Kids Food and Beverage Market in the U.S

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					Kids Food and Beverage Market in the U.S.



Published: May 2011
No. of Pages: 252
Price: $ 3300




Many of the more than 43 million kids have become quite food savvy as a result of watching
TV cooking shows with their foodie parents and being exposed to new foods while traveling
and eating out. This has created both opportunities and challenges for developers and
marketers, as kids have become more willing to explore new foods, but at the same time
more discriminating when it comes to food selection. Marketers’ greatest concern used to
was the gatekeeper, who ultimately made the decision to purchase a product. But today,
the little foodies of the world expect more from what they are being served … more in terms
of presentation, taste, and quality.


Fact is, the kids’ food market is a broad and complex one, spanning numerous categories
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 three of these characteristics.
This is accomplished through formulation, packaging, and marketing.


There are a number of reasons why food marketers are developing products specifically for
the 2- to 12-year-old age group. For starters, this demographic represents about one-
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 loyalty begins.
These factors and more are influencing the $10 billion market for children’s food and
beverages.


Scope of Report
This 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 kids
market 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
The information contained in this report was obtained from primary and secondary research.
Primary research entailed consultations with food and beverage market sources and on-
site examination of retail venues. Secondary research included extensive Internet
canvassing and research- and data-gathering from relevant consumer business and trade
publications; company reports including annual reports, press releases, and investor
conference calls; company profiles in trade and consumer publications; government reports;
and other food and beverage market reports by Packaged Facts.


Our consumer demographics analysis draws primarily on data compiled by Experian
Simmons, New York. Each year, Experian Simmons surveys a large sample of consumers
about their personal and household buying habits. The results cited in this report are based
on the Spring 2010 survey (April 2009 to June 2010), and on a sample size of 23,572
adults, which represents approximately 115 million households. Of these households, 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 product introductions
are based on Product Launch Analytics, a Datamonitor service. Various sales estimates and
data pertaining to marketers of children’s food and beverage products are partially derived
from figures based on SymphonyIRI sales tracked through U.S. supermarkets and grocery
stores, drugstores, and mass merchandisers (including Target and Kmart, but excluding
Walmart) with annual sales of $2 million or more.


Market Insights: A Selection From The Report
Traditional vs. Better-for-You Shares
The $10 billion kids' market can also be broken down into traditional and better-for-you
products. Packaged Facts estimates that in 2010, 40%, or $4 billion of the kids' food
market, could be described as having some better-for-you element. This includes products
with claims such as "made with whole wheat" and "lower sugar." The other 60%, or $6
billion of products, are described as traditional. The primary sub-category that keeps the
traditional segment in the lead is ice cream/novelties. Even most fruit chews/gummies now
sport a "contains 100% of the Daily Value for vitamin C" claim, while about a half of aseptic
juice/fruit drinks are now described as "lower sugar." Packaged Facts anticipates that this
share of sales will flip-flop by 2015. [Figure 3-3]


"The Power of Protein at the Breakfast Table"
That's the phrase used to introduce the section of Sara Lee's 2010 annual report that is
devoted to the Jimmy Dean brand, which is named after the country singer and sausage
entrepreneur whose business the company acquired in the 1980s. Sara Lee describes the
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 $43 million for
the 52 weeks ending October 5, 2010 in channels tracked by SymphonyIRI; a total of $214
million in sales; and a 57% share of the breakfast hand-held category. And Frozen
Convenience Foods in the U.S. (Packaged Facts, December 2010) reports that Sara Lee also
leads the breakfast entrees category. Together, the Jimmy Dean products 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 Sara Lee's fortunes in the two categories
is that while it leads in frozen breakfast entrees, it completely dominates in frozen breakfast
hand-helds.


Where Consumers Buy Kids' Foods and Beverages
In terms of purchasing kids' foods, Packaged Facts estimates that the majority of America
shops traditional supermarkets (60%) followed by mass merchandisers (25%). However,
just as mainstream America shops a variety of retail outlets, so do parents purchasing kids'
foods. In fact, thanks to organic/natural/specialty foods stores' efforts to appeal to parents
with "more-healthful" kids' products, this outlet is giving more traditional venues some
serious competition when it comes to kids' foods. It controls 10% of the market.


