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.

 

What you'll learn

How you'll use it

The details you'll need

  • Who is the final decision-maker when shopping for your children?

  • How much influence do children have on final product selection?

  • What are the flavors, scents, licensed characters, and ingredients most requested by children?

  • 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*

  • Customize the study to meet your needs, including question topics and retailer/category lists
 

Edible categories*: frozen snacks, frozen kids meals, frozen treats, salty snacks, sweet snacks, candy/gum, breakfast foods/cereal, juice, soda, water, infant/toddler formula, baby food, baby/toddler snacks,  meat,  fruits/vegetables, deli meat/cheese, dairy, soup, pasta/sauce, bread

Non-edible/household*: VMS, diapers, diaper supplies, baby oil/powder/lotion, baby bath products, sunscreen, children’s toiletries, children’s beauty products, period products, bottles/nipples, first aid

General merchandise*: baby apparel/shoes, children’s apparel/shoes, tween/teen apparel/shoes, school supplies, craft/art supplies, toys/games, books, tablet, computer, backpack/lunchbox, baby gear

 

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.
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Lauren Winkler
Vice President, Category Insights
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Gina Logan
Director, Category Insights
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