Starved for Meal Prep Time, You Can Give Guilt-Ridden Dads Relief - Signal Theory

New infographic shows what food marketers need to know about how to better serve dads

With half of dads finding their desire to prepare meals for their family so strong that it triggers feelings of guilt when they don’t cook, food marketers can create offerings to cure their concerns.

Regardless of their culinary aspirations, disconnect still reigns between dads wanting to cook and confidence in getting a meal on the table at home.

The paradigm is shifting from a primary shopper, where one person did it all, to a shared shopper, where households delegate or collaborate1. One of the driving factors behind this shift is the evolution of gender roles in modern society. Men now make up more than 40% of primary shoppers, making them key food decision makers for the household2.

A new FoodThink infographic highlights the mindset of the male shopper, specifically dads.

“Dads are warring between conflicting desires. They want to set a good example for their kids by living a healthy lifestyle, but they don’t know how to prepare healthy meals,” said Christy Niebaum, FoodThink researcher. “They want to prepare more meals at home, but they don’t have the time. They have good intentions and aspirations, but the realities of everyday life cause them to compromise and take shortcuts.”

The need for shortcuts isn’t going away, but food marketers can provide guilt-free solutions that dads can feel good about. The following infographic highlights insights food marketers should consider:

What Feeds Dads

To satisfy dads and the families they seek to serve it will require solutions that are a combination of healthy, timesaving and easy to prepare.

With intentionality by food marketers, dads can more easily enjoy the food they purchase, consume and share with their families.

To learn more about consumer food trends, download any of our recent FoodThink white papers.

1“U.S. Grocery Shopper Trends,” FMI, 2016.

2“American Time Use Survey,” Bureau of Labor Statistics, 2015.

All data from “FoodThink Consumer Research,” Signal Theory FoodThink, 2016. This study was build on research from 2,037 U.S. consumers.

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