Kids' Beverages in the U.S.

Table of Contents

Chapter 1 Executive Summary

• Scope
• Report Methodology
• Market Size and Growth
  • Retail Sales Decline to $4.6 Billion
  • Figure 1-1 U.S. Retail Sales for Kids' Beverage Products, 2003-2007 (in million $)
  • Segment Sales Overview
  • Table 1-1 U.S. Retail Sales for Kids' Beverage Products by Category, 2003-2007 (in million $)
  • Figure 1-2 Estimated U.S. Market Share of Kids' Beverage Products
  • by Category, 2007 (%)
  • Kraft and Nestlé Reign
  • Table 1-2 Top 10 IRI-tracked Kids' Beverage Marketers, 2003-2007 (in million $)
  • Capri Sun, Juicy Juice Top Sellers
  • Table 1-3 Top 10 IRI-tracked Kids' Beverage Brands, 2003-2007 (in million $)
• Market Forecast
  • Market to Reach $5.8 Billion by 2012
  • Figure 1-3 Forecasted U.S. Retail Sales for Kids' Beverage Products, 2007-2012 (in billion $)
• Market and Product Trends
  • Kids' Beverage Introductions Slowed in 2007
  • Benefits Seeing Most Traction
  • Health Benefits: The Missing Link
  • Product Innovation
  • New Wave of Adult Beverages May Ripple
  • Kid Marketers Taken to Task
  • Marketing and Promotion
    • Consumer Advertising Expenditures
    • Table 1-4 Selected Kids' Beverage Brand Advertising Spends, 2006 (in thousand $)
    • Marketing Platforms Must Expand in Sensitive Times
    • Keep Marketing Friendly and Light
    • Keep Up the Cool Quotient with Licensing
    • Outside of the TV Box
    • Pass on Mass
    • Packaging Plays a Critical Role in Kids' Products
    • Responsible Product Marketing to Kids
  • Kid Consumer Demographics
    • Kids' Population Totals 36.1 Million
    • Table 1-5 U.S. Kids' Population by Single Year of Age, 2007
    • Kids' to Account for Smaller Portion of Population
    • Minority Kids Now More Than 40% of Kids' Population
    • Milk, Juice and Water Near Total Penetration
    • Room for Flavor Innovation
    • Simmons' Data on Advertising Attitudes

Chapter 2 The Kids' Beverage Market

• Scope
• Report Methodology
• An Introduction to the Kids' Food & Beverage Market
  • Regulatory Overview
  • Labeling Overview
  • A Variety of Possible Claims
  • Allergen Issues
  • Product Recall Always Possible
• Market Size and Growth
  • Retail Sales Decline to $4.6 Billion
  • Figure 2-1 U.S. Retail Sales for Kids' Beverage Products, 2003-2007 (in million $)
  • Table 2-1 U.S. Retail Sales for Kids' Beverage Products and Year-over-Year % Change, 2003-2007
  • Non-Alcoholic Beverages Up, Kids' Beverages Down
  • Figure 2-2 U.S. Retail Sales for Total Non-Alcoholic Beverage
  • Products (in billion $) and Kids' Beverage Products as a Percentage of Total, 2003-2007
  • Table 2-2 U.S. Retail Sales for Total Non-Alcoholic Beverage
  • Products and Year-over-Year % Change, 2003-2007
  • Will Water Squash the Juice Box?
  • Table 2-3 U.S. Retail Sales for Kids' Beverage Products by Category, 2003-2007 (in million $)
  • Figure 2-3 Estimated U.S. Market Share of Kids' Beverage Products by Category, 2007 (%)
  • Kraft and Nestlé Reign
  • Table 2-4 Top 20 IRI-tracked Kids' Beverage Marketers, 2003-2007 (in million $)
  • Figure 2-4 Estimated IRI-tracked Market Share of Top 10 Kids'
  • Beverage Marketers, 2007 (%)
  • Juicy Juice, Frusion and Minute Maid Juice Box Lead in Growth
  • Table 2-5 Top 20 IRI-tracked Kids' Beverage Brands, 2003-2007 (in million $)
  • Figure 2-5 Estimated IRI-tracked Market Share of Top 10 Kids' Beverage Brands, 2007 (%)
  • Sales of Recent Product Introductions
  • Table 2-6 Top 10 IRI-tracked New/Recent Kids' Beverage Brands, 2006-2007 (in million $)
• Market Forecast
  • Market to Reach $5.8 Billion by 2012
  • Figure 2-6 Forecasted U.S. Retail Sales for Kids' Beverage Products, 2007-2012 (in billion $)

