Market Research Reports: Ethical and Wellness Food and Drinks for Kids: Key product trends and manufacturer strategies

Abstract

NPD in ethical and wellness food and drinks for kids is being driven by parents demanding products for their children which promote healthy growth. Food and drinks manufacturers are targeting parents with clear scientific claims on packaging. However, kids are becoming more aware of health and environmental issues, and at the same time are gaining more influence over purchasing decisions. To remain competitive food and drink manufacturers need to ensure they also place bold, bright, simple claims on packaging to appeal to kids. Ethical and Wellness Food and Drinks for Kids is a new report by Business Insights that provides the definitive analysis of the global kids-food and drinks market.

The report also assesses the opportunities within health, indulgence, convenience and ethical kids-food and drinks. Also it gives detailed analysis of innovative products and other ways in which manufacturers are positioning their products to appeal to kids. Discover the leading innovators, the most successful categories and future growth opportunities in the kids' food and drinks market with this new report.

Executive Summary

Introduction
Healthy food and drinks for kids
Indulgent food and drinks for kids
Convenient food and drinks for kids
Ethical food and drinks for kids
Conclusions

Chapter 1 Introduction

Summary
Introduction
The kids' market
Population
Spend on kids' food and drinks

Purchasing habits
Parents
Kids
- Kids getting older younger
- Kids' influence increases
- Levels of pocket money are increasing
Changing influence

Chapter 2 Healthy food and drinks for kids

Summary
Introduction
Mental and physical health
Key trends

Natural and additive free
Wellness
- Mental health
- Low and light
- Immunity
- Digestive health
Functional
- Bone health
- Heart health

Key categories
Soft drinks
Bakery and cereals
Confectionery

Chapter 3 Indulgent food and drinks for kids

Summary
Introduction
Indulgent food and drinks for kids

Key trends
Upscale
Gourmet
Treat

Key categories
Confectionery
Soft drinks

Chapter 4 Convenient food and drinks for kids

Summary
Introduction
Convenient food and drinks for kids

Key trends
Ready to eat/on-the-go
Lunchbox
Instant
Ready meals

Key categories
Soft drinks
Bakery and cereals

Chapter 5 Ethical food and drinks for kids

Summary
Introduction
Ethical food and drinks for kids

Key trends
Food quality
- Organic
- Free-from
Safe / non-GM
Environmental concerns
- Local sourcing

