iReach Insights conducted a survey of 1,000 adult consumers regarding Irish family purchase decisions. Children are finishing school for the Summer holidays hence they will be spending more time grocery shopping with their parents. The study revealed that children have the strongest influence over purchase decisions made in the food category rather than any other category. (See below)
Children also play an important role in purchase decisions for Sporting Equipment and Clothing (59%), General Grocery Shopping (59%), Computer, Tablet and Phone (50%) in Irish households. Finance/Insurance and service purchase decisions attract least input from their children: 14% General and Health Insurances, 13% General Banking, 12% Life Insurance and 11% Utilities.