The shift from ‘me’ to ‘we’

Her mindset shifts from ‘me’ to ‘we’, a shift from short term and personal to long term and family first.
It’s one of the few times in her life where ALL of her product and brand choices are re-evaluated (with the family first lens) and the safety of her children (physically and emotionally) becomes one of the things that keeps her up at night.

ALL MUMS
FAMILY SIZE
HEALTH VS CONVENIENCE

More stress

(% Agree)
I think cooking or food shopping is more stressful
  • 1 child <3 72%
  • 1 child 3+ 53%
  • 2+ children 69%
I think cooking is more stressful
  • 1 child <3 61%
  • 1 child 3+ 45%
  • 2+ children 55%
I think food shopping is more stressful
  • 1 child <3 54%
  • 1 child 3+ 39%
  • 2+ children 58%

More planned

(% Agree)
I think food planning is more essential
  • 1 child <3 87%
  • 1 child 3+ 66%
  • 2+ children 84%
I plan more meals ahead of time now
  • 1 child <3 84%
  • 1 child 3+ 65%
  • 2+ children 79%

Food is becoming more functional

(% Agree)
I don’t eat out as much
  • 1 child <3 88%
  • 1 child 3+ 69%
  • 2+ children 83%
I think food used to be more about indulgence
  • 1 child <3 71%
  • 1 child 3+ 54%
  • 2+ children 66%

Family is first

(% Agree)
I look for more family focused food inspiration
  • 1 child <3 83%
  • 1 child 3+ 70%
  • 2+ children 88%
I think sitting down to eat together has become more important
  • 1 child <3 83%
  • 1 child 3+ 71%
  • 2+ children 79%

SOURCE: From ‘Me’ to ‘We’ Kidspot Food and Family Study 2018, A News Amp survey conducted Jun/Jul 2018 across the Kidspot network and external sources

Sample size: 1,203

The value of time

With only a couple of hours each day to spend with her family, she carefully manages her time in the kitchen

She prioritises what her family wants

(% Agree)
I think enjoyment is an important factor at dinner
  • 1 child <3 79%
  • 1 child 3+ 73%
  • 2+ children 85%
I think what my kids want to eat or can eat take priority over what I want
  • 1 child <3 58%
  • 1 child 3+ 58%
  • 2+ children 67%

The importance of eating together

(% Agree)
I think it’s important to spend time together over dinner as a family
  • 1 child <3 91%
  • 1 child 3+ 83%
  • 2+ children 91%
I think eating together is time for us to connect as a family
  • 1 child <3 86%
  • 1 child 3+ 84%
  • 2+ children 87%

With little time, mums plan and prepare

(% Agree)
I cook dinner on the spot 4-7 times a week
  • 1 child <3 80%
  • 1 child 3+ 70%
  • 2+ children 75%
I’m too busy to cook meals for my family as often as I’d like
  • 1 child <3 46%
  • 1 child 3+ 30%
  • 2+ children 36%
I think planning helps manage my time
  • 1 child <3 89%
  • 1 child 3+ 75%
  • 2+ children 86%

SOURCE: From ‘Me’ to ‘We’ Kidspot Food and Family Study 2018, A News Amp survey conducted Jun/Jul 2018 across the Kidspot network and external sources

Sample size: 1,203

Mum wants some help

We asked mums where she needs help in the kitchen

(Ranked in descending order)
1. Time to prepare/cook
2. Budget
3. Enjoying the time together
4. Food enjoyment
5. Health

SOURCE: From ‘Me’ to ‘We’ Kidspot Food and Family 2018, A News Amp survey conducted Jun/Jul 2018 across the Kidspot network and external sources

Sample size: 1,203

Enjoyment is her growing focus

Health remains her #1 priority but her family’s enjoyment has increased in importance

She prioritises what her family wants

(% Agree)
I’m passionate about healthy eating
  • 1 child <3 74%
  • 1 child 3+ 65%
  • 2+ children 75%
I’m content with how healthily I eat
  • 1 child <3 61%
  • 1 child 3+ 62%
  • 2+ children 74%

Important factors at each meal

(% Agree)
 

Breakfast* – when mums are on the move

Health
  • 1 child <3 80%
  • 1 child 3+ 70%
  • 2+ children 68%
Enjoyable
  • 1 child <3 80%
  • 1 child 3+ 64%
  • 2+ children 69%
Affordable
  • 1 child <3 47%
  • 1 child 3+ 36%
  • 2+ children 49%
Simple
  • 1 child <3 80%
  • 1 child 3+ 57%
  • 2+ children 56%
Variety
  • 1 child <3 27%
  • 1 child 3+ 15%
  • 2+ children 23%
 

