Trend: Alpha Moms – In-Home Food Service

In-home private cooking classes and food services for a new breed of Alpha Moms

Trend Description:
Alpha Moms are young, active mother who are well educated and had an active career before choosing to have a family. They tend to be more informed, cosmopolitan and connected than their parent’s generation – and are usually more busy too. With a full schedule for themselves and their kids, it is hard to find time for regular housework, for cleaning and cooking. On the other hand these mothers are especially aware about the importance of a healthy lifestyle and are concerned about the food she and her family eats. Targeting these concerns, new companies are offering products and services to help maintain healthy eating lifestyles while avoiding the future dinner-disaster by offering in-home cooking and nutrition classes.

Cases:

Deruijia
Deruijia is a Chinese company that provides specially cooked food for women after they gave birth. The company prepares one-month food plans for postpartum moms and deliver cooked food by order. Since Easterners believe in food just like Westerners believe in medicine, there is also complimentary nutritional consulting for customers. Specially cooked food with traditional Chinese medicine elements, is supposed to help quick postpartum recovery.

Petit Appetit
Petit Appetit offers recipes which are easy to prepare, healthy and will sure be a treat for the whole family. Founder Karen Barnes started out as a part-time cook for children and teaching parents, but eventually decided to compile her research and recipes for publishing. Next to her Petit Appetit cookbook she is contributing regularly on many online sites and offers workshops and in-home cooking classes for moms, just because hands-on simply works best. Classes can be custom-tailored to specific needs. Her main focus are babies and young children, aged 0 -4 years.

Chef Mama
Chef Mama supplies busy moms with a weekly grocery list and recipes for one week of dinners. The membership costs US$90 a year, or US$8 a month. Next to a grocery list and recipes for one week of easy, healthy and delicious dinners, members receive a newsletter, which includes other food ideas such as desserts, party planning, lunch, breakfast, and other interesting articles. Members also have access to the exclusive Chef Mama website, can get advise from experts for help with being mama and become part of a network of moms who share their ideas through the Chef Mama forum. There are also discounts with Chef Mama affiliate members.

Trend Impact:
Since alpha moms are usually career women and also tend to have fewer children, they have more resources available to devote to their kids. And they are willing to spend those for quality products and services. They are also aware that healthy and organic food is an especially important factor. Pediatricians believe that first foods can have permanent effects on growth, strength, the immune system and intelligence. The goal of those nutrition and cooking services targeted to alpha moms, is to help parents give their children a healthy start, and introduce nutritious ingredients to feed their minds and bodies. A “wholesome!” concept which can be easily added on to other services targeted to busy alpha moms or new mothers.

Deruijia

Petit Appetit

Chef Mama

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