Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Executive Summary
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- Overview
- Households with children likely to continue declining
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- Figure 1: Total US households, by presence of own children, 2003-13
- Dads help, but women still primary decision makers when it comes to feeding the kids
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- Figure 2: Primary decision maker for feeding children at home, by gender, May 2014
- Looking at the market through the lens of different generations…
- Millennial Parents
- Generation X Parents
- Baby Boomers
- …and parent feeding styles
- Permissive parents
- Strict parents
- Health Pusher parents
- Generations differ in key factors that impact feeding their kids
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- Figure 3: Factors that impact feeding decisions at home, by generations, top five responses, May 2014
- Different parent styles also impact kid-feeding decisions
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- Figure 4: Factors that influence feeding decisions at home – Any use, by parenting food groups, May 2014
- Income correlates highly with what and how parents feed their kids
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- Figure 5: Factors that influence feeding decisions at home – Parenting food groups, by household income, May 2014
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- Figure 6: Agreement with attitudes toward children’s eating habits and nutrition, by income
- Race/ethnicity factor into different types of decision making
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- Figure 7: Your attitudes, opinions, and interests, by race/Hispanic origin, January 2013-March 2014
- Parents in the West most likely to push healthy foods
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- Figure 8: Parent behaviors on feeding decisions at home – Any do, by regions, May 2014
- Media and others more likely to influence men’s decisions on feeding kids
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- Figure 9: Parent influences on decisions related to feeding one's children at home, by gender, May 2014
- What we think
Market Drivers
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- Key points
- Childhood obesity driving parents to look for healthier food options
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- Figure 10: Percent of children* who are obese, 2001-02 to 2011-12, by age
- Economic concerns such as employment and job instability still factors
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- Figure 11: Median household income in US, in inflation-adjusted dollars, 2001-11
- Fewer children in the household impacting market
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- Figure 12: Total US households, by presence of own children, 2003-13
Parent Attitudes, Factors, and Influencers toward Feeding Their Kids
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- Key points
- Primary decision maker for feeding kids at home
- Women still primary decision makers on feeding kids
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- Figure 13: Primary decision maker for feeding children at home, by gender, May 2014
- Higher-income levels suggests a more collaborative approach
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- Figure 14: Primary decision maker for feeding children at home, by household income, May 2014
- Blacks more likely to be single parents and sole decision maker
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- Figure 15: Primary decision maker for feeding children at home, by race, May 2014
- Factors that impact feeding decisions at home
- Parents say foods/flavors kids like is most important; nutrition factors rank lower
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- Figure 16: Factors that impact feeding decisions at home, May 2014
- Older parents, with likely older kids, say what kids like and can make themselves is important
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- Figure 17: Factors that impact feeding decisions at home, by age, May 2014
- Higher-income parents say affordability has less impact, organic is considered
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- Figure 18: Factors that impact feeding decisions at home, by household income, May 2014
- Other race parents most concerned about nutrition, organics; less about affordability
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- Figure 19: Factors that impact feeding decisions at home, by race, May 2014
- Education
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- Figure 20: Factors that impact feeding decisions at home, by education, May 2014
- Single parents say affordability, easy preparation for kids are key factors
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- Figure 21: Factors that impact feeding decisions at home, by marital/relationship status, May 2014
- Midwest parents are more pragmatic; West influenced by organic
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- Figure 22: Factors that impact feeding decisions at home, by regions, May 2014
- Parent behaviors around feeding decisions
- Parents are proactive in helping kids eat healthy
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- Figure 23: Parent behaviors on feeding decisions at home, May 2014
- Parents of older children impacted by kids’ busy lives
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- Figure 24: Parent behaviors on feeding decisions at home – by age of child(ren), May 2014
- Younger parents, likely with younger kids, try to build good habits early on
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- Figure 25: Parent behaviors on feeding decisions at home – Any do, by age, May 2014
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- Figure 26: Your attitudes, opinions, and interests, by age, January 2013-March 2014
- Highest-income parents more likely to read labels thoroughly before buying
