CATEGORY INSIGHTS

Shopping for Children

Understand how parents shop and the influence children have on product selection at the category level.

 

Want to learn more about the research? Fill the form below.

Learn what drives parents' product selection, how it differs depending on children's age, and how to best meet their needs.

Parents are navigating an inflationary environment that can make it challenging for companies to capture spend. According to our research, Chocolate is the top category that children ages 6-9 and 10-12 buy with their own money. Boys are more likely to make specific product requests than girls, especially for video/digital games, action figures, and building toys. Two-thirds of teenagers request specific beauty products on a regular basis, with facial cleansers as the top category requested. Learn more about how parents shop, how much influence their children have on the final purchase - whether in-store or at home, and how to best prepare for new generations' needs and wants in our new deep dive study. 

What you'll learn

How you'll use it

The details you'll need

  • How do parents research and discover new products?
  • What drives product selection and how does it differ based on age of children?
  • How much influence do children have on product selection and how does that vary by category?
  • Drive conversion by understanding where and how parents learn about the category
  • Optimize product features for parents and children based on your primary shopper and user
  • Robust sample: 2,000 shoppers
  • Our expert-authored 100+ page report is full of both insights and action
  • Our fully-sliceable data includes
    25+ categories and 15+ retailers*
  • Category list includes edible grocery, and non-edible/household products.
  • Includes a large range of attributes, from natural, organic, plant-based, high protein, to not tested on animals, limited ingredients or hormone-free.

 Category IQ clients can gain access to this Deep Dive as part of their license. Non-subscribers can purchase it for:

$15,000

Includes the full 100+ slides report and the Excel data set including retailer, category and demographic details.

 

Contact us for more information at KantarShopper@kantar.com

Research and discovery

How do parents research and discover new products and categories?

Learn how parent shoppers research and get informed about new categories, products and brands. 

Influence on selection

Children's influence on product choice

Find out more about the level of influence children have on category, brand and product selection, and how that differs by category and by age.

Drive conversion

Drive conversion

Understand the role of packaging, price, promotion and other product features that need to be adapted for both parents and children to drive conversion at the category level.


EXPERT SPOTLIGHT

Kantar's Retail, Sales,
and Shopper Expert

Answering your most pressing questions related to category insights.
Lauren Winkler no background
Lauren Winkler
Vice President, Category Insights
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