June 17, 2008 10:31 ET

High Growth Forecasted for the Trends in Kids' Nutrition-Opportunities and threats in the context of escalating childhood obesity

LONDON, UNITED KINGDOM--(Marketwire - June 17, 2008) - announces that a new market research report related to the Consumer trends industry is available in its catalogue.


Datamonitor forecasts that over 35% of European kids aged 5-13 will be overweight or obese by 2012. In the US, this figure will surpass 40% while Asia-Pac, in particular China, is seeing the fastest increase in the percentage of overweight or obese kids. This report identifies the opportunities and threats apparent to food and beverage manufacturers in the context of escalating childhood obesity


Identifies the major challenges and opportunities confronting the food and beverage industry in the provision of food and beverages for kids Global coverage: offers global examples of 'on-trend' innovation and provides key supporting consumer data for Europe, the US and Asia-Pac. Detailed recommendations and interpretation offering practical strategies based on the trends and insights uncovered in the report One of a series of three demographic-specific reports designed to help FMCG companies successfully innovate their kid-focused products


In Europe between 93% and 97% of consumers by country believe food marketing has some degree of impact on children's eating habits. If childhood obesity continues to rise then advertising bans of certain foods are likely to become more widespread Analysis of the consumption data presented in this report shows that kids tend to consume more than the overall population in many indulgent product categories. Deeper analysis shows that Asia-Pacific kids' consumption lags behind the average in bakery and cereals In Europe, consumer sentiment indicates that the most popular proposed methods for making kids healthier (and for improving their eating habits) include better information for parents and more nutrition education in schools, followed by restrictions on advertising of less nutritionally balanced food and drinks

Reasons to Purchase

Understand the attitudes driving the consumption behavior of 5-13 year olds and their parents Obtain exclusive food and beverage consumption and obesity data for kids in the US, Europe and Asia-Pacific Ideation and inspiration: spark new ideas by learning from innovative 'on-trend' products embracing opportunities in kids' nutrition.

Datamonitor View 1



Table of Contents 1

Table of figures 2

Table of tables 3


INTRODUCTION: Delivering healthy nutrition for kids is a burgeoning and topical area of product development 4

TREND: Childhood obesity and other nutrition related diseases are increasing as media coverage of the issue intensifies 5

Obesity rates are increasing across Europe, the US and Asia-Pacific 5

Roughly a third of children in the US and Europe are overweight 6

Obesity in childhood is likely to develop into obesity in adulthood, increasing the risk of heart disease, diabetes or cancer in later life 6

The majority of European adults also believe there are more overweight children now 8

The onset of type 2 diabetes (T2DM) is occurring at an earlier age 8

Takeouts and implications: the growing prevalence of childhood obesity will act as a major catalyst for change in kids' nutrition 9

TREND: Global media coverage about childhood obesity is on the rise 10

Food advertising is being heavily criticized, and in many instances blamed for kids' eating habits 10

Negative images associated with poor nutrition will accentuate parental interest in healthy or 'better-for-you' alternatives 12

Takeouts and implications: the media intensity surrounding kids' nutrition, especially childhood obesity, exacerbates the need for the industry to respond proactively 13

TREND: Obesogenic environments are contributing to rising obesity rates among children 13

Car-centric lifestyles are rife and contribute to declining physical activity among kids 13

Programs to combat the childhood obesity epidemic are likely to proliferate in the next few years 14

Takeouts and implications: Obesogenic environments and lifestyles contribute to growing childhood obesity 15

INSIGHT: Kids' consumption habits presents many opportunities in food and drink categories 15

Kids account for a greater proportion of consumption value in indulgent product categories 15

Dairy consumption is a development opportunity in Asia-pacific 16

Kids have a clear preference for carbonated sodas 17

Takeouts and implications: kids' consumption leaves many opportunities in food and drink categories 18

INSIGHT: Parental attitudes and approaches to kids' nutrition vary greatly 18

Mothers and their background are usually the 'gatekeepers' of child nutrition 19

Around a third of parents appear to be explicitly concerned about foods aimed specifically at kids 19

Many parents suffer from an 'optimistic bias' or are simply in denial bout children's weight 20

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 21

Evidence suggests that healthier, more nutritious choices are becoming increasingly important to parents 22

Giving in to kids' demands remains an ongoing battle for parents 24

Takeouts and implications: parents are trying to make more nutritious choices for their kids, but many experience difficulties surrounding this 25

INSIGHT: Many kids' diets are deficient in a number of key nutrients 25

Children's diets often mimic those of their parents leading to similar deficiencies 26

Children lack micro nutrients from fruit and vegetables 26

Diet deficiencies have other negative health implications which are not helped by the relatively high frequency by which kids skip main meals, especially breakfast 27

Takeouts and implications: dietary deficiencies create notable opportunities for nutritional supplements and functional foods 27

INSIGHT: Education is key to encouraging children to make better food choices 28

Food advertising has a huge impact on kids, but can be used more positively 28

The educational environment is key to shaping children's eating habits 28

European consumers feel education is the way forward for improving children's diets 29

German consumer research shows the importance of educating children early in life 30

Takeouts and implications: making nutritional education of both parents and kids should be priority 31

