Survey Shows Moms Want Nutrition, Kids Want Sweet

According to a recent consumer preferences study, nearly all of moms report that they are concerned about choosing snacks that their kids like (99%), are easy to eat (98%) and are nutritious (97%). However, 54% of children prefer tasty and sweet snacks.

Survey results also show that 70% of children throw away the snacks their moms put in their lunchbox, give them to a friend or bring them back home. The survey, conducted by the Kellogg Company, Battle Creek, MI, involved nearly 300 children ages 8 to 12, along with their mothers.

The survey also found that 63% of moms feel like they have to bargain with their children when it comes to choosing snacks for their lunchbox. "We recognize that a lot of bartering happens between parents and kids when deciding what to include in the lunchbox, and that can be a challenge," says Jane Ghosh, director of wholesome snacks marketing, Kellogg Company.

Although the survey was presented in the context of the Kelloggs brand Rice Krispiespointing to kids prevailing desire for tasty and sweet snacks, these results indicate a potential untapped market for snacks geared toward children that have appealing flavor while simultaneously delivering nutrition.