Prospectiv Survey Reveals Parental Opinions and Preferences about Food Marketing to Children

--Seventy-seven percent of parents prefer marketing of children's food products directed at them, rather than their children, according to a recent Consumer Preference Index (CPI) poll by Prospectiv, owner of Healthier.com, Eversave.com and TheKnowledgeStop.com. Not surprisingly, 93 percent of parents surveyed said marketing directed to kids influences their children's food preferences, requests and diets. For this reason, 30 percent of parents said they object to any food marketing tactics directed at their children. Prospectiv (www.prospectiv.com) provides industry-leading customer acquisition, email marketing and data analytics solutions to leading consumer brand marketers.

How then do parents want to hear about food products for their children? An overwhelming majority, 82 percent, said they'd like to use online resources including health-focused websites, email offers and newsletters tailored to their interests to find nutrition, health and fitness information for their children.

Email was the most desired source for receiving food and nutrition information, as 22 percent of those surveyed said they would prefer to receive more of this type of messaging in the future. Seventy-nine percent of parents said in addition to relevant information, they would also welcome online coupons specific to food and nutrition interests regarding their children.

This survey data comes during a time of much discussion around best practices for the marketing of food and health products.

"Targeting parents, the decision-makers for purchasing children's food products, allows marketers to get the right message to the right person," said Jere Doyle, president and chief executive officer, Prospectiv. "Building a list of consumers who have demonstrated interest in your health and food products and have agreed to receive relevant information and offers, fosters best practices and is ideally suited for brand marketers seeking to build more direct relationships with consumers. This approach allows marketers to not only promote their products and services, but to also build on and preserve their brand integrity."

Prospectiv conducted the food marketing survey online, gathering responses from over 400 parents across the United States. The survey was conducted from February 1 through February 6.



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