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New research reveals parents want to turn the tide on family time

New research reveals parents want to turn the tide on family time

In an era where busy schedules and modern distractions often intrude on family moments, a new study commissioned by Birds Eye reveals that less than half (46%) of the time families spend together is deemed ‘quality time.’ In response to these findings, Birds Eye is joining forces with another beloved household name, Hasbro, to help parents create more quality family time during the school holidays. This summer, by purchasing four packs of qualifying Birds Eye products, families can receive a classic Hasbro board game for free, valued up to £39*.

The research, which surveyed 1,000 parents of children aged 5 to 17, highlights the top barriers for precious family moments, with some of the most common being household chores (36%), commuting (20%), and after-school activities (14%). Despite these challenges, six in ten (60%) parents recognise the importance of quality family time in fostering togetherness, creating lasting memories, and supporting emotional well-being.

The study found that parents are actively seeking to build more of these moments into their busy schedules, with over half (51%) finding creative ways to spend time together, such as playing board games, hosting movie nights, and eating together as a family. The dinner table remains a crucial venue for meaningful conversations and connections, with 89% of parents believing it’s where these important interactions occur. 

Challenges persist, though, with 19% of parents noting a decrease in quality family time over the past three years due to work commitments, conflicting schedules, and the rise of digital technology. Financial constraints also play a role in how much quality time families spend together, as 53% of families struggle to afford days out and 54% find it hard to justify household budgets for entertainment.

“From our research, and our own personal experiences, we know that many families want to spend more quality time together, but for many of us, this quality family time has actually decreased since lockdown ended in 2021,” said Victoria Westwood, Cluster Marketing Manager at Birds Eye. “In fact, our research showed that nearly half (42%) of our respondents hadn’t spent any quality time with their families in the last few days to an entire year! We all know life is busy, but many families are making a concerted effort, any way they can, to ensure these valuable moments aren’t lost. With budget and time being tight, affordable opportunities to spend time together are especially welcome.” 

Victoria added, “We hope to bring wholesome family fun to the kitchen table during these school holidays and remind families of the simple pleasures of spending time together. Whether it’s the joy of sharing an easy, nutritious meal of Fish Fingers, Peas, and Chips, or enjoying an evening with some of the nation’s favourite board games like Monopoly, Trivial Pursuit, or Hungry Hippos, we want to make family time special. By partnering with Hasbro, we’re excited to support families during a typically stressful time of year, and really show how good food and games can bring people together and create lasting memories.”

With a rich, 100-year history, Hasbro brands bring families and friends of all ages and generations together for fun and meaningful social interaction. Fan favourites available through this promotion include iconic games like CLUEDO, MONOPOLY, CONNECT 4, GUESS WHO?, TWISTER, OPERATION and more, providing families with gaming experiences that are fun to play, fun to watch and fun to share.

Matt Proulx, Senior Vice President, Global Experiences, Partnerships and Music at Hasbro said, “At Hasbro, we believe in the power of play to bring families closer together, and this collaboration allows us to extend that joy into even more homes. By combining our classic board games with Birds Eye’s delicious, family-friendly meals, we’re providing parents with the perfect ingredients for memorable family moments. We look forward to seeing families across the country enjoy more quality time together, filled with fun and laughter.”

For more information on the promotion please visit Birds Eye x Hasbro Website (

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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