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Kids Food and Beverage Market in the U.S.

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  • 1.    Get more info on this report!Kids Food and Beverage Market in the U.S.May 1, 2011Many of the more than 43 million kids have become quite food savvy as a result ofwatching TV cooking shows with their foodie parents and being exposed to new foodswhile traveling and eating out. This has created both opportunities and challenges fordevelopers and marketers, as kids have become more willing to explore new foods, butat the same time more discriminating when it comes to food selection. Marketers’greatest concern used to was the gatekeeper, who ultimately made the decision topurchase a product. But today, the little foodies of the world expect more from what theyare being served … more in terms of presentation, taste, and quality.Fact is, the kids’ food market is a broad and complex one, spanning numerouscategories and product segments. In Kids Food and Beverage Market in the U.S.,Packaged Facts qualifies a food as being a kids’ food when it has a taste kids love;nutrition kids need; or entertainment kids crave. Ideally the product possesses all threeof these characteristics. This is accomplished through formulation, packaging, andmarketing.There are a number of reasons why food marketers are developing products specificallyfor the 2- to 12-year-old age group. For starters, this demographic represents aboutone-seventh of the population. It is also the most influential demographic for marketers.Life-long dietary habits are established during this 10-year age span, and brand loyaltybegins. These factors and more are influencing the $10 billion market for children’s foodand beverages.Scope of ReportThis report focuses on retail-packaged food and beverage products, or simply foods,targeted to children in the 2- to 12-year-old age group. Packaged Facts divides the kidsmarket into three segments: • 2- to 5-year-olds, or preschoolers; • 6- to 9-year-olds, or younger kids; and • 10- to 12-year-olds, or tweens.Report Methodology
  • 2. The information contained in this report was obtained from primary and secondaryresearch. Primary research entailed consultations with food and beverage marketsources and on-site examination of retail venues. Secondary research includedextensive Internet canvassing and research- and data-gathering from relevantconsumer business and trade publications; company reports including annual reports,press releases, and investor conference calls; company profiles in trade and consumerpublications; government reports; and other food and beverage market reports byPackaged Facts.Our consumer demographics analysis draws primarily on data compiled by ExperianSimmons, New York. Each year, Experian Simmons surveys a large sample ofconsumers about their personal and household buying habits. The results cited in thisreport are based on the Spring 2010 survey (April 2009 to June 2010), and on a samplesize of 23,572 adults, which represents approximately 115 million households. Of thesehouseholds, 22%, or 25,085, have children under the age of 12-years old.Additionally, data from the National Health and Nutrition Examination Survey (NHANES)provides insight into children and the obesity epidemic. Data on new productintroductions are based on Product Launch Analytics, a Datamonitor service. Varioussales estimates and data pertaining to marketers of children’s food and beverageproducts are partially derived from figures based on SymphonyIRI sales tracked throughU.S. supermarkets and grocery stores, drugstores, and mass merchandisers (includingTarget and Kmart, but excluding Walmart) with annual sales of $2 million