Kids’ Beverages in the U.S.

 
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Published Jan 1, 2008 | 144 Pages | Pub ID: LA1635853

This is a pivotal time for kids’ beverage marketing and product innovation. Unhealthy beverages and heavy-handed marketing to kids are under heavy fire from parents, consumer groups and the government, spurred by concerns of rampant childhood obesity. Marketers have responded with several healthier introductions since 2006, but sagging kids’ beverage sales reflect a lingering sense of insecurity and uncertainty in the market.

Kids’ Beverages in the U.S., new from Packaged Facts, provides an overview of the broad and complex trends affecting the U.S. market for beverage products targeted at kids age 3 to 11. This comprehensive report also includes category and segment with sales and share data, including historical (2002-2006) and forecast (2007-2011) retail sales data for the following:

  • Aseptic Juices
  • Bottled/Canned Juices
  • Refrigerated Juices/Drinks
  • Drink Mixes
  • Milk Flavorings/Cocoa Mixes
  • Yogurt Drinks
  • Milk/Milk Beverages
  • Bottled Water
  • Nutritional/Sports Drinks

The report discusses key trends affecting the marketplace, trends driving growth and consumer demographics. In addition, the report profiles top kids’ beverage marketers properties.

Report Methodology
The information in Kids’ Beverages in the U.S. is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the beverage market and consultants to the industry. Market size data was derived from Information Resources, Inc. and trade sources. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Datamonitor. Consumer information was derived from Simmons Market Research Bureau, fall 2007 National Consumer Survey.

What You’ll Get in this Report
Kids’ Beverages in the U.S. makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Kids’ Beverages in the U.S. offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the kids’ beverage industry, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for kids’ beverages, as well as projected sales and trends through 2010. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the consumer for kids’ beverage products.

This report will help:

  • Marketing Managersidentify market opportunities and develop targeted promotion plans for kids’ beverages.
  • Research and development professionals stay on top of competitor initiatives and explore demand for kids’ beverages.
  • Advertising agenciesworking with clients in the beverage industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executivesunderstand the dynamics of the market and identify possible partnerships.
  • Information and research center librariansprovide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1 Executive Summary
  • Scope
  • Report Methodology
  • Market Size and Growth
    • Retail Sales Decline to $4.6 Billion
    • Figure 1-1 U.S. Retail Sales for Kids’ Beverage Products, 2003-2007 (in million $)
    • Segment Sales Overview
    • Table 1-1 U.S. Retail Sales for Kids’ Beverage Products by Category, 2003-2007 (in million $)
    • Figure 1-2 Estimated U.S. Market Share of Kids’ Beverage Products
    • by Category, 2007 (%)
    • Kraft and Nestlé Reign
    • Table 1-2 Top 10 IRI-tracked Kids’ Beverage Marketers, 2003-2007 (in million $)
    • Capri Sun, Juicy Juice Top Sellers
    • Table 1-3 Top 10 IRI-tracked Kids’ Beverage Brands, 2003-2007 (in million $)

  • Market Forecast
    • Market to Reach $5.8 Billion by 2012
    • Figure 1-3 Forecasted U.S. Retail Sales for Kids’ Beverage Products, 2007-2012 (in billion $)

  • Market and Product Trends
    • Kids’ Beverage Introductions Slowed in 2007
    • Benefits Seeing Most Traction
    • Health Benefits: The Missing Link
    • Product Innovation
    • New Wave of Adult Beverages May Ripple
    • Kid Marketers Taken to Task
    • Marketing and Promotion
      • Consumer Advertising Expenditures
      • Table 1-4 Selected Kids’ Beverage Brand Advertising Spends, 2006 (in thousand $)
      • Marketing Platforms Must Expand in Sensitive Times
      • Keep Marketing Friendly and Light
      • Keep Up the Cool Quotient with Licensing
      • Outside of the TV Box
      • Pass on Mass
      • Packaging Plays a Critical Role in Kids’ Products
      • Responsible Product Marketing to Kids

