Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising clips
- Abbreviations and terms
- Abbreviations
Executive Summary
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- All kids snack, and snack often
- Salty and sweet nudge out healthy and wholesome
- Fresh fruit most commonly eaten healthy snack
- Cookies top the list of sweet snacks
- Sweet snacks make an emotional appeal
- Salty snack market benefits from recession-driven economizing
- Childhood obesity an increasingly central issue in kids’ snack market
- Industry efforts:
- Criticism:
- Impact:
- Launches of new kids’ food and beverages dropped off in 2009
- Advertising in question
- Just about any time can be snack time
- New, different and fun
Insights and Opportunities
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- Creating opportunities for healthy snacking
- Healthy snack fun
- How heavy-snacking kids snack and what it means for marketers
Inspire Insights
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- “Real food” is around the corner
- What it’s about
- What we’ve seen
- Hyper-Parenting
- What it’s about
- What we’ve seen
- Specifics
- Implications
Competitive Context
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- Key points
- Economy puts snacking into competition with other expenditures
- Health versus taste
- Mini-meals
- Low-hanging fruit
Kids’ Snack Consumption—Overview
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- Key points
- All kids snack. Almost all snack every day and often
- The snacking lifestyle and increasing childhood obesity
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- Figure 1: Snack usage among kids 6-11, by gender and age, March 2010
- Salty and sweet nudges out healthy and wholesome, especially among older kids
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- Figure 2: Favorite snacks among kids 6-11, by gender and age, March 2010
- Most kids eat single serve snacks, especially older kids
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- Figure 3: Consumption of single serve snacks, among kids 6-11, November 2008-December 2009
Healthy Snack Consumption
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- Key points
- Fresh fruit most commonly eaten healthy snack
- Fruit snacks and yogurt among other top healthy choices
- Incidence of healthy snacks higher among girls
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- Figure 4: Favorite healthy snack, among kids 6-11, by gender and age, March 2010
- Fresh fruit also the most frequently eaten
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- Figure 5: Healthy snack usage frequency, among kids 6-11, March 2010
- For most kids, healthy snack frequency hasn’t changed much in a year
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- Figure 6: Healthy snack usage, year-over-year, among kids 6-11, by gender and age, March 2010
- Opportunity to get healthy snacks in the house
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- Figure 7: Presence of nutritional snacks in the home, among kids 6-11, by gender and age, November 2008-December 2009
Sweet Snack Consumption
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- Key points
- Cookies top the list of sweet snacks
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- Figure 8: Favorite sweet snacks, among kids 6-11, by gender and age, March 2010
- Variations on familiar themes
- Sweet snacks make an emotional appeal
- More indulgent sweet snacks eaten less frequently
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- Figure 9: Sweet snack usage frequency, among kids 6-11, March 2010
Salty and Savory Snack Consumption
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- Key points
- Salty snack market benefits from recession-driven economizing
- Chips and pretzels
- Crackers
- Popcorn
- Savory snacks
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- Figure 10: Favorite salty snack, among kids 6-11, by gender and age, March 2010
- Salty snacks eaten a little less frequently than sweet or healthy snacks
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- Figure 11: Salty/savory snack usage frequency, among kids 6-11, March 2010
Market Drivers
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- Childhood obesity
- Industry response
- Continued criticism
- Both a negative and positive driver of the snack food market
- Increase in kid population slightly trails overall population growth
- Slightly faster growth among younger kids over next five years
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- Figure 12: U.S. population projections of kids, by age, 2005-15
- Kid demographics
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- Figure 13: Population size and share by race/Hispanic origin, among kids 6-11, 2005-15
- Fast food purveyors drive kids’ snacking
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- Figure 14: Consumption of fast food as snack, among kids 6-11, by gender and age, November 2008-December 2009
Brand Qualities
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- Pepperidge Farm Goldfish
- Influence on the category
- Go-Gurt and Danimals
- Go-Gurt simplifies
- Danimals goes for fun
- Influence on the category
- SpongeBob SquarePants a leading kids brand
- Influence on the category
Innovations and Innovators
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- Key points
- Launches of new kids’ food and beverages dropped off in 2009