or more.Additional InformationMarket Insights: A Selection From The ReportTraditional vs. Better-for-You SharesThe $10 billion kids market can also be broken down into traditional and better-for-youproducts. Packaged Facts estimates that in 2010, 40%, or $4 billion of the kids foodmarket, could be described as having some better-for-you element. This includesproducts with claims such as "made with whole wheat" and "lower sugar." The other60%, or $6 billion of products, are described as traditional. The primary sub-categorythat keeps the traditional segment in the lead is ice cream/novelties. Even most fruitchews/gummies now sport a "contains 100% of the Daily Value for vitamin C" claim,while about a half of asepticjuice/fruit drinks are now described as "lower sugar." Packaged Facts anticipates thatthis share of sales will flip-flop by 2015. [Figure 3-3]"The Power of Protein at the Breakfast Table"
  • 3. Thats the phrase used to introduce the section of Sara Lees 2010 annual report that isdevoted to the Jimmy Dean brand, which is named after the country singer and sausageentrepreneur whose business the company acquired in the 1980s. Sara Lee describesthe brand as a "protein breakfast platform."According to Packaged Facts Frozen Foods in the U.S., 3rd Edition (January 2011),Jimmy Dean corners the breakfast hand-held market, with a year-over-year gain of $43million for the 52 weeks ending October 5, 2010 in channels tracked by SymphonyIRI; atotal of $214 million in sales; and a 57% share of the breakfast hand-held category. AndFrozen Convenience Foods in the U.S. (Packaged Facts, December 2010) reports thatSara Lee also leads the breakfast entrees category. Together, the Jimmy Deanproducts grew 5% in the 52 weeks ending July 11, 2010 to reach sales of $133 million.That constituted a 35% share of breakfast entrees. The main difference between SaraLees fortunes in the two categories is that while it leads in frozen breakfast entrees, itcompletely dominates in frozen breakfast hand-helds.Where Consumers Buy Kids Foods and BeveragesIn terms of purchasing kids foods, Packaged Facts estimates that the majority ofAmerica shops traditional supermarkets (60%) followed by mass merchandisers (25%).However, just as mainstream America shops a variety of retail outlets, so do parentspurchasing kids foods. In fact, thanks to organic/natural/specialty foods stores efforts toappeal to parents with "more-healthful" kids products, this outlet is giving moretraditional venues some serious competition when it comes to kids foods. It controls10% of the market.Club stores have a mere 3% share of dollar sales of kids foods, as offerings are mostlylimited to juice boxes and some snacks. All other channels make up the remaining 2%share.Kids foods, as defined in this report, are often too segmented for many of these otherchannels to carry many SKUS, if any. [Figure 6-4]View Table of Contents »More General Food Reports by Packaged FactsTrends in U.S. Military and Correctional Facility Food and Foodservice by PackagedFactsFor food and foodservice manufacturers, suppliers and operators, speaking thelanguage of the military is big business, which Packaged Facts’ Trends in U.S. MilitaryFood ...Trends in U.S. Corporate Foodservice by Packaged FactsPackaged Facts forecasts that corporate foodservice sales will drop more than 6%during 2011-12, driven primarily by continued high unemployment, restaurant
