The Importance of Family Meals

Bringing Families Together Through Emotional Storytelling

Agenda

• The Opportunity and Challenge

• Our Recommendation

• The Benefits of Family Dinners

• Activation Example

• Appendix

The Opportunity

Despite more people eating alone today, family meals provide the highest number of weekly meal occasions, presenting

grocers’ delis with a strong opportunity for growth.

The Challenge

How can grocers compete more effectively against other out-of-home mealtime solutions currently favored by families?

Our Recommendation

One way is for grocery delis to connect with moms/dads through a deeper emotional understanding of mealtime than

what we typically see in the market today.

The Benefits of Family Dinners

EMOTIONAL SOCIAL

HEALTH COGNITIVE & LEARNING

The Benefits

EMOTIONAL SOCIAL

HEALTH COGNITIVE & LEARNING

The Benefits

Quality vs. Quality

There are two different definitions of quality time.

Definition 1Anytime together

Activities• Meal time• TV/Movies/Video games• Driving kids to events

Definition 2Family is the focus

Activities• Meal time• Board/card games• One-on-one activities

Family meals create a structure, a point of reconnection during the day, thus providing kids with an emotional anchor point that makes them feel safe in their world.

Source: The Guilt-Trip Casserole: Dinner and the Busy Family – New York Times 2009. By Jan Hoffman

Emotional Benefits

As a result, young people are more likely to describe themselves as happy, confident and hard-working.

Emotional Benefits

Lower incidence of teen depression

Lower teen & parents stress levels

Parents/Children feel more bonded to one another

Children feel safer and more secure

Emotional Benefits

EMOTIONAL SOCIAL

HEALTH COGNITIVE & LEARNING

The Benefits

Social Benefits

The interactions surrounding family meals help kids build stronger interpersonal social skills, helping them avoid many

harmful behaviors.

Social Benefits

Lower incidence of drinking

Lower violence

Lower drug Use

Higher pro-social behaviors as adults

EMOTIONAL SOCIAL

HEALTH COGNITIVE & LEARNING

The Benefits

Health Benefits

Great opportunity to have a positive influence on nutrition and eating habits kids will carry into adulthood.

Fewer eating disorders

Less obesity

Higher intakeof healthy foods

Health Benefits

EMOTIONAL SOCIAL

HEALTH COGNITIVE & LEARNING

The Benefits

Cognitive/Language Benefits

Mealtime talk constitutes an opportunity for kids to be exposed to everyday problems (theirs or the parents) and how to

solve them.

Children can develop their cognitive skills.

• How to express problems so others can understand them.

• How to solve problems in a mature manner.

• Taking guidance and advice from others and implementing it.

Cognitive Benefits

Children learn about language and its social use.

• What are appropriate topics.

• How to give enough information to the listener.

• Acceptable means of communications like taking turns and listening to others.

• Vocabulary development.

Language Benefits

Greater reading abilities

Educational achievement

Greater vocabulary in young kids

Cognitive/Language Benefits

Activation Example

Leveraging Shared Emotional Insights

To activate this, develop communications based on this deeper emotional understanding of family mealtime.

We do this through the three key insights needed for great communications.

CONSUMPTION

BEHAVIORALEMOTIONAL

TRIGGERSHOPPER

BEHAVIORAL

How are they consuming the category/brand

?What are the

emotional hurdles?

What are the behavioral hurdles?

What are the emotional truths that

drive category behaviors?

How are they shopping the

category/brand?

What are the emotional hurdles?

What are the behavioral hurdles?

Our Approach to Insights

Example

Growth Objective: Increase deli sales by 5%.

Growth Strategy: Get current deli shoppers to purchase us more often.

Target: - Single or double parent households

- Kids 6 – 18- HHI $50,000 -

$75,000- Order food in

4x+/month

Example

Comm Strategies: - Get deli into mealtime solution

consideration set.

- Overcome purchase hurdles of quality

and freshness within an emotional story based on the Emotional

Trigger Insight.

CONSUMPTION

BEHAVIORALEMOTIONAL

TRIGGERSHOPPER

BEHAVIORAL“We eat together as a family most

nights, but when I don’t feel like cooking we get take-out. We have our go-to favorites but it depends

on what type of experience we want. Dinner and a movie mean pizza, fast food, or Chinese. But if we want a more traditional

at-the-table dinner we may opt for fast casual like Applebee’s or Olive

Garden. We rarely consider a grocery store deli as an option, I’m never sure how fresh that food is and sometimes the quality is not

great.”

