Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Kids' Snacking - US - June 2010

The kids’ snacking market is coming under increased scrutiny in light of rising childhood obesity rates. Yet all kids snack and most snack frequently - whether at home, at school, or on the go. This report, based on exclusive research among kids aged 6-11, takes a closer look at the snacking market from the kids’ perspective, examining their behaviors, attitudes, and preferences. Topics and discussion include:

  • Analysis of what kids identify as their favorite snacks across the healthy, sweet and salty/savory segments
  • Research on what snack attributes, benefits and marketing tactics have the greatest appeal among kids
  • Insight into how increased attention to rising childhood obesity rates—from consumers, interest groups and the government—is changing how kids’ snacks are marketed and changing the snacks themselves
  • Guidance for marketers and retailers looking to capitalize on growing interest in better-for-you (BFY) kids’ snacks
  • An examination of recent advertising and new product activity in kids’ snacking

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising clips
              • Abbreviations and terms
                • Abbreviations
                • Executive Summary

                  • All kids snack, and snack often
                    • Salty and sweet nudge out healthy and wholesome
                      • Fresh fruit most commonly eaten healthy snack
                        • Cookies top the list of sweet snacks
                          • Sweet snacks make an emotional appeal
                            • Salty snack market benefits from recession-driven economizing
                              • Childhood obesity an increasingly central issue in kids’ snack market
                                • Industry efforts:
                                  • Criticism:
                                    • Impact:
                                      • Launches of new kids’ food and beverages dropped off in 2009
                                        • Advertising in question
                                          • Just about any time can be snack time
                                            • New, different and fun
                                            • Insights and Opportunities

                                              • Creating opportunities for healthy snacking
                                                • Healthy snack fun
                                                  • How heavy-snacking kids snack and what it means for marketers
                                                  • Inspire Insights

                                                      • “Real food” is around the corner
                                                        • What it’s about
                                                          • What we’ve seen
                                                            • Hyper-Parenting
                                                              • What it’s about
                                                                • What we’ve seen
                                                                  • Specifics
                                                                    • Implications
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • Economy puts snacking into competition with other expenditures
                                                                          • Health versus taste
                                                                            • Mini-meals
                                                                              • Low-hanging fruit
                                                                              • Kids’ Snack Consumption—Overview

                                                                                • Key points
                                                                                  • All kids snack. Almost all snack every day and often
                                                                                    • The snacking lifestyle and increasing childhood obesity
                                                                                      • Figure 1: Snack usage among kids 6-11, by gender and age, March 2010
                                                                                    • Salty and sweet nudges out healthy and wholesome, especially among older kids
                                                                                      • Figure 2: Favorite snacks among kids 6-11, by gender and age, March 2010
                                                                                    • Most kids eat single serve snacks, especially older kids
                                                                                      • Figure 3: Consumption of single serve snacks, among kids 6-11, November 2008-December 2009
                                                                                  • Healthy Snack Consumption

                                                                                    • Key points
                                                                                      • Fresh fruit most commonly eaten healthy snack
                                                                                        • Fruit snacks and yogurt among other top healthy choices
                                                                                          • Incidence of healthy snacks higher among girls
                                                                                            • Figure 4: Favorite healthy snack, among kids 6-11, by gender and age, March 2010
                                                                                          • Fresh fruit also the most frequently eaten
                                                                                            • Figure 5: Healthy snack usage frequency, among kids 6-11, March 2010
                                                                                          • For most kids, healthy snack frequency hasn’t changed much in a year
                                                                                            • Figure 6: Healthy snack usage, year-over-year, among kids 6-11, by gender and age, March 2010
                                                                                          • Opportunity to get healthy snacks in the house
                                                                                            • Figure 7: Presence of nutritional snacks in the home, among kids 6-11, by gender and age, November 2008-December 2009
                                                                                        • Sweet Snack Consumption

                                                                                          • Key points
                                                                                            • Cookies top the list of sweet snacks
                                                                                              • Figure 8: Favorite sweet snacks, among kids 6-11, by gender and age, March 2010
                                                                                            • Variations on familiar themes
                                                                                              • Sweet snacks make an emotional appeal
                                                                                                • More indulgent sweet snacks eaten less frequently
                                                                                                  • Figure 9: Sweet snack usage frequency, among kids 6-11, March 2010
                                                                                              • Salty and Savory Snack Consumption

