For parents, feeding their kids is largely driven by generational factors, as well as parenting styles and demographics. There are distinct differences in the attitudes and behaviors of parents based on what groups they belong to and identify with. It’s important for manufacturers and brands to target these subsets specifically, particularly in light of a market in which there are fewer households with children, and fewer children in families that do have children.
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Table of Content
Scope and Themes
What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Executive Summary
Overview
Households with children likely to continue declining
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
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
Figure 3: Factors that impact feeding decisions at home, by generations, top five responses, May 2014
Different parent styles also impact kid-feeding decisions
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
Figure 5: Factors that influence feeding decisions at home – Parenting food groups, by household income, May 2014
Figure 6: Agreement with attitudes toward children’s eating habits and nutrition, by income
Race/ethnicity factor into different types of decision making
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
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
Figure 9: Parent influences on decisions related to feeding one's children at home, by gender, May 2014
What we think
Market Drivers
Key points
Childhood obesity driving parents to look for healthier food options
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
Figure 11: Median household income in US, in inflation-adjusted dollars, 2001-11
Fewer children in the household impacting market
Figure 12: Total US households, by presence of own children, 2003-13
Parent Attitudes, Factors, and Influencers toward Feeding Their Kids
Key points
Primary decision maker for feeding kids at home
Women still primary decision makers on feeding kids
Figure 13: Primary decision maker for feeding children at home, by gender, May 2014
Higher-income levels suggests a more collaborative approach
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
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
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
Figure 17: Factors that impact feeding decisions at home, by age, May 2014
Higher-income parents say affordability has less impact, organic is considered
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
Figure 19: Factors that impact feeding decisions at home, by race, May 2014
Education
Figure 20: Factors that impact feeding decisions at home, by education, May 2014
Single parents say affordability, easy preparation for kids are key factors
Figure 21: Factors that impact feeding decisions at home, by marital/relationship status, May 2014
Midwest parents are more pragmatic; West influenced by organic
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
Figure 23: Parent behaviors on feeding decisions at home, May 2014
Parents of older children impacted by kids’ busy lives
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
Figure 25: Parent behaviors on feeding decisions at home – Any do, by age, May 2014
Figure 26: Your attitudes, opinions, and interests, by age, January 2013-March 2014
Highest-income parents more likely to read labels thoroughly before buying
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
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
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
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
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
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
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
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
Figure 36: People who influence decisions related to feeding one's children at home, by gender, May 2014
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
Figure 38: People who influence decisions related to feeding one's children at home, by age, May 2014
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
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
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
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
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
Figure 45: Primary decision maker for feeding children at home, by generations, May 2014
Figure 46: Factors that impact feeding decisions at home, by generations, May 2014
Figure 47: Factors that influence feeding decisions at home – Any use, by generations, May 2014
Figure 48: Agreement with attitudes toward children's eating habits and nutrition, by generations, May 2014
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
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
Key points
Different parent styles impact feeding decisions and behaviors
Figure 51: Factors that impact feeding decisions at home, by parenting food groups, May 2014
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
Figure 53: Agreement with attitudes toward children's eating habits and nutrition, by parenting food groups, May 2014
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
Figure 55: People who influence decisions related to feeding one's children at home, by parenting food groups, May 2014
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
Key points
The kids’ side of the story
Figure 57: Attitudes toward food and eating, by gender, November 2012-December 2013
Figure 58: Attitudes toward food and eating, by age, November 2012-December 2013
The teens’ side of the story
Figure 59: Attitudes toward food and eating, by gender, November 2012-December 2013
Figure 60: Attitudes toward food and eating, by age, November 2012-December 2013
Trend Applications
Trend: Nouveau Poor
Trend: Immaterial World
Trend: Mood to Order
Innovations and Innovators by Parenting Style
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
Overview of the marketing landscape
Theme: Healthy food by whatever means possible
Appendix – Other Useful Consumer Tables
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