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市場調查報告書

美國的兒童相關食品、飲料市場:第8版

Kids Food and Beverage Market in the U.S., 9th Edition

出版商 Packaged Facts 商品編碼 191864
出版日期 內容資訊 英文 146 Pages
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美國的兒童相關食品、飲料市場:第8版 Kids Food and Beverage Market in the U.S., 9th Edition
出版日期: 2018年01月24日 內容資訊: 英文 146 Pages
簡介

兒童每天伙食費的影響顯著。1週伙食費超過150美元的家庭中有小孩的家庭佔約43%,但沒有小孩的家庭僅占16.1%。還有在21項食品和飲料分類中冷穀類大受兒童歡迎。

本報告提供以美國的兒童為目標的食品、飲料的零售市場相關分析,市場結構和趨勢,今後的市場規模、成長率預測,各領域的市場行銷概要,消費者趨勢,新商品開發趨勢等彙整資料,為您概述為以下內容。

第1章 摘要整理

第2章 市場趨勢、機會

  • 市場要素
  • 多文化的兒童人口持續增加
  • 家庭所得的影響
  • 兒童的肥胖趨勢
  • 兒童的食品影響購買的要素
  • 健康相關的要素
  • 享受、產品特質的要素
  • 包裝、價格的要素
  • 減肥、飲食習慣的態度
  • 對兒童的飲食習慣的父母的態度
  • 人口統計的影響
  • 飲食的健康度排行榜
  • 父母 vs. 父母之外
  • 父母 vs. 兒童、其他

第3章 市場規模

  • 沒有小孩的家庭,有小孩的家庭的利用
  • 兒童中心的產品受歡迎
  • 有小孩的家庭:兒童用食品和飲料的佔有率
  • 家庭的市場佔有率:兒童的存在,各食品飲料類型
  • 食品和飲料的兒童的佔有率:各家庭類型

第4章 利用、行銷及新產品趨勢:早餐

  • 用戶趨勢
  • 早餐的利用
  • 經時性的趨勢
  • 行銷及新產品趨勢
  • 對健康好的早餐
  • 讓吃早餐成為快樂的事
  • 溫暖的早餐、其他

第5章 利用、行銷及新產品趨勢:午餐

  • 用戶趨勢
  • Lunchables 為首位
  • Lunchables 目標為6-11歲的兒童
  • 已包裝午餐包的利用多在低所得家庭
  • 經時性的趨勢
  • 行銷及新產品趨勢
  • 健康性的零食/汽艇套件

第6章 利用、行銷及新產品趨勢:晚飯

  • 用戶趨勢
  • 冷凍熱零食及主要課程的利用多在有10多歲小孩的家庭
  • 經時性的趨勢
  • 行銷及新產品趨勢
  • 健康、多樣性提供創新靈感

第7章 利用、行銷及新產品趨勢:甜味零食

  • 用戶趨勢
  • 零食蛋糕、水果零食的利用以低所得家族最強
  • 經時性的趨勢
  • 行銷及新產品趨勢
  • 有趣的要素,有助於兒童食物從主流健康甜味零食產品的差別化

第8章 利用、行銷及新產品趨勢:鹹味零食

  • 用戶趨勢
  • 經時性的趨勢
  • 行銷及新產品趨勢
  • 父母對健康訴求;對兒童的有趣訴求

第9章 利用、行銷及新產品趨勢:農產品

  • 用戶趨勢
  • 水果、蔬菜的利用
  • 大家族除新鮮的農產品之外的利用大
  • 家庭的兒童
  • 經時性的趨勢
  • 行銷及新產品趨勢
  • 汽艇箱的夥伴、其他

第10章 利用、行銷及新產品趨勢:飲料

  • 用戶趨勢
  • 飲料的利用
  • 大家族牛乳口味和粉狀無酒精飲品的利用最高
  • 有大孩子的家庭有大量地利用飲料增味劑的趨勢
  • 經時性的趨勢
  • 行銷及新產品趨勢、其他