Key categories
Bakery and cereals
Snacks
Ready meals

Chapter 6 Conclusions

Summary
Introduction
Purchasing decisions
Kids
Parents

The key trends
Health
Indulgence
Convenient
Ethical
Index

List of Figures

Figure 1.1: Kids' food choices
Figure 1.2: Factors driving parents' purchasing habits
Figure 1.3: Kraft Dairylea Lunchables Lunch Kit - Monster Pack
Figure 1.4: Unilever Amaze Brainfood
Figure 1.5: Factors affecting kids' purchasing decisions
Figure 1.6: Kids getting older younger
Figure 1.7: Percentage of under 17' s that own mobile phones in Europe, 2005
Figure 1.8: Influence of children on food purchasing decisions as they get older
Figure 2.9: Mental and physical health problems affecting kids
Figure 2.10: Health and wellness in kids' food and drinks
Figure 2.11: Healthy kids' food and drinks launched globally, by trend, 2005-2008
Figure 2.12: Ella' s Kitchen Organic Fruit Smoothie - The Purple One
Figure 2.13: Happybites Frozen Kids Meal - Fish Bites, Sparky- For Growing Kids Juice and Nestle Munch Bunch Yogurt
Figure 2.14: Y Water Wellness Water - Brain; Immune; Muscle; Bone
Figure 2.15: Cascadian Farm Clifford Crunch Organic Whole Grain Oat Cereal and Bio-K Plus CL1285 Liquid Supplement Drink
Figure 2.16: Pfanner Active Family drink
Figure 2.17: EatWellStayHealthy Kids Chicken Breast Nuggets
Figure 2.18: Kids' healthy food and drinks launches, by category, 2005-2008
Figure 2.19: Soft drink purchases; parents versus kids
Figure 2.20: Sanrio Hello Kitty DrinkTastic Juice Drink Box
Figure 2.21: Frosties and Reduced Sugar Frosties
Figure 2.22: Chupa Chups Lollipop with calcium
Figure 3.23: Indulgent food and drinks for kids
Figure 3.24: Kids' indulgent food and drinks launched, by trend, 2005-2008
Figure 3.25: Demeter' s Pantry Greek Raw Honey Nut Spread
Figure 3.26: Bottlegreen Junior Natural Premium Cordial
Figure 3.27: Dip Pops Gourmet Lollipop and Creamy Dip
Figure 3.28: Little dish custard desert
Figure 3.29: Kids' indulgence food and drinks launches, by category, 2005-2008
Figure 3.30: Pirate' s Gold Sugar Free Gold Coins Milk Chocolate Candy
Figure 3.31: Akta Vite Chocolate Milk
Figure 4.32: Convenient food purchase drivers for kids and parents
Figure 4.33: Convenient food and drinks for kids launched, by trend 2005-2008
Figure 4.34: FrescoSnack GS Disney Fruit Snack
Figure 4.35: Schneider' s Smart Lunch Meal Kit Combo - Bagel; Chicken Fajita; Chicken Taco; Pepperoni Pizza
Figure 4.36: Ouhlalal c' est Bon Buddy Fruits Pure Blended Fruit to Go - Apple
Figure 4.37: FruitBu Organic Smoooshed Fruit Fruit Sploooshers
Figure 4.38: Miniscoff Organic Meals for Children; Organic Planet Spaghetti
Figure 4.39: Kids' convenient food and drinks launches, by category, 2005-2008
Figure 4.40: Robinsons Fruit Shoot 100% Fruit Juice - Orange; Apple; Apple & Blackcurrant
Figure 4.41: Breakfast Breaks 3-in-1 Cereal Bowl, Juice & Snack Set
Figure 5.42: Factors driving parents to purchase ethical food and drinks for kids
Figure 5.43: Kids' ethical food and drink launches, by trend, 2005-2008
Figure 5.44: RDA Organic Squeeezy Juice - Mango, Apple & Orange
Figure 5.45: Innocent Pure Fruit Smoothie - Strawberry, Blackberry and Raspberry
Figure 5.46: Oberweis Reduced Fat Milks
Figure 5.47: Kids' ethical food and drinks launches, by category, 2005-2008
Figure 5.48: Earth' s Best Organic On-The-Go O' s Cereal and Doves Farm Chocolate Stars Organic Cereal
Figure 5.49: Snikiddy Snacks Organic Baked Corn Puffs Sharing Pack and Kid' s Organic Food - Keerunch!
Figure 5.50: Kids Organic Frozen All Natural
Figure 6.51: Kraft Lunchables - 2001 and 2007
Figure 6.52: Claims on packaging - parents versus kids 2007-2008
Figure 6.53: Aspiration/insecurity in parents
Figure 6.54: Kids' food and drinks launched, by key trend, 2005-2008

List of Tables

Table 1.1: Population of 5-9 year olds in Europe and the US (m), 2006 -2011
Table 1.2: Population of 10-13 year olds in Europe and the US (m), 2006 -2011
Table 1.3: Per capita spend on kids' food and drinks in Europe and US ($), 2007
Table 1.4: Factors driving parent and kids purchasing decisions
Table 1.5: 5-9 & 10-13 year olds sources of discretionary income ($ per week), Europe and US, 2001-2011
Table 2.6: Prevalence of ADHD in the seven major markets (' 000), 2008
Table 2.7: Obese and overweight children (5-13 year olds) in Europe and US (%), 2002-2012
Table 2.8: Self-regulatory initiatives on marketing to kids in the top 10 food and drinks companies
Table 5.9: Organic food and drinks market value in Europe and US ($m), 2002-2012
Table 6.10: Top 10 product tags on food and drinks products launched that were targeted at kids, 2005-2008



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Ethical and Wellness Food and Drinks for Kids: Key product trends and manufacturer strategies