Club stores have a mere 3% share of dollar sales of kids' foods, as offerings are mostly
limited 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 other
channels to carry many SKUS, if any. [Figure 6-4]


Table Of Contents


Chapter 1: Executive Summary
Introduction
Scope of Report
Report Methodology
What Makes a Food a Kids’ Food?
Retail Channels Covered
Why Target Kids?
The Regulatory Environment
The 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


Traditional vs. Better-for-You Shares
The 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”
Ian's Natural Foods Blazes Trail in Allergy-sensitive
Marketing 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 More
The 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 Sector
The Consumer
Kids’ Population Totals 43.4 Million
A Bunch of Little Foodies
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 2010


New 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 Note
Chapter 2: The Products


Key Points


Products Analyzed
Scope of Report
What Makes a Food a Kids’ Food?
Making the Cut
Candy Is a Treat, Not a Food for This Report
Foodservice Not a Focus
Retail Channels Covered
When Kids Started Getting Their Own Foods and Beverages
Products 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. 2015


Government 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 2010
Federal Regulations
The Regulatory Environment
Labeling Nomenclature
Provide the Facts: Nutritional Information Musts


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
Natural


Chapter 3: The Market


Key Points


Market 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
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,
2010
Figure 3-2: U.S. Kids’ Foods and Beverages, Dollar Sales and Percent Share by Category,
2010


Traditional vs. Better-for-You Shares


Figure 3-3: U.S. Kids’ Foods and Beverages, Percent Share by Better-for-You Description,
2010


The Beverage Business


Table 3-3: U.S. Kids’ Foods and Beverages: Beverages, by Dollar Sales and Percent Share,
2010
Figure 3-4: U.S. Kids’ Foods and Beverages: Beverages, by Percent Share of Dollar Sales,
2010
Table 3-4: U.S. Kids’ Foods and Beverages: Beverages, by Dollar Sales, 2005-2015 (in
millions of dollars)
Figure 3-5: U.S. Kids’ Foods and Beverages: Beverages, by Dollar Sales, 2005-2015 (in
millions of dollars)


It’s a Cold Cereal World for Kids


Table 3-5: U.S. Kids’ Foods and Beverages: Cereal, by Dollar Sales and Percent Share,
2010
Figure 3-6: U.S. Kids’ Foods and Beverages: Cereal, by Percent Share of Dollar Sales, 2010
Table 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 Kids


Table 3-7: U.S. Kids’ Foods and Beverages: Dairy Products, by Dollar Sales and Percent
Share, 2010
Figure 3-8: U.S. Kids’ Foods and Beverages: Dairy Products, by Percent Share of Dollar
Sales, 2010
Table 3-8: U.S. Kids’ Foods and Beverages: Dairy Products, by Dollar Sales, 2005-2015 (in
millions of dollars)
Figure 3-9: U.S. Kids’ Foods and Beverages: Dairy Products, by Dollar Sales, 2005-2015 (in
millions of dollars)


Frozen Foods Are All About Convenience


Table 3-9: U.S. Kids’ Foods and Beverages: Frozen Foods, by Dollar Sales and Percent
Share, 2010
Figure 3-10: U.S. Kids’ Foods and Beverages: Frozen Foods, by Percent Share of Dollar
Sales, 2010
Table 3-10: U.S. Kids’ Foods and Beverages: Frozen Foods, by Dollar Sales, 2005-2015 (in
millions of dollars)
Figure 3-11: U.S. Kids’ Foods and Beverages: Frozen Foods, by Dollar Sales, 2005-2015 (in
millions of dollars)


Shelf-Stable Meals Are All About Shapes
Table 3-11: U.S. Kids’ Foods and Beverages: Meals, Shelf-Stable, by Dollar Sales and
Percent Share, 2010
Figure 3-12: U.S. Kids’ Foods and Beverages: Meals, Shelf-Stable, by Percent Share of
Dollar Sales, 2010
Table 3-12: U.S. Kids’ Foods and Beverages: Meals, Shelf-Stable, by Dollar Sales, 2005-
2015 (in millions of dollars)
Figure 3-13: U.S. Kids’ Foods and Beverages: Meals, Shelf-Stable, by Dollar Sales, 2005-
2015 (in millions of dollars)


