Whether you like it or not, children are a living, breathing part of the food retail experience. From the way shopping carts are designed to the voices in the aisles, marketing on the shelves and products on sale, kids are here to stay. And it turns out that they have a great deal of power.
The research team over at Packaged Facts this year asked adults with children to respond to the statement, "My kids play an important role in the groceries I choose." The March 2013 survey, which was referenced in Packaged Facts recent report, "The Future of Food Retailing in the U.S.: Shopper Insights and Market Opportunities," leaves little doubt that little tykes can hold a lot of sway at the checkout line.
In fact, two-thirds of adults with children who responded to Packaged Facts' survey agreed with that statement. So while parents might know what's best for their kids, it seems that they still tend to get a little help making up their minds.
You may not need a chart to tell you that parents listen when children speak up about cereal or last-minute temptations at the checkout counter, but the responses here were pretty overwhelming.
So put this knowledge in your back pocket for the next time you hear someone doubt the need to make a food product appealing to the whole family. The tall people with the wallets may have the final say in what gets scanned, but they're not immune to toddler-size persuasion.
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