Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Kids’ annual spending on snacks for themselves, by category, October 2011
- Market factors
- Increase in the numbers of 5-9-year-olds forecast by 2016
- Advertising restrictions having some effect
- Kids spend a fifth of their income on food
- Growth expected in healthy snacking
- Rising sugar prices may price kids out of purchase
- Innovation and advertising
- NPD driven by confectionery
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- Figure 2: Share of NPD launches in kids’ snacking, by category, 2008-11*
- Brands look to make their snacks healthier
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- Figure 3: Most common claims in NPD in kids’ snacking, 2008-11*
- Petits Filous the only child-oriented brand to compete with the confectionery giants
- The consumer
- Most children snack daily and on many types of foods
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- Figure 4: Usage of snacks, by type, October 2011
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- Figure 5: Attitudes towards snacks, October 2011
- Children snack most often in front of a screen
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- Figure 6: Usage of snacks, by occasion, October 2011
- What we think
Issues in the Market
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- How can fruit and vegetables win share in Kids’ snacking?
- Can healthy snacks drive engagement among children through ambassadors?
- Should brands be trying to target their snacks more specifically by age?
- What threat does the current economic situation pose to kids’ snacking?
Future Opportunities
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- Guiding Choice
- A Simple Balance for Health
Internal Market Environment
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- Key points
- A third of kids still overweight despite a fall in child obesity
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- Figure 7: Children’s overweight and obesity prevalence, 1995-2009
- Tighter restrictions reducing kids’ exposure to advertising
- Improvements made in healthy snacking and lunches in schools
- More kids are getting their 5-a-day
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- Figure 8: Children’s fruit and vegetable consumption, 2004-09
Broader Market Environment
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- Key points
- UK’s population of children set to rise
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- Figure 9: Trends and projections in the age structure of the UK children’s population, 2008-16
- Households with children hit hardest by the recession
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- Figure 10: Current financial situation compared with a year ago, October 2011
- Children’s pocket money remains buoyant…
- …with food the most popular category for kids to spend their money on
- Rising raw material costs put pressure on margins
Competitive Context
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- Key points
- Savings the most popular category for kids’ spending
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- Figure 11: How children spend their money in a typical month, October 2011
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Definition
- Unhealthy snacks still prevalent in NPD
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- Figure 12: Share of new launches in kids’ snacking, by category, 2008-11*
- Seasonal chocolate dominates but high number of fruit snacks launched
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- Figure 13: Share of NPD launches in kids’ snacking, by sub-category, 2008-11*
- Own-label innovation makes large strides forward
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- Figure 14: New product launches: own-label vs. brands, 2008-11*
- Tesco leads the way for NPD
- NPD continues to explore healthier snacks for kids
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- Figure 15: Most common claims in NPD in kids’ snacking, 2008-11*
- Key themes
- New launches highlighting suitability for lunchboxes
- The rise of the fruit snack
- Indulgent treats look to become healthier
- Tesco launches Goodness range for healthier kids snacks
- Brands look to bright and fun packaging
- Cheese manufacturers look for space in lunchboxes
Market Size and Segmentation
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- Key points
- Children spend half of their money on treats, but a fifth is spent on fruit
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- Figure 16: Average kids’ annual spending on snacks for themselves, October 2011
- Figure 17: Kids’ annual spending on snacks for themselves, by category, October 2011
- Parents prioritise health but also often find room for treats
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- Figure 18: Snack products purchased most commonly by parents for their children, October 2011
- Fruit, seeds and nuts
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- Figure 19: Proportion of parents buying fruit, nuts and seeds for their children, by price bracket, October 2011
- Other ‘healthier’ snacks
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- Figure 20: Proportion of parents buying selected healthy snacks for their children, by price bracket, October 2011
- Indulgent ‘treat’ snacks
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- Figure 21: Proportion of parents buying selected treat snacks for their children, by price bracket, October 2011
Companies and Products
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- Bel UK
- Haribo
- Benjoy
- Ferrero Group
- United Biscuits
- Walkers
- Yoplait
- Kraft Foods
Brand Communication and Promotion
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- Key points
- Definition
- Chocolate confectionery dominates snacking advertising
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- Figure 22: Advertising expenditure on snacking brands, top ten by spend, 2007-11*
- TV remains the medium of choice
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- Figure 23: Overall advertising expenditure on snacking brands, by media type, 2007-11*
- TV also dominates kids’ snacking adspend
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- Figure 24: Advertising expenditure on kids’ snacking brands, top ten by adspend and others mentioned in this report, 2007-11*
Consumer – Usage of Snacks by Type
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- Key points
- Indulgent snacks dominate, but healthy options making progress
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- Figure 25: Usage of snacks, by type, October 2011
- Boys likely to have the broadest snacking repertoires
