Kids Food and Beverage Market in the U.S., 8th Edition

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Published Mar 14, 2016 | 121 Pages | Pub ID: LA5916745

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Kids Food and Beverage Market in the U.S., 8th Edition

Children’s influence on food and beverage categories is pronounced in food industry news: some 43% of households with kids spend in excess of $150 each week on groceries, compared to 16.1% of households without kids. And for kids, cold cereal is a big winner: among 21 different food and beverage categories, cold cereal rules the roost: Some 14% of all household cold cereal by volume is eaten by children, who eat about 36% of the cereal in their own homes. However, fruit snacks are the volume share leaders: kids eat 40% of fruit snacks in households with children.

When shopping for food and beverages at the supermarket on behalf of their kids, nutrition is at the top of parents’ lists: nearly half (46%) list nutritional value as most important when choosing foods for their children. And while parents want to ensure that their kids enjoy the food, marketers need to appeal to both kids and parents, in part because parents will often share the same meals but also because the foods they select for their children reflect their personal values about what is healthful. But it’s about a lot more than just health: convenience, pricing, usage occasion flexibility, and packaging are among key factors shaping food and beverage categories for kids. And with Millennial parents now accounting for 42% of all households with children, generational shifts are moving the kids food and beverage market in new directions.

Kids Food and Beverage Market in the U.S., 8th Edition delves deeply into and beyond these themes, helping food industry participants hone their marketing and product development strategies accordingly.

Kids Food and Beverage Market Analysis By Category

Kids Food and Beverage Market in the U.S., 8th Edition analyzes and trends seven food and beverage categories significant to children’s eating choices, usage occasions and need states, including breakfast foods, lunch foods, and dinner foods; sweet snacks and salty snacks; produce; and beverages.

Each category analysis includes trended usage of specific foods and beverages over a ten-year period (2006-2015) among households, drilling into households with children by key demographics (in particularly parents’ gender, generation, and HH income). Marketing strategies and product innovation relevant to each category’s position in the kids’ food and beverage market is also included, with careful consideration of how marketers are sating the needs and interests of both parents and kids. The Kids Food and Beverage Market in the U.S., 8th Edition also analyzes the following:
  • Household usage analysis of 21 different types of foods and beverages that play significant role in family household eating habits. Analysis extends to household usage by volume/amount of 16 food and beverage types, with volume share attributable to children.
  • Forecasts for the adult and child population, as well as child population by age, racial/ethnic demographics, and household income; children’s influence on grocery spending; and impact of childhood obesity on product innovation and marketing.
  • Consumer attitudes toward factors influence the purchase of kids’ food and beverage, focusing on healthfulness, enjoyment/product attribute, and packaging/price.
  • Consumer attitudes toward diet and eating habits—performed in part by asking adults to rank both themselves and their children’s habits.
  • Parents’ attitudes related to food, advertising and shopping with their children, including attitudes relating to cooking enjoyment and food healthfulness; attitudes about advertising; and attitudes toward shopping with their kids, and influence of kids on purchasing decisions.
  • How parents and kids learn about new kids’ food products, including parent sources for product innovation, in-store marketing tactics, traditional media, and social media marketing; the influence of kids’ requests and friend recommendations; where kids learn about new food products; and parental attitudes toward getting kids to try new foods and implications for the kids’ food and beverage market.
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