Reportlinker Adds NPD in Kids' Nutrition: The Impact of Regulation and Future Product Opportunities

Jun 21, 2010, 14:38 ET from Reportlinker

NEW YORK, June 21 /PRNewswire/ -- announces that a new market research report is available in its catalogue:

NPD in Kids' Nutrition: The impact of regulation and future product opportunities'-Nutrition-The-impact-of-regulation-and-future-product-opportunities.html

Almost every aspect of today's child and tweenage sociodemographic is different from what has been seen in past generations. They are a group that have grown up faster and are increasingly connected, with more money, influence, attention and personal buying power than any generation before them. As a result of the these social changes and parental interest in the innate healthiness of foods, the industry has an exciting opportunity to reach out to a new generation with ethical, healthy and cost-effective products.

The focus of this report will be to explore through 6 specific chapters:

  • An analysis of key consumer demographics: Provides an overview of key demographics defining the kids' market. These include age, population statistics, income and spending, as well as food consumption and lifestyle trends.
  • Regulatory and advertising: A detailed review of the past, present and future legislative issues impacting the marketing of kids' foods and beverages, with a specific focus on the EU, UK and US, placed in the context of global regulatory evolution.
  • Consumer behaviour: The three key groups influencing the sale of goods in this category are the focus of a whole chapter. Kids, tweenagers and parents are analyzed in relation to the behavioural factors influencing purchasing decisions.
  • Market size and growth: This analysis will assess the growth rate as well as total category values. Trends in specific food and beverage categories will also be reviewed, with predictions of key growth areas.
  • Product trends and innovation: A review of the specific health and category trends within the kids' market. Included will be some of the most innovative companies in the category including new and exciting brand concepts.
  • Opportunities within the kids market: This chapter provides specific marketing and advertising strategies shown to be successful within the kids' market. Consumer- and industry-specific insights will be discussed in detail.

Key features of this report

  • Analysis of the current health, social, and demographic factors which are important in understanding and defining how to identify your potential consumer group.
  • In the midst of increasing regulatory control over the marketing of foods and beverages for children, this report looks in detail at how to navigate such restrictions in the US and EU. Additionally we provide specific product and company examples of regulatory and non-regulatory compliance.
  • A review and analysis of some of the most innovation foods and beverages targeted at children, with examples taken from the EU, US and Asia Pacific.
  • A behavioural review on children and their interaction with parents and new media are also covered highlighting the importance of new media and how such technology is impacting social and commercial dynamics.

Scope of this report

  • A review of the current trends defining the marketing of healthy foods and beverages for children, and an overview of product examples successfully integrating these trends into their brand position and packaging.
  • This report provides an in depth review of the regulatory control of hard copy and TV based advertising of products for children, and the interrelationships between self-regulation, food law and the impact of non-compliance.
  • Provides facts and figures regarding the global market for kids foods and beverages as well as specific details on the current worth, growth and forecasts for the US, EU and Japan. Regional sales data for key countries in the EU are provided, as well as specific insight across 6 major food and beverage categories.
  • An in-depth review of the headlining foods and beverages for kids and why they have managed to make a success out of their product. This report also takes a look at the behavioural facts associated with consumerism and what key issues should be address when designing a healthy food or beverage for children.

Key Market Issues

  • As the population ages and fewer children are born the demand for high quality healthy foods will grow as parent become able to invest more resources into a smaller family size. The impact of such changes will increase the market for premiumized products offering real health and nutrition benefits beyond taste.
  • Discretionary income amongst children and tweenages have risen significantly, which has given rise to children and tween have an increasingly greater control over their purchasing choices. Companies must take this into account when devising their product and associated marketing strategies.
  • Over the next few years local legislation in the US and EU-wide regulation via the NHCR will begin to make a significant impact in the way that foods (especially non-nutritious products) can be marketed. The big concern is the use of online advertising, and this will become an increasingly difficult area to police as we move forward into 2011. Industry must decide if these potential policing issues are a benefit to circumvent the regulations or are they to be avoided in a bid to fully comply with legislative changes to the marketing of children's foods and beverages.
  • The micro-trends in food and beverage labelling are in many ways become a standards rather than a USP. Manufactures must now look to deliver product authenticity and naturalness in kids products yet utilising new product and packing innovations. Such innovations are discussed in this report.

Key findings from this report

  • From 2009, Business Insights forecasts that the growth of the kids' food and beverage market will remain fairly flat although still positive, at a CAGR of around 1.2% to 2013. This is in line with economic projections from the Federal Reserve suggesting a return to typical GDP growth of 2–3% in 2010, with inflation remaining at standard levels of around 1–2%.
  • The combined European members of the G7 represent a total market value of $14.3bn in 2009, making Europe important for those looking to enter or expand in the kids' foods and beverage category and succeed in the long run.
  • The US market for kids' foods and beverages is dominated by soft drinks, which make up almost 40% of the category as a whole.
  • Outside of the US, Europe is the largest market for 'natural' and healthy products, with Western European countries such as Germany, the UK, France and Italy impacting global food and beverage trends. Of all categories, dairy is the largest (23%), representing Europe's interest in all things dairy, from cheeses to probiotic yoghurts.

