Market Overview

Smarty Pants® Study Finds Amazon Is #1 Brand Among U.S. Parents

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Smarty Pants® Study Finds Amazon Is #1 Brand Among U.S. Parents

PR Newswire

NEW YORK, Aug. 7, 2018 /PRNewswire/ -- For the second year in a row, Amazon takes the title of Parents' Most Loved Brand, according to the 2018 BRAND LOVE™ study of more than 8,900 children and their parents.  At 909, the e-commerce juggernaut nudges out Crayola by less than one point on Smarty Pants research firm's proprietary Parentfinity™ metric.

"From back-to-school shopping, to Prime Video, to the Echo Dot Kids Edition, Amazon is changing families' lives and revolutionizing what it means to be a parent today," says Smarty Pants President Wynne Tyree.

Netflix holds the number three position, followed closely by Google. Both digital giants rise 10 points since 2017, securing their grips as families' go-to content providers. In the 23rd position, YouTube is also among parents' digital favorites. (The brand is #2 among kids ages 6-12.)

Five iconic snack/confection brands and Halos branded mandarins round out parents' top 10 brands. "This is the first year a fresh produce brand has broken into parents' top 10. Moms and dads are looking for whole, natural foods for their homes and their children, and Halos delivers," Tyree adds.  Cuties branded mandarins also makes Parents' 25 Most Loved list at #19.

Other food brands winning with parents include cookie favorites Chips Ahoy! and Oreo; candy bars Twix and Snickers, and salty snack delighters Pringles, Lay's and Goldfish crackers.

Target is the only traditional retailer on Parents' 25 Most Loved list, and Nike is the only apparel and footwear brand. Toy and game classics LEGO and Uno rank 13th and 20th, respectively. Parents also show love for school-centric Scholastic and Sharpie in 2018. 

PARENTS' 25 MOST LOVED BRANDS, 2018

Rank

Brand

Parentfinity

1

Amazon

909

2

Crayola

909

3

Netflix

908

4

Google

902

5

Hershey's

897

6

M&M'S

888

7

Doritos

881

8

Reese's

875

9

Halos

870

10

Kit Kat

868

11

Target

864

12

Chips Ahoy!

863

13

LEGO

863

14

Oreo

862

15

Nike

861

16

Scholastic

860

17

TWIX

857

18

Pringles

857

19

Cuties

855

20

UNO

854

21

SNICKERS

853

22

Sharpie

852

23

YouTube

851

24

Lay's

849

25

Goldfish

848

 

*Methodology
BRAND LOVE™ is an annual brand equity study conducted online among a representative sample of U.S. households with children ages 6-12. In 2018, 8,904 children and their parents evaluated 379 consumer brands across 19 categories as part of a two-month study. Parentfinity™ is a composite measure on a scale of 0-1000 that factors in brand awareness and love.

About Smarty Pants
Smarty Pants, LLC is a market research consultancy with offices in New York, San Diego, Boston, Denver, and Johnson City, Tenn. The firm conducts youth and family research and guides marketers on brand positioning, new products development, consumer lifestyles and trends.  

Contact:              
Alyssa Wright 
423.773.7576
awright@asksmartypants.com

www.asksmartypants.com

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SOURCE Smarty Pants, LLC

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