第11章 父母對食品、廣告及消費的態度

  • 兒童
  • 父母對食品的態度
  • 父母對廣告的態度
  • 父母對兒童購物的態度、其他

第12章 父母關於兒童相關食品學習的方法

  • 新的兒童食品相關學習
  • 父母在哪裡學習兒童相關食品
  • 兒童在哪裡聽見關於新的產品、其他

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目錄
Product Code: LA15095285

The kids' food and beverage market is a tricky business and requires a special approach to both innovation and marketing. Industry players must meet the needs of parents (as the purchasers) as well as kids (as the end-users), while operating in the force field of public and regulatory concerns about nutrition for children, advertising to children, and childhood obesity. Not only is there is no clear-cut way to differentiate kids' food from regular food products, but there is no consensus on when such differentiation is desirable.

To provide the market context, Packaged Facts considers a variety of factors that influence consumer usage patterns, market innovation, and marketing strategies. Population trends, household composition, economic factors, health and wellness trends, and retail trends are all key to understanding the potential and pitfalls of the kids' food and beverage market. It's also vital for marketers, product developers, and retailers to better understand what influences parents' decisions on what they feed their children. Proprietary Packaged Facts data offer insight into the degree to which product qualities, dietary lifestyle characteristics, and diet claims are sought after by kids food product purchasers.

While parents may be the purchaser of kids' food and beverage, kids are of course key influencers over parents' choices. For example, nearly all parents say they at least “some of the time” buy a new food or beverage that their kids ask for, with 20% indicating they almost always do so. This provides incentive for marketers to continue to target the end user in promotional efforts. Packaged Facts data also identify food categories, such as breakfast cereal, in which kids tend to have greater influence over their parents' purchase behavior.

This report analyzes and trends seven retail food and beverage categories that are especially significant to children's eating choices, addressing a range of use occasions and need states: breakfast foods, lunch foods, and dinner foods; sweet snacks and salty snacks; produce; and beverages. In each case, the report provides trend data over a ten-year period (2008-2017) and analysis of food and beverage categories for which families with children at home significantly over-index in usage. The report also covers marketing strategies and product innovation relevant to each category.

Report Methodology

This report features proprietary data from a Packaged Facts December 2017 consumer survey. Packaged Facts surveys of U.S. adult consumers (age 18+) are based on national online research panels that are census representative on the primary demographic measures of age, gender, geographic region, race/ethnicity, and household income, with a sample of 2,000.

Data related to consumer demographics, attitudes and behaviors are also derived from Simmons Research LLC, which fields booklet-based surveys of a large and random sample of consumers (approximately 25,000 per survey release) who in aggregate represent a statistically accurate cross-section of the U.S. adult population (age 18+).

Table of Contents

CHAPTER 1: EXECUTIVE SUMMARY

THE MARKET

  • Scope of Report
  • Report Methodology

REPORT SUMMARY

  • Market Factors
  • Desired Product Attributes
  • Kids as Influencers
  • Breakfast Foods
  • Lunch Foods
  • Dinner Foods
  • Salty Snacks
  • Sweet Snacks
  • Produce
  • Beverages

CHAPTER 2: MARKET FACTORS

KEY POINTS

POPULATION AND HOUSEHOLD COMPOSITION TRENDS

  • Static child population challenges market
    • Table 2-1: U.S. Population by Adult and Child, 2016-2020
  • The population age <6 is set to grow at the fastest pace
    • Table 2-2: U.S. Child Population by Age, 2016-2020

THE FAMILY HOUSEHOLD

  • The majority of households are childless
    • Figure 2-1: U.S. Household Composition by Presence of Children*, 2016
  • Parents age 35-44 represent the largest share of family households
    • Table 2-3: Consumer Base of Households with Children by Age of Householder, 2016
    • Figure 2-2: Revolution Foods
  • The Kids Food and Beverage Market in the U.S., 9th Edition
  • Growth of multicultural population influences market
    • Table 2-4: U.S. Child Population by Race/Ethnicity, 2016-2020

