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Providing the most comprehensive and up-to-date information and analysis of the Kids’ Snacking: Incl Impact of COVID-19 – UK market, and the behaviours, statistics, preferences and habits of the consumer.
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Snacking is near-universal; 99% of parents of 7-15 year olds buy food for their children to snack on. The COVID-19 outbreak has disrupted children’s snacking patterns, boosting sales through driving frequency of at-home snacking while curtailing lunchbox and impulse occasions. Increased at-home snacking is expected to remain high at least for the short term due to the recession.
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Expert analysis from a specialist in the field
Written by Alice Baker, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
The COVID-19 outbreak has disrupted children’s snacking patterns, driving frequency of at-home snacking while curbing impulse buying and eliminating school lunchbox occasions. Concerns have been raised that increased at-home snacking plus decreased activity will have a slew of negative effects on children’s health, including obesity and poorer dental and eye health. However, the aftermath of the pandemic is expected to see increased parental interest in health, particularly in snacks with functional benefits 
Alice Baker
Food & Drink Analyst
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Covered in this Report
- What you need to know
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Executive Summary
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- The market
- Falling birth rates present a challenge to the market
- Figure 1: Trends in the age structure of the UK population, 2014-19 and 2019-24
- Government takes action on children’s health
- Plastic packaging tax due in 2022
- Companies and brands
- Kids’ snacks make up a small share of snack launches
- ‘Plus’ and no added sugar claims gain share of NPD
- Children’s snack adverts highlight the importance of imaginative play and outdoor adventures
- The consumer
- Buying of snacks for children is near-universal
- Figure 2: Foods typically bought for children to snack on, by type, April 2020
- The afternoon is the most popular time for kids to snack
- Figure 3: When children snack, April 2020
- No added sugar, 5-a-day claims and nutritional benefits are leading influences on snack buying
- Figure 4: Factors influencing choice when buying snacks for children, April 2020
- Children’s preferences have strong influence on parents’ buying habits
- Figure 5: Behaviours related to kids’ snacking, April 2020
- Healthier versions of children’s snacks appeal to many
- Figure 6: Attitudes towards kids’ snacking, April 2020
- What we think
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Impact of COVID-19 on Kids’ Snacking
- Short, medium and long-term impact on the industry
- Figure 7: Expected impact of COVID-19 on kids’ snacking, short, medium and long-term, 4 June 2020
- Opportunities and Threats
- Lockdown boosts at-home snacking…
- …but curtails impulse occasions
- School closures cut off lunchbox occasions
- Growth in online retail set to continue
- Health officials raise concerns about effects of lockdown on children’s health
- Healthier options have the chance to benefit
- Shifts in consumer behaviour
- Consumers’ health focus in aftermath of the pandemic should give a boost to functional foods
- Need to quickly catch shoppers’ attention in-store as they look to limit browsing time
- Impact on key consumer segments
- Pandemic could provide a one-off boost to the birth rate…
- …but in general is likely to accelerate the decline
- How a COVID-19 recession will reshape the market
- Space remains for treats, but squeezed incomes could lead to trading down
- Established brands could fare better than newcomers
- Cutbacks on going out should support retail sales of snacks
- Impact on the marketing mix
- Sparking emotional associations should benefit companies
- …as should evoking community spirit
- Online advice on entertaining children will be welcome to many parents
- COVID-19: Market context
- Short, medium and long-term impact on the industry
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Issues and Insights
- Functional foods are set to fly in the aftermath of the pandemic
- The facts
- The implications
- Target snacks towards morning and after-school occasions
- The facts
- The implications
- Plant-based snacks for children are an underutilised opportunity
- The facts
- The implications
- Functional foods are set to fly in the aftermath of the pandemic
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The Market – What You Need to Know
