Food Marketers to Connect with Moms Online in 2013

Many resolutions lose their appeal after the first few weeks of any new year. But, marketers can bet HispanicGrocerythere is one consumer group that will stick to resolutions. Moms are taking their concerns about healthy eating and efficient shopping and cooking to a whole new level in 2013.

This year, moms will put a big focus on healthy ingredients and new ways to prepare meals. The Cart to Kitchen 2013: Slicing Into Moms’ Food Decisions study released by Fleishman-​Hillard and TheMotherhood​.com reports that 96% of moms will make changes to how they buy food this year. The never-​ending stream of news about which ingredients are healthful or have been genetically modified is important to moms. They note that bloggers and other moms are their top sources for information – instead of dieticians and doctors.

The top kitchen goals for moms in 2013:

  • Improved organization while shopping 41%
  • Fewer store trips 33%
  • Improved weekly meal planning 67%
  • More cooking ahead and freezing 51%

At the same time, half of moms are spending more time reading food labels and plan to buy less processed food this year.

All of this means moms will be doing more cooking. As they decide what they’ll cook, moms are accessing technology. Favorite online sites include AllRecipes​.com. (25%), Pinterest (19%) and FoodNetwork​.com (15%).

Marketers who increase their presence on these sites and offer information on healthful cooking will have a good chance of convincing moms to buy their products in the grocery store.

[Source: Fleishman-​Hillard and TheMotherhood​.com. New Study. Fleishmanhillard​.com. 19 Dec. 2012. Web. 7 Jan. 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.