We’ve all been there. In the middle of the supermarket and you hear the dreaded words (probably for about the tenth time during the outing) ‘Mummmm I want’ ‘Dadddd can I have’.

What we wanted to know is whether children or grandchildren have a significant say in the grocery brands or products you buy. And once again the results surprised us. We knew from other research we’d done that some parents bend fairly easily to the demands of their children but we actually found that 53% of parents (and grandparents) said that children didn’t have a significant influence on what they purchased in the supermarket.

And the other 46% caved in a little more! But that doesn’t necessarily mean that the products our children influence are unhealthy. In our survey we found the items of grocery shopping that children have the biggest say on are 31% cereal, 21% fruit and 14% yogurts.