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

“While kids still favor indulgent snacks and many buy their own, increasing efforts by all levels of government to encourage more healthful eating habits, coupled with parents’ desires to feed their children healthier foods, are continuing to put pressure on manufacturers. Therefore, by proactively developing new products with healthier nutritional profiles, companies have an opportunity to gain consumer trust, in addition to potentially avoiding any extra monetary expense that would come with reformulating to comply with government regulations.”

– Carla Dobre-Chastain, Food Analyst

Some questions answered in this report include:

  • 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?

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Table of contents

  1. 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

                                                                                                                              Companies Covered

                                                                                                                              • Activision
                                                                                                                              • Atari, Inc.
                                                                                                                              • B. Manischewitz Company LLC, The
                                                                                                                              • Chiquita Brands International, Inc
                                                                                                                              • Facebook, Inc.
                                                                                                                              • General Mills Inc
                                                                                                                              • Google, Inc.
                                                                                                                              • Groupe Danone
                                                                                                                              • J & J Snack Foods Corp.
                                                                                                                              • Kashi Co. Inc.
                                                                                                                              • Kellogg Company
                                                                                                                              • Kraft Foods Inc. (U.S.A.)
                                                                                                                              • Nestlé USA
                                                                                                                              • Pepperidge Farm Inc.
                                                                                                                              • PepsiCo Inc
                                                                                                                              • Quaker
                                                                                                                              • Supervalu Inc
                                                                                                                              • Twitter, Inc.
                                                                                                                              • Ubisoft (USA)
                                                                                                                              • Unilever USA
                                                                                                                              • Williams-Sonoma, Inc
                                                                                                                              • Wm. Bolthouse Farms Inc.
                                                                                                                              • Yoplait USA

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

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