“Green” Moms and Mom’s

Organic Preferences

www.momcentralconsulting.comMay 2009

Who We Are As the premier firm specializing in Marketing to Moms, Mom Central Consulting helps companies develop meaningful conversations, connections and communities with Moms. We reach Moms and engage them in powerful word of mouth programs such as blog tours, viral marketing programs, geo-targeted referral programs and live grassroots events. They take action and recommend your brand, fueling brand awareness, engagement, product trial and sales. Mom Central works with over 100 national brands. We also offer a breadth of consulting services, including research and social media strategy and listening, for start-up and established brands.

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In 2008, Mom Central Consulting (MCC) conducted two surveys with a total of 11,000 Moms across the United States about the importance of being “green” and the importance of using organic products. MCC recruited respondents from our community and network of Moms.

9,726 Moms answered a 7 question survey about whether they considered themselves to be “green” Moms. In a separate survey, 1,445 Moms answered 35 questions illuminating their organic living choices. The data reveals compelling evidence that even in difficult economic times, Moms make their children’s health and nutrition a priority.

Introduction

www.MomCentralConsulting.com Copyright 2008 all rights reserved

The “Green” Movement

81% of Moms Consider Themselves “Green”

Shades of Green:

• 35% of Moms purchase green products all the time

• Another 39% report being green when it’s most convenient

A Demand for Green Products:

• 93% of Moms want to see more green products on the market

• Of these Moms, 86% report being “very” or” extremely” interested in purchasing green products

Purchasing Organic

How do Moms Choose Products When Grocery Shopping?• 99% of moms sometimes read the ingredient labels of the beverages they intend to purchase, with 57% of moms doing so all the time

• 98% of Moms believe children benefit from eating meals at the table with their families on a regular basis

• And 61% of Moms do sit at the table together with their families for meals everyday

• 86% of moms considered low sugar content to be an important factor when making family food purchases, with 60% ranking it the most important factor

• 84% of Moms are concerned about the use of growth hormones, pesticides, herbicides, and fertilizer in the foods they eat

• 84% of Moms purchase organic products at least sometimes

• 82% of Moms think it is important to teach their children about healthy eating

Compilation of research results based on previous MCC Research surveys.

How Do Moms Choose Organic Products When Grocery Shopping?

• 68% of Moms say being a totally “green” family is difficult

• 66% of Moms will purchase organic foods if they are conveniently available in their usual grocery store but cost is still an issue for some

• Only 32% of moms trust companies and businesses when they tell them they are “environmentally friendly”

• While only 31% of Moms are not confused by different “green” labels, 82% of Moms know what “organic” means

Compilation of research results based on previous MCC Research surveys.

How Frequently do Moms Purchase Organic?

Frequency of Purchasing Organic

• 83% of Moms purchase organic groceries at least some of the time• Only 8% always purchase organic• 4% of Moms say they never purchase organic groceries

• 62% of Moms shop for organic products at their regular grocery store

Cost of Purchasing Organic

• 75% of Moms said the availability of coupons influenced their decision to purchase organic products

• (A separate MCC poll revealed that due to the recession, 78% of Moms are clipping coupons)

• 58% of Moms reported that purchasing organic groceries was too expensive for their families

Purchasing Organic is a Priority

57% Organic

Vegetables

56% Organic

Fruit

48% Organic or

Hormone-Free Milk

44% Free-range or Organic Meat

30% Free Trade

Coffee

43% Free-range or Organic Eggs

74% of Moms believe buying organic food and dairy products will keep their families safe and healthy.

The most important organic purchases for Moms:

Chart represents respondents who rated the importance of purchasing organic products as 4 or 5 on a 5 point scale (where 5 indicates “Very Important” and 1 indicates “Not at all Important.”)

Moms Rely on Organic Groceries to Protect the Health of Their Families

With organics, Moms don’t worry about pesticides, hormones, or environmental destruction.

Their biggest concerns about organic groceries:

• 84% Pesticides , herbicides & fertilizer• 84% Use of growth hormones• 82% Preservation of the environment• 82% Ability to support local farms• 76% Not using energy efficiently• 75% Animal mistreatment• 68% Lack of organic/USDA certification or oversight

Where do Moms typically shop for groceries?

A co-op

Local organic grocer

Trader Joes

Whole Foods Market

Wal-mart

Local farmer’s market

Regular grocery store

0% 10% 20% 30% 40% 50% 60% 70%

5%

12%

20%

25%

30%

35%

62%

The Recession and Mom Shopping

Habits

Where Moms are cutting back:Moms cut spending across most areas, with extras like eating out and travel seeing the most cuts.

84% no longer eat out

76% don’t buy new items for

themselves

57% stopped going to the

movies

56% forgo extravagant

gifts 49% have cut back on

groceries

37% no longer take big family

vacations

49% have cut back on take-

out

In these tough economic times, Moms face new expectations, tightened budgets and changing values.

How Do Moms Save Money and Tighten Budgets?

Q9: Given the economic recession, which of the following have stressed you most??

College tuition

College savings

Car payments

Clothes

Medical bills

Grocery bills

House bills

Trying to save money

0% 10% 20% 30% 40% 50% 60% 70%

9%

17%

20%

20%

29%

44%

56%

66%

Stress and anxiety in difficult economic times

Trying to save money and house bills were the top stressors for Moms surveyed. Nearly 44% of Moms surveyed indicated paying for groceries was their #1 stressor.

Working to earn spending money

Appreciate the value of a dollar

Using coupons

Ways to have fun that are not ex-pensive

Recycling or donating old items

Learning to appreciate what you’ve got instead of what you want

Learning to save

71%

73%

75%

80%

81%

83%

84%

Q1: Which of the following do you consider key to teaching your child about fiscal responsibility?

What are Moms Top 7 Key Habits to Learning Fiscal Responsibility?The majority of Moms surveyed count teaching children and teens to save and make smart purchasing decisions as key elements of fiscal responsibility.

Give them a debit instead

of a credit card

Encourage them to car-

pool, walk, use public trans-

portation and bike riding

more

Open a savings account for

them

Rent movies at home to watch

with friends instead of go-

ing out

Shop at dis-count stores

over de-partment

stores

Encourage them to go

price shopping before buying something so they get the best value

9%

23%

49%53%

72%

81%

The economic crisis is affecting children as well as adults, but plenty of parents need help in figuring out what, or how much, to talk with their children about.

How Are Moms Teaching Their Tweens and Teens Fiscal Responsibility?

If you have any questions about this report or if you would like additional information about our research capabilities, please

contact:

Tracey Hope-RossVice President of Research

Mom Central Consulting617-244-3002

tracey@momcentral.comTwitter: @thopeross

Megan McManamanResearch Manager

Mom Central Consulting617-244-3002

meganm@momcentral.comTwitter: @megz79