2009 Healthy Kids’ Market Report: Breaking the Entry Barrier : Market Research Report

2009 Healthy Kids’ Market Report: Breaking the Entry Barrier

Published by: Nutrition Business Journal

Published: May. 1, 2009 - 194 Pages

1. EXECUTIVE SUMMARY
2. ACKNOWLEDGEMENTS & DEFINITIONS: 2.1. ACKNOWLEDGEMENTS; 2.2. RESEARCH METHODOLOGY; 2.3. DEFINITIONS
3. MARKET DATA & OVERVIEW: 3.1. CURRENT KIDS’ MARKET; 3.2. KIDS VS. OVERALL NUTRITION INDUSTRY; 3.3. KIDS’ MARKET OPPORTUNITIES; 3.4. MARKET ENTRY; 3.5. NAVIGATING FINANCING; 3.6. MARKET SURVIVAL: WEATHERING THE DOWNTURN
4. PRODUCTS: 4.1. DIETARY SUPPLEMENTS; 4.2. FOOD AND BEVERAGE; 4.3. NATURAL & ORGANIC PERSONAL CARE AND HOUSEHOLD PRODUCTS
5. COMPANY SPOTLIGHTS & EXPERT INTERVIEWS: 5.1. BUILDING THE NEXT-GENERATION CPG COMPANY: NEST COLLECTIVE’S NEIL GRIMMER, CO-FOUNDER AND CIO; 5.2. HOWARD SCHIFFER ON VITAMIN ANGELS: ‘WE ARE SAVING KIDS’ LIVES, AND WE CAN PROVE IT’; 5.3. Q&A WITH JEFF CANNER, VICE PRESIDENT OF MARKETING, AT IAN’S; 5.4. DENISE DEVINE, PRESIDENT AND CEO OF FROOSE: CREATING A HEALTHY KIDS’ BEVERAGE ALTERNATIVE; 5.5. KELLOGG: THE ICONIC BRAND’S PERSPECTIVE ON HEALTHY KIDS’ ACCORDING TO SUSANNE NORWITZ, COMPANY SPOKESPERSON; 5.6. Q&A WITH MARTEK BIOSCIENCES: ETHAN LEONARD, VP OF PEDIATRIC NUTRITION; CASSIE FRANCE-KELLY, SENIOR PUBLIC RELATIONS MANAGER; AND JEFF BERNFELD, EXECUTIVE DIRECTOR OF SALES.; 5.7. DISCUSSING HEALTHY VENDING WITH MARK TROTTER, CEO OF YO-NATURALS; 5.8. CLIF’S MARKETING INSIGHT FROM JEN YUN, BRAND DIRECTOR, CLIF KID; 5.9. NBJ DISCUSSES THE KIDS’ MARKET WITH LIFEWAY FOODS PRESIDENT AND CEO JULIE SMOLYANSKY; 5.10. Q& A WITH DEBORAH LUSTER AND CHRISTINE ELDERS, CO-FOUNDERS OF CAN DO KID; 5.11. ANN COOPER: RENEGADE LUNCH LADY; 5.12. FRANCINE R. KAUFMAN, MD ON THE U.S. DIABESITY WAR; 5.13. MERGERS & ACQUISITIONS
6. COMPANY PROFILES: 6.1. Annie's Inc. (Annie's Homegrown); 6.2. California Baby; 6.3. Can Do Kid; 6.4. ChildLife; 6.5. Church & Dwight Co. (Gentle Naturals); 6.6. CLIF Bar; 6.7. Clorox (Burt's Bees); 6.8. Colgate-Palmolive (Tom's of Maine); 6.9. Coromega; 6.10. Earth Mama Angel Baby; 6.11. Froose; 6.12. Full Tank Foods; 6.13. gDiapers; 6.14. General Mills; 6.15. Groupe Danone (Dannon Company); 6.16. Hain Celestial (Earth’s Best and Avalon Organics); 6.17. Herbs for Kids; 6.18. Hero Nutritionals; 6.19. Honest Tea; 6.20. Ian's; 6.21. Interstate Bakeries Corp.; 6.22. Irwin Naturals; 6.23. J.M. Smucker Company (R.W. Knudson Family, Santa Cruz Organic); 6.24. Kellogg Company; 6.25. Late July Organic Snacks; 6.26. Lifeway Foods Inc.; 6.27. Love Me Baby Me; 6.28. Martek Biosciences Corporation; 6.29. Natural Factors; 6.30. Nature’s Path (EnviroKidz); 6.31. Nature's Sunshine; 6.32. Nest Collective (Revolution Foods, Plum Organics); 6.33. Nestlé (Gerber); 6.34. Nordic Naturals; 6.35. Rainbow Light Nutritional Systems; 6.36. Robert's American Gourmet (Pirate’s Booty); 6.37. Safeway (Eating Right Kids); 6.38. Snikiddy; 6.39. Stonyfield Farms (Groupe Danone); 6.40. The Bayer Group (Flintstones Vitamins); 6.41. Threshold Enterprises Ltd (Source Naturals, Planetary Herbals); 6.42. TruSweets, LLC (Surf Sweets); 6.43. Weetabix Food Company (Barbara's Bakery Inc.); 6.44. Weleda; 6.45. White Wave (Horizon Organic)
INDEX OF FIGURES: Figure 1-1 U.S. Healthy Kids’ Market by Product Category in 2008; Figure 3-1 U.S. Healthy Kids’ Market by Product Category in 2008; Figure 3-2 U.S. Population Projections, 2007-2017 (thousands); Figure 3-3 U.S. Kids’ Population by Age, 2008; Figure 3-4 U.S. Total Nutrition Industry vs. Healthy Kids’ Sales by Product Category in 2008; Figure 3-5 U.S. Healthy Kids’ Product Sales Compared to Total U.S. Product Sales in 2008; Figure 3-6 Marketing of Healthy Kids’ Products; Figure 3-7 Average Spending on Natural, Organic, and Health Products for Children; Figure 3-8 Information Sources: Percentage Ranked as Having a “Strong Effect” on Kids’ Brand Awareness; Figure 3-9 Consumer Survey: Specifically Shopping Retailers because of Natural, Organic, & Healthy Kids’ Products; Figure 3-10 Information Sources: Effect on Kids’ Brand Awareness for Conventional Brands; Figure 3-11 Information Sources: Effect on Kids’ Brand Awareness for Organic, Natural, and Healthy Brands; Figure 3-12 Products & Brands Helping Parents to Get Kids to Eat Natural & Organic; Figure 3-13 Financing Activity for Children’s Product Companies; Figure 3-14 Investor Desires and How to Successfully Address; Figure 3-15 The Effect of the Economic Downturn on the Healthy Kids’ Market; Figure 4-1 U.S. Dietary Supplement