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