Kids Nutrition: New Perspectives and Opportunities

Introduction

Datamonitor calculates that over a third of children are obese or overweight in Europe and the Americas, making these regions the worst in the world for kids' obesity levels. While kids' obesity levels are less severe in Asia Pacific and the MEA, levels in these countries are growing year on year. This report looks at the opportunities and challenges this presents to food and drinks manufacturers.

Scope

*Detailed insights & analysis identifying the major challenges and opportunities confronting the food/beverage industry in the area of kids' products

*Comprehensive data on the extent of childhood obesity and the market opportunity for kids' food and drink across global regions

*Strategic conclusions and actionable recommendations based on the trends and insights uncovered in the report

*Covers: France, Germany, Italy, NL, Russia, Spain, Sweden, UK, US, Canada, Brazil, Australia, Japan, ROK, China, India, KSA, UAE, S Africa

Highlights

The availability and diversity of kids' food and drinks has never been higher, with a continuous supply of new products launched in many regions around the world, not just in traditional commercial hotspots such as the US, but increasingly in traditionally less developed countries.

With prosperity increasing globally, there has been an increased propensity for kids to over indulge, leading to the numbers of overweight children rising alarmingly. Obesity can lead to other ailments (e.g Diabetes), meaning companies are being encouraged to launch nutritiously balanced, healthier products.

Datamonitor's analysis of the size of the problem of overweight and obese children shows that while the size of the problem is largest in traditionally well developed countries such as the US, year on year growth is highest in key high growth markets such as India, in proportion to rising prosperity.

Reasons to Purchase

*Understand the attitudes driving the consumption behavior of 5-13 year olds and their parents

*Obtain exclusive food and beverage consumption and obesity data for kids in Europe, Asia-Pacific, America and MENA regions

*Find inspiration from innovative 'on-trend' products embracing opportunities in kids' nutrition


Report Highlights
The availability and diversity of kids' food and drinks has never been higher, with a continuous supply of new products launched in many regions around the world, not just in traditional commercial hotspots such as the US, but increasingly in traditionally less developed countries.

With prosperity increasing globally, there has been an increased propensity for kids to over indulge, leading to the numbers of overweight children rising alarmingly. Obesity can lead to other ailments (e.g Diabetes), meaning companies are being encouraged to launch nutritiously balanced, healthier products.

