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

Industry Reports, Global

Report Overview

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

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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+).

Executive Summary $1,784.50
- The Market $323.44
  - Scope of Report $323.44
  - Report Methodology $323.44
- Report Summary $1,643.27
  - Market Factors $343.48
  - Desired Product Attributes $323.44
  - Kids as Influencers $323.44
  - Breakfast Foods $323.44
  - Lunch Foods $323.44
  - Dinner Foods $323.44
  - Salty Snacks $323.44
  - Sweet Snacks $323.44
  - Produce $323.44
  - Beverages $323.44

Market Factors $1,869.26
- Key Points $329.42
- Population and Household Composition Trends $323.44
  - Static child population challenges market $323.44
    - Table | U.S. Population by Adult and Child, 2016-2020
  - The population age <6 is set to grow at the fastest pace $323.44
    - Table | U.S. Child Population by Age, 2016-2020
- The Family Household $426.64
  - The majority of households are childless $323.44
  - Parents age 35-44 represent the largest share of family households $323.44
    - Table | Consumer Base of Households with Children by Age of Householder, 2016
  - Growth of multicultural population influences market $323.44
    - Table | U.S. Child Population by Race/Ethnicity, 2016-2020
- Income, Consumer Confidence, and Kids Impact Grocery Spending $323.44
  - Key parent demographic among highest income earners $323.44
    - Table | Households With Children by Age of Householder, 2016
  - Consumer confidence on the rise $323.44
  - Children influence weekly grocery spend $323.44
    - Table | Weekly Household Grocery Expenditures by Household Composition, 2017
- Health and Wellness Trends $404.49
  - Child obesity trends $323.44
  - Health trends played out at retail and foodservice $323.44
- Retail Trends $323.44
  - Where families shop $323.44
    - Table | Percentage of Households Who Shop at Selected Retailers: By Household Composition, 2017

Desired Product Attributes $926.07
- Key Points $323.44
- Product Qualities $337.44
  - "Fresh" Is the Word $323.44
    - Table | Food Product Qualities Sought Out by Consumers: Households Overall vs. Households With or Without Ch
  - Freshness and sale/promotion influence parents $323.44
- Dietary Lifestyle Characteristics $449.58
  - "Healthy" Is a Moving Target $323.44
    - Table | Dietary Lifestyle Characteristics: Households Overall vs. Households With or Without Children, Decem
  - Parents seek out all-natural products $323.44
  - Diet claims $323.44
    - Table | Diet Claims, December 2017 (percentage of respondents)
  - Parents seeking out products with no artificial ingredients $323.44

Kids as Influencers $768.46
- Key Points $323.44
- Kids as Influencers $323.44
  - 55% of Parent Shoppers Consider Kids Preferences "Especially Important" $323.44
- Kids Influence on New Product Purchasing $362.18
  - Influence even higher over new food and beverage purchases $323.44
  - Kids' requests have the most power in breakfast cereal, salty snacks, and produce $323.44
    - Table | Kids as Influences by Food Product Type, 2017 (percentage of respondents with children under 18 in H

Breakfast Foods $1,223.86
- Key Points $323.44
- Breakfast as the Most Important Meal of the Day $474.31
  - Breakfast is more important in households with teens $323.44
    - Table | Level of Agreement that "Breakfast Is More Important than Lunch or Dinner": By Household Composition
  - Cereal is the most widely used breakfast food among family households $323.44
  - Pancake/waffle mixes have strong penetration into family households $323.44
    - Table | Usage Rates for Selected Breakfast-Oriented Product Types Purchased at Higher Rates by Households wi
  - Families significantly over-index in use of select breakfast products $323.44
    - Table | Usage Indexes for Selected Breakfast-Oriented Product Types Purchased at Higher Rates by Households
- Usage Trends for Selected Kid-Friendly Breakfast Foods $618.65
  - Introduction $323.44
  - Toaster pastries $323.44
  - Frozen waffles $323.44
  - Frozen breakfast entrées/sandwiches $323.44
  - Packaged muffins $323.44

Lunch Foods $651.22
- Key Points $323.44
- Lunch as Most Important Meal of the Day $323.44
  - More important to larger family households $323.44
    - Table | Level of Agreement that "Lunch Is More Important than Breakfast or Dinner": By Household Composition
- Household with Children and Lunch Food Products $323.44
  - Kids meal solutions $323.44
  - Prepared lunch kits widely used by families $323.44
    - Table | Usage Rates for Prepared Lunch Kits/Sandwiches: By Presence/Absence of Children in the Household, 20
    - Table | Usage Indexes for Use of Prepared Lunch Kits/Sandwiches: By Number of Children in Household, 2017
- Usage Trends for Selected Kid-Friendly Lunch foods $323.44
  - Introduction $323.44
  - Healthier lunch food kits $323.44

