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WHAT MATTERS TO MOM
Revelations About Mealtime & More
Marlena HidlaySenior Marketing Manager & ELN Segment Lead, North America
The Evolution of Mealtime
Flexible lifestyles
Clean Label
Variety
Meal subscription kits
Diversity
Online grocery shopping
Takeout
Convenience
TransparencyFamily traditions
Value
Nutrient DensitySustenance
Price
Taste
Fortification
Fortification
Trendy
Portion size
Balanced
Convenience
Taste
Technology
Fortification
Food Allergies
OUR OBJECTIVES:
• To uncover consumer insights, perceptions
and needs
• Bring new insights and concepts to help
grow our customers’ brands
• Guide our efforts in innovation to drive
growth within the early life nutrition space
CONSUMER
NEEDSCONSUMER
PERCEPTIONS
CONSUMER
INSIGHTSGlobal Reach
Robust
Methodology
USA, China, Indonesia, Brazil, Mexico, Germany, Australia,
India, Thailand, Vietnam, Saudi Arabia/UAE, Russia
• Targeting 600 consumers per market* (200 per age group)
• Online survey with open ended video question
• Spread of income; non-rejectors of multivitamin
supplements and/or fortified foods
• Questions will ascertain qualitative behaviors, attitudes,
usage patterns and drivers of consumption for nutritionally
fortified products
Moms with kids aged 4-6
Moms with kids aged 7-9
Moms with kids aged 10-12
1 Study
Broad
Audience
Global Reach
Robust
Methodology
Global Kids Attitude & Usage StudyUnderstanding Motherhood Through the Consumer Lens
AGE OF KIDS
AGE OF MOTHERS (AVERAGE)
SIZE OF FAMILY
We conducted an online survey with mothers of children aged 4-12 years old:
- Distributed across USA
- Representing a mix of income levels
REGION
INCOME (USD)
Less than $20k 8%
$20-$29k 7%
$30-$39k 10%
$40-$49k 10%
$50-$59k 14%
$60-74k 12%
$75-99k 16%
$100-149k 15%
$150k or more 5%
Prefer not to say 3%
Small family (1-2 kids) 68%
Medium family (3-4 kids) 28%
Large family (5+ kids) 4%
Northeast 23%
Southeast 20%
Great Lakes 18%
Midwest 9%
Southwest 11%
Northwest 10%
West 8%
Total Average 39 years
Mothers of 4-6 year olds 36 years
Mothers of 7-9 year olds 39 years
Mothers of 10-12 year olds 43 years
Total n=601
4-6 years old n=200
7-9 years old n=199
10-12 years old n=202
A7. Kids age; A3. Moms age; A5. Region; A6, How many kids do you have; A4. Region
Base: Total Sample n=601
Survey Respondents Were Representative of the US Population
61%
14%
12%
8%
3%
2%
Caretaker
Burdened
Control
Holistic
Achievement
Expertise
“Security and safety is paramount, I'll do anything I
can to protect my children's health and safety”
“Motherhood will be my greatest accomplishment”
“My decisions may be different to other mothers, but
I am confident I know what suits my child best”
“Raising children is hard work and requires
determination”
“I'd describe myself as a very proud mom”
Top 5 statements:
B2. Attitudes to parenting – max diff
Base: Total Sample n=601
Motherhood Style
HOLISTICMoms want their children to be able to
live life to the full an be as creative as
possible
CARETAKERSafety is paramount, moms want to
protect their child from a dangerous
world
EXPERTISEI believe how I bring up my children
is best and others come to me for
advice
CONTROLAs a mom I know best. I want my
child to be well disciplined
BURDENEDI love being a mom but I am
stressed and tired
ACHIEVEMENTI want my children to be competitive
and do as well as me
‘Caretaker’ Motherhood Style is the Most Common in the US, as
Security and Safety are Paramount
Claimed time spent on each activity
0 20 40 60 80 100 120 140 160
Homework
Active
Screen time
Social time
4-6 years (n=200) 7-9 years (n=199) 10-12 years (n=202)
B9. On a typical day, how many minutes does your kid spend…
Base: Total Sample n=601
Average number of minutes per day
Screen Time is Prevalent Across all Age Groups, Opportunities for Blue Light Formulas
Health Social Behavior Performance
68% 66% 63% 35%
B7. If you had to pick one to three priorities, which of the following are most important to you when it comes to [Child]’s development and future?
