Kids' Snacking - UK
Report description
- Chris Wisson, Senior Food Analyst
Some questions answered in this report include:
How can fruit and vegetables win share in Kids' snacking?
Can healthy snacks drive engagement among children through ambassadors?
Should brands be trying to target their snacks more specifically by age?
What threat does the current economic situation pose to kids' snacking?
Table of contents
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Kids’ annual spending on snacks for themselves, by category, October 2011
Market factors
Increase in the numbers of 5-9-year-olds forecast by 2016
Advertising restrictions having some effect
Kids spend a fifth of their income on food
Growth expected in healthy snacking
Rising sugar prices may price kids out of purchase
Innovation and advertising
NPD driven by confectionery
Figure 2: Share of NPD launches in kids’ snacking, by category, 2008-11
Brands look to make their snacks healthier
Figure 3: Most common claims in NPD in kids’ snacking, 2008-11
Petits Filous the only child-oriented brand to compete with the confectionery giants
The consumer
Most children snack daily and on many types of foods
Figure 4: Usage of snacks, by type, October 2011
Figure 5: Attitudes towards snacks, October 2011
Children snack most often in front of a screen
Figure 6: Usage of snacks, by occasion, October 2011
What we think
ISSUES IN THE MARKET
How can fruit and vegetables win share in Kids’ snacking?
Can healthy snacks drive engagement among children through ambassadors?
Should brands be trying to target their snacks more specifically by age?
What threat does the current economic situation pose to kids’ snacking?
FUTURE OPPORTUNITIES
Guiding Choice
A Simple Balance for Health
INTERNAL MARKET ENVIRONMENT
Key points
A third of kids still overweight despite a fall in child obesity
Figure 7: Children’s overweight and obesity prevalence, 1995-2009
Tighter restrictions reducing kids’ exposure to advertising
Improvements made in healthy snacking and lunches in schools
More kids are getting their 5-a-day
Figure 8: Children’s fruit and vegetable consumption, 2004-09
BROADER MARKET ENVIRONMENT
Key points
UK’s population of children set to rise
Figure 9: Trends and projections in the age structure of the UK children’s population, 2008-16
Households with children hit hardest by the recession
Figure 10: Current financial situation compared with a year ago, October 2011
Children’s pocket money remains buoyant…
…with food the most popular category for kids to spend their money on
Rising raw material costs put pressure on margins
COMPETITIVE CONTEXT
Key points
Savings the most popular category for kids’ spending
Figure 11: How children spend their money in a typical month, October 2011
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Definition
Unhealthy snacks still prevalent in NPD
Figure 12: Share of new launches in kids’ snacking, by category, 2008-11
Seasonal chocolate dominates but high number of fruit snacks launched
Figure 13: Share of NPD launches in kids’ snacking, by sub-category, 2008-11
Own-label innovation makes large strides forward
Figure 14: New product launches: own-label vs. brands, 2008-11
Tesco leads the way for NPD
NPD continues to explore healthier snacks for kids
Figure 15: Most common claims in NPD in kids’ snacking, 2008-11
Key themes
New launches highlighting suitability for lunchboxes
The rise of the fruit snack
Indulgent treats look to become healthier
Tesco launches Goodness range for healthier kids snacks
Brands look to bright and fun packaging
Cheese manufacturers look for space in lunchboxes
MARKET SIZE AND SEGMENTATION
Key points
Children spend half of their money on treats, but a fifth is spent on fruit
Figure 16: Average kids’ annual spending on snacks for themselves, October 2011
Figure 17: Kids’ annual spending on snacks for themselves, by category, October 2011
Parents prioritise health but also often find room for treats
Figure 18: Snack products purchased most commonly by parents for their children, October 2011
Fruit, seeds and nuts
Figure 19: Proportion of parents buying fruit, nuts and seeds for their children, by price bracket, October
2011
Other ‘healthier’ snacks
Figure 20: Proportion of parents buying selected healthy snacks for their children, by price bracket,
October 2011
Indulgent ‘treat’ snacks
Figure 21: Proportion of parents buying selected treat snacks for their children, by price bracket, October
2011
COMPANIES AND PRODUCTS
Bel UK
Haribo
Benjoy
Ferrero Group
United Biscuits
Walkers
Yoplait
Kraft Foods
BRAND COMMUNICATION AND PROMOTION
Key points
Definition
Chocolate confectionery dominates snacking advertising
Figure 22: Advertising expenditure on snacking brands, top ten by spend, 2007-11