    • Kid Consumer Demographics
      • Kids’ Population Totals 36.1 Million
      • Table 1-5 U.S. Kids’ Population by Single Year of Age, 2007
      • Kids’ to Account for Smaller Portion of Population
      • Minority Kids Now More Than 40% of Kids’ Population
      • Milk, Juice and Water Near Total Penetration
      • Room for Flavor Innovation
      • Simmons’ Data on Advertising Attitudes

Chapter 2 The Kids’ Beverage Market

  • Scope
  • Report Methodology
  • An Introduction to the Kids’ Food & Beverage Market
    • Regulatory Overview
    • Labeling Overview
    • A Variety of Possible Claims
    • Allergen Issues
    • Product Recall Always Possible

  • Market Size and Growth
    • Retail Sales Decline to $4.6 Billion
    • Figure 2-1 U.S. Retail Sales for Kids’ Beverage Products, 2003-2007 (in million $)
    • Table 2-1 U.S. Retail Sales for Kids’ Beverage Products and
    • Year-over-Year % Change, 2003-2007
    • Non-Alcoholic Beverages Up, Kids’ Beverages Down
    • Figure 2-2 U.S. Retail Sales for Total Non-Alcoholic Beverage
    • Products (in billion $) and Kids’ Beverage Products as a Percentage
    • of Total, 2003-2007
    • Table 2-2 U.S. Retail Sales for Total Non-Alcoholic Beverage
    • Products and Year-over-Year % Change, 2003-2007
    • Will Water Squash the Juice Box?
    • Table 2-3 U.S. Retail Sales for Kids’ Beverage Products by Category, 2003-2007 (in million $)
    • Figure 2-3 Estimated U.S. Market Share of Kids’ Beverage Products by Category, 2007 (%)
    • Kraft and Nestlé Reign
    • Table 2-4 Top 20 IRI-tracked Kids’ Beverage Marketers, 2003-2007 (in million $)
    • Figure 2-4 Estimated IRI-tracked Market Share of Top 10 Kids’
    • Beverage Marketers, 2007 (%)
    • Juicy Juice, Frusion and Minute Maid Juice Box Lead in Growth
    • Table 2-5 Top 20 IRI-tracked Kids’ Beverage Brands, 2003-2007 (in million $)
    • Figure 2-5 Estimated IRI-tracked Market Share of Top 10 Kids’
    • Beverage Brands, 2007 (%)
    • Sales of Recent Product Introductions
    • Table 2-6 Top 10 IRI-tracked New/Recent Kids’ Beverage Brands, 2006-2007 (in million $)

  • Market Forecast
    • Market to Reach $5.8 Billion by 2012
    • Figure 2-6 Forecasted U.S. Retail Sales for Kids’ Beverage Products, 2007-2012 (in billion $)

Chapter 3 Corporate Profiles

  • The Companies
  • Table 3-1 Kids’ Beverage Marketers with New Product Introductions
  • in the Past 12 Months, 2007
  • The Coca-Cola Co.
    • Company Overview
    • Selected Brand Performance
    • Table 3-2 IRI-tracked Sales of Coca-Cola Kids’ Beverage Products, 2003-2007 (in million $)
    • Table 3-3 Selected Brand Portfolio of Coca-Cola Kids’ Beverage Products
    • Selected Activity

  • The Dannon Co., Inc.
    • Company Overview
    • Selected Brand Performance
    • Table 3-4 IRI-tracked Sales of Dannon Kids’ Beverage Products, 2003-2007 (in million $)
    • Selected Activity

  • Hansen Natural Corp.
    • Company Overview
    • Selected Brand Performance
    • Table 3-5 IRI-tracked Sales of Hansen Natural Kids’ Beverage Products, 2003-2007 (in million $)
    • Selected Activity

  • Kraft Foods, Inc.
    • Company Overview
    • Seleted Brand Performance
    • Table 3-6 IRI-tracked Sales of Kraft Foods Kids’ Beverage Products, 2003-2007 (in million $)
    • Table 3-7 Brand Portfolio of Kraft Foods Sports Nutritional Products
    • Selected Activity