Dinner Foods $1,039.00
- Key Points $323.44
- Dinner as the Most Important Meal of the Day $323.44
  - Changing dynamic of the "family dinner" $323.44
    - Table | Levels of Agreement that "Dinner Is More Important than Breakfast or Lunch": By Household Compositio
    - Table | Selected Attitudes Toward Ingredients, Cooking, and Convenience Products: Households Overall vs. Hou
- Household Usage Rates for Selected Dinner Food Products $352.43
  - Frozen pizzas even more popular in family households $323.44
  - Families are key consumers for shelf-stable packaged dinners mixes $323.44
    - Table | Usage Rates for Selected Dinner-Oriented Product Types Purchased at Higher Rates by Households with
  - Families significantly over-index in use of frozen hot snacks $323.44
    - Table | Usage Indexes for Selected Dinner-Oriented Product Types Purchased at Higher Rates by Households wit
- Usage Trends for Selected Kid-Friendly Dinner Foods $323.44
  - Frozen hot snacks $323.44
  - Shelf-stable packaged dinners, mixes and kits $323.44
  - Frozen pizza $323.44

Salty Snacks $1,019.51
- Key Points $323.44
- Salty Snacks as Household Favorites $429.16
  - Introduction $323.44
    - Table | Selected Attitudes Toward Salty Snacking and Treats: Households Overall vs. Households With or Witho
  - Popcorn and chips have strong reach among all households, particularly families $323.44
    - Table | Usage Rates for Selected Salty Snack Product Types Purchased at Higher Rates by Households with Chil
  - Families significantly over-index in use of snack and trail mixes $323.44
    - Table | Usage Indexes for Selected Salty Snack Product Types Purchased at Higher Rates by Households with Ch
- Usage Trends for Selected Kid-Friendly Salty Snack Categories $443.14
  - Snack and Trail Mixes $323.44
  - Pretzels $323.44
  - Chips $323.44
  - Popcorn products $323.44

Sweet Snacks $794.51
- Key Points $323.44
- Treat Appeal Supports Sweet Snacking $323.44
  - Nearly two-thirds often snack between meals $323.44
    - Table | Selected Attitudes Toward Snacking and Sweets: Households Overall vs. Households With or Without Chi
- Home Sweet Snack Home $323.44
  - Cookies and kids just go together $323.44
    - Table | Usage Rates for Selected Sweet Snack Product Types Purchased at Higher Rates by Households with Chil
  - Families significantly over-index in use of fruit snacks $323.44
    - Table | Usage Indexes for Selected Sweet Snack Product Types Purchased at Higher Rates by Households with Ch
- Usage Trends for Selected Sweet Snack Categories $323.44
  - Cookies $323.44
  - Snack cakes $323.44

Produce $879.52
- Key Points $323.44
- Healthy Snacking Rooted in Produce Department $323.44
  - Fresh cut and single-serve $323.44
    - Table | Selected Attitudes Toward Healthier Foods and Meal Preparation: Households Overall vs. Households Wi
- Household Penetration for Produce Products $323.44
  - Eat your fruits and veggies $323.44
    - Table | Usage Rates for Selected Produce Product Types Purchased at Higher Rates by Households with Children
  - Families skew higher in use of canned/jarred fruit $323.44
    - Table | Usage Indexes for Selected Produce Product Types Purchased at Higher Rates by Households with Childr
- Usage Trends for Selected Vegetable and Fruit Categories $323.44
  - Fresh produce $323.44
  - Canned/jarred fruit $323.44
  - Canned/jarred veggies $323.44

Beverages $529.75
- Key Points $323.44
- Kid-Friendly Liquids and Powders $323.44
  - Juice as quintessential kids' beverage $323.44
    - Table | Usage Rates for Selected Beverage Product Types Purchased at Higher Rates by Households with Childre
  - Families significantly over-index in use of powdered soft drinks $323.44
    - Table | Usage Indexes for Selected Beverage Product Types Purchased at Higher Rates by Households with Child
- Usage Trends for Selected Kid-Friendly Beverage Categories $323.44
  - Powdered soft drinks $323.44
  - Fruit juice/drinks $323.44

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

Report Overview

Table of Contents

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

Report Overview

Table of Contents

Purchase Report

Select your license:

Subscription Options

License by subscription

Questions & Assistance

Share This Report

Download a Free Sample Report Now

Use Licenses

Related Reports and Studies

Freedonia Focus on Flavor Blends: United States

Breakfast: Retail Market Trends and Opportunities in the U.S.

Food Formulation Trends: Ingredients Consumers Avoid, 2nd Edition

Flavors & Fragrances: United States

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Caps & Closures

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Have unique research needs?

Stay informed with Freedonia