  • 4. encroachment into the corporate ... Trends in U.S. Hospital, Nursing Home and Residential Facility Foodservice by Packaged Facts The future of hospital & nursing and residential care foodservice is bright, with foodservice hospital & nursing and residential care expenditures reaching $34.0 billion in ... The Education Foodservice Market in the U.S.: Elementary, Secondary and Higher Education by Packaged Facts With restaurant foodservice sales generally under pressure, education foodservice sales remain a bright spot: Packaged Facts forecasts education foodservice sales at primary, secondary, and postsecondary ... Food Flavors and Ingredients Outlook 2011, 8th Edition by Packaged Facts The super slow and seemingly jobless recovery that defined 2010 will linger in 2011, further hampered by food inflation. Concurrently, addressing America’s obesity epidemic ... TABLE OF CONTENTSChapter 1: Executive SummaryIntroduction Scope of Report Report Methodology What Makes a Food a Kids’ Food? Retail Channels Covered Why Target Kids? The Regulatory EnvironmentThe Market A Conservative Assessment: 2010 Sales Hit $10 Billion Table 1-1: Total U.S. Sales of Kids’ Foods and Beverages, 2005-2015 (in millions of dollars) Kids’ Market Broken Down Into 7 Categories, Plus “Other” Figure 1-1: U.S. Kids’ Foods and Beverages, Dollar Sales and Percent Share by Category, 2010
  • 5. Traditional vs. Better-for-You SharesThe Marketers General Mills Is a Market Powerhouse Campbell Soup Shakes the Salt ConAgra Encourages Kids to Play with Their Food Nestlé Focuses on Nutrition Sara Lee Gets to the Meat of the Matter Fresh & Easy Is a Committed “Green” Grocer Stonyfield Farm’s “Yo” Brands for Youngsters Nature’s Path Grows a Business From the (Organic) Ground Up Annie’s Helps You “Eat Responsibly, Act Responsibly” Ians Natural Foods Blazes Trail in Allergy-sensitiveMarketing Overview Food Advertising to Kids in the 21st Century Many Options on How to Reach Kids Marketing to Kids Kids Advertising Reaching Kids via Online Games, Texting, and MoreThe Marketplace The New Food Shopper Where Consumers Buy Kids’ Foods and Beverages Figure 1-2: U.S. Retail Sales of Kids’ Foods and Beverages, by Outlet, 2010 Safeway Leads in the Private Label Kids’ Food SectorThe Consumer Kids’ Population Totals 43.4 Million A Bunch of Little Foodies
  • 6. Younger Kids’ Population to Experience Below-Average Growth Table 1-2: Select Age Group Projections, 2010 vs. 2015 Number of Hispanics Under Age 14 to increase 14% by 2015 Table 1-3: Change in Population of Kids Under the Age of 14, by Race and Hispanic Origin, 2010 vs. 2015 (in thousands) The Prevalence of Obesity Among Today’s Kids Figure 1-3: Prevalence of Overweight Children, Ages 6 to 11, by gender, 1963-2004 Parents Will Choose Natural for Their Kids Organic Reigns with Parents, Too What Parents Will Buy For Their Kids Table 1-4: Percent of Adults Who Purchased Select Kids’ Foods, Fall 2010 The Impact of the Recession on Kids’ Food Purchases Table 1-5: How the Recession Has Impacted Purchases, Fall 2010New Products and Trends Unique Nutritional Needs Drive Innovation Kids’ Foods and Beverages Are Booming Table 1-6: Total Number of Product Lines and SKUs Introduced to the U.S. Marketplace Targeted to Kids, 2005-2010 Single-Serving Is the Leading Claim Ingredients to NoteChapter 2: The Products Key PointsProducts Analyzed Scope of Report What Makes a Food a Kids’ Food? Making the Cut Candy Is a Treat, Not a Food for This Report
  • 7. Foodservice Not a Focus Retail Channels Covered When Kids Started Getting Their Own Foods and BeveragesProducts for Kids Why Target Kids? Kids Population Totals 43 Million Table 2-1: Size of Kids Population as Percent of Total U.S. Population, 2008 Table 2-2: Size of Kids Population by Single Year of Age, 2- to 12-year-olds, 2008 Kids Population to Remain Steady Table 2-3: Selected Age Groups as Percent of Total Population, 2010 vs. 2015Government Influence on Kids’ Products Around One-Third of These Kids Are Overweight or Obese White House Task Force on Childhood Obesity The Task Force Report Exploring the Five Areas of the Task Force Report Getting Children a Healthy Start on Life Empowering Parents and Caregivers Providing Healthy Food in Schools Improving Access to Healthy, Affordable Food Getting Children More Physically Active Next Steps for Federal Agencies The Healthy, Hunger-Free Kids Act of 2010Federal Regulations The Regulatory Environment Labeling Nomenclature Provide the Facts: Nutritional Information Musts