                                                                                                • Key points
                                                                                                  • Salty snack market benefits from recession-driven economizing
                                                                                                    • Chips and pretzels
                                                                                                      • Crackers
                                                                                                        • Popcorn
                                                                                                          • Savory snacks
                                                                                                            • Figure 10: Favorite salty snack, among kids 6-11, by gender and age, March 2010
                                                                                                          • Salty snacks eaten a little less frequently than sweet or healthy snacks
                                                                                                            • Figure 11: Salty/savory snack usage frequency, among kids 6-11, March 2010
                                                                                                        • Market Drivers

                                                                                                          • Childhood obesity
                                                                                                            • Industry response
                                                                                                              • Continued criticism
                                                                                                                • Both a negative and positive driver of the snack food market
                                                                                                                  • Increase in kid population slightly trails overall population growth
                                                                                                                    • Slightly faster growth among younger kids over next five years
                                                                                                                      • Figure 12: U.S. population projections of kids, by age, 2005-15
                                                                                                                    • Kid demographics
                                                                                                                      • Figure 13: Population size and share by race/Hispanic origin, among kids 6-11, 2005-15
                                                                                                                    • Fast food purveyors drive kids’ snacking
                                                                                                                      • Figure 14: Consumption of fast food as snack, among kids 6-11, by gender and age, November 2008-December 2009
                                                                                                                  • Brand Qualities

                                                                                                                    • Pepperidge Farm Goldfish
                                                                                                                      • Influence on the category
                                                                                                                        • Go-Gurt and Danimals
                                                                                                                          • Go-Gurt simplifies
                                                                                                                            • Danimals goes for fun
                                                                                                                              • Influence on the category
                                                                                                                                • SpongeBob SquarePants a leading kids brand
                                                                                                                                  • Influence on the category
                                                                                                                                  • Innovations and Innovators

                                                                                                                                    • Key points
                                                                                                                                      • Launches of new kids’ food and beverages dropped off in 2009
                                                                                                                                        • Figure 15: Kids-positioned products, by food and beverage category, 2005-10
                                                                                                                                      • Kellogg, General Mills, and Kraft lead the way
                                                                                                                                        • Figure 16: Top 10 companies, by number of kids-positioned product launches in the food and beverage sector, 2005-10
                                                                                                                                      • Healthy snacks
                                                                                                                                        • Sweet snacks
                                                                                                                                          • Salty and savory snacks
                                                                                                                                          • Advertising and Promotion

                                                                                                                                            • Overview
                                                                                                                                              • Figure 17: Advertising spending of selected kids’ snack brands, 2007 and 2008
                                                                                                                                            • Kid appeal revolves primarily around taste, texture and fun
                                                                                                                                              • Danimals pulls out all the stops to appeal to kids
                                                                                                                                                • Figure 18: Dannon Danimals birthday promo television ad, 2010
                                                                                                                                              • Gushers goes for gross-out experience
                                                                                                                                                • Figure 19: Gushers television ad, 2009
                                                                                                                                              • Oreo and Jell-O make cross-generational, emotional appeals
                                                                                                                                                • Figure 20: Oreo television ad, 2009
                                                                                                                                                • Figure 21: Jell-O television ad, 2009
                                                                                                                                              • Goldfish strives to be a positive force in kids’ lives
                                                                                                                                                • Figure 22: Goldfish “Gilbert” television ad, 2009
                                                                                                                                                • Figure 23: Goldfish Dwayne Wade television ad, 2009
                                                                                                                                            • Kids’ Snacking Behavior In and Out of the Household

                                                                                                                                              • Key points
                                                                                                                                                • Just about any time can be snack time
                                                                                                                                                  • Figure 24: When kids eat snacks, among kids 6-11, by gender and age, March 2010
                                                                                                                                                • School vending machines
                                                                                                                                                  • Figure 25: Snacks/drinks available at school, among kids 6-11, by gender and age, November 2008-December 2009
                                                                                                                                              • Kids’ Attitudes Towards Snacks and Snacking

                                                                                                                                                • Key points
                                                                                                                                                  • New, different and fun
                                                                                                                                                      • Figure 26: Attitudes towards snacks, among kids 6-11, by gender and age, March 2010
                                                                                                                                                    • Only about one third of kids try to limit sweets
                                                                                                                                                      • Figure 27: General attitudes about certain food, among kids 6-11, by gender and age, November 2008-December 2009
                                                                                                                                                    • Promotional extras hold appeal, particularly among younger kids
                                                                                                                                                      • Figure 28: Attitudes towards “fun” snack features, among kids 6-11, by gender and age, March 2010
                                                                                                                                                    • The best snacks are simple snacks
                                                                                                                                                      • Figure 29: Favorite snack types, by preparation method, among kids 6-11, by gender and age, March 2010
                                                                                                                                                    • Microwave is still a common snacking tool for kids
                                                                                                                                                      • Figure 30: Microwave oven usage among kids 6-11, by meal occasion, by gender and age, November 2008-December 2009
                                                                                                                                                  • Cluster Analysis

