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Taste trumps health when Mom makes meals


March 29, 2012
By The NPD Group

March 29, 2012, Toronto – According to a recent study by
The NPD Group, entitled What’s On The Minds Of Moms, 76 per cent
of Canadian moms feel that taste is more important than health when
getting a meal on the table, a mentality that the total population
shares.

March 29, 2012, Toronto – When it comes to meal time, moms have one clear goal: make sure the family is fed. According to a recent study by The NPD Group, entitled What’s On The Minds Of Moms, 76 per cent of Canadian moms feel that taste is more important than health when getting a meal on the table, a mentality that the total population shares.
 
Though nutrition may sometimes take a backseat, it is certainly not overlooked. Seventy-two per cent of moms agree that meals should be more nutritious, but there are no health benefits if the family will not eat. When compared to convenience, however, nutrition does take precedence, with 69 per cent of moms choosing a healthy meal over a fast one.
 
“The modern mom has so much on the go that meal time needs to be quick and easy,” says Joel Gregoire, food and beverage industry analyst with The NPD Group. “A nutritious meal that no one will eat is not an option, no matter how good her intentions are, so finding a happy medium is what she’s striving for.”
 
In order to cook a well-balanced and tasty meal on a tight timeline, many moms are planning ahead. Women plan and prepare nearly 80 per cent of meals eaten at home, and companies will benefit most if they become part of this plan, according to the NPD Moms report. In order to be associated with meal preparation, successful brands will need to offer products that complement the items already found in the fridge and pantry, says Gregoire.
 
Time constraints also play a role in the appeal of familiarity. Though cooking shows, websites and step-by-step books provide plenty of instruction, moms make dinner without using a recipe more than 80 per cent of the time. Further, when they do use a recipe, it is from memory nearly half of the time.
 
“Women learn very quickly what their families enjoy and those meals with broad appeal will always be the go-to dishes,” continued Gregoire. “Finding a place in mom’s mental cookbook is the best way for brands to integrate new products into a family’s mealtime rotation.”