  • 8. Products Exempt from Nutrition Labeling Nutrition Regulations in Foodservice FDA Calls On Food Industry to Correct Labeling Violations Table 2-4: Kids’ Products Receiving FDA Labeling Violation Letters Kellogg to Pay Millions in Kids’ Attention Class Action Settlement Health, Nutrient Content, and Structure/Function Claims Significant Scientific Agreement Health Claims Qualified Health Claims Nutrient Content Claims Structure/Function Claims Labeling Allergens Marketing Label Claims Fat Content Locally Produced Organic No Added Hormones Omega-3 Fatty Acids Healthy NaturalChapter 3: The Market Key PointsMarket Size: Yesterday, Today and Tomorrow A Conservative Assessment: 2010 Sales Hit $10 Billion Table 3-1: Total U.S. Sales of Kids’ Foods and Beverages, 2005-2015 (in millions of dollars) Figure 3-1: Total U.S. Sales of Kids’ Foods and Beverages, 2005-2015 (in millions of dollars)Market Composition
  • 9. Kids’ Market Broken Down Into 7 Categories, Plus “Other”Table 3-2: U.S. Kids’ Foods and Beverages, Dollar Sales and Percent Share by Category, 2010Figure 3-2: U.S. Kids’ Foods and Beverages, Dollar Sales and Percent Share by Category, 2010Traditional vs. Better-for-You SharesFigure 3-3: U.S. Kids’ Foods and Beverages, Percent Share by Better-for-You Description, 2010The Beverage BusinessTable 3-3: U.S. Kids’ Foods and Beverages: Beverages, by Dollar Sales and Percent Share, 2010Figure 3-4: U.S. Kids’ Foods and Beverages: Beverages, by Percent Share of Dollar Sales, 2010Table 3-4: U.S. Kids’ Foods and Beverages: Beverages, by Dollar Sales, 2005-2015 (in millions ofdollars)Figure 3-5: U.S. Kids’ Foods and Beverages: Beverages, by Dollar Sales, 2005-2015 (in millions ofdollars)It’s a Cold Cereal World for KidsTable 3-5: U.S. Kids’ Foods and Beverages: Cereal, by Dollar Sales and Percent Share, 2010Figure 3-6: U.S. Kids’ Foods and Beverages: Cereal, by Percent Share of Dollar Sales, 2010Table 3-6: U.S. Kids’ Foods and Beverages: Cereal, by Dollar Sales, 2005-2015 (in millions of dollars)Figure 3-7: U.S. Kids’ Foods and Beverages: Cereal, by Dollar Sales, 2005-2015 (in millions of dollars)Dairy Is a Natural for KidsTable 3-7: U.S. Kids’ Foods and Beverages: Dairy Products, by Dollar Sales and Percent Share, 2010Figure 3-8: U.S. Kids’ Foods and Beverages: Dairy Products, by Percent Share of Dollar Sales, 2010Table 3-8: U.S. Kids’ Foods and Beverages: Dairy Products, by Dollar Sales, 2005-2015 (in millions ofdollars)Figure 3-9: U.S. Kids’ Foods and Beverages: Dairy Products, by Dollar Sales, 2005-2015 (in millions ofdollars)Frozen Foods Are All About ConvenienceTable 3-9: U.S. Kids’ Foods and Beverages: Frozen Foods, by Dollar Sales and Percent Share, 2010Figure 3-10: U.S. Kids’ Foods and Beverages: Frozen Foods, by Percent Share of Dollar Sales, 2010Table 3-10: U.S. Kids’ Foods and Beverages: Frozen Foods, by Dollar Sales, 2005-2015 (in millions of
