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Irish Families Struggling To Spend Time Together

Tesco’s #MoreThanAnEgg campaign helps families make more of Easter

  • Almost half (48%) of parents admit to finding it difficult to get their wider family together.
  • Two thirds (66%) believe that it’s more difficult to spend time together in today’s world than in the past.
  • Older adults (55+) overwhelmingly recognise Easter holidays as an opportunity for quality family time
  • Older respondents fondly remember baking with their mother and grandmother as part of their childhood memories.

The bulk of Irish parents want to spend more quality time with their family and admit that the stresses of modern life are an increasing barrier to spending time together. The majority of parents (82%) blame “busier lives” for not allowing family members to get together more, while two thirds of adults (66%) believe precious family time is more difficult nowadays than it was in the past research from Tesco Ireland’s #MoreThanAnEgg Easter campaign has revealed.

While almost three quarters (74%) of Irish families’ gather at daily meal times, getting the wider family circle together is more of a challenge for most half of Irish parents (48%). However, 100% of the older adult (55+) population overwhelmingly recognise that the upcoming Easter holidays are a good opportunity to spend time together.  In fact, grandparents are by far the biggest consumer group to embrace the occasion where they buy Easter eggs not for themselves but for their family, particularly their grandchildren.

In the lead up to Easter, recognised by almost six out of every ten Irish parents (58%) as a special family time, Tesco has uncovered in its research that Easter is about more than an egg but an excuse to get together with family.  

Traditional values like visiting grandparents stood out as the leading childhood family bonding activity (63%) with 18-34 year olds and older respondents in agreement that regular baking with your mother/ grandmother formed a special part of their childhood memories, 49% and 65% respectively.  This was echoed further in the 55+ women age cohort who revealed that baking with their children was their favoured family-based activity, with the majority of bakers using traditional ‘back to basic’ methods using scratch ingredients to educate their children on the art of baking.

Only one third (32%) of men take the time to bake with their own children and see it more of a necessity and only bake when they need to for a kids bake sale or school activity (20%).  With this national love of baking continuing Tesco is once again calling on families to visit stores and support the Great Irish Bake for Temple Street on April 7th. It aims to raise €100,000 for their charity partner across all of its 148 stores throughout Ireland across a bumper weekend of fun activities in-store.

Christine Heffernan, Corporate Affairs Direct at Tesco Ireland, said, “At Tesco we understand the stresses of modern life and as the Easter school holidays are approaching, we’re on hand to help Mums, Dads and grandparents planning to spend time together that little bit easier.

“Tesco stores across the country will host a series of fun-filled family activities from Friday 7th to Sunday 9th April including supporting the Great Irish Bake for our charity partner Temple Street and hosting a lucky dip Golden Egg giveaway to give families across the country the chance to win one of 27,000 prizes which include exclusive entry to either Fota Wildlife Park or Rathbeggan Lakes, Co. Meath, “she continued.  

Tesco’s Easter campaign, which launches this week, illustrates how Easter eggs can bring people and families together and is Tesco’s way of helping families across Ireland make more of Easter. Parents and grandparents can also engage with the hashtag #MoreThanAnEgg to engage with more competitions, fun games and videos so keep an eye out on Facebook, Twitter, Instagram and Pinterest for more. For Easter recipes and more visit Tesco.ie.

All 148 Tesco stores across the country are taking part in the national baking event, which aims to raise a total of €100,000 over the weekend, to support the cost of constructing a new state of the art Ultrasound System and the purchase of new equipment for the Ear, Nose and Throat Department.

ENDS

Notes to Editor:

Research conducted across a national representative sample of 1,001 respondents by iReach Market Research on behalf of Tesco Ireland.

Over the coming weeks and throughout Easter Tesco will be sharing helpful tips and activities where to help families make the most of their Easter across our social channels and on its dedicated Easter Hub which parents can visit at Tesco.ie

About Tesco Ireland and Temple Street

Tesco Ireland has been working with Temple Street as its charity partner since October 2014 and to date has fundraised over €2.3m for the hospital, helping it to buy much needed life-saving equipment.

Each year Temple Street Children’s University Hospital treats over 145,000 children from across the country and operates the busiest A&E department in Europe. For thousands of children, Temple Street is the only hospital in Ireland they can be treated in. Through the charity partner programme, Tesco colleagues and customers can help little people from all over Ireland get better and be real life heroes to children attending the hospital.