Trends in Kids' Nutrition

SUMMARY

Overview

Introduction

Module 1 of the Targeting Children Review Report

TABLE OF CONTENTS

• Datamonitor View
  • CATALYST
  • SUMMARY
• Table of Contents
• Table of figures
• Table of tables
• THE FUTURE DECODED
  • INTRODUCTION: Delivering healthy nutrition for kids is aburgeoning and topical area of product development
  • TREND: Childhood obesity and other nutrition relateddiseases are increasing as media coverage of the issue intensifies
    • Obesity rates are increasing across Europe, the US andAsia-Pacific
      • Roughly a third of children in the US and Europe areoverweight
      • Obesity in childhood is likely to develop into obesity inadulthood, increasing the risk of heart disease, diabetes or cancer inlater life
      • The majority of European adults also believe there aremore overweight children now
    • The onset of type 2 diabetes (T2DM) is occurring at anearlier age
    • Takeouts and implications: the growing prevalence ofchildhood obesity will act as a major catalyst for change in kids'nutrition
  • TREND: Global media coverage about childhood obesity is onthe rise
    • Food advertising is being heavily criticized, and in manyinstances blamed for kids' eating habits
    • Negative images associated with poor nutrition willaccentuate parental interest in healthy or 'better-for-you' alternatives
    • Takeouts and implications: the media intensity surroundingkids' nutrition, especially childhood obesity, exacerbates the need forthe industry to respond proactively
  • TREND: Obesogenic environments are contributing to risingobesity rates among children
    • Car-centric lifestyles are rife and contribute todeclining physical activity among kids
      • Programs to combat the childhood obesity epidemic arelikely to proliferate in the next few years
    • Takeouts and implications: Obesogenic environments andlifestyles contribute to growing childhood obesity
  • INSIGHT: Kids' consumption habits presents manyopportunities in food and drink categories
    • Kids account for a greater proportion of consumption valuein indulgent product categories
      • Dairy consumption is a development opportunity inAsia-pacific
    • Kids have a clear preference for carbonated sodas
    • Takeouts and implications: kids' consumption leaves manyopportunities in food and drink categories
  • INSIGHT: Parental attitudes and approaches to kids'nutrition vary greatly
    • Mothers and their background are usually the 'gatekeepers'of child nutrition
    • Around a third of parents appear to be explicitlyconcerned about foods aimed specifically at kids
    • Many parents suffer from an 'optimistic bias' or aresimply in denial bout children's weight
    • Parents tend to place more importance on their child'shealth than their own and they typically hold themselves primarilyresponsible for their kids' food and beverage choices
    • Evidence suggests that healthier, more nutritious choicesare becoming increasingly important to parents
    • Giving in to kids' demands remains an ongoing battle forparents
    • Takeouts and implications: parents are trying to make morenutritious choices for their kids, but many experience difficultiessurrounding this
  • INSIGHT: Many kids' diets are deficient in a number of keynutrients
    • Children's diets often mimic those of their parentsleading to similar deficiencies
    • Children lack micro nutrients from fruit and vegetables
    • Diet deficiencies have other negative health implicationswhich are not helped by the relatively high frequency by which kids skipmain meals, especially breakfast
    • Takeouts and implications: dietary deficiencies createnotable opportunities for nutritional supplements and functional foods
  • INSIGHT: Education is key to encouraging children to makebetter food choices
    • Food advertising has a huge impact on kids, but can beused more positively
    • The educational environment is key to shaping children'seating habits
      • European consumers feel education is the way forward forimproving children's diets
      • German consumer research shows the importance of educatingchildren early in life
    • Takeouts and implications: making nutritional education ofboth parents and kids should be priority
  • INSIGHT: There are a number of growth opportunities inoffering healthier products to kids
    • Functional foods are filtering into children's products
      • Brain or 'mood foods' may be seen as more important forkids in future
      • Energizing products may see kids better balanced each day
    • Organic and natural are becoming popular with parents
      • High fruit content is an opportunity to help make childrenhealthier
    • Better-for-you products are necessary to instill betterdietary habits
      • Offering portion control is a simple way to help limitcalorie intake
• ACTION POINTS
  • ACTION: Make nutritional education of both parents andkids a priority
    • Base nutritional advice on the long-term health needs ofchildren not on corporate profit
    • Help parents to understand a balanced view of nutrition