  • 10. dollars)Figure 3-11: U.S. Kids’ Foods and Beverages: Frozen Foods, by Dollar Sales, 2005-2015 (in millions ofdollars)Shelf-Stable Meals Are All About ShapesTable 3-11: U.S. Kids’ Foods and Beverages: Meals, Shelf-Stable, by Dollar Sales and Percent Share,2010Figure 3-12: U.S. Kids’ Foods and Beverages: Meals, Shelf-Stable, by Percent Share of Dollar Sales,2010Table 3-12: U.S. Kids’ Foods and Beverages: Meals, Shelf-Stable, by Dollar Sales, 2005-2015 (inmillions of dollars)Figure 3-13: U.S. Kids’ Foods and Beverages: Meals, Shelf-Stable, by Dollar Sales, 2005-2015 (inmillions of dollars)Opportunities with Fruits and VeggiesTable 3-13: U.S. Kids’ Foods and Beverages: Produce, by Dollar Sales and Percent Share, 2010Figure 3-14: U.S. Kids’ Foods and Beverages: Produce, by Percent Share of Dollar Sales, 2010Table 3-14: U.S. Kids’ Foods and Beverages: Produce, by Dollar Sales, 2005-2015 (in millions of dollars)Figure 3-15: U.S. Kids’ Foods and Beverages: Produce, by Dollar Sales, 2005-2015 (in millions ofdollars)Snack Attack: Bars for Kids Are Driving GrowthTable 3-15: U.S. Kids’ Foods and Beverages: Snacks, Salty and Sweet, by Dollar Sales and PercentShare, 2010Figure 3-16: U.S. Kids’ Foods and Beverages: Snacks, Salty and Sweet, by Percent Share of DollarSales, 2010Table 3-16: U.S. Kids’ Foods and Beverages: Snacks, Salty and Sweet, by Dollar Sales, 2005-2015 (inmillions of dollars)Figure 3-17: U.S. Kids’ Foods and Beverages: Snacks, Salty and Sweet, by Dollar Sales, 2005-2015 (inmillions of dollars)The Other CategoryShare of Market Changes Slightly in 2015Table 3-17: U.S. Kids’ Foods and Beverages, Dollar Sales and Percent Share by Category, 2010 vs.2015
  • 11. Chapter 4: The Marketers Key PointsSelection CriteriaGeneral Mills Claims Leadership in Healthier Kids’ Cereals A Powerhouse in Kids’ Cereal, Yogurt, and Fruit Snacks Figure 4-1: Fruit Roll-Ups Simply Fruit WildberryCampbell Soup Shakes the Salt A Distinguished Tradition of Promoting Kids’ Health and Well-being Soup Sales Are Lukewarm… Table 4-1: Campbell Soup Company, Net Sales By Reportable Segment, 2010 vs. 2009 (in millions of dollars) Table 4-2: Select Campbell Products by SymphonyIRI-Tracked Sales, Soup and Canned Pasta (52 Weeks Ending Oct 3, 2010 vs. Year-Ago Sales) … But Pepperidge Farm Performs Swimmingly Table 4-3: Select Pepperidge Farm Goldfish Products by SymphonyIRI-Tracked Sales (52 Weeks Ending Oct 3, 2010 vs. Year-Ago Sales) Condensed Soups: “Great taste, new look, easier to find.” Figure 4-2: Pepperidge Farm Goldfish Colors Neon CrackersConAgra Encourages Kids to Play with Their Food Kid Cuisine Offends the Prevention Institute Figure 4-3: KCs Flip n Dip Pancakes Figure 4-4: Chef Boyardee Whole Grain ABC & 123 With MeatballsKazoozles Aside, Nestlé Focuses on Nutrition A Truly Novel NoveltySara Lee Gets to the Meat of the Matter Table 4-4: Top Marketers and Brands of Kids’ Bread by SymphonyIRI-Tracked Sales 52 Weeks Ending Oct 3, 2010 vs. Year-Ago Sales “The Power of Protein at the Breakfast Table”
  • 12. Jimmy D’s Protein-tastic Breakfast vs. Crabby, Slo-mo, Dimwit Figure 4-5: Jimmy Ds BreakfastsFresh & Easy Is a Committed “Green” Grocer Figure 4-6: Fresh & Easy Goodness for KidsStonyfield Farm’s “Yo” Brands for Youngsters Stonyfield Innovates With “Made from Plants” Yogurt Cup Figure 4-7: Stonyfield Farms’ “Made from Plants” Yogurt CupsNature’s Path Grows a Business From the (Organic) Ground Up Annie’s Helps You Eat Responsibly, Act Responsibly Quality Is Guaranteed by Bernie, Rabbit of Approval Monitored Sales Are Small, but Strong Table 4-5: Select Annie’s Homegrown Products by SymphonyIRITracked Sales, by Category and Product (52 Weeks Ending Oct 3, 2010 vs. Year-Ago Sales) Annie’s Welcomes the Year of the Rabbit Figure 4-8: Annie’s Organic Honey Wheat Pretzel Bunnies and Gluten Free SnickerDoodle Bunny CookiesIans Natural Foods Blazes Trail in Allergy-sensitive Expansion: An Acquisition… … and a Merger An Emerging Retail Presence Table 4-6: Select Ian’s Natural Foods Products by SymphonyIRI-Tracked Sales, by Category: 52 Weeks Ending Oct 3, 2010 vs. Year-Ago Sales An Uncommon Onion Ring and Other Innovations Figure 4-9: Ian’s Gluten-Free Crispy Golden Battered Onion RingsChapter 5: Marketing Overview Key PointsMarketing Kids’ Foods
