Ireland’s children aren’t just following their parents around the supermarket aisles - they’re steering the trolley. According to new research from SuperValu, a staggering 91% of parents say their children influence the weekly food shop and meal choices, with over a third (34%) describing that sway as significant.
The Parent Dilemma
As families gear up for the Back-to-School season, parents are balancing the tightrope between healthy eating and keeping kids happy, all while watching the budget. The findings highlight the challenges facing families as it reveals what’s happening in Irish kitchens and shopping trolleys across the country:
- Children’s preferences are the biggest barrier to healthier eating: 43% of parents say what their children will eat is the number one obstacle to serving up healthier meals, however meal planning ideas and time are also significant barriers.
- Overwhelmed by information: More than half (55%) of parents admit that the flood of nutrition advice from different sources can feel overwhelming. Traditional authorities (professionals and government sources) maintain the strongest credibility. The aspect of healthy eating that consumers find most confusing is knowing how much protein, fat or carbs are needed, followed by understanding sugar content and managing portion size.
- Healthy habits are hard to stick to: 46% struggle with motivation and one third (34%) find it challenging to improve eating routines at home.
- Guilt – 4 in 10 (42%) feel guilty about not cooking healthier meals. This rises to 52% for ages 25-34, and higher again to 56% ages 25-24, showing young to middle aged consumers over index for motivation and guilt relating to healthy eating and cooking consistency.
- Lack of knowledge – Boosting immunity and daily fibre are the areas with the lowest levels of reported knowledge.
- Exercise is another challenge: Only a third (33%) believe they’re easily meeting the recommended weekly physical activity for their families.
- Good news: Just 2 in 10 families admit they don’t enjoy healthy food, showing most have a genuine appetite for better choices - if only it were easier!
The findings paint a picture of households where there is a real desire to be healthier but where children’s tastes and preferences have a real impact on what ends up on the table or in lunchboxes. To support families in overcoming these challenges, SuperValu today launched its Fuelling the Family campaign, in partnership with leading Irish performance nutritionist Daniel Davey. The campaign will provide parents with simple recipes, budget-friendly meal plans and practical tips for healthier family eating as children return to school.
Speaking about the campaign, Daniel Davey, Performance Nutritionist, said: “As a parent and a nutritionist, I know how important it is to bring quality food into the home and make healthy eating realistic for families. What I really value about SuperValu is their long-standing support of local producers and their commitment to education, helping parents feel confident in the choices they make for their families."
“This campaign is about giving families the tools and confidence to make small, sustainable changes; from simple, tasty recipes to smart shopping that makes healthy eating realistic, enjoyable and affordable for everyone.”
Rita Kirwan, Marketing Director at SuperValu, added: “At SuperValu, we understand the pressures parents face, especially around Back-to-School time. We are committed to making life easier for parents, helping them to shop smarter, cook healthier and keep the whole family happy without breaking the bank. In our stores and across our channels we will help families find easy solutions that work for them as they work through busy weeks ahead.”
The Fuelling the Family initiative will roll out across SuperValu stores nationwide and online from today with exclusive content from Daniel Davey including:
- Family-focused recipes designed to be quick, healthy, and affordable
- Meal planning tips to help parents save time and money
- Shopping swaps that make healthier eating more accessible
For more information visit www.shop.SuperValu.ie
*Research carried out by Amárach on behalf of SuperValu in July/ August 2025
