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Kids Food and Beverage Market in the U.S., 9th Edition

Kids Food and Beverage Market in the U.S., 9th Edition

Kids Food and Beverage Market in the U.S., 9th Edition
 analyzes and trends seven retail food and beverage categories that are especially significant to children’s eating choices, addressing a range of use occasions and need states: breakfast foods, lunch foods, and dinner foods; sweet snacks and salty snacks; produce; and beverages. In each case, the report provides trend data over a ten-year period (2008-2017) and analysis of food and beverage categories for which families with children at home significantly over-index in usage.  The report also covers marketing strategies and product innovation relevant to each category. 


Report Methodology

This report features proprietary data from a Packaged Facts December 2017 consumer survey. Packaged Facts surveys of U.S. adult consumers (age 18+) are based on national online research panels that are census representative on the primary demographic measures of age, gender, geographic region, race/ethnicity, and household income, with a sample of 2,000.

Data related to consumer demographics, attitudes and behaviors are also derived from Simmons Research LLC, which fields booklet-based surveys of a large and random sample of consumers (approximately 25,000 per survey release) who in aggregate represent a statistically accurate cross-section of the U.S. adult population (age 18+). 


  • Executive Summary
    • The Market
      • Scope of Report
      • Report Methodology
    • Report Summary
      • Market Factors
      • Desired Product Attributes
      • Kids as Influencers
      • Breakfast Foods
      • Lunch Foods
      • Dinner Foods
      • Salty Snacks
      • Sweet Snacks
      • Produce
      • Beverages
  • Market Factors
    • Key Points
    • Population and Household Composition Trends
      • Static child population challenges market
        • Table U.S. Population by Adult and Child, 2016-2020
      • The population age <6 is set to grow at the fastest pace
        • Table U.S. Child Population by Age, 2016-2020
    • The Family Household
      • The majority of households are childless
      • Parents age 35-44 represent the largest share of family households
        • Table Consumer Base of Households with Children by Age of Householder, 2016
      • Growth of multicultural population influences market
        • Table U.S. Child Population by Race/Ethnicity, 2016-2020
    • Income, Consumer Confidence, and Kids Impact Grocery Spending
      • Key parent demographic among highest income earners
        • Table Households With Children by Age of Householder, 2016
      • Consumer confidence on the rise
      • Children influence weekly grocery spend
        • Table Weekly Household Grocery Expenditures by Household Composition, 2017
    • Health and Wellness Trends
      • Child obesity trends
      • Health trends played out at retail and foodservice
    • Retail Trends
      • Where families shop
        • Table Percentage of Households Who Shop at Selected Retailers: By Household Composition, 2017
  • Desired Product Attributes
    • Key Points
    • Product Qualities
      • "Fresh" Is the Word
        • Table Food Product Qualities Sought Out by Consumers: Households Overall vs. Households With or Without Children, December 2017 (percentage of respondents)
      • Freshness and sale/promotion influence parents
    • Dietary Lifestyle Characteristics
      • "Healthy" Is a Moving Target
        • Table Dietary Lifestyle Characteristics: Households Overall vs. Households With or Without Children, December 2017 (percentage of respondents)
      • Parents seek out all-natural products
      • Diet claims
        • Table Diet Claims, December 2017 (percentage of respondents)
      • Parents seeking out products with no artificial ingredients
  • Kids as Influencers
    • Key Points
    • Kids as Influencers
      • 55% of Parent Shoppers Consider Kids Preferences "Especially Important"
    • Kids Influence on New Product Purchasing
      • Influence even higher over new food and beverage purchases
      • Kids' requests have the most power in breakfast cereal, salty snacks, and produce
        • Table Kids as Influences by Food Product Type, 2017 (percentage of respondents with children under 18 in HH)
  • Breakfast Foods
    • Key Points
    • Breakfast as the Most Important Meal of the Day
      • Breakfast is more important in households with teens
        • Table Level of Agreement that "Breakfast Is More Important than Lunch or Dinner": By Household Composition, 2017
      • Cereal is the most widely used breakfast food among family households
      • Pancake/waffle mixes have strong penetration into family households
        • Table Usage Rates for Selected Breakfast-Oriented Product Types Purchased at Higher Rates by Households with Children, 2017 (number and percent)
      • Families significantly over-index in use of select breakfast products
        • Table Usage Indexes for Selected Breakfast-Oriented Product Types Purchased at Higher Rates by Households with Children: By Number of Children in Household, 2017
