“The kids’ food market gained attention after the turn-of-the-
According to the report, the kids’ food market is a broad and complex one, spanning numerous categories and product segments. Packaged Facts qualifies a food as being a kids’ food when it has a taste kids love; nutrition kids need; or entertainment kids crave. Ideally the product would possess all three of these characteristics through formulation, packaging, and marketing.
Packaged Facts estimates that retail sales of kids’ foods hit the $10 billion mark at the end of 2010. This includes sales from all retail channels and reflects an increase of 25% from 2005. The report divides the market into eight segments: frozen foods, dairy products, beverages, cereal, produce, meals (shelf-stable)
At more than $2 billion, the frozen foods segment is the largest in the market, accounting for 23% of retail sales. Beverages come in second, followed by dairy products. Interestingly, what makes frozen foods the largest segment is the sub-category of ice cream/novelties, a very flat business that nevertheless can prove irresistible to kids and parents alike when featuring popular cartoon characters such as Shrek or Dora the Explorer. The beverage segment is large because of the abundance of conveniently packaged aseptic juices and juice drinks in boxes and pouches. Dairy products lead in the kids’ market, with yogurt—one of the leading foods served to kids as a snack—driving sales.
Packaged Facts further estimates that in 2010, 40%, or $4 billion of the kids’ food market, could be described as having some better-for-you element, a revelation in harmony with the industry’s increasingly health-conscious focus. This includes products with claims such as “made with whole wheat” and “lower sugar.” The other 60%, or $6 billion of products, are described as traditional. The primary sub-category that keeps the traditional segment in the lead is ice cream/novelties business.
Kids Food and Beverage Market in the U.S. report focuses on retail-packaged food and beverage products, or simply foods, targeted to children in the 2- to 12-year-old age group. For further information, please visit http://www.packagedfacts.com/
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About Packaged Facts – Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer goods and retailing, foods and beverages, demographics, pet products and services, and financial products. Packaged Facts also offers a full range of custom research services. To learn more, visit: www.packagedfacts.com. Follow us on Facebook, LinkedIn and Twitter.