Kids influence household consumer spend.

• Author: Dan Barber
• Posted: May 31st, 2010
• Tags: branding, marketing

I have no problem with my kids requesting certain food brands. They are showing choice, decision and an awareness of what is good for them.

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I have no problem with my kids requesting certain food brands. They are showing choice, decision and an awareness of what is good for them. It is an opportunity for me as a parent to educate them on what is good or bad to eat.

My two daughters are key in our household grocery spending. They walk the aisles of Waitrose with me, pressuring me to buy certain products, sneakily putting things in the trolley that I only discover and discard at the checkout, and generally pointing out brands that they recognise.

They are influenced by me of course. I champion our clients products and whilst I limit their Lindt chocolate consumption, I encourage them to gulp Copella Apple Juice. They love this product, they love the taste and they know it as Copella, they do not ask for Apple Juice now, they ask for Copella. We get through a load of this product, suffice to say that our fridge is never without it.

So, brands must consider this when planning their marketing activity. Many brands, probably quite rightly, have a policy of not marketing towards children, but personally, I have no issue with it. I am responsible for what my children consume and whether or not I choose to purchase products for them. At present my girls will shout out for: Copella, Coco Pops, Frubes, Babybel and Quavers. It really makes me wonder how many other children are making purchase suggestions to their parents, why they are and how they are making the choices.

As parents we do influence our childrens choices. Where we take our kids, what experiences we provide, the types of holidays we take, will all influence them. I like the fact that my children recognise the food brands they enjoy. Let’s be clear, they only remember the ones they like..! So it does have to be a good product. I try to keep my daugthers eating healthily most of the time, and with considered moderation this is doable, even with them eating the odd bag of Quavers or eating the Lindt Gold Bunnies that we had in our house over easter. Just because they recognise the brand they do not demand it all the time. They understand moderation. I have no problem with brands marketing to kids or creating great products that capture the hearts, tummies and minds of children. Right now the kids are all over the new fruit snacks called Hum Zingers! What a great name for a kids snack.

I have no problem with my kids requesting certain food brands. They are showing choice, decision and an awareness of what is good for them. It is an opportunity for me as a parent to educate them on what is good or bad to eat. If we think about it, breakfast brands have been doing this for years and it clearly works.

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