Kids Food and Beverage Market in the U.S., 9th Edition

  • ID: 4462613
  • Report
  • Region: United States
  • 134 Pages
  • Packaged Facts
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FEATURED COMPANIES

  • Angie’s
  • Crunch Pak
  • Green Giant
  • Kodiak Cakes
  • Mio Vitamins
  • Plum Organics
  • MORE

The kids' food and beverage market is a tricky business and requires a special approach to both innovation and marketing. Industry players must meet  the needs of parents (as the purchasers) as well as kids (as the end-users), while operating in the force field of public and regulatory concerns about nutrition for children, advertising to children, and childhood obesity.

Not only is there is no clear-cut way to differentiate kids' food from regular food products, but there is no consensus on when such differentiation is desirable.

To provide the market context, this research considers a variety of factors that influence consumer usage patterns, market innovation, and marketing strategies. Population trends, household composition, economic factors, health and wellness trends, and retail trends are all key to understanding the potential and pitfalls of the kids' food and beverage market.

It's also vital for marketers, product developers, and retailers to better understand what influences parents' decisions on what they feed their children. Proprietary data offer insight into the degree to which product qualities, dietary lifestyle characteristics, and diet claims are sought after by kids food product purchasers

While parents may be the purchaser of kids' food and beverage, kids are of course key influencers over parents' choices. For example, nearly all parents say they at least “some of the time” buy a new food or beverage that their kids ask for, with 20% indicating they almost always do so. This provides incentive for marketers to continue to target the end user in promotional efforts. Packaged Facts data also identify food categories, such as breakfast cereal, in which kids tend to have greater influence over their parents' purchase behavior.

This report analyzes and trends seven retail food and beverage categories that are especially significant to children's eating choices, addressing a range of use occasions and need states: breakfast foods, lunch foods, and dinner foods; sweet snacks and salty snacks; produce; and beverages. In each case, the report provides trend data over a ten-year period (2008-2017) and analysis of food and beverage categories for which families with children at home significantly over-index in usage.  The report also covers marketing strategies and product innovation relevant to each category.

Report Methodology

This report features proprietary data from the author's December 2017 consumer survey. The author's surveys of U.S. adult consumers (age 18+) are based on national online research panels that are census representative on the primary demographic measures of age, gender, geographic region, race/ethnicity, and household income, with a sample of 2,000.

Data related to consumer demographics, attitudes and behaviors are also derived from Simmons Research LLC, which fields booklet-based surveys of a large and random sample of consumers (approximately 25,000 per survey release) who in aggregate represent a statistically accurate cross-section of the U.S. adult population (age 18+).

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Note: Product cover images may vary from those shown
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FEATURED COMPANIES

  • Angie’s
  • Crunch Pak
  • Green Giant
  • Kodiak Cakes
  • Mio Vitamins
  • Plum Organics
  • MORE

Chapter 1 Executive Summary:

  • The Market
  • Scope Of Report
  • Report Methodology
  • Report Summary
  • Market Factors
  • Desired Product Attributes
  • Kids As Influencers
  • Breakfast Foods
  • Lunch Foods
  • Dinner Foods
  • Salty Snacks
  • Sweet Snacks
  • Produce
  • Beverages

Chapter 2 Market Factors:

  • Key Points
  • Population And Household Composition Trends
  • Static Child Population Challenges Market
  • Table 2-1 U.S. Population By Adult And Child, 2016-2020
  • The Population Age <6 Is Set To Grow At The Fastest Pace
  • Table 2-2 U.S. Child Population By Age, 2016-2020
  • The Family Household
  • The Majority Of Households Are Childless
  • Figure 2-1 U.S. Household Composition By Presence Of Children*, 2016
  • Parents Age 35-44 Represent The Largest Share Of Family Households
  • Table 2-3 Consumer Base Of Households With Children By Age Of Householder, 2016
  • Figure 2-2 Revolution Foods
  • The Kids Food And Beverage Market In The U.S., 9Th Edition
  • Growth Of Multicultural Population Influences Market
  • Table 2-4 U.S. Child Population By Race/Ethnicity, 2016-2020
  • Income, Consumer Confidence, And Kids Impact Grocery Spending
  • Key Parent Demographic Among Highest Income Earners
  • Table 2-5 Households With Children By Age Of Householder, 2016
  • Figure 2-3 Median Household Incomes By Age Of Householder, 2016
  • Consumer Confidence On The Rise = Willingness To Spend
  • Figure 2-4 Consumer Confidence Index, 2007-2017
  • Figure 2-5 Food Sales, 2007-2017
  • Children Influence Weekly Grocery Spend
  • Table 2-6 Weekly Household Grocery Expenditures By Household Composition, 2017
  • Health And Wellness Trends
  • Child Obesity Trends
  • Figure 2-6 Trends In Adult And Youth Obesity, 1999-2000 Through 2013-2014
  • Health Trends Played Out At Retail And Foodservice
  • Figure 2-7 Rxbar Kids
  • Retail Trends
  • Where Families Shop
  • Table 2-7 Percentage Of Households Who Shop At Selected Retailers: By Household Composition,
  • 2017

Chapter 3 Desired Product Attributes:

  • Key Points
  • Product Qualities
  • “Fresh” Is The Word
  • Table 3-1 Food Product Qualities Sought Out By Consumers: Households Overall Vs. Households With Or Without Children, December 2017 (Percentage Of Respondents)
  • Freshness And Sale/Promotion Influence Parents
  • Figure 3-1 Mom Made Coupon
  • Figure 3-2 Product Qualities, December 2017 (Percentage Of Respondents With Children Under 18 In Hh)
  • Dietary Lifestyle Characteristics
  • “Healthy” Is A Moving Target
  • Figure 3-3 Lenny & Larry The Complete Cookie
  • Table 3-2 Dietary Lifestyle Characteristics: Households Overall Vs. Households With Or Without
  • Children, December 2017 (Percentage Of Respondents)
  • Parents Seek Out All-Natural Products
  • Figure 3-4 Plum Organics Food Philosophies
  • Figure 3-5 Dietary Lifestyle Characteristics Of Households With Children, December 2017 (Percentage Of Respondents With Children Under 18 In Hh)
  • Diet Claims
  • Figure 3-6 Jif Peanut Butter
  • Table 3-3 Diet Claims, December 2017 (Percentage Of Respondents)
  • Parents Seeking Out Products With No Artificial Ingredients
  • Figure 3-7 Tyson Fun Nuggets
  • Figure 3-8 Diet Claims Sought Out By Households With Children, December 2017 (Percentage Of Respondents With Children Under 18 In Hh

Chapter 4 Kids As Influencers:

  • Key Points
  • Kids As Influencers
  • 55% Of Parent Shoppers Consider Kids Preferences “Especially Important”
  • Figure 4-1 Pop-Tarts Strawberry Milkshake, December 2017
  • Figure 4-2 Influencers When Choosing What To Feed Children, December 2017 (Percentage Of Respondents With Children Under 18 In Hh)
  • Kids Influence On New Product Purchasing
  • Influence Even Higher Over New Food And Beverage Purchases
  • Figure 4-3 Level Of Kids’ Influence On New Food And Beverage Product Purchases, December 2017 (Percentage Of Respondents With Children Under 18 In Hh)
  • Kids’ Requests Have The Most Power In Breakfast Cereal, Salty Snacks, And Produce
  • Figure 4-4 Rates At Which Kids’ Preferences Are “Very Influential”: By Food Product Type, December 2017 (Percentage Of Respondents With Children Under 18 In Hh)
  • Table 4-1 Kids As Influences By Food Product Type, 2017 (Percentage Of Respondents With Children Under 18 In Hh)

Chapter 5 Breakfast Foods:

  • Key Points
  • Breakfast As The Most Important Meal Of The Day
  • Breakfast Is More Important In Households With Teens
  • Table 5-1 Level Of Agreement That “Breakfast Is More Important Than Lunch Or Dinner”: By Household
  • Composition, 2017
  • Cereal Is The Most Widely Used Breakfast Food Among Family Households
  • Figure 5-1 Van’s And Nature’s Path Cold Cereals
  • Pancake/Waffle Mixes Have Strong Penetration Into Family Households
  • Figure 5-2 Kodiak Cakes Breakfast Mixes
  • Table 5-2 Usage Rates For Selected Breakfast-Oriented Product Types Purchased At Higher Rates By
  • Households With Children, 2017 (Number And Percent)
  • Families Significantly Over-Index In Use Of Select Breakfast Products
  • Table 5-3 Usage Indexes For Selected Breakfast-Oriented Product Types Purchased At Higher Rates By
  • Households With Children: By Number Of Children In Household, 2017
  • Usage Trends For Selected Kid-Friendly Breakfast Foods
  • Introduction
  • Toaster Pastries
  • Figure 5-3 Co-Branded And Limited Edition Pop Tarts
  • Figure 5-4 Usage Rates For Toaster Pastries: By Presence/Absence Of Children In Household, 2008- 2017 (Percent)
  • Frozen Waffles
  • Figure 5-5 Licensed Character Eggo Waffles
  • Figure 5-6 Kodiak Cakes Toaster Waffles
  • Figure 5-7 Waffle Waffles
  • Figure 5-8 Usage Rates For Frozen Waffles: By Presence/Absence Of Children In Household, 2008-2017(Percent)
  • Frozen Breakfast Entrées/Sandwiches
  • Figure 5-9 El Monterey Breakfast
  • Figure 5-10 Bagel Bites Breakfast For “A Good Source Of Protein”
  • Figure 5-11 Usage Rates For Frozen Breakfast Entrees/Sandwiches: By Presence/Absence Of Children In Household, 2008-2017 (Percent)
  • Packaged Muffins
  • Figure 5-12 Soozy’s Clean. Delicous. Mindful. Muffins In Wild Blueberry And Sweet Potato
  • Figure 5-13 Garden Lites Licensed Character Muffins
  • Figure 5-14 Usage Rates For Packaged Muffins: By Presence/Absence Of Children In Household, 2008- 2017 (Percent)

Chapter 6 Lunch Foods:

  • Key Points
  • Lunch As Most Important Meal Of The Day
  • More Important To Larger Family Households
  • Table 6-1 Level Of Agreement That “Lunch Is More Important Than Breakfast Or Dinner”: By Household
  • Composition, 2017
  • Household With Children And Lunch Food Products
  • Kids Meal Solutions
  • Prepared Lunch Kits Widely Used By Families
  • Figure 6-1 Lunchables Uploaded
  • Figure 6-2 Lunchmakers Cracker Crunchers
  • Table 6-2 Usage Rates For Prepared Lunch Kits/Sandwiches: By Presence/Absence Of Children In The
  • Household, 2017 (Number And Percent)
  • Table 6-3 Usage Indexes For Use Of Prepared Lunch Kits/Sandwiches: By Number Of Children In
  • Household, 2017
  • Usage Trends For Selected Kid-Friendly Lunch Foods
  • Introduction
  • Figure 6-3 Lunchables Organic Pizza With Pepperoni
  • Figure 6-4 Usage Rates For Lunch Kits: By Presence/Absence Of Children In Household, 2008-2017 (Percent)
  • Healthier Lunch Food Kits
  • Figure 6-5 Revolution Foods Lunchbundle
  • Figure 6-6 Crunch Pak Snackers And Foodles
  • Figure 6-7 P3 Portable Protein Packs

Chapter 7 Dinner Foods:

  • Key Points
  • Dinner As The Most Important Meal Of The Day
  • Changing Dynamic Of The “Family Dinner”
  • Table 7-1 Levels Of Agreement That “Dinner Is More Important Than Breakfast Or Lunch”: By
  • Household Composition, 2017
  • Table 7-2 Selected Attitudes Toward Ingredients, Cooking, And Convenience Products: Households
  • Overall Vs. Households With Or Without Children, 2017
  • Household Usage Rates For Selected Dinner Food Products
  • Frozen Pizzas Even More Popular In Family Households
  • Families Are Key Consumers For Shelf-Stable Packaged Dinners Mixes
  • Figure 7-1 Annie’s Homegrown Mac & Cheese
  • Table 7-3 Usage Rates For Selected Dinner-Oriented Product Types Purchased At Higher Rates By
  • Households With Children, 2017 (Number And Percent)
  • Families Significantly Over-Index In Use Of Frozen Hot Snacks
  • Figure 7-2 Totino’s Pizza Sticks And Stuffed Nachos
  • Table 7-4 Usage Indexes For Selected Dinner-Oriented Product Types Purchased At Higher Rates By
  • Households With Children: By Number Of Children In Household, 2017
  • Usage Trends For Selected Kid-Friendly Dinner Foods
  • Frozen Hot Snacks
  • Figure 7-3 Nestlé Hot Pockets
  • Figure 7-4 Usage Rates For Frozen Hot Snacks: By Presence/Absence Of Children In The Household, 2008-2017 (Percent)
  • Shelf-Stable Packaged Dinners, Mixes And Kits
  • Figure 7-5 Kraft Macaroni & Cheese
  • Figure 7-6 Usage Rates For Shelf-Stable Packaged Dinners, Mixes, And Kits: By Presence/Absence Of
  • Children In The Household, 2008-2017 (Percent)
  • Frozen Pizza
  • Figure 7-7 Digoiorno Pizza
  • Figure 7-8 Usage Rates For Frozen Pizza: By Presence/Absence Of Children In The Household, 2008- 2017 (Percent)
  • The Kids Food And Beverage Market In The U.S., 9Th Edition

Chapter 8 Salty Snacks:

  • Key Points
  • Salty Snacks As Household Favorites
  • Introduction
  • Table 8-1 Selected Attitudes Toward Salty Snacking And Treats: Households Overall Vs. Households
  • With Or Without Children, 2017
  • Popcorn And Chips Have Strong Reach Among All Households, Particularly Families
  • Figure 8-1 Terra Chips
  • Table 8-2 Usage Rates For Selected Salty Snack Product Types Purchased At Higher Rates By
  • Households With Children, 2017 (Number And Percent)
  • Families Significantly Over-Index In Use Of Snack And Trail Mixes
  • Figure 8-2 Oberto Trail Mix
  • Table 8-3 Usage Indexes For Selected Salty Snack Product Types Purchased At Higher Rates By
  • Households With Children: By Number Of Children In Household, 2017
  • Usage Trends For Selected Kid-Friendly Salty Snack Categories
  • Snack And Trail Mixes
  • Figure 8-3 Sahale Snacks
  • Figure 8-4 Usage Rates For Snack/Trail Mixes: By Presence/Absence Of Children In Household, 2014- 2017 (Percent)
  • Pretzels
  • Figure 8-5 Rold Gold Thin Crisps
  • Figure 8-6 Usage Rates For Packaged Pretzels: By Presence/Absence Of Children In The Household, 2008-2017 (Percent)
  • Chips
  • Figure 8-7 Cheetos
  • Figure 8-8 Usage Rates For Salty Chips Other Than Potato: By Presence/Absence Of Children In
  • Household, 2008-2017 (Percent)
  • Popcorn Products
  • Figure 8-9 Angie’s Boomchickapop
  • Figure 8-10 Usage Rates For Popcorn Products: By Presence/Absence Of Children In Household, 2008- 2017 (Percent)

Chapter 9 Sweet Snacks:

  • Key Points
  • Treat Appeal Supports Sweet Snacking
  • Nearly Two-Thirds Often Snack Between Meals
  • Table 9-1 Selected Attitudes Toward Snacking And Sweets: Households Overall Vs. Households With Or Without Children, 2017
  • Home Sweet Snack Home
  • Cookies And Kids Just Go Together
  • Figure 9-1 Pure Growth Organic
  • Table 9-2 Usage Rates For Selected Sweet Snack Product Types Purchased At Higher Rates By
  • Households With Children, 2017 (Number And Percent)
  • Families Significantly Over-Index In Use Of Fruit Snacks
  • Figure 9-2 Welch’s Fruit Snacks With Fruit As 1St Ingredient
  • Table 9-3 Usage Indexes For Selected Sweet Snack Product Types Purchased At Higher Rates By
  • Households With Children: By Number Of Children In Household, 2017
  • Usage Trends For Selected Sweet Snack Categories
  • Cookies
  • Figure 9-3 Oreo Thins
  • Figure 9-4 Usage Rates For Packaged Cookies: By Presence/Absence Of Children In Household, 2008- 2017 (Percent)
  • Snack Cakes
  • Figure 9-5 Hostess Scary Cakes
  • Figure 9-6 Little Debbie S’Mores Cake Rolls
  • Figure 9-7 Usage Rates For Packaged Snack Cakes: By Presence/Absence Of Children In Household, 2008-2017 (Percent)