    • Encourage parents to widen their choice of foods topromote diversity among children
    • Look for opportunities to nutritionally educate kidsthemselves
  • ACTION: Eradicate the 'bad' unnatural ingredients
    • Reformulate products to remove the 'unnatural' trans fats
    • Remove High Fructose Corn Syrup (HFCS) from snacks anddrinks
    • Reducing and then eradicating the use of additives (suchas preservatives and coloring) in food products must be the short andlong-term goal
  • ACTION: Add in more 'good' ingredients to food andbeverages targeting children
    • Whole grains are popular ingredients in many food anddrink products and are riding a current wave of popularity
    • Add fiber to improve digestion
    • Consider adding Omega oils where relevant and credible
    • Fortify with vitamins and calcium to improve children'sdiets
    • Undertake sensory profiling tests to determine productfavorability
      • Involve kids in the product development process
  • ACTION: Emphasize enjoyment and how you can leveragedifferent dimensions of fun
    • There are numerous dimensions associated with fun
  • ACTION: Make societal marketing a priority
  • ACTION: Avoid misleading advertising
• APPENDIX
  • Additional data
  • Definitions
  • Methodology
  • References and further reading
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer
• List of Tables
  • Table 1: Obese and overweight children* (5-13 year olds)by country and region (% and millions), Asia-Pacific, Europe and US,2002-2012
  • Table 2: Kids (aged 5-13) per capita consumption (US$),in selected food categories, Asia-Pacific,* Europe and US, 2007
  • Table 3: Kids (aged 5-13) per capita consumption (US$),in selected drinks categories, Asia-Pacific,* Europe and US, 2007
  • Table 4: Kids (aged 5-13) per capita consumption (US$),in selected food categories by country, US & Europe, 2007
  • Table 5: Kids (aged 5-13) per capita consumption (US$),in selected food categories by country, Asia-pacific, 2007
  • Table 6: Kids (aged 5-13) per capita consumption (US$),in selected drinks categories by country, US & Europe, 2007
  • Table 7: Kids (aged 5-13) per capita consumption (US$),in selected drinks categories by country, Asia-pacific, 2007
  • Table 8: Market share by value (US$) of 5-13 year oldsin selected food and drinks categories by country, US & Europe, 2007
  • Table 9: Market share by value (US$) of 5-13 year oldsin selected food and drinks categories by country, Asia-pacific, 2007
  • Table 10: Over-consumption of 5-13 year olds in selectedfood and drinks categories by country, US & Europe, 2007
  • Table 11: Over-consumption of 5-13 year olds in selectedfood and drinks categories by country, Asia-pacific, 2007
• List of Figures
  • Figure 1: Kids are made up of two demographics: Children(5-9 year olds) and Tweens (10-13 year olds)
  • Figure 2: Threats and opportunities are present in equalmeasure in kids' nutrition
  • Figure 3: European consumers perceive that childhoodobesity is worsening
  • Figure 4: Kids' nutrition is an increasingly importantissue for print media channels
  • Figure 5: Most European consumers feel advertising hassome effect on kids' dietary habits
  • Figure 6: Americans feel that food advertisingcontributes to childhood obesity, but attach more responsibility withparents
  • Figure 7: Negative images associated with poor nutritionwill accentuate parent interest in healthy or better-for-you alternatives
  • Figure 8: Kids snack more than most other age groups inEurope and the US
  • Figure 9: Parents are looking to moderate certain foodand beverage types and they are focusing on the inherently good content(or added nutrition) within food and drink which is symptomatic of thecontinuum of healthy eating behaviors of the population more generally
  • Figure 10: Most European consumers think betternutritional education for parents is essential
  • Figure 11: Functional foods are a key trend in adultfoods and may become more prominent in kids' foods
  • Figure 12: Brain foods may become a growth area forchildren's products
  • Figure 13: Energizing products must help to balanceenergy levels
  • Figure 14: Organic products are available in a host ofchildren's products
  • Figure 15: High fruit content is an important route tochildren's required five-a-day
  • Figure 16: Calorie-controlled products can be fun andnot just diet options
  • Figure 17: Removing trans fats is an 'easy win' toimprove the perceived healthiness of a food product
  • Figure 18: Using natural sweeteners is more appealing toconcerned parents
  • Figure 19: Wholegrains should move beyond bakery andcereal products
  • Figure 20: Added fiber is a development being pursued inmany product categories
  • Figure 21: Omega oils are thought to be good for theheart and the brain
  • Figure 22: Vitamins have long been associated with goodhealth
  • Figure 23: Making food fun is important to attractchildren
  • Figure 24: There are numerous dimension kids associatewith 'fun'
  • Figure 25: European consumers would like to see morechildren taking exercise
  • Figure 26: Unclear advertising could negatively affectsales