As we enter the school summer holidays, the pressures on parents intensify as they navigate the twin pressures of inflation and busy routines.
At the same time, family life is evolving, and so is our relationship with food. Many parents want to make food a special element of family life, and brands and retailers can help parents do this.
The results of our Beano Brain Food for Thought research makes the scale of the challenge crystal clear and highlights the opportunity. Nearly 80% of parents feel overwhelmed by food prices, while many parents struggle to decide what to feed their family. This data needs to spur brands into action. It’s a signal to reframe how we serve, speak to, and support families.
Family food education
With 85% of mums saying they make the most food decisions at home, yet 55% struggling to decide what to feed their family, brands that inspire and support parents will really earn their place in the shopping basket.
More than a third (38%) of mums also say they feel stressed about feeding their family. Time, energy, mental load and budgets all play a role here. Through offering flexible, low-stress solutions like clear labelling, easy-to-follow recipes and time-efficient, healthy meal kits, brands can greatly reduce the burden.
What’s more, Gen Alpha are particularly curious and adventurous eaters. From bao buns to bubble tea, tastes are often shaped by what they see online and in their communities. Brands could help families nourish this adventurous spirit with accessible recipes that may well become new family favourites.
Parents want to feed their children healthy, nutritious meals but are feeling let down by food brands. We found only 16% of parents strongly agree that brands are truthful with their labelling, and a third believe brands should do more to help them make healthy, informed choices.
Brands need to state clearer claims and better education about nutrition, cooking skills and sustainable choices. A more holistic food education approach through packaging, school programmes and partnerships would be a long-term investment in brand loyalty and community wellbeing.
Food brings families together. Brands have a chance to facilitate this sense of connection, adventure and fun through their products and the experiences they help to create.
From meal kits to school food programmes, brands have a golden opportunity to bring more joy and less stress to the family dinner table.
Helenor Gilmour, director of strategy at Beano Brain
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