Nutrition No. 1 Factor Influencing Moms’ Food Purchases

A new study by Just Kid, Inc. reveals that 86 percent of moms report that nutrition is the No. 1 factor when making food purchases for their children. That is good news for marketers, because moms are rewarding brands that help them balance nutrition and convenience.

JKI conducted a 30-minute online survey among more than 3,600 moms of kids aged 2 to 14. The nationally representative sample included more than 700 Black moms and over 700 Hispanic moms. The study assessed the relevance of more than 90 food benefits and 60 product categories in the breakfast, lunch, after-school snacks and dinner categories.

Results revealed that 86 percent of moms said health was the No. 1 priority, followed by “establishing good eating habits" and "fills the child up," respectively. Even though moms have the final say on food purchases, 96 percent admitted to being influenced by their kids or taking their kids' preferences into account.

JKI found moms were not as interested in sophisticated ingredients as they were some basic, simple benefits like "fresh" and "balanced nutrition."

While moms reported that shapes and characters that her kids love were not a driver of her food choices, they prioritize food that makes children feel genuinely good about themselves and increase their enjoyment of the eating experience.

Sixty six percent of moms want to provide something for lunch that their kids will eat without supervision; 65 percent say taste is a factor. Finally, 59 percent of moms admitted that they look for after-school snack items that appeal to the whole family.