Kids' Snacking - UK - May 2015
Almost all parents bought snacks for their child in the six months to March 2015. Also reflective of the ingrained nature of kids’ snacking is that three quarters of children snack at least once a day.
This report looks at the following areas:
- Unrefined sugar sources offer route for operators to address health concerns
- Free school meal scheme poses a threat to kids’ snacking
- Interest in kids’ snacks with added protein presents NPD opportunity
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Table of contents
Overview
- What you need to know
- Product covered in this report
- Abbreviations
- What you need to know
Executive Summary
- Universal infant free school meals pose a threat to kids’ snacking
- Media spotlight on sugar affects kids’ snacking
- Kinder tops advertising expenditure
- Kids’ snacks look to boost fun factor
- On-the-go children’s snacks attract launches in 2014
- Nine in 10 parents buy sweet snacks
- Figure 1: Snacks bought by parents, by category, March 2015
- Figure 2: Snacks bought by parents, March 2015
- Unhealthy snacks deemed acceptable in small portions
- Figure 3: Attitudes towards kids’ snacking, March 2015
- Healthier versions of kids’ favourite treats gain the most interest among parents
- Figure 4: Interest in selected product concepts, March 2015
- Taste is king for children
- Figure 5: Most important choice factors for children when buying snacks, March 2015
- Universal infant free school meals pose a threat to kids’ snacking
Issues and Insights
- Unrefined sugar sources offer route for operators to address health concerns
- The facts
- The implications
- Free school meal scheme poses a threat to kids’ snacking
- The facts
- The implications
- Interest in kids’ snacks with added protein presents NPD opportunity
- The facts
- The implications
- Unrefined sugar sources offer route for operators to address health concerns
The Market – What You Need To Know
- Universal Infant Free School Meals pose a threat to the market
- Growth in the number of 10-14-year-olds good news for kids’ snacking
- Negative media focus on sugar puts pressure on manufacturers
- Children’s intake of fruit/vegetables is on the decline
- Universal Infant Free School Meals pose a threat to the market
Market Drivers
- Changes to school lunches represent a threat to kids’ snacking
- Growth in number of children good news for the market
- Figure 6: Trends in the age structure of the UK population, 2009-14 and 2014-19
- Sugar attracts negative media in 2014
- Fewer than one in five children reach 5-a-day fruit and vegetables target
- Figure 7: Trends in the prevalence of eating five or more portions of fruit and vegetables per day, by sex, 2001-13
- Changes to school lunches represent a threat to kids’ snacking
Key Players – What You Need To Know
- On-the-go children’s snacks attract launches in 2014
- Kerry Foods launch innovative yogurt snack
- Kinder tops advertising expenditure
- Mondelez’s Barny cakes focus on ‘kitchen cupboard’ ingredients
- On-the-go children’s snacks attract launches in 2014
Launch Activity and Innovation
- NPD in kids’ snacking drops in 2014
- Figure 8: Index of new product launches in kids’ snacking market in the UK, 2010-14
- Fruit snacks mimic sugar confectionery to boost appeal with children
- Yogurt explores different designs to boost the fun factor
- Kid versions of regular snacks
- Minority think kids’ snacks are more suitable than adults’ snacks
- On-the-go children’s snacks attract launches in 2014
- Figure 9: NPD in the UK kids’ snacking market, top 15 claims, 2010-14
- NPD in kids’ snacking drops in 2014
Brand Communication and Promotion
- Kinder tops advertising expenditure
- Figure 10: Advertising expenditure on ten selected kids’ snacking brands 2010-15*
- Babybel introduces Babybel Buddies characters
- Barny cakes focus on kitchen cupboard ingredients
- Haribo second largest spender with the launch of two new TV adverts
- Petits Filous Magic Squares backed by marketing push
- Kinder tops advertising expenditure
The Consumer – What You Need To Know
- Nine in ten parents buy sweet snacks
- Snack brands linked to a wider healthy lifestyle appeal
- Openness among parents to ‘light’ snack products for children
- Kids’ snacks with added protein appeal to one in four parents
- Taste most important to children
- Nine in ten parents buy sweet snacks
Snacks Bought by Parents
- Nine in 10 parents buy sweet snacks
- Figure 11: Snacks bought by parents, by category, March 2015
- Figure 12: Snacks bought by parents, March 2015
- Fresh fruit most popular snack bought by parents
- One in three parents buy breakfast biscuits
Attitudes towards Kids’ Snacking
- Three in four parents agree unhealthy snacks are OK in small portions
- Figure 13: Attitudes towards kids’ snacking, March 2015
- Minority think kids’ snacks are more suitable than adults’ snacks
- Homemade snacks preferred by half of parents
- ‘Light’ snacks widely accepted by parents
- Three in four parents agree unhealthy snacks are OK in small portions
Product Enticements for Kids’ Snacks
- Healthier versions of kids’ favourite treats gain the most interest among parents
- Figure 14: Interest in selected product concepts, March 2015
- Kids’ snacks with reduced sugar appeal
- Alternatives to white sugar appeal to one in four
- Plant-derived sweeteners deemed more acceptable
- Snacks with benefits
- Kids’ snacks with added protein attract interest from one in four parents
- Wholegrain kids’ snacks appeal to one in three parents
- Healthier versions of kids’ favourite treats gain the most interest among parents
Kids’ Usage of Snacks
- Three in four children snack at least once a day
- Figure 15: Frequency of kids’ snacking, March 2015
- Figure 16: Time of day when snacks are eaten by children, March 2015
- Four in 10 children eat snacks as part of a lunchbox
- Figure 17: Kids’ snacking occasions, March 2015
- Taste is rated as the most important factor by three in four children
- Figure 18: Most important choice factors for children when buying snacks, March 2015
- Half of children buy snacks because they are fun to eat
- Snacks that are filling important to one in three children
- Three in four children snack at least once a day
Kids' Snacking - UK - May 2015