Vision Shopsters: NPD in Kids’ Nutrition: The impact of regulation and future product opportunities
Almost every aspect of today’s child and tweenage sociodemographic is different from what has been seen in past generations. They are a group that have grown up faster and are increasingly connected, with more money, influence, attention and personal buying power than any generation before them. As a result of the these social changes and parental interest in the innate healthiness of foods, the industry has an exciting opportunity to reach out to a new generation with ethical, healthy and cost-effective products.
The focus of this report will be to explore through 6 specific chapters:
• An analysis of key consumer demographics: Provides an overview of key demographics defining the kids’ market. These include age, population statistics, income and spending, as well as food consumption and lifestyle trends.
• Regulatory and advertising: A detailed review of the past, present and future legislative issues impacting the marketing of kids’ foods and beverages, with a specific focus on the EU, UK and US, placed in the context of global regulatory evolution.
• Consumer behaviour: The three key groups influencing the sale of goods in this category are the focus of a whole chapter. Kids, tweenagers and parents are analyzed in relation to the behavioural factors influencing purchasing decisions.
• Market size and growth: This analysis will assess the growth rate as well as total category values. Trends in specific food and beverage categories will also be reviewed, with predictions of key growth areas.
• Product trends and innovation: A review of the specific health and category trends within the kids‘ market. Included will be some of the most innovative companies in the category including new and exciting brand concepts.
• Opportunities within the kids market: This chapter provides specific marketing and advertising strategies shown to be successful within the kids’ market. Consumer- and industry-specific insights will be discussed in detail.
Key features of this report
• Analysis of the current health, social, and demographic factors which are important in understanding and defining how to identify your potential consumer group.
• In the midst of increasing regulatory control over the marketing of foods and beverages for children, this report looks in detail at how to navigate such restrictions in the US and EU. Additionally we provide specific product and company examples of regulatory and non-regulatory compliance.
• A review and analysis of some of the most innovation foods and beverages targeted at children, with examples taken from the EU, US and Asia Pacific.
• A behavioural review on children and their interaction with parents and new media are also covered highlighting the importance of new media and how such technology is impacting social and commercial dynamics.
Scope of this report
• A review of the current trends defining the marketing of healthy foods and beverages for children, and an overview of product examples successfully integrating these trends into their brand position and packaging.
• This report provides an in depth review of the regulatory control of hard copy and TV based advertising of products for children, and the interrelationships between self-regulation, food law and the impact of non-compliance.
• Provides facts and figures regarding the global market for kids foods and beverages as well as specific details on the current worth, growth and forecasts for the US, EU and Japan. Regional sales data for key countries in the EU are provided, as well as specific insight across 6 major food and beverage categories.
• An in-depth review of the headlining foods and beverages for kids and why they have managed to make a success out of their product. This report also takes a look at the behavioural facts associated with consumerism and what key issues should be address when designing a healthy food or beverage for children.
Key Market Issues
• As the population ages and fewer children are born the demand for high quality healthy foods will grow as parent become able to invest more resources into a smaller family size. The impact of such changes will increase the market for premiumized products offering real health and nutrition benefits beyond taste.
• Discretionary income amongst children and tweenages have risen significantly, which has given rise to children and tween have an increasingly greater control over their purchasing choices. Companies must take this into account when devising their product and associated marketing strategies.
• Over the next few years local legislation in the US and EU-wide regulation via the NHCR will begin to make a significant impact in the way that foods (especially non-nutritious products) can be marketed. The big concern is the use of online advertising, and this will become an increasingly difficult area to police as we move forward into 2011. Industry must decide if these potential policing issues are a benefit to circumvent the regulations or are they to be avoided in a bid to fully comply with legislative changes to the marketing of children’s foods and beverages.
• The micro-trends in food and beverage labelling are in many ways become a standards rather than a USP. Manufactures must now look to deliver product authenticity and naturalness in kids products yet utilising new product and packing innovations. Such innovations are discussed in this report.
Key findings from this report
• From 2009, Business Insights forecasts that the growth of the kids’ food and beverage market will remain fairly flat although still positive, at a CAGR of around 1.2% to 2013. This is in line with economic projections from the Federal Reserve suggesting a return to typical GDP growth of 2–3% in 2010, with inflation remaining at standard levels of around 1–2%.
• The combined European members of the G7 represent a total market value of .3bn in 2009, making Europe important for those looking to enter or expand in the kids’ foods and beverage category and succeed in the long run.
• The US market for kids’ foods and beverages is dominated by soft drinks, which make up almost 40% of the category as a whole.
• Outside of the US, Europe is the largest market for ‘natural’ and healthy products, with Western European countries such as Germany, the UK, France and Italy impacting global food and beverage trends. Of all categories, dairy is the largest (23%), representing Europe’s interest in all things dairy, from cheeses to probiotic yoghurts.
Key questions answered
• What are the latest trends in the market food health kids foods and beverages? And which products are already capitalising?
• What lessons can be learned for the nutrition and health claims regulation in the EU and product claim litigation in the US to avoid unwanted and brand damaging media attention?
• What kids products/brands have been damaged by litigation and regulation in the US over the past 5 years?
• What new products are defining the future of the kids marketed based of packaging, claims and positioning?
• Which European country has one of the highest obesity rates in children and still not being capitalised on in the health foods market?
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