- Falling birth rates present a challenge to the market
- Government takes action on children’s health
- Plastic packaging tax due in 2022
- Falling birth rates present a challenge to the market
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Market Drivers
- Growth in teens but decline in under 10s projected
- Figure 8: Trends in the age structure of the UK population, 2014-19 and 2019-24
- Almost three in 10 children are overweight or obese
- Figure 9: Prevalence of being overweight or obese among children, by gender, 2018/19
- Scope for further development in ‘school approved’ snacks
- Just 18% of kids hit their 5-a day
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- Figure 10: Proportion of children aged 5-15 eating five portions or more of fruit and vegetables a day, 2008-18*
- Peas Please initiative results in 90 million veg portions being eaten, according to report
- Government initiatives to tackle obesity
- Sugar reduction targets
- 9pm watershed for junk food advertising mooted
- PHE calls off January blitz
- Many parents are in favour of taxation on sugary foods
- Calls for a public transport snacking ban
- Plastic packaging tax due in 2022
- Growth in teens but decline in under 10s projected
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Companies and Brands – What You Need to Know
- Kids’ snacks make up a small share of snack launches
- ‘Plus’ and no added sugar claims gain share of NPD
- Children’s snack adverts highlight the importance of imaginative play and outdoor adventures
- Kids’ snacks make up a small share of snack launches
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Launch Activity and Innovation
- Definition
- Kids’ snacks make up a small share of snack launches
- Figure 11: Share of new launches assigned children (aged 5-12) claim in snack categories, 2016-20
- Fruit snacks lead NPD
- Figure 12: Share of new launches assigned children (aged 5-12) claim in snack categories, by top ten sub-categories, 2016-20
- Bear ups the fun factor by enclosing new card game in its packs …
- … and taps into the added veg trend
- Figure 13: Fruit snack launches by Bear, 2019/20
- Tesco relaunches its Slurpers range with a stronger health focus
- Figure 14: Tesco Tropical Fruit Slurpers, before and after
- Fruit ice lolly brands innovate with shapes and ingredients
- Rowntree’s offers ‘stacked’ multi-fruit lolly
- Twister unveils new triple-flavour design
- Pip Organic launches lollies with hidden veg
- Figure 15: Examples of fruit ice lollies launches, 2019/20
- Competition heats up in chocolate-with-surprise-toy formats
- Figure 16: Examples of chocolate-with-toy formats, 2019
- Some snack launches target particular occasions
- Lunchbox snacks provide a shortcut for parents …
- Figure 17: Examples of lunchbox snacks, 2019/20
- … but not all eligible products take this positioning
- Scope for more ‘school approved’ snacks
- Fruit Bowl targets the school snack occasion
- Figure 18: Fruit Bowl launches School Bars, 2019
- Speciality bread brands launch after-school snacks
- Figure 19: After-school snacks, 2019
- ‘Plus’ claims gain share of NPD
- Figure 20: Share of new product launches with plus claims in the UK kids’ snacking market, by claim, 2016-20
- Fibre takes the lead
- Fruit snack brands make multiple health claims
- Figure 21: Fruit snacks launches with high/added fibre and other health claims, 2019
- Rise in vegan claims slower for children’s than for general products
- Meat-free foods brands extend into children’s products
- Figure 22: Examples of meat-free snacks for children, 2019/20
- No added sugar claims rise in 2019
- Figure 23: Example of Arla Explorers Swirl children’s yogurts range, 2019
- Low/reduced sugar claims remain static
- Cadbury unveils Dairy Milk bar with 30% less sugar
- Figure 24: Cadbury launches Dairy Milk with 30% less sugar, 2019
- Companies must ensure that reduced-sugar chocolate continues to deliver on taste
- Arla introduces reduced-sugar yogurts with ‘bubbles’
- Figure 25: Example of Arla Explorers Bubble children’s yogurts range, 2019
- Kefir trend extends into children’s products
- Figure 26: Examples of children’s kefir products, 2019
- Ethical and environmental claims enter the mainstream
- Figure 27: Share of new launches assigned children (5-12) claim in snack categories, carrying an ethical or environmental claim, 2016-20
- Environmentally friendly packaging claims are widespread, but little real innovation
- Biscuit brand highlights its commitment to sustainability
- Figure 28: Example of kids’ snack launch with a focus on sustainability, 2020
- Definition
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Advertising and Marketing Activity