  • 13. Food Advertising to Kids in the 21st Century Many Options on How to Reach Kids Background on Marketing to Kids Voluntary Presents the Problem Groups Take Action Kids Advertising Initiative Launched Study Shows Characters Influence Kids, So Do Limit Their Use Sample Ads Table 5-1: Advertising Initiative Participants Advertising to Kids and the Foods Approved for Advertising, 2010 Figure 5-1: Lunchables Ad Figure 5-2: Kid Cuisine Ad Figure 5-3: Campbell’s Healthy Kids Soup Ad Figure 5-4: PediaSure Ad Figure 5-5: Stonyfield YoBaby AdMarketing Action Plans Action Occurs in 2010, Hopefully Policy Implemented in 2011 Proposing Strict Nutrition Standards on Foods Marketed to Children CSPI Threatens to Sue McDonald’s Research Says Toys Are Not the Driver to Eat at McDonald’s Kids’ Meals in San Fran Stay Happy CSPI’s Next Steps Details on the Interagency Document Standard I: Foods Exempt from Standards II and III Standard II: Meaningful Contribution to a Healthful Diet Standard III: Nutrients to Limit
  • 14. Why the Delay on the Guidelines? FTC Might Not Be Able to Enforce but It Can Get Tough FTC Gets Nestlé to Drop Deceptive Claims Kellogg to Pay Millions in Kids’ Attention Class Action Settlement FTC Subpoenas 44 Companies Table 5-2: Marketers Receiving FTC Subpoenas, 2010 Don’t Expect FTC to Quiet Down Efforts Are Slowly Paying Off Reaching Kids via Online Games, Texting, and MoreChapter 6: The Marketplace Key PointsThe Retail Marketplace Retail Distribution Methods Direct Delivery Advantages The Cost of Face-To-Face Business Advantages of Warehouse Delivery Smaller Marketers Work through BrokersWhere Consumers Shop The New Food Shopper Methodology Shopping Options Are Plentiful So Where Are Consumers Shopping? Different Types of Retail Outlets Club Stores: Convenience Stores (C-stores): Discount Stores:
  • 15. Dollar Stores:Drug Stores:Ethnic Food Stores:Natural/Organic/Specialty Foods Stores:Limited Assortment Discount Store:Supercenter:Other:Supermarket:Supermarket Is the Most Frequented ChannelTable 6-1: Primary Store Channel Shopped, percent share, 2005-2010Figure 6-1: Primary Store Channel Shopped, 2006-2010Strategies for Saving on Food PurchasesEating at HomeShop at Secondary StoresSwitching Primary StoresMoney-Saving TacticsFigure 6-2: Money-Saving Measures When Planning the Grocery Trip, 2006-2010Figure 6-3: Economizing Behaviors Inside the Store, 2009-2010Retailers Experience Tough TimesDifferentiating to Attract ShoppersCompeting on Health and Wellness and SustainabilityWho Are the Leading Retailers?Table 6-2: Top-20 U.S. Food and Beverage Retailers, by Dollar Sales and Store Count, 2009 (ranked byestimated annual ACV for supermarkets sales)Where Consumers Buy Kids’ Foods and BeveragesFigure 6-4: U.S. Retail Sales of Kids’ Foods and Beverages, by Outlet, 2010
  • 16. Analysis of Kids’ Foods in the Windy CityTable 6-3: Retail Price of Select Kids’ Beverages, by Marketer/Brand, Description/Product Size, andPrice/Retail Outlet, 2010Table 6-4: Retail Price of Select Kids’ Cereals, by Marketer/Brand, Description/Product Size, andPrice/Retail Outlet, 2010Table 6-5: Retail Price of Select Kids’ Dairy Products, by Marketer/Brand, Description/Product Size, andPrice/Retail Outlet, 2010Table 6-6: Retail Price of Select Kids’ Boxed or Canned, by Marketer/Brand, Description/Product Size,and Price/Retail Outlet, 2010Table 6-7: Retail Price of Select Kids’ Frozen Foods, by Marketer/Brand, Description/Product