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“Mothers make most of the wellness decisions for the entire family and tend to lead the wellness charge, although children do in fact affect the way they shop and what they buy particularly with regards to foods and multivitamins,” the Hartman Group’s Julie Tempest writes in this week’s edition of HartBeat.

The second in a series of articles, “Opportunities In Children’s Wellness Marketing” notes that there is a dichotomy in what parents think and how they act. “There are multiple reasons why consumers decide to purchase and adopt supplements, organics and natural products into their child's wellness regime,” Tempest writes. “These same reasons also pose as barriers to purchase in many instances for those that do not buy children's wellness products.”

Understanding how and why parents and children think and behave is critical for supermarkets, and can be the difference between a successful and unsuccessful wellness marketing effort.
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