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A Marketer’s Guide to understanding

America’s #1 consumer group

The latest news on marketing and issues affecting America’s 82 million Moms.
2010 Dining Survey
Fifty-Eight Percent of Moms Say They Plan to Dine Out Less Often This Year,
Compared to Thirty Percent of Overall Consumers

General Dining Trends
• Moms are cooking at home more often.
• Moms continue to be value conscious despite a strengthening economy.
• Moms are not interested in mobile coupons or coupons found on social networking sites.
• Reward programs are a big hit with moms.

Restaurant Trends
• Moms plan to dine out less this year.
• Ethnic/exotic food is not a big restaurant trend with moms.
• Moms want kid-friendly restaurants and kid-friendly food.
• Coupons, discounts, deals, value menu options and combo options continue to be
important for restaurants.

Grocery Store Trends

• Moms are becoming more interested in shopping for healthier food at the grocery, but
healthy food is not as important when dining out.
• While organic food is a big trend, moms as a whole should not be the primary target.
• When grocery shopping, coupons are a necessity; many moms will even switch stores.
• The ability to eat inside grocery stores and having a variety of meals prepared by stores
are not important to moms.

Moms are still financially conservative, saying

they’ll eat out less, continue to seek discounts
and focus on the basics.

Why Mom s

2010 Dining Survey
Cooking at Home
Moms are cooking at home more often
Compared to last year, 63% of moms plan to make easy-to-prepare meals at home more often this year,
while 34% plan to make more elaborate meals at home. Currently, 84% of moms make easy-to-prepare
meals at least once a week, and 37% make them four or more times a week. Close to half (45%) make
elaborate meals at home at least once a week.

Eighty percent (80%) of moms currently use leftovers at least once a week, and 57% plan to use leftovers
more often this year. Almost three-quarters (72%) of moms prepare school or work lunches at least once
a week at home, and close to half (46%) do so four or more times a week. This year, 42% of moms plan
to prepare lunches at home more often.

Dining Out Trends

Families will dine out less than consumers as a whole this year
Despite rising revenues for restaurant chains such as McDonald’s, Maggiano’s and Panera (ABC News,
April 26, 2010), moms will eat out less often this year with their families. We found 58% of moms say
they plan to dine out less often this year, compared to 30% of consumers in general (Nation’s Restaurant
News, May 6, 2010).

Most moms (66%) say they will dine out less often for breakfast, despite predictions claiming 63% of
consumers expect their breakfast purchases to remain the same in 2010 (Breakfast Consumer Trend
Report, Technomic, Dec. 2009). Furthermore, 58% of moms plan to dine out less often for lunch
and half (50%) to dine out less often for dinner.

63% of moms will make more easy-

to-prepare meals at home this year.

Why Mom s

2010 Dining Survey
Additionally, 59% of moms say they will order less food for delivery this year, and 51% say they will order
less carryout food.

Currently, close to one-third of moms (35%) dine out at least weekly, while 22% dine out less than once
a month. Breakfast takes the biggest hit, with 64% of moms dining out less than once a month during that
day part. Close to one-third dine out for lunch (34%) or dinner (31%) less than once a month – a result
in line with a recent study by NPD, a consumer research company, showing that 81% of U.S. households
eat dinner at home (NPD, March 15, 2010). Similarly, close to half of moms order delivery food (57%)
or carryout (45%) less than once a month.

Ethnic food not a big hit with moms

Contradicting predictions that the expanding popularity of ethnic fare will have a big influence on the
restaurant industry’s growth (Fast Casual, Dec. 30, 2009), moms say they will shy away from ethnic/exotic
foods in 2010. Currently 45% of moms order ethnic/exotic foods at a restaurant no more than twice a
year. Forty percent (40%) say they will order these types of foods less often this year, while only 15% will
order them more.

The organic and locally grown food trends

aren’t resonating with moms.

