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Kids' Snacking - UK - December 2011

“Kids continue to look for indulgent treats when buying their own snacks, something which goes against the government’s aims to improve the nation’s health. A solution to this may be promoting healthy snacking with the help of an appointed ambassador(s) easily identifiable among children.”

– 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?

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Table of contents

  1. Introduction

      • 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

                                                                                                                                                  Companies Covered

                                                                                                                                                  • Alliance Boots UK Retail
                                                                                                                                                  • Amazon.co.uk
                                                                                                                                                  • Bel UK
                                                                                                                                                  • Comic Relief UK
                                                                                                                                                  • Ferrero SpA
                                                                                                                                                  • Ferrero UK Limited
                                                                                                                                                  • General Mills Inc
                                                                                                                                                  • Goldman Sachs Group, Inc., The
                                                                                                                                                  • Kraft Foods UK
                                                                                                                                                  • Ocado
                                                                                                                                                  • PepsiCo Inc
                                                                                                                                                  • Wm Morrison Supermarkets
                                                                                                                                                  • Xscape

                                                                                                                                                  Kids' Snacking - UK - December 2011

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