Kids Food and Beverage Market in the U.S., 6th Edition

Many of the more than 43 million kids have become quite food savvy as a result of watching TV cooking shows with their foodie parents and being exposed to new foods while traveling and eating out. This has created both opportunities and challenges for developers and marketers, as kids have become more willing to explore new foods, but at the same time more discriminating when it comes to food selection. Marketers’ greatest concern used to be the gatekeeper, who ultimately made the decision to purchase a product. But today, the little foodies of the world expect more from what they are being served … more in terms of presentation, taste, and quality.
Fact is, the kids’ food market is a broad and complex one, spanning numerous categories and product segments. In Kids Food and Beverage Market in the U.S., Packaged Facts qualifies a food as being a kids’ food when it has a taste kids love; nutrition kids need; or entertainment kids crave. Ideally the product possesses all three of these characteristics. This is accomplished through formulation, packaging, and marketing.
There are a number of reasons why food marketers are developing products specifically for the 2- to 12-year-old age group. For starters, this demographic represents about one-seventh of the population. It is also the most influential demographic for marketers. Life-long dietary habits are established during this 10-year age span, and brand loyalty begins. These factors and more are influencing the $10 billion market for children’s food and beverages.
Scope of Report
This report focuses on retail-packaged food and beverage products, or simply foods, targeted to children in the 2- to 12-year-old age group. Packaged Facts divides the kids market into three segments:
- 2- to 5-year-olds, or preschoolers;
- 6- to 9-year-olds, or younger kids; and
- 10- to 12-year-olds, or tweens.
Report Methodology
The information contained in this report was obtained from primary and secondary research. Primary research included proprietary Packaged Facts consumer survey data, consultations with food and beverage market sources and on-site examination of retail venues. Secondary research included extensive Internet canvassing and research- and data-gathering from relevant consumer business and trade publications; company reports including annual reports, press releases, and investor conference calls; company profiles in trade and consumer publications; government reports; and other food and beverage market reports by Packaged Facts.
Our consumer demographics analysis draws primarily on data compiled by Experian Simmons, New York. Each year, Experian Simmons surveys a large sample of consumers about their personal and household buying habits. The results cited in this report are based on the Spring 2010 survey (April 2009 to June 2010), and on a sample size of 23,572 adults, which represents approximately 115 million households. Of these households, 22%, or 25,085, have children under the age of 12-years old.
Additionally, data from the National Health and Nutrition Examination Survey (NHANES) provides insight into children and the obesity epidemic. Data on new product introductions are based on Product Launch Analytics, a Datamonitor service. Various sales estimates and data pertaining to marketers of children’s food and beverage products are partially derived from figures based on SymphonyIRI sales tracked through U.S. supermarkets and grocery stores, drugstores, and mass merchandisers (including Target and Kmart, but excluding Walmart) with annual sales of $2 million or more.
- Chapter 1: Executive Summary
- Introduction
- Scope of Report
- Report Methodology
- What Makes a Food a Kids’ Food?
- Retail Channels Covered
- Why Target Kids?
- The Regulatory Environment
- The Market
- A Conservative Assessment: 2010 Sales Hit $10 Billion
- Table 1-1: Total U.S. Sales of Kids’ Foods and Beverages, 2005-2015 (in millions of dollars)
