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Parents Want Food Marketing Directed To Them, Not Children, Via Online Resources

A recent Consumer Preferences Index poll by Prospectiv, owner of Healthier.com, Eversave.com and TheKnowledgeShop.com, reported that 77 percent of parents want marketing of children’s food products directed at them, not their children, and 82 percent said they would like to use web-based resources to find children’s food information.

Of the parents polled, 93 percent admitted that marketing direct towards children affects their kids’ food choices, and 30 percent objected to any food marketing tactics directed at their children.

Seventy-nine percent of parents would welcome online food and nutrition coupons in addition to relevant information found on the web.  Email was the most favorable source by which parents wanted to receive food and nutrition information. 

President and chief executive officer Jere Doyle said “targeting parents, the decision-makers for purchasing children’s food products, allows marketers to get the right message to the right person.” 

Prospectiv conducted the food marketing survey online the first week in February, questioning 400 parents across the U.S.