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MARKET REPORT DETAIL

Kids' Snacking - UK

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Kids
Published Date: Jan, 2013
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No of Pages: 139
 
 
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  • Abstract
  • Table of Contents

Three in ten kids say that they like to try new flavours of snacks. Opportunities therefore exist for brands to capture the attention of a sizeable minority of children through innovation on flavour, these end users now influencing the snack choice of half of parents. One way that brands could further engage this group is through collaborating with them online; offering parents or kids the opportunity to propose ideas on flavour innovation or to comment on existing NPD.

– Amy Price, Senior Food & Drink Analyst

Some questions answered in this report include:

What health messages appeal most to parents?
How can brands leverage crowdsourcing to drive engagement?
Is there potential for kids’ snacks to tap into the satiety trend?
How can brands appeal to both parents and kids?

Introduction
Definition
Abbreviations

Executive Summary
Market factors
Parents remain under financial pressure
Health remains an issue
Companies, brands and innovation
Petits Filous dominates adspend for kids’ snacks
Figure 1: Advertising expenditure of top 5 brands among 10 selected kids’ snacking brands, 2008-12*
The consumer
Purchasing of snacks is almost universal
Figure 2: Types of snacks bought by parents for children, October 2012
Figure 3: Types of snacks eaten by children between meals, October 2012
Figure 4: Types of snacks bought by children, October 2012
Parents look for health cues when considering snacks for their child
Figure 5: Factors influencing parents’ choice of snacks for children, October 2012
Figure 6: Agreement with statements on child’s snacking habits, October 2012
Majority of kids spend less than £5 a week
Figure 7: Amount spent on snacks in a typical week, October 2012
Majority snack while watching TV/playing on the computer
Figure 8: Agreement with statements on snacking, October 2012
What we think

Issues in the Market
What health messages appeal most to parents?
How can brands leverage crowdsourcing to drive engagement?
Is there potential for kids’ snacks to tap into the satiety trend?
How can brands appeal to both parents and kids?

Trend Application
Sense of the Intense
Life Hacking
2015 Trend: Access Anything, Anywhere

Market Drivers
Key points
Children’s obesity levels remain high
Figure 9: Proportion of children in England aged 2-15 who are overweight or obese, 2001-10
Parents’ attitudes towards junk food relax
Figure 10: Agreement with selected lifestyle statements, 2008-12
Only one in five children hit their 5-a-day target
Figure 11: Fruit and vegetable consumption among children aged 5-15, by portion, 2005-10
Participation in sporting activities
The standards for snacks provided in schools
The standards
HFSS food returns to some schools as more gain academy status
Demographic changes will affect the market
Growth in 5-14s will drive the market
Figure 12: Trends in the age structure of the UK population, 2007-12 and 2012-17

Strengths and Weaknesses
Strengths
Weaknesses

Who’s Innovating?
Key points
Definition
Confectionery continues to dominate new snack launches
Figure 13: Share of new product launches in the kids’ snacking market, by top 5 categories, 2008-12*
Figure 14: Share of new product launches the in kids’ snacking market, by top 10 sub-categories, 2008-12*
Tesco leads the way in own-label NPD
Figure 15: New product launches in the kids’ snacking market: own-label vs. brand, 2008-12*
Catering to health concerns
Figure 16: New product launches in the kids’ snacking market, by selected health claims, 2008-12
Brands explore ways to boost appeal of healthier snacks to children
Cheese brands launch kids’ snacking ranges
Potential for popcorn to be positioned as a healthier snack for kids
Focus on environmentally friendly packaging increases since 2008
Figure 17: New product launches in the kids’ snacking market: environmentally friendly packaging, 2008-12

Companies and Products
Haribo
Ferrero Group Kinder
Walkers (PepsiCo)
United Biscuits
Yoplait
Kraft Foods/Mondelēz International
Cheese snacks
Bel UK
Kerry Group – Cheestrings
Dairy Crest – Chedds

Brand Communication and Promotion
Key points
Definition
Yoplait’s Petits Filous dominates kids’ snacking expenditure
Figure 18: Advertising expenditure on ten selected kids’ snacking brands (sorted by total spend over five years), 2008-12
Looking to other channels as a means of advertising support

Consumer – Snacks Bought by Parents
Key points
Purchasing of snacks is almost universal
Figure 19: Types of snacks bought by parents for children, October 2012
Parents are more likely to purchase snacks for their sons…
Figure 20: Types of snacks bought by parents, by child’s gender, October 2012
… while women are more likely to buy snacks than men
Figure 21: Types of snacks bought by parents, by parent’s gender, October 2012
Majority of parents buy more than seven types of snacks
Figure 22: Repertoire of types of snacks bought by parents, October 2012

Consumer – Factors Influencing Parents’ Choice of Snacks
Key points
Parents look for health cues when considering snacks for their child
Figure 23: Factors influencing parents’ choice of kids’ snacks, October 2012
Reductions in sugar/salt are deemed more important than removing artificial ‘nasties’
Added benefits appeal to minority of parents
Figure 24: Selected factors influencing choice of snacks, by child’s age, October 2012
Figure 25: Parents buying cereal/snack bars, by factors influencing choice of snacks (average=100), October 2012

