Most Popular Brands among US-Millennial Parents

Goals

To compile a list of 20 brands that are most popular among US millennial-parents, focussing particularly on the brands they resonate strongly with. The list has to be ranked based on a consistent metric such as their revenue or app downloads that helps to quantify how strongly these parents like them.

Early Findings

  • Using data collected from over 73,000 interviews with 13-39-year-olds and tracking over 550 brands, YPulse’s youth brand tracker compiled a list of 20 brands which they termed as ‘Millennial Parents’ Favorite Brands’.
  • Reese’s was ranked as the most favorite brand followed by Google, Netflix YouTube, Hershey’s, Doritos, Facebook, Snickers, Amazon, Oreo, M&M’s, Colgate, Cheetos, Kitkat, Heinz Ketchup, Walmart, Coca-Cola, Nike, Lay’s and Kraft Mac and Cheese.
  • The brand tracker measured young consumers’ relationships with the brand based on a weighted 6-point scale that ranged from “Never heard of this brand” to “This brand is one of my favorites.”
  • The top brands were the ones that were rated as “one of my favorites,” among those who were aware of the brand.
  • As published by bizjournals.com in November 2019, millennial parents have $1.3 trillion in spending power and some of their favorite brands include Target, Amazon, Nike, Facebook and YouTube.
  • In terms of factors driving the selection of a brand, it was found from a survey that 15% of millennial parents purchased a subscription box of kids' clothing or toys as it appealed to young people’s penchants for sustainability and convenience.
  • Capitalizing on this trend of ‘subscription box craze’, Gap witnessed significant success with their BabyGap and Old Navy kids’ boxes.
  • Nike Adventure Club, a subscription service initiated by Nike to send a new pair of kicks every 90 days, keeping up with kids’ ever-changing size, witnessed success as well.
  • In 2019 Smarty Pants® revealed their annual study of brands that kids and parents loved the most.
  • 270 consumer brands across 20 categories were ranked on 'kidfinity score', a proprietary measure of kids and tween brand awareness, popularity and love.
  • 20 of the top brands in this list were as follows: YouTube, Oreo, M&M’s, Hershey’s, Doritos, Chips Ahoy, Netflix, Cheetos, Lay’s, Goldfish Crackers, Reese’s, iPad, Lunchables, Little Debbie, Starburst, Crayola Skittles, Pop-Tarts, Pringles and Kit Kat.

Proposed next steps:

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Our initial research suggests that although there are lists compiling millennial parents’ favorite brands or brands that kids and parents loved the most in 2019, the rankings are done based on the ranking agency’s proprietary metrics. Moreover, lists such as millennial parents’ favorite brands do not only compile brands that focus on kids and parents both. Therefore, we would recommend continued research to find out the top 20 brands focused on kids and parents that most of the millennial parents resonate with or strongly prefer. These brands should be ranked based on a more universal metric such as revenue, app downloads or units sold. Each of the brands ranked should be supplemented with information explaining why millennial parents resonate with it as a brand focused on kids and parents.
Since the information would be used to find new advertisers who want to directly reach a platform focused on parents and their kids, we would recommend in-depth research to prepare a report containing 5-7 key insights on brands focused on kids and parents that advertised itself successfully to millennial parents. Insights should include information on how the advertisement was implemented in terms of its messaging and channels and details on how the success was measured (e.g. spike in sales, significant increase in the number of consumers reached etc.)