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| In this report we set out, as we do each year at this
time, what we believe are the key trends that are
shaping the kids’ nutritional market and will go on
shaping it over the years ahead.
We have derived our insights from four years of
dedicated research in the area of kids’ nutrition, much
of which has been in connection with Kids Nutrition
Report - the only industry publication dedicated to this
important area - and some of which has arisen from
consultancy work for our clients around the world. We
believe that we are better placed than anyone else to
have an accurate view of what are the key trends and
success factors. It’s our mission at Kids Nutrition Report to help our readers navigate their way through the mass of information - and misinformation - around the business of healthy products for children. The aim of the 50 or so case studies that we publish each year is to help our readers understand what works and what doesn’t work and how they can apply these lessons to their own business. Our kid-specific research is also supported by the fact that we have a unique worldwide focus on adult nutrition. Since 1995 we have been researching, analysing, explaining and forecasting the business of nutrition, conducting around 350 interviews a year with industry executives worldwide, most of which is published in New Nutrition Business. The Five Key Trends on which we focus this year are:
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