INCOME, CONSUMER CONFIDENCE, AND KIDS IMPACT GROCERY SPENDING

  • Key parent demographic among highest income earners
    • Table 2-5: Households With Children by Age of Householder, 2016
    • Figure 2-3: Median Household Incomes by Age of Householder, 2016
  • Consumer confidence on the rise = willingness to spend
    • Figure 2-4: Consumer Confidence Index, 2007-2017
    • Figure 2-5: Food Sales, 2007-2017
  • Children influence weekly grocery spend
    • Table 2-6: Weekly Household Grocery Expenditures by Household Composition, 2017

HEALTH AND WELLNESS TRENDS

  • Child obesity trends
    • Figure 2-6: Trends in Adult and Youth Obesity, 1999-2000 Through 2013-2014
  • Health trends played out at retail and foodservice
    • Figure 2-7: RxBar Kids

RETAIL TRENDS

  • Where families shop
    • Table 2-7: Percentage of Households Who Shop at Selected Retailers: By Household Composition, 2017

CHAPTER 3: DESIRED PRODUCT ATTRIBUTES

KEY POINTS

PRODUCT QUALITIES

  • “Fresh” Is the Word
    • Table 3-1: Food Product Qualities Sought Out by Consumers: Households Overall vs. Households With or Without Children, December 2017 (percentage of respondents)
  • Freshness and sale/promotion influence parents
    • Figure 3-1: Mom Made Coupon
    • Figure 3-2: Product Qualities, December 2017 (percentage of respondents with children under 18 in HH)

DIETARY LIFESTYLE CHARACTERISTICS

  • “Healthy” Is a Moving Target
    • Figure 3-3: Lenny & Larry The Complete Cookie
    • Table 3-2: Dietary Lifestyle Characteristics: Households Overall vs. Households With or Without Children, December 2017 (percentage of respondents)
  • Parents seek out all-natural products
    • Figure 3-4: Plum Organics Food Philosophies
    • Figure 3-5: Dietary Lifestyle Characteristics of Households with Children, December 2017 (percentage of respondents with children under 18 in HH)
  • Diet claims
    • Figure 3-6: Jif Peanut Butter
    • Table 3-3: Diet Claims, December 2017 (percentage of respondents)
  • Parents seeking out products with no artificial ingredients
    • Figure 3-7: Tyson Fun Nuggets
    • Figure 3-8: Diet Claims Sought Out by Households with Children, December 2017 (percentage of respondents with children under 18 in HH

CHAPTER 4: KIDS AS INFLUENCERS

KEY POINTS

KIDS AS INFLUENCERS

  • 55% of Parent Shoppers Consider Kids Preferences “Especially Important”
    • Figure 4-1: Pop-Tarts Strawberry Milkshake, December 2017
    • Figure 4-2: Influencers when Choosing What to Feed Children, December 2017 (percentage of respondents with children under 18 in HH)

KIDS INFLUENCE ON NEW PRODUCT PURCHASING

  • Influence even higher over new food and beverage purchases
    • Figure 4-3: Level of Kids' Influence on New Food and Beverage Product Purchases, December 2017 (percentage of respondents with children under 18 in HH)
  • Kids' requests have the most power in breakfast cereal, salty snacks, and produce
    • Figure 4-4: Rates at Which Kids' Preferences Are “Very Influential”: By Food Product Type, December 2017 (percentage of respondents with children under 18 in HH)
    • Table 4-1: Kids as Influences by Food Product Type, 2017 (percentage of respondents with children under 18 in HH)

