We need your help now

Support from readers like you keeps The Journal open.

You are visiting us because we have something you value. Independent, unbiased news that tells the truth. Advertising revenue goes some way to support our mission, but this year it has not been enough.

If you've seen value in our reporting, please contribute what you can, so we can continue to produce accurate and meaningful journalism. For everyone who needs it.

child cereal image via Shutterstock
pester power

Kids have serious 'pester power' on family food purchases

The breakfast cereal in a family’s cupboard is often dictated by the children.

THE INFLUENCE OF children on their parents’ purchasing decisions is strongest when it comes to buying food. The latest Pulse survey from media agency Carat has broken down the areas where children’s ‘pester power’ is most obvious.

The choice of breakfast cereal eaten by the family is the decision most open to being swayed by what the juniors in the household want. After that, their influence is most felt in the choice of snacks and treats, then on sport equipment and clothing, cheese and yoghurt and to a much more moderate effect, the choice of food for general meals.

They have less influence on the choice of TV service provider, general groceries, but are starting to have some power in the computer, tablet or phone used in a household.

See this table for the full rundown:

table courtesy of Carat

There are some other insights into how Irish households shop available in the findings:

  • Women have more influence in food shopping in non-parenting relationships
  • In two-parent families, the mother is more likely to make food purchase decisions on her own; if men do the food shopping, they tend to make those decisions in conjunction with other family members
  • In single-parent families, men are “less likely to involve their children in family menus/food purchase decisions”; women in single-parent families do involve the children in menu choices but still take control over what food brands and products are bought
  • When it comes to services and utilities, be that banking, TV and internet providers, motoring and so on, 34 per cent of men with a partner/spouse say they make the decisions in those areas while 25 per cent of women say they are the sole decision maker.

There is one area on which partners seem to be able to agree – they are most likely to make decisions together on decor/DIY.

13 ads that make you want to stick knitting needles in your eyes and ears>

Cheese exempt from new advertising rules>

Readers like you are keeping these stories free for everyone...
A mix of advertising and supporting contributions helps keep paywalls away from valuable information like this article. Over 5,000 readers like you have already stepped up and support us with a monthly payment or a once-off donation.

Your Voice
Readers Comments
    Submit a report
    Please help us understand how this comment violates our community guidelines.
    Thank you for the feedback
    Your feedback has been sent to our team for review.