Chapter 3 Corporate Profiles

• The Companies
• Table 3-1 Kids' Beverage Marketers with New Product Introductions in the Past 12 Months, 2007
• The Coca-Cola Co.
  • Company Overview
  • Selected Brand Performance
  • Table 3-2 IRI-tracked Sales of Coca-Cola Kids' Beverage Products, 2003-2007 (in million $)
  • Table 3-3 Selected Brand Portfolio of Coca-Cola Kids' Beverage Products
  • Selected Activity
• The Dannon Co., Inc.
  • Company Overview
  • Selected Brand Performance
  • Table 3-4 IRI-tracked Sales of Dannon Kids' Beverage Products, 2003-2007 (in million $)
  • Selected Activity
• Hansen Natural Corp.
  • Company Overview
  • Selected Brand Performance
  • Table 3-5 IRI-tracked Sales of Hansen Natural Kids' Beverage Products, 2003-2007 (in million $)
  • Selected Activity
• Kraft Foods, Inc.
  • Company Overview
  • Seleted Brand Performance
  • Table 3-6 IRI-tracked Sales of Kraft Foods Kids' Beverage Products, 2003-2007 (in million $)
  • Table 3-7 Brand Portfolio of Kraft Foods Sports Nutritional Products
  • Selected Activity
• Nestlé S.A.
  • Company Overview
  • Selected Brand Performance
  • Table 3-8 IRI-tracked Sales of Nestlé Kid' s Beverage Products, 2003-2007 (in million $)
  • Table 3-9 Brand Portfolio of Nestlé Kids' Beverage Products
  • Selected Activity

Chapter 4 Market and Product Trends

• Overview of Kids' Beverage Introductions
• Table 4-1 New Food & Beverage Product Introductions: Total vs. Kids' Products, 2003-2007
• Table 4-2 New Kids' Beverage Product Introductions by Selected Segments, 2003-2007
• Table 4-3 Top Kids' Beverage Trends by Number of New Product Introduction Benefit Tags, 2003-2007
• Health Benefits: The Missing Link
• It' s All About Value-Added
• Table 4-4 Percentage of 6 to 11-Year-Olds Who Purchased Bottled
• Water from a School Vending Machine, 2004 vs. 2006
• Private Label May Energize
• Product Innovation
• Table 4-5 Selected Kids' Beverage Flavors by Number of New
• Product Introduction Package Tags, 2007
• New Wave of Adult Beverages May Ripple
• Kid Marketers Taken to Task
• More Legislative and Regulatory Issues

Chapter 5 Marketing and Promotion

• Consumer Advertising Expenditures
• Table 5-1 Selected Kids' Beverage Brand Advertising Spends, 2006 (in thousand $)
• Marketing Platforms Must Expand in Sensitive Times
• Keep Marketing Friendly and Light
• Table 5-2 Children' s Response to Advertising Elements and TV Commercials, 2006
• Keep Up the Cool Quotient with Licensing
• Table 5-3 Top 5 Licensing Properties for Kids Age 6-11: Gender
• Neutral, Boys and Girls, 2007
• Outside of the TV Box
• Table 5-4 U.S. Advertising Spending on Social Networking Websites, 2006-2011
• Pass on Mass
• Packaging Plays a Critical Role in Kids' Products
• Responsible Product Marketing to Kids

Chapter 6 Kid Consumer Demographics

• Kids' Population Totals 36.1 Million
• Table 6-1 U.S. Kids' Population by Single Year of Age, 2007
• Table 6-2 U.S. Kids' Population vs. Total U.S. Population, 2007
• Table 6-3 Selected Age Groups as a Percentage of the U.S. Population, 2000, 2005, 2010 and 2015
• Table 6-4 U.S. Population by Age Group, 2000, 2005, 2010 and 2015 (in millions)
• Minority Kids Now More Than 40% of Kids' Population
• Table 6-5 U.S. Population of 3 to 11-Year-Olds by Race and Hispanic Origin, 2005
• Table 6-6 U.S. Population of Kids Under Age 14 by Race and Hispanic Origin, 2005 vs. 2010
• Table 6-7 Non-Hispanic Whites vs. Minorities as a Percentage of the U.S. Population by Age Group, 2004
• Table 6-8 Race and Hispanic Origin of U.S. 3 to 11-Year-Olds by Age Group, 2004 (in thousands)
• Consumer Expenditures
• Table 6-9 Average Annual U.S. Consumer Expenditures on Non-Alcoholic Beverages for Husband-Wife Families with All Children Under 6 vs. All Children Under 17, 1997-2006
• Households with Kids: Beverage Penetration
  • The Simmons Survey System
  • Milk, Juice and Water Near Total Penetration
  • Table 6-10 Percentage of U.S. Households Using Non-Alcoholic Beverages by Category: All Households vs. Households with Kids, 2007
  • Room for Flavor Innovation
  • Table 6-11 Kids' Beverage Preferences, 2007
  • Simmons' Data on Advertising Attitudes
  • Table 6-12 Advertising Attitudes Among 6 to 11-Year-Old Boys vs. Girls, 2007
  • Table 6-13 Ad Receptivity for 6 to 11-Year-Olds by Demographic Characteristic, 2007
  • Table 6-14 Attitudes Toward Advertising to Children Among Parents with 3 to 11-Year-Olds, by Demographic Characteristic, 2007