CHAPTER 5: BREAKFAST FOODS

KEY POINTS

BREAKFAST AS THE MOST IMPORTANT MEAL OF THE DAY

  • Breakfast is more important in households with teens
    • Table 5-1: Level of Agreement that “Breakfast Is More Important than Lunch or Dinner”: By Household Composition, 2017
  • Cereal is the most widely used breakfast food among family households
    • Figure 5-1: Van's and Nature's Path Cold Cereals
  • Pancake/waffle mixes have strong penetration into family households
    • Figure 5-2: Kodiak Cakes Breakfast Mixes
    • Table 5-2: Usage Rates for Selected Breakfast-Oriented Product Types Purchased at Higher Rates by Households with Children, 2017 (number and percent)
  • Families significantly over-index in use of select breakfast products
    • Table 5-3: Usage Indexes for Selected Breakfast-Oriented Product Types Purchased at Higher Rates by Households with Children: By Number of Children in Household, 2017

USAGE TRENDS FOR SELECTED KID-FRIENDLY BREAKFAST FOODS

  • Introduction
  • Toaster pastries
    • Figure 5-3: Co-Branded and Limited Edition Pop Tarts
    • Figure 5-4: Usage Rates for Toaster Pastries: By Presence/Absence of Children in Household, 2008- 2017 (percent)
  • Frozen waffles
    • Figure 5-5: Licensed Character Eggo Waffles
    • Figure 5-6: Kodiak Cakes Toaster Waffles
    • Figure 5-7: Waffle Waffles
    • Figure 5-8: Usage Rates for Frozen Waffles: By Presence/Absence of Children in Household, 2008-2017(percent)
  • Frozen breakfast entrées/sandwiches
    • Figure 5-9: El Monterey Breakfast
    • Figure 5-10: Bagel Bites Breakfast for “A Good Source of Protein”
    • Figure 5-11: Usage Rates for Frozen Breakfast Entrees/Sandwiches: By Presence/Absence of Children in Household, 2008-2017 (percent)
  • Packaged muffins
    • Figure 5-12: Soozy's Clean. Delicous. Mindful. Muffins in Wild Blueberry and Sweet Potato
    • Figure 5-13: Garden Lites Licensed Character Muffins
    • Figure 5-14: Usage Rates for Packaged Muffins: By Presence/Absence of Children in Household, 2008- 2017 (percent)

CHAPTER 6: LUNCH FOODS

KEY POINTS

LUNCH AS MOST IMPORTANT MEAL OF THE DAY

  • More important to larger family households
    • Table 6-1: Level of Agreement that “Lunch Is More Important than Breakfast or Dinner”: By Household Composition, 2017

HOUSEHOLD WITH CHILDREN AND LUNCH FOOD PRODUCTS

  • Kids meal solutions
  • Prepared lunch kits widely used by families
    • Figure 6-1: Lunchables Uploaded
    • Figure 6-2: LunchMakers Cracker Crunchers
    • Table 6-2: Usage Rates for Prepared Lunch Kits/Sandwiches: By Presence/Absence of Children in the Household, 2017 (number and percent)
    • Table 6-3: Usage Indexes for Use of Prepared Lunch Kits/Sandwiches: By Number of Children in Household, 2017

USAGE TRENDS FOR SELECTED KID-FRIENDLY LUNCH FOODS

  • Introduction
    • Figure 6-3: Lunchables Organic Pizza with Pepperoni
    • Figure 6-4: Usage Rates for Lunch Kits: By Presence/Absence of Children in Household, 2008-2017 (percent)
  • Healthier lunch food kits
    • Figure 6-5: Revolution Foods LunchBundle
    • Figure 6-6: Crunch Pak Snackers and Foodles
    • Figure 6-7: P3 Portable Protein Packs

CHAPTER 7: DINNER FOODS

KEY POINTS

DINNER AS THE MOST IMPORTANT MEAL OF THE DAY

  • Changing dynamic of the “family dinner”
    • Table 7-1: Levels of Agreement that “Dinner Is More Important than Breakfast or Lunch”: By Household Composition, 2017
    • Table 7-2: Selected Attitudes Toward Ingredients, Cooking, and Convenience Products: Households Overall vs. Households With or Without Children, 2017

