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Description

Description

“That efforts to limit the amount of snacks children eat are near universal and parents are switched onto the importance of snacks being healthy is welcome news for PHE and indicates that the industry’s efforts to improve the healthiness of their products will appeal. Healthier versions of popular children’s snacks and smaller portion sizes for children are key means for snacks to get on parents’ shopping lists, but new products also have to appeal to kids on taste.”
– Richard Caines, Senior Food & Drink Analyst

This Report looks at the following areas:

  • Healthier snacks that kids like will gain substantial following
  • Permissibility will keep unhealthy snacks on the menu for kids
  • NPD and introductory promotions are a necessity in the snacks market
  • Single-serve snacks at risk of backlash over packaging waste

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • Child population growth set to slow down
              • Childhood obesity a major health issue
                • PHE advises two 100-calorie snacks a day
                  • School lunchboxes drive demand for kids’ snacks
                    • Packaging waste set to become bigger issue
                      • Companies and brands
                        • Products for children make up a small share of snack launches
                          • Seasonal chocolate and fruit snacks see most kids’ claims
                            • Half of children’s launches have no additives/preservatives
                              • Products tapping into 5-a-day interest
                                • The consumer
                                  • Buying of snacks for kids is almost universal
                                    • Figure 1: Foods typically bought for children to snack on, August 2018
                                  • Seven in 10 parents buy snacks for school
                                    • Children’s preferences are parents’ top consideration
                                      • Figure 2: Factors most important when choosing snacks for children, August 2018
                                    • Most parents buy snacks both for children specifically and for whole family to share
                                      • Eight in 10 parents like to buy new snacks for children to try
                                        • Parents try to limit the number of unhealthy snacks kids eat
                                          • Figure 3: Behaviours related to buying snacks for children, August 2018
                                        • Strong interest in healthier versions of popular kids’ snacks
                                          • Figure 4: Attitudes towards kids’ snacking, August 2018
                                        • Majority of kids snack at least two times a day
                                          • Figure 5: What children think makes a good snack, August 2018
                                        • Kids are big buyers of snacks in their own right
                                          • Figure 6: Snack eating behaviours and preferences of children, August 2018
                                        • What we think
                                        • Issues and Insights

                                          • Healthier snacks that kids like will gain substantial following
                                            • The facts
                                              • The implications
                                                • Permissibility will keep unhealthy snacks on the menu for kids
                                                  • The facts
                                                    • The implications
                                                      • NPD and introductory promotions are a necessity in the snacks market
                                                        • The facts
                                                          • The implications
                                                            • Single-serve snacks at risk of backlash over packaging waste
                                                              • The facts
                                                                • The implications
                                                                • The Market – What You Need to Know

                                                                  • Child population growth set to slow down
                                                                    • Childhood obesity a major health issue
                                                                      • Sugar reduction targets focus on nine categories
                                                                        • PHE advises two 100-calorie snacks a day
                                                                          • Restrictions on advertising of HFSS foods to children
                                                                            • School lunchboxes drive demand for kids’ snacks
                                                                              • Less than one in six children reaching 5-a-day target
                                                                                • Packaging waste set to become bigger issue
                                                                                  • After school is the biggest time for kids’ snacking
                                                                                  • Market Drivers

                                                                                    • Growth in population of children and teens set to slow down
                                                                                      • Figure 7: Trends in the age structure of the UK population (0-15-year-olds), by age, 2013-23
                                                                                    • Childhood obesity a major health issue
                                                                                      • Sugar reduction targets focus on nine categories
                                                                                        • Calorie reduction gets a bigger focus in 2018
                                                                                          • PHE advises two 100-calorie snacks a day
                                                                                            • Restrictions on food advertising targeted at children
                                                                                              • New restrictions on online advertising of HFSS foods
                                                                                                • Further rules mooted
                                                                                                  • School lunchboxes drive demand for kids’ snacks
                                                                                                    • Most parents buy snacks for school for kids
                                                                                                      • Many schools have adopted healthy lunchbox policies
                                                                                                        • Less than one in six children reaching 5-a-day target
                                                                                                          • Figure 8: Proportion of children aged 5-15 eating five portions or more of fruit and vegetables a day, 2006-16
                                                                                                        • Packaging waste set to become bigger issue for snack foods
                                                                                                          • Plastic waste makes headlines
                                                                                                            • Consumers have high expectations that packaging be sustainable
                                                                                                              • After school is the biggest time for kids’ snacking
                                                                                                                • Figure 9: Time of day children eat snacks, September 2017
                                                                                                            • Companies and Brands – What You Need to Know

