Abstract
The number of food and drink product launches aimed specifically at kids has
decreased since 2001; there are three key reasons for decrease in the share of
product launches aimed specifically at kids: child obesity, the growth in
other demographic groups and children's earlier development of adult
attitudes. Innovation in Kids' Food and Drinks: Next generation products and
key growth opportunities is a new management report published by Business
Insights that identifies the key trends and major growth opportunities in the
kids' food and drinks market. Using data from Productscan, the world's largest
database of new consumer packaged goods, this report analyses over 60,000
product launches to determine which categories and product features are
driving the kids' food and drinks market and the strategies of leading
manufacturers. Discover the leading innovators, the most successful categories
and future growth opportunities in the kids' food and drinks markets with this
new report.
Table of Contents
- Executive Summary
- Market development
- Growth opportunities in kids' food and drinks
- Innovation trends
- Key trends in kids' food and drinks
- Conclusions
- Chapter 1 Introduction
- What is this report about?
- Research methodology
- Report structure
- Chapter 2 Market development
- Summary
- Introduction
- The rate of child obesity
- The effect on marketing
- Use of cartoon characters and celebrity endorsements
- PepsiCo's response
- Regulatory guidelines
- The evolution of kids' brands to target parents
- Healthy eating in schools
- Attitudes towards changes in school meals
- Chapter 3 Growth opportunities in kids' food and drinks
- Summary
- Introduction
- Growth of kids food and drinks categories
- High growth rates in other demographic groups
- Seniors
- Single households
- Population of kids
- Kids are growing older younger - the impact in 2006
- Category analysis
- Dairy
- Bakery and cereals
- Confectionery
- Snacks
- Ready meals
- Soft drinks
- Growth opportunities in kids' food and drinks
- Country analysis
- Europe
- North America
- Latin America
- Asia-Pacific
- Chapter 4 Innovation trends
- Summary
- Introduction
- Innovative kids' food and drinks
- Innovation in formulation
- Functional confectionery for kids
- Evolution of novelty food and drinks
- Innovation in packaging
- Flavor manipulation
- Kids' convenience
- Innovation by category
- Sweet and savory spreads
- Sauces, dressings and condiments
- Hot drinks
- Product tags on kids' food and drinks
- Case study - The reformulation and repositioning of Sunny Delight
- Flavor trends
- Chapter 5 Key trends in kids' food and drinks
- Summary
- Introduction
- In the home and out the home consumption
- Importing adult features into kids' products
- Health
- Convenience
- Healthy convenience
- Customized convenience
- Indulgence
- Ethnic flavors
- Sophistication and premiumisation
- Chapter 6 Conclusions
- Summary
- Introduction
- Growth opportunities and resistance
- Health
- Growth in kids' functional food and drinks
- Growth in kids' organic ranges
- Increasing licensing opportunities in healthy products
- Products developed for out of home consumption
- Indulgence
- Growth in kids' ethnic foods
- Gourmet kids' food and drinks
- Index
- List of Figures
- Figure 2.1: Chew on this: how marketers target kids
- Figure 2.2: Most versus least acceptable marketing practices
- Figure 2.3: Using cartoon characters to encourage kids to eat more
healthily
- Figure 2.4: PepsiCo's new approach to marketing
- Figure 2.5: Statutory and self-regulations relating to television
advertising to children
- Figure 2.6: The evolution of kids' brands
- Figure 2.7: Change in the target audience across kids' categories
- Figure 2.8: Campaign's to make school meals healthier
- Figure 3.9: % growth of kids' food & drinks in terms of new product
launches, 2003-2006
- Figure 3.10: Percentage of population by number of children in family by
country, 2004
- Figure 3.11: % of product launches in each category targeted at kids,
2001-2006
- Figure 3.12: Asda's Great Stuff for kids probiotic yogurt drink and
multi vitamin milk
- Figure 3.13: Kellogg's Tony's Turboz Meal Replacement Cereal
- Figure 3.14: Trolli Candicraft
- Figure 3.15: Betty Crocker Fruit Gushers G Force Fruit Flavored Snacks
- Figure 3.16: Miniscoff Children's Organic Frozen Ready Meals
- Figure 3.17: Flavored water brands
- Figure 3.18: Fruit smoothies for kids
- Figure 3.19: Market opportunity of kids' food and drink categories,
current market value vs. potential market value
- Figure 3.20: Del Monte Fruitini Squeezie Crushed Fruit Snack
- Figure 3.21: % of product launches targeted at kids in each category in
Europe, 2001-2006
- Figure 3.22: Some kids food and drink products from Danone launched in
Eastern Europe, April05- March 06
- Figure 3.23: Latest Nestle kids' food and drinks product launches in
Europe 63
- Figure 3.24: % of product launches targeted at kids in each category in
North America, 2001-2006
- Figure 3.25: Latest Kraft kids' food and drinks product launches in
North America
- Figure 3.26: Kraft's Sensible Solution flag
- Figure 3.27: Latest General Mills kids' food and drinks product launches
in North America
- Figure 3.28: % of product launches targeted at kids in each category in
Latin America, 2001-2006
- Figure 3.29: Latest PepsiCo kids' food and drinks product launches in
Mexico
- Figure 3.30: % of product launches targeted at kids in each category in
Asia-Pacific, 2001-2006
- Figure 3.31: Latest Cadbury Schweppes kids' food and drinks product
launches in Asia-Pacific 72
- Figure 3.32: Coca-Cola's Qoo brand
- Figure 4.33: Functional confectionery for kids
- Figure 4.34: Crayola Crafty Cooking Kits
- Figure 4.35: Innovative packaging to enhance, manipulate and change
flavors
- Figure 4.36: Nabisco 100 Calorie Packs
- Figure 4.37: Betty Guy's Savory Pie range
- Figure 4.38: Innovation in kids' food and drinks categories, 2001-2006
- Figure 4.39: Smucker's Fruit Squeeze Spread
- Figure 4.40: Heinz Eazy Squirt Sauce
- Figure 4.41: DyDo Ready-to-Drink Green Tea
- Figure 4.42: Danino Yogurt from Danone Canada
- Figure 4.43: The evolution of Sunny Delight
- Figure 5.44: Innovation in the categories in terms of solitary versus
social kids' consumption
- Figure 5.45: Examples of kids' products for out of home and in the home
consumption
- Figure 5.46: Chef Boyardee Pizza Kit
- Figure 5.47: Premium kids products
- Figure 6.48: Safeway in the US, O Organics private label range
- Figure 6.49: Fruite Mega Yaourt
- Figure 6.50: Tropicana Pure Premium juices
- List of Tables
- Table 2.1: Millions of overweight and obese EU and US children (5-9 year
olds), by country, 2005-2010
- Table 2.2: Method of regulating and content of television advertisements
targeted at children 30
- Table 3.3: Population over 60's, (m), 2005-2010
- Table 3.4: Number of single person households in Europe (m), 2005-2008
- Table 3.5: Population of kids, 0-10 years, (m), 2005-2008
- Table 4.6: % of types of innovation within innovative kids' products,
2001-2006
- Table 4.7: Top 20 product tags on new product packaging, % of all kids'
food & drinks launched, 2003-2006
- Table 4.8: Top 20 flavors of the new product introductions, % of all
kids' food & drinks launched, 2003-2006
- Table 6.9: Opportunities and resistors in kids' brands
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