Datamonitor's analysis of the size of the problem of overweight and obese children shows that while the size of the problem is largest in traditionally well developed countries such as the US, year on year growth is highest in key high growth markets such as India, in proportion to rising prosperity.
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Datamonitor View 1
CATALYST 1
SUMMARY 1
Table of Contents 2
Table of figures 3
THE FUTURE DECODED 4
INTRODUCTION: Increasing concerns over the kids' obesity crisis are prompting food and drink players to act 4
TREND: Childhood obesity is a major problem impacting kids' health 5
Obesity is becoming a more common problem among children around the world, although is not consistently defined 6
The US and Europe have the largest kids' obesity problem globally 6
Obesity can cause or contribute to a variety of health conditions in children with consequences for later life 9
Takeouts and implications: governments, consumers, and the CPG industry will increasingly need to tackle childhood obesity heads on 10
TREND: Increasingly sedentary lifestyles are fueling the childhood obesity epidemic 11
An over-reliance on the car for transport and sofa-bound entertainment activities are making kids less active 11
Governments are aiming to get kids active by implementing programs that encourage exercise 12
Takeouts and implications: changing kids' sedentary lifestyles will be hard, but a change that CPG players can participate in encouraging 13
TREND: Food and drink marketing has had to become more reflective of parents' obesity concerns for their kids 14
Children's food advertising is being reviewed in many countries, following parental concern 17
There are a plethora of marketing campaigns aimed at encouraging healthier kids' lifestyles 18
Takeouts and implications: the food and drink industry has responded positively to public concerns over children's food, but must continue to review its marketing policies 19
INSIGHT: Children consume high proportions of indulgent food and drink products 20
Snackable foodstuffs are popular with kids despite efforts to limit consumption 20
Bakery & cereals are most popular among kids in Europe and the Middle East 22
Confectionery's high value in some nations highlights its status as an everyday treat item for kids 23
Dairy food is under consumed by kids in the majority of BRIC nations 24
Ice cream is comparable to savory snacks in its share of overall category sales 25
Ready meals have yet to make a mark on growing economies 26
Children in the UK and Australia have a high regard for savory snacks 27
Children have a strong liking for carbonated drinks, but healthier sectors are gaining traction 28
Bottled water consumption among kids is small in many regions 29
Kids' high consumption of carbonated beverages is a worrying predicament for health bodies and parents 30
The UK has the strongest concentrates market due to its appeal here as a cost effective kids' beverage 32
BRIC nations have yet to develop significant juice markets for kids 33
Takeouts and implications: there are opportunities to grow healthier sectors of food and drink that will appeal to kids 34
INSIGHT: Children's diets often fail to satisfy basic nutritional requirements 35
Poor kids' nutrition can lead to deficiencies in important nutrients, as well as obesity 35
Health organizations are attempting to boost fruit and vegetable consumption among kids to improve their diets 36
Breakfast is perceived to be an important meal in encouraging children's healthy eating habits 37
Takeouts and implications: there remain opportunities to develop child focused functional foods and supplements 38
INSIGHT: Parents often struggle to maintain a healthy diet for their kids 38
Parents often show concern and a willingness to take action over their kids' diets 39
Parents are seeking simple nutritional information on food and drinks to help them make healthy choices 43
Many consumers wish to limit the amount of processed foods their families consume 46
Over optimistic parents can be in denial over their kids' weight issues 48
Pester power has been cited as a key reason parents allow their children to eat unhealthy foods 49
Parents often fail to realize the extent of brand awareness among their children 50
Peer pressure is another strong influencing factor in kids' consumption 52
Children have conservative eating habits, further making it difficult to pry them away from preferred foods 53
Takeouts and implications: food and drink manufacturers should act on the nutritional concerns of parents and help make the task of raising healthiness easier 53
INSIGHT: Manufacturers are attempting to make kids' food and drinks healthier through a range of novel methods 54
Functional foods are gaining appeal in a variety of kids' sectors 54
Brain food has been increasingly marketed as aiding concentration and mental performance in kids 58
Energizing kids' foods have been more popular with marketers than drinks 59
Probiotic food and drinks that are specially made for kids are still a niche area 61
Organic and natural kids' foods are gaining appeal with parents 62
Manufacturers are attempting to boost the healthiness of their kids' foods by developing products with a high fruit content 67
