| Survey Uncovers Women’s Motivations Relating To Food |
| Thursday, 16 April 2009 21:09 | |||
 New York, New York, April 2009 – Better Homes and Gardens has announced findings from a nationwide survey conducted among more than 2,100 women that take a comprehensive look at women’s motivations, attitudes and behaviors relating to food.
The findings summarized here are from The Food Factor: How America Cooks, Eats and Shops* -- and reveal how women are saving money in the kitchen and at the store in the face of rising food costs and a weak economy. “If there is one universal concern we found in the study, it’s related to rising food costs,” says Gayle Butler, editor-in-chief, Better Homes and Gardens. “With the American women’s average grocery bill nearly 50% higher than two years ago, the downturn in the economy has had a direct – and immediate – impact on how she puts dinner on the table.” Key Findings: • The vast majority (95%) of women are “very/somewhat concerned” about the cost of food today. • As a result of the increase in food prices, 71% are stocking up on bargains; 66% are eating out less often; and 63% are comparing food prices at the same store more carefully. • When selecting a brand of food to buy, 79% of women indicated “value for the money” as an important factor, followed by past experience/familiarity with the brand (62%) and consistent quality (51%). • Roughly 8 in 10 (83%) try to save money by preparing meals regularly and say that the cost of food is affecting the meals they cook (77%). • Approximately 3 out of 4 women are eating at home primarily to cut back on spending (76%) and restaurant expenses (73%). • 6 in 10 (60%) are still shopping each week at their regular supermarket, followed by superstores/supercenters (20%) and discount supermarkets (10%). In deciding where to shop, product choice/selection and physical store attributes (79%) have a great deal of influence. For 68% of women, store services/programs are also important. • To economize, most women (54%) freeze foods and cook in batches (21%). They are also cutting back on certain foods including baked goods and desserts (52%), convenience foods (48%), wine/alcohol (37%) and gourmet oils (36%). • In addition, more than half (56%) of all women are buying more store-brand/private label brand foods for their cost/value (94%), improved quality (48%), greater trust in the quality (32%) and wider variety (30%). • 1 out of 3 (33%) report buying a new food because they have a coupon for it. 28% had a store sample and 25% wanted to experiment/taste. Other motivators were that the items were budget-friendly (23%) or recommended by a friend/relative (20%). • 64% of women are more concerned about wasting food than they were two years ago. • On average, they spend $105/week on groceries - $34 more than they did two years ago. As a result, 84% have changed their buying habits, 83% have cut back/limited food purchases, and 70% have switched stores. * Please credit all data to Better Homes and Gardens “The Food Factor” survey. “The Food Factor: How America Cooks, Eats and Shops” is an online survey sent to BHG readers and a national sample of women 18+. Fieldwork: July 30 – August 1, 2008. Results based on 2,151 respondents. Maximum margin of error for the qualified sample is +/- 3.3 percentage points. SOURCE: Better Homes and Gardens
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