Millennials Mom on Cooking Habit - Survey Report

If every kids are required to mention their favourite home food, we quite sure they will answer that their Mom’s cooking is the best. It was their mother’s cooking they tasted for the very first time. Despite the issue of gender, mom tends to be the person who is associated with responsibility of nurturing the family and doing domestic activities, include cooking. However, as the time is shifting, we come to the era of Millennials Mom. This segment of Mom may behave differently than the previous generation since they tend to have better resources in terms of information, finance, and mobility. Understanding this phenomenon, we come to a question about their cooking habit. Jakpat conducted a survey about Millennials Mom on their Cooking Habit. Our respondents was 134 female in nationwide, from the range of age between 19 to 35 years old. The confidence level of this survey was 95%, with only 5% level of margin error.

Today modern moms are very busy. They mobile a lot and have many activities both inside and outside their house. Concerning about their business and cooking habit, first of all we asked about their frequency of cooking. Interestingly, although they may be super busy, most of them said that they cook every day. There was 46% of Millennials Mom who said that cooking for their family every day already became their daily habit. Besides them, there were also 21% of them who cooked about 1-5 days in a week and 28% who uncertainly cooked for their family.

When it comes to the habitual activities, we also asked about their most favourite moment of cooking. In general, Millennials Mom loves to cook at any time. Cooking for breakfast was considered as the most favourite moment, followed by cooking for lunch and dinner.

Surprisingly, we found an interesting pattern of Millennials Mom age and their favourite time to cook. We classified the Millennials Mom into three segments based on their age. Moms at 20-25 years old tend to love cooking for dinner, while Mom at 26-29 and 30-35 years old both love to cook for breakfast.

Concerning that there are many patterns of their cooking habit, we also asked about their menu planning. We would like to understand their preference on planning the menu for their family. Most respondents said that the menu was chosen based on the availability of the ingredients. However, there were also 27% of them who said that the selection of menu depend on their family member request. Moreover, there were also 18% of respondents who said that they were more likely serving the menu based on their intention of trying new recipes.

As we previously categorized three segments of Millennials Mom based on their age, we also try to capture the different insight between them about their pattern of menu selection. There are two main findings about this question. First, compared to other segment, moms at 20-25 years old were tending to be the experiencers. Due to their early experience of motherhood, they were more likely to try new recipes in their kitchen. Second, as the older segment of mom, those at 26-35 years old were more likely to arrange the menu for a week.

As we learned Millennials Mom menu selection, we also asked about their favourite menu to cook. Vegetarian and Indonesian food became the most favourite menus to be cooked by Mom. These choices then followed by frozen food, Chinese food, dessert, and Western food. There were also 3% of respondents who prefer Thailand, Japanese, and Korean food as their favourites.

To be able gaining comprehensive insight about Millennials Mom cooking habit, we also asked about their preferred market to buy ingredients for cooking. Four places were mentioned by Millennials Mom. Although traditional market may seem like quite old, Millennials Mom still prefers to go there to buy their food ingredients. However, there were also numbers of respondent who chose supermarket for shopping. Besides those markets, they also mentioned mobile veggies that pass by their house and nearby store as their favourite place to buy food ingredients for cooking.

Millennials Mom also vary in their frequency of shopping. We asked them about this and three most common patterns were revealed. First, 35% of Millennials Mom were more likely to shop once a week. Second, 32% of Millennials Mom were more likely to shop only before cooking. At last, 29% of them were more likely to shop every day.

There were also different preferences among different segment of Millennials Mom and their shopping frequency. Moms at 20-25 years old tend to buy the ingredients right before cooking. Unlike them, moms at 26-29 years old are more likely to buy it every day. In other hand, the 30-35 years old mom prefer to buy it once a week.

There are considerable factors before buying the food materials. Two segments of Millennials Mom are categorized. The first one are the moms at 20-25 years old. Three considerable factors that affect their purchasing decision are the availability of halal label, the expired date, and price.

The second segment are the moms at 26-35 years old. Three considerable factors that affect their purchasing decision are the ingredients contained in every materials, the expired date, and price.

Regarding their source of information about cooking, there were five sources mentioned by Millennials Mom. Family recipes become the number one choice since they have the recipes from their parents. Just like the older generations, cooking book also become their guide book of cooking. Interestingly, since they have better and bigger source of information, cooking website and cooking blog also become their references. At last, exchanging recipes with friends also become their favourite.

We once said that Millennials Mom, especially in younger segment of age tend to be the experiencers. They love to try new recipes. We asked them about their frequency of trying new recipes. As we have predicted, they often try to cook new recipes at least 2-3 times in a month.

At last, we know that there are number of instant seasoning products available. We asked Millennials Mom about their perception and preference toward the product. However, it was only 11% of them who likes to buy instant seasoning due to its practical use.

For more detail you can download XLS report at the button below. JAKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gender,age range, location by province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.