Table of Contents
- Datamonitor View
- Table of Contents
- Table of figures
- Table of tables
- THE FUTURE DECODED
- INTRODUCTION: Delivering healthy nutrition for kids is a burgeoning and
topical area of product development
- TREND: Childhood obesity and other nutrition related diseases are
increasing as media coverage of the issue intensifies
- Obesity rates are increasing across Europe, the US and Asia-Pacific
- Roughly a third of children in the US and Europe are overweight
- Obesity in childhood is likely to develop into obesity in adulthood,
increasing the risk of heart disease, diabetes or cancer in later life
- The majority of European adults also believe there are more
overweight children now
- The onset of type 2 diabetes (T2DM) is occurring at an earlier age
- Takeouts and implications: the growing prevalence of childhood obesity
will act as a major catalyst for change in kids' nutrition
- TREND: Global media coverage about childhood obesity is on the rise
- Food advertising is being heavily criticized, and in many instances
blamed for kids' eating habits
- Negative images associated with poor nutrition will accentuate parental
interest in healthy or ' better-for-you' alternatives
- Takeouts and implications: the media intensity surrounding kids'
nutrition, especially childhood obesity, exacerbates the need for the
industry to respond proactively
- TREND: Obesogenic environments are contributing to rising obesity rates
among children
- Car-centric lifestyles are rife and contribute to declining physical
activity among kids
- Programs to combat the childhood obesity epidemic are likely to
proliferate in the next few years
- Takeouts and implications: Obesogenic environments and lifestyles
contribute to growing childhood obesity
- INSIGHT: Kids' consumption habits presents many opportunities in food and
drink categories
- Kids account for a greater proportion of consumption value in indulgent
product categories
- Dairy consumption is a development opportunity in Asia-pacific
- Kids have a clear preference for carbonated sodas
- Takeouts and implications: kids' consumption leaves many opportunities
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 explicitly concerned about foods
aimed specifically at kids
- Many parents suffer from an ' optimistic bias' or are simply in denial
bout children' s weight
- Parents tend to place more importance on their child' s health than
their own and they typically hold themselves primarily responsible for
their kids' food and beverage choices
- Evidence suggests that healthier, more nutritious choices are becoming
increasingly important to parents
- Giving in to kids' demands remains an ongoing battle for parents
- Takeouts and implications: parents are trying to make more nutritious
choices for their kids, but many experience difficulties surrounding this
- INSIGHT: Many kids' diets are deficient in a number of key nutrients
- Children' s diets often mimic those of their parents leading to similar
deficiencies
- Children lack micro nutrients from fruit and vegetables
- Diet deficiencies have other negative health implications which are not
helped by the relatively high frequency by which kids skip main meals,
especially breakfast
- Takeouts and implications: dietary deficiencies create notable
opportunities for nutritional supplements and functional foods
- INSIGHT: Education is key to encouraging children to make better food
choices
- Food advertising has a huge impact on kids, but can be used more
positively
- The educational environment is key to shaping children' seating habits
- European consumers feel education is the way forward for improving
children' s diets
- German consumer research shows the importance of educating children
early in life
- Takeouts and implications: making nutritional education of both parents
and kids should be priority
- INSIGHT: There are a number of growth opportunities in offering healthier
products to kids
- Functional foods are filtering into children' s products
- Brain or ' mood foods' may be seen as more important for kids 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 children healthier
- Better-for-you products are necessary to instill better dietary habits
- Offering portion control is a simple way to help limit calorie intake
- ACTION POINTS
- ACTION: Make nutritional education of both parents and kids a priority
- Base nutritional advice on the long-term health needs of children not
on corporate profit
- Help parents to understand a balanced view of nutrition
- Encourage parents to widen their choice of foods to promote diversity
among children
- Look for opportunities to nutritionally educate kids themselves
- ACTION: Eradicate the ' bad' unnatural ingredients
- Reformulate products to remove the ' unnatural' trans fats
- Remove High Fructose Corn Syrup (HUFFS) from snacks anddrinks
- Reducing and then eradicating the use of additives (such as
preservatives and coloring) in food products must be the short
and long-term goal
- ACTION: Add in more ' good' ingredients to food and beverages targeting
children
- Whole grains are popular ingredients in many food and drink 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' s diets
- Undertake sensory profiling tests to determine product favorability
- Involve kids in the product development process
- ACTION: Emphasize enjoyment and how you can leverage different 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$) of 5-13 year olds in selected food
and drinks categories by country, US & Europe, 2007
- Table 9: Market share by value (US$) of 5-13 year olds in selected food
and drinks categories by country, Asia-pacific, 2007
- Table 10: Over-consumption of 5-13 year olds in selected food and drinks
categories by country, US & Europe, 2007
- Table 11: Over-consumption of 5-13 year olds in selected food 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 equal measure in kids'
nutrition
- Figure 3: European consumers perceive that childhood obesity is worsening
- Figure 4: Kids' nutrition is an increasingly important issue for print
media channels
- Figure 5: Most European consumers feel advertising has some effect on
kids' dietary habits
- Figure 6: Americans feel that food advertising contributes to childhood
obesity, but attach more responsibility with parents
- Figure 7: Negative images associated with poor nutrition will accentuate
parent interest in healthy or better-for-you alternatives
- Figure 8: Kids snack more than most other age groups in Europe and the US
- Figure 9: Parents are looking to moderate certain food and beverage types
and they are focusing on the inherently good content(or added nutrition)
within food and drink which is symptomatic of the continuum of healthy eating
behaviors of the population more generally
- Figure 10: Most European consumers think better nutritional education for
parents is essential
- Figure 11: Functional foods are a key trend in adult foods and may become
more prominent in kids' foods
- Figure 12: Brain foods may become a growth area for children's products
- Figure 13: Energizing products must help to balance energy levels
- Figure 14: Organic products are available in a host of children' s products
- Figure 15: High fruit content is an important route to children's
required five-a-day
- Figure 16: Calorie-controlled products can be fun and not just diet
options
- Figure 17: Removing trans fats is an ' easy win' to improve the perceived
healthiness of a food product
- Figure 18: Using natural sweeteners is more appealing to concerned parents
- Figure 19: Whole grains should move beyond bakery and cereal products
- Figure 20: Added fiber is a development being pursued in many product
categories
- Figure 21: Omega oils are thought to be good for the heart and the brain
- Figure 22: Vitamins have long been associated with good health
- Figure 23: Making food fun is important to attract children
- Figure 24: There are numerous dimension kids associate with ' fun'
- Figure 25: European consumers would like to see more children taking
exercise
- Figure 26: Unclear advertising could negatively affect sales
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