Beano Brain research: many UK parents working extra hours or second jobs to afford groceries

Today's kids are global foodies experimenting with everything from mochi to mukbang, bao buns to bubble tea. At the same time, however, one in four UK parents are working extra hours or taking second jobs just to afford family groceries, according to new research from kids' insight agency Beano Brain.

This is based on an online survey of 2,000 parents of kids aged nought to 17 in the UK and US, along with Beano Brain’s Omnibus of 1,000 kids aged seven to 14 across both countries.

Its report reveals that 32% of kids actively seek to try new foods, with Gen Alpha developing sophisticated palates and distinct food preferences at an earlier age than any previous generation. Far from being picky, 27% who claim to be "selective eaters" simply know what they like – and what they don't.

Yet most parents (79%) are overwhelmed by grocery costs and 48% say healthy food choices are too expensive with many (46%) switching to cheaper brands. A third of lower-income families are buying less food overall.

The research shows that 86% of families consider eating together a special time, with food serving as a powerful bridge between generations and cultures. Crucially, 76% of parents feel it's important to pass on food traditions to their children, while 67% of families eat food that helps express their cultural heritage.

Parents want to make healthy choices but feel trapped by cost and confused by unclear packaging and information. 78% of those surveyed think brands could do more to help them make healthy choices and 29% of parents want the government to do more to promote healthy food choices.

Only 18% of parents feel their child learns enough about healthy eating in school, while worryingly 86% of kids are bombarded with junk food ads on social media and half of parents worry about the impact advertising has on their kids’ food choices.

Parents are determined to build healthier relationships with food than they experienced themselves. 52% wish their child had a better relationship with food, particularly Millennial parents raised during the height of diet culture.

The approach is about balance rather than restriction. Parents are using creative strategies like connecting healthy eating to sports performance, teaching children that food is fuel to become stronger or run faster, while avoiding demonising any foods.

 Helenor Gilmour, Director of Strategy, Beano Brain, says: “Kids are adventurous eaters.  They’re not scared of new foods; they’re excited by them. The idea of the picky eater just doesn’t hold up for Gen Alpha."

"Despite financial pressures, families are determined to use food as a way to share love, culture, and connection. Cultural food traditions keep families tied to their heritage - the language of food persists even when other traditions don't.”

“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. The best food moments are rarely about what’s on the plate - they're about feeling connected, celebrated, and cared for through everyday moments together.”

2025 RTIH INNOVATION AWARDS

Grocery retail will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.