Use Mother's Day To Remember: Be Good To Yourself Year-Round

    Leading Cultural Anthropologist Finds That Small Indulgences Matter To
    Mom's Wellbeing

    TORONTO, May 1 /CNW/ - Although Mother's Day comes but once a year,
Quaker(R) is urging women to use the special day as a reminder to take some
time for small indulgences year-round.
    Research shows that it's critical. A survey conducted by Angus Reid(*) for
Quaker says women find it challenging to incorporate small indulgences into
their everyday lives -- 81% of women surveyed admitted that they deprive
themselves of something they want at least occasionally. Add financial worry
to the picture and women feel even more inclined to put other things before
their personal needs. In fact, one in ten (11%) women surveyed said they have
abandoned the practice of treating themselves altogether during the current
economic crisis.
    "Reminding oneself (or the mothers in one's life) every Mother's Day
about the importance of small indulgences is the first step to increasing a
woman's sense of wellbeing," says Quaker spokesperson Kath Matheson. "Quaker
believes food is an important indulgence item for women, and portion control
products like our Crispy Delights(R) and Granola Crunchers(R), for example,
give women the chance to indulge without the guilt."
    Leading Canadian cultural anthropologist Johanna Faigelman agrees. She
studies human behaviour and cultural trends as president of Human Branding
Inc., and has uncovered a direct correlation between small indulgences and
emotional wellbeing. Faigelman says it's vitally important to look for small
ways to indulge yourself, especially when times are tough. In fact, she says
affording yourself small indulgences can have a direct impact on your
emotional wellbeing, especially for women.
    "Women are deeply engrained nurturers and, as a result, often think of
others before thinking of themselves," explains Faigelman. "A little bit of
indulgence can go a long way towards helping women to refocus in a more
positive and self-nurturing direction - my research shows that this can
directly impact women's feelings of wellbeing. This is especially so when
there is so much negativity all around us in terms of the recession and the
world economy."
    Faigelman's research suggests that indulgence for many women has become a
lost pleasure.
    Here are Quaker's top picks for small daily indulgences that can make a
big difference to how women feel:

    -    Sinking into a warm, candle-lit bubble bath
    -    Taking a few minutes to read the paper or flip through a magazine
    -    Enjoying a light, portion-control snack while watching your calories
    -    Phoning a friend and have a good chat
    -    Putting your feet up and watch TV
    -    Buying something small that brightens up your spirits, like a new
         shade of lipstick

    "The key is for women to find easily accessible ways to indulge themselves
without going to extremes," says Faigelman. "Pleasurable foods, for example,
can play a powerful role in enabling women to access the feeling of a 'little
indulgence' in a highly accessible and acceptable way. This is especially so
if the food is not only highly pleasurable but at the same time does NOT
induce feelings of overindulgence or guilt."

    Highlights of the Angus Reid poll include:

    -   The majority (73%) of women surveyed treat themselves to something
        special less than once a week.
    -   Guilt is a major factor in a woman's choice to deprive herself of
        something she wants - 81% of women surveyed said they deprive
        themselves of something they want at least occasionally because they
        don't want to feel guilty.
    -   65% of women polled felt that women don't do enough for themselves in
        order to achieve a daily sense of wellbeing.

    (*) A poll conducted by Angus Reid Strategies from March 12 to March 14,
        2009 of 1,004 Canadians.

    Note: Interviews with Quaker's Kath Matheson and cultural anthropologist
    Johanna Faigelman can be arranged.

    About Quaker Foods Canada:

    Part of PepsiCo International, Quaker Foods Canada(TM) features a
power-packed line of popular brands with a wide range of food choices. With
100 calories or less, the Quaker(R) portion-control family of snacks includes:
100-calorie bars, Crispy Delights(R), Granola Crunchers(R) and Crispy

For further information:

For further information: Kelly Mansell, Jennifer McCrindle, Praxis PR,
Tel: (905) 949-8255 ext. 221, 224, E-mail:;

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