Table of Contents
Introduction and Abbreviations
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- Introduction
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Kid population reflects snacking opportunities
- Kids in control
- Manufacturers target kids
- Keeping kids healthy
- When is a snack…a snack?
- Salty, sweet, savory and nutritional—a snack for every taste
- Kids’ attitudes towards food
- Snacking habits
- Conclusion and future trends in kids’ snacking
Market Factors
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- Fewer children in the market in 2000-05, swinging positive in 2005-10
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- Figure 1: American population projections, by age, 2000-10
- Racial and ethnic composition of America’s children
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- Figure 2: Population, by age, race, and Hispanic origin, 2005
- Making food choices: parents or kids?
- When kids eat besides traditional mealtimes
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- Figure 3: When children say they eat, November 2003
- Where kids eat
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- Figure 4: Where children say they purchase meals and snacks and what parents perceive, November 2003
- Influencing parents’ purchases from the grocery store
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- Figure 5: Frequency of 6-17 year olds helping to choose the food on grocery shopping trips, by age, March 2006
- Marketing to kids and utilizing character merchandising
- Cartoon power
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- Figure 6: Adults’ opinions on kids’ preferences for character merchandise, agree summary, October 2005
- Health and weight concerns
- Utilizing online strategies
- Encouraging kids to be healthy
- Starting point—children and obesity
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- Figure 7: Incidence of being overweight, 6-19 year olds, 1976-2000
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- Figure 8: Advertisement for Quaker Oats Breakfast Bars, 2006
- Government’s role to educate
- Manufacturers get on the “healthy balance” bandwagon
- Snacks—the new “mini-meals”
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- Figure 9: Defining a snack, July 2006
- Treat and snack—kids define foods
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- Figure 10: Selected foods, what is eaten by kids as a snack vs. treat, July 2006
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- Figure 11: Advertisement for Kellogg’s Fruit Twistables, 2006
- Figure 12: Advertisement for Fruit Rollup Tongue Tracks, 2006
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- Figure 13: Advertisement for Sour Patch, 2006
Spending and Influence
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- Children’s influence on household spending
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- Figure 14: Advertisement for Hostess Twinkies, 2006
- Figure 15: Advertisement for Little Debbie, 2006
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- Figure 16: Advertisement for Nabisco Oreo Double Stuff, 2006
- Likelihood of carrying money for snacks and spend on snacking by kids
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- Figure 17: Likelihood of carrying money for snacks and spend on snacking, July 2006
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- Figure 18: Likelihood of carrying money for snacks and spend on snacking, by age, July 2006
Snack Segments
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- Overview
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- Figure 19: Incidence of snacks eaten by children aged 6-11, Fall 2005
- Salty Snacks
- Market overview
- Types of salty snacks kids eat
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- Figure 20: Salty snacks eaten by children aged 6-11, Fall 2005
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- Figure 21: Salty snacks eaten by children aged 6-11, by gender, Fall 2005
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- Figure 22: Salty snacks eaten by children aged 6-11, by grade, Fall 2005
- Figure 23: Salty snacks eaten by children aged 6-11, by race/ethnicity, Fall 2005
- Sweet snacks
- Market overview
- Types of sweet snacks kids eat
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- Figure 24: Sweet snacks eaten by children aged 6-11, Fall 2005
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- Figure 25: Sweet snacks eaten by children aged 6-11, by gender, Fall 2005
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- Figure 26: Sweet snacks eaten by children aged 6-11, by grade, Fall 2005
- Figure 27: Sweet snacks eaten by children aged 6-11, by race/ethnicity, Fall 2005
- Nutritional snacks
- Market overview
- Types of nutritional snacks kids eat
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- Figure 28: Nutritional snacks eaten by children aged 6-11, Fall 2005
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- Figure 29: Nutritional snacks eaten by children aged 6-11, by gender, Fall 2005
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- Figure 30: Nutritional snacks eaten by children aged 6-11, by grade, Fall 2005
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- Figure 31: Nutritional snacks eaten by children aged 6-11, by race/ethnicity, Fall 2005
- Children’s influence on nutritional snacks in households
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- Figure 32: Availability of favorite nutritional snacks in home, Fall 2005
- Frequency of consumption of nutritional snacks
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- Figure 33: Frequency of consumption of nutritional snacks in home, Fall 2005
- Savory snacks
- Market overview
- Single-serving size snacks
- Market overview
- Types of single-serve size snacks kids eat
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- Figure 34: Single-serving size snacks eaten by children aged 6-11, Fall 2005
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- Figure 35: Single-serving size snacks eaten by children aged 6-11, by age group, Fall 2005
Kids’ Attitudes Toward Food & Snacking
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- Kids’ food perspectives
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- Figure 36: Kids’ attitudes towards food, Fall 2005
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- Figure 37: Kids’ attitudes towards food, by grade, Fall 2005
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- Figure 38: Kids’ attitudes towards food, by race/ethnicity, Fall 2005
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- Figure 39: Kids’ attitudes towards food, by region, Fall 2005
- Kids’ perspective on snacking
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- Figure 40: Kids’ attitudes towards snacking, July 2006
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- Figure 41: Kids’ attitudes towards snacking, by gender, July 2006
- Figure 42: Kids’ attitudes towards snacking, by age, July 2006
Companies and Product Promotion
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- Introduction
- Extending product lines
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- Figure 43: New product launches/line extensions for kids, 2003-06
- Select companies and products
- Kraft Foods
- PepsiCo (Frito-Lay/Quaker Foods)
- ConAgra
- General Mills
- Kellogg’s
Snacking Habits
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- Introduction
- All kids eat snacks, but what is a snack?
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- Figure 44: Defining kids’ snacking habits, July 2006
- What constitutes a snack?
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- Figure 45: Defining a snack, July 2006
- Who determines when it’s “snack time”?
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- Figure 46: Snack time decision-makers, July 2006
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- Figure 47: Snack time decision-makers, by age, July 2006
- Kids choose snacks they eat
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- Figure 48: Who chooses snacks, July 2006
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- Figure 49: Who chooses snacks, by age, July 2006
- Parents prepare snacks for kids
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- Figure 50: Who makes the snacks, July 2006
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- Figure 51: Who makes the snacks, by age, July 2006
- Frequency of snacking
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- Figure 52: Frequency of snacking, July 2006
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- Figure 53: Frequency of snacking, by age, July 2006
- Skipping meals
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- Figure 54: Skipping meals, July 2006
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- Figure 55: Skipping meals, by age, July 2006
Conclusions
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- Growth in population should compound sales of kids’ snacks
- Toys, characters, television and Internet—target kids
- Kids’ snacking habits reveal opportunities for healthful snacking
Appendix: Trade Associations
Appendix: New Product Developments
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- Kellogg’s: Cars Fruit Flavored Snacks
- Kellogg’s: Spongebob Squarepants Fruit Snacks
- Kellogg’s: Yogos
- General Mills: Betty Crocker Sour Fruit Gushers
- Barrel O’Fun: Cheesy O’s
- General Mills: Team Sports Fruit Flavored Snacks
- Kraft Foods: Kid Sense Fun Packs
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