Previously, children's role was just to ask for a candy at the market or a favorite cereal brand; today, they play a central role in the family's purchasing decisions. According to an unprecedented survey by Hibou, a specialized institute in monitoring and consumer insights,86% of Brazilians who have direct contact with children up to 14 years old say that their choices are influenced by them.The impact is broad, covering everything from supermarkets and walks to high-value decisions, such aspurchase of electronics, travel, and cars.
The survey interviewed more than 1,400 Brazilians in May 2025 and reveals a new order of domestic consumption, driven by children's digital presence, their interactions with influencers, and the growth of their autonomy with a cellphone in hand. Only 14% of respondents say that children do not interfere in any of their purchasing decisions.
Supermarket, shopping, delivery and… bank?
Children dominate the spaces of everyday life.73% influence supermarket purchases, 65% in shopping malls, 51% in snack bars, 39% in delivery orders, 30% of trips to the cinema or theater, and28% in the choice of traditional restaurantsBut the radius of influence goes beyond:16% also influence decisions in pharmacies, 16% in street stores, 18% in newsstands, and17% in convenience stores.
From the cookie to the car
The list of categories in which children have the most influence is extensive and reveals how consumer logic has changed.68% of adults say that children influence the purchase of cookies, biscuits, and bread., 61% in yogurts and cheeses, and60% in candies and snacks.
Some influences are somewhat expected:Footwear accounts for 63%, followed byclothing and accessories (59%), walks and events (55%), school supplies (47%), educational toys (44%), andchildren's books (40%).
They draw attention to the impact of children's influence in areas that were previously restricted to adult decision-making:tourism (41%), streaming (33%), cell phones and technology (32%), automobiles (32%), mobility such as bicycles and scooters (24%), health insurance plans and hospitals (7%)and evenbanking products (3%).
Child marketing lives on YouTube
The persuasive power of children is mainly based on three pillars:known characters (55%), advertisements they watch (51%)anddigital 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: who browses, who consumes
Children's digital presence is established.68% of respondents say that the children they live with already have their own smartphoneThey mainly use the device forthey will watch videos (62%), play with friends (53%), exchange messages with the parents (48%)).
One-click shopping: consumption at your fingertips
16% of children already shop alone using their cell phoneswhether ordering iFood, buying games or digital items. E16% have unrestricted access to the internet.The average monthly spending of children who shop via mobile phone isR$140.00.
The most accessed platforms by them are:YouTube (77%), Netflix (65%), TikTok (48%), Disney + (54%), Instagram (45%), TV at the end (45%), among others.
Beyond consumption: influence on serious topics
Children's reach inside the house goes beyond brands and products. They also bring relevant topics to the family environment:bullying (65%), waste recycling (61%), respect for differences (58%), animal protection (51%), racism (43%), financial education (28%), inclusion (33%), harassment (19%)andgender identity (13%).
Digital education: deficit at the base
Despite the growing involvement with consumption and technology,Only 35% of respondents believe that the children they live with are prepared to deal with topics such as credit cards, Pix, interest rates, or debt.When it comes to advertising, the situation is even more delicate: only24% say that children know how to recognize deceptive advertising.
Curiously, adults themselves admit to flaws in this regard:34% say they can also be deceived by advertisements.The generation that educates is still learning.
What we see is that children are increasingly involved in consumption decisions, but not necessarily prepared for it. They have digital autonomy, influence over parents, and an active voice in purchases, but often do not understand the mechanisms behind what they consume. The same applies to adults. There is an imbalance between the purchasing power given to children and the education we provide to prepare them, evaluatesLigia Mello, CSO of Hibou.
