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Though Amazon Is No. 1 Among Moms, Food Brands Dominate Favorites Ranking


Last updated on June 14th, 2024 at 09:47 am

Food brands make up half the list of the top 25 most loved brands among moms of children age 6-12. Brands making the list include Reese’s, Oreo, Hershey’s, M&M’S, Kit Kat, Snickers, Honey Nut Cheerios, Lay’s, Doritos, Goldfish, Tropicana, Cuties and Pringles. Nevertheless, Amazon takes the No. 1 spot, topping the list of 283 family-friendly brands assessed in an annual brand tracking study conducted by Smarty Pants, a leading market research firm.

Rising from the No. 10 position in 2014 and gaining in Momfinity year over year, Amazon surpasses giants like Disney, Oreo and Nike to clinch the 2015 title. The gap between Amazon and key retail competitors Target and Walmart is widening, with Target and Walmart falling further behind the new leader by 34 and 87 Momfinity points, respectively.

Moms are drawn to the convenience and low prices of Amazon, as well as the fact that they can get “almost everything” with just a few clicks. As a mom of a 9-year-old girl summarizes, “I love all the choices of products, Amazon Prime with its two-day free shipping and making wish lists so I can grab stuff when prices drop. I love shopping in my pajamas without dragging my kids to stores.”

With innovative, on-demand services, including Amazon Prime Now and Amazon Dash, the retail giant is making parents’ lives easier, which is winning their loyalty.

Dr. Michelle Poris, head of quantitative research at Smarty Pants, explains, “Amazon is meeting the needs of contemporary moms. The brand is removing the two main drawbacks of online shopping—shipping costs and wait times—and expanding services like Amazon Instant Video that extend the brand to mean so much more than shopping.”

The 2015 top 25 brands among moms of 6- to 12-year olds are:

Rank                                           Brand Momfinity Score

1       Amazon                               872

2       Reese’s                                867

3       Oreo                                     866

4       Disney                                 865

5       Netflix                                  865

6       Hershey’s                            862

7       Crayola                                862

8       Google                                 859

9       M&M’S                                852

10      LEGO                                  848

11      Scholastic                            840

12      Kit Kat                                 838

13      Target                                  838

14      Nike                                     836

15      Snickers                              833

16      Disney Channel                 828

17      Honey Nut Cheerios         826

18      Lay’s                                     825

19      Doritos                                825

20      Goldfish                              822

21      Minions                               821

22      Tropicana                           820

23      Cuties                                  818

24      YouTube                             817

25      Pringles                               817

About the author

Shelby Team

The Shelby Report delivers complete grocery news and supermarket insights nationwide through the distribution of five monthly regional print and digital editions. Serving the retail food trade since 1967, The Shelby Report is “Region Wise. Nationwide.”

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