Trends in Kids' Nutrition - Opportunities and Threats in the Context of Escalating Childhood Obesity
Datamonitor, May 2008, Pages: 59
It is forecast that over 35% of European kids aged 5-13 will be overweight or obese by 2012. In the US, this figure will surpass 40% while Asia-Pacific, in particular China, is seeing the fastest increase in the percentage of overweight or obese kids. This report identifies the opportunities and threats apparent to food and beverage manufacturers in the context of escalating childhood obesity
Scope
- Identifies the major challenges and opportunities confronting the food and beverage industry in the provision of food and beverages for kids
- Global coverage: offers global examples of on-trend innovation and provides key supporting consumer data for Europe, the US and Asia-Pacific.
- Detailed recommendations and interpretation offering practical strategies based on the trends and insights uncovered in the report
- One of a series of three demographic-specific reports designed to help FMCG companies successfully innovate their kid-focused products
Highlights
- In Europe between 93% and 97% of consumers by country believe food marketing has some degree of impact on children's eating habits. If childhood obesity continues to rise then advertising bans of certain foods are likely to become more widespread
- Analysis of the consumption data presented in this report shows that kids tend to consume more than the overall population in many indulgent product categories. Deeper analysis shows that Asia-Pacific kids consumption lags behind the average in bakery and cereals
- In Europe, consumer sentiment indicates that the most popular proposed methods for making kids healthier (and for improving their eating habits) include better information for parents and more nutrition education in schools, followed by restrictions on advertising of less nutritionally balanced food and drinks
Reasons to Purchase
- Understand the attitudes driving the consumption behavior of 5-13 year olds and their parents
- Obtain exclusive food and beverage consumption and obesity data for kids in the US, Europe and Asia-Pacific
- Ideation and inspiration: spark new ideas by learning from innovative on-trend products embracing opportunities in kids nutrition.
CATALYST
SUMMARY
THE FUTURE DECODED
INTRODUCTION: Delivering healthy nutrition for kids is a burgeoning and topical area of product development
TREND: Childhood obesity and other nutrition related diseases are increasing as media coverage of the issue intensifies
Obesity rates are increasing across Europe, the US and Asia-Pacific
Roughly a third of children in the US and Europe are overweight
Obesity in childhood is likely to develop into obesity in adulthood, increasing the risk of heart disease, diabetes or cancer in later life
The majority of European adults also believe there are more overweight children now
The onset of type 2 diabetes (T2DM) is occurring at an earlier age
Takeouts and implications: the growing prevalence of childhood obesity will act as a major catalyst for change in kids nutrition
TREND: Global media coverage about childhood obesity is on the rise
Food advertising is being heavily criticized, and in many instances blamed for kids eating habits
Negative images associated with poor nutrition will accentuate parental interest in healthy or better-for-you alternatives
Takeouts and implications: the media intensity surrounding kids nutrition, especially childhood obesity, exacerbates the need for the industry to respond proactively
TREND: Obesogenic environments are contributing to rising obesity rates among children
Car-centric lifestyles are rife and contribute to declining physical activity among kids
Programs to combat the childhood obesity epidemic are likely to proliferate in the next few years
Takeouts and implications: Obesogenic environments and lifestyles contribute to growing childhood obesity
INSIGHT: Kids consumption habits presents many opportunities in food and drink categories
Kids account for a greater proportion of consumption value in indulgent product categories
Dairy consumption is a development opportunity in Asia-pacific
Kids have a clear preference for carbonated sodas
Takeouts and implications: kids consumption leaves many opportunities in food and drink categories
INSIGHT: Parental attitudes and approaches to kids nutrition vary greatly
Mothers and their background are usually the gatekeepers of child nutrition
Around a third of parents appear to be explicitly concerned about foods aimed specifically at kids
Many parents suffer from an optimistic bias or are simply in denial bout children's weight
Parents tend to place more importance on their child's health than their own and they typically hold themselves primarily responsible for their kids food and beverage choices
Evidence suggests that healthier, more nutritious choices are becoming increasingly important to parents
Giving in to kids demands remains an ongoing battle for parents
Takeouts and implications: parents are trying to make more nutritious choices for their kids, but many experience difficulties surrounding this
INSIGHT: Many kids diets are deficient in a number of key nutrients
Children's diets often mimic those of their parents leading to similar deficiencies
Children lack micro nutrients from fruit and vegetables
Diet deficiencies have other negative health implications which are not helped by the relatively high frequency by which kids skip main meals, especially breakfast
Takeouts and implications: dietary deficiencies create notable opportunities for nutritional supplements and functional foods
INSIGHT: Education is key to encouraging children to make better food choices
Food advertising has a huge impact on kids, but can be used more positively
The educational environment is key to shaping children's eating habits
European consumers feel education is the way forward for improving children's diets
