17 Nov The Products That Pass The Pint-Size Test
LET’S hear it for the kids. It’s the BBC’s Children in Need this week, and Christmas, the ultimate child-fest, is just around the corner.
They may get a bad rap, but kids rock. With the weight of the world’s influencers heavy on their young shoulders, they continue to be cool customers. Literally.
When it comes to shopping – and the grocery shop in particular – the sway exerted by younger members of the family is huge and brands are increasingly recognising that their products need to pass the test of under 18s to secure a place in the family shopping trolley.
Nine in 10 parents say children influence family purchasing decisions – and the remaining one in 10 must run a tighter ship than Admiral Nelson!
We’ve seen it here at Product of the Year. We know our products need to pass muster with the younger member of the household. That influence is reflected in the line-up of our winners. Just look at those who scooped our coveted awards earlier this year: Nando’s Sweet Chilli Jam, Costa Hot Chocolate and Wagamama Katsu Curry Kit are all among youngster’s favourites.
Democratic decision-making over the snacks in the cupboard or products in the bathroom is here to stay, and it’s down to a raft of factors.
For decades, children’s pester power has been fuelled by TV advertising, but the influence exerted these days is off the scale. It starts young. In a survey earlier this year, almost six in 10 parents of pre-schoolers say toddlers aged one to three influence the things they buy.
Once older children have a smart phone in their hands, they are pulled in the direction of brands and products which can prove hard to resist, with social media sites like TikTok and Instagram spreading brand awareness in ever more creative ways.
That’s not to say all this is bad. This is not a gullible young audience. In fact, young consumers are savvier than any generation before.
Youngsters today want products that pack a healthier punch and are more eco-aware. They urge their parents to buy things that serve a purpose above simply putting food on their plate. They are quick to reject anything that falls short of their exacting standards, or highly-tuned tastebuds.
With so much choice and so many must-haves, winning brand loyalty from today’s teenagers and younger is a continuing challenge.
When it comes to highlighting innovation at Product of the Year, the power of young people is something we never forget. It’s why this year, for the first time, our initial jury judging has been done at home, with all the family involved.
It proved to us – as if proof were needed – that children love nothing more than being asked their opinion. It makes them feel important and valued and, from our experience, they certainly have plenty to say on the subject!
So, which products will pass the pint-size test ahead for Product of the Year 2023? Voting on the final selection is currently underway in more than 10,000 homes across the country, so watch this space. The winners will be announced at our awards ceremony in January.