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

 
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Published Jan 24, 2018 | 134 Pages | Pub ID: LA15095285

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

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, Packaged Facts 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 Packaged Facts 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 a Packaged Facts December 2017 consumer survey. Packaged Facts 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+). 

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)

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