                                                                                                                                                      • Jumbo eaters
                                                                                                                                                        • Demographics
                                                                                                                                                          • Characteristics
                                                                                                                                                            • Opportunity
                                                                                                                                                              • In-betweeners
                                                                                                                                                                • Demographics
                                                                                                                                                                  • Characteristics
                                                                                                                                                                    • Opportunity
                                                                                                                                                                      • Snack minimalists
                                                                                                                                                                        • Demographics
                                                                                                                                                                          • Characteristics
                                                                                                                                                                            • Opportunity
                                                                                                                                                                              • Cluster characteristics
                                                                                                                                                                                • Figure 31: Young snacker clusters, March 2010
                                                                                                                                                                                • Figure 32: Snack usage, among kids 6-11, by young snacker clusters, March 2010
                                                                                                                                                                                • Figure 33: Snack types eaten throughout the day, among kids 6-11, by young snacker clusters, March 2010
                                                                                                                                                                                • Figure 34: Favorite snacks, among kids 6-11, by young snacker clusters, March 2010
                                                                                                                                                                                • Figure 35: Snacking occasions, among kids 6-11, by young snacker clusters, March 2010
                                                                                                                                                                                • Figure 36: Attitudes towards “fun” snack features, among kids 6-11, by young snacker clusters, March 2010
                                                                                                                                                                                • Figure 37: Attitudes towards snacks, among kids 6-11, by young snacker clusters, March 2010
                                                                                                                                                                              • Cluster demographics
                                                                                                                                                                                • Figure 38: Young snacker clusters, by gender, March 2010
                                                                                                                                                                                • Figure 39: Young snacker clusters, by age, March 2010
                                                                                                                                                                                • Figure 40: Young snacker clusters, by total household size, March 2010
                                                                                                                                                                                • Figure 41: Young snacker clusters, by number of children in household, March 2010
                                                                                                                                                                              • Cluster methodology
                                                                                                                                                                              • Custom Consumer Groups

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Snack usage among light and heavy snackers
                                                                                                                                                                                    • Healthy snacks
                                                                                                                                                                                        • Figure 42: Healthy snack usage among light and heavy snackers, by age, March 2010
                                                                                                                                                                                      • Sweet snacks
                                                                                                                                                                                          • Figure 43: Sweet snack usage among light and heavy snackers, by age, March 2010
                                                                                                                                                                                        • Salty and savory snacks
                                                                                                                                                                                          • Figure 44: Salty and savory snack usage among light and heavy snackers, by age, March 2010
                                                                                                                                                                                        • Snack usage occasions during the day, among light and heavy snackers
                                                                                                                                                                                            • Figure 45: Snack usage occasions during the day, among light and heavy snackers, by age, March 2010
                                                                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                          • American Dairy Products Institute (ADPI)
                                                                                                                                                                                          • Annie's Homegrown Inc.
                                                                                                                                                                                          • Burger King Corporation
                                                                                                                                                                                          • Campbell Soup Company
                                                                                                                                                                                          • Coca-Cola Company (The) (USA)
                                                                                                                                                                                          • Dannon Co
                                                                                                                                                                                          • Federal Communications Commission (FCC)
                                                                                                                                                                                          • Food and Drug Administration
                                                                                                                                                                                          • Food Marketing Institute
                                                                                                                                                                                          • General Mills Inc
                                                                                                                                                                                          • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                          • Hershey Company, The
                                                                                                                                                                                          • Kellogg Company
                                                                                                                                                                                          • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                          • McDonald's U.S.A.
                                                                                                                                                                                          • National Basketball Association
                                                                                                                                                                                          • National Yogurt Association (NYA)
                                                                                                                                                                                          • Nestlé USA
                                                                                                                                                                                          • Organic Trade Association
                                                                                                                                                                                          • Produce Marketing Association
                                                                                                                                                                                          • Safeway Inc
                                                                                                                                                                                          • Signature Brands LLC
                                                                                                                                                                                          • Snack Food Association (SFA)
                                                                                                                                                                                          • Stonyfield Farm
                                                                                                                                                                                          • U.S. Department of Agriculture

                                                                                                                                                                                          Kids' Snacking - US - June 2010

                                                                                                                                                                                          £3,277.28 (Excl.Tax)