Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Number of kids on the upswing…
- …while the number of teens is declining
- Companies have uphill battle to attract certain demographics
- Teens have less disposable income
- Healthy snacks need to be made interesting or innovative
- Keep focus on kids and teens
- Target kids early on with healthier foods
- Using social networking
- Marketing concepts: online community, video games, interactive retail
- Advertising under fire
- Kids and teens as consumers
Insights and Opportunities
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- Healthy snacks need to be made interesting, innovative
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- Figure 1: Attributes important to choosing snack for children, December 2007
- Focus on kids or teens as separate demographics
- Taking advantage of social networking
- Looking outside traditional venues for partners
Fast Forward Trends
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- Trend 1: Staying Connected
- What’s it about?
- Video Kitchen
- Trend 2: Moral Brands
- What’s it about?
- Global Famine
Market Drivers
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- Key points
- Kid and teen demographics
- Number of teens declining
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- Figure 2: Population, by age, 2003-13
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- Figure 3: Households, by presence of children under age 18, 1997-2007
- Fewer jobs mean less money
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- Figure 4: Trends in summer employment rates of teens, 2000-06
- Children continue to battle the bulge... or do they?
Advertising and Promotion
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- Overview
- Advertising changes often forced
- Snapshot of TV ads targeting kids and teens
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- Figure 5: Ovaltine television ad, 2007
- Figure 6: Popeye’s Chicken television ad, 2007
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- Figure 7: Capri Sun television ad, 2007
- Figure 8: Dannon television ad, 2007
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- Figure 9: Kellogg’s Frosted Flakes Gold television ad, 2007
- Figure 10: Kraft Cool Whip Chilled television ad, 2007
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- Figure 11: Kraft Macaroni Cheese television ad, 2007
- Figure 12: Oreo Cakester television ad, 2007
The Consumer
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- Key points
- Children, teens and the grocery shopping experience
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- Figure 13: Frequency of 6-17 year olds going grocery shopping with mom/dad or other family member, by gender, July 2008
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- Figure 14: Frequency of 6-17 year olds going grocery shopping with mom/dad or other family member, by age, July 2008
- Making active choices while at the store
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- Figure 15: Frequency of 6-17 year olds helping to choose the food on grocery shopping trips, by gender, July 2008
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- Figure 16: Frequency of 6-17-year-olds helping to choose the food on grocery shopping trips, by age, July 2008
- “Be good and I’ll buy you a treat”
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- Figure 17: Frequency with which parents buy 6-17 year olds a special treat when they go grocery shopping, by age, July 2008
- Permission to try new foods
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- Figure 18: Frequency with which parents allow 6-17-year-olds to try new foods when they ask, by gender, July 2008
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- Figure 19: Frequency with which parents allow 6-17-year-olds to try new foods when they ask, by age, July 2008
- Meals at home
- Frequency of dining at home with the family
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- Figure 20: Frequency of eating at home with family, by age, July 2008
- Preparing meals at home
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- Figure 21: Children and teens (6-17) that prepare their own meals at home, by gender, July 2008
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- Figure 22: Children and teens (6-17) that prepare their own meals at home, by age, July 2008
- Method of food preparation
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- Figure 23: Meal preparation methods used by children and teens (6-17) who prepare meals at home, by gender, July 2008
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- Figure 24: Meal preparation methods used by children who prepare meals at home, by age, July 2008
- Eating locations
- Eating in the car
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- Figure 25: Frequency of 6-17-year-olds eating in a car, per week, by gender and age, July 2008
- Frequency of eating at a practice game or after school activity
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- Figure 26: Frequency of 6-17-year-olds eating at a practice game or after-school activity, by gender and age, July 2008
- Eating at a friend’s house
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- Figure 27: Frequency of 6-17-year-olds eating at a friend’s house, by gender and age, July 2008
- Frequency of restaurant eating
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- Figure 28: Frequency of 6-17-year-olds eating at a restaurant, by gender and age, July 2008
- Attitudes towards the school meal occasion
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- Figure 29: Ways of making or getting school lunch, by gender, July 2008
- Attitudes towards food and eating
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- Figure 30: Attitudes towards food and eating, by gender, July 2008
- Vending machines and the school location
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- Figure 31: Children’s report on contents of vending machines in their school(s), Fall 2007
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- Figure 32: Children’s report on contents of vending machines in their school(s), by race/ethnicity, Fall 2007
Teen Attitudes toward Eating
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- Figure 33: Teens’ attitudes toward eating, January-September 2007
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- Figure 34: Teens’ attitudes toward eating, by gender, January-September 2007
- Figure 35: Teens’ attitudes toward eating, by age, January-September 2007
- Teen eating locations
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- Figure 36: Teens’ incidence of eating at family-style and fast-food restaurants, by gender, January-September 2007
- Preferred family-style or steak house restaurant
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- Figure 37: Family-style/steak house restaurants most frequented by teens, by gender, January-September 2007
- Preferred fast-food restaurants
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- Figure 38: Fast-food/drive-through restaurants most frequented by teens, January-September 2007
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- Figure 39: Fast-food/drive-through restaurants most frequented by teens, by race/ethnicity, January-September 2007
- Children’s eating locations
- Frequency of family-style and steak house eating
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- Figure 40: Children’s frequency of eating at family-style and steak house restaurants, January-September 2007
- Fast-food restaurant attendance
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- Figure 41: Children’s incidence of eating at fast food restaurants, January-September 2007
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- Figure 42: Children’s frequency of eating at fast-food restaurants, by race/ethnicity, January-September 2007
- Kid’s favorite fast-food restaurants
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- Figure 43: Favorite fast food restaurants children have eaten at, by race/ethnicity, January-September 2007
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- Figure 44: Children’s reasons for choosing/eating at a favorite fast food restaurant, January-September 2007
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Deeper Analysis—Active Eaters, Dependent Tykes, Aspiring Foodies
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- Insights
- Active Eaters
- Dependent Tykes
- Aspiring Foodies
- Active Eaters
- Dependent Tykes
- Aspiring Foodies
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- Figure 45: Juvenile clusters, July 2008
- Figure 46: Agreement with selected statements about grocery shopping, by juvenile clusters, July 2008
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- Figure 47: Frequency of eating a meal in specific locations, by juvenile clusters, July 2008
- Figure 48: Frequency of eating dinner at the table with family, by juvenile clusters, July 2008
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- Figure 49: Ways of making or getting school lunch, by juvenile clusters, July 2008
- Figure 50: Children and teens (6-17) that prepare their own meals at home, by juvenile clusters, July 2008
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- Figure 51: Juvenile clusters by gender, July 2008
- Figure 52: Juvenile clusters, by gender and age, July 2008
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- Figure 53: Juvenile clusters, by race, July 2008
- Figure 54: Juvenile clusters, by Hispanic origin, July 2008
- Methodology
Additional Consumer Tables
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- Frequency of family-style or steak house eating
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- Figure 55: Teens’ frequency of eating at family-style and steak house restaurants, by age, January-September 2005
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- Figure 56: Fast-food restaurants children have eaten at, January-September 2007
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