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2009 Healthy Kids’ Market Report: Breaking the Entry Barrier Product Image

2009 Healthy Kids’ Market Report: Breaking the Entry Barrier

  • Published: June 2009
  • 194 Pages
  • Nutrition Business Journal

FEATURED COMPANIES

  • California Baby
  • Clorox (Burt's Bees)
  • Full Tank Foods
  • Hero Nutritionals
  • Late July Organic Snacks
  • Nature's Sunshine
  • MORE

We present the inaugural Kid’s Nutrition Market Report. This report is a must have for any company operating in, attempting to move into or simply evaluating this category with timely and actionable information and insights.

The report provides a detailed review of market size, growth and sales estimates for our classic nutrition industry product categories— natural foods and beverages, organic foods and beverages, functional foods and beverages, dietary supplements, and natural & organic personal care and household products.

“This report is custom tailored to provide the overall nutrition industry market information as well as the specific healthy kids’ segment data that any company entering or growing in the kids’ market needs to have,” said our research manager Carla Ooyen.

1. EXECUTIVE SUMMARY

2. ACKNOWLEDGEMENTS & DEFINITIONS
2.1. ACKNOWLEDGEMENTS
2.2. RESEARCH METHODOLOGY
2.2.1. Disclaimer
2.2.2. Copyright
2.3. DEFINITIONS
2.3.1. Product Categories
2.3.2. Sales Channels

3. MARKET DATA & OVERVIEW
3.1. CURRENT KIDS’ MARKET
3.1.1. Kids’ Market Definition
3.1.2. Functional: Biggest Piece of Healthy Kids’ Product Pie
3.1.3. Supplements and Personal Care
3.1.4. Children: A Gateway to Natural & Organic
3.1.5. From Natural to Toys ‘R’ Us
3.1.6. Healthy Progress
3.1.7. Success No Guarantee
3.2. KIDS VS. OVERALL NUTRITION INDUSTRY
3.3. KIDS’ MARKET OPPORTUNITIES
3.4. MARKET ENTRY
3.4.1. Issues Driving Entry into the Kid’s Market
3.4.2. Marketing to Busy Moms Requires an Integrated Approach
3.4.3. Selling isn’t Kid Stuff
3.5. NAVIGATING FINANCING
3.5.1. Investment Factors
3.5.2. Future Opportunities
3.5.3. Preparing for Investment
3.6. MARKET SURVIVAL: WEATHERING THE DOWNTURN

4. PRODUCTS
4.1. DIETARY SUPPLEMENTS
4.1.1. Market Overview
4.1.2. Kids’ Products
4.1.3. Kids’ Trends
4.1.4. Consumer Perspective
4.1.5. Retailer Perspective
4.2. FOOD AND BEVERAGE
4.2.1. Functional Food & Beverage
4.2.2. Organic Food & Beverage
4.2.3. Natural Food & Beverage
4.2.4. Kids’ Trends
4.2.5. Consumer Perspective
4.2.6. Retailer Perspective
4.3. NATURAL & ORGANIC PERSONAL CARE AND HOUSEHOLD PRODUCTS
4.3.1. Market Overview
4.3.2. Kids’ Products
4.3.3. N&OPC Regulatory & Standards Issues
4.3.1. Kids’ Trends
4.3.2. Consumer Perspective
4.3.3. Retailer Perspective

