Since Mintel last reported on the market for childrens snacks in July 2003 value sales have
continued to grow in spite of declining sales of adult crisps and snacks. Childrens products have
increasingly claimed a larger share of the overall snacks market, showing a growth which is expected
to continue in 2005. Positive growth in PDI and consumer expenditure along with a rise in the number
of working mothers should lead to higher pocket money and greater freedom for children to feed
themselves -- all positive factors for the childrens snack market. There has been very little
NPD, but sales have been consolidated by significant marketing support for existing brands and brand
extensions.
However the market does face some challenges, none greater than the government-led campaign to
tackle childhood obesity. The Government has called for manufacturers to adhere to a voluntary
agreement to reduce fat, salt and sugar in childrens foods. Furthermore, it has set down measures
for advertising to be closely monitored until 2007 when a Government intervention will be considered
if standards have not been met.
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