A new report from market analyst Packaged Facts reveals children wield a fair amount of purchasing power, even when they don’t wield the wallet. Twenty-five percent of parents reported learning about new products from their kids.
The trend is most pronounced among parents of children over six, but brand loyalty begins even younger than that. David Sprinkle, research director at Packaged Facts explains that the data suggests, “Industry players should focus on product development designed to capture younger kids and gain allegiance from parents earlier to keep them involved with the brand throughout childhood.”
Brand recognition and the child’s enjoyment factor largely in parents’ willingness to engage with a food brand. Equally as important to parents are which foods seem healthiest for their children and which ones they’ve heard of from friends or via social media and online reviews.