Table of Contents
Executive Summary
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- The market
- The consumer
- Freshness and nutritional value are essential parts of children’s diets
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- Figure 1: Food usage, July 2019
- Bodily development and physical health are valued the most
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- Figure 2: Consumption purpose, July 2019
- Blurring line between online and offline retail channels
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- Figure 3: Purchase channels, July 2019
- Children’s dairy products luring more parents
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- Figure 4: Category penetration, July 2019
- Satisfying children’s palates and parents’ pursuit for premium quality
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- Figure 5: Children’s foods and drinks purchase factors, July 2019
- Parents act as nutritionists for their children
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- Figure 6: General attitudes, July 2019
- What we think
Issues and Insights
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- Premiumisation is the key to sustain a shrinking market
- The facts
- The implications
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- Figure 7: Children’s drinks with added probiotics
- Figure 8: Children’s foods with added probiotics, prebiotics, or postbiotics
- Permissible indulgence will keep unhealthy food and drink on the table
- The facts
- The implications
- Highlighting nutritional value and daily intake advice to help parents fight off overweight and obesity
- The facts
- The implications
The Market – What You Need to Know
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- Childhood obesity encouraging changes in policies and companies
- L/N/R and ‘plus’ factors are embraced by global market
- Science finding ways to conquer health epidemics
Market Factors
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- Slowdown in growth of child population
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- Figure 9: Population and growth rate of children aged 5-14 in China, 2011-18
- Figure 10: Birth, death, and natural increase rates per 1,000 people, China, 2008-2018
- Childhood obesity population ranks no.1 in the world
- Government promoting healthier lifestyle choices
Competitive Strategies
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- Adding ‘fun’ and ‘local’ elements to keep consumers engaged
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- Figure 11: Oreo and The Palace Museum Food Shop’s collaboration jukebox, 2019
- Figure 12: Limited-edition flavours of Oreo and The Palace Museum Food Shop’s collaboration, 2019
- Leveraging social media to showcase product value
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- Figure 13: Milkana adventure cheese box for Tmall Single’s Day Festival, 2018
- Offline exposure building connection with families
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- Figure 14: Want Want at a Halloween market in Taiwan, 2019
- Advance R&D bringing ‘unhealthy’ nostalgic snacks back into the spotlight
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- Figure 15: Nestle’s low sugar Milkybar Wowsomes
Who’s Innovating?
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- Global: designing products around children’s daily activities
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- Figure 16: Children’s drinks with added electrolytes, global
- Global: accentuated naturalness through fruits and herbs
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- Figure 17: Children’s juice drinks with real fruits and herbs
- Global: whisking superfoods into the ‘unhealthy’
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- Figure 18: Children’s drinks and snacks with a healthy twist
- Figure 19: Sugar-free lollipops by Dr. John’s
The Consumer – What You Need to Know
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- Consumption driven by children’s bodily development
- Luring consumers through widening flavours and adding effective nutrients
- Concern for children’s healthy dietary habits encouraging parents to engage more
Food Usage
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- Health awareness guiding choice of foods
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- Figure 20: Food usage, July 2019
- Flavourful snacks as treats implying nutrition stigma
- More young parents born in the 1990s tend to feed children healthy foods on a daily basis
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- Figure 21: Food usage, those who choose to feed kids once a day or more, by generation, July 2019
Consumption Purpose
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- Nutrition balancing and immunity building are the top reasons
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- Figure 22: Consumption purpose, July 2019
- Younger and older parents have different priorities
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- Figure 23: Consumption purpose, ranks by age group, July 2019
- Identical purpose for feeding across city tiers
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- Figure 24: Consumption purpose, by city tier, July 2019
Purchase Channels
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- Comprehensive shopping channels attract the majority
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- Figure 25: Purchase channels, July 2019
- Parents born in the 1990s favour online shopping channels
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- Figure 26: Purchase channels, by generation, July 2019
Category Penetration
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- Blurred line in choosing children-specific foods and drinks
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- Figure 27: Category penetration, July 2019
- Protein, probiotics, calcium trigger younger parents
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- Figure 28: Category penetration, dairy products, by generation, July 2019
- Younger parents tend to believe products designed just for kids could meet needs
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- Figure 29: Category penetration, by generation, July 2019
Children’s Food and Drink Purchase Factors
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- Winning hearts with intriguing flavours and desirable nutrients
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- Figure 30: Children’s foods and drinks purchase factors, July 2019
- Three generations weigh up decision factors differently
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- Figure 31: Children’s foods and drinks purchase factors, by generation, July 2019
- Parents’ standards driven by premium quality and functionality
General Attitudes
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- Striving to shape healthy dietary habits for children
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- Figure 32: General attitudes, July 2019
- Lenient feeding philosophy indicates sizable market for nostalgic products
- Parents in their 20s might be more prone to purchasing ‘unhealthy’ food and drink for children
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- Figure 33: General attitudes, by age group, July 2019
- More medium and high household income families keep an eye on children’s diet
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- Figure 34: General attitudes, by monthly household income, July 2019
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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