Survey Predicts Food Buying Habits

Last fall, The Motherhood worked with global PR agency Fleishman-Hillard to conduct a national survey of over 1,000 moms, with the goal of identifying moms’ grocery shopping priorities for 2013. (A big thanks to our fabulous network of bloggers, who helped us distribute the survey and provided their own feedback!) We asked for thoughts on meal planning, grocery shopping and cooking preparation, along with technology in the kitchen, couponing and other hot topics.

And now the results are in! With a whopping 96 percent of American moms planning to make changes in their food-buying habits this year, according to the survey, we’ve uncovered a few interesting trends to watch in 2013. Here are some of your top priorities for grocery shopping and cooking in the New Year:

– Save more money on groceries (78%)

– Buy healthier (68%) and less processed (49%) food

– Be more organized with weekly meal planning (67%)

– Make meals ahead and freeze them (51%)

– Prepare more meals at home to save money (42%)

If you made a resolution to become more organized with meal planning this year, then you are not alone. Of the moms we surveyed, more than two-thirds (67%) said they wanted to be more organized with weekly meal planning, and more than half (51%) said they would like to make meals ahead and freeze them. As one mom told us:

“Meal planning makes a huge difference on my budget. Everyone gets to say what they want, we make the weekly meal plan and then everyone is happy. Especially me, because I don’t end up buying and making things they won’t eat.”

 In tandem with meal planning, 41% of moms said they wish to be more organized in how they shop and one-third (33%) said they would like to make fewer trips to the store. Moms noted that they enjoy grocery shopping when they can do it alone and use it as “me” time – but that isn’t always possible. One survey respondent pointed out:

“I’d like grocery shopping if someone else would give me a list and send me ALONE I would enjoy it.  But I’m usually with one, two or three kids and that’s hard.”

Incorporating nutrition into meal planning is a common goal for moms this year, with more than half (53%) reporting that they want to start cooking healthier meals for their families. Half of those we surveyed said they are reading food labels more now than last year, and 49% said they want to buy less processed food in 2013.

Buying healthier food includes reducing consumption of junk food, high fructose corn syrup, food dyes, pre-packaged foods, sugar and gluten. Moms told us that price will be less of a factor than health concerns when it comes to avoiding certain foods or brands, and that’s based on TRUST. Moms are steering clear of processed products that include a long list of confusing ingredients and setting their sights on “real food,” as one mom said.

Of moms buying healthier, just 2 percent exclusively buy organic products – but 56 percent sometimes buy organic, and more than a quarter of respondents (29%) said they want to buy more organic foods in 2013.

Finally, while moms tend to take their spouses’ and kids’ preferences into account when it comes to food and brand choices, she still reigns supreme when it comes to the final meal. As one respondent told us:

“Mostly, I decide upon the menu and what I serve is dinner. I refuse to be a short order cook, but I do consider my kids’ likes and dislikes when planning.”

If you’re looking for tips and ideas for meal planning, grocery shopping and making your kitchen more efficient, check out this blog post for GREAT advice and tips from moms like you. It covers everything from keeping an orderly kitchen to saving time and money by freezing meals. If your goal is to cook healthier, then make sure to read this blog post for easy ways to give your meals nutritious makeovers.

Based on survey feedback, moms turn to websites like All Recipes (23%), Pinterest (19%) and Food Network (15%) most often in the kitchen – so take a look for new meal ideas of your own.

It’s been fascinating to get a close look at upcoming food trends in 2013, and we can’t wait to see what unfolds. Happy New Year!