Mom Study 2013: Planning & Purchasing

Mom Study 2013 Planning & Purchasing

03.15.13

Who was Involved?

The “Mom Study 2013” is based on qualitative and quantitative research and was conducted with more than 900 momSpotters® throughout the United States during the months of January, February, and March of 2013. This report is available for download at www.buzzmg.com/reports.

Composed based on data from 01.01.2013 – 03.08.2013

943 Participants 7,000 Panelists

100% Female

Survey fielded online

Ages 21-55 21-30 13% 31-39 33% 40-49 42% 50-55 12%

Mom Study 2013: Planning & Purchasing

Location CA 10%

TX 4%

NY 12%

FL 4%

IL 12%

PA 7%

OH 4%

GA 6% MI

5%

NC 4%

NJ 5%

Rest of the USA 27%


Community

City 35%

Suburbs 53%

Rural 12%


Ethnicity African American

14% Asian American

4%

Caucasian 70%

Hispanic 10%

Mixed 2%


Marital Status

Single 9%

DaSng 1% In a

relaSonship 12%

Married 69%

Divorced 9%


Education

High school Diploma 31%

Associates Degree 20%

Bachelors Degree 36%

Masters Degree 12%

Doctorate 1%


Employment

employed full-‐Sme

employed part-‐Sme

unemployed employed part-‐Sme from home

employed full-‐Sme

from home

a fullSme homemaker

50%

16%

4% 4% 2%

24%


Household Income

Less than $8,000

$8,000 -‐ $33,000

$33,000-‐ $82,000

$82,000 -‐ $170,000

$170,000 -‐ $370,000

More than $370,000

I don't want to specify

1%

15%

45%

30%

5% 1% 3%


Number of Children

One Two Three Four Five Six

25%

37%

22%

9%

3% 3%


Infant: 0-‐12 Months

Toddler: 1-‐2 yrs

Child: 3-‐7 Tween:8-‐12 Teen:13-‐19 Young Adults: 20-‐30

11%

23%

54% 57%

43%

21%

Age of Children


Children’s Residence

With me full Sme With me the majority of the

Sme

With me part of the Sme

Outside of my home,

independently

90%

4% 2% 4%


How often do they buy groceries?

MulSple Smes per week 68%

Once per week 27%

Twice per month 5%


How often do they buy cleaning products?


Once per week 27%

Twice per month 31%

Once per month 20%

Only when needed 6%


How often do they buy household paper goods?


Once per week 32%

Twice per month 30%

Once per month 17%

Only when needed 4%


How often do they buy health and beauty products?


Once per week 26% Twice per

month 29%

Once per month 21%

Only when needed 5%


How often do they menu-plan?

Daily 3%

Each week 69%

Each month 4%

I don't menu-‐plan

24%


How often do they use a list while grocery shopping?

All the Sme 33%

Almost always 38%

SomeSmes 27%

Never 2%


How many grocery store chains do they frequent each week?

One 6%

Two 50%

Three 44%


What are their supermarket shopping decisions based on?

Brand loyalty Product selecSon Coupons Seeking weekly specials

13%

40%

24%

48%


How much do they care about products being natural or organic?

Not Important 6%

It's not a priority to them 21%

They care 39%

It's preay important

28%

Extremely Important 6%


What does “natural” mean to our Moms?

No dyes No addiSves No high fructose corn syrup

82% 92%

70%


Do they prefer inexpensive or eco-friendly products?

Inexpensive Eco-‐friendly

61%

39%


Key Findings

Our Moms do not leave anything to chance. 69% menu-plan every week and 71% usually use lists for grocery shopping. Organization is a big part of shopping for our Moms.

We found that Moms do not stick to just one store or chain, as 94% frequent more than one grocery store chain per week. Instead, they base their supermarket shopping decisions on more economically sensible factors such as weekly specials (48%) and coupons (24%).

Though there have been reports of “organic” or “natural” food trends, our Moms are pretty split on the matter as 28% believe that such factors are pretty important, 21% state that it is not a priority, and 39% claim that it is just one of many other factors.


Buzz Marketing Group 1515 Market St.

Suite 1810 Philadelphia, PA 19102

215.399.5679 www.buzzmg.com

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Date post:	05-Sep-2014
Category:	Business
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Mom Study 2013: Planning & Purchasing

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