Attitudes Toward Kids' and Teens' Snacking - US - November 2012

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Market drivers
Kids, teens’ population growing; teen growth rate to surpass U.S. population growth
Figure 1: Total U.S. population, by age, 2007-17
Hispanic kids, teens expected to grow at the highest rate from 2012-17
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
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
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
Figure 5: Kids’ attitudes toward health and snacking, 2011
A third of teens read nutrition labels; 47% seek healthy food
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
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
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
Figure 9: Parents’ encouragement for their kids’ and teens’ consumption of snacks, June 2011
Main reason why parents discourage certain snacks is health/nutrition
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
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
Partner with vending operators to provide healthy snacks in schools
Optimize taste for nutritional snacks
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
Figure 13: Reasons that make it difficult for kids and teens to eat healthy snacks, by age and gender, 2011
TREND APPLICATIONS
Trend: The Real Thing
Figure 14: Parents’ encouragement for their kids’ and teens’ consumption of snacks, June 2011
Trend: Transumers
Figure 15: Top household task moms are performing, by age and gender of child, 2011
2015 Trend: Brand Intervention
Figure 16: Reasons that make it difficult for kids and teens to eat healthy snacks, by age and gender, 2011
MARKET DRIVERS
Key points
Childhood and teen obesity—highest in decades
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
Figure 18: Total U.S. population, by age, 2007-17
Hispanics will comprise a quarter of kids population aged 6-11 by 2017
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
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
Figure 21: Median household income, by race/Hispanic origin of householder, 2011
The number of kids, teens suffering from allergies rising
COMPETITIVE CONTEXT
Fast food restaurants remain popular with kids and teens
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
Key points
Afternoon most popular snacking occasion
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
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
Figure 26: Teens’ eating occasions during the week (Monday-Friday), by age and gender, 2011
More teens snack during the weekend
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
Key points
Yogurts remains a popular healthy snack among kids aged 6-11
Fruit tops the nutritional snacks consumption; others have room to grow
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
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
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
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
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
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
Key points
Most kids eat sweets; Oreo remains a favorite
Figure 38: Kids' consumption sweet products, by gender and age, April 2011-June 2012
Figure 39: Kids' favorite cookie brands, April 2011-June 2012
Children believe they are trying to reduce sweets, yet almost all eat them
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
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
Key points
Salty snacks remain a favorite with both kids and teens
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
Number of kid-intended new product introductions declined 2007-11
Figure 45: Kids-positioned products, by food/beverages category, 2007-12*
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
Overview
Kids love cuties, and so do parents
Television
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
Figure 50: Dannon Pure Yogurt, “Luv,” TV ad, 2012
Figure 51: Brand analysis for Dannon Pure, 2012
Online promotions
An Oreo for the kid in you
Television
Figure 52: Oreo Cookies, “PTA Recess,” TV ad, 2012
Figure 53: Brand analysis of Oreo cookies, 2012
Online initiatives
Little Debbie brings generations together
Television
Figure 54: Little Debbie Snack Cakes, television ad, 2012
Figure 55: Little Debbie Snack Cakes, “Share More Smiles,” TV ad, 2012
Pepperidge Farm fishes around with Goldfish
Television
Figure 56: Pepperidge Farm Goldfish Grahams, television ad, 2012
Figure 57: Pepperidge Farm Goldfish Grahams, “A Fish Out of Water,” TV ad, 2012
Online initiatives
Ore-Ida surprises adults
Television
Figure 58: Ore-Ida Fries, “Potatoes On Trial,” TV ad, 2012
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
Key points
Kids feel they have influence on most snacks purchases
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”
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
Figure 62: Teens’ influence on purchase decision for snacks, by age and gender, 2011
Teens have more spending power than kids
Figure 63: Teens’ influence on purchase decision for snacks, by age and gender, 2011
KIDS’ AND TEENS’ ATTITUDES TOWARD HEALTH, SNACKING
Key points
While parents encourage healthy food, few kids actively look for it
Figure 64: Kids’ attitudes toward health and snacking, by age and gender, 2011
A third of teens read nutritional labels
Figure 65: Teens’ attitudes toward health and snacking, by age and gender, 2011
SOURCES OF INFORMATION—KIDS AND TEENS
Key points
Word of mouth still the most popular way of finding out about new snacks
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
Figure 67: Sources of information for finding new snacks for teens, by gender and age, 2011
IMPACT OF RACE/HISPANIC ORIGIN
Key points
Asians tend to overindex on consumption of nutritious snacks
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
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
Figure 70: Kids’ attitudes toward health and snacking, by race/Hispanic origin, 2011
More black, Hispanic teens are happy with the way they look
Figure 71: Teens’ attitudes toward health and snacking, by race/Hispanic origin, 2011
Figure 72: Change in obesity rates among teens, by race/Hispanic origin and gender, 1988-1994 to 2009-10
APPENDIX—OTHER USEFUL CONSUMER TABLES
Figure 73: Eating occasions during the week (Monday-Friday), by race/Hispanic origin, 2011
Figure 74: Eating occasions during the weekend (Saturday-Sunday), by race/Hispanic origin, 2011
Figure 75: Teens’ eating occasions during the week (Monday-Friday), by race/Hispanic origin, 2011
Figure 76: Teens’ eating occasions during the week (Saturday-Sunday), by race/Hispanic origin, 2011
Figure 77: Kids' favorite nutritional snack brands, by gender and age, April 2011-June 2012
Figure 78: Kids' favorite nutritional snack brands, by race/Hispanic origin, April 2011-June 2012
Figure 79: Kids' favorite nutritional snack brands, by race/Hispanic origin, April 2011-June 2012
Figure 80: Parents’ encouragement for their kids’ and teens’ consumption of snacks, June 2011
Figure 81: Parents’ ease of influencing child to eat healthy snacks, by race/Hispanic origin, 2011
Figure 82: Reasons that make it difficult for kids and teens to eat healthy snacks, by race/Hispanic origin, 2011
Figure 83: Reasons that make it difficult for kids and teens to eat healthy snacks, by race/Hispanic origin, 2011
Figure 84: Kids' consumption of nutritional snacks, by race/Hispanic origin, April 2011-June 2012
Figure 85: Kids' frequency of usage of nutritional snacks last month, by race/Hispanic origin, April 2011-June 2012
Figure 86: Frequency of favorite nutritional snacks in house, by race/Hispanic origin, April 2011-June 2012
Figure 87: Kids' attitudes about eating, by race/Hispanic origin, April 2011-June 2012
Figure 88: Kids' consumption sweet snacks, by race/Hispanic origin, April 2011-June 2012
Figure 89: Teen consumption of cookies, by race/Hispanic origin, April 2010-June 2011
Figure 90: Kids' consumption of salty and savory snacks, by race/Hispanic origin, April 2011-June 2012
Figure 91: Teen consumption of cookies, by race/Hispanic origin, April 2010-June 2011
Figure 92: Kids’ influence on purchase decision for snacks, by race/Hispanic origin, 2011
Figure 93: Teens’ influence on purchase decision for snacks, by age and gender, 2011
Figure 94: Sources of information for finding new snacks for kids, by race/Hispanic origin, 2011
Figure 95: Sources of information for finding new snacks for teens, by race/Hispanic origin, 2011
Figure 96: Teen attitudes toward food and snacking, by race/Hispanic origin, April 2011-June 2012
Figure 97: Households, by race of householder and presence and ages of children, 2011
Figure 98: Teen attitudes toward food and snacking, by gender and age, April 2010-June 2011
APPENDIX—TRADE ASSOCIATIONS