Grocers Win Moms with Reward Programs and Convenience

Targeting moms can be a good way for grocers and other specialty food stores to attract long-​term, steady shoppers. Lately, moms have found two big reasons to shop for food basics and to do more cooking at home. These consumers are looking for ways to save money and they want to feed their families healthy and delicious meals. A new survey by Bohan sheds light on how moms plan to spend the family food budget for the rest of 2010.

One major trend revealed by this study is the continuing interest in cooking at home.  Nearly 2 out of 3 (63%) moms will cook easy-​to-​make meals at home in 2010. However, this group is not all about organic or locally sourced food. For example:

  • Those who plan to increase purchases of organic or all-​natural food: 24%
  • Those who plan to buy more locally sourced food: 35%

However, if these foods are offered at the mainstream grocery store, moms will buy them at the following rates:

  • Female consumers who want to buy healthy food at mainstream grocers: 71%
  • Moms who buy healthier food at grocery stores at least once a week: 44%
  • Mom who will buy more healthier food at grocery stores this year: 53%

Because budgets are still tight, moms look for ways to save money and say they use these strategies:

  • Coupons 84%
  • Look for deals 72%
  • Stock up on low-​priced items 66%
  • Buy only on sale 46%
  • Visit less expensive stores 44%
  • Buy private label 42%

Moms also say they cut back on purchasing treats, brand name items, alcoholic and other beverages when they’re worried about finances.

Another important finding from this survey relates to convenience. For example, moms say the following two store-​based services are most important: a wide selection of brands (71%) and personalized reward programs (66%).   These details indicate that busy moms want to go to one store to complete their shopping and be rewarded for their loyalty. While they shop, mom also check out the healthy and locally-​sourced options. Grocers who center their advertising message on convenience may be rewarded with more foot traffic from high-​value moms.

[Source: Why Moms Rule 2010 Dining Survey. Bohanideas​.com. 2010. Web. 12 Jul. 2010] 
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.