The U.S. Kid's Food and Beverage Market

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Published Nov 1, 2001 | 257 Pages | Pub ID: LA278692

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This Packaged Facts report discusses the broad and complex U.S. kids' food and beverage market. Valued at a colossal $11 billion and growing, this market is comprised of those foods and beverages that are specifically marketed to children 5 to 14 years of age. This study divides the market into three major categories: meal items, snacks and desserts, and beverages. In addition, many segments within these categories are covered, including, but are not limited to: cookies, fruit rolls, yogurt, pudding, ice cream, peanut butter, cereal, and lunch packs. Brand share data, based on Information Resources Inc.'s InfoScan sales-tracking data, Simmons demographic profiles, advertising expenditures, historical sales data covering 1996-2000, and sales projections through the year 2005 are all included in this report. The strategies of key companies are explored, among them Bestfoods, General Mills, Nestle S.A., and Kellogg Co.

  1. Executive Summary
    Scope and Methodology
    • Market Definition of Kids’ Foods and Beverages
    • Report Methodology

    The Products
    • Large and Varied Kids’ Market
    • Packaging Gone Crazy
    • Meal Items
    • Snacks and Desserts
    • Beverages
    • Nutrition Labeling and Education Act

    The Market
    • Supermarket Sales Reach $11.3 Billion in 2001
    • Table 1-1: Estimated U.S. Supermarket Sales of Kids’ Foods, 1997-2005 (dollars; percent)
    • Table 1-2: Supermarket Sales of Kids’ Foods by Product Category, 1997-2000 (dollars; percent): Meal Items, Snacks/Desserts, Beverage Products
    • Meal Items Make up over Half of Market
    • Table 1-3: The U.S. Kids’ Foods Market: Share of Supermarket Sales by Product Category, 1997 vs. 2000 (percent)
    • Overall Slow Growth, with Spurts of Action
    • Sales to Near $12.9 Billion in 2005
    • Table 1-4: Projected U.S. Supermarket Sales of Kids’ Foods and Beverages, 2001-2005 (dollars, percent)

    The Marketers
    • Top Three Marketers Account for over Half of Total Market
    • Mergers and Acquisitions Abundant
    • Cyberspace Potential
    • Creative Advertising a Must

    Distribution and Retail
    • Retailers Target Kids
    • In-Store Promotions

    The Consumer
    • 39.7 Million Kids Aged 5-14
    • Households with Children
  2. The Products
    Introduction
    • Viable Kids’ Market
    • Products Made for Kids
    • Special Note: Report Focuses on Products for Kids Aged 5-14
    • Three Product Categories
    • Products Excluded from This Report

    Meal Items
    • Breakfast, Lunch, and Dinner Products Included in Its Four Segments
    • Cereals
    • Other Breakfast Foods
    • Lunch Packs
    • Dinners/Hot Meal Entrees

    Snacks and Desserts
    • Five Snacks and Desserts Segments
    • Cookies, Crackers and Baked Goods
    • Fruit and Produce Snacks
    • Ice Cream and Frozen Novelties
    • Peanut Butter
    • Puddings, Gelatins, and Yogurts

    Beverages
    • Three Types of Beverages in This Unsegmented Category
    • Portable Beverages

    Packaging
    • Exciting Packaging a Must
    • Tiny-People Wrappers
    • TV and Movie Character Hype
    • Innovative Fruit and Vegetable Packaging
    • Safer, Smaller Drink Bottles

    Government Regulation
    • Nutrition Labeling and Education Act
    • Regulation of Specific Product Claims
    • New Food Pyramid
  3. The Market
    Market Size and Growth
    • Methodology for Sales Estimates
    • Supermarket Sales to Reach $11.3 Billion in 2001
    • Table 3-1: Estimated U.S. Supermarket Sales of Kids’ Foods, 1997‑2001 (dollars; percent)
    • Meal Items Are Largest Kids’ Foods/Beverages Category
    • Table 3-2: Estimated U.S. Supermarket Sales of Kids’ Foods by Product Category, 1997-2001 (dollars, percent): Meal Items, Snacks/Desserts, Beverage Products
    • Figure 3-1: Estimated U.S. Supermarket Sales of Kids’ Foods, 1997‑2001 (dollars; percent)
    • Meal Items in Fair Growth to $5.6 Billion
    • Table 3-3: Estimated U.S. Supermarket Sales of Kids’ Meal Items by Product Segment, 1997-2001 (dollars; percent): Cereals, Other Breakfast Items, Lunch Packs, Dinner/Hot Meal Entrees
    • Snacks and Desserts in Push to $3.9 Billion
    • Table 3-4: Estimated U.S. Supermarket Sales of Kids’ Snacks and Desserts by Product Segment, 1997-2001 (dollars; percent): Puddings/Gelatins/Yogurt, Cookies/Crackers/Baked Goods, Ice Cream/Frozen Novelties, Peanut Butter, Fruit/Produce Snacks
    • Kids’ Beverages Progress to $1.8 Billion
    • Table 3-5: Estimated U.S. Supermarket Sales of Kids’ Beverages, 1997‑2001 (dollars, percent)

