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.
MethodologyWave Round 1 Round 2
Survey Type Online survey conducted via an online panel Online survey conducted via an online panel
Fielding Period October 3 – 5, 2006 February 2 – 9, 2007
Sample Size n = 550 n = 1000
Confidence Level 4.2% (19/20 times) 3.1% (19/20 times)
Respondent Criteria (Target Audience)Geography Residents of the United States Residents of the United States
Gender Women only Women only
Age 26 – 41 years (classified as “Generation X” - born between 1965 and 1979)
26 – 41 years (classified as “Generation X” - born between 1965 and 1979)
Additional Criteria Must have children under the age of 18 living at home Must have children under the age of 18 living at home
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
Q23. Please review each of the following statements and tell us your level of agreement or disagreement with each.
94
93
93
93
5
7
6
6
1
1
1
1
Agree
Neutral
% Respondents n = 1000
Gen X Moms Get It… Fruits and Vegetables are Great for Their Families
(1 of 2)
Disagree
Fruits and vegetables can provide your family with a wide range of
valuable nutrients like fiber, vitamins, and potassium
A diet that includes fruits and vegetables may help promote well-
being of mind and body
More fruits and vegetables plus more physical activity means your family
can be at its best
A diet with more fruits and vegetables promotes your family’s
overall health and may prevent disease, now and for the future
Q23. Please review each of the following statements and tell us your level of agreement or disagreement with each.
92
79
72
7
19
23
2
1
5
% Respondents n = 1000
Gen X Moms Get It… Fruits and Vegetables are Great for Their Families (2 of 2)
A diet that includes fruits and vegetables may help your children
avoid obesity
New, colorful and fun ways of eating can be introduced to your family with
the variety of available fruits and vegetables
It’s not just fresh - canned, dried, 100% juice or frozen fruits and
vegetables are all sources of healthy nutrition for your family
Agree
Neutral
Disagree
Obesity is an Additional Concern
Q36. Please review each of the following statements and tell us your level of disagreement or agreement with each.
43 25 18 9 6
Strongly Agree
% Respondents n = 1000
I am deeply concerned about how obesity might
affect my kids now and when they are adults
Strongly Disagree
“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
“Fresh is Best”…But Then What? The Need for Education About All Forms
Q8/14. In general, how healthy do you consider the following foods to be?
99
80
83
68
47
8
6
1
18
16
28
39
29
18
3
2
4
14
64
76
Fresh fruits or vegetables
100% fruit or vegetable juice
Frozen fruits or vegetables
Dried fruits or vegetables
Canned fruits or vegetables
Fruit-based snacks such as fruit leathers (like fruit roll-ups)
Fruit flavorings in juice drinks, soft drinks, water, and other
beverages
Round 2
Healthy Neu Not Healthy
% Respondents n = 1000
% Respondents (Bottom 2 Boxes)
4
7
62
29
62
20
3
12
11
20
89
74
83
77
20
47
19
59
82
69
74
63
5
14
“Fresh is Best”…But Then What? The Need for Education About All Forms
Q20. Please rate the availability of fruits and vegetables in your home.
% Respondents (Top 2 Boxes)
Fruits Vegetables
Occasionally/Rarely Available Always/Almost Always Available
In General
Fresh
Frozen
Canned
Dried
100% Juice
(n = 1000)
Q24. Please indicate your agreement or disagreement with these statements.
71
68
66
51
24
28
29
36
5
4
5
13
Agree
Neutral
% Respondents n = 1000
Converting Attitude into Action – Moms Think they Can Change
Disagree
If I wanted to, I could include more fruits and vegetables in my family’s meals and snacks each
day
In the next 3 months, I intend to include more fruits and
vegetables in my family’s meals and snacks each day
In the next 3 months, it is likely that I will include more fruits and vegetables in my family’s meals
and snacks
It is easy for me to include more fruits and vegetables in my
family’s meals and snacks each day
79
81
67
82
71
77
9
50
85
41
52
45
7
4
11
4
10
6
79
18
4
31
24
28
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?
Ease of Including Fruits/Vegetables in Diet at Select Times (1 of 2)
At breakfast
At lunch
At dinner
At snacks
At work (self)
At school(children’s packed
lunch)
% Respondents (Top 2 Boxes)
Fruits Vegetables
% Respondents (Bottom 2 Boxes)
Not Easy at All Very Easy
991 904
993 990
997 1000
997 985
802 801
750 734
*NA is not included
Fruits Veggiesn n
30
41
51
48
52
47
14
31
23
26
41
30
21
25
19
23
64
38
50
43
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?
Ease of Including Fruits/Vegetables in Diet at Select Times (2 of 2)
At a restaurant
When running errands
After a busy day
When running late
When kids have activities
% Respondents (Top 2 Boxes)
Fruits Vegetables
% Respondents (Bottom 2 Boxes)
Not Easy at All Very Easy
987 992
961 941
987 979
984 979
912 901
*NA is not included
Fruits Veggiesn n
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”:
Kids’ “Grades” for Fruit & Veggie Consumption Remain Consistent over the Years
Overall
AGES OF CHILDREN
2 years or less 3 – 5 years 6 – 8 years 9 – 12 years
13 – 15 years
16 – 17 years
% % % % % % %
“A” – Enjoy eating meals and snacks with lots of fruits and vegetables
35 48 30 31 32 31 35
“B” – Making a good effort to include fruits and vegetables – respond well to encouragement
37 29 42 34 38 37 45
“C” – Often tempted by food without fruits and vegetables – can sometimes exhibit a poor attitude towards fruits and veggies
20 13 21 26 20 25 13
“D” – Fruits and vegetables eaten very seldom – not much interest in eating more
5 3 5 5 5 4 3
“F” – Almost no fruits and vegetables in diet – strong resistance to eating more
4 6 1 4 5 2 3
n = 1000 407 495 369 357 179 64