"green" and organic moms and their shopping habits
TRANSCRIPT
“Green” Moms and Mom’s
Organic Preferences
www.momcentralconsulting.comMay 2009
Who We Are As the premier firm specializing in Marketing to Moms, Mom Central Consulting helps companies develop meaningful conversations, connections and communities with Moms. We reach Moms and engage them in powerful word of mouth programs such as blog tours, viral marketing programs, geo-targeted referral programs and live grassroots events. They take action and recommend your brand, fueling brand awareness, engagement, product trial and sales. Mom Central works with over 100 national brands. We also offer a breadth of consulting services, including research and social media strategy and listening, for start-up and established brands.
www.MomCentralConsulting.com Copyright 2008 all rights reserved
In 2008, Mom Central Consulting (MCC) conducted two surveys with a total of 11,000 Moms across the United States about the importance of being “green” and the importance of using organic products. MCC recruited respondents from our community and network of Moms.
9,726 Moms answered a 7 question survey about whether they considered themselves to be “green” Moms. In a separate survey, 1,445 Moms answered 35 questions illuminating their organic living choices. The data reveals compelling evidence that even in difficult economic times, Moms make their children’s health and nutrition a priority.
Introduction
www.MomCentralConsulting.com Copyright 2008 all rights reserved
The “Green” Movement
81% of Moms Consider Themselves “Green”
Shades of Green:
• 35% of Moms purchase green products all the time
• Another 39% report being green when it’s most convenient
A Demand for Green Products:
• 93% of Moms want to see more green products on the market
• Of these Moms, 86% report being “very” or” extremely” interested in purchasing green products
Purchasing Organic
How do Moms Choose Products When Grocery Shopping?• 99% of moms sometimes read the ingredient labels of the beverages they intend to purchase, with 57% of moms doing so all the time
• 98% of Moms believe children benefit from eating meals at the table with their families on a regular basis
• And 61% of Moms do sit at the table together with their families for meals everyday
• 86% of moms considered low sugar content to be an important factor when making family food purchases, with 60% ranking it the most important factor
• 84% of Moms are concerned about the use of growth hormones, pesticides, herbicides, and fertilizer in the foods they eat
• 84% of Moms purchase organic products at least sometimes
• 82% of Moms think it is important to teach their children about healthy eating
Compilation of research results based on previous MCC Research surveys.
How Do Moms Choose Organic Products When Grocery Shopping?
• 68% of Moms say being a totally “green” family is difficult
• 66% of Moms will purchase organic foods if they are conveniently available in their usual grocery store but cost is still an issue for some
• Only 32% of moms trust companies and businesses when they tell them they are “environmentally friendly”
• While only 31% of Moms are not confused by different “green” labels, 82% of Moms know what “organic” means
Compilation of research results based on previous MCC Research surveys.
How Frequently do Moms Purchase Organic?
Frequency of Purchasing Organic
• 83% of Moms purchase organic groceries at least some of the time• Only 8% always purchase organic• 4% of Moms say they never purchase organic groceries
• 62% of Moms shop for organic products at their regular grocery store
Cost of Purchasing Organic
• 75% of Moms said the availability of coupons influenced their decision to purchase organic products
• (A separate MCC poll revealed that due to the recession, 78% of Moms are clipping coupons)
• 58% of Moms reported that purchasing organic groceries was too expensive for their families
Purchasing Organic is a Priority
57% Organic
Vegetables
56% Organic
Fruit
48% Organic or
Hormone-Free Milk
44% Free-range or Organic Meat
30% Free Trade
Coffee
43% Free-range or Organic Eggs
74% of Moms believe buying organic food and dairy products will keep their families safe and healthy.
The most important organic purchases for Moms:
Chart represents respondents who rated the importance of purchasing organic products as 4 or 5 on a 5 point scale (where 5 indicates “Very Important” and 1 indicates “Not at all Important.”)
Moms Rely on Organic Groceries to Protect the Health of Their Families
With organics, Moms don’t worry about pesticides, hormones, or environmental destruction.
Their biggest concerns about organic groceries:
• 84% Pesticides , herbicides & fertilizer• 84% Use of growth hormones• 82% Preservation of the environment• 82% Ability to support local farms• 76% Not using energy efficiently• 75% Animal mistreatment• 68% Lack of organic/USDA certification or oversight
Where do Moms typically shop for groceries?
A co-op
Local organic grocer
Trader Joes
Whole Foods Market
Wal-mart
Local farmer’s market
Regular grocery store
0% 10% 20% 30% 40% 50% 60% 70%
5%
12%
20%
25%
30%
35%
62%
The Recession and Mom Shopping
Habits
Where Moms are cutting back:Moms cut spending across most areas, with extras like eating out and travel seeing the most cuts.
84% no longer eat out
76% don’t buy new items for
themselves
57% stopped going to the
movies
56% forgo extravagant
gifts 49% have cut back on
groceries
37% no longer take big family
vacations
49% have cut back on take-
out
In these tough economic times, Moms face new expectations, tightened budgets and changing values.
How Do Moms Save Money and Tighten Budgets?
Q9: Given the economic recession, which of the following have stressed you most??
College tuition
College savings
Car payments
Clothes
Medical bills
Grocery bills
House bills
Trying to save money
0% 10% 20% 30% 40% 50% 60% 70%
9%
17%
20%
20%
29%
44%
56%
66%
Stress and anxiety in difficult economic times
Trying to save money and house bills were the top stressors for Moms surveyed. Nearly 44% of Moms surveyed indicated paying for groceries was their #1 stressor.
Working to earn spending money
Appreciate the value of a dollar
Using coupons
Ways to have fun that are not ex-pensive
Recycling or donating old items
Learning to appreciate what you’ve got instead of what you want
Learning to save
71%
73%
75%
80%
81%
83%
84%
Q1: Which of the following do you consider key to teaching your child about fiscal responsibility?
What are Moms Top 7 Key Habits to Learning Fiscal Responsibility?The majority of Moms surveyed count teaching children and teens to save and make smart purchasing decisions as key elements of fiscal responsibility.
Give them a debit instead
of a credit card
Encourage them to car-
pool, walk, use public trans-
portation and bike riding
more
Open a savings account for
them
Rent movies at home to watch
with friends instead of go-
ing out
Shop at dis-count stores
over de-partment
stores
Encourage them to go
price shopping before buying something so they get the best value
9%
23%
49%53%
72%
81%
The economic crisis is affecting children as well as adults, but plenty of parents need help in figuring out what, or how much, to talk with their children about.
How Are Moms Teaching Their Tweens and Teens Fiscal Responsibility?
If you have any questions about this report or if you would like additional information about our research capabilities, please
contact:
Tracey Hope-RossVice President of Research
Mom Central Consulting617-244-3002
[email protected]: @thopeross
Megan McManamanResearch Manager
Mom Central Consulting617-244-3002
[email protected]: @megz79