New research has revealed that two in five Irish adults say that a small surprise or treat from a family member puts a smile on their face at the end of a busy week.
Similarly 46 percent say that family mealtimes are all about family fun. The research marks the launch of a new brand evolution for Tesco, Family Makes Us Better, putting families at the heart of everything it does as a business.
The research shows that family, no matter what shape or form, is an integral part of Irish life with the majority of people stating a family member is the first person they call when something special happens in their life.
The top five treats / surprises from family members that are likely to put a smile on people’s faces at the end of a busy week are:
1. Breakfast / lunch / dinner prepared by a family member.
2. All the family having a meal together.
3. Cup of tea being made by a family member.
4. Favourite packet of biscuits in the house as a treat.
5. A night off from clearing the table after dinner or doing the dishes.
This is also true when it comes to shopping inspiration with the other half noted as the biggest inspiration for the weekly shopping choices. This is highest amongst those over 55, with 55 percenttaking inspiration from their other-half.
One in five Irish adults get their inspiration from their parents, as they are drawn towards brands they were brought up on. Younger people are most influenced by their parents with 36 percent saying that is where they get their shopping inspiration.
When it comes to family mealtimes, the research reveals the habits and rituals of Irish families across the nation. Half of families have a set seat at the table.
At 38 percent of tables across the country the household chef is the last to take their seat and 33 percent of families have a rule to put away mobile phones during mealtimes. Eating with your mouth open or loud chewing is by far the most annoying dining habit according to 41 percent.
The urban / rural mealtime divide seems to be fading, as well with the majority of families choosing to eat dinner between 6 and 7pm.
“Our research really shows that we think about our families when we shop, gleaning inspiration from the broader sense of family for example from a partnership, a sibling, to a sports club or a community group.
“Family is something that means a lot to Irish people, through the little things we do for our loved ones. To that end, at Tesco we’re committed to putting family at the heart of everything we do.
Our Family Makes Us Better creative uses real Irish family moments and shows that we recognise how important family is to shoppers in Ireland and will demonstrate how Tesco works to make family life better too,” said Sean Nolan, Head of Customer Marketing, Tesco.
The research identified four distinct culinary tastes / types showing that people have become more adventurous when it comes to cooking as 44 percent of people described themselves as ‘The Culinary Adventurer’, experimenting with recipes from around the world.
The next most popular type was ‘The Meat & Two Veg’, with 35 percent of people claiming they have simple tastes and opt for more traditional recipes while 13 percent described themselves as ‘The Picky-Eater’. Just eight percent said that they were ‘The Well-being Warrior’ opting for a more holistic approach to their meals.
Tesco's brand evolution includes a new creative focus on families which features real Irish families from all over the country as they go about their daily lives showing that Family Makes Us Better.
The new campaign, is centred on family insights and Tesco identified that when customers shop, they shop with families in mind, and not as individuals.
