“Moms rule,” says Eater in a survey of the mom blogosphere in which highly connected mothers offer personal advice on parenting, including recommendations on food. “(U)nsurprisingly, advertisers are hoping to capitalize on mom bloggers’ seemingly personal connection with their readers.” By one estimate, mom bloggers mention as many as 73 brands in a week, “with 56 percent of other moms buying brands based on blog testimonials.” Mom bloggers like foods that are organic, eco-friendly or locally grown, according to a research company.
“That cultural shift has occurred so quickly that the mainstream food industry is in a quandary,” says the Eater story by Kimberly Lord Stewart, citing estimates of lost market share. “Big Food has a few choices: Give the new consumer what she wants, or try to sway mom bloggers. Perhaps unsurprisingly, corporations that are heavily invested in conventional agricultural methods are now courting mom bloggers over to their side.”