1. Mom Study 2013
Planning & Purchasing
03.15.13

2. Mom Study 2013: Planning & Purchasing
Who was Involved?
Composed based on data
from 01.01.2013 – 03.08.2013
943 Participants
The “Mom Study 2013” is based on 7,000 Panelists
qualitative and quantitative research and 100% Female
was conducted with more than 900
momSpotters® throughout the United
States during the months of January,
February, and March of 2013.This report is Survey fielded online
available for download at
www.buzzmg.com/reports.
Ages 21-55
21-30
13%
31-39
33%
40-49
42%
50-55
12%

3. Mom Study 2013: Planning & Purchasing
Location
TX
CA
4%
10%
Rest
of
the
USA
27%
NY
12%
FL
NJ
4%
5%
IL
NC
12%
4%
GA
PA
MI
6%
7%
5%
OH

4. Mom Study 2013: Planning & Purchasing
Community
Rural
12%
City
35%
Suburbs
53%

5. Mom Study 2013: Planning & Purchasing
Ethnicity
Hispanic
Mixed
2%
African
10%
American
14%
Asian
American
4%
Caucasian
70%

6. Mom Study 2013: Planning & Purchasing
Marital Status
Divorced
DaSng
9%
1%
In
a
Single
9%
relaSonship
12%
Married
69%

7. Mom Study 2013: Planning & Purchasing
Masters
Education
Doctorate
Degree
1%
12%
High
school
Diploma
31%
Bachelors
Degree
36%
Associates
Degree
20%

8. Mom Study 2013: Planning & Purchasing
Employment
50%
24%
16%
4%
4%
2%
employed
employed
unemployed
employed
employed
a
fullSme
full-­‐Sme
part-­‐Sme
part-­‐Sme
full-­‐Sme
homemaker
from
home
from
home

9. Mom Study 2013: Planning & Purchasing
Household Income
45%
30%
15%
5%
1%
1%
3%
Less
than
$8,000
-­‐
$33,000-­‐
$82,000
-­‐
$170,000
-­‐
More
than
I
don't
$8,000
$33,000
$82,000
$170,000
$370,000
$370,000
want
to
specify

10. Mom Study 2013: Planning & Purchasing
Number of Children
37%
25%
22%
9%
3%
3%
One
Two
Three
Four
Five
Six

11. Mom Study 2013: Planning & Purchasing
Age of Children
54%
57%
43%
23%
21%
11%
Infant:
0-­‐12
Toddler:
1-­‐2
Child:
3-­‐7
Tween:8-­‐12
Teen:13-­‐19
Young
Months
yrs
Adults:
20-­‐30

12. Mom Study 2013: Planning & Purchasing
Children’s Residence
90%
4%
2%
4%
With
me
full
Sme
With
me
the
With
me
part
of
Outside
of
my
majority
of
the
the
Sme
home,
Sme
independently

13. Mom Study 2013: Planning & Purchasing
How often do they buy
groceries?
Twice
per
month
5%
Once
per
week
27%
MulSple
Smes
per
week
68%

14. Mom Study 2013: Planning & Purchasing
How often do they buy
cleaning products?
Only
when
MulSple
needed
6%
Smes
per
week
16%
Once
per
month
20%
Once
per
week
27%
Twice
per
month
31%

15. Mom Study 2013: Planning & Purchasing
How often do they buy
household paper goods?
Only
when
MulSple
needed
4%
Smes
per
week
17%
Once
per
month
17%
Once
per
Twice
per
week
month
32%
30%

16. Mom Study 2013: Planning & Purchasing
How often do they buy
health and beauty products?
Only
when
needed
5%
MulSple
Smes
per
Once
per
week
month
19%
21%
Once
per
week
Twice
per
26%
month
29%

17. Mom Study 2013: Planning & Purchasing
How often do they menu-
plan?
Daily
3%
I
don't
menu-­‐plan
24%
Each
month
4%
Each
week
69%

18. Mom Study 2013: Planning & Purchasing
How often do they use a list
while grocery shopping?
Never
2%
SomeSmes
All
the
Sme
27%
33%
Almost
always
38%

19. Mom Study 2013: Planning & Purchasing
How many grocery store
chains do they frequent each
week?
One
6%
Three
44%
Two
50%

20. Mom Study 2013: Planning & Purchasing
What are their supermarket
shopping decisions based
on?
48%
40%
24%
13%
Brand
loyalty
Product
selecSon
Coupons
Seeking
weekly
specials

21. Mom Study 2013: Planning & Purchasing
How much do they care about products
being natural or organic?
Extremely
Not
Important
Important
6%
6%
It's
not
a
priority
to
It's
preay
them
important
21%
28%
They
care
39%

22. Mom Study 2013: Planning & Purchasing
What does “natural” mean
to our Moms?
92%
82%
70%
No
dyes
No
addiSves
No
high
fructose
corn
syrup

23. Mom Study 2013: Planning & Purchasing
Do they prefer inexpensive
or eco-friendly products?
61%
39%
Inexpensive
Eco-­‐friendly

24. Mom Study 2013: Planning & Purchasing
Key Findings
Though there have been reports of “organic” or We found that Moms do not stick to just one store
“natural” food trends, our Moms are pretty split or chain, as 94% frequent more than one grocery
on the matter as 28% believe that such factors store chain per week. Instead, they base their
are pretty important, 21% state that it is not a supermarket shopping decisions on more
priority, and 39% claim that it is just one of many economically sensible factors such as weekly
other factors.
specials (48%) and coupons (24%).
Our Moms do not leave anything to
chance. 69% menu-plan every week and
71% usually use lists for grocery
shopping. Organization is a big part of
shopping for our Moms.

25. Contact Us
Buzz Marketing Group
1515 Market St.
Suite 1810
Philadelphia, PA 19102
215.399.5679
www.buzzmg.com