While a majority of American consumers say they are trying to eat healthier (70%), the struggle to do so continues to reign. Parents are especially struggling with their commitment to health, so FoodThink investigated why healthy living is difficult for parents and how they’re coping.
FoodThink’s latest white paper, “The Parent Trap: How Parental Time Constraints Prevent Healthy Lifestyles,” details attitudes about health and wellness contributing to the conflict, and what food marketers can do to help families find balance.
Among the insights this white paper uncovered is the steady tug-of-war parents feel between focusing on health and focusing on family. Unfortunately, this leads to guilt, regardless of where they place their focus.
31% of parents feel guilty taking time for themselves to exercise instead of spending time with their family.
But, just over half (52%) say, “I feel guilty when I don’t eat healthy.”
While guilt gets in the way of healthier lifestyles, it’s not the only obstacle parents face. Moms and dads are more likely to agree with the following statement: “I don’t know how to prepare a healthy meal.” The number of parents agreeing with this statement is up 32% since 2014. This lack of know-how, combined with busy schedules and the perceived poor taste of healthy foods, are also barriers to healthy living.
Parents’ motivation to be healthy, however, comes from a good place:
- 56% of parents agree that setting a good example for their kids motivates them to live a healthy lifestyle.
- 78% agree that it is important for the whole family to be together at meals.
So how can a food marketer help?
One word: convenience. Introducing more options that are convenient and healthy will help minimize guilt and assist in creating healthier families.
To learn more about how to ease parents’ wellness hurdles, download the free white paper “The Parent Trap: How Parental Time Constraints Prevent Healthy Lifestyles.”