Consumer – Parents’ Attitudes Towards Kids’ Snacking
Key points
Healthier snacks are the priority for parents
Figure 26: Agreement with statements on child’s snacking habits, October 2012
Sizeable minority look for snacks with no ‘nasties’
Almost half of parents bow to child’s preferences…
Figure 27: Agreement with statements on child’s snacking habits, by financial situation, October 2012
… while confusion affects almost three in ten
Figure 28: Index of agreement with the statements ‘It’s hard to know if a snack is good for my child’ and ‘I would like more guidance on which snacks are healthy for my child’, by parent’s age, socio-economic group and annual household income (average =100), October 2012

Consumer – Snacks Eaten by Kids
Key points
Fresh fruit is the most typical snack
Figure 29: Types of snacks eaten between meals, October 2012
Figure 30: Most popular types of snacks eaten between meals, by gender, October 2012
Older children prefer more portable snacks
The majority of kids eat less than five snacks
Figure 31: Repertoire of types of snacks eaten between meals, October 2012

Consumer – Snacks Bought by Kids
Key points
Chocolate is the preferred snack for kids to buy
Figure 32: Types of snacks bought by children, October 2012
Older kids and kids living in urban locations buy more snacks
Figure 33: Most popular types of snacks bought by children, by child’s age, October 2012
Kids’ snack purchasing habits differ from their parents’
Figure 34: Types of snacks bought by children vs snacks eaten between meals by children vs snacks bought by parents, October 2012
A third of kids buy two or more types of snacks
Figure 35: Repertoire of types of snacks bought, October 2012

Consumer – Amount Kids Spend on Snacks
Key points
Majority of kids spend less than £5 a week on snacks
Figure 36: Amount spent by kids on snacks in a typical week, October 2012
Boys and children in more affluent households spend more
Figure 37: Amount spent on snacks in a typical week, by child’s gender, October 2012
Figure 38: Amount spent on snacks in a typical week by children, by parents’ socio-economic groups and current financial situation, October 2012
Higher spending power among teenagers
Figure 39: Amount of monthly pocket money for boys and girls, April 2012

Consumer – Frequency of Snacking, by Kids
Key points
Almost nine in ten kids who snack, snack ‘at least once a day’
Figure 40: Children’s frequency of snacking, October 2012
Girls snack less frequently than boys
Figure 41: Frequency of snacking, by child’s gender, October 2012

Consumer – Kids’ Attitudes Towards Snacking
Key points
Majority snack while watching TV/playing on the computer
Figure 42: Children’s agreement with statements on snacking, October 2012
Hunger is another key driver
NPD on flavour would appeal to three in ten kids
Figure 43: Agreement with the statement ‘I like to try new flavours of snacks’, by child’s age, October 2012
Girls and 11-15-year-olds snack when with friends and bored
Figure 44: Agreement with the statements ‘I snack with my friends (eg when having a sleepover)’ and ‘I snack when I’m bored’, by child’s gender and child’s age, October 2012

Appendix – Market Drivers
Figure 45: Children’s overweight and obesity prevalence in the UK, 2001-10
Figure 46: Children’s fruit and vegetable consumption, 2001-10
Figure 47: Amount of monthly pocket money for boys and girls, April 2012
Figure 48: Forecast adult population trends, by socio-economic group, 2007-17
Figure 49: Forecast adult population trends, by lifestage, 2007-17

Appendix – Brand Communication and Promotion
Figure 50: Broadband penetration, by demographics, 2004-11

Appendix – Consumer – Snacks Bought by Parents
Figure 51: Most popular types of snacks bought by parents, by demographics, October 2012
Figure 52: Next most popular types of snacks bought by parents, by demographics, October 2012
Figure 53: Other types of snacks bought by parents, by demographics, October 2012
Figure 54: Repertoire for types of snacks bought by parents, by demographics, October 2012

Appendix – Factors Influencing Parents’ Choice of Snacks
Figure 55: Most popular factors influencing parents’ choice of snacks, by demographics, October 2012
Figure 56: Next most popular factors influencing parents’ choice of snacks, by demographics, October 2012

Appendix – Parents’ Attitudes to Kids’ Snacking
Figure 57: Most popular statements on child’s snacking habits, by demographics, October 2012
Figure 58: Next most popular statements on child’s snacking habits, by demographics, October 2012

Appendix – Consumer – Snacks Eaten by Kids
Figure 59: Most popular types of snacks eaten by children between meals, by demographics, October 2012
Figure 60: Next most popular types of snacks eaten by children between meals, by demographics, October 2012
Figure 61: Other types of snacks eaten by children between meals, by demographics, October 2012
Figure 62: Repertoire of types of snacks eaten by children between meals, by demographics, October 2012

Appendix – Consumer – Snacks Bought by Kids
Figure 63: Types of snacks bought by children, by demographics, October 2012
Figure 64: Repertoire for types of snacks bought by children, by demographics, October 2012

Appendix – Consumer – Amount Kids Spend on Snacks
Figure 65: Amount spent by children on snacks in a typical week, by demographics, October 2012

Appendix – Consumer – Frequency of Snacking by Kids
Figure 66: Frequency of snacking, by demographics, October 2012

Appendix – Consumer – Kids’ Attitudes Towards Snacking
Figure 67: Most popular statements on snacking, by demographics, October 2012
Figure 68: Next most popular statements on snacking, by demographics, October 2012

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