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- Figure 26: Repertoire of usage of snacks by type, October 2011
- More than half of children snack regularly throughout the day
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- Figure 27: Frequency of snacking, October 2011
- Kids continue to look for indulgence when free to choose
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- Figure 28: Snacks purchased for self, October 2011
Consumer – Usage of Snacks by Occasion
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- Key points
- Over half of children snack while watching the TV/on the computer
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- Figure 29: Usage of snacks, by occasion, October 2011
- Girls more likely to eat snacks across a broad repertoire
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- Figure 30: Repertoire of occasions for snacking, October 2011
Consumer – Attitudes towards Snacks
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- Key points
- Taste is all-important to kids
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- Figure 31: Attitudes towards snacks, October 2011
- Two thirds of parents trying to balance health with occasional treats
Consumer – Target Groups
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- Key points
- Three target groups
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- Figure 32: Target groups, October 2011
- Functionals (50%)
- Emotionals (32%)
- Indulgents (18%)
Appendix – Internal Market Environment
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- Figure 33: Children's overweight and obesity prevalence – 2-15s, 1995-2000
- Figure 34: Children's overweight and obesity prevalence – 2-15s, 2001-09
- Figure 35: Children's fruit and vegetable consumption, 2004-09
- Figure 36: Type of lunch children eat most frequently during lunchtime at school, August 2010
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Appendix – Broader Market Environment
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- Figure 37: Trends in the impact of the economic downturn on consumers, January 2009-October 2011
- Figure 38: Who buys a selected range of food and drink, 2010
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Appendix – Competitive Context
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- Figure 39: Examples of how Hello Kitty has tied in with snacks from across Europe
- Figure 40: Monthly spending by activity, by demographics, October 2011
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Appendix – Market Size and Segmentation
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- Figure 41: Proportion of parents buying snacks for their children, by snack and amount spent per unit of snacks, October 2011
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Appendix – Consumer – Usage of Snacks by Type
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- Figure 42: Usage of snacks, by type, October 2011
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- Figure 43: Usage of snacks by type, by demographics, October 2011
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- Figure 44: Usage of snacks by type, by demographics, October 2011 (continued)
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- Figure 45: Repertoire of usage of snacks, by type, October 2011
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- Figure 46: Repertoire of usage of snacks by type, by demographics, October 2011
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- Figure 47: Frequency of snacking, October 2011
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- Figure 48: Frequency of snacking, by demographics, October 2011
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- Figure 49: Snacks purchased for self, October 2011
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- Figure 50: Snacks purchased for self, by demographics, October 2011
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Appendix – Consumer – Usage of Snacks by Occasion
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- Figure 51: Usage of snacks, by occasion, October 2011
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- Figure 52: Usage of snacks by occasion, by demographics, October 2011
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- Figure 53: Usage of snacks by occasion, by demographics, October 2011 (continued)
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- Figure 54: Usage of snacks by occasion, by frequency of snacking, October 2011
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- Figure 55: Repertoire of usage of snacks, by occasion, October 2011
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- Figure 56: Repertoire of usage of snacks by occasion, by demographics, October 2011
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- Figure 57: Where children eat/drink a selected range of food, selected locations, by percentage, 2010
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Appendix – Consumer – Attitudes towards Snacks
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- Figure 58: Most important considerations in snacks, by top three selected, October 2011
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- Figure 59: Most important considerations in snacks, by top three selected, by demographics, October 2011
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- Figure 60: Most important considerations in snacks, by top three selected, by frequency of snacking, October 2011
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- Figure 61: Attitudes towards snacks, by type, October 2011
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- Figure 62: Attitudes towards snacks, by type, October 2011 (continued)
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- Figure 63: Parents’ attitudes towards children’s eating habits, by percentage, January 2011
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Appendix – Consumer – Target Groups
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- Figure 64: Target groups, by demographics, October 2011
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- Figure 65: Usage of snacks by type, by target groups, October 2011
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- Figure 66: Frequency of snacking, by target groups, October 2011
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- Figure 67: Snacks purchased for self, by target groups, October 2011
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- Figure 68: Usage of snacks by occasion, by target groups, October 2011
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- Figure 69: Attitudes towards snacks, by target groups, October 2011
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