Opportunities with Fruits and Veggies


Table 3-13: U.S. Kids’ Foods and Beverages: Produce, by Dollar Sales and Percent Share,
2010
Figure 3-14: U.S. Kids’ Foods and Beverages: Produce, by Percent Share of Dollar Sales,
2010
Table 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 of dollars)


Snack Attack: Bars for Kids Are Driving Growth


Table 3-15: U.S. Kids’ Foods and Beverages: Snacks, Salty and Sweet, by Dollar Sales and
Percent Share, 2010
Figure 3-16: U.S. Kids’ Foods and Beverages: Snacks, Salty and Sweet, by Percent Share of
Dollar Sales, 2010
Table 3-16: U.S. Kids’ Foods and Beverages: Snacks, Salty and Sweet, by Dollar Sales,
2005-2015 (in millions of dollars)
Figure 3-17: U.S. Kids’ Foods and Beverages: Snacks, Salty and Sweet, by Dollar Sales,
2005-2015 (in millions of dollars)


The Other Category
Share of Market Changes Slightly in 2015


Table 3-17: U.S. Kids’ Foods and Beverages, Dollar Sales and Percent Share by Category,
2010 vs. 2015


Chapter 4: The Marketers


Key Points
Selection Criteria
General Mills Claims Leadership in Healthier Kids’ Cereals
A Powerhouse in Kids’ Cereal, Yogurt, and Fruit Snacks


Figure 4-1: Fruit Roll-Ups Simply Fruit Wildberry


Campbell 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 Crackers


ConAgra Encourages Kids to Play with Their Food
Kid Cuisine Offends the Prevention Institute


Figure 4-3: KC's Flip n' Dip Pancakes
Figure 4-4: Chef Boyardee Whole Grain ABC & 123 With Meatballs


Kazoozles Aside, Nestlé Focuses on Nutrition
A Truly Novel Novelty
Sara 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”
Jimmy D’s Protein-tastic Breakfast vs. Crabby, Slo-mo, Dimwit


Figure 4-5: Jimmy D's Breakfasts
Fresh & Easy Is a Committed “Green” Grocer


Figure 4-6: Fresh & Easy Goodness for Kids


Stonyfield Farm’s “Yo” Brands for Youngsters
Stonyfield Innovates With “Made from Plants” Yogurt Cup


Figure 4-7: Stonyfield Farms’ “Made from Plants” Yogurt Cups


Nature’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 Cookies


Ian's 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 Rings


Chapter 5: Marketing Overview


Key Points


Marketing Kids’ Foods
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 Ad


Marketing 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
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 More


Chapter 6: The Marketplace


Key Points


The Retail Marketplace
Retail Distribution Methods
Direct Delivery Advantages
The Cost of Face-To-Face Business
Advantages of Warehouse Delivery
Smaller Marketers Work through Brokers
Where 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:
Dollar Stores:
Drug Stores:
Ethnic Food Stores:
Natural/Organic/Specialty Foods Stores:
Limited Assortment Discount Store:
Supercenter:
Other:
Supermarket:


Supermarket Is the Most Frequented Channel


Table 6-1: Primary Store Channel Shopped, percent share, 2005-2010
Figure 6-1: Primary Store Channel Shopped, 2006-2010
Strategies for Saving on Food Purchases


Eating at Home
Shop at Secondary Stores
Switching Primary Stores
Money-Saving Tactics
Figure 6-2: Money-Saving Measures When Planning the Grocery Trip, 2006-2010
Figure 6-3: Economizing Behaviors Inside the Store, 2009-2010
Retailers Experience Tough Times
Differentiating to Attract Shoppers


Competing on Health and Wellness and Sustainability


Who Are the Leading Retailers?


