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Parents’ Attitudes Toward Kids’ and Teens’ Snacking - US - February 2013

“Consumers have a love-hate relationship with snacking. Snack foods provide convenient fuel for an increasingly busy populous and also may provide welcomed indulgence. But with so much media attention on the obesity epidemic, today’s consumer may feel more pressure to reduce snacking and eat more healthy snacks.”

– Sarah Day Levesque, Food Analyst

Some questions answered in this report include:

  • How can companies balance affordability with other demands?
  • How can companies get parents to connect with snack food brands?

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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

                    • Overview
                      • Market drivers
                        • Figure 1: Number of employed civilians in U.S., in thousands, 2007-13*
                        • Figure 2: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                        • Figure 3: U.S. population by age, 2008-18
                      • Children and teens’ snack consumption
                        • Figure 4: Kids' consumption of selected snacks, April 2011-June 2012
                      • Children’s snack food innovation
                        • Figure 5: Kid-positioned snack food product introductions, 2008-12
                      • Parents’ attitudes on children’s and teens’ snacking
                        • Figure 6: Ideal number of snacks for children per day, by age, October 2012
                        • Figure 7: Attitudes toward kids and teen snacking, October 2012
                        • Figure 8: Parental behavior toward kids snacking, by gender, October 2012
                      • Parents’ top children’s snack attributes
                        • Figure 9: Importance of snack attributes when choosing for kids, by gender, October 2012
                      • Sources of food and nutrition information for parents
                        • Figure 10: Sources of information on food, nutrition and healthy diets, by age, October 2012
                      • Where parents shop for children’s snacks
                        • Figure 11: Kids snacks purchasing preference, by retail channel, by household income, October 2012
                      • What we think
                      • Issues in the Market

                          • How do snack foods fit into the healthy America of 2013
                            • Figure 12: Percentage of respondents who snack between meals
                            • Figure 13: U.S. obesity, by age group, 2008 and 2012
                          • How can companies balance affordability with other demands?
                            • How can companies get parents to connect with snack food brands?
                            • Insights and Opportunities

                              • Opportunities to partner for school lunch, snack programs
                                • Flexible pouch packaging may appeal to older demographics
                                • Trend Application

                                    • Trend: Click and Connect
                                      • Trend: Fauxthenticity
                                        • 2015 trend: Old Gold
                                        • Market Drivers

                                          • Key points
                                            • Push for healthy kids creates challenges and opportunity
                                              • Figure 14: Prevalence of obesity among children and teens aged 2-19, 1971-2010
                                            • Busy lifestyles create opportunities for snacks on-the-go
                                              • Figure 15: Number of employed civilians in U.S., in thousands, 2007-13*
                                            • Children’s and teens’ population growth
                                              • Figure 16: U.S. population by age, 2008-2018
                                          • Competitive Context

                                            • Definition of snack food blurs as meal items serve same purpose
                                              • Figure 17: Teen consumption of cold breakfast cereal, by race/Hispanic origin, April 2011-June 2012
                                              • Figure 18: Teen frequency of usage of cold cereal in last 7 days, by race/Hispanic origin, April 2011-June 2012
                                            • Foodservice provides snack food competition
                                              • Figure 19: Kids' and teens’ usage of fast food restaurants, April 2011-June 2012
                                              • Figure 20: Teens’ attitudes toward fast food
                                          • A Snapshot of Kids’ and Teens’ Snacking Habits

                                            • Key points
                                              • Children and teens snacking more than they did three decades ago
                                                • Figure 21: Kids’ eating occasions during the week (Monday-Friday), by age and gender, 2011
                                                • Figure 22: Teens’ eating occasions during the week (Monday-Friday), by age and gender, 2011
                                              • Most children eat nutritional snacks but only twice a week
                                                • Figure 23: Kids' consumption of nutritional snacks, by race/Hispanic origin, April 2011-June 2012
                                                • Figure 24: Kids' favorite nutritional snacks, by type, April 2011-June 2012
                                                • Figure 25: Kids' frequency of usage of nutritional snacks last month, April 2011-June 2012
                                              • Despite efforts to cut sugar most kids consume sweet snacks
                                                • Figure 26: Kids' consumption, sweet products, April 2011-June 2012
                                                • Figure 27: Teen consumption, sweet products, April 2011-June 2012
                                              • Salty and savory snacks
                                                • Figure 28: Kids' consumption of salty and savory snacks, April 2011-June 2012
                                                • Figure 29: Teen consumption of salty and savory snacks, April 2010-June 2011
                                                • Figure 30: Kids’ frequency usage of top five salty snacks, April 2011-June 2012
                                              • Disconnect between children’s/parents’ attitudes and behavior
                                              • Snacks at School

                                                • Key points
                                                  • Children have ample opportunity to snack at school
                                                    • Figure 31: Availability of snacks from vending machines at school, April-June 2012
                                                  • New school lunch guidelines leave more room for snacking
                                                  • Innovations and Innovators

