Has the economic downturn affected the simple New Zealand family dinner?

www.kidspot.co.nz (New Zealand’s leading parenting site) recently surveyed over 500 New Zealand families to explore what goes on behind the scenes to get the nightly family dinner on the table. The research revealed changes in dining habits due to the economy.

Media Release
1st September 2009

How the GFC has impacted the traditional family dinner?

There are numerous reports available that detail consumer cut backs on discretionary spending, but how has the economic downturn affected the simple New Zealand family dinner?

www.kidspot.co.nz (New Zealand’s leading parenting site) recently surveyed over 500 New Zealand families to explore what goes on behind the scenes to get the nightly family dinner on the table. The research revealed insights into food preparation, recipe source, attitude to leftovers and takeaways, plus changes in dining habits due to the economy.

One thing is abundantly clear; the importance that New Zealanders place on sitting down as a family to eat their nightly meal (98% of respondents felt important). 44% of all surveyed reported that they are eating more home cooked meals now than a year ago, with the reason being to either save money (77%) or to ensure they eat healthily (42%). There is greater emphasis on money saving and healthy eating for families with dependants at home under 18 years (67% and 64% respectively). A full 94% of New Zealanders have a home cooked dinner 5+ nights per week.

According to the Kidspot survey, one third of New Zealand families have changed their dinner habits due to the economy.

“We need to generally save dollars any way we can. Food is our biggest outlay so that is where we try to cut back. We use cheaper brands, only buy when certain things are on special, and eat out less.” Survey Respondent

This trend was forecast by Nielsen late last year and confirmed in June 2009 in a Nielsen consumer study*. Kidspot’s research has identified 7 key changes in food purchasing habits in relation to the economic downturn:

1. More bulk buying and bulk cooking. The rise in grocery prices has led more respondents to bulk buy when things are on special and freeze for future use, especially meat.

2. Buying home brands over name brands. Home brands now have greater acceptance by consumers at the expense of brand names. Home brand products are more likely to be considered for every day staples like tinned tomatoes, flour, rice, butter and bread.

3. Cutting back on meat or buying lesser cuts of meat. Respondents reported replacing steak with lower cuts of lamb for stews and casseroles and limiting fish to once a week. As one respondent put it – their family is “eating more bulked foods like mince because it goes further and its cheap…I would rather be eating no red meat but it’s a lot cheaper than chicken and fish every night”.

4. Using vegetables as a money saving substitute to meat. For many families, the gap left by the cutback in meat has been replaced by more vegetarian meals throughout the week. Some reported buying cheaper cuts of meat yet increasing their vegetable and fruit intake, while others had completely substituted meat for vegetarian options.

5. Planning purchases to avoid impulse buys. It seems the economic downturn has taken the spontaneity out of mealtime with the household shopping trip becoming a carefully planned military operation. Mothers now leave the house for their weekly (not daily) shop armed with a list in hand, likely gleaned from the catalogue-advertised specials, to purchase items that contribute to the family’s weekly menu plan. Organisation is key, with weekly bulk-cooking preventing families from eating expensive takeaway meals as a fall back option.

6. Greater price awareness and price comparison. Convenience may be the trade off for cost savings with survey respondents saying they compare prices across retail options to ensure they get the best deal possible. This sometimes might mean buying fruit and vegetables from markets, meat from independent butchers and other items from supermarket chains only when they’re on sale.

7. Eating less takeaway. Takeaway is now considered a splurge and an easy thing to cut back on to save. It’s become an expensive exercise to feed a family on takeaway, with most reporting that this has directly resulted in more home cooked and prepared meals. Nevertheless, although New Zealanders are eating less takeaway, 61% of families still have takeaway at least every 2 weeks. This figure drops substantially to 41% of households with no dependants under 18 years of age living at home.

In general, New Zealanders’ main meal is prepared at home, on the day (95% of respondents). Most people surveyed said that they use either all fresh or 75% fresh ingredients in the making of their evening meal (77% of respondents). One quarter of New Zealanders consult recipes weekly, with recipes sourced online 82% more often than in magazines.

Commenting on the survey results, Katie May Kidspot CEO said:
“I’m certain New Zealand grocery retailers and FMCG marketers have already seen these changes first hand in their market reports. Our findings have come from the hearts and minds of those leading the charge – New Zealand mums. For some time now we’ve seen an ongoing conversation happening within our online community that revolves around the need to save money in an economic downturn. The modern New Zealand mothers have had to reassess their purchase decisions of late and in many instances has drastically changed the way she has previously shopped for her family.”

*Nielsen Global Economic Current 19 June 2009

About the Survey:
Kidspot conducted online research with 500+ New Zealanders in June 2009 to learn more about the family dinner.
Online survey intercepts and invitations were given to visitors and members of: www.kidspot.co.nz

Respondent profile:
• 91% female
• 94% grocery buyer
• 93% aged 25-54 for those with at least 1 dependent < 18 years (referred to as a “family” for purposes of this media release)
• 78% aged 25-54 years across all respondents
• 66% have at least 1 dependent <18 years living at home

About Kidspot.co.nz
Kidspot is the leading parenting website in New Zealand. Around 91,000 New Zealand mums rely on the comprehensive directory, parenting information & advice, family friendly recipes and kid’s activities each month.

ENDS

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