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Purchasing Food and Drinks for Children - China - March 2018

“As the concept of a balanced diet becomes popular, not all parents are interested in implementing strict rules on their child’s diet. Giving in to children’s requests and occasionally buying unhealthy treats is not always seen as a bad decision because some parents think that raising a happy, independent child and respecting his/her requests is more important.”

- Alina Ma, Associate Director

This report will look at the following areas:

  • Children tend to eat with their eyes, hands and nose
  • Cooking with children to teach healthy food choice
  • New and emerging ways of ensuring children’s healthy eating

 

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Table of contents

  1. Overview

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

          • The market
            • The growing market of children’s food and drinks
              • The consumer
                • Are children-specific products a popular choice?
                  • Figure 1: Preference for children-specific products when buying different types of food and drinks for children, December 2017
                • What are parents’ top fears?
                  • Figure 2: Products and product features that would discourage parents to buy food and drinks for children, December 2017
                • What health benefits parents are more likely to buy into?
                  • Figure 3: Health benefits that would encourage parents to buy food and drinks for children, December 2017
                • What triggers children to ask for a product?
                  • Figure 4: Features of food and drink products preferred by children from parents’ perspective, December 2017
                • Who affects parents’ purchase decision?
                  • Figure 5: Factors influencing parents to buy food and drinks products for children, December 2017
                  • Figure 6: Attitudes towards experts’ opinions and sharing with other parents, December 2017
                  • Figure 7: Attitudes towards purchase power between parents and children, December 2017
                • Four types of parents
                  • Figure 8: Consumer groups segmented based on their attitudes and behaviours, December 2017
                • What we think
                • Issues and Insights

                  • Children tend to eat with their eyes, hands and nose
                    • The facts
                      • The implications
                        • Figure 9: Examples of food and drink products with “suitable for children aged 5-12” claim with popular cartoon figures on the packaging
                        • Figure 10: Examples of food and drinks products with “suitable for children aged 5-12” claim providing the opportunity for children to play while eating
                        • Figure 11: Examples of food and drinks products with “suitable for children aged 5-12” claim with the benefit of providing educational experiences
                      • Cooking with children to teach healthy food choice
                        • The facts
                          • The implications
                            • Figure 12: DIY product examples of food and drinks with “suitable for children aged 5-12” claim providing the opportunity for children to cook
                            • Figure 13: Baby kitchen
                          • New and emerging ways of ensuring children’s healthy eating
                            • The facts
                              • The implications
                              • Overview of Children’s Food and Drinks Market

                                • The number of children steadily grows
                                  • Figure 14: Population and growth of children aged 5-14 in China, 2011-17
                                • How big is the market of children’s food and drinks?
                                  • Which category has seen more children-specific products?
                                    • Figure 15: Top 10 categories with “suitable for children aged 5-12” claim, global vs China, 2015-17
                                  • Common claims among children-specific products
                                    • Figure 16: Top claims among product launches with “suitable for children aged 5-12” claim, global, 2015-17
                                    • Figure 17: Top claims among product launches with “suitable for children aged 5-12” claim, China, 2015-17
                                  • Definition and regulations of children-specific products in China
                                    • Figure 18: Examples of ‘Food Safety, Guard Together’ campaign, China, 2017
                                • The Consumer – What You Need to Know

                                  • The growing appetite for dairy products
                                    • Dangers come from not only ingredients but also production process
                                      • Conflicting preferences between parents and children
                                      • Category Penetration

                                        • Is children-specific a must-have feature for all categories?
                                          • Figure 19: Preference for children-specific products when buying different types of food and drinks for children, December 2017
                                        • Dairy wins the popularity contest of favourite drinks
                                          • Is children-specific a must-have feature for all children?
                                            • Figure 20: Likelihood to purchase products designed for children across categories, by children’s age, December 2017
                                          • Opportunities for children-specific Chinese staples and sauces emerge
                                            • Figure 21: Examples of Chinese staples and sauces with “suitable for children aged 5-12” claim, China
                                        • Parents’ Least Preferred Product Features

                                          • Badness associated with category, or even brands
                                            • Figure 22: Products and product features that would discourage parents to buy food and drinks for children, December 2017
                                          • Ingredients, physicality and production methods are placed under stricter scrutiny
                                          • Parents’ Preferred Health Claims

