Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market drivers
- Kids, teens’ population growing; teen growth rate to surpass U.S. population growth
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- Figure 1: Total U.S. population, by age, 2007-17
- Hispanic kids, teens expected to grow at the highest rate from 2012-17
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- Figure 2: Change in the U.S. population of kids aged 6-17, by race/Hispanic origin, 2012-17
- Childhood, teen obesity rates continue to be at all-time highs
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- Figure 3: Prevalence of obesity among children and teens aged 2-19, 1971-2010
- Kids and teens as snack consumers
- Afternoon snack – most popular snacking occasion among kids and teens
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- Figure 4: Kids’ and Teens’ eating occasions during the week (Monday-Friday) and weekend, 2011
- Most aged 6-11 happy with their looks; 46% seek healthy food
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- Figure 5: Kids’ attitudes toward health and snacking, 2011
- A third of teens read nutrition labels; 47% seek healthy food
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- Figure 6: Teens’ attitudes toward health and snacking, 2011
- Sources of information for new snacks
- Word of mouth remains main source of finding new snack information for 6-11 kids
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- Figure 7: Sources of information for finding new snacks for kids, 2011
- Teens rely more on friends to find out about new snacks; POS also popular
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- Figure 8: Sources of information for finding new snacks for teens, 2011
- Parents try to influence kids and teens to make healthy food choices
- Encouragement declines as child ages
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- Figure 9: Parents’ encouragement for their kids’ and teens’ consumption of snacks, June 2011
- Main reason why parents discourage certain snacks is health/nutrition
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- Figure 10: Reasons that make it difficult for kids and teens to eat healthy snacks, by age and gender, 2011
- What we think
Issues in the Market
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- How can manufacturers make healthy snacking more appealing to kids, teens?
- What role will the economy play in kids’ and teens’ snacking?
- Why should manufacturers self-regulate prior to government regulations?
Insights and Opportunities
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- Partner with vending operators to provide healthy snacks in schools
- Optimize taste for nutritional snacks
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- Figure 11: Parents’ ease of influencing child to eat healthy snacks, by gender and age, 2011
- Figure 12: Reasons that make it difficult for kids and teens to eat healthy snacks, by age and gender, 2011
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- Figure 13: Reasons that make it difficult for kids and teens to eat healthy snacks, by age and gender, 2011
Trend Applications
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- Trend: The Real Thing
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- Figure 14: Parents’ encouragement for their kids’ and teens’ consumption of snacks, June 2011
- Trend: Transumers
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- Figure 15: Top household task moms are performing, by age and gender of child, 2011
- 2015 Trend: Brand Intervention
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- Figure 16: Reasons that make it difficult for kids and teens to eat healthy snacks, by age and gender, 2011
Market Drivers
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- Key points
- Childhood and teen obesity—highest in decades
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- Figure 17: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- The obesity epidemic has created elderly kids
- Teens forecast to grow faster than overall U.S. population from 2012-17
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- Figure 18: Total U.S. population, by age, 2007-17
- Hispanics will comprise a quarter of kids population aged 6-11 by 2017
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- Figure 19: U.S. population of kids aged 6-11, by race/Hispanic origin, 2007-17
- More than two in 10 teens will be Hispanics by 2017
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- Figure 20: U.S. population of kids aged 12-17, by race/Hispanic origin, 2007-17
- Asians lead the way on household median income; Hispanics lag behind
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- Figure 21: Median household income, by race/Hispanic origin of householder, 2011
- The number of kids, teens suffering from allergies rising
Competitive Context
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- Fast food restaurants remain popular with kids and teens
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- Figure 22: Kids' and teens’ usage of fast food restaurants, April 2011-June 2012
- Figure 23: Fast food restaurants kids’ and teens’ visitation habits, April 2011-June 2012
Snacking Occasions —Kids and Teens
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- Key points
- Afternoon most popular snacking occasion
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- Figure 24: Kids’ eating occasions during the week (Monday-Friday), by age and gender, 2011
- More kids eat a late-night snack during the weekend than during the week
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- Figure 25: Kids’ eating occasions during the weekend (Saturday-Sunday), by age and gender, 2011
- Teens’ busy lives reflected in their “eating at all times” habits
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- Figure 26: Teens’ eating occasions during the week (Monday-Friday), by age and gender, 2011
- More teens snack during the weekend
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- Figure 27: Teen attitudes toward food and snacking, by gender and age, April 2010-June 2011
- Figure 28: Teens’ eating occasions during the weekend (Saturday-Sunday), by age and gender, 2011
Healthy Snack Consumption
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- Key points
- Yogurts remains a popular healthy snack among kids aged 6-11