- Kids’ Market Broken Down Into 7 Categories, Plus “Other”
- Figure 1-1: U.S. Kids’ Foods and Beverages, Dollar Sales and Percent Share by Category, 2010
- Traditional vs. Better-for-You Shares
- The Marketers
- General Mills Is a Market Powerhouse
- Campbell Soup Shakes the Salt
- ConAgra Encourages Kids to Play with Their Food
- Nestlé Focuses on Nutrition
- Sara Lee Gets to the Meat of the Matter
- Fresh & Easy Is a Committed “Green” Grocer
- Stonyfield Farm’s “Yo” Brands for Youngsters
- Nature’s Path Grows a Business From the (Organic) Ground Up
- Annie’s Helps You “Eat Responsibly, Act Responsibly”
- Ian's Natural Foods Blazes Trail in Allergy-sensitive
- Marketing Overview
- Food Advertising to Kids in the 21st Century
- Many Options on How to Reach Kids
- Marketing to Kids
- Kids Advertising
- Reaching Kids via Online Games, Texting, and More
- The Marketplace
- The New Food Shopper
- Where Consumers Buy Kids’ Foods and Beverages
- Figure 1-2: U.S. Retail Sales of Kids’ Foods and Beverages, by Outlet, 2010
- Safeway Leads in the Private Label Kids’ Food Sector
- The Consumer
- Kids’ Population Totals 43.4 Million
- A Bunch of Little Foodies
- Younger Kids’ Population to Experience Below-Average Growth
- Table 1-2: Select Age Group Projections, 2010 vs. 2015
- Number of Hispanics Under Age 14 to increase 14% by 2015
- Table 1-3: Change in Population of Kids Under the Age of 14, by Race and Hispanic Origin, 2010 vs. 2015 (in thousands)
- The Prevalence of Obesity Among Today’s Kids
- Figure 1-3: Prevalence of Overweight Children, Ages 6 to 11, by gender, 1963-2004
- Parents Will Choose Natural for Their Kids
- Organic Reigns with Parents, Too
- What Parents Will Buy For Their Kids
- Table 1-4: Percent of Adults Who Purchased Select Kids’ Foods, Fall 2010
- The Impact of the Recession on Kids’ Food Purchases
- Table 1-5: How the Recession Has Impacted Purchases, Fall 2010
- New Products and Trends
- Unique Nutritional Needs Drive Innovation
- Kids’ Foods and Beverages Are Booming
- Table 1-6: Total Number of Product Lines and SKUs Introduced to the U.S. Marketplace Targeted to Kids, 2005-2010
- Single-Serving Is the Leading Claim
- Ingredients to Note
- Chapter 2: The Products
- Key Points
- Products Analyzed
- Scope of Report
- What Makes a Food a Kids’ Food?
- Making the Cut
- Candy Is a Treat, Not a Food for This Report
- Foodservice Not a Focus
- Retail Channels Covered
- When Kids Started Getting Their Own Foods and Beverages
- Products for Kids
- Why Target Kids?
- Kids Population Totals 43 Million
- Table 2-1: Size of Kids Population as Percent of Total U.S. Population, 2008
- Table 2-2: Size of Kids Population by Single Year of Age, 2- to 12-year-olds, 2008
- Kids Population to Remain Steady
- Table 2-3: Selected Age Groups as Percent of Total Population, 2010 vs. 2015
- Government Influence on Kids’ Products
- Around One-Third of These Kids Are Overweight or Obese
- White House Task Force on Childhood Obesity
- The Task Force Report
- Exploring the Five Areas of the Task Force Report
- Getting Children a Healthy Start on Life
- Empowering Parents and Caregivers
- Providing Healthy Food in Schools
- Improving Access to Healthy, Affordable Food
- Getting Children More Physically Active
- Next Steps for Federal Agencies
- The Healthy, Hunger-Free Kids Act of 2010
- Federal Regulations
- The Regulatory Environment
- Labeling Nomenclature
- Provide the Facts: Nutritional Information Musts
- Products Exempt from Nutrition Labeling
- Nutrition Regulations in Foodservice
- FDA Calls On Food Industry to Correct Labeling Violations
- Table 2-4: Kids’ Products Receiving FDA Labeling Violation Letters
- Kellogg to Pay Millions in Kids’ Attention Class Action Settlement
- Health, Nutrient Content, and Structure/Function Claims
- Significant Scientific Agreement Health Claims
- Qualified Health Claims
- Nutrient Content Claims
- Structure/Function Claims
- Labeling Allergens
- Marketing Label Claims
- Fat Content
- Locally Produced
- Organic