5. COMPANY SPOTLIGHTS & EXPERT INTERVIEWS
5.1. BUILDING THE NEXT-GENERATION CPG COMPANY: NEST COLLECTIVE’S NEIL GRIMMER, CO-FOUNDER AND CIO
5.1.1. First Focus: Kids
5.1.2. Banding Together
5.1.3. Brands on a Social Mission
5.2. Howard Schiffer On Vitamin Angels: ‘We Are Saving Kids’ Lives, And We Can Prove It’
5.3. Q&A With Jeff Canner, Vice President Of Marketing, At Ian’s
5.4. Denise Devine, President And Ceo Of Froose: Creating A Healthy Kids’ Beverage Alternative
5.5. Kellogg: The Iconic Brand’s Perspective On Healthy Kids’ According To Susanne Norwitz, Company Spokesperson
5.6. Q&A With Martek Biosciences: Ethan Leonard, Vp Of Pediatric Nutrition; Cassie France-Kelly, Senior Public Relations
Manager; And Jeff Bernfeld, Executive Director Of Sales.
5.7. Discussing Healthy Vending With Mark Trotter, Ceo Of Yo-Naturals
5.8. Clif’s Marketing Insight From Jen Yun, Brand Director, Clif Kid
5.9. We Discusse The Kids’ Market With Lifeway Foods President And Ceo Julie Smolyansky
5.10. Q& A With Deborah Luster And Christine Elders, Co-Founders Of Can Do Kid
5.11. Ann Cooper: Renegade Lunch Lady
5.12. Francine R. Kaufman, Md On The U.S. Diabesity War
5.13. Mergers & Acquisitions
5.13.1. Ian’s Swallows Healthy Handfuls
5.13.2. The Nest Gobbles Up Frozen Baby Food Maker, Plum Organics

6. COMPANY PROFILES
6.1. Annie's Inc. (Annie's Homegrown)
6.2. California Baby
6.3. Can Do Kid
6.4. ChildLife
6.5. Church & Dwight Co. (Gentle Naturals)
6.6. CLIF Bar
6.7. Clorox (Burt's Bees)
6.8. Colgate-Palmolive (Tom's of Maine)
6.9. Coromega
6.10. Earth Mama Angel Baby
6.11. Froose
6.12. Full Tank Foods
6.13. gDiapers
6.14. General Mills
6.15. Groupe Danone (Dannon Company)
6.16. Hain Celestial (Earth’s Best and Avalon Organics)
6.17. Herbs for Kids
6.18. Hero Nutritionals
6.19. Honest Tea
6.20. Ian's
6.21. Interstate Bakeries Corp. 6.22. Irwin Naturals
6.23. J.M. Smucker Company (R.W. Knudson Family, Santa Cruz Organic)
6.24. Kellogg Company
6.25. Late July Organic Snacks
6.26. Lifeway Foods Inc.
6.27. Love Me Baby Me
6.28. Martek Biosciences Corporation
6.29. Natural Factors
6.30. Nature’s Path (EnviroKidz)
6.31. Nature's Sunshine
6.32. Nest Collective (Revolution Foods, Plum Organics)
6.33. Nestlé (Gerber)
6.34. Nordic Naturals
6.35. Rainbow Light Nutritional Systems
6.36. Robert's American Gourmet (Pirate’s Booty)
6.37. Safeway (Eating Right Kids)
6.38. Snikiddy
6.39. Stonyfield Farms (Groupe Danone)
6.40. The Bayer Group (Flintstones Vitamins)
6.41. Threshold Enterprises Ltd (Source Naturals, Planetary Herbals)
6.42. TruSweets, LLC (Surf Sweets)
6.43. Weetabix Food Company (Barbara's Bakery Inc.)
6.44. Weleda
6.45. White Wave (Horizon Organic)