- Fruit tops the nutritional snacks consumption; others have room to grow
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- Figure 29: Kids' consumption of nutritional snacks, April 2007-June 2012
- Figure 30: Kids' consumption of healthy snacks, by type, by gender and age, April 2011-June 2012
- Boys aged 6-8 eat the most nutritional snacks in a month
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- Figure 31: Kids' frequency of usage of nutritional snacks last month, by gender, age, April 2011-June 2012
- Lower frequency may be linked to snack availability in household
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- Figure 32: Frequency of favorite nutritional snacks in house, by gender and age, April 2011-June 2012
- A third of kids aged 6-11 may still have an aversion to healthy food
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- Figure 33: Kids' attitudes about eating, by gender and age, April 2011-June 2012
- Trend continues: significantly more teen girls than boys watch their diet
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- Figure 34: Teen watching their diet for health or weight, by gender and age, April 2011-June 2012
- Figure 35: Teen attitudes toward food and snacking, by gender and age, April 2011-June 2012
- More teens are eating nutritional snacks in 2011-12 than 2007-08
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- Figure 36: Teen consumption of nutritional snacks, 2007-12
- Figure 37: Teen consumption of healthy snacks, by type, by gender and age, April 2011-June 2012
Sweet Snacks Consumption
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- Key points
- Most kids eat sweets; Oreo remains a favorite
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- Figure 38: Kids' consumption sweet products, by gender and age, April 2011-June 2012
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- Figure 39: Kids' favorite cookie brands, April 2011-June 2012
- Children believe they are trying to reduce sweets, yet almost all eat them
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- Figure 40: Kids' attitudes about eating, by gender and age, April 2011-June 2012
- Despite efforts to eat fewer sweets, teens consume too much sugar
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- Figure 41: Teen consumption of sweet products, by gender and age, April 2011-June 2012
- Figure 42: Teen attitudes toward food and snacking, by gender and age, April 2010-June 2011
Salty and Savory Snack Consumption
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- Key points
- Salty snacks remain a favorite with both kids and teens
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- Figure 43: Kids' consumption of salty and savory snacks, by gender and age, April 2011-June 2012
- Figure 44: Teen consumption of cookies, by gender and age, April 2010-June 2011
- While strides have been made on reducing salt, more opportunities exist
Innovations and Innovators
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- Number of kid-intended new product introductions declined 2007-11
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- Figure 45: Kids-positioned products, by food/beverages category, 2007-12*
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- Figure 46: Top 16 claims across kids-positioned food/beverages products, 2007-12*
- Figure 47: Top companies, by product launch count, with kids-positioned food/beverages products, 2007-12*
- Healthy snacks
- Sweet snacks
- Salty and savory snacks
Marketing Strategies
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- Overview
- Kids love cuties, and so do parents
- Television
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- Figure 48: Cuties Oranges, “The Peeling,” TV ad, 2011
- Figure 49: Brand analysis for Cuties Oranges, 2012
- Online initiatives
- Fruit companies promote healthy snacking to kids, their parents
- Chiquita Brands focus on promoting product by sponsoring sport events
- Bolthouse Farms
- Dannon brings the family together
- Television
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- Figure 50: Dannon Pure Yogurt, “Luv,” TV ad, 2012
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- Figure 51: Brand analysis for Dannon Pure, 2012
- Online promotions
- An Oreo for the kid in you
- Television
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- Figure 52: Oreo Cookies, “PTA Recess,” TV ad, 2012
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- Figure 53: Brand analysis of Oreo cookies, 2012
- Online initiatives
- Little Debbie brings generations together
- Television
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- Figure 54: Little Debbie Snack Cakes, television ad, 2012
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- Figure 55: Little Debbie Snack Cakes, “Share More Smiles,” TV ad, 2012
- Pepperidge Farm fishes around with Goldfish
- Television
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- Figure 56: Pepperidge Farm Goldfish Grahams, television ad, 2012
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- Figure 57: Pepperidge Farm Goldfish Grahams, “A Fish Out of Water,” TV ad, 2012
- Online initiatives
- Ore-Ida surprises adults
- Television
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- Figure 58: Ore-Ida Fries, “Potatoes On Trial,” TV ad, 2012
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- Figure 59: Brand analysis of Ore-Ida fries, 2012
- General Mills gets interactive with packaging
- Popsicle makes yogurt sweet
- Betty Crocker involves the whole family
- More gaming initiatives
- Mobile games offer new marketing platform
Kids’ and Teens’ Influence on Purchases of Snacks
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- Key points
- Kids feel they have influence on most snacks purchases
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- Figure 60: Kids’ influence on purchase decision for snacks, by age and gender, 2011
- While kids feel they have influence, fewer feel they have “a lot”
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- Figure 61: Kids’ influence on purchase decision for snacks, by age and gender, 2011
- More teen boys than girls claim to have influence on purchases of fast food
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- Figure 62: Teens’ influence on purchase decision for snacks, by age and gender, 2011
- Teens have more spending power than kids
