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“The shrinking child population and the growing issue of childhood obesity in China is pressuring brands and companies to help parents with premiumised food and drink which accentuates naturalness, nutrient-dense, and functionality in weight management. Meanwhile, long-beloved ‘unhealthy’ food and drinks could still preserve their market share by incorporating superfoods or L/N/R features.”
- Wenxin Xu, Senior Analyst

  • This Report will cover the following areas:
  • Premiumisation is the key to sustain a shrinking market
  • Permissible indulgence will keep unhealthy food and drink on the table
  • Highlighting nutritional value and daily intake advice to help parents fight off overweight and obesity

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Excluded
        • Executive Summary

            • The market
              • The consumer
                • Freshness and nutritional value are essential parts of children’s diets
                  • Figure 1: Food usage, July 2019
                • Bodily development and physical health are valued the most
                  • Figure 2: Consumption purpose, July 2019
                • Blurring line between online and offline retail channels
                  • Figure 3: Purchase channels, July 2019
                • Children’s snacks and treats luring more parents
                  • Figure 4: Category penetration, July 2019
                • Satisfying children’s palates and parents’ pursuit for premium quality
                  • Figure 5: Children’s foods and drinks purchase factors, July 2019
                • Parents act as nutritionists for their children
                  • Figure 6: General attitudes, July 2019
                • What we think
                • Issues and Insights

                  • Premiumisation is the key to sustain a shrinking market
                    • The facts
                      • The implications
                        • Figure 7: Children’s drinks with added probiotics
                        • Figure 8: Children’s foods with added probiotics, prebiotics, or postbiotics
                      • Permissible indulgence will keep unhealthy food and drink on the table
                        • The facts
                          • The implications
                            • Highlighting nutritional value and daily intake advice to help parents fight off overweight and obesity
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • Childhood obesity encouraging changes in policies and companies
                                    • L/N/R and ‘plus’ factors are embraced by global market
                                      • Science finding ways to conquer health epidemics
                                      • Market Factors

                                        • Slowdown in growth of child population
                                          • Figure 9: Population and growth rate of children aged 5-14 in China, 2011-18
                                          • Figure 10: Birth, death, and natural increase rates per 1,000 people, China, 2008-2018
                                        • Childhood obesity population ranks no.1 in the world
                                          • Government promoting healthier lifestyle choices
                                          • Competitive Strategies

                                            • Adding ‘fun’ and ‘local’ elements to keep consumers engaged
                                              • Figure 11: Oreo and The Palace Museum Food Shop’s collaboration jukebox, 2019
                                              • Figure 12: Limited-edition flavours of Oreo and The Palace Museum Food Shop’s collaboration, 2019
                                            • Leveraging social media to showcase product value
                                              • Figure 13: Milkana adventure cheese box for Tmall Single’s Day Festival, 2018
                                            • Offline exposure building connection with families
                                              • Figure 14: Want Want at a Halloween market in Taiwan, 2019
                                            • Advance R&D bringing ‘unhealthy’ nostalgic snacks back into the spotlight
                                              • Figure 15: Nestle’s low sugar Milkybar Wowsomes
                                          • Who’s Innovating?

                                            • Global: designing products around children’s daily activities
                                              • Figure 16: Children’s drinks with added electrolytes, global
                                            • Global: accentuated naturalness through fruits and herbs
                                              • Figure 17: Children’s juice drinks with real fruits and herbs
                                            • Global: whisking superfoods into the ‘unhealthy’
                                              • Figure 18: Children’s drinks and snacks with a healthy twist
                                              • Figure 19: Sugar-free lollipops by Dr. John’s
                                          • The Consumer – What You Need to Know

                                            • Consumption driven by children’s bodily development
                                              • Luring consumers through widening flavours and adding effective nutrients
                                                • Concern for children’s healthy dietary habits encouraging parents to engage more
                                                • Food Usage

                                                  • Health awareness guiding choice of foods
                                                    • Figure 20: Food usage, July 2019
                                                  • Flavourful snacks as treats implying nutrition stigma
                                                    • More young parents born in the 1990s tend to feed children healthy foods on a daily basis
                                                      • Figure 21: Food usage, those who choose to feed kids once a day or more, by generation, July 2019
                                                  • Consumption Purpose

                                                    • Nutrition balancing and immunity building are the top reasons
                                                      • Figure 22: Consumption purpose, July 2019
                                                    • Younger and older parents have different priorities
                                                      • Figure 23: Consumption purpose, ranks by age group, July 2019
                                                    • Identical purpose for feeding across city tiers
                                                      • Figure 24: Consumption purpose, by city tier, July 2019
                                                  • Purchase Channels

                                                    • Comprehensive shopping channels attract the majority
                                                      • Figure 25: Purchase channels, July 2019
                                                    • Parents born in the 1990s favour online shopping channels
                                                      • Figure 26: Purchase channels, by generation, July 2019
                                                  • Category Penetration

                                                    • Blurred line in choosing children-specific foods and drinks
                                                      • Figure 27: Category penetration, July 2019
                                                    • Protein, probiotics, calcium trigger younger parents
                                                      • Figure 28: Category penetration, dairy products, by generation, July 2019
                                                    • Younger parents tend to believe products designed just for kids could meet needs
                                                      • Figure 29: Category penetration, by generation, July 2019
                                                  • Children’s Food and Drink Purchase Factors

                                                    • Winning hearts with intriguing flavours and desirable nutrients
                                                      • Figure 30: Children’s foods and drinks purchase factors, July 2019
                                                    • Three generations weigh up decision factors differently
                                                      • Figure 31: Children’s foods and drinks purchase factors, by generation, July 2019
                                                    • Parents’ standards driven by premium quality and functionality
                                                    • General Attitudes

                                                      • Striving to shape healthy dietary habits for children
                                                        • Figure 32: General attitudes, July 2019
                                                      • Lenient feeding philosophy indicates sizable market for nostalgic products
                                                        • Parents in their 20s might be more prone to purchasing ‘unhealthy’ food and drink for children
                                                          • Figure 33: General attitudes, by age group, July 2019
                                                        • More medium and high household income families keep an eye on children’s diet
                                                          • Figure 34: General attitudes, by monthly household income, July 2019
                                                      • Appendix – Methodology and Abbreviations

                                                        • Methodology
                                                          • Abbreviations

                                                          This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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                                                          • Consumer

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                                                          • Brand/Company

                                                            Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                          • Data

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                                                          Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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