Key questions answered

  • What are the latest trends in the market food health kids foods and beverages? And which products are already capitalising?
  • What lessons can be learned for the nutrition and health claims regulation in the EU and product claim litigation in the US to avoid unwanted and brand damaging media attention?
  • What kids products/brands have been damaged by litigation and regulation in the US over the past 5 years?
  • What new products are defining the future of the kids marketed based of packaging, claims and positioning?
  • Which European country has one of the highest obesity rates in children and still not being capitalised on in the health foods market?

Table of Contents

NPD in Kids' Nutrition

Executive summary 12

Defining the kids' market: an analysis of key consumer demographics 12

Consumer behavior: kids, tweenagers and parents 13

Regulatory and advertising restrictions 14

Market size and growth 15

Product trends within the food and beverage market 16

Opportunities and new product innovations for 2010 and beyond 17

Chapter 1 The kids' nutrition market: an overview 20

Introduction 20

Healthy and safe foods 21

Can what kids want really match what they need? 22

Empowerment and opinion solicitation of the technology-literate 23

Chapter 2 Defining the kids' market: an analysis of key consumer demographics 26

Summary 26

Introduction 27

Population trends 28

Population change in the EU 28

Population change in Asia 30

Population change in the US 31

Kids purchasing drivers 32

Kids' discretionary income to impact purchasing decisions 32

Obesity: an epidemic still driving kids' nutrition 35

Education and advertising a factor for busy mothers 37

Chapter 3 Consumer behavior: kids, tweenagers and parents 40

Summary 40

Introduction 40

Kids and the factors impacting consumerism and behavior 42

KGOY: Is it still a factor in consumer behavior? 43

Kids: food choices, parental attitudes and guilt 44

Food choice driven by convenience, parents and nutritional profile 46

Tweenagers and consumer behavior 48

Pester power and 'askable parents' 48

Kidfluence: online food marketing and tweenage behavior 50

Stress and emotional eating in tweenagers 51

Parents: what impacts their nutrition choices for kids? 52

What is healthy? 53

Parent/child co-operation 54

School meals, new rules and parental views on food choice 56

Chapter 4 Regulatory and advertising restrictions 62

Summary 62

Introduction 63

Advertising to children 63

What is happening in the US kids' market? 63

Has self-regulation worked? 67

The FTC gets tough on claims 71

State legislation makes up for country-wide shortfall in marketing law 72

What is happening in the European kids' market? 73

The European health claims system and beyond 75

Kellogg's claims criticized 77

Misleading school advertisements in the UK 79

Sweden: the model for child marketing protection? 80

The future of regulations surrounding the kids' market 82

Chapter 5 Market size and growth 86

Summary 86

Introduction 86

The global market for kids' foods and beverages 87

The US: the kids' foods and beverages market 90

The EU: the kids' foods and beverages market 94

Japan: the kids' foods and beverages market 98

Conclusions 101

Chapter 6 Product trends within the food and beverage market 104

Summary 104

Introduction 104

Micro-trends currently shaping the kids' market 105

'Free from', 'no added' and 'natural' 105

Immunity 106

'Brain foods' 109

Blood-sugar control 110

Dental health 111

Healthy snacking 113

Product innovation within the kids' nutrition market 114

Beverage product trends 114

Evolution in kids' packaging 115

Fruit taken to heart by the UK consumer 117

Breaking into the school tweenage scene 119

Nestlé launches multi-claim beverages at a price premium 120

Food product trends 123

A natural progression for California's finest 123

Ella's Kitchen: an organic hero 125

Tooth-friendly: chocolate breaks into the kids' market 127

Pepsi make a beeline for kids' school meals 130

Chapter 7 Opportunities and new product innovations for 2010 and beyond 134

Summary 134

Introduction 135

Trends and innovation for the US 135

Tooth-friendly products will see continued growth and innovation 135

'Free from' and 'fortified' (source claims) and the entry of 'plus' 138

Chocolate keeps getting healthier 140

Trends and innovation for Asia 141

Novel anti-aging product hits Chinese market 141

Multi-claims for India 143

Condiment fortification 145

Omega-3 is increasingly popular within new Asian markets 146

Trends and innovation for Europe 147

Making traditionally unhealthy foods healthy 147

Health claims avoidance marketing 149

Conclusions 150

Trends 151

Regulation 151

Appendix 153

References 155

List of Figures

Figure 1.1: Chapter title and description 24

Figure 2.2: Research publications on childhood nutrition and obesity, 2000-09 27

Figure 2.3: European population statistics demonstrate the shrinking of the child population, 2007 28

