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