    Market Composition
    • Meal Items Half of Market
    • Table 3-6: The U.S. Kids’ Foods Market: Share of Supermarket Sales by Product Category, 1997 vs. 2000 (percent): Meal Items, Snacks/Desserts, Beverage Products
    • Breakfast Cereals Dominate Meal Category
    • Table 3-7: The U.S. Kids’ Foods Market: Share of Meal Item Sales Through Supermarkets by Product Segment, 1997 vs. 2000 (percent): Cereal, Other Breakfast Items, Lunch Packs, Meal Entrees
    • Puddings, Gelatins, and Yogurts Now Lead Snacks/Desserts Category
    • Table 3-8: The U.S. Kids’ Foods Market: Share of Snack and Dessert Sales Through Supermarkets by Product Segment, 1997 vs. 2000 (percent): Puddings/Gelatins/Yogurt, Cookies/Crackers/Baked Goods, Ice Cream, Peanut Butter, Fruit Snacks/Produce
    • Snacks and Desserts Contribute the Most to Market Growth
    • Table 3-9: Dollar Change in U.S. Kids’ Food Supermarket Sales by Product Category, 1999 vs. 2000 (dollars; percent): Meal Items, Snacks/Desserts, Beverages
    • Supermarkets Account for 90% of Sales
    • Figure 3-2: The U.S. Kids’ Foods Market: Share of Total Retail Sales by Outlet Type, 2000 (percent): Supermarkets, Mass Merchandisers/Warehouse Clubs, Other
    • Interesting Regional Skews
    • Table 3-10: The U.S. Kids’ Foods Market: Regionality of Consumption of Selected Kids’ Foods and Beverages, 2000 (listing): 17 marketers

    Factors in Future Market Growth
    • Overall Slow and Steady with Undercurrents of Action
    • Kid Population Will Decrease after 2010
    • Kids Continue to Gain Buying Power
    • More Kids Cook
    • Kids’ Propensity to Snack
    • Health Matters
    • Organic Foods Growing
    • Kids’ Tastes
    • Licensing Opportunities
    • Schools Prove to Be a Viable Market
    • Kids Set Sail on the Web

    Projected Market Growth
    • Sales to Near $12.9 Billion in 2005
    • Meal Items to Approach $6.1 Billion
    • Snacks and Desserts in Brisk Climb to $4.9 Billion
    • Beverages in Struggle to $1.9 Billion
    • Table 3-11: Projected U.S. Supermarket Sales of Kids’ Foods and Beverages by Product Category, 2001-2005 (dollars, percent): Meal Items, Snacks/Desserts, Beverage Products
    • Figure 3-3: Projected U.S. Supermarket Sales of Kids’ Food and Beverages, 2001-2005 (dollars; percent)
  4. The Marketers
    The Marketers
    • Number of Marketers
    • Wide Range of Marketer Types
    • Multi-Category Marketers Common
    • Table 4-1: U.S. Kids’ Foods Market: Top Ten Marketers and Their Product Categories (listing): Meal Items, Snacks/Desserts/Beverage Products
    • Recent Mergers and Acquisitions
    • Table 4-2: U.S. Kids’ Foods Market: Selected Leading Marketers and Brands, 2001 (list): 53 marketers

