Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- Market factors
- Parents remain under financial pressure
- Health remains an issue
- Companies, brands and innovation
- Petits Filous dominates adspend for kids’ snacks
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- Figure 1: Advertising expenditure of top 5 brands among 10 selected kids’ snacking brands, 2008-12*
- The consumer
- Purchasing of snacks is almost universal
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- Figure 2: Types of snacks bought by parents for children, October 2012
- Figure 3: Types of snacks eaten by children between meals, October 2012
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- Figure 4: Types of snacks bought by children, October 2012
- Parents look for health cues when considering snacks for their child
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- Figure 5: Factors influencing parents’ choice of snacks for children, October 2012
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- Figure 6: Agreement with statements on child’s snacking habits, October 2012
- Majority of kids spend less than £5 a week
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- Figure 7: Amount spent on snacks in a typical week, October 2012
- Majority snack while watching TV/playing on the computer
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- Figure 8: Agreement with statements on snacking, October 2012
- What we think
Issues in the Market
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- What health messages appeal most to parents?
- How can brands leverage crowdsourcing to drive engagement?
- Is there potential for kids’ snacks to tap into the satiety trend?
- How can brands appeal to both parents and kids?
Trend Application
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- Sense of the Intense
- Life Hacking
- 2015 Trend: Access Anything, Anywhere
Market Drivers
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- Key points
- Children’s obesity levels remain high
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- Figure 9: Proportion of children in England aged 2-15 who are overweight or obese, 2001-10
- Parents’ attitudes towards junk food relax
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- Figure 10: Agreement with selected lifestyle statements, 2008-12
- Only one in five children hit their 5-a-day target
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- Figure 11: Fruit and vegetable consumption among children aged 5-15, by portion, 2005-10
- Participation in sporting activities
- The standards for snacks provided in schools
- The standards
- HFSS food returns to some schools as more gain academy status
- Demographic changes will affect the market
- Growth in 5-14s will drive the market
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- Figure 12: Trends in the age structure of the UK population, 2007-12 and 2012-17
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Definition
- Confectionery continues to dominate new snack launches
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- Figure 13: Share of new product launches in the kids’ snacking market, by top 5 categories, 2008-12*
- Figure 14: Share of new product launches the in kids’ snacking market, by top 10 sub-categories, 2008-12*
- Tesco leads the way in own-label NPD
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- Figure 15: New product launches in the kids’ snacking market: own-label vs. brand, 2008-12*
- Catering to health concerns
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- Figure 16: New product launches in the kids’ snacking market, by selected health claims, 2008-12
- Brands explore ways to boost appeal of healthier snacks to children
- Cheese brands launch kids’ snacking ranges
- Potential for popcorn to be positioned as a healthier snack for kids
- Focus on environmentally friendly packaging increases since 2008
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- Figure 17: New product launches in the kids’ snacking market: environmentally friendly packaging, 2008-12
Companies and Products
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- Haribo
- Ferrero Group Kinder
- Walkers (PepsiCo)
- United Biscuits
- Yoplait
- Kraft Foods/Mondelēz International
- Cheese snacks
- Bel UK
- Kerry Group – Cheestrings
- Dairy Crest – Chedds
Brand Communication and Promotion
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- Key points
- Definition
- Yoplait’s Petits Filous dominates kids’ snacking expenditure
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- Figure 18: Advertising expenditure on ten selected kids’ snacking brands (sorted by total spend over five years), 2008-12
- Looking to other channels as a means of advertising support
Consumer – Snacks Bought by Parents
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- Key points
- Purchasing of snacks is almost universal
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- Figure 19: Types of snacks bought by parents for children, October 2012
- Parents are more likely to purchase snacks for their sons…
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- Figure 20: Types of snacks bought by parents, by child’s gender, October 2012
- … while women are more likely to buy snacks than men
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- Figure 21: Types of snacks bought by parents, by parent’s gender, October 2012
- Majority of parents buy more than seven types of snacks
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- Figure 22: Repertoire of types of snacks bought by parents, October 2012
Consumer – Factors Influencing Parents’ Choice of Snacks
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- Key points
- Parents look for health cues when considering snacks for their child
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- Figure 23: Factors influencing parents’ choice of kids’ snacks, October 2012
- Reductions in sugar/salt are deemed more important than removing artificial ‘nasties’
- Added benefits appeal to minority of parents
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- Figure 24: Selected factors influencing choice of snacks, by child’s age, October 2012
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- Figure 25: Parents buying cereal/snack bars, by factors influencing choice of snacks (average=100), October 2012
Consumer – Parents’ Attitudes Towards Kids’ Snacking
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- Key points
- Healthier snacks are the priority for parents
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- Figure 26: Agreement with statements on child’s snacking habits, October 2012
- Sizeable minority look for snacks with no ‘nasties’
- Almost half of parents bow to child’s preferences…
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- Figure 27: Agreement with statements on child’s snacking habits, by financial situation, October 2012
- … while confusion affects almost three in ten
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- Figure 28: Index of agreement with the statements ‘It’s hard to know if a snack is good for my child’ and ‘I would like more guidance on which snacks are healthy for my child’, by parent’s age, socio-economic group and annual household income (average =100), October 2012
Consumer – Snacks Eaten by Kids
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- Key points
- Fresh fruit is the most typical snack
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- Figure 29: Types of snacks eaten between meals, October 2012