Lunch* – the only meal mum isn’t around

Health
  • 1 child <3 67%
  • 1 child 3+ 75%
  • 2+ children 85%
Enjoyable
  • 1 child <3 80%
  • 1 child 3+ 69%
  • 2+ children 71%
Affordable
  • 1 child <3 60%
  • 1 child 3+ 36%
  • 2+ children 52%
Simple
  • 1 child <3 60%
  • 1 child 3+ 49%
  • 2+ children 56%
Variety
  • 1 child <3 40%
  • 1 child 3+ 36%
  • 2+ children 30%
 

Dinner – the most important meal of the day

Health
  • 1 child <3 92%
  • 1 child 3+ 83%
  • 2+ children 93%
Enjoyable
  • 1 child <3 79%
  • 1 child 3+ 73%
  • 2+ children 85%
Affordable
  • 1 child <3 70%
  • 1 child 3+ 52%
  • 2+ children 63%
Simple
  • 1 child <3 45%
  • 1 child 3+ 45%
  • 2+ children 46%
 

Snacks* – when variety matters

Health
  • 1 child <3 89%
  • 1 child 3+ 82%
  • 2+ children 81%
Enjoyable
  • 1 child <3 76%
  • 1 child 3+ 75%
  • 2+ children 78%
Affordable
  • 1 child <3 54%
  • 1 child 3+ 48%
  • 2+ children 56%
Simple
  • 1 child <3 37%
  • 1 child 3+ 33%
  • 2+ children 38%
Variety
  • 1 child <3 38%
  • 1 child 3+ 42%
  • 2+ children 43%

SOURCE: From ‘Me’ to ‘We’ Kidspot Food and Family Study 2018, A News Amp survey conducted Jun/Jul 2018 across the Kidspot network and external sources

Sample size: 1,203

* = Reduced Sample size question for Breakfast, Lunch and Snacks: 233

The tension between health and convenience

Mum faces time pressures in the kitchen that creates a tension between health and convenience

1 in 2 mums choose health over convenience

(% Agree)
I think health* is important at dinner

%

I think affordability is important at dinner

%

I think fresh ingredients are important at dinner

%

I think freshly made food is important at dinner

%

Busy mums leverage simple

Busy mums place a lower importance on fresh ingredients and freshly made and leverage the idea of simple at dinner to achieve the balance between health and time.

 

Busy mums

(% Agree)
Health

%

Enjoyable

%

Affordable

%

Simple

%

Fresh ingredients

%

 

Non-busy mums

(% Agree)
Health

%

Enjoyable

%

Affordable

%

Simple

%

Fresh ingredients

%

*Health = Healthy, Fresh Ingredients and Freshly Made, Enjoyable = My family will enjoy it, Fun, Empty Plates and Beautiful to look at. Health focused mums defined as mums who agree (bottom 3 box): I prefer to save myself the hassle of cooking by opting for easy-to-prepare or ready-to-eat meal solutions. Convenience focused mums defined as mums who disagree (top 3 box): I prefer to save myself the hassle of cooking by opting for easy-to-prepare or ready-to-eat meal solutions.

SOURCE: From ‘Me’ to ‘We’ Kidspot Food and Family Study 2018, A News Amp survey conducted Jun/Jul 2018 across the Kidspot network and external sources

Sample size: 1,203

Mum needs some inspiration

Mum puts a lot of effort into lunch as it’s the only meal where she isn’t around. Pairing this with the pressures of the lunchbox police, mum is in need of some inspiration.

(% Agree)
I am responsible for the lunch box

%

I feel rushed when it comes to lunch

%

I feel unimaginative when it comes to lunch

%

I am bored* when it comes to lunch

%

SOURCE: From ‘Me’ to ‘We’ Kidspot Food and Family Study 2018, A News Amp survey conducted Jun/Jul 2018 across the Kidspot network and external sources

Sample size: 1,203

* = Reduced Sample size question:233

Snacks are the hero of all meal occasions

Lunchbox expectations continue to rise with tough school regulations and mum’s desire to do more. With snacks as the hero at lunch and many other occasions, what can we do to help mum relieve some pressure?