Moms intend to purchase healthier items at grocery stores
A recent study by iVillage and Penton reported that 71% of female consumers are interested in buying
healthy products at mainstream grocers (PR Newswire, March 11, 2010). When talking specifically to
moms, we found that currently 44% of moms buy healthier food at the grocery store at least once a week.
More than half (53%) say they will buy healthier food at the store more often this year than last year.

Why Mom s

2010 Dining Survey
Moms may not be the biggest target for the organic grocery market
Mintel, a market research company, found that 48% of U.S. organic purchasers were buying at least as
much organic food as before the recession (MediaPostNews, April 26, 2010); however, only one-fourth
of moms (24%) say they plan to buy organic or all-natural foods more often, and only about one-third
(35%) plan to buy more locally grown food. Currently 52% buy organic or all-natural food less than
once a month, and only 24% buy locally grown food at least once a week.

Organic food is not as important to moms when dining out

Mintel found that 35% of Americans are willing to pay more for “environmentally friendly foods”
(MediaPostNews, April 26, 2010). American Express found that 56% of consumers are more likely to
visit organic or sustainable restaurants, and 70% of consumers are more likely to visit restaurants offering
locally produced food (American Express Restaurant Briefing, March/April 2009). However, these
statistics change when looking specifically at moms and their families.

Forty-five percent (45%) of moms actually plan to order organic or all-natural foods less often at
restaurants this year, and 34% say they will order locally grown food less often. Currently, 68% of moms
order organic or all-natural food less than once a month when dining out, and 64% order locally grown
food less than once a month.

Nutrition and health are less of a concern to moms when eating out
A recent study by Mintel (Hot Topics, April 2010) showed that 52% of consumers are keeping an eye
on sodium in their diets, and Restaurants & Institutions’ 2010 New American Diner Study showed that
consumers would like to see calories (60%), fat (58%), sodium (45%), sugar (43%) and cholesterol
(41%) contents listed on menu boards.

However, when moms consider ordering healthy food options at a restaurant, our survey showed that
low calorie, low sugar, low carb or low sodium are not the strongest consideration factors. Preservatives
or whether the food is locally grown or organic are also not necessarily deal-breakers. Moms are a bit
more likely to consider smaller portions, low fat and “no mystery ingredients” as healthier options at
restaurants. Two-thirds of moms would be happy just ordering more vegetables, more fruit, lean meat
or generally healthier ingredients when considering healthier options at restaurants.

Currently 45% of moms order healthier food at restaurants less than once a month, and only 38%
of moms plan to order healthier food more often when dining out this year.

Programs such as the National Salt Reduction Initiative and the upcoming requirement for restaurants
to post calorie counts may therefore not resonate with moms as much as anticipated. It seems that when
moms eat out, health considerations are not a priority.

Why Mom s

2010 Dining Survey
Moms prefer restaurants with kid-friendly atmospheres
Based on Restaurants & Institutions’ 2010 New American Diner Study, consumers who have kids are
more likely to have visited restaurants than consumers without kids (94% vs. 85%), and they tend to dine
out more often. There is therefore a demand for restaurants to be more family-friendly.

Recently, some high-end New York Importance of Kid Friendly

Restaurant Factors
restaurants have tried to tap into the family
market by catering to small kids (CNN Availability of items
kids will eat/like 87
News, May 13, 2010). However, we found
that moms want restaurants where their Kids enjoying the
overall experience
kids enjoy the overall experience (78%) and
which offer a kid-friendly atmosphere (65%). Availability of healthy kid items 70
Forty-one percent (41%) also would like kids’
Kid-friendly atmosphere 65
entertainment at restaurants. Moms are
definitely telling us that small changes at Kid entertainment at
the restaurant 41
high-end restaurants are not going to
Availability of kid items taking
be enough to attract their business. food allergies/dietary restrictions 35
into consideration

Availability of organic/all-natural
kid items 34

0% 33% 66% 100%

A kid-friendly atmosphere is the key for

restaurants wanting to appeal to moms.