                                                    • Kid-positioned snack product introductions down in past five years
                                                      • Figure 32: Kid-positioned snack food product introductions, 2008-13*
                                                    • New product claims on par with some trends, miss others
                                                      • Figure 33: Top 15 claims for kid-positioned snack food product launches, 2008-13*
                                                    • Dairy appeals to kids and teens through fun, dessert-like angles
                                                      • Vegetables are reinvented to increase appeal
                                                        • Fruit finds new form, packaging
                                                        • Marketing Strategies

                                                          • Overview of the brand landscape
                                                            • Overview of marketing to children and teens controversy
                                                              • Strategy analysis: Appealing to a sense of cool
                                                                • TV tactics
                                                                  • Figure 34: Yoplait GoGurt TV ad, “Dads who get it,” 2013
                                                                • Online tactics
                                                                  • Strategy analysis: Snack food as entertainment, experience
                                                                    • TV tactics
                                                                      • Figure 35: Kellogg’s Rice Krispies television ad, “Family traditions,” 2012
                                                                    • Online tactics
                                                                      • Print tactics
                                                                        • Figure 36: Mott’s Applesauce, print ad, July 2012
                                                                      • Strategy analysis: Shared values with parents
                                                                        • TV tactics
                                                                          • Figure 37: Tyson Any-tizers television ad,”Hey guys, hey mom I’m starving,” 2012
                                                                        • Online tactics
                                                                          • Packaging tactics
                                                                            • Figure 38: Box Tops for Education Logo
                                                                          • Strategy analysis: Health messaging
                                                                            • TV tactics
                                                                              • Figure 39: Hunt's SnackPacks television ad, “A good surprise,” 2012
                                                                              • Figure 40: Quaker Chewy Granola Bars television ad, “Good energy,” 2012
                                                                            • Print tactics
                                                                              • Figure 41: Whonu ad, 2013
                                                                          • The Ideal Number of Snacks For Kids and Teens

                                                                            • Key points
                                                                              • Snacking has high penetration rate among kids, teens
                                                                                • Men less likely to think snacking is necessary
                                                                                  • Parents think teens need more snacks than kids do
                                                                                    • Figure 42: Ideal number of snacks for children per day, by age, October 2012
                                                                                    • Figure 43: Weight-for-age percentiles for boys age 6-17
                                                                                • Parents’ Attitudes on Kids’ and Teens’ Snacking

                                                                                  • Key points
                                                                                    • Almost 80% of parents concerned about nutritional quality of snacks
                                                                                      • Figure 44: Attitudes toward kids and teen snacking, October 2012
                                                                                    • Parents teach snacking behavior but TV/internet, friends also influence
                                                                                      • Figure 45: Mean number of hours of children’s internet usage in last Seven days, 2008-2012
                                                                                      • Figure 46: Mean number of hours of teen internet usage in last seven days, 2008-2012
                                                                                    • Parents of 12-17 year olds have more trust, worry less about snacking
                                                                                      • Figure 47: Attitudes toward kids and teen snacking, by parents with children by age, October 2012
                                                                                  • Parent’s Behavior Toward Kids’ and Teens’ Snacking

                                                                                    • Key points
                                                                                      • Mothers try to pass values on food nutrition to children, teens
                                                                                        • Figure 48: Parental behavior toward kids snacking, by gender, October 2012
                                                                                        • Figure 49: Self-health evaluation—nutrition/diet, by gender, March 2012
                                                                                      • Parents more engaged in younger kids snacking than teen snacking
                                                                                        • Figure 50: Parental behavior toward kids snacking, by parents with children by age, October 2012
                                                                                      • Household income affects willingness to pay for healthier snacks
                                                                                        • Figure 51: Parental behavior toward kids snacking, by household income, October 2012
                                                                                    • Parents’ PrioritiesWhen Choosing Snacks For Kids

                                                                                      • Key points
                                                                                        • Brand trust key to winning over parents
                                                                                          • Figure 52: Importance of snack attributes when choosing for kids, October 2012
                                                                                        • Convenience, price beat out health attributes in importance to parents
                                                                                          • Women more price sensitive, men brand conscious
                                                                                            • Figure 53: Importance of snack attributes when choosing for kids, by gender, October 2012
                                                                                          • Portability offers greater appeal to parents of 6-11 year olds
                                                                                            • Figure 54: Importance of snack attributes, by parents with children by age, October 2012
                                                                                        • Information Sources for Food, Nutrition, and Health

                                                                                          • Key points
                                                                                            • Nutrition labels are parents’ top source for food information
                                                                                              • Figure 55: Sources of information on food, nutrition and healthy diets, October 2012
                                                                                            • Grocery store signage should motivate healthier snack food products
                                                                                              • Fathers, younger parents most likely to use online sources
                                                                                                • Figure 56: Sources of information on food, nutrition and healthy diets, by gender, October 2012
                                                                                                • Figure 57: Sources of information on food, nutrition and healthy diets, by age, October 2012
                                                                                            • Where Parents Buy Children’s Snacks