Sales by Product Category in 2008; Figure 4-2 U.S. Dietary Supplement Sales by Product, 2006-2008; Figure 4-3 U.S. Dietary Supplement Sales Growth by Product, 2008; Figure 4-4 U.S. Total Dietary Supplement Sales and Annual Growth by Channel, 2006-2008; Figure 4-5 U.S. Dietary Supplement Estimated Sales and Growth by Product, 2009e-2017e; Figure 4-6 U.S. Dietary Supplement Sales & Growth, 2000-2017e; Figure 4-7 U.S. Healthy Kids’ as a Percentage of Total Dietary Supplement Sales, 2008; Figure 4-8 U.S. Healthy Kids’ Dietary Supplement Sales by Category in 2008; Figure 4-9 Examples of Healthy Kids’ Dietary Supplements; Figure 4-10 NHIS: Children’s Usage of Nonvitamin, Nonmineral, Natural Products; Figure 4-11 Therapy Alternatives for Children; Figure 4-12 U.S. Functional Food & Beverage Sales by Product Category in 2008; Figure 4-13 U.S. Functional Food and Beverage Sales Compared to Total U.S. Food and Beverage Sales in 2008; Figure 4-14 U.S. Functional Food & Beverage Sales Growth by Product, 2008; Figure 4-15 U.S. Functional Food & Beverage Sales by Product, 2006-2008; Figure 4-16 U.S. Total Functional Food Sales and Annual Growth by Channel, 2006-2008; Figure 4-17 U.S. Total Functional Food Estimated Sales and Growth by Product, 2009e-2017e; Figure 4-18 U.S. Functional Food and Beverage Sales & Growth, 2000-2017e; Figure 4-19 U.S. Healthy Kids’ as a Percentage of Total Functional Food & Beverage Sales, 2008; Figure 4-20 U.S. Healthy Kids’ Functional Food & Beverage Sales by Category in 2008; Figure 4-21 Examples of Healthy Kids’ Functional Foods; Figure 4-22 U.S. Organic Food & Beverage Sales by Product Category in 2008; Figure 4-23 U.S. Organic Food and Beverage Sales Compared to Total U.S. Food and Beverage Sales in 2008; Figure 4-24 U.S. Organic Food & Beverage Sales by Product, 2006-2008; Figure 4-25 U.S. Organic Food & Beverage Sales Growth by Product, 2008; Figure 4-26 U.S. Total Organic Food & Beverage Sales and Annual Growth by Channel, 2006-2008; Figure 4-27 U.S. Total Organic Food Estimated Sales and Growth by Product, 2009e-2017e; Figure 4-28 U.S. Total Organic Food & Beverage Sales & Annual Growth, 2000-2017e; Figure 4-29 U.S. Healthy Kids’ as a Percentage of Total Organic Food & Beverage Sales, 2008; Figure 4-30 U.S. Healthy Kids’ Organic Food & Beverage Sales by Category in 2008; Figure 4-31 Examples of Healthy Kids’ Organic Foods; Figure 4-32 U.S. Organic Dairy Sales & Annual Growth, 2000-2017e; Figure 4-33 U.S. Organic Meat Sales & Annual Growth, 2000-2014e; Figure 4-34 U.S. Natural Food & Beverage Sales by Product Category in 2008; Figure 4-35 U.S. Natural Food and Beverage Sales Compared to Total U.S. Food and Beverage Sales in 2008; Figure 4-36 U.S. Natural Food & Beverage Sales by Product, 2006-2008; Figure 4-37 U.S. Natural Food & Beverage Sales Growth by Product, 2008; Figure 4-38 U.S. Total Natural Food & Beverage Sales and Annual Growth by Channel, 2006-2008; Figure 4-39 U.S. Total Natural Food Estimated Sales and Growth by Product, 2009e-2017e; Figure 4-40 U.S. Total Natural Food & Beverage Sales & Annual Growth, 2000-2017e; Figure 4-41 U.S. Healthy Kids’ as a Percentage of Total Natural Food & Beverage Sales, 2008; Figure 4-42 U.S. Healthy Kids’ Natural Food & Beverage Sales by Category in 2008; Figure 4-43 Examples of Healthy Kids’ Natural Foods & Beverages; Figure 4-44 U.S. Total Natural & Organic Personal Care and Household Product Sales by Product, 2008; Figure 4-45 U.S. N&OPC Sales by Product, 2006-2008; Figure 4-46 U.S. N&OPC Sales Growth by Product, 2008; Figure 4-47 U.S. Total Natural & Organic Personal Care Sales and Annual Growth by Channel, 2006-2008; Figure 4-48 U.S.Total N&OPC Estimated Sales and Growth by Product, 2009e-2017e; Figure 4-49 U.S. N&OPC Sales & Growth, 2000-2017e; Figure 4-50 U.S. Natural & Organic Household Product Sales by Product, 2006-2008; Figure 4-51 U.S. Total Natural & Organic Household Sales and Annual Growth by Channel, 2007-2008; Figure 4-52 U.S. N&O Household Product Estimated Sales and Growth by Product, 2009e-2017e; Figure 4-53 U.S. Natural & Organic Household Products Sales & Growth, 2000-2017e; Figure 4-54 U.S. Healthy Kids’ as a Percentage of Total N&OPC & Household Product Sales, 2008; Figure 4-55 U.S. Healthy Kids’ N&OPC and Household Product Sales by Category in 2008; Figure 4-56 U.S. Natural & Organic Baby Care Sales & Annual Growth, 2000-2017e; Figure 4-57 Examples of Healthy Kids’ Natural & Organic Personal Care; Figure 4-58 NBJ Survey Data: Importance of Establishing & Enforcing Standards

