Kids Food and Beverage Market in the U.S.

Date: May 22, 2011
Pages: 252
Price:
US$ 3,300.00
Publisher: Packaged Facts
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: K22C383B5C3EN
Leaflet:

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Kids Food and Beverage Market in the U.S.
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 was 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.
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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