Conducted by Just Kid Inc (JKI), a researcher focused on the market for children’s products, the study found that health and nutrition was a priority for 86 percent of mothers when purchasing foods for their children.
However, when it came to specific ingredients thought to contribute to health and nutrition, mothers were “not as interested in sophisticated ingredients as they were some basic, simple benefits like ‘fresh’ and ‘balanced nutrition’,” said the group.
“They give mid-level ratings to some traditionally-important nutrients, like calcium, protein, etc., while they rate more trendy nutrients like omega-3s and choline at the bottom of their priority list. At the end of the day, moms are seeking a more authentic form of health, linked very closely to the food,” said managing director of JKI Research & Strategy Amy Henry.
The 30-minute online survey canvassed views of 3,600 mothers of kids aged 2-14. The nationally representative sample included over 700 African American mothers and over 700 Hispanic mothers.
The findings, released publically early this year, indicated that although mothers remain focused on nutrition, 96 percent of respondents said they are also influenced by their children’s preferences.
Some 66 percent of mothers said they wanted to provide something for lunch that their child will eat without supervision, while 65 percent wanted their kids to love the taste of products.
According to JKI, the survey findings indicate a shift in the way mothers think about food choices.
“Ten years ago, moms prioritized convenience and kid fun. Today, moms are looking for more authentically healthy and enjoyable food – and are looking to make kids appreciate eating, not just the packaging or promotions surrounding their food.”
“Rather than just focusing on the here and now, moms are acutely aware that the decisions she makes today shape her kids' eating habits and overall health for the long-term. And the good news for marketers is that she's willing to reward brands that help her get closer to this ideal.”