A new Edelman Berland Study suggests dads place as much value on food choices for their families as moms. The study explores the changing roles and values of both parents from meal purchase to preparation. Learn more: http://edl.mn/19wYZWE

1. America’s Kitchens:
RE-DEFINING ROLES
AND VALUES

2. There Was a Time When
Roles Were Clearly Defined
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3. Today, Those Roles are Shifting
60% of households have
both parents working
outside the home
75% of Dads say they are more involved with their
kids than their fathers were
59% Young women
47% Young men
Both make parenting a priority
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Source: Pew Research Center, Source: Parenting.com

4. 4
How moms and dads are dividing and conquering in the kitchen
So We Did A Deeper Dive to Understand…

5. This telephone survey was conducted among married moms & dads living in
the same household with kids under the age of 18. One person took the
survey at a time, while the other waited in their turn in another room.
A Unique Methodology…
500 households with kids under 18
n=1,000
+/- 3.1%
500 DADS
MOE: +/-4.4%
500 MOMS
MOE: +/-4.4%
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6. The Shared Value Set
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But both agree on what’s most important…
what and how their family eats

7. 7
Moms and Dads Believe America’s
Approach to Food Production Is on the
Wrong Track…
67%DADS
73%MOMS
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Q29: All in all, do you think that America’s overall approach to food production puts us on the right track to living healthier lifestyles, or do
you feel that things are off on the wrong track

8. Their Choices Are Extremely Personal
The foods I eat make a statement about my personal values
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64%
MOMS
70%
DADS
Q30: Thinking about the foods you eat, how much do you agree or disagree with the following statements? The foods I eat makes a statement about my personal values

9. They Have the Same Values
When it Comes to Their Food
72%73%
I try to purchase foods that are raised or grown locally
76%79%
It is important that I know where the food I buy comes from
9
63%72%
It is important that I know the meat I buy has been humanely raised
Q31-33: Thinking about the foods you eat, how much do you agree or disagree with the following statements?

10. And Also Have Similar Priorities that
Drive Food Purchase Decision
86%89%
I try to limit the amount of processed foods my family eats
10
95%98%
When purchasing foods, I think about the nutrients my meals provide my family
90%89%
I usually cook meals with fresh ingredients
Q35, Q39, Q42: I’m going to read you a few more statements, and for each I would like you to tell me how much you agree or disagree.

11. When Forced to Choose What Is Most
Important, Taste & Nutrition Come Out
on Top
Nutritional quality (31%)
Taste (21%)
Freshness (16%)
Price (16%)
List of ingredients (6%)
How processed it is (5%)
Organic / natural (3%)
Health claims on package (1%)
Brand name (0%)
Taste (24%)
Nutritional quality (23%)
Freshness (19%)
Price (18%)
List of ingredients (6%)
How processed it is (4%)
Organic / natural (4%)
Health claims on package (1%)
Brand name (0%)
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Q28: You rated each of the following items as ‘Very Important’ to your purchase decision. Of these items, which would you say is most important to you?

12. Food Is a Connected,
Connecting Experience
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13. Moms and Dads Both Value Family
Experience
96%98%
It is important to teach children how to cook
92%93%
It’s important to expose my children to different cultures and cuisines
96%97%
Dinner is a time to connect with my family
90%86%
I enjoy sharing with my family the foods I ate when I was young
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Q38, Q40, Q41, Q44: I’m going to read you a few more statements, and for each I would like you to tell me how much you agree or disagree.

14. They Are Often Connected With Food-
Related Activities
62%67%
Watch cooking channels
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46%52%
Host dinner parties
40%43%
Tend a vegetable garden
71%75%
Visit a farmers market
Q64-75: Which of the following do you personally do?

15. And While Mom Is Generally More Engaged
With Food Media, Dad Is There as Well
Find recipes
on Pinterest
45%
16%
Follow food
brands on
social media
25%
11%
Read food
blogs
35%
15%
Follow food
personalities on
social media
17%
14%
Use cooking
apps
37%
25%
59%
27%
Post meal
pictures on
social media
21%
13%
Read food
magazines
Q64-75: Which of the following do you personally do?
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