INSIGHT: There are a number of growth opportunities in offering healthier products to kids 31

Functional foods are filtering into children's products 31

Brain or 'mood foods' may be seen as more important for kids in future 32

Energizing products may see kids better balanced each day 33

Organic and natural are becoming popular with parents 34

High fruit content is an opportunity to help make children healthier 34

Better-for-you products are necessary to instill better dietary habits 35

Offering portion control is a simple way to help limit calorie intake 35


ACTION: Make nutritional education of both parents and kids a priority 37

Base nutritional advice on the long-term health needs of children not on corporate profit 37

Help parents to understand a balanced view of nutrition 37

Encourage parents to widen their choice of foods to promote diversity among children 37

Look for opportunities to nutritionally educate kids themselves 38

ACTION: Eradicate the 'bad' unnatural ingredients 38

Reformulate products to remove the 'unnatural' trans fats 39

Remove High Fructose Corn Syrup (HFCS) from snacks and drinks 39

Reducing and then eradicating the use of additives (such as preservatives and coloring) in food products must be the short and long-term goal 40

ACTION: Add in more 'good' ingredients to food and beverages targeting children 40

Whole grains are popular ingredients in many food and drink products and are riding a current wave of popularity 41

Add fiber to improve digestion 41

Consider adding Omega oils where relevant and credible 42

Fortify with vitamins and calcium to improve children's diets 44

Undertake sensory profiling tests to determine product favorability 45

Involve kids in the product development process 45

ACTION: Emphasize enjoyment and how you can leverage different dimensions of fun 45

There are numerous dimensions associated with fun 46

ACTION: Make societal marketing a priority 48

ACTION: Avoid misleading advertising 49


Additional data 50

Definitions 55

Methodology 55

References and further reading 56

Ask the analyst 57

Datamonitor consulting 57

Disclaimer 57

List of Tables

Table 1: Obese and overweight children(i) (5-13 year olds) by country and region (% and millions), Asia-Pacific, Europe and US, 2002-2012 7

Table 2: Kids (aged 5-13) per capita consumption (US$), in selected food categories, Asia-Pacific,(i) Europe and US, 2007 16

Table 3: Kids (aged 5-13) per capita consumption (US$), in selected drinks categories, Asia-Pacific,(i) Europe and US, 2007 18

Table 4: Kids (aged 5-13) per capita consumption (US$), in selected food categories by country, US & Europe, 2007 50

Table 5: Kids (aged 5-13) per capita consumption (US$), in selected food categories by country, Asia-pacific, 2007 51

Table 6: Kids (aged 5-13) per capita consumption (US$), in selected drinks categories by country, US & Europe, 2007 52

Table 7: Kids (aged 5-13) per capita consumption (US$), in selected drinks categories by country, Asia-pacific, 2007 52

Table 8: Market share by value (US$) of 5-13 year olds in selected food and drinks categories by country, US & Europe, 2007 53

Table 9: Market share by value (US$) of 5-13 year olds in selected food and drinks categories by country, Asia-pacific, 2007 53

Table 10: Over-consumption of 5-13 year olds in selected food and drinks categories by country, US & Europe, 2007 54

Table 11: Over-consumption of 5-13 year olds in selected food and drinks categories by country, Asia-pacific, 2007 54

List of Figures

Figure 1: Kids are made up of two demographics: Children (5-9 year olds) and Tweens (10-13 year olds) 4

Figure 2: Threats and opportunities are present in equal measure in kids' nutrition 5

Figure 3: European consumers perceive that childhood obesity is worsening 8

Figure 4: Kids' nutrition is an increasingly important issue for print media channels 10

Figure 5: Most European consumers feel advertising has some effect on kids' dietary habits 11

Figure 6: Americans feel that food advertising contributes to childhood obesity, but attach more responsibility with parents 12

Figure 7: Negative images associated with poor nutrition will accentuate parent interest in healthy or better-for-you alternatives 12

Figure 8: Kids snack more than most other age groups in Europe and the US 17

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 23

Figure 10: Most European consumers think better nutritional education for parents is essential 30

Figure 11: Functional foods are a key trend in adult foods and may become more prominent in kids' foods 32

Figure 12: Brain foods may become a growth area for children's products 33

Figure 13: Energizing products must help to balance energy levels 33

Figure 14: Organic products are available in a host of children's products 34

Figure 15: High fruit content is an important route to children's required five-a-day 35

Figure 16: Calorie-controlled products can be fun and not just diet options 36

Figure 17: Removing trans fats is an 'easy win' to improve the perceived healthiness of a food product 39

Figure 18: Using natural sweeteners is more appealing to concerned parents 40

Figure 19: Wholegrains should move beyond bakery and cereal products 41

Figure 20: Added fiber is a development being pursued in many product categories 42

Figure 21: Omega oils are thought to be good for the heart and the brain 43

Figure 22: Vitamins have long been associated with good health 44

Figure 23: Making food fun is important to attract children 46

Figure 24: There are numerous dimension kids associate with 'fun' 47

Figure 25: European consumers would like to see more children taking exercise 48

Figure 26: Unclear advertising could negatively affect sales 49

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