Abstract

We are position this report differently than any of our other reports.

This report is custom tailored to focus on the healthy, better-for-you kids’ category as well as the specific healthy kids’ segment data that any company entering or growing in the kids’ market needs for strategic development and this is what sets this report apart from the other kids’ product reports on the market.

Nutrition Business Journal (NBJ) presents the inaugural Kid’s Nutrition Market Report. This report is a must have for any company operating in, attempting to move into or simply evaluating this category with timely and actionable information and insights. NBJ views the approximately $10.1 billion healthy children’s market as one of the hottest product trends in 2009 and believe that there are still plenty of opportunities for new innovative products to be introduced to the market. Like retail, the direct-to-consumer sales channels in the U.S. nutrition industry are feeling the pinch of the global economic downturn and face a rapidly changing business and regulatory landscape.

The report provides a detailed review of market size, growth and sales estimates for NBJ’s classic nutrition industry product categories— natural foods and beverages, organic foods and beverages, functional foods and beverages, dietary supplements, and natural & organic personal care and household products.

“This report is custom tailored to focus on the healthy, better-for-you kids’ category as well as the specific healthy kids’ segment data that any company entering or growing in the kids’ market needs for strategic development and this is what sets this report apart from the other kids’ product reports on the market.” said NBJ Research Manager Carla Ooyen.

In addition, NBJ’s 2009 Healthy Kids’ Market Report covers:

A discussion of healthy kids’ product trends for dietary supplements, functional foods and beverages, natural foods and beverages, organic foods and beverages, and natural & organic personal care and household products.
An analysis of issues driving entry into the U.S. children’s market
A full analysis of the children and teens product and marketing trends across a variety of product categories, such as baby care, vitamins, dairy, cereal, and many more.
A deep dive into the natural & organic personal care market for babies, children and teens that includes product and marketing trends across a variety of product categories, including eco-friendly diapers, skincare, hair care and oral care.

Although numerous new healthy and better-for-you products formulated for or marketed to children have debuted over the last year in the United States, NBJ research found that plenty of opportunity remains in this dynamic and recession-resilient category. “A convergence of forces—the Obama administration’s focus on children’s nutrition, the childhood obesity epidemic, parents’ growing concern over food quality and safety, and even the troubled economy—is creating a ‘sweet spot’ in the kids’ market for the U.S. nutrition industry,” said NBJ Editor Carlotta Mast. “NBJ’s research into and analysis of the U.S. healthy kids’ market will provide any company operating in, working to move into or simply evaluating this category with timely and actionable information and insights.”

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2009 Healthy Kids’ Market Report: Breaking the Entry Barrier

Table of Contents

Abstract