Base: Total Sample n=601, 4-6 years n=202, 7-9 years n=198, 10-12 years n=207
Moms are Most Conscious of Kids Mental Health and Confidence in the Long Term
Top 10 Priorities for Future Development
CONFIDENTIAL For Internal Use Only
1Spending quality time together as
a family56%
2Making sure they are getting
enough nutrients in their diet46%
3Introducing them to a variety of
different foods or meals30%
4Boosting the amount of fruit and
vegetables my child eats29%
5 That they eat enough food 27%
Top 5 meal time priorities
B10. Thinking about meal times, which of the following factors are most important
to you? Base: Total Sample n=601
Meal time priorities revolve around food content and spending quality time together
89%
71%
43%
21%
Food content Family time Food enjoyment Efficiency
Meal time priorities
Dietary restriction
and/or picky eater, 43%
None, 57%
% Total children without dietary
restrictions
C5. On a scale of 1-5, how much of a picky eater is [child]? – Top 2 box shown
C1. Does your child follow any specific diets? Do any of the following apply to [child]? Base: Total Sample n=601
4-6 yrs 7-9 yrs 10-12 yrs
+4% -4% 0%
4-6 yrs -1%
7-9 yrs -1%
10-12 yrs +2%
4-6 yrs +6%
7-9 yrs -6%
10-12 yrs -1%
Picky eater
Allergy/special diet
Picky eater, 35%
None, 65%
Allergy / intolerance, 11%
Special diet, 3%
Both, 2%
None, 84%
More than 1/3 identify their child as a picky eater, 16% have to accommodate a specific dietary requirement
C2. How involved or influential is [Child] in deciding what food they eat at each meal?
Base: Total Sample n=601
Children Have Great Influence Over Meals & Snack Choices, Especially Breakfast
4-6 years
10-12 years
7-9 years
% taking any form
of supplement
F1. Which of the following nutritional supplements has [Child] taken in the last year? And how frequently do they take them?
Base: Total Sample n=601, 4-6 YO n=200, 7-9YO n=199, 10-12YO n=202
Supplement usage of kids 4-12 years
Complementing a Healthy Diet with Necessary Supplements
75%
76%
75%
71%
36% 35%
27% 25% 24% 24% 22% 22%
Multi-vitamins Vitamin Csupplements
Probiotics Vitamin Dsupplements
Calciumsupplements
Omega-3supplements
Vitamin Bsupplements
DHAsupplements
Vitamin Esupplements
F5. Which of the following formats of nutritional supplements do you purchase?
Base: Supplement users; Total Sample n=454, 4-6 YO n=150, 7-9YO n=152, 10-12YO n=152
Gummies are the Most Preferred Format Across All Age Groups
4-6 years 7-9 years 10-12 years
-2% +1% 0%
-3% 0% +3%
-3% -1% +4%
-7% +1% +7%
+3% +2% -5%
+5% -2% -2%
What format are they buying? Age of child
68%
33%
18%
13%
8%
7%
Gummy
Chewable tablet
Soft chews
Capsule/ tablet
Liquid / liquid drops
Powder format
B4. Thinking about [Child]’s health, what are of most interest in terms of their development over the next six months?
Base: Total Sample n=601, 4-6 years n=200, 7-9 years n=199, 10-12 years n=202
Key interests by child age
Top 10 Health/Need State Interests:
47%
45%
44%
34%
33%
32%
32%
29%
28%
28%
Healthy teeth and bones
Healthy sleep patterns
Maintaining a healthy diet
Good attention span or concentration levels
Immunity / developing a healthy immune system
Healthy cognitive development
Vision & eye health
Maintain good mood
Preventing anxiety
Avoiding stress
4-6 yrs
+6%
4-6 yrs
+7%
10-12 yrs
+4%
10-12 yrs
+5%
D1. When shopping for food for child, how often do you look at the labels on pre-packaged foods?
Base: Total Sample n=601
Moms Read Product Labels When Shopping for Their Children
For Internal Use Only
Moms Check Labels for Added
Sugar, Naturalness, Artificial
Colors & Flavors, and Nutrition
Always or Sometimes Look For:• No added sugar 63%• All natural 63%• No artificial colors, flavors 61%• High protein 56%• Added nutrition 55%• No hormones 54%• High fiber 50%• Non-GMO 48%• Low salt / low sodium 48%• Sugar-free 44%
D2. When shopping for food and beverages for [Child], do you look for the following
product attributes?
Base: Total Sample n=601
Appeal of health claims by age
D3. Please rank these claims based on how appealing they are to you on food products for your child
Base: Total Sample n=601, aged 4-6 n=200, aged 7-9 n=199, aged 10-12 n=202
69%
64%
50%
49%
37%
35%
33%
30%
28%
24%
Supports overall health
Provides complete nutrition
Supports immune health
Supports brain health
Supports healthy mood and well-being
Supports healthy digestion
Supports growth
Supports bone health
Supports healthy weight maintenance
Supports healthy weight gain
“Supports Overall Health” and “Provides Complete Nutrition” are the Most Appealing Health Claims on Food Products
4-6 yrs
+7%
10-12 yrs
+5%
Product format in which claims are most appealing
D5. Which types of food and beverage products do you prefer to see this product claim on, or would you like to see this claim on in the future?