"Hidden" vegetables are gaining appeal in packaged foods as a means of encouraging kids to eat more greens 68
Parents are looking for better-for-you products in order to instill better dietary habits in their children 69
Simple, wholesome products are preferred by parents over trendy nutritional ingredients 69
Portion control via 100 calorie packs are becoming popular in kids' foods 69
Sugar free and low fat treats are increasingly being targeted at kids 70
Takeouts and implications: make kids' nutrition simple and easy to understand for parents 71
ACTION POINTS 72
ACTION: Design 'better for you' products that are appealing to kids' senses 72
Make products look fun 72
Consider licensing cartoon characters on healthy products 73
Use teen focused branding to capture KGOY kids 73
ACTION: Capitalize on the fact that parents are more likely to purchase functional foods for their kids than themselves 74
Calcium fortified products benefit from its long association with kids' bone and teeth development 75
Vitamin C enhanced food and drinks can be marketed as aids to address kids' fruit & veg shortfalls 75
Wholegrains are touted as being good for kids' digestive health 76
ACTION: Produce healthier snacks by eliminating bad-for-you ingredients 76
Trans fats are prominent in snacks but are perceived unhealthy 77
High fructose corn syrup consumption can increase the chances of gaining weight 77
ACTION: Undertake responsible marketing that encourages collaborative purchase decisions between parents and kids 78
Kellogg's received criticism for marketing Coco Pops as an ideal snack 78
PepsiCo and General Mills have both developed responsible marketing policies 79
Encourage kids to make healthy food choices without parental influence 81
ACTION: Address education needs with healthy eating information and activities 81
Design products that encourage kids' home cooking 81
Become involved in events that encourage kids' cooking 82
APPENDIX 84
Additional data 84
Definitions 94
Methodology 94
References and further reading 95
Ask the analyst 96
Datamonitor consulting 96
Disclaimer 96
List of Figures
Figure 1: Datamonitor defines Kids as consisting of Children aged 5-9 years old and Tweens aged 10-13 years old 4
Figure 2: There are a variety of drivers and inhibitors to enhancing kids nutrition 5
Figure 3: Obese and overweight children (5-13 year olds) by country (% and millions), 2004-14 8
Figure 4: The UK's Walk to School campaign is one way in which governments have attempted to boost exercise among the young 13
Figure 5: The global media is becoming increasingly interested in child obesity issues 14
Figure 6: Russians have the most trust in Europe for brands aimed at children 15
Figure 7: Brazilians have higher trust than US consumers in brands aimed at kids 16
Figure 8: Indians have the most trust in Asia Pacific in child aimed brands 16
Figure 9: Kids (aged 5-13) per capita consumption ($) in selected food categories, Europe, Asia Pacific, MEA and the Americas*, 2009 21
Figure 10: Bakery & cereals market value ($ millions), 5-13 year olds, Europe, Asia Pacific, MEA and the Americas, 2004-2014 22
Figure 11: Confectionery market value ($ millions), 5-13 year olds, Europe, Asia Pacific, MEA and the Americas, 2004-2014 23
Figure 12: Dairy market value, ($ millions), 5-13 year olds, Europe, Asia Pacific, MEA and the Americas, 2004-2014 24
Figure 13: Ice Cream market value, ($ millions), 5-13 year olds, Europe, Asia Pacific, MEA and the Americas, 2004-2014 25
Figure 14: Ready Meals market value, ($ millions), 5-13 year olds, Europe, Asia Pacific, MEA and the Americas, 2004-2014 26
Figure 15: Savory Snacks market value, (US$ million), 5-13 year olds, Europe, Asia Pacific, MEA and the Americas, 2004-2014 27
Figure 16: Kids (aged 5-13) per capita consumption ($) in selected drinks categories, Europe, Asia Pacific, MEA and the Americas*, 2009 28
Figure 17: Bottled water market value, ($ millions), 5-13 year olds, Europe, Asia Pacific, MEA and the Americas, 2004-2014 29
Figure 18: Carbonate consumption is declining among children in the UK 30
Figure 19: Carbonates market value, ($ millions), 5-13 year olds, Europe, Asia Pacific, MEA and the Americas, 2004-2014 31
Figure 20: Concentrates market value, ($ millions), 5-13 year olds, Europe, Asia Pacific, MEA and the Americas, 2004-2014 32
Figure 21: Juices market value, ($ millions), 5-13 year olds, Europe, Asia Pacific, MEA and the Americas, 2004-2014 34
Figure 22: French parents have a high concern for eating healthily 41
Figure 23: Brazilian parents have a higher concern than average over healthy eating 41
Figure 24: Indian parents are more conscious of healthy eating than elsewhere in Asia Pacific 42
Figure 25: A high proportion of UAE parents are actively seeking to eat healthily 42
Figure 26: Dutch consumers have a lower interest in food labeling than other European nations 44
Figure 27: Brazilians have a higher regard for nutritional labeling than the global average 44
Figure 28: The Japanese are less concerned about nutritional labeling than the rest of Asia-Pacific 45
Figure 29: People with kids in the UAE are significantly more likely to use nutritional labeling 45
Figure 30: Spanish consumers with kids are more inclined to limit processed food consumption than the general population 46