Figure 2.4: Population pyramid for Asia Pacific, 2007 30

Figure 2.5: Population pyramid for the US, 2007 31

Figure 2.6: Children's expenditure on selected items, 2006/07, UK 34

Figure 2.7: Obese and overweight children by country and region, Asia, Europe and US (2002–12) 36

Figure 3.8: Types of food and drink items (%) provided at lunchtime (2005 versus 2009) 56

Figure 3.9: Change in the percentages of pupils having a school lunch that took specific items of food and drink (2005 versus 2009) 58

Figure 4.10: Chronology of key events in US regulations on advertising to children 65

Figure 4.11: CBBB's analysis of advertising during 54 hours of children's programming 69

Figure 4.12: Kellogg's Coco Pops sub-brand: the focus of repeat marketing complaints 78

Figure 5.13: Food and beverage sales for the kids market (EU, US and Japan combined) 88

Figure 5.14: Region-specific sales and growth of the kids' food and beverage market, 2009–13 89

Figure 5.15: US kids' food and beverage market category share, 2009 90

Figure 5.16: Growth and sales of the US kids' soft drinks market, 2003–13 92

Figure 5.17: Growth and sales of the US kids' dairy market, 2003–13 93

Figure 5.18: Growth and sales of the US kids' snacks and bakery market, 2003–13 94

Figure 5.19: EU kids' food and beverage market category share 95

Figure 5.20: Growth and sales of the EU kids' dairy market 2003–13 96

Figure 5.21: EU milk price analysis, 2000–09 97

Figure 5.22: Japanese kids' food and beverage market category share 98

Figure 5.23: Growth and sales of the Japanese kids' soft drink market, 2003–13 99

Figure 5.24: Growth and sales of the Japanese kids' ready meal market, 2003–13 100

Figure 6.25: Muller's Little Stars versus Yoplait's Petits Filous 106

Figure 6.26: Bravo Friscus from Skane Dairy 108

Figure 6.27: Kellogg's Live Bright brain health bar 109

Figure 6.28: Feel Good Drinks from UK Feel Good Drinks Co 111

Figure 6.29: Beanstalk Hakira Honnori Ringo Aji, tooth-friendly candy for babies and kids 112

Figure 6.30: Peter Rabbit Organic fruit pouches by PR Organics 113

Figure 6.31: Y water from Y water Inc 115

Figure 6.32: Y water from Y water Inc and its shape-building potential 116

Figure 6.33: Fruit Shoot from Britvic drinks 117

Figure 6.34: Fruit 66 from 4U2U Brands LLC 119

Figure 6.35: Juicy Juice from Nestlé 121

Figure 6.36: Clif Bar Organic Twisted Fruit 124

Figure 6.37: The Chewy One from Ella's Kitchen 125

Figure 6.38: Plum Organic ready meals for kids 126

Figure 6.39: Endorsement with 'happy tooth' logo for tooth-friendly chocolate awarded to Barry Callebaut 127

Figure 6.40: Hopla tooth-friendly chocolate from Smet 128

Figure 6.41: Planet Lunch school snacks from PepsiCo 130

Figure 7.42: True Defense! for Kids from True Botanica LLC 136

Figure 7.43: Evora Kids chews: probiotics for healthy teeth 137

Figure 7.44: Yoplait Simply Go-Gurt from Yoplait US, Inc 139

Figure 7.45: Fit Kids Snackin' Grahams from Country Choice Organic 140

Figure 7.46: Baobaohedoudou Kid Soybean Milk from Korea Zhenmei Food & Beverage Joint-Stock Co. 142

Figure 7.47: Protinex Junior from Wockhardt Ltd 143

Figure 7.48: Cepera Senninha Ketchup Vitaminado from Cepera Alimentos Ltda. 145

Figure 7.49: Pasteur DHA Tall Kids Milk from Pasteur Milk Co., Ltd. 146

Figure 7.50: Nikas Junior: Pizza from Nikas S.A 148

Figure 7.51: Kellogg's Clever Kids from Kellogg North America 149

List of Tables

Table 1.1: Children and stages of development 20

Table 2.2: European total fertility rates, 1997–2007 29

Table 2.3: European and US five to nine year-old children's discretionary incomes ($ per week), by country, 2002–12 32

Table 2.4: European and US 10–13 year old tweenagers' sources of discretionary income ($ per week), by country, 2002–12 33

Table 4.5: European regulation of food marketing to children by country 74

Table 5.6: Sales of kids' foods and beverages per capita, by country ($m), 2009-2013 90

Companies mentioned

Blis Technologies Ltd , Britvic drinks , Cepera Alimentos Ltda, Country Choice Organic , Ella's Kitchen , Kellogg's , Nestle , Nikas S.A , Pasteur Milk Co., Ltd , Plum Organic , PR Organics , Skanemejerier , Smet , True Botanica LLC , Wockhardt Ltd , Yoplait US, Inc

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Nicolas Bombourg



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