Marketing Food and Drinks to Kids : Market Research Report

Marketing Food and Drinks to Kids

Published by: Business Insights

Published: Apr. 1, 2000 - 117 Pages

Executive Summary

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)

Abstract

Marketing food and Drinks to Kids: Driving Appeal to Young Consumers, gives unparalleled analysis of the market for children's products and how this is developing. It addresses the market drivers, consumer segmentation, purchasing patterns and best practice in NPD for children's products. It answers the following key questions that manufacturers need to succeed in the market: What are the key consumer, manufacturer and retailer drivers of the market? What is the market best segmented and what are the best strategies for increasing appeal to children? What are the best practices in marketing food and drinks? What companies or product groups are driving innovation in the market? What is the size of the market? How will the market develop over the next five years and what factors will be behind this.

Get Full Details About This Report >>

US: 800.298.5699

Int'l: +1.240.747.3093

About MarketResearch.com
MarketResearch.com is an online aggregator selling over 160,000 market research reports, company profiles and country profiles from over 600 research firms. Our reports will provide you with the critical business and competitive intelligence you need for strategic planning and marketing research. Coverage includes the US, UK, Europe, Asia and global markets.

Marketing Food and Drinks to Kids

Table of Contents

Abstract