German consumer research shows the importance of educating children early in life
Takeouts and implications: making nutritional education of both parents and kids should be priority
INSIGHT: There are a number of growth opportunities in offering healthier products to kids
Functional foods are filtering into children's products
Brain or mood foods may be seen as more important for kids in future
Energizing products may see kids better balanced each day
Organic and natural are becoming popular with parents
High fruit content is an opportunity to help make children healthier
Better-for-you products are necessary to instill better dietary habits
Offering portion control is a simple way to help limit calorie intake
ACTION POINTS
ACTION: Make nutritional education of both parents and kids a priority
Base nutritional advice on the long-term health needs of children not on corporate profit
Help parents to understand a balanced view of nutrition
Encourage parents to widen their choice of foods to promote diversity among children
Look for opportunities to nutritionally educate kids themselves
ACTION: Eradicate the bad unnatural ingredients
Reformulate products to remove the unnatural trans fats
Remove High Fructose Corn Syrup (HFCS) from snacks and drinks
Reducing and then eradicating the use of additives (such as preservatives and coloring) in food products must be the short and long-term goal
ACTION: Add in more good ingredients to food and beverages targeting children
Whole grains are popular ingredients in many food and drink products and are riding a current wave of popularity
Add fiber to improve digestion
Consider adding Omega oils where relevant and credible
Fortify with vitamins and calcium to improve children's diets
Undertake sensory profiling tests to determine product favorability
Involve kids in the product development process
ACTION: Emphasize enjoyment and how you can leverage different dimensions of fun
There are numerous dimensions associated with fun
ACTION: Make societal marketing a priority
ACTION: Avoid misleading advertising
APPENDIX
Additional data
Definitions
Methodology
References and further reading
Ask the analyst
Disclaimer
List of Tables
Table 1: Obese and overweight children- (5-13 year olds) by country and region (% and millions), Asia-Pacific, Europe and US, 2002-2012
Table 2: Kids (aged 5-13) per capita consumption (US$), in selected food categories, Asia-Pacific,- Europe and US, 2007
Table 3: Kids (aged 5-13) per capita consumption (US$), in selected drinks categories, Asia-Pacific,- Europe and US, 2007
Table 4: Kids (aged 5-13) per capita consumption (US$), in selected food categories by country, US & Europe, 2007
Table 5: Kids (aged 5-13) per capita consumption (US$), in selected food categories by country, Asia-pacific, 2007
Table 6: Kids (aged 5-13) per capita consumption (US$), in selected drinks categories by country, US & Europe, 2007
Table 7: Kids (aged 5-13) per capita consumption (US$), in selected drinks categories by country, Asia-pacific, 2007
Table 8: Market share by value (US$) of 5-13 year olds in selected food and drinks categories by country, US & Europe, 2007
Table 9: Market share by value (US$) of 5-13 year olds in selected food and drinks categories by country, Asia-pacific, 2007
Table 10: Over-consumption of 5-13 year olds in selected food and drinks categories by country, US & Europe, 2007
Table 11: Over-consumption of 5-13 year olds in selected food and drinks categories by country, Asia-pacific, 2007
List of Figures
Figure 1: Kids are made up of two demographics: Children (5-9 year olds) and Tweens (10-13 year olds)
Figure 2: Threats and opportunities are present in equal measure in kids nutrition
Figure 3: European consumers perceive that childhood obesity is worsening
Figure 4: Kids nutrition is an increasingly important issue for print media channels
Figure 5: Most European consumers feel advertising has some effect on kids dietary habits
Figure 6: Americans feel that food advertising contributes to childhood obesity, but attach more responsibility with parents
Figure 7: Negative images associated with poor nutrition will accentuate parent interest in healthy or better-for-you alternatives
Figure 8: Kids snack more than most other age groups in Europe and the US
Figure 9: Parents are looking to moderate certain food and beverage types and they are focusing on the inherently good content (or added nutrition) within food and drink which is symptomatic of the continuum of healthy eating behaviors of the population more generally
Figure 10: Most European consumers think better nutritional education for parents is essential
Figure 11: Functional foods are a key trend in adult foods and may become more prominent in kids foods
Figure 12: Brain foods may become a growth area for children's products
Figure 13: Energizing products must help to balance energy levels
Figure 14: Organic products are available in a host of children's products
Figure 15: High fruit content is an important route to children's required five-a-day
Figure 16: Calorie-controlled products can be fun and not just diet options
Figure 17: Removing trans fats is an easy win to improve the perceived healthiness of a food product
Figure 18: Using natural sweeteners is more appealing to concerned parents
Figure 19: Whole-grains should move beyond bakery and cereal products
Figure 20: Added fiber is a development being pursued in many product categories
Figure 21: Omega oils are thought to be good for the heart and the brain
Figure 22: Vitamins have long been associated with good health
Figure 23: Making food fun is important to attract children
Figure 24: There are numerous dimension kids associate with fun
Figure 25: European consumers would like to see more children taking exercise
Figure 26: Unclear advertising could negatively affect sales
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