Marketing Food and Drinks to Kids

• Market drivers
• Industry dynamics
• Case studies
• NPD in kids' food and drinks
• Survey results and conclusions

Chapter 1 Introduction And Definitions

• Introduction
• What does it mean to market to children?
• Terms and abbreviations used in this report

Chapter 2 Market Drivers

• Summary
• Introduction
• Consumer drivers
  • Child population
  • Levels of pocket money among children
  • Breakdown of the family nucleus
  • Higher number of working women
  • Individualism and consumer sophistication
  
  
• Manufacturer drivers
  • Targeting children as part of new segment exploration
  • Manufacturer diversification strategies
  • Advertising by country
  • Advertising by category
  
  
• Retailer drivers
  • Retailer pressure upon manufacturers
  • Retailer activity in generating appeal for parents
  • Retailtainment as part of development of appeal to children
  
  
• Regulatory drivers

Chapter 3 Industry Dynamics

• Summary
• Introduction
• Segmentation of the children's market
• The bipartite purchasing decision
  • Dynamics of the bipartite purchasing decision
  • Pester power
  
  
• Definition of the marketing target
  • Delimitation of the role of the child and the adult
  • Brand analysis: Sunny Delight
  
  
• Sales by family group
  • Sales by country and by family group
  • Sales by category and by family group

Chapter 4 Case Studies

• Summary
• Introduction
• Quaker Oats Dinosaur Eggs oatmeal cereal
  • Product history
  • Positioning
  • SWOT Analysis
  
  
• Kraft Lunchables
  • Product history
  • Positioning
  • SWOT analysis
  
  
• Yoplait Frubes
  • Product history
  • Positioning
  • SWOT analysis
  
  
• Points going forward

Chapter 5 NPD In Kids' Food & Drinks

• Summary
• Introduction
• Positioning of product launches
  • Product launches aimed at children
  • Product launches aimed at teenagers
  
  
• Key themes of innovative products
• New product launch information

Chapter 6 Survey Results And Conclusions

• Summary
• Introduction
• Target audience for children's products
• Drivers of children's marketing
• Children's expenditure
• Drivers of NPD
• Tools for targeting children and creating fun
• Perceptions of fun by target group
  • Children
  • Adults
  
  
• Targeting consumption moments
• Conclusions
  • The increase in the purchasing influence of children
  • The transference of adult product features to children's products
  • The continued expansion of the market for children's products

Appendix

• Index
• List of sources

List of Figures

• Figure 2.1: The demographic significance of children by country, 1999
• Figure 2.2: Pocket money per child aged 4-14 by country (US$), 1999
• Figure 2.3: Pocket money use for regular and aspirational goods
• Figure 2.4: Working women in the population (%) by country, 1999
• Figure 2.5: The emergence of consumer sophistication among children
• Figure 2.6: Exploration of new product segments
• Figure 2.7: Kellogg's three tier segmentation strategy
• Figure 2.8: Manufacturer diversification strategies: All day snacking
• Figure 2.9: New snacking options during the day
• Figure 2.10: Kellogg's market diversification strategy
• Figure 2.11: Number of food adverts during children's programming by country (1996)
• Figure 2.12: Breakdown of food advertisements by category
• Figure 2.13: Share of food adverts during children's time by category
• Figure 2.14: Retail consolidation in Europe, 1999
• Figure 3.15: Basic segmentation of children by development stage
• Figure 3.16: Mapping marketing hotspots across time
• Figure 3.17: The bipartite purchasing decision
• Figure 3.18: Conceptualisation of the marketing target
• Figure 3.19: Sunny Delight, brand positioning by target purchaser and appeal
• Figure 3.20: Brand analysis: Sunny Delight
• Figure 3.21: Sales by country across snacks, treats and chilled desserts, 1999
• Figure 3.22: Overall sales by category, 1999
• Figure 4.23: SWOT analysis of Quaker Oats' Dinosaur Eggs brand
• Figure 4.24: Quaker Oats Dinosaur Eggs and Sea Adventures brands
• Figure 4.25: The (Oscar Mayer) Kraft Lunchables range in the US
• Figure 4.26: SWOT analysis of the Kraft/Oscar Mayer Lunchables brand
• Figure 4.27: Consumption habits at lunch among children
• Figure 4.28: The positioning of Yoplait's Frubes brand
• Figure 4.29: SWOT analysis of Yoplait's Frubes brand
• Figure 4.30: Summary of positioning of successful case study brands
• Figure 5.31: Kids' product launches by product category
• Figure 5.32: Positioning of new children's products by type & innovation level
• Figure 5.33: Positioning of new teenager products by type
• Figure 5.34: Key themes of new product launches aimed at children
• Figure 5.35: The marketing feature change by age of target consumer
• Figure 6.36: Key target audiences for children's products
• Figure 6.37: Drivers of children's marketing
• Figure 6.38: Children's expenditure
• Figure 6.39: Share of wallet taken by food falls across Europe
• Figure 6.40: Drivers of NPD in children's food and drinks products
• Figure 6.41: Tools for targeting children
• Figure 6.42: Tools for creating fun
• Figure 6.43: Perceptions of fun by target group: Children
• Figure 6.44: Perceptions of fun by target group: Adults
• Figure 6.45: Targeting consumption moments
• Figure 6.46: Drivers of increased purchasing influence
• Figure 6.47: Transference of adult product features to children's products

List of Tables

• Table 1.1: Terms and abbreviations used in this report
• Table 2.2: Number of children per country (m), 1999
• Table 2.3: The share of working women in the population (%) by country (1994-2005)
• Table 2.4: No. of food adverts during kids' programming by country (1996)
• Table 2.5: Food adverts by category during kids' programming, 1996
• Table 2.6: TV advertising regulations by country
• Table 3.7: Sales by country across snacks, treats and chilled desserts ($m), 1999
• Table 3.8: Per capita spend by country across snacks, treats and chilled desserts ($), 1999
• Table 3.9: Overall sales by category and family group ($m), 1999
• Table 5.10: New product launches (Bread to Breakfast Cereals)
• Table 5.11: New product launches (Cakes and Pastries to Chilled Desserts)
• Table 5.12: New product launches (Chilled Meat Products to Chilled Ready Meals)
• Table 5.13: New product launches (Chocolate)
• Table 5.14: New Product Launches (Chocolate to Dried Soup)
• Table 5.15: New Product Launches (Fromage Frais Desserts to Jelly)
• Table 5.16: New Product Launches (Jelly to Natural Cheese)