Despite the trend towards an ageing population, the kids market remains crucially important as food and drink manufacturers seek to attract a new audience and build brand loyalty from a young age. The key challenge for manufacturers and retailers is to harness the influence and purchasing power of kids whilst acting ethically and without alienating either parents or their target market. Despite appearances of dynamism, in many ways the kids market remains deeply resistant to change. Marketing Food and Drinks to Kids: Effective marketing and innovation strategies to 2007 analyses the catalysts for growth in the kids market and looks at how manufacturers, through NPD, are meeting the challenges. It identifies the opportunities in the market and how they can be exploited. The report lays down the ways in which ethical marketing will take a much more central role in kids brands and how those brands are taking on adult product values.
