It shouldn’t come as a shock that most parents worry about whether they’re giving their kids the most nutritious foods to eat. 

But a growing number are also worried about whether they can afford to put food on their family tables. 

Beano Brain’s latest Food for Thought study of parents in the U.S. and U.K. reveals that 79% of parents are overwhelmed by grocery costs, 48% say healthy food choices are too expensive and 46% are switching to cheaper brands of the products they typically purchase.  

Additionally, the study reports that a third of U.S. parents are working extra hours or taking second jobs to afford groceries for their family. And, a third of lower-income families are buying less food overall. 

This study offers further evidence that pricing is paramount for grocery retailers and brands. A persistently challenging economy and emerging global tariffs continue to pressure consumers to stretch their food dollars even tighter. 

But for many parents, it’s not just about price. 

“The cost-of-living crisis means brands have a crucial opportunity to genuinely support families, not just market to them, by offering transparency, quality and value when it’s needed most,” says Helenor Gilmour, Beano Brain’s director of strategy. 

To be sure, there’s an opportunity for retailers and brands to collaborate on better solutions for parents and children – 75% of parents think brands could do more to help them make healthy choices, the study further reveals, and many report being confused by package messaging when they’re trying to determine the nutritional value of food products. 

What steps can brands and retailers take to show families they understand these challenges? 

While makers of branded products can explore new ways to bring consistency and clarity to on-package messaging, they can also partner with retailers on better ways to merchandise healthy products. For example, solution centers can present curated options tailored to parents’ specific needs, such as mealtimes, lunchboxes and after-school snacks. 

And though rising costs are continuing to challenge retailers and suppliers as well as consumers, they can collaborate on merchandising and messaging strategies that stress value. In-store displays and signage should be supported by personalized engagement via targeted messaging and social media. Relevance and transparency are keys to shopper loyalty. 

Retailers and brands can also benefit by leveraging high-quality, customized, real-time market intelligence that allows them to address consumers’ needs quickly, effectively and profitably. 

Start by exploring the ways RDSolutions can help you grow your business, defend and build market share, and cultivate loyalty among consumers.