America’s Kitchens:RE-DEFINING ROLES AND VALUES

There Was a Time When Roles Were Clearly Defined

2

Today, Those Roles are Shifting

60% of households have both parents working outside the home

75% of Dads say they are more involved with their kids than their fathers were

59% Young women

47% Young men

Both make parenting a priority

3

  Source: Pew Research Center, Source: Parenting.com

4

How moms and dads are dividing and conquering in the kitchen

So We Did A Deeper Dive to Understand…

This telephone survey was conducted among married moms & dads living in the same household with kids under the age of 18. One person took the survey at a time, while the other waited in their turn in another room.

A Unique Methodology…

500 households with kids under 18n=1,000+/- 3.1%

500 DADSMOE: +/-4.4%

500 MOMSMOE: +/-4.4%

5

The Shared Value Set

6

But both agree on what’s most important…what and how their family eats

7

Moms and Dads Believe America’s Approach to Food Production Is on the Wrong Track…

67%DADS

73% MOMS

7

Q29: All in all, do you think that America’s overall approach to food production puts us on the right track to living healthier lifestyles, or do you feel that things are off on the wrong track

Their Choices Are Extremely PersonalThe foods I eat make a statement about my personal values

8

64%

MOMS

70%

DADS

Q30: Thinking about the foods you eat, how much do you agree or disagree with the following statements? The foods I eat makes a statement about my personal values

They Have the Same Values When it Comes to Their Food

72%73%

I try to purchase foods that are raised or grown locally

76%79%

It is important that I know where the food I buy comes from

9

63%72%

It is important that I know the meat I buy has been humanely raised

Q31-33: Thinking about the foods you eat, how much do you agree or disagree with the following statements?

And Also Have Similar Priorities that Drive Food Purchase Decision

86%89%

I try to limit the amount of processed foods my family eats

10

95%98%

When purchasing foods, I think about the nutrients my meals provide my family

90%89%

I usually cook meals with fresh ingredients

Q35, Q39, Q42: I’m going to read you a few more statements, and for each I would like you to tell me how much you agree or disagree.

When Forced to Choose What Is Most Important, Taste & Nutrition Come Out on Top

Nutritional quality (31%)

Taste (21%)

Freshness (16%)

Price (16%)

List of ingredients (6%)

How processed it is (5%)

Organic / natural (3%)

Health claims on package (1%)

Brand name (0%)

Taste (24%)

Nutritional quality (23%)

Freshness (19%)

Price (18%)

List of ingredients (6%)

How processed it is (4%)

Organic / natural (4%)

Health claims on package (1%)

Brand name (0%)

11

Q28: You rated each of the following items as ‘Very Important’ to your purchase decision. Of these items, which would you say is most important to you?

Food Is a Connected, Connecting Experience

12

Moms and Dads Both Value Family Experience

96%98%

It is important to teach children how to cook

92%93%

It’s important to expose my children to different cultures and cuisines

96%97%

Dinner is a time to connect with my family

90%86%

I enjoy sharing with my family the foods I ate when I was young

13

Q38, Q40, Q41, Q44: I’m going to read you a few more statements, and for each I would like you to tell me how much you agree or disagree.

They Are Often Connected With Food-Related Activities

62%67%

Watch cooking channels

14

46%52%

Host dinner parties

40%43%

Tend a vegetable garden

71%75%

Visit a farmers market

Q64-75: Which of the following do you personally do?

And While Mom Is Generally More Engaged With Food Media, Dad Is There as Well

Find recipes on Pinterest

45%

16%

Follow food brands on

social media

25%

11%

Read food blogs

35%

15%Follow food

personalities on social media

17%

14%

Use cooking apps

37%

25%

59%

27%

Post meal pictures on

social media

21%

13%

Read food magazines

Q64-75: Which of the following do you personally do?

15