                                                                                              • Key points
                                                                                                • Parents prefer to buy snacks at supermarkets
                                                                                                  • Figure 58: Kids snacks purchasing preference, by retail channel, October 2012
                                                                                                • Income plays role in determining where parents shop for kids snacks
                                                                                                  • Figure 59: Kids snacks purchasing preference, by retail channel, by household income, October 2012
                                                                                                • Dads twice as likely to purchase kids snacks at convenience store
                                                                                                  • Figure 60: Kids snack purchasing preference, by gender, October 2012
                                                                                              • Hispanic Origin

                                                                                                • Key points
                                                                                                  • Hispanic parents more opposed to snacking, favor portion control
                                                                                                    • Figure 61: Ideal number of snacks for children per day, by age, by race/Hispanic origin, October 2012
                                                                                                  • Health a higher priority for Hispanic parents
                                                                                                    • Figure 62: Importance of snack attributes when choosing for kids, by Hispanic origin, October 2012
                                                                                                  • Online, TV and print sources have greater appeal to Hispanic parents
                                                                                                    • Figure 63: Sources of information on food, nutrition and healthy diets, by Hispanic origin, October 2012
                                                                                                  • Outlets providing bulk packaging, convenience appeals to Hispanics
                                                                                                    • Figure 64: Kids snacks purchasing preference, by retail channel, by Hispanic origin, October 2012
                                                                                                • Cluster Analysis

                                                                                                    • Cluster 1: Priority Jugglers
                                                                                                      • Demographics
                                                                                                        • Characteristics
                                                                                                          • Opportunity
                                                                                                            • Cluster 2: Healthy Role Models
                                                                                                              • Demographics
                                                                                                                • Characteristics
                                                                                                                  • Opportunity
                                                                                                                    • Cluster 3: Unengaged Parent
                                                                                                                      • Demographics
                                                                                                                        • Characteristics
                                                                                                                          • Opportunity
                                                                                                                            • Cluster tables
                                                                                                                              • Figure 65: Target clusters, October 2012
                                                                                                                              • Figure 66: Ideal number of snacks for children per day, by age, by target clusters, October 2012
                                                                                                                              • Figure 67: Ideal number of snacks for children per day, by age, by target clusters, October 2012
                                                                                                                              • Figure 68: Ideal number of snacks for children per day, by age, by target clusters, October 2012
                                                                                                                              • Figure 69: Parental behavior toward kids’ snacking, by target clusters, October 2012
                                                                                                                              • Figure 70: Importance of snack attributes when choosing for kids, by target clusters, October 2012
                                                                                                                              • Figure 71: Attitudes toward kids’ and teen snacking, by target clusters, October 2012
                                                                                                                              • Figure 72: Sources of information on food, nutrition and healthy diets, by target clusters, October 2012
                                                                                                                              • Figure 73: Kids snacks purchasing preference, by retail channel, by target clusters, October 2012
                                                                                                                            • Cluster demographic tables
                                                                                                                              • Figure 74: Target clusters, by demographic, October 2012
                                                                                                                            • Cluster methodology
                                                                                                                            • Appendix – Other Useful Consumer Tables

                                                                                                                                • Figure 75: Ideal number of snacks for children per day, by age, by gender, October 2012
                                                                                                                                • Figure 76: Ideal number of snacks for children per day, by age, by race, October 2012
                                                                                                                                • Figure 77: Ideal number of snacks for children per day, by age, by age, October 2012
                                                                                                                                • Figure 78: Ideal number of snacks for children per day, by age, by age, October 2012
                                                                                                                                • Figure 79: Parental behavior toward kids’ snacking, by age, October 2012
                                                                                                                                • Figure 80: Importance of snack attributes when choosing for kids, by household income, October 2012
                                                                                                                                • Figure 81: Attitudes toward kids’ and teen snacking, by gender, October 2012
                                                                                                                                • Figure 82: Sources of information on food, nutrition and healthy diets, by Kids snacks purchasing preference, by retail channel
                                                                                                                                • Figure 83: Sources of information on food, nutrition, and healthy diets, by Kids’ snacks purchasing preference, by retail channel
                                                                                                                            • Appendix – Trade Associations

                                                                                                                              Companies Covered

                                                                                                                              • Beech-Nut Nutrition Corp.
                                                                                                                              • Dole Food Company Inc.
                                                                                                                              • Facebook, Inc.
                                                                                                                              • Gerber Foods
                                                                                                                              • Lifeway Foods Inc.
                                                                                                                              • Ready Pac Produce Inc.
                                                                                                                              • Roundy's, Inc
                                                                                                                              • U.S. Department of Agriculture
                                                                                                                              • Wm. Bolthouse Farms Inc.

                                                                                                                              Parents’ Attitudes Toward Kids’ and Teens’ Snacking - US - February 2013

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