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- Figure 30: Most popular types of snacks eaten between meals, by gender, October 2012
- Older children prefer more portable snacks
- The majority of kids eat less than five snacks
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- Figure 31: Repertoire of types of snacks eaten between meals, October 2012
Consumer – Snacks Bought by Kids
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- Key points
- Chocolate is the preferred snack for kids to buy
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- Figure 32: Types of snacks bought by children, October 2012
- Older kids and kids living in urban locations buy more snacks
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- Figure 33: Most popular types of snacks bought by children, by child’s age, October 2012
- Kids’ snack purchasing habits differ from their parents’
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- Figure 34: Types of snacks bought by children vs snacks eaten between meals by children vs snacks bought by parents, October 2012
- A third of kids buy two or more types of snacks
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- Figure 35: Repertoire of types of snacks bought, October 2012
Consumer – Amount Kids Spend on Snacks
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- Key points
- Majority of kids spend less than £5 a week on snacks
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- Figure 36: Amount spent by kids on snacks in a typical week, October 2012
- Boys and children in more affluent households spend more
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- Figure 37: Amount spent on snacks in a typical week, by child’s gender, October 2012
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- Figure 38: Amount spent on snacks in a typical week by children, by parents’ socio-economic groups and current financial situation, October 2012
- Higher spending power among teenagers
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- Figure 39: Amount of monthly pocket money for boys and girls, April 2012
Consumer – Frequency of Snacking, by Kids
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- Key points
- Almost nine in ten kids who snack, snack ‘at least once a day’
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- Figure 40: Children’s frequency of snacking, October 2012
- Girls snack less frequently than boys
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- Figure 41: Frequency of snacking, by child’s gender, October 2012
Consumer – Kids’ Attitudes Towards Snacking
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- Key points
- Majority snack while watching TV/playing on the computer
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- Figure 42: Children’s agreement with statements on snacking, October 2012
- Hunger is another key driver
- NPD on flavour would appeal to three in ten kids
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- Figure 43: Agreement with the statement ‘I like to try new flavours of snacks’, by child’s age, October 2012
- Girls and 11-15-year-olds snack when with friends and bored
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- Figure 44: Agreement with the statements ‘I snack with my friends (eg when having a sleepover)’ and ‘I snack when I’m bored’, by child’s gender and child’s age, October 2012
Appendix – Market Drivers
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- Figure 45: Children’s overweight and obesity prevalence in the UK, 2001-10
- Figure 46: Children’s fruit and vegetable consumption, 2001-10
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- Figure 47: Amount of monthly pocket money for boys and girls, April 2012
- Figure 48: Forecast adult population trends, by socio-economic group, 2007-17
- Figure 49: Forecast adult population trends, by lifestage, 2007-17
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Appendix – Brand Communication and Promotion
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- Figure 50: Broadband penetration, by demographics, 2004-11
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Appendix – Consumer – Snacks Bought by Parents
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- Figure 51: Most popular types of snacks bought by parents, by demographics, October 2012
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- Figure 52: Next most popular types of snacks bought by parents, by demographics, October 2012
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- Figure 53: Other types of snacks bought by parents, by demographics, October 2012
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- Figure 54: Repertoire for types of snacks bought by parents, by demographics, October 2012
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Appendix – Factors Influencing Parents’ Choice of Snacks
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- Figure 55: Most popular factors influencing parents’ choice of snacks, by demographics, October 2012
- Figure 56: Next most popular factors influencing parents’ choice of snacks, by demographics, October 2012
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Appendix – Parents’ Attitudes to Kids’ Snacking
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- Figure 57: Most popular statements on child’s snacking habits, by demographics, October 2012
- Figure 58: Next most popular statements on child’s snacking habits, by demographics, October 2012
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Appendix – Consumer – Snacks Eaten by Kids
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- Figure 59: Most popular types of snacks eaten by children between meals, by demographics, October 2012
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- Figure 60: Next most popular types of snacks eaten by children between meals, by demographics, October 2012
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- Figure 61: Other types of snacks eaten by children between meals, by demographics, October 2012
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- Figure 62: Repertoire of types of snacks eaten by children between meals, by demographics, October 2012
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Appendix – Consumer – Snacks Bought by Kids
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- Figure 63: Types of snacks bought by children, by demographics, October 2012
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- Figure 64: Repertoire for types of snacks bought by children, by demographics, October 2012
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Appendix – Consumer – Amount Kids Spend on Snacks
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- Figure 65: Amount spent by children on snacks in a typical week, by demographics, October 2012
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Appendix – Consumer – Frequency of Snacking by Kids
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- Figure 66: Frequency of snacking, by demographics, October 2012
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Appendix – Consumer – Kids’ Attitudes Towards Snacking
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- Figure 67: Most popular statements on snacking, by demographics, October 2012
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- Figure 68: Next most popular statements on snacking, by demographics, October 2012
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