Cooperative decision-making is the new trend as parents ask for kids’ input on everything from breakfast cereal to luxury cars.
Parents are increasingly lettings kids dictate, or at least have a vote on, purchases ranging from breakfast food to large ticket items like TVs, cars and vacation destinations. “Decision-making within families today is almost entirely collaborative — and as kids become more influential, they’re impacting purchasing decisions,” says Christian Kurz, vice president of research at Viacom International Media Networks.
Girls tend to have more influence because they are more aware of items in the house and have more retail experience, says Renee Weber, VP Consumer Strategy & Research for The Marketing Store Worldwide. Older kids, not surprisingly, also have more influence because they have more knowledge and are able to form and state their opinions more clearly. The NPD Group surveyed moms in 2012 and the results revealed that parents let their kids choose what they’ll eat
for breakfast more than 30% of the time and about 25% of the time for lunch. Dinner is still firmly in the parents’ control, though, with only 3% of kids choosing the food for that meal. When pulling into the drive-thru, kids pick what to eat 85% of the time according to a Nickelodeon study.
· 73% Ice Cream
· 71% Fruit
· 54% Baked Goods
· 53% Salty Snacks
· 48% Yogurt
· 79% of 6-11 year-olds like shopping.
· 50% like it a lot.
· Candy is the #3 favorite item for kids to shop for.
· Kids enjoy sensory experiences when shopping. For example, Abercrombie & Fitch stores have large photos, dark lights, loud music and strong aromas.
100% of moms taks their kids to the grocery store, whether rarely, often or always. Why?
· 63% They’re already with me.
· 46% Can’t leave them at home.
· 43% For enjoyment.
· 12% for help.
· 40% Bonding with parents
· 20% Looking around
· 7% helping
· 7% Getting things for themselves
· 5% Getting out of the house
· 25% of parents ask their kids for advice before buying items for themselves.
The ad agency Digitas also released a report in 2012 that speaks to the turning trend of child involvement in household decisions. The company says families are acting more like democracies and treating kids “more like adults than ever before.” Digitas also reported noting a trend of children “showing preference for adult things” such as iPads. The Nickelodeon study reports this idea of more democratic households. Their results state that more than half of parents seek their kids’ input in general, and just under half say their family discusses and decides major decisions together. Regarding purchase decisions specifically, 71% of parents said they solicit options from their kids. When the item being purchased is for the child, most parents let the child weigh in on the decision, and more than two-thirds of parents take their kids’ views into consideration when making family purchases. Surprisingly, kids even get to cast a vote when the items being purchased are not ones they’ll use personally. For example, consulting with children before purchasing a car is up 20% over the last three years — that’s almost three out of five parents who are asking for their kids’ opinion on the family’s new ride. “We discovered some adults let their kids pick out the luxury cars that they buy,” Lexus general manager Mark Templin told Advertising Age magazine.
Let FONA’s market insight and research experts translate these trends into product category ideas for your brand. They can help you with concept and flavor pipeline development, ideation, consumer studies and white space analysis to pinpoint opportunities in the market. Our flavor and product development experts are also at your service to help meet the labeling and flavor profile needs for your products to capitalize on this consumer trend. We understand how to mesh the complexities of flavor with your brand development, technical requirements and regulatory needs to deliver a complete taste solution. From concept to manufacturing, we’re here every step of the way. Contact our sales service department at 630.578.8600 to request a flavor sample or visit www.fona.com.