Marketing to Millennial moms and their kids

Mar 03, 2014 | Articles

Years ago, children had very little influence over the clothes they wore and the food they ate. Their fashion statements were based on whatever mom picked out and they ate whatever mom prepared.

But children today – particularly those under the age of nine – are becoming a rather influential demographic. Believe it or not, those first nine years are the time when long-term dietary habits are established and brand loyalty begins. Marketers are taking advantage of this demographic and the huge impact it has on the $639 billion US food and beverage market.

David Sprinkle, Packaged Facts research directors says, “Today’s kids are more marketing savvy and nutritionally conscious than any previous generation. They have input on the foods and beverages that their parents buy for them. And as any good marketer knows, the way to develop long-term customers is to hook them early in life.”

However, even though kids today are more active in their own choices, marketers still need to capture mom’s attention first.

Because they want to spend more time with their families instead of spending hours running errands, or preparing nightly meals, Millennial moms rely heavily on technology, especially social media, for just about everything from simple purchases to banking; in fact, they are much of the reason for the rapid explosion of sites like Pinterest and Instagram.

Therefore, if marketers want to succeed with this demographic, they need to have a presence in moms’ online world. Once mom is hooked, she will most likely pass that influence down to her kids and that is where the next generation of brand loyalty lies. 

News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.

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