Overview

Established mums typically have school-aged children. They lead very busy lives as they try to juggle a career and mum duties. These mums are time-poor but always on the lookout for health and wellness tips. As the main grocery buyers, this group has large families with adult/teenage children and they tend to spend on meat, poultry and fish to feed their hungry, growing family. Grocery buys include value/family-pack sizes.