- No Added Hormones
- Omega-3 Fatty Acids
- Healthy
- Natural
- Chapter 3: The Market
- Key Points
- Market Size: Yesterday, Today and Tomorrow
- A Conservative Assessment: 2010 Sales Hit $10 Billion
- Table 3-1: Total U.S. Sales of Kids’ Foods and Beverages, 2005-2015 (in millions of dollars)
- Figure 3-1: Total U.S. Sales of Kids’ Foods and Beverages, 2005-2015 (in millions of dollars)
- Market Composition
- Kids’ Market Broken Down Into 7 Categories, Plus “Other”
- Table 3-2: U.S. Kids’ Foods and Beverages, Dollar Sales and Percent Share by Category, 2010
- Figure 3-2: U.S. Kids’ Foods and Beverages, Dollar Sales and Percent Share by Category, 2010
- Traditional vs. Better-for-You Shares
- Figure 3-3: U.S. Kids’ Foods and Beverages, Percent Share by Better-for-You Description, 2010
- The Beverage Business
- Table 3-3: U.S. Kids’ Foods and Beverages: Beverages, by Dollar Sales and Percent Share, 2010
- Figure 3-4: U.S. Kids’ Foods and Beverages: Beverages, by Percent Share of Dollar Sales, 2010
- Table 3-4: U.S. Kids’ Foods and Beverages: Beverages, by Dollar Sales, 2005-2015 (in millions of dollars)
- Figure 3-5: U.S. Kids’ Foods and Beverages: Beverages, by Dollar Sales, 2005-2015 (in millions of dollars)
- It’s a Cold Cereal World for Kids
- Table 3-5: U.S. Kids’ Foods and Beverages: Cereal, by Dollar Sales and Percent Share, 2010
- Figure 3-6: U.S. Kids’ Foods and Beverages: Cereal, by Percent Share of Dollar Sales, 2010
- Table 3-6: U.S. Kids’ Foods and Beverages: Cereal, by Dollar Sales, 2005-2015 (in millions of dollars)
- Figure 3-7: U.S. Kids’ Foods and Beverages: Cereal, by Dollar Sales, 2005-2015 (in millions of dollars)
- Dairy Is a Natural for Kids
- Table 3-7: U.S. Kids’ Foods and Beverages: Dairy Products, by Dollar Sales and Percent Share, 2010
- Figure 3-8: U.S. Kids’ Foods and Beverages: Dairy Products, by Percent Share of Dollar Sales, 2010
- Table 3-8: U.S. Kids’ Foods and Beverages: Dairy Products, by Dollar Sales, 2005-2015 (in millions of dollars)
- Figure 3-9: U.S. Kids’ Foods and Beverages: Dairy Products, by Dollar Sales, 2005-2015 (in millions of dollars)
- Frozen Foods Are All About Convenience
- Table 3-9: U.S. Kids’ Foods and Beverages: Frozen Foods, by Dollar Sales and Percent Share, 2010
- Figure 3-10: U.S. Kids’ Foods and Beverages: Frozen Foods, by Percent Share of Dollar Sales, 2010
- Table 3-10: U.S. Kids’ Foods and Beverages: Frozen Foods, by Dollar Sales, 2005-2015 (in millions of dollars)
- Figure 3-11: U.S. Kids’ Foods and Beverages: Frozen Foods, by Dollar Sales, 2005-2015 (in millions of dollars)
- Shelf-Stable Meals Are All About Shapes
- Table 3-11: U.S. Kids’ Foods and Beverages: Meals, Shelf-Stable, by Dollar Sales and Percent Share, 2010
- Figure 3-12: U.S. Kids’ Foods and Beverages: Meals, Shelf-Stable, by Percent Share of Dollar Sales, 2010
- Table 3-12: U.S. Kids’ Foods and Beverages: Meals, Shelf-Stable, by Dollar Sales, 2005-2015 (in millions of dollars)
- Figure 3-13: U.S. Kids’ Foods and Beverages: Meals, Shelf-Stable, by Dollar Sales, 2005-2015 (in millions of dollars)
- Opportunities with Fruits and Veggies
- Table 3-13: U.S. Kids’ Foods and Beverages: Produce, by Dollar Sales and Percent Share, 2010
- Figure 3-14: U.S. Kids’ Foods and Beverages: Produce, by Percent Share of Dollar Sales, 2010
- Table 3-14: U.S. Kids’ Foods and Beverages: Produce, by Dollar Sales, 2005-2015 (in millions of dollars)
- Figure 3-15: U.S. Kids’ Foods and Beverages: Produce, by Dollar Sales, 2005-2015 (in millions of dollars)
- Snack Attack: Bars for Kids Are Driving Growth
- Table 3-15: U.S. Kids’ Foods and Beverages: Snacks, Salty and Sweet, by Dollar Sales and Percent Share, 2010
- Figure 3-16: U.S. Kids’ Foods and Beverages: Snacks, Salty and Sweet, by Percent Share of Dollar Sales, 2010
- Table 3-16: U.S. Kids’ Foods and Beverages: Snacks, Salty and Sweet, by Dollar Sales, 2005-2015 (in millions of dollars)
- Figure 3-17: U.S. Kids’ Foods and Beverages: Snacks, Salty and Sweet, by Dollar Sales, 2005-2015 (in millions of dollars)
