When it comes to buying food for their children, various segments of mothers have different purchasing motivators. Your marketing strategy should be personalized depending on whom you are targeting. That way your communication strategy will resonate with them.
Millennials (born during the 1980s and early 1990s) are the largest growing segment of moms. This cohort generation is 23 percent less likely to value food brands and 18 percent less likely to shop at traditional grocers (StoreBrandDecisions, 2012). While these moms are value driven, they will pay more for perceived health attributes in food, such as non-GMO, organic, natural, local and specialty foods (Hoffman, Beth, 2012).
Nearly three-quarters of green moms are Gen Xers or Millennials (Deliver Magazine, 2012). These moms are willing to spend more on organic and natural foods in exchange for the social value of improving the environment. This segment is shifting focus to where the organic products come from and will consider non-organic local foods from the local Farmer’s market. This segment is also distrustful of brands with superfluous green marketing tactics.
These moms loathe unethical food marketing techniques that undermine their parental authority when it comes to what their kids eat. MOM’s Organic Market is one small retail chain who is catering to this small demographic. The Baltimore based company announced earlier this year that they will no longer carry products featuring children’s cartoon characters (Simon, Michele, 2013). This may motivate additional retail chains to do the same, while also influencing the marketing strategy of some food companies who strive to maintain these politically minded consumers.
Less Convenience Driven
The days of sacrificing healthy eating for convenience are slowly waning. Modern moms are beginning to value home cooked meals in order to create a healthier eating environment for their family. With that said, moms still enjoy saving time in the kitchen by preparing semi-homemade meals with pre-packaged meal components (such as marinated meat or pre-cut veggies) (DeBroff, Stacy, 2011). These moms also prefer simple recipes with five ingredients or less and will use frozen foods if they can still capture the feel of a semi-home cooked meal.
Identifying whom your brand speaks to provides a great exercise for an evolving marketing strategy. The goal is to coordinate the brand messaging with your primary target market. You may find additional segmentation is necessary, for example: income, stage of motherhood, religious/ethnic background, and marital status. Regardless, moms are ready and waiting for the right brand to speak to them…all you have to do is listen to what they want.