米国における子供向けスナックの市場

Abstract

This report explores the realm of kids' snacks, creating an extensive analysis beyond what kids are snacking on. Mintel discusses insight and opportunities in the market in the context of what makes snacks appealing to kids and parents. Opportunities are also revealed by studying the different approaches suppliers and brands take to reach their core users.

You will find thoughtful discussion in topics that include:

• A foundation in the basics: The types of foods kids snack on, how frequently they snack, and their thoughts on snacks
• What parents think about when they choose snacks for their kids
• How shifts in the child population affect the market
• Rising child obesity, and the effect it has on kids' snack foods
• The present and future impact of government broad-based actions for wellness education
• How the major players position their brands, and to what degree are they seeking "conversation" with kids and parents
• Why and how marketers are spending more money targeting kids
• The potential for foodservice to carve a niche in kids snacking

Kids' snacking is defined as snacks that are specifically promoted to, or generally consumed by, children aged 6 to 11. Mintel divides kids' snacks into four categories: healthy, sweet, salty and savory.

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Data sources and methodology
• Consumer survey data
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• All kids snack, but age and gender impact types eaten
• Healthy snacks--parents seek out options that kids will eat
• Savory snacks--bucking the small portion trend
• Salty snacks--chips are popular, but crackers may have greater reach
• Sweet snacks--diverse marketing and brand focus in sub-segments
• Kids want snacks that focus on fun (sometimes more important than taste)
• Factors influencing kids snacks
• Brand qualities--how brands are positioned
• Innovation relies more on tried and true tactics than exploring new ground
• Marketing kids snacks
• Kids' snacking habits
• How kids choose snacks
• How parents choose kids' snacks
• All Kids Snack
  • Figure 1: Incidence of snacking between meals, December 2007
• Foods Eaten as Snacks
• Key points
• The juxtaposition of healthy snacks versus junk food snacks evident in kids' snack choices
  • Figure 2: Foods eaten as snacks, December 2007
• Snack choices vary by gender and age
  • Figure 3: Foods eaten as snacks, by gender and age, December 2007
• Healthy Snacks
• Key points
• Among healthy snacks eaten, fresh fruit offers greatest appeal
• Healthy-positioned snacks favored by kids, questioned by parents
• Fruit snacks
• Yogurt
• Cereal bars
• Portion-control packaging implies healthy snack
  • Figure 4: Healthy foods eaten as snacks, December 2007
• Savory Snacks
• Key points
• Savory snacks are typically used as an after-school snack
  • Figure 5: Ways/times in which kids/teens eat frozen snacks, July 2007
• Brands focus on young consumers, eating on the go, and helping children help themselves prepare snacks
  • Figure 6: Savory foods eaten as snacks, December 2007
• Salty Snacks
• Key points
• Salty snacks are among kids' favorite snack foods
• Chips: unhealthy but a universal favorite--growth in BFY offerings
• Popcorn: more nutritious options but less convenient
• Crackers: marrying health, convenience, and child appeal
  • Figure 7: Salty snacks used by kids aged 6-11, Spring 2007
• Sweet Snacks
• Key points
• Sweet snacks are an integral part of children' s snacking habits
  • Figure 8: Kids' attitudes towards food, Fall 2005 and Spring 2007
• Cookies: widespread use of portion-control packages and character licensing
• Snack cakes: relying on shapes and characters to retain child-appeal
• Pudding/gelatin: category players have less focus on kids
  • Figure 9: Sweet snacks used by kids aged 6-11, Spring 2007
• What Makes Snacks Fun
• Key points
• Kids like characters
  • Figure 10: What makes snacks fun, December 2007
• Younger kids favor characters, while older kids like unusual flavors
  • Figure 11: What makes snacks fun, by gender and age, December 2007
• Market Factors
• America' s population of its most fervent snackers is on the rise
  • Figure 12: U.S. population projections of kids, by age, 2003-13