Chapter 10 Produce:

  • Key Points
  • Healthy Snacking Rooted In Produce Department
  • Fresh Cut And Single-Serve
  • Table 10-1 Selected Attitudes Toward Healthier Foods And Meal Preparation: Households Overall Vs.
  • Households With Or Without Children, 2017
  • Household Penetration For Produce Products
  • Eat Your Fruits And Veggies
  • Figure 10-1 Crunch Pak Apple Rings
  • Figure 10-2 Buddyfruits Fruit Tubes
  • Table 10-2 Usage Rates For Selected Produce Product Types Purchased At Higher Rates By Households With Children, 2017 (Number And Percent)
  • Families Skew Higher In Use Of Canned/Jarred Fruit
  • Figure 10-3 Slammers Superfood Snack
  • Figure 10-4 Gogo Squeez Fruit & Veggiez
  • Table 10-3 Usage Indexes For Selected Produce Product Types Purchased At Higher Rates By
  • Households With Children: By Number Of Children In Household, 2017
  • Usage Trends For Selected Vegetable And Fruit Categories
  • Fresh Produce
  • Figure 10-5 Veggie Noodle Spirals
  • Canned/Jarred Fruit
  • Figure 10-6 Fruit Refreshers Mandarin Oranges In Slightly Sweetened Coconut Water
  • Figure 10-7 Usage Rates For Canned/Jarred Fruit: By Presence/Absence Of Children In Household, 2008-2017 (Percent)
  • Canned/Jarred Veggies
  • Figure 10-8 Green Giant “Time To Swap In Veggies”
  • Figure 10-9 Usage Rates For Canned/Jarred Vegetables: By Presence/Absence Of Children In The
  • Household, 2008-2017 (Percent)

Chapter 11 Beverages:

  • Key Points
  • Kid-Friendly Liquids And Powders
  • Juice As Quintessential Kids’ Beverage
  • Figure 11-1 Capri Sun With All Natural Ingredients, No Added Sugar
  • Table 11-1 Usage Rates For Selected Beverage Product Types Purchased At Higher Rates By
  • Households With Children, 2017 (Number And Percent)
  • Families Significantly Over-Index In Use Of Powdered Soft Drinks
  • Figure 11-2 Welch’s Stur Organic
  • Table 11-2 Usage Indexes For Selected Beverage Product Types Purchased At Higher Rates By
  • Households With Children: By Number Of Children In Household, 2017
  • Usage Trends For Selected Kid-Friendly Beverage Categories
  • Powdered Soft Drinks
  • Figure 11-3 Mio Vitamins
  • Figure 11-4 Usage Rates For Powdered Soft Drinks: By Presence/Absence Of Children In The
  • Household, 2008-2017 (Percent)
  • Fruit Juice/Drinks
  • Figure 11-5 Juicy Juice Splashers With Half The Sugar
  • Figure 11-6 Usage Rates For Fruit Juices/Drinks Other Than Orange: By Presence/Absence Of Children In The Household, 2008-2017 (Percent)
Note: Product cover images may vary from those shown
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  • Angie’s
  • Buddyfruits
  • Capri Sun
  • Cheetos
  • Crunch Pak
  • Digoiorno
  • Eggo
  • Gogo Squeez
  • Green Giant
  • Hostess
  • Jif
  • Juicy Juice Splashers
  • Kodiak Cakes
  • Kraft
  • Lenny & Larry The Complete Cookie
  • Little Debbie
  • Lunchables
  • Mio Vitamins
  • Nature’s Path
  • Nestlé
  • Oreo
  • Plum Organics
  • Pop-Tarts
  • Rold Gold
  • Rxbar Kids
  • Soozy's
  • Totino’s
  • Tyson
  • Van's
  • Welch’s
Note: Product cover images may vary from those shown
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