“Raising kids is not an easy task, just ask any parent on the planet.

We take advantage of any little tricks of the trade we can find. Having dinner together several

times a week is one of those tricks. Not just because it means we’re all

in the same space at the same time talking, it goes much, much

deeper than that. Dinnertime conversations help our kids

develop critical thinking skills; they learn social etiquette and even

learn new words. This helps them feel safer and more confident when they’re out in the world

everyday on their own.”

“When we order out, we usually decide within an hour

or two of dinner time. Sometimes my husband or I grab something on the way

home. Other times we let the kids choose. We rarely

consider a grocery store deli because we’re never sure how

fresh the food is and sometimes the quality is not

great.”

Three Key Insights

Print Ad #1

Print Ad #2

Thank you.

Christopher Brace – Founder & CEOChristopher founded Shopper Intelligence in 2006 based on his 360-degree view of the challenges today’s marketers face. He has held management positions in Shopper Marketing, Brand Management, traditional advertising and promotions on both the client and agency sides of the business. He is dedicated to helping companies prepare for the critical role Shopper Marketing will play in the future – that of catalyst towards full marketing integration.

As CEO of Shopper Intelligence, he helps clients develop and advance their Shopper Marketing capabilities so they can lead their organizations to a deeper level of strategic integration. By integrating consumer and shopper plans, his clients bring emotional meaning to their brands using insights that reflect the emotional truths that trigger both consumption and purchase behaviors. He then translates these insights into strategies and communications that win consumers’ and shoppers’ most valuable assets – their hearts, attention, and dollars – building emotional and behavioral loyalty.

He is a Distinguished Faculty Member at the Path To Purchase Institute and a featured speaker for POPAI. As a sought after thought leader, he has spoken at conferences in China, Russia, Colombia, Brazil, Caribbean, Singapore, Malaysia and US.

ContactShopper IntelligenceChristopher Brace

212.679.4170brace@shopperintegratio

n.com

Appendix

Smarter Children

Unlikely to smoke, drink or take drugs

Courteous and conversational

Connected to family

Eating better

Sharing food and conversation at meals

Strengthens families

Source: Purdue University Center for Families

Grocers’ Opportunity

81% of parents buy items with minimal prep

time

16 meal occasions per week among HHs w/kids under

18*

Clear Benefits of Family Meals

Sources: - US Grocery Shopper Trends 2015 – FMI- The Food Marketing Institute. FMI Shopping for Health 2013

* Compared to 14.5 Pre-Family, or 73 less meals over the course of a year.

Frequent Hurdles To Mealtime

Busy Schedule Distractions

Picky EatersLack of

conversation topics

This applies to parent and children alike.Also affects shopping & prep time

1/3 of parents & kids watch TV during dinner;73% of parents use their phones

49% of HH w/children say it’s tough to find something to serve at family dinners that everyone will eat

Sources: The Harris Poll, Harris Interactive – 2013Patterns of Mobile Device Use by Caregivers and Children During Meals in Fast Food Restaurants - Dr. Jenny Radesky 2014

Emotional Benefits

Suicide Attempts2x as likely among teens who don’t eat with their parents regularly

Stress LevelsReported Teen stress level decreases as the frequency of family meals increases

Feelings of Closeness- 82% of parents feel closer to their kids when having dinner together- 72% of kids feel closer to their parents

Sources:- Teens and their parents in the 21st century, Council of Economic Advisers, 2000- The Importance of Family Dinners VIII – CASAColumbia, September 2012- Share the Table: The Barilla Family Dinner Project – Dr. William Doherty, 2010

Relaxed/ Safe- 65% of parents report feeling less stressed when eating as a family- 52% of kids say family dinners at home contribute to their feeling safe/secure.

Social Behavior Outcomes

DrinkingPrevalence of drinking is nearly 2x as low among teens having family meals*

Drug UseOnly 24% have used marijuana vs. 50% among teens not sharing regular family meals

Violence<30% have been in a serious fight vs. 40%+ among teens not sharing regular family meals

Educational AchievementHigher grade points; more likely to go to college

Source: Teens and their parents in the 21st century, Council of Economic Advisers, 2000.* Based on family meals at least 5 days/week. Teens age 12-16

Health Behavior Outcomes

Eating Disorder35% less likely to engage in disordered eating

Obesity12% less likely to be overweight

Healthy Foods24% more likely to eat healthier foods

Source: Hammons & Fiese, 2011

Meal Occasions

US Grocery Shopper Trends 2015 – FMI