4-7 times a week

(% Agree)
I prepare lunchbox snacks
  • 1 child <3 21%
  • 1 child 3+ 61%
  • 2+ children 66%
I prepare after school/daycare snacks
  • 1 child <3 17%
  • 1 child 3+ 38%
  • 2+ children 45%

1-3 times a week

(% Agree)
I prepare snacks for before/after registered activities
  • 1 child <3 29%
  • 1 child 3+ 34%
  • 2+ children 45%
I pre-plan what the snack will be
  • 1 child <3 63%
  • 1 child 3+ 36%
  • 2+ children 35%
I buy the snack with my usual grocery shop
  • 1 child <3 53%
  • 1 child 3+ 69%
  • 2+ children 73%

SOURCE: From ‘Me’ to ‘We’ Kidspot Food and Family Study 2018, A News Amp survey conducted Jun/Jul 2018 across the Kidspot network and external sources

Sample size: 1,203

‘Everyday extraordinary’
(% Agree)
I have a standard list of meals I cook each week
  • 1 child <3 62%
  • 1 child 3+ 59%
  • 2+ children 61%
I’m always on the lookout for new recipes
  • 1 child <3 88%
  • 1 child 3+ 80%
  • 2+ children 89%
I love trying new recipes
  • 1 child <3 86%
  • 1 child 3+ 76%
  • 2+ children 86%

SOURCE: From ‘Me’ to ‘We’ Kidspot Food and Family Study 2018, A News Amp survey conducted Jun/Jul 2018 across the Kidspot network and external sources

Sample size: 1,203

Mums are looking for specialised food content

Which food inspiration sources do you regularly use?

(% Agree)
Food and recipe websites
  • 1 child <3 88%
  • 1 child 3+ 73%
  • 2+ children 78%
Cookbooks
  • 1 child <3 51%
  • 1 child 3+ 55%
  • 2+ children 58%
Magazines
  • 1 child <3 49%
  • 1 child 3+ 47%
  • 2+ children 56%
Supermarket recipe
  • 1 child <3 47%
  • 1 child 3+ 51%
  • 2+ children 50%
Recommendations from people I know
  • 1 child <3 58%
  • 1 child 3+ 45%
  • 2+ children 49%
Social media (eg Instagram, facebook)
  • 1 child <3 57%
  • 1 child 3+ 27%
  • 2+ children 40%
Online search
  • 1 child <3 33%
  • 1 child 3+ 31%
  • 2+ children 37%
Cooking TV shows
  • 1 child <3 32%
  • 1 child 3+ 32%
  • 2+ children 32%
Blogs
  • 1 child <3 26%
  • 1 child 3+ 11%
  • 2+ children 19%
Email newsletter
  • 1 child <3 16%
  • 1 child 3+ 13%
  • 2+ children 17%
Online videos
  • 1 child <3 12%
  • 1 child 3+ 11%
  • 2+ children 16%
Other websites
  • 1 child <3 16%
  • 1 child 3+ 11%
  • 2+ children 14%
Newspapers
  • 1 child <3 5%
  • 1 child 3+ 12%
  • 2+ children 10%
Apps
  • 1 child <3 12%
  • 1 child 3+ 4%
  • 2+ children 8%
Consumer reviews and recommendations
  • 1 child <3 9%
  • 1 child 3+ 2%
  • 2+ children 5%
Digital Assistants (eg Google Home)
  • 1 child <3 3%
  • 1 child 3+ 0%
  • 2+ children 2%
Audio Podcasts
  • 1 child <3 3%
  • 1 child 3+ 0%
  • 2+ children 1%

SOURCE: From ‘Me’ to ‘We’ Kidspot Food and Family Study 2018, A News Amp survey conducted Jun/Jul 2018 across the Kidspot network and external sources

Sample size: 1,203

Dads do it differently

Dads are now more involved in the kitchen and take a more relaxed yet planned attitude

When they become a dad, they feel:

(% Agree)
Change

%

Rely more on their partner, family or hired help to get it all done
More Stress

%

Think food shopping is more stressful now
More Planned

%

Think food planning is more essential now that they have children
Food is More Functional

%

Think food used to be more about indulgence
Family is First

%

Look for more family focused food inspiration now that they’re a parent

4-7 times a week, dads are:

4 times more likely to go to a restaurant
3 times more likely to buy frozen meals or packaged meals to heat up
3 times more likely to buy takeaway for dinner

 

He’s also more likely to:

Prefer one big grocery shop (eg per week)
Prioritise health at all meal occasions
Prioritise affordability and variety when it comes to snacks

 

SOURCE: From ‘Me’ to ‘We’ Kidspot Food and Family Study 2018, A News Amp survey conducted Jun/Jul 2018 across the Kidspot network and external sources

Sample size: 1,203