New research suggests children are having a significant influence on what families buy during the weekly shop, with most parents reporting pressure to purchase foods high in fat, salt and sugar.
A recent study, with findings presented at the European Congress on Obesity, highlights the powerful influence children have on family grocery shopping habits. The research, based on survey responses from more than 1,000 parents, reveals that many families frequently yield to their children's requests for unhealthy items, a phenomenon researchers call "pester power."
The data indicates that 58 percent of parents report their children or teenagers regularly ask them to buy foods high in fat, salt, and sugar while they are shopping. Of those parents, 72 percent admitted that they often end up purchasing the items requested. Additionally, 59 percent of respondents noted that in-store offers and price promotions contribute to these unplanned purchases, with 52 percent citing the presence of their children as a key factor in these decisions.
Researchers identified the most common requests as ice cream and lollies, cited by 45 percent of parents, followed by sweets and chocolates at 43 percent, and sweets and biscuits at 42 percent. Beyond verbal requests, one in three parents said their children physically select items and place them in the shopping cart. Furthermore, one in six parents noted that advertisements or in-store displays directly influence their children's requests.
Professor Emma Boyland, the study's lead author from the University of Liverpool, emphasized that this influence is a "very real" issue for families. While parents have the authority to refuse these requests, Boyland noted that the broader food environment makes it increasingly difficult to maintain healthy diets. The study also highlighted the emotional toll of these interactions, finding that nearly one-quarter of parents felt upset, guilty, or distressed by their children's persistent requests, particularly in households experiencing food insecurity.
