00:00New research suggests children are having a significant influence over what ends up in the weekly food shop,
00:07with many parents say they regularly give in to so-called pester power when buying food and drink.
00:13The findings presented at the European Congress on Obesity looked at responses from more than 1,000 parents.
00:19The survey found 58% of parents said their children or teenagers frequently asked them to buy foods high in
00:27fat, salt and sugar while shopping.
00:29In response, 72% say they often end up purchasing the item requested, 59% said price promotions and in
00:37-store offers led to unplanned buys,
00:39while 52% said shopping with children was a key factor in those decisions.
00:43Researchers identified the most commonly requested products, with ice creams and lollies cited by 45% of parents,
00:51sweets and chocolates by 43% and sweets and biscuits by 42%.
00:56One in three parents said children physically picked items up and placed them in the trolley,
01:00while around one in six said children were influenced by adverts or in-store displays.
01:05The study's lead author, Professor Emma Boyland from the University of Liverpool,
01:09said children's influence on purchasing is very real, adding that while parents can refuse,
01:14the wider food environment makes it harder to maintain healthy diets.
01:18The research also found that almost a quarter of parents said requests from children
01:23left them feeling upset, guilty or distressed, particularly in households experiencing food insecurity.