Index of Figures
Figure 1-1 U.S. Healthy Kids’ Market by Product Category in 2008
Figure 3-1 U.S. Healthy Kids’ Market by Product Category in 2008
Figure 3-2 U.S. Population Projections, 2007-2017 (thousands)
Figure 3-3 U.S. Kids’ Population by Age, 2008
Figure 3-4 U.S. Total Nutrition Industry vs. Healthy Kids’ Sales by Product Category in 2008
Figure 3-5 U.S. Healthy Kids’ Product Sales Compared to Total U.S. Product Sales in 2008
Figure 3-6 Marketing of Healthy Kids’ Products
Figure 3-7 Average Spending on Natural, Organic, and Health Products for Children
Figure 3-8 Information Sources: Percentage Ranked as Having a “Strong Effect” on Kids’ Brand Awareness
Figure 3-9 Consumer Survey: Specifically Shopping Retailers because of Natural, Organic, & Healthy Kids’
Products
Figure 3-10 Information Sources: Effect on Kids’ Brand Awareness for Conventional Brands
Figure 3-11 Information Sources: Effect on Kids’ Brand Awareness for Organic, Natural, and Healthy Brands
Figure 3-12 Products & Brands Helping Parents to Get Kids to Eat Natural & Organic
Figure 3-13 Financing Activity for Children’s Product Companies
Figure 3-14 Investor Desires and How to Successfully Address
Figure 3-15 The Effect of the Economic Downturn on the Healthy Kids’ Market
Figure 4-1 U.S. Dietary Supplement Sales by Product Category in 2008
Figure 4-2 U.S. Dietary Supplement Sales by Product, 2006-2008
Figure 4-3 U.S. Dietary Supplement Sales Growth by Product, 2008
Figure 4-4 U.S. Total Dietary Supplement Sales and Annual Growth by Channel, 2006-2008
Figure 4-5 U.S. Dietary Supplement Estimated Sales and Growth by Product, 2009e-2017e
Figure 4-6 U.S. Dietary Supplement Sales & Growth, 2000-2017e
Figure 4-7 U.S. Healthy Kids’ as a Percentage of Total Dietary Supplement Sales, 2008
Figure 4-8 U.S. Healthy Kids’ Dietary Supplement Sales by Category in 2008
Figure 4-9 Examples of Healthy Kids’ Dietary Supplements
Figure 4-10 NHIS: Children’s Usage of Nonvitamin, Nonmineral, Natural Products
Figure 4-11 Therapy Alternatives for Children
Figure 4-12 U.S. Functional Food & Beverage Sales by Product Category in 2008
Figure 4-13 U.S. Functional Food and Beverage Sales Compared to Total U.S. Food and Beverage Sales in 2008
Figure 4-14 U.S. Functional Food & Beverage Sales Growth by Product, 2008
Figure 4-15 U.S. Functional Food & Beverage Sales by Product, 2006-2008
Figure 4-16 U.S. Total Functional Food Sales and Annual Growth by Channel, 2006-2008
Figure 4-17 U.S. Total Functional Food Estimated Sales and Growth by Product, 2009e-2017e
Figure 4-18 U.S. Functional Food and Beverage Sales & Growth, 2000-2017e
Figure 4-19 U.S. Healthy Kids’ as a Percentage of Total Functional Food & Beverage Sales, 2008
Figure 4-20 U.S. Healthy Kids’ Functional Food & Beverage Sales by Category in 2008
Figure 4-21 Examples of Healthy Kids’ Functional Foods
Figure 4-22 U.S. Organic Food & Beverage Sales by Product Category in 2008
Figure 4-23 U.S. Organic Food and Beverage Sales Compared to Total U.S. Food and Beverage Sales in 2008
Figure 4-24 U.S. Organic Food & Beverage Sales by Product, 2006-2008
Figure 4-25 U.S. Organic Food & Beverage Sales Growth by Product, 2008
Figure 4-26 U.S. Total Organic Food & Beverage Sales and Annual Growth by Channel, 2006-2008
Figure 4-27 U.S. Total Organic Food Estimated Sales and Growth by Product, 2009e-2017e
Figure 4-28 U.S. Total Organic Food & Beverage Sales & Annual Growth, 2000-2017e
Figure 4-29 U.S. Healthy Kids’ as a Percentage of Total Organic Food & Beverage Sales, 2008
Figure 4-30 U.S. Healthy Kids’ Organic Food & Beverage Sales by Category in 2008
Figure 4-31 Examples of Healthy Kids’ Organic Foods
Figure 4-32 U.S. Organic Dairy Sales & Annual Growth, 2000-2017e
Figure 4-33 U.S. Organic Meat Sales & Annual Growth, 2000-2014e
Figure 4-34 U.S. Natural Food & Beverage Sales by Product Category in 2008
Figure 4-35 U.S. Natural Food and Beverage Sales Compared to Total U.S. Food and Beverage Sales in 2008
Figure 4-36 U.S. Natural Food & Beverage Sales by Product, 2006-2008
Figure 4-37 U.S. Natural Food & Beverage Sales Growth by Product, 2008
Figure 4-38 U.S. Total Natural Food & Beverage Sales and Annual Growth by Channel, 2006-2008
Figure 4-39 U.S. Total Natural Food Estimated Sales and Growth by Product, 2009e-2017e
Figure 4-40 U.S. Total Natural Food & Beverage Sales & Annual Growth, 2000-2017e
Figure 4-41 U.S. Healthy Kids’ as a Percentage of Total Natural Food & Beverage Sales, 2008
Figure 4-42 U.S. Healthy Kids’ Natural Food & Beverage Sales by Category in 2008
Figure 4-43 Examples of Healthy Kids’ Natural Foods & Beverages
Figure 4-44 U.S. Total Natural & Organic Personal Care and Household Product Sales by Product, 2008
Figure 4-45 U.S. N&OPC Sales by Product, 2006-2008
Figure 4-46 U.S. N&OPC Sales Growth by Product, 2008
Figure 4-47 U.S. Total Natural & Organic Personal Care Sales and Annual Growth by Channel, 2006-2008
Figure 4-48 U.S.Total N&OPC Estimated Sales and Growth by Product, 2009e-2017e
Figure 4-49 U.S. N&OPC Sales & Growth, 2000-2017e
Figure 4-50 U.S. Natural & Organic Household Product Sales by Product, 2006-2008
Figure 4-51 U.S. Total Natural & Organic Household Sales and Annual Growth by Channel, 2007-2008
Figure 4-52 U.S. N&O Household Product Estimated Sales and Growth by Product, 2009e-2017e
Figure 4-53 U.S. Natural & Organic Household Products Sales & Growth, 2000-2017e
Figure 4-54 U.S. Healthy Kids’ as a Percentage of Total N&OPC & Household Product Sales, 2008
Figure 4-55 U.S. Healthy Kids’ N&OPC and Household Product Sales by Category in 2008
Figure 4-56 U.S. Natural & Organic Baby Care Sales & Annual Growth, 2000-2017e
Figure 4-57 Examples of Healthy Kids’ Natural & Organic Personal Care
Figure 4-58 Survey Data: Importance of Establishing & Enforcing Standards