TV remains the medium of choice
Figure 23: Overall advertising expenditure on snacking brands, by media type, 2007-11
TV also dominates kids’ snacking adspend
Figure 24: Advertising expenditure on kids’ snacking brands, top ten by adspend and others mentioned in
this report, 2007-11
CONSUMER - USAGE OF SNACKS BY TYPE
Key points
Indulgent snacks dominate, but healthy options making progress
Figure 25: Usage of snacks, by type, October 2011
Boys likely to have the broadest snacking repertoires
Figure 26: Repertoire of usage of snacks by type, October 2011
More than half of children snack regularly throughout the day
Figure 27: Frequency of snacking, October 2011
Kids continue to look for indulgence when free to choose
Figure 28: Snacks purchased for self, October 2011
CONSUMER - USAGE OF SNACKS BY OCCASION
Key points
Over half of children snack while watching the TV/on the computer
Figure 29: Usage of snacks, by occasion, October 2011
Girls more likely to eat snacks across a broad repertoire
Figure 30: Repertoire of occasions for snacking, October 2011
CONSUMER - ATTITUDES TOWARDS SNACKS
Key points
Taste is all-important to kids
Figure 31: Attitudes towards snacks, October 2011
Two thirds of parents trying to balance health with occasional treats
CONSUMER - TARGET GROUPS
Key points
Three target groups
Figure 32: Target groups, October 2011
Functionals (50%)
Emotionals (32%)
Indulgents (18%)
APPENDIX - INTERNAL MARKET ENVIRONMENT
Figure 33: Children's overweight and obesity prevalence - 2-15s, 1995-2000
Figure 34: Children's overweight and obesity prevalence - 2-15s, 2001-09
Figure 35: Children's fruit and vegetable consumption, 2004-09
Figure 36: Type of lunch children eat most frequently during lunchtime at school, August 2010
APPENDIX - BROADER MARKET ENVIRONMENT
Figure 37: Trends in the impact of the economic downturn on consumers, January 2009-October 2011
Figure 38: Who buys a selected range of food and drink, 2010
APPENDIX - COMPETITIVE CONTEXT
Figure 39: Examples of how Hello Kitty has tied in with snacks from across Europe
Figure 40: Monthly spending by activity, by demographics, October 2011
APPENDIX - MARKET SIZE AND SEGMENTATION
Figure 41: Proportion of parents buying snacks for their children, by snack and amount spent per unit of
snacks, October 2011
APPENDIX - CONSUMER - USAGE OF SNACKS BY TYPE
Figure 42: Usage of snacks, by type, October 2011
Figure 43: Usage of snacks by type, by demographics, October 2011
Figure 44: Usage of snacks by type, by demographics, October 2011 (continued)
Figure 45: Repertoire of usage of snacks, by type, October 2011
Figure 46: Repertoire of usage of snacks by type, by demographics, October 2011
Figure 47: Frequency of snacking, October 2011
Figure 48: Frequency of snacking, by demographics, October 2011
Figure 49: Snacks purchased for self, October 2011
Figure 50: Snacks purchased for self, by demographics, October 2011
APPENDIX - CONSUMER - USAGE OF SNACKS BY OCCASION
Figure 51: Usage of snacks, by occasion, October 2011
Figure 52: Usage of snacks by occasion, by demographics, October 2011
Figure 53: Usage of snacks by occasion, by demographics, October 2011 (continued)
Figure 54: Usage of snacks by occasion, by frequency of snacking, October 2011
Figure 55: Repertoire of usage of snacks, by occasion, October 2011
Figure 56: Repertoire of usage of snacks by occasion, by demographics, October 2011
Figure 57: Where children eat/drink a selected range of food, selected locations, by percentage, 2010
APPENDIX - CONSUMER - ATTITUDES TOWARDS SNACKS
Figure 58: Most important considerations in snacks, by top three selected, October 2011
Figure 59: Most important considerations in snacks, by top three selected, by demographics,
October 2011
Figure 60: Most important considerations in snacks, by top three selected, by frequency of snacking,
October 2011
Figure 61: Attitudes towards snacks, by type, October 2011
Figure 62: Attitudes towards snacks, by type, October 2011 (continued)
Figure 63: Parents’ attitudes towards children’s eating habits, by percentage, January 2011
APPENDIX - CONSUMER - TARGET GROUPS
Figure 64: Target groups, by demographics, October 2011
Figure 65: Usage of snacks by type, by target groups, October 2011
Figure 66: Frequency of snacking, by target groups, October 2011
Figure 67: Snacks purchased for self, by target groups, October 2011
Figure 68: Usage of snacks by occasion, by target groups, October 2011
Figure 69: Attitudes towards snacks, by target groups, October 2011
APPENDIX: UK RESEARCH METHODOLOGY
Statistical Forecasting
Statistical modelling
Qualitative insight
The Mintel fan chart
Weather analogy
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