If previously children’s role was just asking for candy at the store or a favorite cereal brand, today they play a central role in family purchasing decisions. According to a unique survey by Hibou, an institute specializing in consumption monitoring and insights, 86% of Brazilians who directly interact with children up to 14 years old say their choices are influenced by them. The impact is broad, ranging from supermarkets and outings to high-value decisions like purchasing electronics, trips, and cars.
The survey interviewed over 1,400 Brazilians in May 2025 and reveals a new domestic consumption order, driven by children’s digital presence, their interactions with influencers, and their growing autonomy with smartphones. Only 14% of respondents say children do not influence any of their purchasing decisions.
Supermarkets, malls, delivery, and… banks?
Children dominate everyday spaces. 73% influence supermarket purchases, 65% in malls, 51% in snack bars, 39% in delivery orders, 30% in trips to the cinema or theater, and 28% in choosing traditional restaurants. But their influence extends further: 16% also influence decisions in pharmacies, 16% in street stores, 18% in newsstands, and 17% in convenience stores.
From cookies to cars
The list of categories where children have the most influence is extensive and shows how consumption logic has changed. 68% of adults say children influence their purchases of cookies, crackers, and bread, 61% in yogurts and cheeses, and 60% in candies and snacks.
Some influences are somewhat expected: Footwear appears with 63%, followed by clothing and accessories (59%), outings and events (55%), school supplies (47%), educational toys (44%), and children’s books (40%).
Notable is the impact of children’s influence in areas previously restricted to adult decisions: tourism (41%), streaming (33%), cell phones and technology (32%), automobiles (32%), mobility like bicycles and scooters (24%), health like plans and hospitals (7%) and even banking products (3%).
Child-targeted marketing lives on YouTube
Children’s persuasive power rests mainly on three pillars: known characters (55%), ads they watch (51%) and digital influencers (44%) mainly YouTubers. The emotional appeal of brands, the use of colors, flavors, and mascots are also cited as factors that generate desire (31%).
Children with cell phones: those who browse, consume
Children’s digital presence is well established. 68% of respondents say the children they interact with already have their own smartphones. They mainly use the device to watch videos (62%), play games with friends (53%), exchange messages with parents (48%).
One-click purchases: consumption at their fingertips
16% of children already make purchases alone using their cell phones, whether ordering iFood, buying games, or digital items. And 16% have unrestricted internet access. The average monthly spending of children who shop via cell phone is R$140.00.
The platforms most accessed by them are: YouTube (77%), Netflix (65%), TikTok (48%), Disney + (54%), Instagram (45%), Cable TV (45%), among others.
Beyond consumption: influence on serious topics
Children’s reach within the household goes beyond brands and products. They also bring relevant topics to the family environment: bullying (65%), recycling (61%), respect for differences (58%), animal protection (51%), racism (43%), financial education (28%), inclusion (33%), harassment (19%) and gender identity (13%).
Digital education: a gap at the foundation
Despite growing involvement with consumption and technology, only 35% of respondents believe the children they interact with are prepared to handle topics like credit cards, Pix, interest, or debt. When it comes to advertising, the scenario is even more delicate: only 24% say children can recognize misleading ads.
Interestingly, adults themselves admit shortcomings in this regard: 34% say they can also be deceived by ads. The generation that educates is still learning.
“What we see is that children are increasingly involved in consumption decisions but are not necessarily prepared for it. They have digital autonomy, influence over parents, and an active voice in purchases, but often don’t understand the mechanisms behind what they consume. The same goes for adults. There is an imbalance between the purchasing power given to children and the education we provide to prepare them,” says Ligia Mello, CSO of Hibou.
