Ethical and Wellness Food and Drinks for Kids: Key Product Trends and Manufacturer Strategies

Published by: Business Insights

Published: Aug. 1, 2008 - 124 Pages

Table of Contents

Ethical and Wellness Foods and Drinks for Kids Executive Summary

Introduction

Healthy food and drinks for kids

Indulgent food and drinks for kids

Convenient food and drinks for kids

Ethical food and drinks for kids

Conclusions

Chapter 1 Introduction

Summary

Introduction

The kids’ market

Population

Spend on kids’ food and drinks

Purchasing habits

Parents

Kids

Kids getting older younger

Kids’ influence increases

Levels of pocket money are increasing

Changing influence

Chapter 2 Healthy food and drinks for kids 34

Summary

Introduction

Mental and physical health

Key trends

Natural and additive free

Wellness

Mental health

Low and light

Immunity

Digestive health

Functional

Bone health

Heart health

Key categories

Soft drinks

Bakery and cereals

Confectionery

Chapter 3 Indulgent food and drinks for kids

Summary

Introduction

Indulgent food and drinks for kids

Key trends

Upscale

Gourmet

Treat

Key categories

Confectionery

Soft drinks

Chapter 4 Convenient food and drinks for kids

Summary

Introduction

Convenient food and drinks for kids

Key trends

Ready to eat/on-the-go

Lunchbox

Instant

Ready meals

Key categories

Soft drinks

Bakery and cereals

Chapter 5 Ethical food and drinks for kids

Summary

Introduction

Ethical food and drinks for kids

Key trends

Food quality

Organic

Free-from

Safe / non-GM

Environmental concerns

Local sourcing

Key categories

Bakery and cereals

Snacks

Ready meals

Chapter 6 Conclusions

Summary

Introduction

Purchasing decisions

Kids

Parents

The key trends

Health

Indulgence

Convenient

Ethical

Index

List of Figures

Figure 1.1: Kids’ food choices

Figure 1.2: Factors driving parents’ purchasing habits

Figure 1.3: Kraft Dairylea Lunchables Lunch Kit - Monster Pack

Figure 1.4: Unilever Amaze Brainfood

Figure 1.5: Factors affecting kids’ purchasing decisions

Figure 1.6: Kids getting older younger

Figure 1.7: Percentage of under 17’s that own mobile phones in Europe, 2005

Figure 1.8: Influence of children on food purchasing decisions as they get older

Figure 2.9: Mental and physical health problems affecting kids

Figure 2.10: Health and wellness in kids’ food and drinks

Figure 2.11: Healthy kids’ food and drinks launched globally, by trend, 2005-2008

Figure 2.12: Ella's Kitchen Organic Fruit Smoothie - The Purple One

Figure 2.13: Happybites Frozen Kids Meal - Fish Bites, Sparky- For Growing Kids Juice and Nestle Munch Bunch Yogurt

Figure 2.14: Y Water Wellness Water - Brain; Immune; Muscle; Bone

Figure 2.15: Cascadian Farm Clifford Crunch Organic Whole Grain Oat Cereal and Bio-K Plus CL1285 Liquid Supplement Drink

Figure 2.16: Pfanner Active Family drink

Figure 2.17: EatWellStayHealthy Kids Chicken Breast Nuggets

Figure 2.18: Kids’ healthy food and drinks launches, by category, 2005-2008

Figure 2.19: Soft drink purchases; parents versus kids

Figure 2.20: Sanrio Hello Kitty DrinkTastic Juice Drink Box

Figure 2.21: Frosties and Reduced Sugar Frosties

Figure 2.22: Chupa Chups Lollipop with calcium

Figure 3.23: Indulgent food and drinks for kids

Figure 3.24: Kids’ indulgent food and drinks launched, by trend, 2005-2008

Figure 3.25: Demeter's Pantry Greek Raw Honey Nut Spread

Figure 3.26: Bottlegreen Junior Natural Premium Cordial

Figure 3.27: Dip Pops Gourmet Lollipop and Creamy Dip

Figure 3.28: Little dish custard desert

Figure 3.29: Kids’ indulgence food and drinks launches, by category, 2005-2008

Figure 3.30: Pirate's Gold Sugar Free Gold Coins Milk Chocolate Candy

Figure 3.31: Akta Vite Chocolate Milk

Figure 4.32: Convenient food purchase drivers for kids and parents

Figure 4.33: Convenient food and drinks for kids launched, by trend 2005-2008

Figure 4.34: FrescoSnack GS Disney Fruit Snack

Figure 4.35: Schneider's Smart Lunch Meal Kit Combo - Bagel; Chicken Fajita; Chicken Taco; Pepperoni Pizza

Figure 4.36: Ouhlalal c'est Bon Buddy Fruits Pure Blended Fruit to Go - Apple

Figure 4.37: FruitBu Organic Smoooshed Fruit Fruit Sploooshers

Figure 4.38: Miniscoff Organic Meals for Children; Organic Planet Spaghetti

Figure 4.39: Kids’ convenient food and drinks launches, by category, 2005-2008

Figure 4.40: Robinsons Fruit Shoot 100% Fruit Juice - Orange; Apple; Apple & Blackcurrant

