By Thom Blischok, global president, Innovation and Strategy, SymphonyIRI
Contrary to what many people believe, in a recent report SymphonyIRI found plenty of areas where the parents of healthy weight children and those of overweight/obese children share similar views. One of the similarities was in the area of child participation in shopping activities with parents. The study not only found that almost all families involve their children in purchase making decisions, but that among the five shopping-related activities queried, behavior of families with overweight/obese children very closely resembled those with no overweight/obese children.
The below slideshow takes you through the five shopping-related activities:
SymphonyIRI and FMI completed this research in April 2010. The study includes completed online surveys from 1,000 shoppers collected from an independent panel, reflecting a cross section of U.S. consumers. For more information, download the “Childhood Obesity: Crisis in America” Executive Perspective.