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Kids' Snacking - US

Published by: Mintel International Group Ltd.

Published: Aug. 1, 2006 - 81 Pages


Table of Contents


INTRODUCTION AND ABBREVIATIONS

Introduction

Definition

Abbreviations and terms


Abbreviations

Terms




EXECUTIVE SUMMARY

Kid population reflects snacking opportunities

Kids in control

Manufacturers target kids

Keeping kids healthy

When is a snack…a snack?

Salty, sweet, savory and nutritional—a snack for every taste

Kids’ attitudes towards food

Snacking habits

Conclusion and future trends in kids’ snacking




MARKET FACTORS

Fewer children in the market in 2000-05, swinging positive in 2005-10



Figure 1: American population projections, by age, 2000-10


Racial and ethnic composition of America’s children


Figure 2: Population, by age, race, and Hispanic origin, 2005



Making food choices: parents or kids?


When kids eat besides traditional mealtimes


Figure 3: When children say they eat, November 2003


Where kids eat


Figure 4: Where children say they purchase meals and snacks and what parents perceive, November 2003


Influencing parents’ purchases from the grocery store


Figure 5: Frequency of 6-17 year olds helping to choose the food on grocery shopping trips, by age, March 2006



Marketing to kids and utilizing character merchandising


Cartoon power


Figure 6: Adults’ opinions on kids’ preferences for character merchandise, agree summary, October 2005


Health and weight concerns

Utilizing online strategies


Encouraging kids to be healthy


Starting point—children and obesity


Figure 7: Incidence of being overweight, 6-19 year olds, 1976-2000

Figure 8: Advertisement for Quaker Oats Breakfast Bars, 2006


Government’s role to educate

Manufacturers get on the “healthy balance” bandwagon


Snacks—the new “mini-meals”



Figure 9: Defining a snack, July 2006


Treat and snack—kids define foods


Figure 10: Selected foods, what is eaten by kids as a snack vs treat, July 2006

Figure 11: Advertisement for Kellogg’s Fruit Twistables, 2006

Figure 12: Advertisement for Fruit Rollup Tongue Tracks, 2006

Figure 13: Advertisement for Sour Patch, 2006





SPENDING AND INFLUENCE

Children’s influence on household spending


Figure 14: Advertisement for Hostess Twinkies, 2006

Figure 15: Advertisement for Little Debbie, 2006

Figure 16: Advertisement for Nabisco Oreo Double Stuff, 2006


Likelihood of carrying money for snacks and spend on snacking by kids


Figure 17: Likelihood of carrying money for snacks and spend on snacking, July 2006

Figure 18: Likelihood of carrying money for snacks and spend on snacking, by age, July 2006




SNACK SEGMENTS

Overview


Figure 19: Incidence of snacks eaten by children aged 6-11, Fall 2005


Salty Snacks


Market overview

Types of salty snacks kids eat


Figure 20: Salty snacks eaten by children aged 6-11, Fall 2005

Figure 21: Salty snacks eaten by children aged 6-11, by gender, Fall 2005

Figure 22: Salty snacks eaten by children aged 6-11, by grade, Fall 2005

Figure 23: Salty snacks eaten by children aged 6-11, by race/ethnicity, Fall 2005



Sweet snacks


Market overview

Types of sweet snacks kids eat


Figure 24: Sweet snacks eaten by children aged 6-11, Fall 2005

Figure 25: Sweet snacks eaten by children aged 6-11, by gender, Fall 2005

Figure 26: Sweet snacks eaten by children aged 6-11, by grade, Fall 2005

Figure 27: Sweet snacks eaten by children aged 6-11, by race/ethnicity, Fall 2005



Nutritional snacks


Market overview

Types of nutritional snacks kids eat


Figure 28: Nutritional snacks eaten by children aged 6-11, Fall 2005

Figure 29: Nutritional snacks eaten by children aged 6-11, by gender, Fall 2005

Figure 30: Nutritional snacks eaten by children aged 6-11, by grade, Fall 2005

Figure 31: Nutritional snacks eaten by children aged 6-11, by race/ethnicity, Fall 2005


Children’s influence on nutritional snacks in households


Figure 32: Availability of favorite nutritional snacks in home, Fall 2005


Frequency of consumption of nutritional snacks


Figure 33: Frequency of consumption of nutritional snacks in home, Fall 2005



Savory snacks


Market overview


Single-serving size snacks


Market overview

Types of single-serve size snacks kids eat


Figure 34: Single-serving size snacks eaten by children aged 6-11, Fall 2005

Figure 35: Single-serving size snacks eaten by children aged 6-11, by age group, Fall 2005





