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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

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

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  1. Gen X Moms Research – Implications for Driving Fruit and Veggie Consumption March 2007

  2. 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.

  3. 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

  4. Gen X Moms Get It… Fruits and Vegetables are Great for Their Families (1 of 2) Agree Neutral Disagree % Respondents n = 1000 Q23. Please review each of the following statements and tell us your level of agreement or disagreement with each.

  5. Gen X Moms Get It… Fruits and Vegetables are Great for Their Families (2 of 2) Agree Neutral Disagree % Respondents n = 1000 Q23. Please review each of the following statements and tell us your level of agreement or disagreement with each.

  6. Obesity is an Additional Concern Strongly Agree Strongly Disagree % Respondents n = 1000 Q36. Please review each of the following statements and tell us your level of disagreement or agreement with each.

  7. “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

  8. “Fresh is Best”…But Then What? The Need for Education About All Forms Round 2 Healthy Not Healthy Neu % Respondents n = 1000 Q8/14. In general, how healthy do you consider the following foods to be?

  9. “Fresh is Best”…But Then What? The Need for Education About All Forms Occasionally/Rarely Available Always/Almost Always Available % Respondents (Bottom 2 Boxes) % Respondents (Top 2 Boxes) Fruits Vegetables (n = 1000) Q20. Please rate the availability of fruits and vegetables in your home.

  10. Converting Attitude into Action – Moms Think they Can Change Agree Neutral Disagree % Respondents n = 1000 Q24. Please indicate your agreement or disagreement with these statements.

  11. Ease of Including Fruits/Vegetables in Diet at Select Times (1 of 2) Not Easy at All Very Easy % Respondents (Bottom 2 Boxes) % Respondents (Top 2 Boxes) *NA is not included Fruits Vegetables 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?

  12. Ease of Including Fruits/Vegetables in Diet at Select Times (2 of 2) Not Easy at All Very Easy % Respondents (Bottom 2 Boxes) % Respondents (Top 2 Boxes) *NA is not included Fruits Vegetables 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?

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

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