Size, andPrice/Retail Outlet, 2010Table 6-8: Retail Price of Select Kids’ Produce—Fresh and Shelf-Stable, by Marketer/Brand,Description/Product Size, and Price/Retail Outlet, 2010Table 6-9: Retail Price of Select Kids’ Snacks—Savory a nd Sweet, by Marketer/Brand,Description/Product Size, and Price/Retail Outlet, 2010Table 6-10: Retail Price of Select Kids’ Miscellaneous Foods, by Marketer/Brand, Description/ProductSize, and Price/Retail Outlet, 2010Warehouse ClubsMulti-Packs and Family-Size ProductsTable 6-11: U.S. Kids’ Foods: Suggested Club-Store Prices of Selected Products, 2010Private Label Offers Price BreaksSafeway Leads in Private LabelTable 6-12: U.S. Kids’ Foods: Comparative Retail Price of 100% Juice in 6.75-ounce Shelf-Stable Boxes,Private Label vs. Branded, 2010Table 6-13: U.S. Kids’ Foods: Comparative Retail Price of Less-Sugar Juice in 6.75-ounce Shelf-StablePouches, Private Label vs. Branded, 2010Table 6-14: U.S. Kids’ Foods: Comparative Retail Price of Yogurt in 2.25-ounce Tubes, Private Label vs.Branded, 2010Table 6-15: U.S. Kids’ Foods: Comparative Retail Price of Macaroni & Cheese Shapes in 5.5-ounce Box,Private Label vs. Branded, 2010Private Label Players
  • 17. Whole Foods Kills 365 Kids Fresh & Easy Is All About Private LabelRetailers’ Efforts in Marketing to Kids Kids Have the Power to Increase Retailers’ Profits Kids’ Food Marketers Are Attracted to Kid-Friendly Stores Babyzone.com’s Retailer Report Card Albertsons Andronico’s Giant Eagle Harris Teeter Hy-Vee Publix Raley’s Wegman’s Weis Markets Whole Foods MarketFoodservice Overview First Lady Asks Restaurants to Help Kids Eat Better School Foodservice Cleans Up Its Act Better Beef, and More Schwan’s Reduces Sodium in Pizza Tyson’s All-in-One Asian Chicken Vending Machine Program Offers Better-for-You Choices Incentive to Install MachinesChapter 7: The Consumer Key Points
  • 18. Demographic Details Kids’ Population Totals 43.4 Million Table 7-1: Size of Kids Population by Single Year of Age, 2- to 12-year-olds, 2008 Table 7-2: Kids as Percent of Total U.S. Population, 2008 A Bunch of Little Foodies Palates Mature Boys Predominate in Kids’ Population Table 7-3: Percent of Males and Females by Selected Age Groups, 2009 Younger Kids’ Population to Experience Below-Average Growth Table 7-4: Select Age Group Projections, 2010 vs. 2015 Table 7-5: Selected Age Group Projections as Percent of Total Population, 2010 vs. 2015 Non-Hispanic White Kids Are More than Half of Kids’ Population Table 7-6: Population of 2- to 12-Year-Olds by Race and Hispanic Origin, 2008 (in thousands) Table 7-7: Change in Population of Kids Under the Age of 14, by Race and Hispanic Origin, 2010 vs. 2015 (in thousands)The Obesity Epidemic The Prevalence of Obesity Among Today’s Kids Figure 7-1: Prevalence of Overweight Children, Ages 6 to 11, by gender, 1963-2004 Something Had to Be Done Sources of Empty Calories Behaviors Differences in Homes With and Without Overweight Kids Healthy-Weight Homes Shop Certain Channels Less Frequently What’s in the Fridge and on the Table Understanding Parents’ Knowledge of Nutrition Parents Rank Other Behaviors Above Attention to Calories Top Messages that Parents Say Would Change Their Behavior