Why Mom s

2010 Dining Survey
Moms demand kid-friendly food
Moms’ primary desire is for items they know their kids will eat (87%). While Restaurants & Institutions’
2010 New American Diner Study showed that only 43% of consumers want restaurants to offer
more nutritional menu options for children, we found that 70% of moms demand the availability
of healthy kid items.

Furthermore, approximately one-third of moms (35%) want menu items that take their kids’ food allergies
or dietary restrictions into consideration. Another third (34%) want organic/all-natural kid items.

Moms continue to be value conscious
When we asked moms about the priorities of food quality and price this year compared to last year, we
found that both are still just as important – actually even slightly more important this year when dining
out. This shows that even though the economy may be showing signs of stabilizing, the “new normal” is
that moms will continue to struggle to balance price and quality when it comes to both grocery purchases
and dining out.

This year moms will rely even more on coupons,

value menus, sale items and store brands.

Cost Savings
Discounts still are important when dining out
When visiting restaurants, 63% of moms plan to order from a value menu more often this year, 62% plan
to buy discount, value or simply cheaper items more often, 57% plan to use coupons more often and 54%
plan to buy combo meals more often.

Restaurants that want to wean customers off steep discounts and deals (NPD, May 19, 2010) may be
making the wrong move at this time. According to Nation’s Restaurant News, consumers are spending less
per meal, and still 43% want to see better value meals at restaurants, and 38% demand better discounts
before committing to dine out (Nation’s Restaurant News, May 6, 2010).

Why Mom s

2010 Dining Survey
Moms’ sacrifices for savings are varied How moms Will Save
When Dining Out
To save money when dining out, 72% of moms plan to use
Use coupons 72
coupons, 58% plan to buy less expensive meals, 57% plan
to buy specials and 50% plan to order from value menus. Buy less
expensive meals 58
Close to half of moms won’t order appetizers (48%), will
Buy specials 57
cut back on alcoholic beverages (44%) or won’t order
Order from the
dessert (42%). value meal 50

Don’t order
an appetizer 48
When money gets tight and moms have to make sacrifices
Don’t order/limit
when grocery shopping, 61% will sacrifice treats or snack food alcoholic beverages 44

first, followed by 53% who will buy fewer brand name items. Don’t order dessert 42
Slightly more than one-third of moms will sacrifice alcoholic
beverages (38%) and bottled or canned beverages (34%). Buy combo meals 31

Don’t order a beverage 31

Coupons are a necessity; many moms will
Share meals 26
even switch stores
In terms of grocery savings, the majority of moms will use Order smaller portions 22
coupons (84%) and many (77%) plan to use coupons even Go to places that
don’t require a tip 21
more often this year. Other cost saving options include
shopping for special deals (72%) and stocking up on low- Don’t order sides 17

priced items (66%). Close to half of moms will buy things

0% 33% 66% 100%
only when on sale (46%), and 44% of moms even say they
will shop at less expensive grocery stores.

How Moms Will Save When

Grocery Shopping Grocery Sacrifices

Use coupons Buy fewer

84 treats/snack food 61

Shop for special deals 72 Buy fewer brand

name items 53
Stock up on
low-priced items 66 Buy fewer
alcoholic beverages 38

Only buy things on sale 46 Buy fewer

bottled/canned 34
Shop at less expensive
grocery stores 44
Buy fewer organic items 27
Buy private
label products 42
Buy less meat 14
Only buy the basics 39
Buy fewer fresh items
(e.g. vegetables, fruit) 6
Shop at wholesale clubs
more often 24
0% 33% 66% 100%
Buy more
prepared/frozen meals 9