Base: Claims interested in
YogurtBreakfast
items
Fruit/veg
pureesSmoothies Water Cheese Juice
Prepared
meals
Instant
drink mix
Savory
snacks
Sweet
snacks
Supports overall health
Provides complete nutrition
Supports immune health
Supports brain health
Supports mood and well-being
Supports healthy digestion
Supports quality of sleep
Supports bone health
Supports weight maintenance
Supports growth
Supports weight gain
Supports eye health
Functional Fortification is Appealing in Many Categories,
Especially Dairy and Breakfast Items
44% 45% 48% 39% 45% 36% 37% 37% 31% 25% 25%
36% 48% 41% 42% 18% 32% 28% 43% 36% 21% 24%
33% 32% 42% 45% 23% 19% 41% 25% 25% 14% 19%
27% 42% 33% 36% 31% 24% 22% 21% 20% 21% 17%
25% 35% 30% 32% 30% 22% 28% 29% 22% 27% 27%
42% 34% 43% 42% 33% 24% 24% 24% 24% 19% 17%
31% 31% 30% 31% 16% 25% 26% 24% 20% 18% 25%
51% 30% 25% 32% 17% 41% 20% 17% 20% 22% 11%
40% 31% 38% 27% 41% 24% 20% 30% 29% 22% 29%
38% 34% 36% 34% 27% 27% 24% 26% 27% 16% 16%
29% 29% 23% 19% 23% 24% 23% 11% 29% 21% 18%
43% 31% 27% 20% 18% 24% 25% 25% 20% 18% 10%
Appeal of added vitamins/minerals by age
D4. How appealing would you find each of the following added ingredients into any type of packaged food, snack or beverage?
Base: Total Sample n=601, aged 4-6 n=200, aged 7-9 n=199, aged 10-12 n=202
Moms Find Food & Beverage Products With Added Essential
Vitamins and Minerals Most Appealing
72%
61%
56%
55%
51%
34%
32%
30%
29%
26%
15%
13%
9%
7%
Essential vitamins and minerals
Vitamin C
Protein
Calcium
Vitamin D
Fiber
Iron
Probiotics
B vitamins
Omega-3
DHA
Prebiotics
Magnesium
Zinc
10-12 yrs
+6%
4-6 yrs
+6%
Product format in which nutrients are most appealing
D5. Which types of food and beverage products do you prefer to see this product claim on, or would you like to see this claim on in the future?
Base: Vitamin/minerals interested in
Yogurt SmoothiesBreakfast
itemsJuice
Fruit/veg
pureesCheese
Instant
drink mix
Prepared
mealsSweet
Savory
snacksWater
Essential vitamins and minerals
Vitamin C
Protein
Calcium
Vitamin D
Fiber
Iron
Probiotics
B vitamins
Omega-3
DHA
36% 44% 35% 43% 51% 30% 39% 33% 33% 28% 26%
27% 43% 23% 62% 43% 15% 24% 20% 15% 15% 16%
34% 34% 36% 17% 19% 31% 24% 37% 25% 28% 13%
48% 30% 24% 29% 20% 52% 22% 21% 17% 14% 13%
37% 28% 31% 26% 24% 43% 28% 23% 20% 18% 13%
32% 31% 34% 24% 37% 17% 18% 28% 37% 31% 16%
35% 20% 34% 22% 27% 24% 26% 28% 26% 18% 16%
66% 46% 28% 22% 22% 30% 29% 17% 21% 15% 14%
26% 26% 26% 24% 27% 21% 27% 21% 15% 13% 22%
35% 24% 28% 19% 27% 17% 20% 17% 20% 24% 13%
31% 20% 30% 26% 15% 22% 31% 30% 19% 19% 15%
“Essential vitamins and minerals” pairs well with a broad range
of food/beverage categories, most notably fruit/veg purees and
smoothies
CONFIDENTIAL For Internal Use Only
E3. Which of the following claims or benefits would be appealing if available on each milk product for [child]. – Average across milk formats
Base: Regularly drinking any milk product n=576
Appeal of added nutrients in (any) milk
69%
67%
55%
53%
44%
44%
44%
43%
40%
39%
Added calcium
Added Vitamin D
Added essential vitamins andminerals
Added protein
Added DHA
Added probiotics
Added Omega-3
Added Vitamin C
Added prebiotics
Added fiber
Fortified milks are appealing, especially those with calcium, vitamin D, protein and DHA Omega-3
For Internal Use Only
LOREM IPSUMDOLAR SITSUBTITLE GOES HERE
November 2018
Summary
23
Opportunities:
1. Blue light formulation for eye
health
2. Nutrient gap filler concept,
especially for picky eaters and kids
with food allergies/intolerances
3. Sleep formula for kids
4. Immune health products
90 minutes per day of screen time avg across all age groups
43% of moms said their children follow a special diet
11% reported a food allergy/intolerance
35% of kids classified as “picky eaters”
75% of kids take dietary supplements (top formats
include gummies, chewable tablets, and soft chews)
Top health concerns of moms with kids ages 4-12:
Healthy
Teeth &
Bones
Healthy
Sleep
Patterns
Maintaining
A Healthy
Diet
Good
Attention
Span
Immunity
Thank You!
Marlena Hidlay
Sr Marketing Manager & Regional
Segment Lead, Early Life Nutrition