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- Figure 63: Teens’ influence on purchase decision for snacks, by age and gender, 2011
Kids’ and Teens’ Attitudes toward Health, Snacking
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- Key points
- While parents encourage healthy food, few kids actively look for it
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- Figure 64: Kids’ attitudes toward health and snacking, by age and gender, 2011
- A third of teens read nutritional labels
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- Figure 65: Teens’ attitudes toward health and snacking, by age and gender, 2011
Sources of Information—Kids and Teens
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- Key points
- Word of mouth still the most popular way of finding out about new snacks
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- Figure 66: Sources of information for finding new snacks for kids, by gender and age, 2011
- More teens find out about snacks from their friends than their parents
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- Figure 67: Sources of information for finding new snacks for teens, by gender and age, 2011
Impact of Race/Hispanic Origin
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- Key points
- Asians tend to overindex on consumption of nutritious snacks
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- Figure 68: Kids' consumption of foods and snack, by type, by gender and age, April 2011-June 2012
- Hispanic teens who eat nutritional snacks overindexing in nuts, granola
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- Figure 69: Teen consumption of nutritional snacks, by type, by gender and age, April 2010-June 2011
- More blacks claim to read nutrition labels compared to other groups
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- Figure 70: Kids’ attitudes toward health and snacking, by race/Hispanic origin, 2011
- More black, Hispanic teens are happy with the way they look
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- Figure 71: Teens’ attitudes toward health and snacking, by race/Hispanic origin, 2011
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- Figure 72: Change in obesity rates among teens, by race/Hispanic origin and gender, 1988-1994 to 2009-10
Appendix—Other Useful Consumer Tables
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- Figure 73: Eating occasions during the week (Monday-Friday), by race/Hispanic origin, 2011
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- Figure 74: Eating occasions during the weekend (Saturday-Sunday), by race/Hispanic origin, 2011
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- Figure 75: Teens’ eating occasions during the week (Monday-Friday), by race/Hispanic origin, 2011
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- Figure 76: Teens’ eating occasions during the week (Saturday-Sunday), by race/Hispanic origin, 2011
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- Figure 77: Kids' favorite nutritional snack brands, by gender and age, April 2011-June 2012
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- Figure 78: Kids' favorite nutritional snack brands, by race/Hispanic origin, April 2011-June 2012
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- Figure 79: Kids' favorite nutritional snack brands, by race/Hispanic origin, April 2011-June 2012
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- Figure 80: Parents’ encouragement for their kids’ and teens’ consumption of snacks, June 2011
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- Figure 81: Parents’ ease of influencing child to eat healthy snacks, by race/Hispanic origin, 2011
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- Figure 82: Reasons that make it difficult for kids and teens to eat healthy snacks, by race/Hispanic origin, 2011
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- Figure 83: Reasons that make it difficult for kids and teens to eat healthy snacks, by race/Hispanic origin, 2011
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- Figure 84: Kids' consumption of nutritional snacks, by race/Hispanic origin, April 2011-June 2012
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- Figure 85: Kids' frequency of usage of nutritional snacks last month, by race/Hispanic origin, April 2011-June 2012
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- Figure 86: Frequency of favorite nutritional snacks in house, by race/Hispanic origin, April 2011-June 2012
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- Figure 87: Kids' attitudes about eating, by race/Hispanic origin, April 2011-June 2012
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- Figure 88: Kids' consumption sweet snacks, by race/Hispanic origin, April 2011-June 2012
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- Figure 89: Teen consumption of cookies, by race/Hispanic origin, April 2010-June 2011
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- Figure 90: Kids' consumption of salty and savory snacks, by race/Hispanic origin, April 2011-June 2012
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- Figure 91: Teen consumption of cookies, by race/Hispanic origin, April 2010-June 2011
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- Figure 92: Kids’ influence on purchase decision for snacks, by race/Hispanic origin, 2011
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- Figure 93: Teens’ influence on purchase decision for snacks, by age and gender, 2011
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- Figure 94: Sources of information for finding new snacks for kids, by race/Hispanic origin, 2011
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- Figure 95: Sources of information for finding new snacks for teens, by race/Hispanic origin, 2011
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- Figure 96: Teen attitudes toward food and snacking, by race/Hispanic origin, April 2011-June 2012
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- Figure 97: Households, by race of householder and presence and ages of children, 2011
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- Figure 98: Teen attitudes toward food and snacking, by gender and age, April 2010-June 2011
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Appendix—Trade Associations
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