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- Figure 15: Kids-positioned products, by food and beverage category, 2005-10
- Kellogg, General Mills, and Kraft lead the way
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- Figure 16: Top 10 companies, by number of kids-positioned product launches in the food and beverage sector, 2005-10
- Healthy snacks
- Sweet snacks
- Salty and savory snacks
Advertising and Promotion
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- Overview
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- Figure 17: Advertising spending of selected kids’ snack brands, 2007 and 2008
- Kid appeal revolves primarily around taste, texture and fun
- Danimals pulls out all the stops to appeal to kids
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- Figure 18: Dannon Danimals birthday promo television ad, 2010
- Gushers goes for gross-out experience
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- Figure 19: Gushers television ad, 2009
- Oreo and Jell-O make cross-generational, emotional appeals
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- Figure 20: Oreo television ad, 2009
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- Figure 21: Jell-O television ad, 2009
- Goldfish strives to be a positive force in kids’ lives
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- Figure 22: Goldfish “Gilbert” television ad, 2009
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- Figure 23: Goldfish Dwayne Wade television ad, 2009
Kids’ Snacking Behavior In and Out of the Household
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- Key points
- Just about any time can be snack time
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- Figure 24: When kids eat snacks, among kids 6-11, by gender and age, March 2010
- School vending machines
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- Figure 25: Snacks/drinks available at school, among kids 6-11, by gender and age, November 2008-December 2009
Kids’ Attitudes Towards Snacks and Snacking
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- Key points
- New, different and fun
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- Figure 26: Attitudes towards snacks, among kids 6-11, by gender and age, March 2010
- Only about one third of kids try to limit sweets
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- Figure 27: General attitudes about certain food, among kids 6-11, by gender and age, November 2008-December 2009
- Promotional extras hold appeal, particularly among younger kids
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- Figure 28: Attitudes towards “fun” snack features, among kids 6-11, by gender and age, March 2010
- The best snacks are simple snacks
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- Figure 29: Favorite snack types, by preparation method, among kids 6-11, by gender and age, March 2010
- Microwave is still a common snacking tool for kids
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- Figure 30: Microwave oven usage among kids 6-11, by meal occasion, by gender and age, November 2008-December 2009
Cluster Analysis
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- Jumbo eaters
- Demographics
- Characteristics
- Opportunity
- In-betweeners
- Demographics
- Characteristics
- Opportunity
- Snack minimalists
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 31: Young snacker clusters, March 2010
- Figure 32: Snack usage, among kids 6-11, by young snacker clusters, March 2010
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- Figure 33: Snack types eaten throughout the day, among kids 6-11, by young snacker clusters, March 2010
- Figure 34: Favorite snacks, among kids 6-11, by young snacker clusters, March 2010
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- Figure 35: Snacking occasions, among kids 6-11, by young snacker clusters, March 2010
- Figure 36: Attitudes towards “fun” snack features, among kids 6-11, by young snacker clusters, March 2010
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- Figure 37: Attitudes towards snacks, among kids 6-11, by young snacker clusters, March 2010
- Cluster demographics
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- Figure 38: Young snacker clusters, by gender, March 2010
- Figure 39: Young snacker clusters, by age, March 2010
- Figure 40: Young snacker clusters, by total household size, March 2010
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- Figure 41: Young snacker clusters, by number of children in household, March 2010
- Cluster methodology
Custom Consumer Groups
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- Key points
- Snack usage among light and heavy snackers
- Healthy snacks
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- Figure 42: Healthy snack usage among light and heavy snackers, by age, March 2010
- Sweet snacks
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- Figure 43: Sweet snack usage among light and heavy snackers, by age, March 2010
- Salty and savory snacks
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- Figure 44: Salty and savory snack usage among light and heavy snackers, by age, March 2010
- Snack usage occasions during the day, among light and heavy snackers
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- Figure 45: Snack usage occasions during the day, among light and heavy snackers, by age, March 2010
Appendix: Trade Associations
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