Gen X Moms Research – Implications for Driving Fruit and Veggie Consumption

Gen X Moms Research – Implications for Driving Fruit and

Veggie Consumption

March 2007

Research Objectives and Methodology

Research Objectives

• To create a baseline understanding of Gen X Moms’ attitudes and behaviors regarding family F&V consumption and their responses to various messages, tactics and executions.

MethodologyWave Round 1 Round 2

Survey Type Online survey conducted via an online panel Online survey conducted via an online panel

Fielding Period October 3 – 5, 2006 February 2 – 9, 2007

Sample Size n = 550 n = 1000

Confidence Level 4.2% (19/20 times) 3.1% (19/20 times)

Respondent Criteria (Target Audience)Geography Residents of the United States Residents of the United States

Gender Women only Women only

Age 26 – 41 years (classified as “Generation X” - born between 1965 and 1979)

26 – 41 years (classified as “Generation X” - born between 1965 and 1979)

Additional Criteria Must have children under the age of 18 living at home Must have children under the age of 18 living at home

Why Gen X Moms Are the “Bulls Eye” Campaign Target

• While the campaign is aimed at all Americans, it specifically targets Gen X Moms

– Messages and mediums are designed to powerfully impact this group

• Highly engaged in their families’ health– Concerned with prevention, holistic approach to well-

being

• Active information-seekers – especially regarding family health and well-being

– Accessible through a variety of mediums

• Helping establish habits of a lifetime in their children

– Have a significant influence over their partners and their parents as well

Q23. Please review each of the following statements and tell us your level of agreement or disagreement with each.

94

93

93

93

5

7

6

6

1

1

1

1

Agree

Neutral

% Respondents n = 1000

Gen X Moms Get It… Fruits and Vegetables are Great for Their Families

(1 of 2)

Disagree

Fruits and vegetables can provide your family with a wide range of

valuable nutrients like fiber, vitamins, and potassium

A diet that includes fruits and vegetables may help promote well-

being of mind and body

More fruits and vegetables plus more physical activity means your family

can be at its best

A diet with more fruits and vegetables promotes your family’s

overall health and may prevent disease, now and for the future

Q23. Please review each of the following statements and tell us your level of agreement or disagreement with each.

92

79

72

7

19

23

2

1

5

% Respondents n = 1000

Gen X Moms Get It… Fruits and Vegetables are Great for Their Families (2 of 2)

A diet that includes fruits and vegetables may help your children

avoid obesity

New, colorful and fun ways of eating can be introduced to your family with

the variety of available fruits and vegetables

It’s not just fresh - canned, dried, 100% juice or frozen fruits and

vegetables are all sources of healthy nutrition for your family

Agree

Neutral

Disagree

Obesity is an Additional Concern

Q36. Please review each of the following statements and tell us your level of disagreement or agreement with each.

43 25 18 9 6

Strongly Agree

% Respondents n = 1000

I am deeply concerned about how obesity might

affect my kids now and when they are adults

Strongly Disagree

“Fresh is Best”…But Then What? The Need for Education About All Forms

• Moms are confident in the health value of fresh F&V – but can be “neutral” about other forms – notably canned and dried

– 39% are “neutral” on whether canned is healthy

• This lack of conviction is reflected in the availability of these forms in the home

– Notably dried fruits and vegetables; canned and frozen fruits and also vegetable juices

• The “All Forms Count” message – together with back-up and tips for serving – can help extend use

– Identify and address their major concerns (e.g., excessive sodium or sugars)

– Inspire them with recipes and other serving ideas

“Fresh is Best”…But Then What? The Need for Education About All Forms

Q8/14. In general, how healthy do you consider the following foods to be?

99

80

83

68

47

8

6

1

18

16

28

39

29

18

3

2

4

14

64

76

Fresh fruits or vegetables

100% fruit or vegetable juice

Frozen fruits or vegetables

Dried fruits or vegetables

Canned fruits or vegetables

Fruit-based snacks such as fruit leathers (like fruit roll-ups)

Fruit flavorings in juice drinks, soft drinks, water, and other

beverages

Round 2

Healthy Neu Not Healthy

% Respondents n = 1000

% Respondents (Bottom 2 Boxes)

4

7

62

29

62

20

3

12

11

20

89

74

83

77

20

47

19

59

82

69

74

63

5

14

“Fresh is Best”…But Then What? The Need for Education About All Forms

Q20. Please rate the availability of fruits and vegetables in your home.

% Respondents (Top 2 Boxes)

Fruits Vegetables

Occasionally/Rarely Available Always/Almost Always Available

In General

Fresh

Frozen

Canned

Dried

100% Juice

(n = 1000)

Q24. Please indicate your agreement or disagreement with these statements.

71

68

66

51

24

28

29

36

5

4

5

13

Agree

Neutral

% Respondents n = 1000

Converting Attitude into Action – Moms Think they Can Change

Disagree

If I wanted to, I could include more fruits and vegetables in my family’s meals and snacks each

day

In the next 3 months, I intend to include more fruits and

vegetables in my family’s meals and snacks each day

In the next 3 months, it is likely that I will include more fruits and vegetables in my family’s meals

and snacks

It is easy for me to include more fruits and vegetables in my

family’s meals and snacks each day

79

81

67

82

71

77

9

50

85

41

52

45

7

4

11

4

10

6

79

18

4

31

24

28

Q25. How easy is it for you to get your family to eat VEGETABLES at the following times? Q26. Please rate how easy it is to get your family to eat FRUITS at the following times?

Ease of Including Fruits/Vegetables in Diet at Select Times (1 of 2)

At breakfast

At lunch

At dinner

At snacks

At work (self)

At school(children’s packed

lunch)

% Respondents (Top 2 Boxes)

Fruits Vegetables

% Respondents (Bottom 2 Boxes)

Not Easy at All Very Easy

991 904

993 990

997 1000

997 985

802 801

750 734

*NA is not included

Fruits Veggiesn n

30

41

51

48

52

47

14

31

23

26

41

30

21

25

19

23

64

38

50

43

Q25. How easy is it for you to get your family to eat VEGETABLES at the following times? Q26. Please rate how easy it is to get your family to eat FRUITS at the following times?

Ease of Including Fruits/Vegetables in Diet at Select Times (2 of 2)

At a restaurant

When running errands

After a busy day

When running late

When kids have activities

% Respondents (Top 2 Boxes)

Fruits Vegetables

% Respondents (Bottom 2 Boxes)

Not Easy at All Very Easy

987 992

961 941

987 979

984 979

912 901

*NA is not included

Fruits Veggiesn n

Q28. Based on how they think and act around fruit and vegetable consumption, please score your kid(s) on the “fruit and veggie report card”:

Kids’ “Grades” for Fruit & Veggie Consumption Remain Consistent over the Years

Overall

AGES OF CHILDREN

2 years or less 3 – 5 years 6 – 8 years 9 – 12 years

13 – 15 years

16 – 17 years

% % % % % % %

“A” – Enjoy eating meals and snacks with lots of fruits and vegetables

35 48 30 31 32 31 35

“B” – Making a good effort to include fruits and vegetables – respond well to encouragement

37 29 42 34 38 37 45

“C” – Often tempted by food without fruits and vegetables – can sometimes exhibit a poor attitude towards fruits and veggies

20 13 21 26 20 25 13

“D” – Fruits and vegetables eaten very seldom – not much interest in eating more

5 3 5 5 5 4 3

“F” – Almost no fruits and vegetables in diet – strong resistance to eating more

4 6 1 4 5 2 3

n = 1000 407 495 369 357 179 64