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Title: The U. S. Market for Kids Foods and Beverages, 5th Edition
Published: June 2003

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The following is the abstract from the full report:
American youngsters represent a dynamic retail market, influencing an estimated $500 billion in total retail spending. The current youth market is the most ethnically and racially diverse American generation ever. Weaned on television, and exposed to advertising from birth, it is estimated that American children begin requesting name brand products by the age of two, and by the age of eight are regularly making their own purchases. Roughly half of all advertising directed at children is for food, and for good reason. Marketers know that the battle for future brand loyalty begins with these increasingly savvy young consumers. The U.S. Market for Kids Foods and Beverages examines the latest developments in this complex market to provide a comprehensive profile of the consumer, the products, sales trends, packaging, advertising and promotion, and developments likely to shape the market over the next five years.

With estimated annual sales in excess of $27 billion in 2002, the U.S. kids’ food and beverage market is vast and complex, comprising five broad categories and 60 sub categories. The U.S. Market Kids’ Food and Beverages provides detailed analysis of product trends for Meals and Meal Components, Desserts & Sweet Snacks, Candy, Beverages, and Savory Snacks specifically targeting children 5 to 14 years of age. Further detail is provided on sub segments within each of the five major categories. The Beverage Category, for example, includes detailed analysis of such segments as aseptic juices and drinks, shelf stable bottled juices, drink mixes, and refrigerated flavored milks and shakes. The meals and meal components category includes such sub segments as shelf stable entrees, refrigerated lunch kits, peanut butter and frozen pizza. The report includes trended sales data and projections of future growth.

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