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- Figure 27: Parent behaviors on feeding decisions at home – Any do, by household income, May 2014
- Hispanic/other race parents more focused on nutrition/healthy eating
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- Figure 28: Your attitudes, opinions, and interests, by race/Hispanic origin, January 2013-March 2014
- Figure 29: Parent behaviors on feeding decisions at home – Any do, by race, May 2014
- West region parents strive for disciplined, nutritious eating at home
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- Figure 30: Parent behaviors on feeding decisions at home – Any do, by regions, May 2014
- Parent attitudes toward kids’ eating habits and nutrition
- Men have more concerns about kids’ eating habits and nutrition
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- Figure 31: Agreement with attitudes toward children's eating habits and nutrition, by gender, May 2014
- Higher-income parents most likely to have worries, would pay more for kid food with health benefits
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- Figure 32: Agreement with attitudes toward children's eating habits and nutrition, by household income, May 2014
- Younger first-time parents have more concerns, issues on feeding their kids
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- Figure 33: Agreement with attitudes toward children's eating habits and nutrition, by age, May 2014
- Black/other race parents would pay more for more nutritious kid food
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- Figure 34: Agreement with attitudes toward children's eating habits and nutrition, by race/Hispanic origin, May 2014
- Urban parents have more concerns, would pay more for food with kid-specific nutrition
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- Figure 35: Agreement with attitudes toward children's eating habits and nutrition, by area, May 2014
- What influences parent decisions about feeding their kids
- Men’s feeding decisions more influenced by others and media, than women
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- Figure 36: People who influence decisions related to feeding one's children at home, by gender, May 2014
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- Figure 37: Other outside influences that impact feeding one's children at home, by gender, May 2014
- Younger first-time parents more influenced by professionals
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- Figure 38: People who influence decisions related to feeding one's children at home, by age, May 2014
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- Figure 39: Other outside influences that impact feeding one's children at home, by age, May 2014
- Higher-income parents more influenced by family, friends, peers
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- Figure 40: People who influence decisions related to feeding children at home, by household income, May 2014
- Figure 41: Other outside influences that impact feeding one's children at home, by household income, May 2014
- Hispanics influenced by media sources; one third of Blacks look to professionals
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- Figure 42: People who influence decisions related to feeding one's children at home, by race/Hispanic origin, May 2014
- Figure 43: Other outside influences that impact feeding one's children at home, by race/Hispanic origin, May 2014
- Social-media-involved parents are most influenced by others on kid-feeding decisions
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- Figure 44: People who influence decisions related to feeding one's children at home, by visits social media websites daily, May 2014
How Parents Feed Their Kids by Generational Groups
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- Key points
- Profile: Millennial parents and feeding their kids
- Millennial parent strategies
- Profile: Generation X parents and feeding their kids
- Gen X parent strategies
- Profile: Baby Boomer parents and feeding their kids
- Baby Boomer parent strategies
- Generational differences in feeding decisions
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- Figure 45: Primary decision maker for feeding children at home, by generations, May 2014
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- Figure 46: Factors that impact feeding decisions at home, by generations, May 2014
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- Figure 47: Factors that influence feeding decisions at home – Any use, by generations, May 2014
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- Figure 48: Agreement with attitudes toward children's eating habits and nutrition, by generations, May 2014
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- Figure 49: People who influence decisions related to feeding one's children at home, by generations, May 2014
- Figure 50: Other outside influences that impact feeding one's children at home, by generations, May 2014
Parent Styles toward Feeding Their Kids
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- Classic parenting styles defined
- Three styles uncovered on how parents feed their kids
- Profile: Permissive parents
- Insights and opportunities
- Profile: Strict parents
- Insights and opportunities
- Profile: Health Pusher parents
- Insights and opportunities
Parent Style Groups
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- Key points
- Different parent styles impact feeding decisions and behaviors
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- Figure 51: Factors that impact feeding decisions at home, by parenting food groups, May 2014
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- Figure 52: Factors that influence feeding decisions at home – Any use, by parenting food groups, May 2014
- Permissive parents may be overwhelmed by feeding decisions
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- Figure 53: Agreement with attitudes toward children's eating habits and nutrition, by parenting food groups, May 2014