Figure 31: US parents are more occasionally inclined to limit their families' processed food intake compared to their global peers 47
Figure 32: Indians have a strong desire to limit their processed food intake 47
Figure 33: Around half of UAE consumers show an inclination to reduce processed food intake 48
Figure 34: The number of brands correctly identified by children when prompted and unprompted, by class 51
Figure 35: Dutch parents are the least likely in Europe to consider buying functional food and drinks 56
Figure 36: Brazilians are on the whole more interested in functional foods than US consumers 56
Figure 37: Parents in MENA are more inclined than other regions to buy functional foods 57
Figure 38: Japanese parents are less likely to buy functional products than others in Asia Pacific 57
Figure 39: Brain food and drinks designed for children are rising in popularity 58
Figure 40: Brain food and drinks designed for kids are increasingly launched around the world 59
Figure 41: Kids' food launches that tout their energizing properties have settled to more modest launch numbers 60
Figure 42: A selection of energy drinks and energizing foods launched around the world and targeted at kids 61
Figure 43: Global probiotic and prebiotic product launches peaked in 2006 62
Figure 44: A selection of recent launches of probiotic food and drinks designed for child consumption 62
Figure 45: A high proportion of US families buy organics at least occasionally 63
Figure 46: Organic kids food and drink launches reached a peak in 2007 64
Figure 47: Organic products have been launched across categories 64
Figure 48: Russian consumers both with and without children have a high interest in organics 65
Figure 49: Over half of Brazilian parents state they are influenced by organics 66
Figure 50: Japanese consumers both with and without kids show little interest in organics 66
Figure 51: There is a slight difference between the perceived influence of organics among UAE parents and non-parents 67
Figure 52: Kids' foods with a high fruit content could appeal to children and adults 68
Figure 53: Making vegetables less conspicuous in foods has been utilized as a strategy by some manufacturers 69
Figure 54: 100 calorie packs are increasingly popular in kids' food and drinks 70
Figure 55: Sugar free confectionery appeal to kids with bright packaging 70
Figure 56: Savory snacks with a low fat content often use on-pack cartoons to appeal to kids 71
Figure 57: Healthy products can look fun and appeal to children through bright labels and cartoon imagery 72
Figure 58: Carrefour aims to appeal to kids with its Disney licensed healthy product range 73
Figure 59: High School Musical appeals to tweens keen to emulate high school students 74
Figure 60: Leading categories for global kids' food and drinks launches that have a high calcium content, April 2008-2010 75
Figure 61: Leading categories for global kids' food and drinks launches that have a high vitamin C content, April 2008-2010 76
Figure 62: Leading categories for global kids' food and drinks launches that have a high wholegrain content, April 2008-2010 76
Figure 63: Trans fat free kids' snacks are increasingly available 77
Figure 64: Products with no high fructose corn syrup are increasingly popular in kids' snacking categories 78
Figure 65: Marketers face added scrutiny and the risk of public reprimand for overreaching in their snacking claims 79
Figure 66: PepsiCo's responsible marketing policy is set out on its website 80
Figure 67: General Mills' website outlines its responsible kids' marketing policies 80
Figure 68: Old El Paso's meal kits promote a fun approach to cooking 81
Figure 69: Children are encouraged to bake in the kitchen with cake mixes that contain healthier ingredients 82
Figure 70: Developing kids' cooking magazines can help children gain interest in the kitchen 83
Figure 71: Kids (aged 5-13) per capita consumption in selected drinks categories by country, Europe, 2009 84
Figure 72: Kids (aged 5-13) per capita consumption in selected drinks categories by country, Americas, 2009 85
Figure 73: Kids (aged 5-13) per capita consumption in selected drinks categories by country, Asia-Pacific, 2009 86
Figure 74: Kids (aged 5-13) per capita consumption in selected drinks categories by country, MEA, 2009 87
Figure 75: Kids (aged 5-13) per capita consumption in selected food categories by country, Europe, 2009 88
Figure 76: Kids (aged 5-13) per capita consumption in selected food categories by country, Europe, 2009 89
Figure 77: Kids (aged 5-13) per capita consumption in selected food categories by country, Americas, 2009 90
Figure 78: Kids (aged 5-13) per capita consumption in selected food categories by country, Americas, 2009 90
Figure 79: Kids (aged 5-13) per capita consumption in selected food categories by country, Asia-Pacific, 2009 91
Figure 80: Kids (aged 5-13) per capita consumption in selected food categories by country, Asia-Pacific, 2009 92
Figure 81: Kids (aged 5-13) per capita consumption in selected food categories by country, MEA, 2009 92
Figure 82: Kids (aged 5-13) per capita consumption in selected food categories by country, MEA, 2009 93

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