British parents are bracing for over 1 billion snack requests from their children during the six-week summer holidays, according to new research from healthy snack brand Imaginakery. The study reveals that children ask for an average of nearly four snacks per day, amounting to 168 pleas across the break. Almost one in 50 (2%) parents report their child demands more than 14 snacks daily—equivalent to a request nearly every waking hour.
Early Morning Demands and Parental Responses
Parents barely have time for their morning coffee before being pestered for treats, as one in five (20%) receive the first snack request before 8 a.m. One in ten (10%) parents never turn down snack requests, while nearly three-quarters (72%) are unlikely to reject more than five requests in a single day. The pressure of the summer holidays often leads parents to give in to demands.
Top Snacks and Health Concerns
The most commonly consumed snacks are biscuits (69%), chocolate (59%), and crisps (57%). Fresh fruit (57%) and yoghurts (55%) also feature in the top five, but unhealthy options dominate. Nearly eight in ten (79%) parents have served a sweet treat for breakfast, and 21% use snacks as a negotiating tool to manage hectic days. Despite these habits, 81% of parents want to see more lower-sugar snacks on supermarket shelves, and 63% say they would switch to healthier options if available.
Mark Simester, Founder and CEO of Imaginakery, said: "For many families, snacks have become part of the daily routine, especially during the school holidays when children are at home all day. Parents want healthier choices, but too often they're left compromising between convenience and nutrition."
Expert Tips for Healthier Snacking
Imaginakery nutritionist Dr. Emma Derbyshire offers advice for parents: make snacktime interactive by involving children in preparing fruits and vegetables; keep healthy snacks at eye level and store unhealthy treats out of sight; avoid labeling foods as 'good' or 'bad' to foster a healthy relationship with food; set a good example by eating healthy snacks yourself; and prepare convenient healthy options in advance.
The research is part of Imaginakery's "The Great British Snacking Crisis" report, released alongside its debut product, Jungle Squad, a healthier snack option with an educational card game. The top ten children's snacks are: biscuits (69%), chocolate (59%), crisps (57%), fresh fruit (57%), yoghurts (55%), sweets (48%), cake (39%), cheese (33%), toast (29%), and baked goods (28%).
