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Published by: Mintel International Group Ltd.
Published: Sep. 1, 2008 - 62 Pages
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Number of kids on the upswing…
- …while the number of teens is declining
- Companies have uphill battle to attract certain demographics
- Teens have less disposable income
- Healthy snacks need to be made interesting or innovative
- Keep focus on kids and teens
- Target kids early on with healthier foods
- Using social networking
- Marketing concepts: online community, video games, interactive retail
- Advertising under fire
- Kids and teens as consumers
- Market Drivers
- Key points
- Kid and teen demographics
- Number of teens declining
- Figure 2: Population, by age, 2003-13
- Figure 3: Households, by presence of children under age 18, 1997-2007
- Fewer jobs mean less money
- Figure 4: Trends in summer employment rates of teens, 2000-06
- Children continue to battle the bulge... or do they?
- Advertising and Promotion
- Overview
- Advertising changes often forced
- Snapshot of TV ads targeting kids and teens
- Figure 5: Ovaltine television ad, 2007
- Figure 6: Popeye’s Chicken television ad, 2007
- Figure 7: Capri Sun television ad, 2007
- Figure 8: Dannon television ad, 2007
- Figure 9: Kellogg’s Frosted Flakes Gold television ad, 2007
- Figure 10: Kraft Cool Whip Chilled television ad, 2007
- Figure 11: Kraft Macaroni Cheese television ad, 2007
- Figure 12: Oreo Cakester television ad, 2007
- The Consumer
- Key points
- Children, teens and the grocery shopping experience
- Figure 13: Frequency of 6-17 year olds going grocery shopping with mom/dad or other family member, by gender, July 2008
- Figure 14: Frequency of 6-17 year olds going grocery shopping with mom/dad or other family member, by age, July 2008
- Making active choices while at the store
- Figure 15: Frequency of 6-17 year olds helping to choose the food on grocery shopping trips, by gender, July 2008
- Figure 16: Frequency of 6-17-year-olds helping to choose the food on grocery shopping trips, by age, July 2008
- “Be good and I’ll buy you a treat”
- Figure 17: Frequency with which parents buy 6-17 year olds a special treat when they go grocery shopping, by age, July 2008
- Permission to try new foods
- Figure 18: Frequency with which parents allow 6-17-year-olds to try new foods when they ask, by gender, July 2008
- Figure 19: Frequency with which parents allow 6-17-year-olds to try new foods when they ask, by age, July 2008
- Meals at home
- Frequency of dining at home with the family
- Figure 20: Frequency of eating at home with family, by age, July 2008
- Preparing meals at home
- Figure 21: Children and teens (6-17) that prepare their own meals at home, by gender, July 2008
- Figure 22: Children and teens (6-17) that prepare their own meals at home, by age, July 2008
- Method of food preparation
- Figure 23: Meal preparation methods used by children and teens (6-17) who prepare meals at home, by gender, July 2008
- Figure 24: Meal preparation methods used by children who prepare meals at home, by age, July 2008
- Eating locations
- Eating in the car
- Figure 25: Frequency of 6-17-year-olds eating in a car, per week, by gender and age, July 2008
- Frequency of eating at a practice game or after school activity
- Figure 26: Frequency of 6-17-year-olds eating at a practice game or after-school activity, by gender and age, July 2008
- Eating at a friend’s house
- Figure 27: Frequency of 6-17-year-olds eating at a friend’s house, by gender and age, July 2008
- Frequency of restaurant eating
- Figure 28: Frequency of 6-17-year-olds eating at a restaurant, by gender and age, July 2008
- Attitudes towards the school meal occasion
- Figure 29: Ways of making or getting school lunch, by gender, July 2008
- Attitudes towards food and eating
- Figure 30: Attitudes towards food and eating, by gender, July 2008
- Vending machines and the school location
- Figure 31: Children’s report on contents of vending machines in their school(s), Fall 2007
- Figure 32: Children’s report on contents of vending machines in their school(s), by race/ethnicity, Fall 2007
- Teen Attitudes toward Eating
- Figure 33: Teens’ attitudes toward eating, January-September 2007
- Figure 34: Teens’ attitudes toward eating, by gender, January-September 2007
- Figure 35: Teens’ attitudes toward eating, by age, January-September 2007
- Teen eating locations
- Figure 36: Teens’ incidence of eating at family-style and fast-food restaurants, by gender, January-September 2007
- Preferred family-style or steak house restaurant
- Figure 37: Family-style/steak house restaurants most frequented by teens, by gender, January-September 2007
- Preferred fast-food restaurants
- Figure 38: Fast-food/drive-through restaurants most frequented by teens, January-September 2007
- Figure 39: Fast-food/drive-through restaurants most frequented by teens, by race/ethnicity, January-September 2007
- Children’s eating locations
- Frequency of family-style and steak house eating
- Figure 40: Children’s frequency of eating at family-style and steak house restaurants, January-September 2007
- Fast-food restaurant attendance
- Figure 41: Children’s incidence of eating at fast food restaurants, January-September 2007
- Figure 42: Children’s frequency of eating at fast-food restaurants, by race/ethnicity, January-September 2007
- Kid’s favorite fast-food restaurants
- Figure 43: Favorite fast food restaurants children have eaten at, by race/ethnicity, January-September 2007
- Figure 44: Children’s reasons for choosing/eating at a favorite fast food restaurant, January-September 2007
- Deeper Analysis—Active Eaters, Dependent Tykes, Aspiring Foodies
- Insights
- Active Eaters
- Dependent Tykes
- Aspiring Foodies
- Active Eaters
- Dependent Tykes
- Aspiring Foodies
- Figure 45: Juvenile clusters, July 2008
- Figure 46: Agreement with selected statements about grocery shopping, by juvenile clusters, July 2008
- Figure 47: Frequency of eating a meal in specific locations, by juvenile clusters, July 2008
- Figure 48: Frequency of eating dinner at the table with family, by juvenile clusters, July 2008
- Figure 49: Ways of making or getting school lunch, by juvenile clusters, July 2008
- Figure 50: Children and teens (6-17) that prepare their own meals at home, by juvenile clusters, July 2008
- Figure 51: Juvenile clusters by gender, July 2008
- Figure 52: Juvenile clusters, by gender and age, July 2008
- Figure 53: Juvenile clusters, by race, July 2008
- Figure 54: Juvenile clusters, by Hispanic origin, July 2008
- Methodology
- Additional Consumer Tables
- Frequency of family-style or steak house eating
- Figure 55: Teens’ frequency of eating at family-style and steak house restaurants, by age, January-September 2005
- Figure 56: Fast-food restaurants children have eaten at, January-September 2007
AbstractThe eating habits of kids and teens remain a hot topic for food manufacturers and retailers, which recognize that they are targeting an often-fickle audience. However, the increasing influence that these young consumers have at mealtime at home makes them a demographic worth pursuing. At the same time, pressure from outside forces, including the government, due to the alarming increase in obesity among young people in recent years, has made many food and snack manufacturers wary of how they market their products. In spite of this, new products aimed at teens and kids abound in the snack and food aisles, and all evidence shows that this will continue to be the case.
In this report, Mintel looks at these and other factors that influence the market around the eating habits of kids and teens. Some of the critical questions examined in this report include:
- What influences kids and teens with regard to their eating habits?
- Where are kids and teens eating these days?
- What are they most interested in eating?
- How big of an influence do their parents have?
- What is the spending power of teens themselves? Do they spend their own money on food?
- What role do fast-food establishments play in all of this?
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