2017 food & nutrition report - amazon s3€¦ · source: 2017 food & nutrition report,...

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2017 Food & Nutrition Report


.

Study Methodology

Source: 2017 Food & Nutrition Report, BabyCenter Brand Labs Insights, July 2017.

• 15-min. online survey

• Fielded via BabyCenter’s Global Parents® Panel and

Research Now

• 1,004 total participants – 814 Moms, 190 Dads

• US parents age 18-54 with children age 0-5

• Period: May 22nd - June 8th, 2017

Method

Today’s menu

• Dinner table dynamics

• Starting solids

• Nutrition fact checkers

• If moms did pick favorites...

• The never stale food category

Dinner table dynamics

The fragile balance of healthy,

picky, expensive and stressful


.

Setting the table: challenges modern parents face

Source: 2015 State of Modern Motherhood, BabyCenter Brand Labs Insights, 2015 (among Millennial Moms). Source: 2017 Food & Nutrition Report, BabyCenter Brand Labs Insights, July 2017.

More to do,

less time to do it

A child means 13 less hours for

herself and 9 more hours of

parenting.

28% say it’s difficult finding time to

go grocery shopping.

Her eyes are bigger than her

wallet, wanting organic but not

wanting to pay more for it.

44% find it challenging to cook

healthy meals on a budget.

5 o’clock means walking out of

work-time stress and walking into

dinner-time stress.

53% of moms agree that cooking

for their family can be stressful.

High standards,

tight budgets

Stress at work,

stress at home


.

While dads are taking on a portion

of meal preparations…

Source: Source: 2017 Food & Nutrition Report, BabyCenter Brand Labs Insights, July 2017. Q: Who is in charge of the majority of food-related activities in your household?

Parents face nutrition challenges together, but mom has first and final say

…moms are still the ultimate dinner table

decision makers.

Moms Dads

Deciding what brands of

foods to purchase73% 40%

Grocery shopping 70% 46%

Cooking 65% 38%

Feeding your child(ren) 67% 32%

of moms agree that

traditional gender roles

are no longer the norm,

especially when it

comes to cooking

65%


.


Many moms feel as though they

have bitten off more than they

can chew

Meal time is a big issue in my house. Sometimes my little

one gobbles it up and sometimes it's an hours long ordeal.

To make matters worse she's in a “I can't feed myself”

phase. She needs mommy or daddy to help.

- BabyCenter Mom

9 in 10 moms find at least one aspect of

feeding their children challenging


.


Q: How much do you agree or disagree with each of these statements about mealtime in your family?

Feeding time challenges only intensify as their child gets older

20%

25%

30%

35%

40%

45%

50%

55%

60%

0 to 6 months 7 to 11 months 1 year old 2-3 years old 4-5 years old 6 years or older

“Does anyone else have

picky eaters? No matter

what I make my kids just

won't eat it. I'm not going

to make 3 different meals

to please everyone. So

now I'm the bad guy.”

- BabyCenter Mom

Cooking for my family can be stressful

My child is very picky

Starting solids

When, what, and how


.

Source: 2017 Food & Nutrition Report, BabyCenter Brand Labs Insights, July 2017. Q: When did you first introduce solid foods to your baby?

Just one of BabyCenter’s Starting Solids Community groups has 600+ members and 500 user comments

Six months marks the start of solids for most babies

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Before 3months old

3 months old 4 months old 5 months old 6 months old 7 months old 8 months oldor later

First foods

• Cereal (42%)

• Homemade or

prepared vegetable

puree (30%)

• Homemade or

prepared fruit puree

(18%)


.


Q: What was the first food you gave your baby?

Although timing is consistent, first food choice varies by generation

29%32%

26%

13%

42%

30%

18%

10%

44%

31%

15%10%

Cereal Vegetable puree Fruit puree Others

18-24 25-34 35-44


.

Resources that influenced

WHEN to introduce solids

Recommendation from pediatrician / healthcare

provider (62%)

Baby seemed interested in my food (41%)

Baby seemed hungry, not satisfied by breast

milk/formula alone (23%)

Friend or family recommendation (19%)

Parenting website or apps (17%)

Source: 2017 Food & Nutrition Report, BabyCenter Brand Labs Insights, July 2017. Q: What influenced your decision on which food to first introduce to your child? Please choose all that apply.;

Q: Which of these influenced your decision on when to introduce solid foods to your baby? Choose all that apply.

“When” to introduce is driven by baby, “which foods” is driven by mom

#1

#2

#3

#4

#5

Resources that influenced

WHICH FOODS to introduce first

Recommendation from pediatrician / healthcare

provider (43%)

I went with my instinct (30%)

My own research (30%)

Friend or family recommendation (20%)

Parenting website or apps (15%)

#1

#2

#3

#4

#5


.