Table 6-2: Top-20 U.S. Food and Beverage Retailers, by Dollar Sales and Store Count, 2009
(ranked by estimated annual ACV for supermarkets sales)


Where Consumers Buy Kids’ Foods and Beverages


Figure 6-4: U.S. Retail Sales of Kids’ Foods and Beverages, by Outlet, 2010


Analysis of Kids’ Foods in the Windy City


Table 6-3: Retail Price of Select Kids’ Beverages, by Marketer/Brand, Description/Product
Size, and Price/Retail Outlet, 2010
Table 6-4: Retail Price of Select Kids’ Cereals, by Marketer/Brand, Description/Product Size,
and Price/Retail Outlet, 2010
Table 6-5: Retail Price of Select Kids’ Dairy Products, by Marketer/Brand,
Description/Product Size, and Price/Retail Outlet, 2010
Table 6-6: Retail Price of Select Kids’ Boxed or Canned, by Marketer/Brand,
Description/Product Size, and Price/Retail Outlet, 2010
Table 6-7: Retail Price of Select Kids’ Frozen Foods, by Marketer/Brand, Description/Product
Size, and Price/Retail Outlet, 2010
Table 6-8: Retail Price of Select Kids’ Produce—Fresh and Shelf-Stable, by Marketer/Brand,
Description/Product Size, and Price/Retail Outlet, 2010
Table 6-9: Retail Price of Select Kids’ Snacks—Savory a nd Sweet, by Marketer/Brand,
Description/Product Size, and Price/Retail Outlet, 2010
Table 6-10: Retail Price of Select Kids’ Miscellaneous Foods, by Marketer/Brand,
Description/Product Size, and Price/Retail Outlet, 2010
Warehouse Clubs


Multi-Packs and Family-Size Products
Table 6-11: U.S. Kids’ Foods: Suggested Club-Store Prices of Selected Products, 2010


Private Label Offers Price Breaks
Safeway Leads in Private Label


Table 6-12: U.S. Kids’ Foods: Comparative Retail Price of 100% Juice in 6.75-ounce Shelf-
Stable Boxes, Private Label vs. Branded, 2010
Table 6-13: U.S. Kids’ Foods: Comparative Retail Price of Less-Sugar Juice in 6.75-ounce
Shelf-Stable Pouches, Private Label vs. Branded, 2010
Table 6-14: U.S. Kids’ Foods: Comparative Retail Price of Yogurt in 2.25-ounce Tubes,
Private Label vs. Branded, 2010
Table 6-15: U.S. Kids’ Foods: Comparative Retail Price of Macaroni & Cheese Shapes in 5.5-
ounce Box, Private Label vs. Branded, 2010


Private Label Players


Whole Foods Kills 365 Kids
Fresh & Easy Is All About Private Label


Retailers’ 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 Market


Foodservice 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 Machines


Chapter 7: The Consumer


Key Points


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
Use Characters on Nutrient-Rich Foods…Not Junk
What 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 2010


Simmons Consumer Survey
What the Numbers Say
Shopping Attitudes


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, 2010


Chapter 8: New Products and Trends


Key Points


Kids: 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
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 Appealing
New 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


Hain Celestial Is an Innovation Leader with Kids’ Foods
Smaller Players’ Innovations Typically Target Kids Only
First Functional Kids’ Bottled Water Now Available in Schools
Power Milks Formulated for Kids’ Needs


Figure 8-7: Mega Moo Milk


Snack Solutions
Crazy Condiment
Meals for the Family, Munchies for the Kids
Veggies Patties for Little Pitters
Peace of Mind with Peas of Mind


Figure 8-8: Peas of Mind


Private Label Thrives
Fresh & Easy Gets Good for Kids


Figure 8-9: fresh&easy Goodness


Trends in School Foodservice Programs
The Food Channel Makes Observations, Too
Other Noteworthy Roll Outs


Table 8-4: New Kids’ Foods in the U.S. Marketplace, 2009-2010
Figure 8-10: Wicked Sour
Figure 8-11: Gia Russa Kids
Figure 8-12: GoodHeart Steamable Kid’s Meals
Figure 8-13: Bake with Me!
Figure 8-14: DeBoles Kids Only Pasta
Figure 8-15: Jolie Ravioli
Figure 8-16: Kids Organic Frozen Meals
Figure 8-17: Eating Right Kids Cereal

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DOCUMENT INFO
Description: The results cited in this report are based on the Spring 2010 survey (April 2009 to June 2010), and on a sample size of 23,572 adults, which represents approximately 115 million households. Of these households, 22%, or 25,085, have children under the age of 12-years old.