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Published by: Business Insights
Published: Apr. 1, 2003 - 123 Pages
Table of Contents
Executive Summary
Introduction
Kids as consumers
Market dynamics
Product concept, ingredients and marketing
The NPD landscape
Case studies
Industry opinion survey results
Conclusions
Chapter 1 Introduction
Aims of this report
What does it mean to market to children?
Some terms and abbreviations used in this report
Chapter 2 Kids as Consumers
Summary
Introduction
Kids as consumers
Kids spending by category in the UK
Kids as influencers
Who are kids influencing?
Pester power and beyond
The ‘Two Way’ model
The kid/parent gap
What kids and parents wanted on school menus
How kids categorise foods
Healthiness as an undesirable feature
Negative perceptions of healthiness by kids
Encouraging kids to try healthy foods
Perceived and actual product features for kids and parents
Kids consuming like adults
Key trends in food and drinks
Health
Goal-driven fortification
Reformatting adult brands for kids
Adult concepts marketed directly to kids
Convenience
Dipping brands - savoury for sweet
Reformatting adult brands for kids
Pleasure
Small, indulgent packs
Added indulgence
Conclusions
Chapter 3 Market Dynamics
Summary
Introduction
KGOY defined
Market diversification and fragmentation
Segmenting children by development stages
Ethical marketing, legislation and the anti-food lobby
Segmenting children by development stages
Ethical product concepts
Healthy ingredients and ethical manufacturing
Ethical product marketing
Case study: The Co-op
Correlating product requests with advertising
Conclusions
Chapter 4 The NPD Landscape
Summary
Introduction
Innovation
Innovation in product launches by country
Innovation in product launches by market
Megatrends
Product launches by megatrend
Product launches by megatrend and age group
Health positioning
Product launches positioned as healthy, by age group
Healthy positioning in product launches by country
Healthy positioning in product launches by market
Pleasure positioning
Product launches positioned as pleasure, by age group
Pleasure positioning in product launches by country
Pleasure positioning in product launches by market
Conclusions
Chapter 5 Case Studies
Summary
Introduction
SoBe (South Beach Beverage Co)
Introduction
Sales by year, 1997—2000
Product concept
Positioning
Conclusions
Sainsbury’s Blue Parrot Café
Introduction
Product concept
Positioning
Defining appeal to kids and mums
Product formulation
Conclusions
Hula Hoop Shoks
Introduction
Product concept
Positioning
Conclusions
Frito-Lay Go Snacks
Introduction
Product concept
Positioning
Conclusions
Conclusions
Chapter 6 Industry Opinion Survey Results
Summary
Introduction
Kids as influencers on the purchasing decision
Kids’ expenditure by product area
Purchasers of kids’ food and drinks
Features of kids’ food and drinks
Tools for creating fun in kids’ food and drinks
Ethical marketing and legislation
Innovative manufacturers of kids food and drinks
Conclusions
Chapter 7 Conclusions
Introduction
Growth and resistance
Adult values in the kids market
List of Figures
Figure 1.1: Beyond pester power - the ‘Two Way’ model
Figure 1.2: Ethical marketing: product concept, ingredients and marketing
Figure 1.3: Innovation in product launches by country, 1999—2001
Figure 1.4: Product launches by megatrend, 1999—2001
Figure 1.5: The importance of features of kids’ food and drinks
Figure 1.6: Opportunities and resistance in kids’ brands
Figure 1.7: Kids as marketing targets
Figure 2.8: Kids’ influence
Figure 2.9: Beyond pester power - the ‘Two Way’ model
Figure 2.10: What will encourage children to try a new healthy food?
Figure 2.11: Perceived and actual features for kids and parents
Figure 2.12: Key trends in food and drinks
Figure 3.13: Basic segmentation of children by development stage
Figure 3.14: Ethical marketing: product concept, ingredients and marketing
Figure 3.15: The German version of Kraft’s Lunchables product
Figure 4.16: Innovation in product launches by country, 1999—2001
Figure 4.17: Innovation in product launches by market, 1999—2001
Figure 4.18: Product launches by megatrend, 1999—2001
Figure 4.19: Product launches by megatrend and age group, 1999—2001
Figure 4.20: Product launches positioned as healthy, by age group, 1999—2001
Figure 4.21: Healthy positioning in product launches by country, 1999—2001
Figure 4.22: Healthy positioning in product launches by market, 1999—2001
Figure 4.23: Product launches positioned as pleasure, by age group, 1999—2001
Figure 4.24: Pleasure positioning in product launches by country, 1999—2001
Figure 4.25: Pleasure positioning in product launches by market, 1999—2001
Figure 5.26: SoBe, sales by year, 1997—2000
Figure 5.27: SoBe: Selected products from the range
Figure 5.28: Blue Parrot Café: Rejected product design
Figure 5.29: Blue Parrot Café: defining appeal to kids and mums
Figure 5.30: Blue Parrot Café: Positioning to mums and kids
Figure 5.31: Hula Hoop Shoks
Figure 5.32: Hula Hoop XL range
Figure 5.33: Frito-Lay Go Snacks range
Figure 6.34: The importance of kids as influencers on the purchasing decision
Figure 6.35: The importance of kids’ expenditure by product area
Figure 6.36: The importance of consumer groups as purchasers of kids’ food and drinks
Figure 6.37: The importance of consumption occasions for kids’ food and drinks
Figure 6.38: The importance of features of kids’ food and drinks
Figure 6.39: The importance of tools for creating fun in kids’ food and drink
Figure 6.40: The importance of ethical marketing and legislation for kids’ food & drinks
Figure 6.41: Innovative manufacturers of kids food and drinks
Figure 6.42: Ferrero’s Kinder website for kids and parents
Figure 7.43: Opportunities and resistance in kids’ brands
List of Tables
Table 1.1: Some terms and abbreviations used in this report
Table 2.2: Kids spending by category in the UK
Table 2.3: Online youths’ (5-17 years-old) annual pocket money (US$), 2000
Table 2.4: Kids and parents asked what they wanted on a school menu
Table 2.5: How children categorise food products
Table 2.6: Children’s rating of two new soft drinks
Table 3.7: Correlating product advertising and requests by children
Table 5.8: Sainsbury’s Blue Parrot Café - Product formulation guides
AbstractDespite the trend towards an ageing population, the kids market remains crucially important as food and drink manufacturers seek to attract a new audience and build brand loyalty from a young age. The key challenge for manufacturers and retailers is to harness the influence and purchasing power of kids whilst acting ethically and without alienating either parents or their target market. Despite appearances of dynamism, in many ways the kids market remains deeply resistant to change. Marketing Food and Drinks to Kids: Effective marketing and innovation strategies to 2007 a management report by Business Insights analyses the catalysts for growth in the kids market and looks at how manufacturers, through NPD, are meeting the challenges. It identifies the opportunities in the market and how they can be exploited. The report lays down the ways in which ethical marketing will take a much more central role in kids brands and how those brands are taking on adult product values.
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