Kids as Influencers - US - February 2018
"Typically, parents with children under the age of 18 are in their prime earning and spending years, making them a critical audience for brands to win – and kids have an undeniable impact on parents’ spending decisions. As seen in Mintel’s analysis, the nature of this impact does however vary based on the type of purchase, the age of the family’s children, and whether dad or mom is making the decision."
- Dana Macke, Senior Lifestyles and Leisure Analyst
This report will look at the following areas:
- Food decisions driven primarily by parents
- Parents wary of mature content
- Parenting ain’t what it used to be
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Table of contents
Overview
- What you need to know
- Definition
- What you need to know
Executive Summary
- Overview
- The issues
- Food decisions driven primarily by parents
- Figure 1: Kids' influence on food purchasing decisions - nets, November 2017
- Parents wary of mature content
- Figure 2: Saying no to kids – select items, by age of children, November 2017
- Parenting ain’t what it used to be
- Figure 3: Relationship with kids – closeness, November 2017
- The opportunities
- An important, but shifting market
- Figure 4: Annual births and general fertility rate, 2006-16
- A larger role for older kids
- Figure 5: Kids' influence on adult behavior – select items, by age of child, November 2017
- Look to dads
- Figure 6: Select attitudes and behaviors, for moms and dads, November 2017
- What it means
- Overview
The Market – What You Need to Know
- Birth rates in decline
- Parents are having kids later in life
- Two-parent families remain the norm
- Families represent significant buying power
- Birth rates in decline
Family Demographics and Characteristics
- Kids: A significant segment of US consumers
- Figure 7: Population by age, 2018
- Growth slows for households with kids
- Figure 8: Annual births and general fertility rate, 2006-16
- Older parents on the rise
- Figure 9: US birth rates by age of mother, 2011-2015
- Number of children per family remains steady following recession
- Figure 10: Average number of own children per family, 1970-17
- Most children live with both parents
- Figure 11: Living arrangements of children under age 18, 2017
- Figure 12: Living arrangements of children under age 18 by race/Hispanic origin, 2017
- Kids: A significant segment of US consumers
Family Perspectives
- Significant buying power
- Figure 13: US median household income by presence of children under 18, 2016
- Digital influence continues to grow
- Figure 14: Kids’ ownership/access of digital devices, November 2017
- Significant buying power
Key Trends – What You Need to Know
- What’s best for baby
- Grandparents come along for the ride
- It’s all about digital
- Social and voice the next frontiers
- Digital comes with risks
- What’s best for baby
What’s In
- Eco-friendly equals family friendly
- Figure 15: Annie’s Homegrown Organic Fruit Snack Variety Pack
- The influencers’ influencers
- Figure 16: HUGE EGGS SURPRISE TOYS CHALLENGE Inflatable water slide Disney Cars Toys Paw Patrol Spiderman, April 2016
- Travel connecting generations
- Eco-friendly equals family friendly
What’s Out
- Traditional toys fading out
- Digital has a downside
- Traditional toys fading out
What’s Next
- Facebook Messenger goes younger
- Alexa – the ultimate babysitter?
- Facebook Messenger goes younger
The Consumer – What You Need to Know
- Parents guide entertainment decisions
- Parents say no to sex and violence – and sugar
- Clothing buys shift as kids age
- Parents feel closer than ever to kids
- Spending time together as a family
- Kids aren’t afraid to ask
- Parents guide entertainment decisions
Kids’ Influence on Family Purchases
- Family decisions are joint decisions
- Figure 17: Correspondence Analysis – Kids’ influence on food and entertainment purchases, November 2017
- Families decide on entertainment, kids decide on toys
- Figure 18: Kids' influence on family entertainment purchases, November 2017
- Kids have less say when it comes to food
- Figure 19: Kids' influence on family food purchases, November 2017
- Vacation destinations are in the hands of parents
- Figure 20: Kids' influence on family vacations, November 2017
- Dads like to drive entertainment options
- Figure 21: Kids' influence on family vacations, November 2017
- Kids gain independence with age
- Figure 22: Kids' influence on family decisions – select items, by age of children, November 2017
- Family decisions are joint decisions
When Parents Say “No”
- Parents on the lookout for inappropriate content
- Figure 23: Saying no to kids' entertainment, November 2017
- Sexual content deemed inappropriate for all ages
- Figure 24: Saying no to kids – select items, by age of children, November 2017
- A majority of parents say no to sugar
- Figure 25: Saying no to kids' food or beverage, November 2017
- Older kids are living the sweet life
- Figure 26: Saying no to kids' food or beverage, by age of children, November 2017
- Parents on the lookout for inappropriate content
How Kids Influence Parents’ Behavior
- Parents lead by example
- Figure 27: Kids' influence on adult behavior, November 2017
- Dads more likely to give into the “whine factor”
- Figure 28: Kids' influence on adult behavior, by gender of parent, November 2017
- Young kids have broad influence, older kids have specific influence
- Figure 29: Kids' influence on adult behavior – select items, by age of child, November 2017
- Kids have more say in households with more income
- Figure 30: Kids' influence on adult behavior, by gender of parent, November 2017
- Parents lead by example
The Parent and Child Relationship
- Family relationships evolve
- Figure 31: Relationship with kids, November 2017
- In their own words: kids’ independence
- Relationships strengthen as children age
- Figure 32: Relationship with kids - select items, by age of children, November 2017
- Relationship dynamics vary by race
- Figure 33: Relationship with kids - select items, by racial group, November 2017
- Single parents may feel a closer bond with kids
- Figure 34: Someone For You – eHarmony Ad, February 2017
- Figure 35: Relationship with kids - select items, by marital status, November 2017
- Family relationships evolve
Parent and Child Activities
- Time together
- Figure 36: Weekly activities for kids, November 2017
- Moms buy food, dads play games
- Figure 37: Weekly activities for kids, by gender of parents, November 2017
- Parents spend less time with older kids – but text way more
- Figure 38: Weekly activities for kids, by age of children, November 2017
- Entertainment is a form of bonding for Hispanic families
- Figure 39: Weekly activities for kids, by Hispanic origin, November 2017
- Time together
Attitudes toward Kids and Influence
- Parents are open to kids’ influence
- Figure 40: Attitudes toward kids and influence - shopping, November 2017
- In their own words: Shopping with kids
- Kids aren’t shy about asking
- Figure 41: Attitudes toward kids and influence – kids’ requests, November 2017
- Shopping an opportunity to pass on lessons
- Figure 42: Attitudes toward kids and influence – parental influence, November 2017
- Kids show a high level of brand awareness
- Figure 43: Attitudes toward kids and influence – what kids ask for, November 2017
- In their own words: Kids and brands
- Parents are open to kids’ influence
Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Methodology – Correspondence analysis
- Abbreviations and terms
- Abbreviations
- Data sources
Appendix – The Market
- Figure 44: US households by type, 2008-2017
Appendix – The Consumer
- Figure 45: Kids’ influence on entertainment and groceries, November 2017
Kids as Influencers - US - February 2018