Figure 4.41: Breakfast Breaks 3-in-1 Cereal Bowl, Juice & Snack Set

Figure 5.42: Factors driving parents to purchase ethical food and drinks for kids

Figure 5.43: Kids’ ethical food and drink launches, by trend, 2005-2008

Figure 5.44: RDA Organic Squeeezy Juice - Mango, Apple & Orange

Figure 5.45: Innocent Pure Fruit Smoothie - Strawberry, Blackberry and Raspberry

Figure 5.46: Oberweis Reduced Fat Milks

Figure 5.47: Kids’ ethical food and drinks launches, by category, 2005-2008

Figure 5.48: Earth's Best Organic On-The-Go O's Cereal and Doves Farm Chocolate Stars Organic Cereal

Figure 5.49: Snikiddy Snacks Organic Baked Corn Puffs Sharing Pack and Kid's Organic Food Bar - Keerunch!

Figure 5.50: Kids Organic Frozen All Natural

Figure 6.51: Kraft Lunchables - 2001 and 2007

Figure 6.52: Claims on packaging - parents versus kids 2007-2008

Figure 6.53: Aspiration/insecurity in parents

Figure 6.54: Kids’ food and drinks launched, by key trend, 2005-2008

List of Tables

Table 1.1: Population of 5-9 year olds in Europe and the US (m), 2006 -2011

Table 1.2: Population of 10-13 year olds in Europe and the US (m), 2006 -2011

Table 1.3: Per capita spend on kids’ food and drinks in Europe and US ($), 2007

Table 1.4: Factors driving parent and kids purchasing decisions

Table 1.5: 5-9 & 10-13 year olds sources of discretionary income ($ per week), Europe and US, 2001-2011

Table 2.6: Prevalence of ADHD in the seven major markets (‘000), 2008

Table 2.7: Obese and overweight children (5-13 year olds) in Europe and US (%), 2002-2012

Table 2.8: Self-regulatory initiatives on marketing to kids in the top 10 food and drinks companies

Table 5.9: Organic food and drinks market value in Europe and US ($m), 2002-2012

Table 6.10: Top 10 product tags on food and drinks products launched that were targeted at kids, 2005-2008

Abstract

• Parental concern about additives increasing hyperactivity in kids. This has contributed to the increase in NPD of natural food and drink products for kids, which claim to be ‘free-from’ artificial colors and flavorings.
• Healthy growth of kids. Healthy food and drinks for kids fall under two key areas; mental and physical health. Parents want their kids to be the best and strongest performer and products that claim to contain ingredients that promote these aspects remain popular with parents.
• Development of new technologies leading to new strategies to market directly to kids. The development of social networking sites and kids owning a mobile phone from a younger age, has meant that marketers are able to directly target kids in new ways. However, these methods are increasingly coming under criticism due to the fact that parents have a lack of control.
• Kids are becoming more aware of environmental issues. Kids are learning about environmental issues in schools and therefore ethical claims on packaging should also be made in such a way to attract kids, as well as parents.

• Quantify future growth areas in the kids’ food and drinks market using epidemiological data of obesity and ADHD in Europe and the US contained in the report.
• Improve targeting and the effectiveness of your NPD strategies with this report’s analysis of Productscan data of over 4,000 kids’ food and drinks product launches that took place globally between 2005 and 2008. Includes analysis of products by category, trend and product tags.
• Identify the key trends in the kid’s market and evaluate future product innovation and marketing strategies.
• Target key countries and categories with this reports analysis of per capita spend on kids’ food and drinks in Europe and the US in 2007.
  
  

• Who are the key players leading the way in kids’ food and drinks?
• How are demographics and lifestyles changing and what impact are they having on new product development in kids’ food and drinks?
• Which categories are most successful in the kids’ food and drinks market?
• What trends are having the most impact on NPD in the kids’ food and drinks market?
• How is ‘kids growing older younger’ affecting purchasing decisions?
• How should marketing, promotion and NPD strategies for children’s products change over the next three years?
• What are the most important health issues driving parental purchase of kids’ food and drinks?
  
  

• Natural was the leading product tag on healthy kids’ food and drinks product launches in 2008, with 59.7% of products making the claim.
• Over the past three decades, the childhood obesity rate in the US has almost doubled in pre-school children aged 2-5yrs and teenagers aged 12-19yrs, and it has more then tripled for children aged 6-11yrs. 9million children over the age of six in the US are considered obese.
• Products with organic claims took that largest share of ethical food and drinks for kids launched in 2008 (60.1%), an increase from 46.1% in 2005. Environmental concerns, food quality and food safety are the three main factors driving parents to purchase ethical food and drinks for kids.
• The amount of pocket money that children are receiving worldwide is increasing. The amount of discretionary income ($ per week) for 5-9 year olds in the US rose from $4.2 in 2001 to $8.2 in 2006. Signifying that children are getting more purchasing power at a younger age.

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