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- Figure 54: Agreement with statements regarding preferences for feeding children at home, by parenting food groups, May 2014
- Strict parents influenced by professionals; Permissives, by peers and their kids
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- Figure 55: People who influence decisions related to feeding one's children at home, by parenting food groups, May 2014
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- Figure 56: Factors that influence feeding decisions at home – Parenting food groups, by people who influence decisions related to feeding one's children at home, May 2014
Kids’ and Teens’ Attitudes toward Food and Eating
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- Key points
- The kids’ side of the story
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- Figure 57: Attitudes toward food and eating, by gender, November 2012-December 2013
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- Figure 58: Attitudes toward food and eating, by age, November 2012-December 2013
- The teens’ side of the story
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- Figure 59: Attitudes toward food and eating, by gender, November 2012-December 2013
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- Figure 60: Attitudes toward food and eating, by age, November 2012-December 2013
Trend Applications
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- Trend: Nouveau Poor
- Trend: Immaterial World
- Trend: Mood to Order
Innovations and Innovators by Parenting Style
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- Permissive parents focus on food kids will love
- Strict parents are most interested in healthy discipline
- Health Pusher parents look for clever ways to make healthy eating easy
Marketing Strategies
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- Overview of the marketing landscape
- Theme: Healthy food by whatever means possible
Appendix – Other Useful Consumer Tables
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- Figure 61: Any decisions makers for feeding children at home, by parenting food groups, May 2014
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- Figure 62: Any decisions makers for feeding children at home, by household income, May 2014
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- Figure 63: Primary decision maker for feeding children at home, by household income, May 2014
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- Figure 64: Factors that impact feeding decisions at home, by household income, May 2014
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- Figure 65: Your attitudes, opinions, and interests, by gender, January 2013-March 2014
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- Figure 66: Your attitudes, opinions, and interests, by household income, January 2013-March 2014
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- Figure 67: Your attitudes, opinions, and interests, by education, January 2013-March 2014
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- Figure 68: Your attitudes, opinions, and interests, by marital status, January 2013-March 2014
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- Figure 69: Factors that influence feeding decisions at home – Any use, by education, May 2014
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- Figure 70: Agreement with attitudes toward children's eating habits and nutrition, by race/Hispanic origin, May 2014
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- Figure 71: Statements regarding preferences for feeding children at home, May 2014
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- Figure 72: Agreement with statements regarding preferences for feeding children at home, by gender, May 2014
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- Figure 73: Factors that influence feeding decisions at home, by people who influence decisions related to feeding one's children at home, May 2014
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- Figure 74: Factors that influence feeding decisions at home, by other outside influences that impact feeding one's children at home, May 2014
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- Figure 75: Factors that influence feeding decisions at home, by other outside influences that impact feeding one's children at home, May 2014
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- Figure 76: Factors that influence feeding decisions at home – Parenting food groups, by people who influence decisions related to feeding one's children at home, May 2014
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- Figure 77: Other outside influences that impact feeding one's children at home, by gender, May 2014
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- Figure 78: People who influence decisions related to feeding one's children at home, by race/Hispanic origin, May 2014
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- Figure 79: Other outside influences that impact feeding one's children at home, by regions, May 2014
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- Figure 80: Other outside influences that impact feeding one's children at home, by area, May 2014
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- Figure 81: Agreement with statements regarding preferences for feeding children at home, by household income, May 2014
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- Figure 82: Agreement with statements regarding preferences for feeding children at home, by race/Hispanic origin, May 2014
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- Figure 83: Attitudes toward food and eating, by age, November 2012-December 2013
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- Figure 84: Attitudes toward food and eating, by region, November 2012-December 2013
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Appendix – Trade Associations
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