HOUSEHOLD USAGE RATES FOR SELECTED DINNER FOOD PRODUCTS

  • Frozen pizzas even more popular in family households
  • Families are key consumers for shelf-stable packaged dinners mixes
    • Figure 7-1: Annie's Homegrown Mac & Cheese
    • Table 7-3: Usage Rates for Selected Dinner-Oriented Product Types Purchased at Higher Rates by Households with Children, 2017 (number and percent)
  • Families significantly over-index in use of frozen hot snacks
    • Figure 7-2: Totino's Pizza Sticks and Stuffed Nachos
    • Table 7-4: Usage Indexes for Selected Dinner-Oriented Product Types Purchased at Higher Rates by Households with Children: By Number of Children in Household, 2017

USAGE TRENDS FOR SELECTED KID-FRIENDLY DINNER FOODS

  • Frozen hot snacks
    • Figure 7-3: Nestlé Hot Pockets
    • Figure 7-4: Usage Rates for Frozen Hot Snacks: By Presence/Absence of Children in the Household, 2008-2017 (percent)
  • Shelf-stable packaged dinners, mixes and kits
    • Figure 7-5: Kraft Macaroni & Cheese
    • Figure 7-6: Usage Rates for Shelf-Stable Packaged Dinners, Mixes, and Kits: By Presence/Absence of Children in the Household, 2008-2017 (percent)
  • Frozen pizza
    • Figure 7-7: DiGoiorno Pizza
    • Figure 7-8: Usage Rates for Frozen Pizza: By Presence/Absence of Children in the Household, 2008- 2017 (percent)
  • The Kids Food and Beverage Market in the U.S., 9th Edition

CHAPTER 8: SALTY SNACKS

KEY POINTS

SALTY SNACKS AS HOUSEHOLD FAVORITES

  • Introduction
    • Table 8-1: Selected Attitudes Toward Salty Snacking and Treats: Households Overall vs. Households With or Without Children, 2017
  • Popcorn and chips have strong reach among all households, particularly families
    • Figure 8-1: Terra Chips
    • Table 8-2: Usage Rates for Selected Salty Snack Product Types Purchased at Higher Rates by Households with Children, 2017 (number and percent)
  • Families significantly over-index in use of snack and trail mixes
    • Figure 8-2: Oberto Trail Mix
    • Table 8-3: Usage Indexes for Selected Salty Snack Product Types Purchased at Higher Rates by Households with Children: By Number of Children in Household, 2017

USAGE TRENDS FOR SELECTED KID-FRIENDLY SALTY SNACK CATEGORIES

  • Snack and Trail Mixes
    • Figure 8-3: Sahale Snacks
    • Figure 8-4: Usage Rates for Snack/Trail Mixes: By Presence/Absence of Children in Household, 2014- 2017 (percent)
  • Pretzels
    • Figure 8-5: Rold Gold Thin Crisps
    • Figure 8-6: Usage Rates for Packaged Pretzels: By Presence/Absence of Children in the Household, 2008-2017 (percent)
  • Chips
    • Figure 8-7: Cheetos
    • Figure 8-8: Usage Rates for Salty Chips Other Than Potato: By Presence/Absence of Children in Household, 2008-2017 (percent)
  • Popcorn products
    • Figure 8-9: Angie's Boomchickapop
    • Figure 8-10: Usage Rates for Popcorn Products: By Presence/Absence of Children in Household, 2008- 2017 (percent)

CHAPTER 9: SWEET SNACKS

KEY POINTS

TREAT APPEAL SUPPORTS SWEET SNACKING

  • Nearly two-thirds often snack between meals
    • Table 9-1: Selected Attitudes Toward Snacking and Sweets: Households Overall vs. Households With or Without Children, 2017