    Marketer and Brand Shares
    • Note on Share Estimation
    • Top Tier of Kids’ Foods Marketers Accounts for 55% of Total Market Sales
    • Table 4-3: Estimated Marketer Share of U.S. Kids’ Foods Supermarket Dollar Sales, 2000 (percent): 12 marketers
    • Kellogg Leads in Meal Items
    • Table 4-4: Estimated Marketer Shares of U.S. Kids’ Foods Supermarket Sales: Meal Items, 2000 (percent): 9 marketers
    • General Mills Commands Cereals
    • Table 4-5: Estimated Marketer Shares of U.S. Kids’ Food Supermarket Sales: Cold Cereals, 1999 vs. 2000 (percent): 5 marketers, 29 brands
    • Kellogg Reigns in Other Breakfast Foods Segment
    • Table 4-6: Estimated Marketer Shares of U.S. Kids’ Food Supermarket Sales: Other Breakfast Foods, 1999 vs. 2000 (percent): 4 marketers
    • Oscar Mayer Synonymous with Lunch Packs
    • Table 4-7: Estimated Marketer Shares of U.S. Kids’ Food Supermarket Sales: Lunch Packs, 1999 vs. 2000 (percent): 2 marketers
    • Dinner Entrees Are Tough Niche to Handle
    • Table 4-8: Estimated Marketer Shares of U.S. Kids’ Food Supermarket Sales: Dinner Entrees, 1999 vs. 2000 (percent): 6 marketers
    • General Mills Barely Leads Snacks and Desserts Category
    • Table 4-9: Estimated Marketer Shares of U.S. Kids’ Food Supermarket Sales: Snacks and Desserts, 2000 (percent): 12 marketers
    • McKee Foods Holds Strong Stance in the Cookie, Cracker, and Baked Goods Segment
    • Table 4-10: Estimated Marketer Share of U.S. Kids’ Food Supermarket Sales: Cookies, Crackers, and Baked Goods, 1999 vs. 2000 (percent): 8 marketers
    • Three Marketers Account for over 90% of Puddings, Gelatins, and Yogurts Sales
    • Table 4-11: Estimated Marketer Shares of U.S. Kids’ Food Supermarket Sales: Puddings, Gelatins, and Yogurts, 1999 vs. 2000 (percent): 4 marketers, 14 brands
    • Unilever Has Strong Stance in Frozen Treats
    • Table 4-12: Estimated Marketer Shares of U.S. Kids’ Food Supermarket Sales: Ice Cream and Frozen Novelties, 1999 vs. 2000 (percent): 7 marketers, 17 brands
    • Jif’s Peanut Butter Share Dominates
    • Table 4-13: Estimated Marketer Shares of U.S. Kids’ Food Supermarket Sales: Peanut Butter, 1999 vs. 2000 (percent): 6 marketers, 8 brands
    • No Competition for General Mills in Fruit Snacks
    • Table 4-14: Estimated Marketer Shares of U.S. Kids’ Food Supermarket Sales: Fruit Snacks, 1999 vs. 2000 (percent): 5 marketers, 27 brands
    • Philip Morris Knows Beverages
    • Table 4-15: Estimated Marketer Shares of U.S. Kids’ Food Supermarket Sales: Beverages, 1999 vs. 2000 (percent): 6 marketers, 11 brands

    The Competitive Situation
    • Licensing Opportunities Overwhelming
    • Brand Label Strength Mostly for Parents
    • School Advertising Advantages
    • Fighting for Shelf Space
    • New, Exciting Products

    Competitive Profile: Campbell Soup Co.
    • Company Overview
    • Campbell Beginnings
    • New Campbell Ballpark
    • Campbell’s New Focus on Convenience
    • New SpaghettiO’s Website
    • Campbell’s Kid’s Products

    Competitive Profile: Coca-Cola Co.
    • Company Overview
    • Company History
    • More Localized Stance
    • Coca-Cola Takes on Kids

    Competitive Profile: ConAgra Foods, Inc.
    • Company Overview
    • Acquisitions in 2000
    • “Operation Overdrive”
    • ConAgra Fights Hunger
    • ConAgra Has Grip on Kids Market

    Competitive Profile: Fran’s Healthy Helpings
    • Company Overview
    • Healthy Appeal
    • Fran Feels No Threat from Larger Competitors
    • Success in the Freezer Aisle

    Competitive Profile: General Mills, Inc.
    • Company Overview
    • Wheaties a Company Mainstay
    • Cereal Adventure
    • Box Tops for Education
    • GM’s Stance on Kids

    Competitive Profile: Kellogg Co.
    • Company Overview
    • Slip to 2nd Place in U.S. Cereal Sales
    • Kellogg Co. Merges with Keebler
    • Cereal Trouble
    • Disney Tie-in
    • Kids’ Product Offerings

    Company Profile: Nabisco Holdings Corp.
    • Company Overview
    • Nabisco No Longer Independent
    • Integrated Marketing Intelligence Program
    • Fixing U.S. Biscuit
    • Acquisition of Favorite Brands International
    • Nabisco Boasts Significant Brand Territory

    Company Profile: Nestlé S.A.
    • Company Overview
    • Company History
    • Beverage Alliance
    • Nestlé’s Kids