Source: 2017 Food & Nutrition Report, BabyCenter Brand Labs Insights, July 2017. (Amongst moms who plan on introducing each food to their baby)

Q: When did you first introduce each of these foods to your baby?

Starting solids is her first dietary decision, but not the last

0 to 3 months

4 to 6 months

7 to 9 months

10 to 12 months

13 to 23 months

2 years +

Infant formula

Vegetable puree, Fruit puree, Cereal

Veggie pieces, Fruit pieces, Yogurt

Eggs, Cheese, Meat

Cow’s milk, Nuts, Juice, Fish

Candy, Soda

Nutrition fact checkers

What they avoid, what they seek


.


She goes straight to the nutrition label…

When a woman becomes a mom…

• 75% pay more attention to the ingredients in the food

they buy

• 57% are avid label readers when shopping for food for

their child

• 85% say friends and other parents they know in real life

are somewhat or very influential

• 67% say mom blogs are somewhat or very influential

… and looks to other parents for help


.


Q: What do you find challenging when it comes to feeding your children? Choose all that apply.

Moms worry about balancing their child’s diet with healthy foods

54%

51%

49%

45%

44%

28%

27%

14%

Giving them a nutritionallybalanced diet

Giving them a varied diet

Finding time to prepare healthymeals

Finding healthy food ideas

Preparing meals on a budget

Finding time for grocery shopping

Deciding what to pack for lunch /snacks

Preparing meals for children ofdifferent ages

52% of 18- 24 year old

moms

say preparing meals on a

budget is the biggest

challenge.

[Challenging is] getting

them to actually eat what

they said they wanted 5

minutes ago.

- BabyCenter Mom


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Allergy awareness is at an all time high, especially among younger moms

Source: 2017 Food & Nutrition Report, BabyCenter Brand Labs Insights, July 2017; CDC/NCHS, National Health Interview Survey, 2011.

Halfof moms are

concerned about food

allergies when first

introducing solids to

their baby

1 in 4say that their child

shows signs of

allergy or intolerance

to at least one food 41% of moms age

18-24

are very concerned about

food allergies (vs. 19%

average)

The CDC reports 5.1% of

children under 18 having a

food allergy in the US in

2011, a 50% increase since

1997


.

51%

64%69%


% of shoppers concerned about food allergies

The incidence of allergies and concerns varies by shopper

% of shoppers who say their child has 1 or more

food allergy or intolerance

27%

49%43% Over half (56%)

of Amazon

shoppers say that

they consciously

introduce one food

at a time to test for

allergies

Moms

overallMoms

overall


.

Source: Source: 2017 Food & Nutrition Report, BabyCenter Brand Labs Insights, July 2017. Gupta RS, Springston MR, Warrier BS, Rajesh K, Pongracic J, Holl JL. The prevalence, severity, and distribution of childhood food allergy in the United States.

Pediatrics 2011; 128(1):e9-17.

Q: Does your child(ren) show signs of allergy or intolerance to any of the following? Choose all that apply.

She doesn’t tolerate food intolerances

10%

8% 7%6%

5%4% 3% 4%

Milk proteinallergy

Lactoseintolerance

Nut allergy Eggs Food dyes Soy Gluten Other(Pleasespecify):

41% of moms

purposely introduce one

ingredient at a time to test

for food allergies.

30% of kids

with food allergies are

allergic to more than one

food.


.


Q: Do you avoid any of the following ingredients, when feeding your child? Choose all that apply.

First stop: sugar and other sweeteners

55%

48%

48%

36%

35%

32%

31%

20%

Artificial sweeteners

High fructose corn syrup

Added sugars

Dyes

Spicy foods

Preservatives

GMOs

High fat content

80% of moms

avoid at least one of these

ingredients when feeding

their child


.

6 in 10 limit the amount of sugar their child eats

16% track their child’s sugar intake

11% have no sugary birthdays or treats at parties/holidays


Q: Which of the following eating habits do you

actively engage with, when feeding your child?

Sugar is a big no-no


.


Q: When shopping for foods, snacks, and beverages for your children, which of the following criteria are

important when deciding which products and brands you will purchase? Choose all that apply.

Moms choose brands that deliver nutritional value, taste,

and familiar ingredients at a low price

59%

52%

48%

45%

42%

37%

33%

33%

32%

29%

Nutritional value

Taste

Ingredients that I am familiar with

Low price

Natural / organic

Clearly stated ingredients on label

Coupon or promotion

Made specifically for children at my child's age / stage

Is proven to be safe

How my child’s tummy reacts

What is of nutritional

value to mom:

1. Vitamins

2. Protein content

3. Low sugar

4. Minerals

5. Fiber content

6. Probiotics


.