- The Other Category
- Share of Market Changes Slightly in 2015
- Table 3-17: U.S. Kids’ Foods and Beverages, Dollar Sales and Percent Share by Category, 2010 vs. 2015
- Chapter 4: The Marketers
- Key Points
- Selection Criteria
- General Mills Claims Leadership in Healthier Kids’ Cereals
- A Powerhouse in Kids’ Cereal, Yogurt, and Fruit Snacks
- Figure 4-1: Fruit Roll-Ups Simply Fruit Wildberry
- Campbell Soup Shakes the Salt
- A Distinguished Tradition of Promoting Kids’ Health and Well-being
- Soup Sales Are Lukewarm
- Table 4-1: Campbell Soup Company, Net Sales By Reportable Segment, 2010 vs. 2009 (in millions of dollars)
- Table 4-2: Select Campbell Products by SymphonyIRI-Tracked Sales, Soup and Canned Pasta (52 Weeks Ending Oct 3, 2010 vs. Year-Ago Sales)
- But Pepperidge Farm Performs Swimmingly
- Table 4-3: Select Pepperidge Farm Goldfish Products by SymphonyIRI-Tracked Sales (52 Weeks Ending Oct 3, 2010 vs. Year-Ago Sales)
- Condensed Soups: “Great taste, new look, easier to find.”
- Figure 4-2: Pepperidge Farm Goldfish Colors Neon Crackers
- ConAgra Encourages Kids to Play with Their Food
- Kid Cuisine Offends the Prevention Institute
- Figure 4-3: KC's Flip n' Dip Pancakes
- Figure 4-4: Chef Boyardee Whole Grain ABC & 123 With Meatballs
- Kazoozles Aside, Nestlé Focuses on Nutrition
- A Truly Novel Novelty
- Sara Lee Gets to the Meat of the Matter
- Table 4-4: Top Marketers and Brands of Kids’ Bread by SymphonyIRI-Tracked Sales 52 Weeks Ending Oct 3, 2010 vs. Year-Ago Sales
- “The Power of Protein at the Breakfast Table”
- Jimmy D’s Protein-tastic Breakfast vs. Crabby, Slo-mo, Dimwit
- Figure 4-5: Jimmy D's Breakfasts
- Fresh & Easy Is a Committed “Green” Grocer
- Figure 4-6: Fresh & Easy Goodness for Kids
- Stonyfield Farm’s “Yo” Brands for Youngsters
- Stonyfield Innovates With “Made from Plants” Yogurt Cup
- Figure 4-7: Stonyfield Farms’ “Made from Plants” Yogurt Cups
- Nature’s Path Grows a Business From the (Organic) Ground Up
- Annie’s Helps You Eat Responsibly, Act Responsibly
- Quality Is Guaranteed by Bernie, Rabbit of Approval
- Monitored Sales Are Small, but Strong
- Table 4-5: Select Annie’s Homegrown Products by SymphonyIRITracked Sales, by Category and Product (52 Weeks Ending Oct 3, 2010 vs. Year-Ago Sales)
- Annie’s Welcomes the Year of the Rabbit
- Figure 4-8: Annie’s Organic Honey Wheat Pretzel Bunnies and Gluten Free SnickerDoodle Bunny Cookies
- Ian's Natural Foods Blazes Trail in Allergy-sensitive
- Expansion: An Acquisition
- and a Merger
- An Emerging Retail Presence
- Table 4-6: Select Ian’s Natural Foods Products by SymphonyIRI-Tracked Sales, by Category: 52 Weeks Ending Oct 3, 2010 vs. Year-Ago Sales
- An Uncommon Onion Ring and Other Innovations
- Figure 4-9: Ian’s Gluten-Free Crispy Golden Battered Onion Rings
- Chapter 5: Marketing Overview
- Key Points
- Marketing Kids’ Foods
- Food Advertising to Kids in the 21st Century
- Many Options on How to Reach Kids
- Background on Marketing to Kids
- Voluntary Presents the Problem
- Groups Take Action
- Kids Advertising Initiative Launched
- Study Shows Characters Influence Kids, So Do Limit Their Use
- Sample Ads
- Table 5-1: Advertising Initiative Participants Advertising to Kids and the Foods Approved for Advertising, 2010
- Figure 5-1: Lunchables Ad
- Figure 5-2: Kid Cuisine Ad
- Figure 5-3: Campbell’s Healthy Kids Soup Ad
- Figure 5-4: PediaSure Ad
- Figure 5-5: Stonyfield YoBaby Ad
- Marketing Action Plans
- Action Occurs in 2010, Hopefully Policy Implemented in 2011
- Proposing Strict Nutrition Standards on Foods Marketed to Children
- CSPI Threatens to Sue McDonald’s
- Research Says Toys Are Not the Driver to Eat at McDonald’s
- Kids’ Meals in San Fran Stay Happy
- CSPI’s Next Steps
- Details on the Interagency Document
- Standard I: Foods Exempt from Standards II and III
- Standard II: Meaningful Contribution to a Healthful Diet
- Standard III: Nutrients to Limit
- Why the Delay on the Guidelines?