- Annie's Inc. (Annie's Homegrown)
- California Baby
- Can Do Kid
- ChildLife
- Church & Dwight Co. (Gentle Naturals)
- CLIF Bar
- Clorox (Burt's Bees)
- Colgate-Palmolive (Tom's of Maine)
- Coromega
- Earth Mama Angel Baby
- Froose
- Full Tank Foods
- gDiapers
- General Mills
- Groupe Danone (Dannon Company)
- Hain Celestial (Earth’s Best and Avalon Organics)
- Herbs for Kids
- Hero Nutritionals
- Honest Tea
- Ian's
- Interstate Bakeries Corp. 6.22. Irwin Naturals
- J.M. Smucker Company (R.W. Knudson Family, Santa Cruz Organic)
- Kellogg Company
- Late July Organic Snacks
- Lifeway Foods Inc.
- Love Me Baby Me
- Martek Biosciences Corporation
- Natural Factors
- Nature’s Path (EnviroKidz)
- Nature's Sunshine
- Nest Collective (Revolution Foods, Plum Organics)
- Nestlé (Gerber)
- Nordic Naturals
- Rainbow Light Nutritional Systems
- Robert's American Gourmet (Pirate’s Booty)
- Safeway (Eating Right Kids)
- Snikiddy
- Stonyfield Farms (Groupe Danone)
- The Bayer Group (Flintstones Vitamins)
- Threshold Enterprises Ltd (Source Naturals, Planetary Herbals)
- TruSweets, LLC (Surf Sweets)
- Weetabix Food Company (Barbara's Bakery Inc.)
- Weleda
- White Wave (Horizon Organic)

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