Q: Do you seek out any of the following added ingredients when feeding your child? Choose all that apply.

Added ingredients are the little boost mom is looking for

32% of moms

Look for vitamins as an

added ingredient

(Probiotics rank second to

vitamins at 25%)

46% of moms

Look for at least one

added ingredient

(Parents age 18-24 are 39%

more likely than older

generations to look for added

ingredients)

25% of moms

Give their child superfoods


.

Ingredient preferences by retailer


• 67% are concerned

about added sugars

in the products they

buy

• 69% limit the

amount of sugar

their child eats

• 31% track their

child’s sugar intake

vs. 16% average

• 68% are concerned

about high fructose

corn syrup in the

foods they buy

• 58% look

specifically for

added vitamins

• 44% actively give

their children

superfoods vs. 19%

average

• Shoppers over

index for a concern

about food dyes in

the brands they

choose – 40%

• Target shoppers

over index for a

concern about food

dyes in the brands

they buy – 38%

• Amazon shoppers

seek iron

fortification (44%)

and minerals

(37%) in the foods

they buy


.

% of moms who regularly buy organic foods/beverages:

• Amongst those who purchase at least one type of organic food product.

• Source: 2017 Food & Nutrition Report, BabyCenter Brand Labs Insights, July 2017.

59% start buying organic foods when expecting or

after becoming a mom*

She buys organics for her child

more than she does for herself

For themselves: For their children:

37% 48%(vs. 11% in 2009) (vs. 23% in 2009)

Moms 18-24 are 15% more likely to buy organic food for

themselves and their children


.

Source: 2017 Food & Nutrition Report, BabyCenter Brand Labs Insights, July 2017. Q: Which, if any, of the following do you buy organic? Choose all that apply.

7 in 10 moms buy at least one of these organic products, 4 products in total

Organic is more important on snack labels, less important for juice

44% 43%

32% 31% 30% 29%25% 24%

20%43% of moms

agree that they would pay

more for organic, but…

2 in 3 momssay that organic should be

the norm, so they shouldn’t

pay more for it


.


Homemade food provides

alternative to obsessing over labels

Fast Fact 1 in 3 moms (18-24) say all of their baby food is

homemade, which is double older generations!

• 67% prepare homemade baby food, +20% over 2015

• 25% choose homemade fruit or veggie puree as the

first food to give to their baby

• 54% of moms with one child younger than 2 feed their

child the same food they eat

• 39% have engaged in baby-led weaning

If moms did pick favorites...

Products, brands and retailers


.


Q: Which of the following do you typically purchase for your children? Please choose all that apply.

Look inside mom’s grocery cart

85%76% 74% 71%

66% 65% 63%58%

47% 44% 41% 39%32% 29% 29% 28% 27%

19% 19% 18% 14% 11% 11% 8% 7%


.

Source: Source: 2017 Food & Nutrition Report, BabyCenter Brand Labs Insights,

July 2017.. Amongst moms who feed their children with cereal.

Q: What types of cereal do you feed your

child(ren)? Please choose all that apply.

Spotlight: baby cereals

86%

51%

36%

33%

21%

14%

14%

Oatmeal

Multi-grain

White rice

Wheat

Brown rice

Barley

Quinoa


.

Source: 2017 Food & Nutrition Report, BabyCenter Brand Labs Insights, July 2017. Amongst moms who purchased baby/toddler food.

Q: Which of these brands of baby/toddler food have you purchased in the past 30 days?

Choose all that apply.

Brands: prepared baby/toddler food

70%

44%

42%

38%

26%

22%

20%

19%

17%

12%

10%

7%

4%

Gerber

Beech Nut

Plum Organics

Earth’s Best

Happy Baby or Happy Tot

GoGo Squeez

Store brand/Private label

Sprout

Mott’s

Ella’s Kitchen

Peter Rabbit Organics

Go & Grow (by Similac)

Other (please specify)


.

Source: 2017 Food & Nutrition Report, BabyCenter Brand Labs Insights, July 2017. Amongst moms who feed their children with prepared baby/toddler food..

Q: Which packaging do you prefer when purchasing baby food/purée?