- FTC Might Not Be Able to Enforce but It Can Get Tough
- FTC Gets Nestlé to Drop Deceptive Claims
- Kellogg to Pay Millions in Kids’ Attention Class Action Settlement
- FTC Subpoenas 44 Companies
- Table 5-2: Marketers Receiving FTC Subpoenas, 2010
- Don’t Expect FTC to Quiet Down
- Efforts Are Slowly Paying Off
- Reaching Kids via Online Games, Texting, and More
- Chapter 6: The Marketplace
- Key Points
- The Retail Marketplace
- Retail Distribution Methods
- Direct Delivery Advantages
- The Cost of Face-To-Face Business
- Advantages of Warehouse Delivery
- Smaller Marketers Work through Brokers
- Where Consumers Shop
- The New Food Shopper
- Methodology
- Shopping Options Are Plentiful
- So Where Are Consumers Shopping?
- Different Types of Retail Outlets
- Club Stores:
- Convenience Stores (C-stores):
- Discount Stores:
- Dollar Stores:
- Drug Stores:
- Ethnic Food Stores:
- Natural/Organic/Specialty Foods Stores:
- Limited Assortment Discount Store:
- Supercenter:
- Other:
- Supermarket:
- Supermarket Is the Most Frequented Channel
- Table 6-1: Primary Store Channel Shopped, percent share, 2005-2010
- Figure 6-1: Primary Store Channel Shopped, 2006-2010
- Strategies for Saving on Food Purchases
- Eating at Home
- Shop at Secondary Stores
- Switching Primary Stores
- Money-Saving Tactics
- Figure 6-2: Money-Saving Measures When Planning the Grocery Trip, 2006-2010
- Figure 6-3: Economizing Behaviors Inside the Store, 2009-2010
- Retailers Experience Tough Times
- Differentiating to Attract Shoppers
- Competing on Health and Wellness and Sustainability
- Who Are the Leading Retailers?
- Table 6-2: Top-20 U.S. Food and Beverage Retailers, by Dollar Sales and Store Count, 2009 (ranked by estimated annual ACV for supermarkets sales)
- Where Consumers Buy Kids’ Foods and Beverages
- Figure 6-4: U.S. Retail Sales of Kids’ Foods and Beverages, by Outlet, 2010
- Analysis of Kids’ Foods in the Windy City
- Table 6-3: Retail Price of Select Kids’ Beverages, by Marketer/Brand, Description/Product Size, and Price/Retail Outlet, 2010
- Table 6-4: Retail Price of Select Kids’ Cereals, by Marketer/Brand, Description/Product Size, and Price/Retail Outlet, 2010
- Table 6-5: Retail Price of Select Kids’ Dairy Products, by Marketer/Brand, Description/Product Size, and Price/Retail Outlet, 2010
- Table 6-6: Retail Price of Select Kids’ Boxed or Canned, by Marketer/Brand, Description/Product Size, and Price/Retail Outlet, 2010
- Table 6-7: Retail Price of Select Kids’ Frozen Foods, by Marketer/Brand, Description/Product Size, and Price/Retail Outlet, 2010
- Table 6-8: Retail Price of Select Kids’ Produce—Fresh and Shelf-Stable, by Marketer/Brand, Description/Product Size, and Price/Retail Outlet, 2010
- Table 6-9: Retail Price of Select Kids’ Snacks—Savory a nd Sweet, by Marketer/Brand, Description/Product Size, and Price/Retail Outlet, 2010
- Table 6-10: Retail Price of Select Kids’ Miscellaneous Foods, by Marketer/Brand, Description/Product Size, and Price/Retail Outlet, 2010
- Warehouse Clubs
- Multi-Packs and Family-Size Products
- Table 6-11: U.S. Kids’ Foods: Suggested Club-Store Prices of Selected Products, 2010
- Private Label Offers Price Breaks
- Safeway Leads in Private Label
- Table 6-12: U.S. Kids’ Foods: Comparative Retail Price of 100% Juice in 6.75-ounce Shelf-Stable Boxes, Private Label vs. Branded, 2010
- Table 6-13: U.S. Kids’ Foods: Comparative Retail Price of Less-Sugar Juice in 6.75-ounce Shelf-Stable Pouches, Private Label vs. Branded, 2010
