Executive mums are those women who understand that whilst being time-poor they can still provide for their children and family. While trying to balance work and family commitments, they are responsible for cooking in the household and use the weekends to prepare for their busy week ahead. They are competent cooks who understand that eating well is the key to a healthy life for the family. Although they have limited time for elaborate meals they typically shop online and in bulk. They will always shop for convenience and spend a higher amount on fresh food and produce. They understand that spending more on quality ingredients will benefit their family in the long run.