  • 19. Use Characters on Nutrient-Rich Foods…Not JunkWhat Kids Want What Motivates Kids When It Comes to Food Kids Want Fun Ingredients Added to Their Foods How Appearance Appeals to Kids Gender Preferences with Graphics And When It Comes to Breakfast Cereal…According to Their Parents Kids Are Eating More Fruits and Veggies Foodservice Produce Trends Parents Will Choose Natural for Their Kids Organic Reigns with Parents, Too Key Findings A Natural Choice: 100% Fruit Juice Not Natural, But OK for Some Parents: No-Calorie Sweeteners What Parents Will Buy For Their Kids Table 7-8: Percent of Adults Who Purchased Select Kids’ Foods, Fall 2010 The Impact of the Recession on Kids’ Food Purchases Table 7-9: How the Recession Has Impacted Purchases, Fall 2010 Where Parents Will Shop For Kids’ Foods Table 7-10: Percent of Adults Who Shop Select Retail Channels for Kids’ Foods, Fall 2010 Parents’ Opinions of Kids’ Foods Table 7-11: Parents’ Opinions of Kids’ Foods, Fall 2010Simmons Consumer Survey What the Numbers Say Shopping Attitudes
  • 20. Table 7-12: Attitudes on Shopping with Kids, by percent, 2006-2010 Are Kids’ Foods Really Kids’ Foods? Frozen Foods Table 7-13: Percent of U.S. Households Using Select Frozen Foods, 2010 Grain-Based Products Table 7-14: Percent of U.S. Households Using Select Grain-Based Products, 2010 Yogurt Table 7-15: Percent of U.S. Households Using Yogurt Products, 2010Chapter 8: New Products and Trends Key PointsKids: A Product Development Opportunity Unique Nutritional Needs Drive Innovation Kids’ Foods and Beverages Are Booming Table 8-1: Total Number of Product Lines and SKUs Introduced to the U.S. Marketplace Targeted to Kids, 2005-2010 Products Sport Many Tags and Claims Single-Serving Is the Leading Claim A Note on Natural and Organic Table 8-2: Total Number of Product Lines Introduced to the U.S. Marketplace Targeted to Kids, by Tag or Claim on Packages, 2005-2010 Table 8-3: Top-10 Tags or Claims on U.S. Foods and Beverages Targeted to Kids, 2005-2010 Ingredients to Note The Rice Krispies Fiasco In-Demand Nutrients for Growing Children Fortification and Formulation Challenges Formulating Healthier Kids’ Beverages Opportunities to Improve Hydration
  • 21. Milk as a Beverage Base Dairy Ingredients Have Many Applications School Milk Reformulating Watch out Apple, Kids Get the Beet Moms Say Make Produce More AppealingNew Product Introductions From Breakfast to Late-Night Snack Powerhouse Players Perdue Rolls Out Whole Grain Chicken Nuggets Lunchables Get a Makeover Figure 8-1: Lunchables—Chicken Strips Kraft Is Committed to Improvement Campbell Soup Reduces Sodium General Mills Give 25% of Its Products a Nutrition Makeover Some Large Marketers Recognize Opportunity in Kids-Only Market Jimmy Dean Cooks Up Kids’ Breakfast Line Disney and Beech-Nut Roll Out Winnie the Pooh Foods Figure 8-2: Beech-Nut Disney Greek Yogurt Maker Goes After Kids’ Market Figure 8-3: Chobani Champions Complete Yogurt Meals Figure 8-4: YoBaby 3 in 1 Meals Outrageous Pudding Formulated for Kids Figure 8-5: Cowrageous Pudding Kids’ Belly’s Best Friend Figure 8-6: GoodBelly Kids
  • 22. Hain Celestial Is an Innovation Leader with Kids’ FoodsSmaller Players’ Innovations Typically Target Kids OnlyFirst Functional Kids’ Bottled Water Now Available in SchoolsPower Milks Formulated for Kids’ NeedsFigure 8-7: Mega Moo MilkSnack SolutionsCrazy CondimentMeals for the Family, Munchies for the KidsVeggies Patties for Little PittersPeace of Mind with Peas of MindFigure 8-8: Peas of MindPrivate Label ThrivesFresh & Easy Gets Good for KidsFigure 8-9: fresh&easy GoodnessTrends in School Foodservice ProgramsThe Food Channel Makes Observations, TooOther Noteworthy Roll OutsTable 8-4: New Kids’ Foods in the U.S. Marketplace, 2009-2010Figure 8-10: Wicked SourFigure 8-11: Gia Russa KidsFigure 8-12: GoodHeart Steamable Kid’s MealsFigure 8-13: Bake with Me!Figure 8-14: DeBoles Kids Only PastaFigure 8-15: Jolie RavioliFigure 8-16: Kids Organic Frozen MealsFigure 8-17: Eating Right Kids Cereal
  • 23. Available immediately for Online Download athttp://www.marketresearch.com/product/display.asp?productid=2706876   US: 800.298.5699UK +44.207.256.3920Intl: +1.240.747.3093Fax: 240.747.3004