The foods we buy for back to school: healthy vs. preferred
Although most families prioritize health in the food they buy for back to school, a good number negotiate or give in to their children, including their favorite products.
This is one of the main conclusions of the latest monthly Barometer from Gelt, a market research platform using real purchase receipts, which has analyzed back-to-school shopping habits among households with children aged 3 to 18.
Among the barometer's conclusions, the following stand out:
- 51% of households with school-age children say that their main criterion when choosing food is that it is healthy or nutritious, compared to 18% who prioritize practicality, 17% who focus mainly on whether their children like it, and only 11% who consider price as the primary decision factor.
- Products associated with healthy eating occupy the top spots. 58% buy fruit and healthy snacks specifically with back-to-school in mind, and another 58% purchase dairy products and yogurts, followed by packed lunches at 46%, breakfast cereals and biscuits at 44%, juices and drinks at 42%, and recess snacks at 32%.
- Regarding the budget, 29% of households place it between 20 and 50 euros, 21% between 50 and 100 euros, 17% say they spend more than 100 euros, while 11% keep their spending below 20 euros.
- Regarding the buyer profile, 70% of those responsible for managing back-to-school purchases are women, and nearly 75% live with a partner and children at home. Furthermore, almost 60% of participating households report a net monthly income of between €1,000 and €3,000.
Negotiating with the children
Although the data shows a clear preference for healthy products, the final decision does not always depend solely on the parents.
When their children's favorite food isn't the healthiest option, 49% look for an alternative that meets both conditions: it's healthier and they like it too. 21% negotiate with their children and alternate consumption, while 16% end up buying the product they prefer because their children's enjoyment is paramount, and another 14% acknowledge that the decision depends on the product or the moment.
Thus, 37% end up negotiating or directly giving in to their children's preferences, even though health appears by far as the main declared criterion for purchase.
Gelt's monthly barometer analyzes back-to-school food shopping habits in households with children aged 3 to 18. Although 51% of families prioritize healthy or nutritious foods, many end up giving in to their children's preferences. Among the most purchased healthy products are fruits, healthy snacks, dairy products, and yogurts. Regarding budget, 29% of households spend between €20 and €50 on this shopping. Finally, the majority of shoppers are women (70%) living with a partner.
