Kroger Aims to Know Moms

Mornings are most hectic and outside activities challenge schedules.

These things should be no mystery to young parents, but a new survey from the Kroger Co. aims to quantify, to an extent, the child-rearing experience.

The Cincinnati-based grocer has revealed results of its “Kroger Comforts Moms” survey to help understand the mindset of moms with young children. “These findings capture the essence of modern-day motherhood in this country in all its bliss and chaos,” Paula Andruss, mother of three and Kroger’s official “Chief Comforts Mom,” said in published reports.

Andruss works on Kroger’s ComfortsForBaby.com, a website designed specifically for mothers of young children. “For moms and dads alike, our days are demanding,” she said, “but our kids also have a way of reminding us of how special these days truly are.”

What’s the most hectic time of the day? Kroger’s survey revealed 43 percent of responding mothers said mornings, followed by the evening bedtime routine (35 percent). And while most moms try to keep their children on a schedule, half of respondents said outside activities and social commitments are what threaten schedules the most. Among employed mothers, outside activities are still the biggest barrier to keeping a schedule (46 percent), while more than a quarter (27 percent) pointed to work as the biggest hurdle.

“We hope that mothers of young children also will look to Kroger’s new ComfortsForBaby.com website, which is available in both English and Spanish,” Andruss said. “The site not only contains a cross section of original content — parenting tips, product information and so on — but it also is a place where moms can share experiences with one another. So for those mothers who want to learn from the experience of others, ComfortsForBaby.com can be a valuable online forum.”