    Competitive Profile: Philip Morris Cos., Inc.
    • Company Overview
    • Company History
    • Kraft Foods North America
    • Acquisition of Nabisco Holdings Corporation
    • Cigarette Troubles

    Competitive Profile: Procter & Gamble Co.
    • Company Overview
    • Company History
    • Major Restructuring
    • Plethora of Brands

    Competitive Profile: Quaker Oats Co.
    • Company Overview
    • History in Brief
    • PepsiCo Agrees to Purchase Quaker
    • Major Brands

    Competitive Profile: Unilever Bestfoods
    • Company Overview
    • Company Beginnings
    • Path to Growth Program and Other Consolidation Ventures
    • Unilever’s Kids’ Foods

    Marketing Trends
    • Kids More Independent than Ever
    • Gravity of Cyber Space
    • Packaging Gone Cuckoo
    • Kids Snacking More Often, Marketers Report
    • More Younger Cooks
    • Convenience Is Key
    • More Packaged Meals

    New Product Trends
    • Kid Power Leads to a Plethora of New Products
    • “Exciting” Becoming Standard
    • Ick Appeal
    • More Healthy Kids’ Products
    • Organics for Kids
    • Calcium Finally Gaining Fame
    • Fruit and Vegetable Niche Growing
    • Kid-Oriented Drinks
    • “Play Food” a Big Hit among Youngsters
    • Meal Entrees for Tiny People

    New Product Introductions
    • Table 4-17: Selected New Product Introductions for the U.S. Kids’ Foods Market, 2000 (listing): 96 marketers, 153 brands

    Advertising Expenditures
    • National Consumer Advertising Totals about $751 Million
    • Top Three Advertisers Spend Nearly $541 Million
    • General Mills Spends $212.5 Million
    • Kellogg Spends Big
    • Philip Morris Spends $127.3 Million on Advertising
    • Second-Tier of Advertisers Spend Nearly $173 Million
    • Third Tier of Advertisers Account for $37.1 Million in Expenditures
    • Web Captures $130 Million of Kids’ Spending

    Advertising Positioning
    • “Get Real” Stance
    • Product as Hero
    • Creativity a Must
    • Rules Meant to Be Broken
    • New Book-Product Tie-ins
    • Athletic Insight
    • MooTown’s Take on Humor
    • Kraft’s Emphasis on Convenience
    • Responsible Web Advertising
  5. Distribution and Retail
    Distribution Overview
    • Various Methods of Delivery
    • DSD Costly but Advantageous
    • Company-Owned Routes
    • Warehouse Delivery
    • Master Distributors
    • Vending Machines
    • Warehouse Clubs
    • ECR Operations

    At the Retail Level
    • Retailers Target Kids
    • Supermarkets
    • Convenience Stores
    • More about Warehouse Clubs
    • Supermarkets Account for Majority of Sales
    • Shelf Placement
    • Figure 5-1: The U.S. Kids’ Foods Market: Share of Total Retail Sales by Outlet Type, 2000 (percent): Supermarkets, Mass Merchandisers/Warehouse Clubs, Other
    • In-Store Promotions
    • Retailers Promote Health
    • End-Aisle Displays
    • Stand-Alone Displays

    Retail Focus: Meal Items
    • Cereal Hype
    • Cereal Margins Average 21%
    • Freezer Battles
    • Lunch Packs
    • Retail Prices of Meal Items
    • Table 5-1: The U.S. Kids’ Foods Market: Suggested Retail Prices of Selected Meal Items, May 2001 (listing): 4 segments, 6 marketers, 15 brands

    Retail Focus: Snacks and Desserts
    • 69.6% of Snack Sales Made in Supermarkets
    • Produce
    • Fruit Snacks
    • Fruit Bars and Snacks Post Relatively High Margins
    • Almost 90% of Ice Cream Sales Made in Supermarkets
    • Ice Cream and Frozen Yogurt Margins High
    • Per-Serving Snack and Dessert Prices
    • Table 5-2: The U.S Kids’ Foods Market: Suggested Retail Prices of Selected Snack and Dessert Products, May 2001 (listing): 4 segments, 12 marketers, 17 brands

    Retail Focus: Beverages
    • Shelf Allowances
    • Juice and Juice Drink Aisles
    • Convenience for Kids
    • Beverage Product Prices Vary
  6. The Consumer
    Population Overview
    • 39.7 Million Kids Aged 5-14
    • 2010 Kid Population Projected at 39.3 Million
    • Table 6‑1: U.S. Resident Population Projections of Kids Aged 5-14, 2000-2050 (number, percent)
    • Males Outnumber Females
    • Figure 6-1: Share of U.S. Population Aged 5-14 by Gender, 2000 (percent)
    • Households With Kids
    • Table 6-2: Household Size, March 2000 (number)