                                                                                                              • Products for children a small share of launches
                                                                                                                • Seasonal chocolate and fruit snacks see most kids’ claims
                                                                                                                  • Half of children’s launches have no additives/preservatives
                                                                                                                    • Spotlight on sugar spurs leap ahead in claims
                                                                                                                      • Products tapping into 5-a-day interest
                                                                                                                        • Few kids’ snacks tapping into interest in vitamins/minerals
                                                                                                                          • All-natural claims can increase the appeal of snacks
                                                                                                                            • New varieties tap kids’ interest in trying new products
                                                                                                                            • Launch Activity and Innovation

                                                                                                                              • Products for children aged 5-12 make up a small share of snack launches
                                                                                                                                • Figure 10: Proportion of new launches assigned children (aged 5-12) claims in snack categories*, 2013-18
                                                                                                                              • Seasonal chocolate and fruit snacks see most kids claims
                                                                                                                                • Figure 11: Breakdown of new launches assigned children (aged 5-12) claims in snack categories*, by sub-category, 2014-18
                                                                                                                              • Half of children’s launches have no additives/preservatives
                                                                                                                                • Figure 12: New launches assigned children (aged 5-12) claims in snack categories*, by claim, 2014-18
                                                                                                                              • Low/no added sugar claims increasing
                                                                                                                                • Spotlight on sugar spurs leap ahead in claims
                                                                                                                                  • Fruit snacks lead in sugar claims, leading brands reduce sugar in treats
                                                                                                                                    • Figure 13: Examples of children’s launches in snack categories making L/N/R sugar claims, 2018
                                                                                                                                  • Products tapping into 5-a-day interest
                                                                                                                                    • 5-a-day is high on parents’ radar
                                                                                                                                      • Fruit purees and veg snacks explore 5-a-day claims
                                                                                                                                        • Figure 14: Examples of children’s launches in snack categories making 5-a-day claims, 2017 and 2018
                                                                                                                                      • More free-from claims in kids’ launches
                                                                                                                                        • Allergen-free claims shoot up in kids’ snacks
                                                                                                                                          • Allergen-free label widely adopted by naturally allergen-free products
                                                                                                                                            • Figure 15: Examples of children’s launches in snack categories making gluten-free claims, 2018
                                                                                                                                          • Few kids’ snacks tapping into interest in vitamins/minerals
                                                                                                                                            • Figure 16: Examples of children’s launches in snack categories making vitamin/mineral fortified claims, 2018
                                                                                                                                          • Opportunity for more focus on fibre content
                                                                                                                                            • Figure 17: Examples of children’s launches in snack categories referencing fibre claims, 2017 and 2018
                                                                                                                                          • All-natural claims can increase the appeal of snacks
                                                                                                                                            • Figure 18: Examples of children’s launches in snack categories making all-natural claims, 2017 and 2018
                                                                                                                                          • Little reference made to number of calories
                                                                                                                                            • Balancing convenience against packaging waste
                                                                                                                                              • Pouches deliver portability but are hard to recycle
                                                                                                                                                • Figure 19: Examples of children’s launches in snack categories making convenient packaging claims, 2018
                                                                                                                                              • Single-portion packs add to packaging waste
                                                                                                                                                • Green packaging claims leap ahead
                                                                                                                                                  • New varieties tap kids’ interest in trying new products
                                                                                                                                                    • Figure 20: Examples of range extensions in children’s launches in snack categories, 2018
                                                                                                                                                • The Consumer – What You Need to Know

                                                                                                                                                  • Buying of snacks for kids is almost universal
                                                                                                                                                    • Seven in 10 parents buy snacks for school
                                                                                                                                                      • Children’s preferences are parents’ top consideration
                                                                                                                                                        • Contributing to 5-a-day matters to two in five
                                                                                                                                                          • Most parents buy snacks both for children specifically and for whole family to share
                                                                                                                                                            • Eight in 10 parents like to buy new snacks for children to try
                                                                                                                                                              • Parents try to limit the number of unhealthy snacks kids eat
                                                                                                                                                                • Strong interest in healthier versions of popular kids’ snacks
                                                                                                                                                                  • Majority of kids snack at least two times a day
                                                                                                                                                                    • Kids are big buyers of snacks in their own right
                                                                                                                                                                    • Foods Bought for Children to Snack On

