[INSIGHTS REPORT] Parents Cite Recommendations as Key to Buying New Drinks Products

We ran a two week insights project asking parents about drinks. We asked them to answer questions, actively share their opinions and give detailed commentary around buying drinks for themselves and their children. Read on to find out more Insights into Parents and Buying Drinks and to download our free highlights report.

Would you like business-transforming insights for your brand? Use our tailored panels of engaged parents and our dedicated private platform to gather critical insights to help your decision making and activate customers. Contact us now to find how we can help.

This month’s Insights Report gives feedback from parents and insights into their views on buying drinks.

Key Insights from Parents on Buying Drinks

To gather these insights we ran an online survey on Mykidstime.com August 2021 with 625 responses from parents and an in-depth insights panel carried out on our ParentsandBrands private platform, also in August 2021 with 58 panel participants.

Key Insights

Here are some of key insights to come out of the report:

1. 36% of parents said that drinks contain no sugar is the most important factors for them when buying drinks for their kids.
2. 67% of parents buy drinks for the home in large supermarkets.
3. When buying alcohol, parents listed familiarity with the brand, special offers and taste as the top three most influential factors on their purchase decisions.

A Selection of the Feedback from Parents on Buying Drinks

“I always look for sugar free soft drinks like Diet Coke and sugar free cordials/squash. I also buy almond milk as it’s lower in calories than regular, and I love the taste.“

“For alcohol, like they have in bookstores, the top 10 most popular wines would be helpful. I’m not a huge alcohol drinker so if I was picking up a bottle for a gift it would be good! For kids to maybe have healthier options/no sugar drinks more visible than higher sugar ones.“

“I’d love to see discounts, free extras, trial sizes – sometimes you don’t want to commit to a large bottle of drink (alcohol or soft) if you haven’t tasted it before.”

Key Recommendations for Drinks Sellers

• Parents are brand loyal. To encourage them to try new products then ‘if you like x you may also like y’ could help.
• Only 3% of parents say they shop online for drinks. If you have an online store, how are you reaching out to this consumer group?
• Parents want added health benefits for kids‘ drinks. Ensure these are clear on the products you stock.

Download Our Free Highlights Report

For a snapshot of insights from parents with highlights of what they were telling us and recommendations, download our free highlights report on Buying Drinks.

Would you like business-transforming insights from parents for your business? Use our tailored panels of engaged parents and our dedicated private platform to gather critical insights to help influence consumers to deliver long term profitability. Contact us now to find how we can help.