- Table 6-14: U.S. Kids’ Foods: Comparative Retail Price of Yogurt in 2.25-ounce Tubes, Private Label vs. Branded, 2010
- Table 6-15: U.S. Kids’ Foods: Comparative Retail Price of Macaroni & Cheese Shapes in 5.5-ounce Box, Private Label vs. Branded, 2010
- Private Label Players
- Whole Foods Kills 365 Kids
- Fresh & Easy Is All About Private Label
- Retailers’ Efforts in Marketing to Kids
- Kids Have the Power to Increase Retailers’ Profits
- Kids’ Food Marketers Are Attracted to Kid-Friendly Stores
- Babyzone.com’s Retailer Report Card
- Albertsons
- Andronico’s
- Giant Eagle
- Harris Teeter
- Hy-Vee
- Publix
- Raley’s
- Wegman’s
- Weis Markets
- Whole Foods Market
- Foodservice Overview
- First Lady Asks Restaurants to Help Kids Eat Better
- School Foodservice Cleans Up Its Act
- Better Beef, and More
- Schwan’s Reduces Sodium in Pizza
- Tyson’s All-in-One Asian Chicken
- Vending Machine Program Offers Better-for-You Choices
- Incentive to Install Machines
- Chapter 7: The Consumer
- Key Points
- Demographic Details
- Kids’ Population Totals 43.4 Million
- Table 7-1: Size of Kids Population by Single Year of Age, 2- to 12-year-olds, 2008
- Table 7-2: Kids as Percent of Total U.S. Population, 2008
- A Bunch of Little Foodies
- Palates Mature
- Boys Predominate in Kids’ Population
- Table 7-3: Percent of Males and Females by Selected Age Groups, 2009
- Younger Kids’ Population to Experience Below-Average Growth
- Table 7-4: Select Age Group Projections, 2010 vs. 2015
- Table 7-5: Selected Age Group Projections as Percent of Total Population, 2010 vs. 2015
- Non-Hispanic White Kids Are More than Half of Kids’ Population
- Table 7-6: Population of 2- to 12-Year-Olds by Race and Hispanic Origin, 2008 (in thousands)
- Table 7-7: Change in Population of Kids Under the Age of 14, by Race and Hispanic Origin, 2010 vs. 2015 (in thousands)
- The Obesity Epidemic
- The Prevalence of Obesity Among Today’s Kids
- Figure 7-1: Prevalence of Overweight Children, Ages 6 to 11, by gender, 1963-2004
- Something Had to Be Done
- Sources of Empty Calories
- Behaviors Differences in Homes With and Without Overweight Kids
- Healthy-Weight Homes Shop Certain Channels Less Frequently
- What’s in the Fridge and on the Table
- Understanding Parents’ Knowledge of Nutrition
- Parents Rank Other Behaviors Above Attention to Calories
- Top Messages that Parents Say Would Change Their Behavior
- Use Characters on Nutrient-Rich Foods Not Junk
- What Kids Want
- What Motivates Kids When It Comes to Food
- Kids Want Fun Ingredients Added to Their Foods
- How Appearance Appeals to Kids
- Gender Preferences with Graphics
- And When It Comes to Breakfast Cereal
- According to Their Parents
- Kids Are Eating More Fruits and Veggies
- Foodservice Produce Trends
- Parents Will Choose Natural for Their Kids
- Organic Reigns with Parents, Too
- Key Findings
- A Natural Choice: 100% Fruit Juice
- Not Natural, But OK for Some Parents: No-Calorie Sweeteners
- What Parents Will Buy For Their Kids
- Table 7-8: Percent of Adults Who Purchased Select Kids’ Foods, Fall 2010
- The Impact of the Recession on Kids’ Food Purchases
- Table 7-9: How the Recession Has Impacted Purchases, Fall 2010
- Where Parents Will Shop For Kids’ Foods
- Table 7-10: Percent of Adults Who Shop Select Retail Channels for Kids’ Foods, Fall 2010
- Parents’ Opinions of Kids’ Foods
- Table 7-11: Parents’ Opinions of Kids’ Foods, Fall 2010
- Simmons Consumer Survey
- What the Numbers Say
- Shopping Attitudes
- Table 7-12: Attitudes on Shopping with Kids, by percent, 2006-2010
- Are Kids’ Foods Really Kids’ Foods?