HOME SWEET SNACK HOME

  • Cookies and kids just go together
    • Figure 9-1: Pure Growth Organic
    • Table 9-2: Usage Rates for Selected Sweet Snack Product Types Purchased at Higher Rates by Households with Children, 2017 (number and percent)
  • Families significantly over-index in use of fruit snacks
    • Figure 9-2: Welch's Fruit Snacks with Fruit as 1st Ingredient
    • Table 9-3: Usage Indexes for Selected Sweet Snack Product Types Purchased at Higher Rates by Households with Children: By Number of Children in Household, 2017

USAGE TRENDS FOR SELECTED SWEET SNACK CATEGORIES

  • Cookies
    • Figure 9-3: Oreo Thins
    • Figure 9-4: Usage Rates for Packaged Cookies: By Presence/Absence of Children in Household, 2008- 2017 (percent)
  • Snack cakes
    • Figure 9-5: Hostess Scary Cakes
    • Figure 9-6: Little Debbie S'Mores Cake Rolls
    • Figure 9-7: Usage Rates for Packaged Snack Cakes: By Presence/Absence of Children in Household, 2008-2017 (percent)

CHAPTER 10: PRODUCE

KEY POINTS

HEALTHY SNACKING ROOTED IN PRODUCE DEPARTMENT

  • Fresh cut and single-serve
    • Table 10-1: Selected Attitudes Toward Healthier Foods and Meal Preparation: Households Overall vs. Households With or Without Children, 2017

HOUSEHOLD PENETRATION FOR PRODUCE PRODUCTS

  • Eat your fruits and veggies
    • Figure 10-1: Crunch Pak Apple Rings
    • Figure 10-2: BuddyFruits Fruit Tubes
    • Table 10-2: Usage Rates for Selected Produce Product Types Purchased at Higher Rates by Households with Children, 2017 (number and percent)
  • Families skew higher in use of canned/jarred fruit
    • Figure 10-3: Slammers Superfood Snack
    • Figure 10-4: GoGo Squeez Fruit & Veggiez
    • Table 10-3: Usage Indexes for Selected Produce Product Types Purchased at Higher Rates by Households with Children: By Number of Children in Household, 2017

USAGE TRENDS FOR SELECTED VEGETABLE AND FRUIT CATEGORIES

  • Fresh produce
  • Figure 10-5: Veggie Noodle Spirals
  • Canned/jarred fruit
    • Figure 10-6: Fruit Refreshers Mandarin Oranges in Slightly Sweetened Coconut Water
    • Figure 10-7: Usage Rates for Canned/Jarred Fruit: By Presence/Absence of Children in Household, 2008-2017 (percent)
  • Canned/jarred veggies
    • Figure 10-8: Green Giant “Time to Swap in Veggies”
    • Figure 10-9: Usage Rates for Canned/Jarred Vegetables: By Presence/Absence of Children in the Household, 2008-2017 (percent)

CHAPTER 11: BEVERAGES

KEY POINTS

KID-FRIENDLY LIQUIDS AND POWDERS

  • Juice as quintessential kids' beverage
    • Figure 11-1: Capri Sun with All Natural Ingredients, No Added Sugar
    • Table 11-1: Usage Rates for Selected Beverage Product Types Purchased at Higher Rates by Households with Children, 2017 (number and percent)
  • Families significantly over-index in use of powdered soft drinks
    • Figure 11-2: Welch's Stur Organic
    • Table 11-2: Usage Indexes for Selected Beverage Product Types Purchased at Higher Rates by Households with Children: By Number of Children in Household, 2017

USAGE TRENDS FOR SELECTED KID-FRIENDLY BEVERAGE CATEGORIES

  • Powdered soft drinks
    • Figure 11-3: Mio Vitamins
    • Figure 11-4: Usage Rates for Powdered Soft Drinks: By Presence/Absence of Children in the Household, 2008-2017 (percent)
  • Fruit juice/drinks
    • Figure 11-5: Juicy Juice Splashers with Half the Sugar
    • Figure 11-6: Usage Rates for Fruit Juices/Drinks Other Than Orange: By Presence/Absence of Children in the Household, 2008-2017 (percent)
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