Her preferred packaging varies by baby’s age

Glass jar Plastic cup Squeezable pouch

0%

10%

20%

30%

40%

50%

60%

0-6 months 7-11 months 1 year old 2-3 years old 4-5 years old

Fast factFood pouch mentions in the

BabyCenter Community

have more than doubled

from 2011 to 2016

The pouch is

introduced

• 5 months or younger:

11%

• 6 months: 34%

• 7 to 9 months: 41%

• 10 months or later: 14%


.

36%

33%

30%

30%

23%

21%

18%

14%

13%

11%

8%

6%

13%

Capri Sun


Minute Maid

Honest Kids

Mott’s for Tots

Gerber

Pedialyte

Nesquik

PediaSure

Welch's

Back to Nature

Ella’s Kitchen


Source: 2017 Food & Nutrition Report, BabyCenter Brand Labs Insights, July 2017. Amongst moms who purchased juice and other beverages.

Q: Which of these brands of juice and other beverages have you purchased for your children in

the past 30 days? Choose all that apply.

Brands: juice and other beverages

Juicy Juice, Simply, Apple and Eve


.

39%

31%

29%

27%

20%

13%

13%

10%

8%

8%

14%

Yoplait

Stonyfield

Go-Gurt

Chobani


Annie’s

GoGo Squeez

Gerber

Fage

Earth’s Best



.Amongst moms who purchased yogurt.

Q: Which of these brands of yogurt have you purchased for your children in the past 30 days?


Brands: yogurt

Dannon, Noosa, Activia, Siggi’s, Silk, So Delicious


.

44%38%

30%20%

18%18%

16%13%13%13%

13%7%7%7%

6%8%

Goldfish

Cheerios

Gerber

Annie’sKellogg's


Plum Organics

Nature Valley

Mott’s

Earth’s BestHappy Baby or Happy Tot

Ella’s KitchenStonyfield

Sprout

Back to Nature


Source: 2017 Food & Nutrition Report, BabyCenter Brand Labs Insights, July 2017. Amongst moms who purchased infant/toddler snacks.

Q: Which of these brands of infant and toddler snacks (e.g., puffs, cereals, crackers) have you

purchased in the past 30 days? Choose all that apply.

Brands: snacks

Horizon, Quacker, Beech-Nut


.

16% 16%

11% 9% 9% 6% 5%9%

3%

Aldi Kroger Trader Joe’s Whole Foods Safeway Sprouts Albertsons Babies R Us Buybuy Baby

Source: 2017 Food & Nutrition Report, BabyCenter Brand Labs Insights, July 2017. Amongst moms who purchased baby/toddler food.

Q: Where have you shopped for your children’s food, snacks and beverages in the past 30 days?


Her favorite food aisles

43% 42%

10%2% 20%

13%6%

30%8%

1%

Walmart Target Amazon.com Jet.com Costco Sam’s Club BJ'sWholesale

Other Dollar store Onlinesubscription

General merchandise Warehouse club Other

Grocery Baby / children

The never stale food category

Changing needs, switching brands


.

0

20

40

60

80

100

120

140

160

180

Newborn 3 mos 6 mos 9 mos 1 yr 18 mos 2 yrs 3 yrs 4 yrs 5 yrs

Index of food conversations in the BabyCenter Community

The food conversation never loses flavor


Sources: BabyCenter Brand Labs Talk Tracker™. Index is calculated based on average conversations containing the term (or a variation of the term), among BabyCenter Community Birth Clubs. [Search term: food, June 2015 – June 2017]

Food


.


of moms have

switched brands of

food and beverage

products for their

children at least once

68%

have switched

3+ times32%


.

Source: 2017 Food & Nutrition Report, BabyCenter Brand Labs Insights, July 2017. Amongst moms who have switched a brand at least once.

Q: Which of these reasons has caused you to try or switch to a new product or brand recently?

Please choose all that apply.

Price and stage drive product and brand switches

51%

44%

42%

25%

19%

15%

15%

12%

12%

9%

Price

My child is in a different stage/has different needs

Coupons or discounts

Lack of availability

Child’s request

Taste no longer appealing

Recommended by other moms/friends

Packaging

Concerns about ingredients

In-store display

Experienced moms

20% more likely to value

low prices

45% more likely to buy

store brand


.


Q: Which of the following do you typically purchase for your children? Please choose all that apply.

Food options by child’s age

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

0 to 6 months 7 to 11 months 1 y.o. 2-3 y.o. 4-5 y.o.

Yogurt

Apple sauce

Breakfast cereals

Juice

Puffs

Prepared baby/

toddler food

We believe in your brand.Trust us to bring your story to parents all over the world.

Laura Goldberg – [email protected]

Laurie Jakobsen – [email protected]

2017 food & nutrition report - amazon s3€¦ · source: 2017 food & nutrition report,...

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