                                            • Which is effective in triggering purchase, functional or ingredient claim?
                                              • Figure 23: Health benefits that would encourage parents to buy food and drinks for children, December 2017
                                              • Figure 24: Functional benefits that would encourage parents to buy food and drinks for children, 2016 vs 2017
                                              • Figure 25: Ingredients that would encourage parents to buy food and drinks for children, 2016 vs 2017
                                              • Figure 26: Health benefits that would encourage parents to buy food and drinks for children – Turf Analysis, December 2017
                                            • New opportunities lie in dietary fibre
                                              • Figure 27: Top health-related claims among product launches with “suitable for children aged 5-12” claim, China vs global, 2015-17
                                              • Figure 28: Health benefits that would encourage parents to buy food and drinks for children, by parents’ education level, December 2017
                                            • Different preferences by age and gender
                                              • Figure 29: Health benefits that would encourage parents to buy food and drinks for children, by children’s age, December 2017
                                          • Children’s Preferred Product Features

                                            • What is the key hook; taste, packaging or freebie?
                                              • Figure 30: Features of food and drink products preferred by children from parents’ perspective, December 2017
                                              • Figure 31: Features of food and drink products preferred by children from parents’ perspective – Turf Analysis, December 2017
                                            • How effective is brand name in encouraging purchase?
                                              • Children’s needs do change significantly with time
                                                • Figure 32: Features of food and drink products preferred by children from parents’ perspective, by children’s age, December 2017
                                            • Purchase Decision Making

                                              • Influential power between children and professionals
                                                • Figure 33: Factors influencing parents to buy food and drinks products for children, December 2017
                                                • Figure 34: Selected factors influencing parents to ‘definitely’ buy food and drinks products for children, by children’s age, December 2017
                                              • The influence of pester power across different parent types
                                                • Figure 35: Attitudes towards purchase power between parents and children, December 2017
                                                • Figure 36: Consumer behaviour regarding whether parents should let children to buy what they want, by consumer group, December 2017
                                                • Figure 37: Consumer behaviour regarding whether to give in when children demand a cheap treat (eg candies, small toys) when shopping, by consumer group, December 2017
                                                • Figure 38: Selected factors influencing parents to ‘definitely’ buy food and drinks products for children, by consumer group, December 2017
                                              • Low trust in brands
                                                • The important role of peer-to-peer support
                                                  • Figure 39: Attitudes towards experts opinions and sharing with other parents, December 2017
                                              • Psychological Overview

                                                • Most are knowledgeable but also open to new ideas
                                                  • Figure 40: Attitudes towards parents’ knowledge of health, December 2017
                                                • Half of parents struggling with children’s choices
                                                  • Figure 41: Attitudes towards parents’ struggles with children’s eating, December 2017
                                              • Consumer Segmentation

                                                • Four types of parents
                                                  • Figure 42: Consumer groups segmented based on their attitudes and behaviours, December 2017
                                                • Relaxed Parents
                                                  • Consumer profile
                                                      • Figure 43: Attitudes towards children's dietary plans, % any agree, by consumer group, December 2017
                                                      • Figure 44: Purchase decision maker of children’s products, by consumer group, December 2017
                                                      • Figure 45: Knowledge about food and health, % any agree, by consumer group, December 2017
                                                      • Figure 46: Attitudes towards purchasing unhealthy food, % any agree, by consumer group, December 2017
                                                    • Marketing implications
                                                      • Permissive Parents
                                                        • Consumer profile
                                                          • Marketing implications
                                                              • Figure 47: Important factors influencing purchase of children’s products, by consumer group, December 2017
                                                            • Assertive Parents
                                                              • Consumer profile
                                                                  • Figure 48: Selective consumer lifestyles, by consumer group, December 2017
                                                                  • Figure 49: Attitudes towards junk food, % any agree, by consumer group, December 2017
                                                                • Marketing implications
                                                                  • Figure 50: Attitudes towards packaged food, % any agree, by consumer group, December 2017
                                                                  • Figure 51: Selective consumer lifestyles, by consumer group, December 2017
                                                                • Authoritarian Parents
                                                                  • Consumer profile
                                                                    • Marketing implications
                                                                    • Meet the Mintropolitans

                                                                      • Future parents: self-assured, hands-on and interested in sharing
                                                                        • Figure 52: Consumer segmentation based on their attitudes, by consumer classification, December 2017
                                                                        • Figure 53: Factors that will definitely encourage parents to buy a new food or drink product for children, by consumer classification, December 2017
                                                                        • Figure 54: Agreement on ‘I'm happy to share with other parents how I feed my child(ren)’, by consumer classification, December 2017
                                                                      • What product features can draw future parents’ attention?
                                                                        • Figure 55: Interest in purchasing products designed for children across categories, by consumer classification, December 2017
                                                                        • Figure 56: Features of food and drink products preferred by children from parents’ perspective, by consumer classification, December 2017
                                                                        • Figure 57: Health benefits that would encourage parents to buy food and drinks for children, by consumer classification, December 2017
                                                                    • Appendix: Methodology and Abbreviations

                                                                      • Methodology
                                                                        • Abbreviations

                                                                        Purchasing Food and Drinks for Children - China - March 2018

                                                                        US $4,460.00 (Excl.Tax)