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- Children’s snack adverts highlight the importance of imaginative play and outdoor adventures
- Petits Filous returns to TV screens as it teams up with Change4Life
- Arla Explorers promoted as ‘yogurt for adventurous kids’
- Freddo Treasures linked with family fun
- Dairy snacks go surreal with Strings & Things
- Kinder focuses on permissibility and family connections
- Rice Krispies Squares promoted as ideal after-school snack for teens …
- Sharing snacks portrayed as a means of bringing people together
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The Consumer – What You Need to Know
- Buying of snacks for children is near-universal
- The afternoon is the most popular time for kids to snack
- No added sugar, 5-a-day claims and nutritional benefits are leading influences on snack buying
- Children’s preferences have strong influence on parents’ buying habits
- Healthier versions of children’s snacks appeal to many
- Buying of snacks for children is near-universal
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Purchasing of Kids’ Snacks
- ‘All’ parents buy snacks for their kids
- Fresh fruit/veg and crisps/crisps-style snacks/flavoured nuts lead
- Figure 29: Foods typically bought for children to snack on, by type, April 2020
- Overall sweet snacks are out in front
- Daily snacking is nearly universal
- Over a quarter snack more than twice a day …
- … ramping up the importance of healthy snacking
- Figure 30: Frequency of kids’ snacking, April 2020
- Wide purchasing repertoires among parents
- Figure 31: Repertoire of foods typically bought for children to snack on, by age of child, April 2020
- ‘All’ parents buy snacks for their kids
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When Children Snack
- The afternoon is the most popular time for kids to snack
- Scope for expansion in snacks presented as suited to the after-school occasion
- Figure 32: When children snack, April 2020
- A focus on health for morning snacks
- Low levels of morning snacks among teens
- Scope to target older children with filling and energising morning snacks
- Figure 33: Selected foods typically bought for children to snack on, by time of day children snack, April 2020
- The afternoon is the most popular time for kids to snack
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Factors Influencing Choice
- No added sugar is a leading factor
- No added sugar products without artificial sweeteners must flag this up on-pack
- More brands bring out no added sugar products in 2019
- Figure 34: Factors influencing choice when buying snacks for children, April 2020
- Over a third look for snacks contributing to the 5-a-day
- 5-a-day claims are underexplored outside of fruit snacks
- Vegetables should play a bigger role in kids’ snacking NPD
- Figure 35: Example of vegetable-based children’s snack product, 2020
- Nutritional benefits are valued by nearly four in 10
- Scope for expansion in fortified foods aimed at preteens/teenagers
- No added sugar is a leading factor
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Behaviours Related to Kids’ Snacking
- Strong unmet demand for snacks supporting eye health
- Figure 36: Behaviours related to kids’ snacking, April 2020
- Children’s preferences hold sway …
- … including (to some extent) their preferred brands
- Brand loyalty is higher among those with tight finances
- Opportunities for brand extensions
- Making snacks fun boosts their appeal among children
- Advertising to children can deter parents
- Strong unmet demand for snacks supporting eye health
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Attitudes towards Kids’ Snacking
- Openness to healthier versions among 74% of parents
- Involve consumers in the reformulation process
- Figure 37: Attitudes towards kids’ snacking, April 2020
- Role for single-serve portions despite concerns over packaging
- Figure 38: Barny launches a big pack, 2020
- Concerns about over-snacking trump environmental concerns for many parents
- Plant-based snacks appeal to half of parents
- Openness to healthier versions among 74% of parents
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Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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Appendix – Market Drivers
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- Figure 39: Live births in England and Wales, 2014-18
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Appendix – Launch Activity and Innovation
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- Figure 40: New launches assigned children (aged 5-12) claims in snack categories, by top 30 claims, 2016-20 (sorted by 2019)
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