Did you know that 85% of moms participate in DIY and fixing things in the home? Initially a knee-jerk money-saving reaction to the recession, this lifestyle shift has become a re-evaluation of priorities, and rediscovery of the joy of a simpler way of being.
Cooking from scratch is growing in popularity
According to the Supervalu Home Truths III study, nearly 9 out of 10 (87%) adults cook one meal at home from scratch at least 5 times a week, an increase of 3% on last year.
There’s also been a discernible shift in attitudes towards cooking, with adults offering fewer excuses than before, about making meals from scratch. Last year, nearly half of all 18-24-year old’s (49%) admitted they didn’t cook from scratch because they were lazy, today only 37% say that’s the case. Lack of inspiration is also becoming less of an excuse, as people are becoming more inspired about cooking.
People are getting together more as a family around meal times: More than 45% have a weekly Sunday Roast (up 3% from 2016.) There is also a rise in those having a family meal on a weekly basis, which is up 8 percent on 12 months ago. In fact, 94% of those with dependent children will regularly have a family meal.
For kitchen brands & food suppliers, this presents a clear opportunity to engage customers. A quick scroll through social media will reveal the growing popularity of videos, and photos-led recipes. By using readily available ingredients, easy-to-use baking products, and simple instructions, brands can demonstrate their accessibility, in order to encourage and inspire the unconfident cook.
Moms are interested in DIY
42% of moms are baking more in the last year, while 32% now do more DIY. Precious family time has been rolled up into household tasks with everyone having fun. Many of these activities have common characteristics such as limited distraction, physical contact and a relaxed, considered pace. Moms will look for more instances which facilitate this mindset, more activities that allow her to connect with her children and solutions in other areas of her life that give her more time for these activities.
Much of this move celebrates individual makers, particularly when buying completed handcrafted products (seen on Etsy and the like.) But it also presents Home Improvement brands and Garden Centres with the opportunity to tap into this trend. When creating promotional materials, it’s important to appeal to the family as a whole, rather than just Dads. DIY and gardening is not just a chore, but a worthwhile activity that families can do together. To engage consumers, it is important to create visuals (with how-to videos and top tips.) It is increasingly important to show not just the range of products, but inspiration on what they can be used to create.
The growth of crafting
In recent years, as technology, fast-food, cheap clothing, and increasing automation has flourished; traditional household activities such as crafting (thank you Pinterest) have experienced a surge in popularity. Moms see these activities as a way to be frugal, while also teaching and bonding with their family. Child-friendly crafting classes could be a great way for businesses to reach creative moms.
‘80% of people believe that progress is not about consuming more but consuming better.’ – Havas Prosumer Report, The New Consumer and the Sharing Economy.
The surge in popularity of DIY and crafts such as knitting, quilting, and woodwork, is both a reaction to and enabled by technology. It’s all about using technology to empower yourself by learning new skills and creating your own things. Websites/Apps like Pinterest and Youtube offer inspiration in the form of how-to instructions, tutorials, videos, and patterns. Meanwhile, social media networks are bringing forth niche communities based on common interests and craft is being used as a way to connect with other people both in the local community, and online.
Time to grow your own
With increasing interest in where our food is sourced from (championed by initiatives such as Bord Bia’s #justask campaign,) families are rediscovering their own gardens, and are growing their own fruit and veg. In fact, 49% of moms say they grow some vegetables and fruit. Many parents use gardening to teach their children core values and skills, as well as raising awareness of nature and where food comes from.
‘Gardening experienced a significant increase in popularity over the last decade and its appeal continues to grow as more families discover the simple pleasure of “growing their own”.’ – The Great Irish Reset
This demonstrates the need for brands to have their own awareness of how products are sourced, and how many miles food in particular travels from farm to plate. It is also an opportunity for brands to share their own values and social conscience with consumers; which can already be seen with companies such as McDonald’s keen to emphasise their ‘responsibly grown ingredients’ and ‘community of farmers’.
‘Moms will take notice, support and appreciate brands that acknowledge these needs and wants, and actively help moms achieve their lifestyle goals’ – The Great Irish Reset
Want to know how ZMG can help your brand? Drop us a line and we’d be happy to chat.
Our statistics are taken from Ogilvy and eumom’s joint research project The Great Irish Reset; and (which used data taken from over 3165 survey responses.) Additional information was taken from the 2017 Supervalu Home Truths III study.