  • Figure 13: Incidence of snacking between meals, by age, December 2007
• Kids continue to battle the bulge
  • Figure 14: Attributes important to choosing snack for kids, December 2007
• Broad-based government action targets adults and kids alike
• Marketers are spending more to attract child consumers
• Foodservice vying for its share of the snack market
• Brand Qualities
• Frito Lay
• Kraft/Nabisco
• General Mills
• Private label: Kroger' s Disney Magic Selections
• Innovation and Innovators
• Key points
• More of the same in product launches targeting kids
• Forward thinking innovators focus on function
  • Figure 15: New kids snack product launches* by sub-category and year, 2003-07
• Kellogg--category' s top innovator
• Innovations in the Natural Channel/SPINS
• Kellogg' s Kashi Division Stretch Island Fruit Company
  • Figure 16: Natural product supermarket retail sales of Stretch Island Fruit Leather and Fruitabu Organic Smooshed Fruit, 2005-07
• Homegrown Naturals Bunny Grahams
  • Figure 17: Natural product supermarket retail sales of Annie' s Bunny Grahams, 2005-07
• Honest Tea Juice Pouches
  • Figure 18: Natural product supermarket retail sales of Honest Tea Juice Pouches, 2005-07
• Clif Bar and ClifKids
• Advertising and Promotion
• Overview
• Character power
• Yogurt
  • Figure 19: Television ad for Dannon' s Danimals with tie-in to High School Musical
  • Figure 20: Television ad for Yoplait' s Trix yogurt with tie-in to Over the Hedge
• Snack cakes
• Fun factor
• Crackers
  • Figure 21: Television ad for Pepperidge Farm goldfish, "Bon Voyage, Finn"
  • Figure 22: Television ad for Pepperidge Farm goldfish, "Flavor Blasted Goldfish"
  • Figure 23: Television ad for Pepperidge Farm goldfish, "Goldfish at Play"
• Cookies
  • Figure 24: Television ad for Kraft Nabisco' s Chips Ahoy!, "Do not you want me baby"
  • Figure 25: Television ad for Kraft Nabisco' s Chips Ahoy!, "Do Ya Think I' m Sexy"
• Salty snacks
  • Figure 26: Television ad for Frito Lay' s Cheetos Flaming Hot
  • Figure 27: Television ad for Frito Lay' s Cheetos Baked
• Family-centric
  • Figure 28: Television ad for Kraft Nabisco' s Oreos, Generations
  • Figure 29: Television ad for Kraft Nabisco' s Oreos, Home video
• Healthy snacking
  • Figure 30: Television ad for Quaker Granola Bites
  • Figure 31: Television ad for Nabisco 100 Calorie Packs granola bars
• Frequency of Snacking
  • Figure 32: Frequency of snacking in a typcial day, December 2007
  • Figure 33: Frequency of snacking in a typcial day, by gender and age, December 2007
• When Snacks are Eaten
  • Figure 34: When snacks are eaten, December 2007
  • Figure 35: When snacks are eaten, by gender and age, December 2007
• Attitudes and Behavior
  • Figure 36: Attitudes and behavior towards snacking, December 2007
  • Figure 37: Attitudes and behavior towards snacking, by gender and age, December 2007
  • Figure 38: Attitudes and behavior towards snacking, by race/ethnicity, December 2007
  • Figure 39: Attitudes and behavior towards snacking, by region, December 2007
• Choosing Snacks for Kids (and Yourself)
  • Figure 40: Attributes important to choosing snack for kids and for yourself, December 2007
  • Figure 41: Attributes important to choosing snack for kids, by gender, December 2007
  • Figure 42: Attributes important to choosing snack for kids, by household income, December 2007
• The Changing School Vending Machine
  • Figure 43: Snacks sold in vending machines at school, May 2006-June 2007
• Appendix: Other Useful Consumer Tables
• Foods eaten as snacks
  • Figure 51: Foods eaten as snacks, by race/ethnicity, December 2007
  • Figure 52: Foods eaten as snacks, by number of kids in household, December 2007
  • Figure 53: Foods eaten as snacks, by region, December 2007
• What makes snacks fun
  • Figure 54: What makes snacks fun, by race/ethnicity, December 2007
  • Figure 55: What makes snacks fun, by region, December 2007
• Frequency of kids' snacking
  • Figure 56: Frequency of snacking in a typcial day, by race/ethnicity, December 2007
  • Figure 57: Frequency of snacking in a typcial day, by region, December 2007
• When snacks are eaten
  • Figure 58: When snacks are eaten, by race/ethnicity, December 2007
  • Figure 59: When snacks are eaten, by region, December 2007
• Appendix: Trade Associations