                                                                                                                                                                      • Buying of snacks for kids is almost universal
                                                                                                                                                                        • Sweet treats remain popular snacks
                                                                                                                                                                          • Figure 21: Foods typically bought for children to snack on, August 2018
                                                                                                                                                                        • Nine in 10 parents buy savoury snacks for kids
                                                                                                                                                                          • Fresh fruit is another popular snack option, dried fruit lags
                                                                                                                                                                            • Dried fruit/nuts lag in popularity
                                                                                                                                                                              • Most parents buy kids a wide range of snacks
                                                                                                                                                                                • Figure 22: Number of different types of food typically bought by parents for children to snack on, August 2018
                                                                                                                                                                            • Where Children Eat Snacks

                                                                                                                                                                              • Seven in 10 parents buy snacks for school
                                                                                                                                                                                • Many schools ban unhealthy snacks
                                                                                                                                                                                  • Figure 23: Where snacks bought for children are eaten, August 2018
                                                                                                                                                                                • School snacks fuel demand for convenient packaging
                                                                                                                                                                                  • Out-of-home and out-of-school snacking also important
                                                                                                                                                                                  • Factors Influencing Choice of Snacks for Children

                                                                                                                                                                                    • Children’s preferences are parents’ top consideration
                                                                                                                                                                                      • Taste is key for winning kids over
                                                                                                                                                                                        • Figure 24: Factors most important when choosing snacks for children, August 2018
                                                                                                                                                                                      • Low/no added sugar among top health-related factors, but only of interest to minority
                                                                                                                                                                                        • Low/no added sugar beat 100-calorie claims among parents
                                                                                                                                                                                          • Contributing to 5-a-day matters to two in five, vitamins to one in three
                                                                                                                                                                                            • Highlighting vitamins/minerals gives added appeal among a minority
                                                                                                                                                                                              • All-natural ingredients sway one in three
                                                                                                                                                                                                • A third of parents attach importance to single-portion packs
                                                                                                                                                                                                  • Few parents are acting on PHE calorie advice for snacks
                                                                                                                                                                                                  • Behaviours Related to Buying Snacks for Children

                                                                                                                                                                                                    • Most parents buy some snacks just for children and some for whole family
                                                                                                                                                                                                      • Figure 25: Behaviours related to buying snacks for children, August 2018
                                                                                                                                                                                                    • Eight in 10 parents like to buy new snacks for children to try
                                                                                                                                                                                                      • Price promotions sway eight in 10 parents
                                                                                                                                                                                                        • Parents try to limit the number of unhealthy snacks kids eat
                                                                                                                                                                                                          • Weekends are key time for relaxing the health efforts
                                                                                                                                                                                                          • Attitudes towards Kids’ Snacking

                                                                                                                                                                                                            • Strong interest in healthier versions of popular kids’ snacks
                                                                                                                                                                                                              • Portion control is a key means to drive permissibility
                                                                                                                                                                                                                • Figure 26: Attitudes towards kids’ snacking, August 2018
                                                                                                                                                                                                              • Most parents struggle to ‘sell’ healthier snacks to kids
                                                                                                                                                                                                                • Vast majority of parents think snacks are important to keep children’s energy up
                                                                                                                                                                                                                  • Figure 27: Whitworths Bright Little Nuts range, 2018
                                                                                                                                                                                                              • Frequency of Kids’ Snacking

                                                                                                                                                                                                                • Majority of kids snack at least two times a day
                                                                                                                                                                                                                  • Figure 28: Frequency of kids’ snacking, August 2018
                                                                                                                                                                                                              • What Makes a Good Snack

                                                                                                                                                                                                                • Taste leads but snacks keeping them full is important to four in 10 kids
                                                                                                                                                                                                                  • Tasting good is top factor making a good snack
                                                                                                                                                                                                                    • Four in 10 kids want filling snacks
                                                                                                                                                                                                                      • 14-15-year-olds give more weight to satiety
                                                                                                                                                                                                                        • Figure 29: What children think makes a good snack, August 2018
                                                                                                                                                                                                                      • Being healthy is much less important to kids than taste
                                                                                                                                                                                                                        • Fun positioning can help sales of kids’ snacks
                                                                                                                                                                                                                        • Children’s Snack Eating Behaviours and Preferences

                                                                                                                                                                                                                          • Number of different snacking situations
                                                                                                                                                                                                                            • Figure 30: Snack eating behaviours and preferences of children, August 2018
                                                                                                                                                                                                                          • Kids are big buyers of snacks in their own right
                                                                                                                                                                                                                            • Most kids would want less packaging on snacks
                                                                                                                                                                                                                            • Appendix – Data Sources, Abbreviations, and Supporting Information

                                                                                                                                                                                                                                • Abbreviations
                                                                                                                                                                                                                                  • Consumer research methodology

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