Seventy-five percent of dads say they are more involved in raising their kids than their fathers were.
And, according to a new study by Edelman Berland and Edelman's food sector, they are dividing and conquering in the kitchen.
The "America's Kitchens: Redefining Roles and Values" study asked 500 moms and 500 dads living in the same household a series of questions about their attitudes and behaviors when it comes to making food choices. The interviews were conducted with each individual, separately, by phone, to fully understand the similarities and differences in the values mom and dad associate with food and how they approach the food shopping and preparation process.
The study reinforced what most would predict—moms have the most influence when it comes to purchase decisions. However, the study dispels stereotypes that dad is not as concerned or engaged as mom in the role food plays in his family's well-being. In fact, more than 65% of moms and dads said what they eat is a reflection of their personal values, and were in lock step when it came to what attributes were most important to them when making food choices. Other key findings include:
- More than 75% say it's important to know where their food comes from, and more than 70% say they try to buy foods that are grown or raised locally.
- Nearly 90% cook with fresh ingredients, and more than 95% said it is important to teach their children to cook.
- Both agreed that brand namewas not a key factor in purchase decisions, though more than two-thirds said a company's values and community initiativesare important when buying products.
- When asked to choose the most important factor in food purchase, both moms and dads ranked nutrition quality, taste, and freshness as their top three.
"Traditionally, we considered mom to be the only one who made nutrition and wellness a priority for the family, but it's clear it's just as important to dad," said Mary K. Young, Edelman's Senior Food and Nutrition Strategist. "And, as dad continues to elevate his role within the home, we believe he'll become an even more influential force in the food purchases."