KIDS’ ATTITUDES TOWARD FOOD & SNACKING

Kids’ food perspectives


Figure 36: Kids’ attitudes towards food, Fall 2005

Figure 37: Kids’ attitudes towards food, by grade, Fall 2005

Figure 38: Kids’ attitudes towards food, by race/ethnicity, Fall 2005

Figure 39: Kids’ attitudes towards food, by region, Fall 2005


Kids’ perspective on snacking


Figure 40: Kids’ attitudes towards snacking, July 2006

Figure 41: Kids’ attitudes towards snacking, by gender, July 2006

Figure 42: Kids’ attitudes towards snacking, by age, July 2006




COMPANIES AND PRODUCT PROMOTION

Introduction

Extending product lines


Figure 43: New product launches/line extensions for kids, 2003-06


Select companies and products


Kraft Foods

PepsiCo (Frito-Lay/Quaker Foods)

ConAgra

General Mills

Kellogg’s




SNACKING HABITS

Introduction

All kids eat snacks, but what is a snack?


Figure 44: Defining kids’ snacking habits, July 2006


What constitutes a snack?


Figure 45: Defining a snack, July 2006


Who determines when it’s “snack time”?


Figure 46: Snack time decision-makers, July 2006

Figure 47: Snack time decision-makers, by age, July 2006


Kids choose snacks they eat


Figure 48: Who chooses snacks, July 2006

Figure 49: Who chooses snacks, by age, July 2006


Parents prepare snacks for kids


Figure 50: Who makes the snacks, July 2006

Figure 51: Who makes the snacks, by age, July 2006


Frequency of snacking


Figure 52: Frequency of snacking, July 2006

Figure 53: Frequency of snacking, by age, July 2006


Skipping meals


Figure 54: Skipping meals, July 2006

Figure 55: Skipping meals, by age, July 2006




CONCLUSIONS

Growth in population should compound sales of kids’ snacks

Toys, characters, television and Internet—target kids

Kids’ snacking habits reveal opportunities for healthful snacking




APPENDIX: TRADE ASSOCIATIONS




APPENDIX: NEW PRODUCT DEVELOPMENTS

Kellogg’s: Cars Fruit Flavored Snacks

Kellogg’s: Spongebob Squarepants Fruit Snacks

Kellogg’s: Yogos

General Mills: Betty Crocker Sour Fruit Gushers

Barrel O’Fun: Cheesy O’s

General Mills: Team Sports Fruit Flavored Snacks

Kraft Foods: Kid Sense Fun Packs

Abstract

This report includes snacks that are specifically promoted or generally consumed by the majority of children aged 6 to 11. Children are some of America’s most frequent snack consumers. In 2005, there were 23.6 million children aged 6 to 11. They constitute a third of the under-18 population and 8% of the total population. As such, children hold an important place with snack food manufacturers, both in the present and when planning for the future. This report examines trends and patterns in kids’ snacking habits, including the influence children have over purchases and spending power; types of snacks kids eat, and attitudes towards food and snacks.

This report is based primarily on surveys conducted with kids who were queried about their eating habits and preferences. Mintel’s exclusive consumer research reveals which foods kids think are snacks, treats, or both. The report also investigates children’s snacking habits to discover how much control children have over when they eat snacks, what they can eat and who prepares snacks for them. Frequency of snacks and tendencies to skip meals are also revealed.

Prominent themes throughout this report center on nutrition and marketing to kids. The incidence of obesity and other nutrition-related problems among American kids is on the rise and highly publicized. Snack-food manufacturers in particular are in the center of the controversy, and are being held accountable for marketing tactics that target children. Consumer results reveal that parents are increasingly aware of the importance of nutrition and its impact on their children.

In this report, Mintel clearly identifies the principal external factors driving or curtailing growth. Exclusive consumer research reveals the attitudes, needs and behavior of consumers, with analysis broken down both by demographic characteristics, and by segment.

Six years of specific sales data provide a factual and impartial presentation of the market as a whole. Mintel also evaluates the performance of individual sectors in the market, and provides information about the major companies and brands. Using the SPSS forecasting package, Mintel creates a five-year forecast of U.S. retail sales, revealing potential opportunities for growth and product development.

For the purposes of this report, these snacks are divided into the following segments:
  • Healthy snacks, such as apple sauce, yogurt, fruit, etc.
  • Sweet snacks, such as cookies, crackers, and pudding
  • Salty snacks, such as chips, pretzels, popcorn, dried meat snacks, etc.
  • Savory snacks, such as pizza rolls, sandwiches, macaroni and cheese, etc.


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