- Frozen Foods
- Table 7-13: Percent of U.S. Households Using Select Frozen Foods, 2010
- Grain-Based Products
- Table 7-14: Percent of U.S. Households Using Select Grain-Based Products, 2010
- Yogurt
- Table 7-15: Percent of U.S. Households Using Yogurt Products, 2010
- Chapter 8: New Products and Trends
- Key Points
- Kids: A Product Development Opportunity
- Unique Nutritional Needs Drive Innovation
- Kids’ Foods and Beverages Are Booming
- Table 8-1: Total Number of Product Lines and SKUs Introduced to the U.S. Marketplace Targeted to Kids, 2005-2010
- Products Sport Many Tags and Claims
- Single-Serving Is the Leading Claim
- A Note on Natural and Organic
- Table 8-2: Total Number of Product Lines Introduced to the U.S. Marketplace Targeted to Kids, by Tag or Claim on Packages, 2005-2010
- Table 8-3: Top-10 Tags or Claims on U.S. Foods and Beverages Targeted to Kids, 2005-2010
- Ingredients to Note
- The Rice Krispies Fiasco
- In-Demand Nutrients for Growing Children
- Fortification and Formulation Challenges
- Formulating Healthier Kids’ Beverages
- Opportunities to Improve Hydration
- Milk as a Beverage Base
- Dairy Ingredients Have Many Applications
- School Milk Reformulating
- Watch out Apple, Kids Get the Beet
- Moms Say Make Produce More Appealing
- New Product Introductions
- From Breakfast to Late-Night Snack
- Powerhouse Players
- Perdue Rolls Out Whole Grain Chicken Nuggets
- Lunchables Get a Makeover
- Figure 8-1: Lunchables—Chicken Strips
- Kraft Is Committed to Improvement
- Campbell Soup Reduces Sodium
- General Mills Give 25% of Its Products a Nutrition Makeover
- Some Large Marketers Recognize Opportunity in Kids-Only Market
- Jimmy Dean Cooks Up Kids’ Breakfast Line
- Disney and Beech-Nut Roll Out Winnie the Pooh Foods
- Figure 8-2: Beech-Nut Disney
- Greek Yogurt Maker Goes After Kids’ Market
- Figure 8-3: Chobani Champions
- Complete Yogurt Meals
- Figure 8-4: YoBaby 3 in 1 Meals
- Outrageous Pudding Formulated for Kids
- Figure 8-5: Cowrageous Pudding
- Kids’ Belly’s Best Friend
- Figure 8-6: GoodBelly Kids
- Hain Celestial Is an Innovation Leader with Kids’ Foods
- Smaller Players’ Innovations Typically Target Kids Only
- First Functional Kids’ Bottled Water Now Available in Schools
- Power Milks Formulated for Kids’ Needs
- Figure 8-7: Mega Moo Milk
- Snack Solutions
- Crazy Condiment
- Meals for the Family, Munchies for the Kids
- Veggies Patties for Little Pitters
- Peace of Mind with Peas of Mind
- Figure 8-8: Peas of Mind
- Private Label Thrives
- Fresh & Easy Gets Good for Kids
- Figure 8-9: fresh&easy Goodness
- Trends in School Foodservice Programs
- The Food Channel Makes Observations, Too
- Other Noteworthy Roll Outs
- Table 8-4: New Kids’ Foods in the U.S. Marketplace, 2009-2010
- Figure 8-10: Wicked Sour
- Figure 8-11: Gia Russa Kids
- Figure 8-12: GoodHeart Steamable Kid’s Meals
- Figure 8-13: Bake with Me!
- Figure 8-14: DeBoles Kids Only Pasta
- Figure 8-15: Jolie Ravioli
- Figure 8-16: Kids Organic Frozen Meals
- Figure 8-17: Eating Right Kids Cereal
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