Over half of parents in England are pestered by their children to buy junk food while food shopping, survey suggests

Most Parents Don't Realise How Often They Give In to Junk Food Requests

Here's the thing: we tend to blame food companies, algorithms, and supermarket layouts for rising obesity rates in children. But a new study presented at the European Congress on Obesity (ECO 2025) points to a far more ordinary moment, the family shopping trip, as a surprisingly powerful driver of poor eating habits.

The research, based on a nationally representative survey of parents in England, found that more than half (58%) of parents are regularly pestered by their children to buy products high in fat, salt, or sugar (HFSS) during food shopping, whether in-store or online. And almost three-quarters of those parents, 72%, admitted they usually gave in and bought the item.

What the Research Actually Found

The study used a nationally representative sample of parents across England. So it's hard to dismiss this as some niche result. Researchers brought the data to ECO 2025 in Istanbul. That's one of Europe's big names in obesity science.

Key findings at a glance:

58% of parents reported being frequently pestered for HFSS products while shopping
72% of those parents said they often purchased the requested item
The pester power effect applied to both in-store and online grocery shopping
The pattern was seen across age groups, not just young children

To be fair, this kind of research isn't entirely new. But the scale of the compliance rate, nearly three in four parents giving in, is striking.

Why "Pester Power" Is a Real Public Health Problem

Pester power isn't just an annoying parenting challenge. Nope, it's a strategy that's been in play for decades. Food marketers know this trick inside out. They get kids hooked on ads, and those kids then bug the life out of whoever's got the credit card.

The World Health Organization says too much HFSS in childhood can lead to obesity, type 2 diabetes, heart issues, and even mental health problems. And these aren't exactly distant threats. They sneak up on you early.

So when 72% of parents regularly buy the junk food their child requests, that's not just a parenting moment. It's a public health pattern.

The Online Shopping Angle Nobody's Talking About Enough

Straight up, the inclusion of online shopping in this study is what makes it feel current. A lot of the conversation about HFSS marketing focuses on in-store placement, end-of-aisle displays, checkout sweets. But children now influence online grocery orders too.

Whether they're physically present during the order, calling out items, or browsing with a parent, the dynamic isn't limited to physical supermarkets anymore. That complicates any policy response that focuses solely on store layouts or checkout restrictions.

It also raises eyebrows about personalized ads on grocery apps and websites. Regulators are just starting to take a serious look at this.

Are Parents Just Exhausted? Probably, Yes

I'll be honest: it's too easy to frame this as parents making bad choices. The reality is more complicated. Shopping with children is stressful. Conflict avoidance is a real cognitive strategy, not a character flaw.

Research shows parental feeding behavior isn't just about knowing what's healthy. Stress, time crunches, and plain exhaustion make it easier to cave to food requests. Parents know junk food isn't great. But they're up against a commercial machine designed to catch them at their weakest.

That context matters when designing public health interventions. Telling parents to "just say no" isn't a policy. It's a platitude.

What This Means for Childhood Obesity Rates

England already has one of the highest childhood obesity rates in Western Europe. Around one in five children starting primary school is overweight or obese, and that figure rises to one in three by the time they finish primary school, according to NHS data.

The link between frequent HFSS consumption and childhood obesity risk is pretty well-known. So, seeing that millions of families are buying these products because their kids bug them is more than just a side note. It's a big deal in a problem that's not going away anytime soon.

And the problem compounds over time. Eating habits formed in childhood tend to persist into adulthood.

What Can Actually Help

This isn't something you can just snap your fingers and fix. But, there are some evidence-based ideas out there that might help.

At the policy level:

Restrictions on HFSS advertising before the watershed (already partially implemented in the UK)
Clearer front-of-pack labelling on products targeted at families
Stronger regulation of HFSS product placement in online grocery platforms

At the household level:

Shopping with a written list and sticking to it reduces impulse purchasing
Involving children in meal planning can shift their relationship with food choices
Avoiding shopping when children (or parents) are hungry makes a measurable difference

None of this is revolutionary. But small, consistent changes across millions of households do add up.

The Bigger Picture on Family Food Environments

This study reminds us that obesity isn't just about biology or personal choices. It's tangled up in commercial environments, family stuff, marketing, and what society thinks is normal. If you're only looking at calories or exercise, you're missing the bigger picture.

Parents are doing their best inside a food system that is, honestly, not designed with children's health as its first priority. Research like this helps make that visible.

Holding both things true, that parents have agency and that the environment makes healthy choices harder, is where good policy has to start.

Frequently Asked Questions

What is pester power and how does it relate to childhood obesity?

Pester power is when kids keep asking for stuff until parents cave. It's tied to childhood obesity because kids usually want HFSS products. And when parents give in regularly, these foods start showing up more in their diet.

How many parents in England give in to junk food requests while shopping?

Around 72% of parents who are pestered for HFSS items say they frequently buy the requested product. This stat comes from a big survey of English parents shared at the European Congress on Obesity in 2025.

Does online shopping change how pester power works?

Yes, kids can work their magic online too. The survey found they have sway during online shopping, just like in-store. They make direct requests or browse with parents. So, only fixing what's happening in physical stores? That won't cut it.

What can parents do to reduce junk food purchases driven by children's requests?

Shopping with a pre-written list, avoiding shopping when hungry, and involving children in structured meal planning are all practical strategies. None of them are perfect, but building consistent habits around grocery shopping does reduce impulse HFSS purchases over time.

Why is childhood obesity such a significant concern in England?

England has one of the highest childhood obesity rates in Western Europe, with approximately one in three children leaving primary school overweight or obese. Early obesity significantly raises lifetime risk of type