0% 33% 66% 100%

Why Mom s

2010 Dining Survey
Many moms will buy private label products (42%), which Coupon Source
is in line with a recent March comScore study reporting 62
In the mail 82
that more than half of shoppers do not purchase the 86
brand they want most (MediaPost, May 19, 2010).
At the store/restaurant 73
Coupon Sources 33
Reward program 62
Moms are not interested in coupons on mobile 72
phones or social networks 48
Most moms currently receive their restaurant and grocery E-mail 72
coupons in newspapers (67%) or the mail (62%), and
close to half receive them via e-mail (48%). While this is Newspaper 64
indeed the preferred way to receive coupons for many 70

moms, considerably more moms would also prefer to Restaurant/Grocery 20

store websites 56
get coupons at restaurants/stores directly or through 56

restaurant/store websites than they currently do. There 14

Deal websites 42
is also a high interest to receive coupons through reward 44
programs – even more so for grocery stores than for
restaurants. This shows opportunities to reach out to Social networking sites 27
moms and deliver coupons to them through those
specific vehicles. Mobile 15

Interestingly, the majority of moms are not interested in 0% 33% 66% 100%

receiving their restaurant and grocery coupons through Currently receive restaurant/grocery
store coupons
either social networking sites (55% and 59%, respectively) Prefer to receive restaurant coupons
Prefer to receive grocery store coupons
or on their mobile phones (74% and 74%, respectively).
Only a small percentage of moms were interested in such,
which shows that newer technology is still a niche market
among moms. This contradicts a recent miBuys study published in Emarketer, stating that
two-thirds of female mobile Internet users would be interested in receiving coupons on their
mobile phones (Emarketer, May 17, 2010).

Moms want reward programs that

personalize coupons to their needs.

Why Mom s

2010 Dining Survey
Grocery Store Services
“Retailer Meal Solutions” not important to moms
Recent research by Technomic showed that many grocery stores are increasing their efforts to provide
“retailer meal solutions” (Business Wire, May 20, 2010). However, we found that offering the ability to
eat inside grocery stores or having a variety of meals prepared by the store are not important to moms.

We measured the importance of a variety of grocery store services and benefits and found that offering
many brands to choose from (71%) and offering a reward program that personalizes coupons to moms’
needs (66%) are very important.

On the other hand, services such as delivery of groceries, personal shoppers, online grocery list
management and store employees carrying bags to the car do not seem to be important to moms.

In terms of food, offering a large variety of organic foods was not important to moms, while offering a
large variety of locally grown foods was important to more than one-third of moms (37%). Offering a
large variety of items that are generally hard to find was also important to 40% of moms.

OBJECTIVE conducted this survey to determine U.S. moms’ dining and grocery shopping
plans in 2010. Because moms control 93% of the food purchases (source: Mom-entum by Big Fuel), thought it was important to hear what moms had to say about dining and grocery
shopping in 2010.

An online survey was conducted among U.S. moms who were over 18 years of age, with at least two
children living in the household. BOHAN Advertising | Marketing designed the questionnaire and
methodology, gathered the results and implications and completed the report. The survey was fielded
from Thursday, May 13, 2010, to Tuesday, May 18, 2010, using an online survey tool. Results are based
on 585 total responses, with sample being provided by MarketTools’ online survey database. There is a
margin of error of 5% at a 95% confidence level.

Why Mom s

2010 Dining Survey
According to the U.S. Census Bureau, of the 108 million adult women in the U.S., 82 million are
moms. Thirty-two million of those women have children living in their homes. Moms control 80% of
the purchases in their families and spend $1.7 trillion annually. David Bohan, CEO of BOHAN
Advertising | Marketing, has spent much of his career tracking the trends and influences on moms and
their buying habits. BOHAN’s village concept of planning and collaboration is core to understanding
consumers and creating meaningful conversations with them.

On most days, you can find David at our headquarters in Nashville, Tennessee, working with our fellow
villagers. Check us out online at, give him a call at 615-327-1189 or shoot him an e-mail:

David Bohan:

Follow me on twitter at @davidbohan

DaviD Bohan Chairman/CEO

BOHAN Advertising | Marketing

A Marketer’s Guide to understanding

America’s # consumer group

Why Mom s

2010 Dining Survey
A Marketer’s Guide to understanding
America’s # consumer group

BOHAN Advertising | Marketing

124 12th Avenue South · Nashville, TN 37203 · 615-327-1189