    Data Overview
    • Note on Simmons Data
    • Overview
    • Demographics of Kellogg’s Purchasers
    • Table 6-3: Demographic Characteristics Favoring Use of Kellogg Selected Cereals by Brand, 2000 (listing): 14 factors; Apple Jacks, Froot Loops, Frosted Flakes
    • General Mills Cereal Purchasers
    • Table 6-4: Demographic Characteristics Favoring Use of General Mills Cereals by Brand, 2000 (listing): 14 factors; Cheerios, Lucky Charms
    • Toaster Pastry Demographics
    • Table 6-5: Demographic Characteristics Favoring Use of Toaster Pastries by Major Brand, 2000 (listing): 14 factors; Kellogg’s Pop Tarts, Nabisco Toastettes, Pillsbury Toaster Strudel
    • Lunch Packs
    • Table 6-6: Demographic Characteristics Favoring Use of Lunch Packs by Brand, 2000 (listing): 14 factors; Oscar Mayer Lunchables, Bryan Lunch N’ Munch
    • Canned Pasta
    • Table 6-7: Demographic Characteristics Favoring Use of Canned Pasta by Brand, 2000 (listing): 14 factors; Chef Boy-Ar-Dee, Franco-American
    • Dinner Mix Demographics
    • Table 6-8: Demographic Characteristics Favoring Use of Complete Packaged Dinner Mixes by Brand, 2000 (listing): 14 factors; Chef Boy-Ar-Dee, Kraft Macaroni & Cheese
    • Demographics for Microwavable Dinner Entrees
    • Table 6-9: Demographic Characteristics Favoring Use of Microwavable Dinner Entrees by Brand, 2000 (listing): 14 factors; Chef Boy-Ar-Dee, Kids Kitchen
    • Dried Fruit Snacks
    • Table 6-10: Demographic Characteristics Favoring Use of Dried Fruit Snacks by Brand, 2000 (listing): 14 factors; Betty Crocker Fruit By the Foot, Sunkist Fun Fruits
    • Cookies
    • Table 6-11: Demographic Characteristics Favoring Use of Cookies by Brand: 2000 (listing): 14 factors; Nabisco Teddy Grahams Sandwich, Betty Crocker Dunkaroos
    • Snack Cakes
    • Table 6-12: Demographic Characteristics Favoring Use of Baked Goods/Snack Cakes by Brand, 2000 (listing): 14 factors; Hostess, Madison, Little Debbie
    • Pudding Purchasers
    • Table 6-13: Demographic Characteristics Favoring Use of Pudding Snacks by Brand, 2000 (listing): 14 factors; Jell-O Pudding Snacks, Hunt’s Snack Pack, and Swiss Miss Ready-to-Eat Pudding
    • Gelatin Cup Purchasers
    • Table 6-14: Demographic Characteristics Favoring Use of Gelatin Desserts by Brand, 2000 (listing): 14 factors; Del Monte Gel Snack Cups, Jello-O Gelatin Snacks Regular, and Kraft Handi Snack
    • Kids’ Yogurt Purchasers
    • Table 6-15: Demographic Characteristics Favoring Use of Yogurts by Brand, 2000 (listing): 14 factors;Jell-O Kid Pack vs. Trix
    • Kids’ Frozen Novelties
    • Table 6-16: Demographic Characteristics Favoring Use of Frozen Novelties by Brand, 2000 (listing): 14 factors; Drumstick Sundae Cones; Flintstone Push Up, and Kool-Aid Kool Pops
    • Peanut Butter
    • Table 6-17: Demographic Characteristics Favoring Use of Peanut Butters by Brand, 2000 (listing): 14 factors; Jif, Peter Pan, and Skippy
    • Powdered Drink Mix Purchasers
    • Table 6-18: Demographic Characteristics Favoring Use of Powdered Drink Mixes by Brand, 2000 (listing): 14 factors; Hawaiian Punch, Hi-C, and Kool-Aid
    • Single-Serve Drink Purchasers
    • Table 6-19: Demographic Characteristics Favoring Use of Single-Serve Fruit Drinks, 2000 (listing): 14 factors; Capri Sun, Hawaiian Punch

    Appendix I: Examples of consumer and trade advertising and promotions
    Appendix II: Addresses of selected marketers

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