    • Usage Trends for Selected Kid-Friendly Breakfast Foods
      • Introduction
      • Toaster pastries
      • Frozen waffles
      • Frozen breakfast entrées/sandwiches
      • Packaged muffins
  • Lunch Foods
    • Key Points
    • Lunch as Most Important Meal of the Day
      • More important to larger family households
        • Table Level of Agreement that "Lunch Is More Important than Breakfast or Dinner": By Household Composition, 2017
    • Household with Children and Lunch Food Products
      • Kids meal solutions
      • Prepared lunch kits widely used by families
        • Table Usage Rates for Prepared Lunch Kits/Sandwiches: By Presence/Absence of Children in the Household, 2017 (number and percent)
        • Table Usage Indexes for Use of Prepared Lunch Kits/Sandwiches: By Number of Children in Household, 2017
    • Usage Trends for Selected Kid-Friendly Lunch foods
      • Introduction
      • Healthier lunch food kits
  • Dinner Foods
    • Key Points
    • Dinner as the Most Important Meal of the Day
      • Changing dynamic of the "family dinner"
        • Table Levels of Agreement that "Dinner Is More Important than Breakfast or Lunch": By Household Composition, 2017
        • Table Selected Attitudes Toward Ingredients, Cooking, and Convenience Products: Households Overall vs. Households With or Without Children, 2017
    • Household Usage Rates for Selected Dinner Food Products
      • Frozen pizzas even more popular in family households
      • Families are key consumers for shelf-stable packaged dinners mixes
        • Table Usage Rates for Selected Dinner-Oriented Product Types Purchased at Higher Rates by Households with Children, 2017 (number and percent)
      • Families significantly over-index in use of frozen hot snacks
        • Table Usage Indexes for Selected Dinner-Oriented Product Types Purchased at Higher Rates by Households with Children: By Number of Children in Household, 2017
    • Usage Trends for Selected Kid-Friendly Dinner Foods
      • Frozen hot snacks
      • Shelf-stable packaged dinners, mixes and kits
      • Frozen pizza
  • Salty Snacks
    • Key Points
    • Salty Snacks as Household Favorites
      • Introduction
        • Table Selected Attitudes Toward Salty Snacking and Treats: Households Overall vs. Households With or Without Children, 2017
      • Popcorn and chips have strong reach among all households, particularly families
        • Table Usage Rates for Selected Salty Snack Product Types Purchased at Higher Rates by Households with Children, 2017 (number and percent)
      • Families significantly over-index in use of snack and trail mixes
        • Table Usage Indexes for Selected Salty Snack Product Types Purchased at Higher Rates by Households with Children: By Number of Children in Household, 2017
    • Usage Trends for Selected Kid-Friendly Salty Snack Categories
      • Snack and Trail Mixes
      • Pretzels
      • Chips
      • Popcorn products
  • Sweet Snacks
    • Key Points
    • Treat Appeal Supports Sweet Snacking
      • Nearly two-thirds often snack between meals
        • Table Selected Attitudes Toward Snacking and Sweets: Households Overall vs. Households With or Without Children, 2017
    • Home Sweet Snack Home
      • Cookies and kids just go together
        • Table Usage Rates for Selected Sweet Snack Product Types Purchased at Higher Rates by Households with Children, 2017 (number and percent)
      • Families significantly over-index in use of fruit snacks
        • Table Usage Indexes for Selected Sweet Snack Product Types Purchased at Higher Rates by Households with Children: By Number of Children in Household, 2017
    • Usage Trends for Selected Sweet Snack Categories
      • Cookies
      • Snack cakes
  • Produce
    • Key Points
    • Healthy Snacking Rooted in Produce Department
      • Fresh cut and single-serve
        • Table Selected Attitudes Toward Healthier Foods and Meal Preparation: Households Overall vs. Households With or Without Children, 2017
    • Household Penetration for Produce Products
      • Eat your fruits and veggies
        • Table Usage Rates for Selected Produce Product Types Purchased at Higher Rates by Households with Children, 2017 (number and percent)
      • Families skew higher in use of canned/jarred fruit
        • Table Usage Indexes for Selected Produce Product Types Purchased at Higher Rates by Households with Children: By Number of Children in Household, 2017
    • Usage Trends for Selected Vegetable and Fruit Categories
      • Fresh produce
      • Canned/jarred fruit
      • Canned/jarred veggies
  • Beverages
    • Key Points
    • Kid-Friendly Liquids and Powders
      • Juice as quintessential kids' beverage
        • Table Usage Rates for Selected Beverage Product Types Purchased at Higher Rates by Households with Children, 2017 (number and percent)
      • Families significantly over-index in use of powdered soft drinks
        • Table Usage Indexes for Selected Beverage Product Types Purchased at Higher Rates by Households with Children: By Number of Children in Household, 2017
    • Usage Trends for Selected Kid-Friendly Beverage Categories
      • Powdered soft drinks
      • Fruit juice/drinks

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