The millennial parent: a key demographic for makers of children's products
What about the kids? Manufacturers recognise sway over parents' purchase behaviours
Millennials, even those in lower-income households, are willing to pay more for products that align with their values, such as transparency, authenticity and natural ingredients. Pricing remains important for manufacturers to consider, but brand positioning and marketing also play important roles when targeting this demographic.
Marketing messages and product development that target multicultural families may also be better received across consumer demographics, as Hispanics, African Americans and Asian Americans are more likely to have kids at home. This could include communicating in Spanish for advertising, but manufacturers can also focus on the unique family values of the targeted multicultural group.
Obesity is also quickly increasing among children. This has encouraged manufacturers to embrace 'stealth health' by hiding fruits and vegetables in kid-friendly foods and beverages to help parents provide a healthier diet.
About 26% of parents learn about new products per their child's request, which suggests that manufacturers can appeal to youngsters as much as the parents with marketing and product development, according to a new report from Packaged Facts.
The report identifies three megatrends that are influencing the child-centric food and beverage market: the generational influence of the millennial parent, growth of the multicultural child population, and focus on kids' nutrition through the 'stealth health and real food movements.'
But it's also about brands and product segments becoming a part of the life-long dietary habits. Creating products that engage children while also appealing to their wallet-wielding parents means manufacturers keep young consumers involved with a brand throughout childhood and foster their brand loyalty.