  • Nestlé S.A.
    • Company Overview
    • Selected Brand Performance
    • Table 3-8 IRI-tracked Sales of Nestlé Kid’s Beverage Products, 2003-2007 (in million $)
    • Table 3-9 Brand Portfolio of Nestlé Kids’ Beverage Products
    • Selected Activity

Chapter 4 Market and Product Trends

  • Overview of Kids’ Beverage Introductions
  • Table 4-1 New Food & Beverage Product Introductions: Total vs.
  • Kids’ Products, 2003-2007
  • Table 4-2 New Kids’ Beverage Product Introductions by Selected Segments, 2003-2007
  • Table 4-3 Top Kids’ Beverage Trends by Number of New Product Introduction Benefit Tags, 2003-2007
  • Health Benefits: The Missing Link
  • It’s All About Value-Added
  • Table 4-4 Percentage of 6 to 11-Year-Olds Who Purchased Bottled
  • Water from a School Vending Machine, 2004 vs. 2006
  • Private Label May Energize
  • Product Innovation
  • Table 4-5 Selected Kids’ Beverage Flavors by Number of New
  • Product Introduction Package Tags, 2007
  • New Wave of Adult Beverages May Ripple
  • Kid Marketers Taken to Task
  • More Legislative and Regulatory Issues

Chapter 5 Marketing and Promotion

  • Consumer Advertising Expenditures
  • Table 5-1 Selected Kids’ Beverage Brand Advertising Spends, 2006 (in thousand $)
  • Marketing Platforms Must Expand in Sensitive Times
  • Keep Marketing Friendly and Light
  • Table 5-2 Children’s Response to Advertising Elements and TV Commercials, 2006
  • Keep Up the Cool Quotient with Licensing
  • Table 5-3 Top 5 Licensing Properties for Kids Age 6-11: Gender
  • Neutral, Boys and Girls, 2007
  • Outside of the TV Box
  • Table 5-4 U.S. Advertising Spending on Social Networking Websites, 2006-2011
  • Pass on Mass
  • Packaging Plays a Critical Role in Kids’ Products
  • Responsible Product Marketing to Kids

Chapter 6 Kid Consumer Demographics

  • Kids’ Population Totals 36.1 Million
  • Table 6-1 U.S. Kids’ Population by Single Year of Age, 2007
  • Table 6-2 U.S. Kids’ Population vs. Total U.S. Population, 2007
  • Table 6-3 Selected Age Groups as a Percentage of the U.S.
  • Population, 2000, 2005, 2010 and 2015
  • Table 6-4 U.S. Population by Age Group, 2000, 2005, 2010 and 2015 (in millions)
  • Minority Kids Now More Than 40% of Kids’ Population
  • Table 6-5 U.S. Population of 3 to 11-Year-Olds by Race and Hispanic Origin, 2005
  • Table 6-6 U.S. Population of Kids Under Age 14 by Race and
  • Hispanic Origin, 2005 vs. 2010
  • Table 6-7 Non-Hispanic Whites vs. Minorities as a Percentage of the U.S. Population by Age Group, 2004
  • Table 6-8 Race and Hispanic Origin of U.S. 3 to 11-Year-Olds by
  • Age Group, 2004 (in thousands)
  • Consumer Expenditures
  • Table 6-9 Average Annual U.S. Consumer Expenditures on Non-Alcoholic Beverages for Husband-Wife Families with All Children
  • Under 6 vs. All Children Under 17, 1997-2006
  • Households with Kids: Beverage Penetration
    • The Simmons Survey System
    • Milk, Juice and Water Near Total Penetration
    • Table 6-10 Percentage of U.S. Households Using Non-Alcoholic Beverages by Category: All Households vs. Households with Kids,
    • 2007
    • Room for Flavor Innovation
    • Table 6-11 Kids’ Beverage Preferences, 2007
    • Simmons’ Data on Advertising Attitudes
    • Table 6-12 Advertising Attitudes Among 6 to 11-Year-Old Boys vs.
    • Girls, 2007
    • Table 6-13 Ad Receptivity for 6 to 11-Year-Olds by Demographic Characteristic, 2007
    • Table 6-14 Attitudes Toward Advertising to Children Among Parents with 3 to 11-Year-Olds, by Demographic Characteristic, 2007