According to a presentation by Chicago-based Mintel at this year’s Institute of Food Technologists (IFT) Annual Meeting & Food Expo, 89 percent of U.S. parents say they are likely to purchase breakfast foods that their children ask for, and about 40 percent say they will buy a treat for their kids if they ask for it.
Although parents are willing to acquiesce to their children’s requests, they also note the importance of promoting a healthy lifestyle. In the market research firm’s “Healthy Nutrition for Kids” presentation, promoting healthy eating was the top item parents agreed with in a U.S. survey titled “The Importance of Promoting Health for Children.” The next item was developing children’s abilities to make healthy eating choices followed by keeping children active.