Study Finds Children Influence Parents to Buy Unhealthy Snacks

Children are influencing household food purchases according to a study presented at the European Congress on Obesity in Istanbul. The research surveyed 1,050 parents across England and found that more than half, or 58 percent, said their children or teenagers frequently pester them to buy products high in fat, salt or sugar.

Nearly three-quarters, or 72 percent, of the parents reported often buying the requested items. Parents also cited other factors in unplanned purchases. The study found that 59 percent were swayed by price promotions and in-store offers while 52 percent attributed such buys to shopping with children.

Younger children aged four to 11 made more demands than those aged 12 to 18 or toddlers aged three and under. The most requested items were ice creams and lollies at 45 percent, followed by sweets and chocolates at 43 percent and sweets and biscuits at 42 percent.

Over half of parents said children verbally asked for the products, one in three said children physically placed items in the basket or trolley, and around one in six said children mentioned a product display or in-store advert. A quarter of parents overall said seeing branded child-friendly characters on packaging or watching food adverts on television or online before shopping drove these requests.

Older children appeared more susceptible to in-store or media advertisements. Almost a quarter, or 23 percent, of parents reported that these requests made them feel upset, guilty or distressed.

It noted that parents experiencing food insecurity were pestered more frequently and that this can be a real source of distress. The survey predominantly featured women, who made up 67 percent of respondents, with children aged between one and 18. Only 4 percent of parents said their child never requested products while food shopping.

The findings pointed to the need for changes to both online and in-store food shopping environments and marketing practices. These environments were said to influence what products parents buy and children eat. The research was presented on May 10, 2026, at the European Congress on Obesity.