PUBLISHER: Packaged Facts | PRODUCT CODE: 1413731
PUBLISHER: Packaged Facts | PRODUCT CODE: 1413731
Children's Food and Beverage Market: Trends and Opportunities, 3rd Edition
When it comes to purchasing food, taste is the number one priority for most consumers. For parents, their children's willingness to eat a given food is a close second. Compared to all consumers, parents are more likely to prioritize food characteristics that provide a health halo such as high protein, healthy fats, clean label, and non-GMO.
Opportunities exist in offering products that have the taste that will get a child to accept the food and the health halo that will entice parents to buy it, given that parents tend to be more health-conscious and choosy about foods for their kids and themselves.
Products free from common allergens - such as nuts, dairy, eggs, and gluten/wheat - are also a high priority for parents, particularly those who have children with real or perceived allergies or intolerances. Some parents may also believe some allergens are generally unhealthy (especially gluten and soy) and seek out foods without these ingredients for their children.
Additionally, parents are concerned about allergy friendly foods even when their own children do not have food allergies, as their kids may have friends or peers with a food allergy that needs to be accommodated. Schools, sports teams, daycares, and other child-centric organizations sometimes restrict foods with certain allergens for all children to protect those with a food allergy. Thus, parents tend to have more reasons to avoid potential allergens (often for their kids, or for other children their kids come in contact with).
Scope of the Report
This Packaged Facts report analyses the market for children's food and beverage products. Retail sales of food and beverages marketed for children are projected to grow at an average rate of 4.6% annually through 2028.
Parent demographics, perceptions, motivations, and behavior are examined as pertaining to food and diet choice and attitudes about health, since parents purchase the vast majority of food on behalf of their children. Food habits and preferences of children, as reported by their parents, are also examined. Effects of the COVID-19 pandemic on consumers are also analyzed in a broad sense as well as in the context of children's food and beverages.
Retail sales of children's food and beverage products are provided in billion dollars from 2018 to 2022, with expected sales estimated for 2023 and sales projected from 2024 to 2028.
Retail sales in this report are defined as sales of children's food and beverage products from venues such as:
- Grocery stores, supermarkets, and discount grocers (e.g., Kroger, Safeway, ALDI)
- Mass merchandisers (e.g., Walmart, Target, Meijer) and warehouse clubs (e.g., Costco, Sam's Club, BJ's)
- Convenience stores (e.g., Pilot/Flying J, Circle K, 7-Eleven) and dollar stores (e.g., Dollar General, Family Dollar)
- Other retailers, such as co-ops, gift shops, and farmers markets
- All online outlets, including online-based grocers (e.g., Amazon, Thrive Market, FreshDirect), third-party pack-and-deliver companies that use their own workforces to purchase groceries at various stores and deliver them to customers (e.g., Instacart), brands that sell their own food products direct-to-consumer via their websites, and online sales from websites or apps of retailers in the previous categories
The report has dozens of tables showcasing numerical survey data on consumer demographics and psychographics and numerous marketing photographs. This report goes in-depth on COVID-19 and inflation trends that have affected the food and beverage market.
Primary research includes national online consumer polls of U.S. adult consumers (age 18+) conducted on an ongoing basis by Packaged Facts to analyze attitudes of parents, their relevant food and beverage preferences, and reported habits of their children.
Survey data from MRI-Simmons are used to analyze the demographics and psychographics of parents and age/number of children in the household.
Supplementing Packaged Facts' exclusive surveys are analysis of the 2022 and 2023 Food & Health Surveys conducted by the International Food Information Council, which analyze consumer food purchase decisions, diet and lifestyle choices, snacking activity, and perception of health benefits in foods.
Table of Content
Executive Summary
Parent Priorities When Buying Food
Parents Turning to Online Grocery Shopping for Convenience
Key Demographics
Scope
Recent Historical Trends from the Pandemic to the Inflation Era
Highlights
Boosted Online Grocery Shopping Activity
Frequency of Grocery Shopping in 2023: In-Person vs. Online
Use of Meal Kit Delivery Services
Snacking and Healthy Eating Habits
Trends from 2021-2022
Table Coronavirus Eating Habits: "Because of the coronavirus, I am eating more…", 2021 (percent of consumers)
- Changes to Snacking Habits in
Table Current Snacking Activity Compared to Pre-Pandemic Levels, 2023 (percent of consumers)
Concerns about COVID-19 Exposure Have Remained
Most Still Consider the Pandemic a Health Threat Personally or to Family/Friends
Table Coronavirus Health Concerns: "I am concerned about…", 2020 - 2021 (percent of consumers)
Table Coronavirus Health Concerns: "I am concerned about…", 2022 - 2023 (percent of consumers)
Concerns about COVID-19 Variants
Concerns about Future Potential Pandemic Outbreaks
Table Future Potential Pandemic Outbreak Concerns, 2023 (percent of consumers)
Vaccination Plans Reveal Many Consumers Are Taking COVID-19 and the Flu Seriously, Though Fewer May Be Getting Vaccinated Than Who Report Concerns
Table Consumer Vaccination Plans, 2023 (percent of consumers)
- Parents Express More Pandemic Concerns and Are More Likely to Be Getting the Newest COVID-19 Booster in
Table Coronavirus Health Concerns: "I am concerned about…" by Parenthood and Age of Children, 2023 (percent of consumers)
Negative Personal Effects of the Pandemic
- Mental and Physical Health Effects in
- Reporting Negative Mental States in
Stress Levels and Impact on Food/Beverage Consumption
Near Term Effects on Work Habits
- Changes to Work Patterns Continued in 2021 and
- Working from Home in
Table Ability to Work from Home and Frequency of Remote Work, 2023 (percent of consumers)
Table Working at a Co-Working Space or Working from Home, 2023 (percent of consumers)
Table Consumer Rating of Experiences Working at a Co-Working Space or Working from Home, 2023 (percent of consumers who have ever had each experience)
Table Consumer Opinions on Working at a Co-Working Space or Working from Home, 2023 (percent of employed consumers)
Rising Prices: From Supply Chain Crunches to Inflation
Many Consumers Are Concerned about Inflation and Rising Food Prices
Table Consumer Concerns about Rising Food Prices, 2021 - 2023 (percent of consumers)
The Vast Majority of Consumers Have Noticed the Rising Cost of Food, and Many Are Changing Their Purchasing Decisions
- Consumers Find Price More Important for Food Purchase Decisions in
Cutting Back on Household Expenses
Table Consumers Cutting Back on Household Expenses in the Last 12 Months, 2022 (percent of consumers)
Table Types of Household Expenses Cut Back on in the Last 12 Months, 2022 (percent of consumers)
Table Consumer Spending on "Extras", 2023 (percent of consumers)
Overview and Market Trends
Highlights
Outlook for Children's Food and Beverage Market
Table Children's Food and Beverage Market, 2017-2022, 2023E (billion dollars)
Table Children's Food and Beverage Market, 2023E, 2024P-2028P(billion dollars)
Home Baking Trends
Chocolate Candy Trends
Functional Food and Beverage Trends
Table Seeking Out and Willingness to Pay More for Functional Beverages by Presence of Children in HH, 2023 (percent of consumers)
"Hidden" Vegetables for Increased Nutrition Kids Will Love
Trends in Online Grocery Shopping
Recent Historical Trends
Parents May Shop Online for Children's Food and Beverage Products
Meal Kits and Meal Delivery Services
Impulse Buying
Convenient Meals Can Be the Ultimate Selling Point for Busy Consumers
Grocery Prepared Meals
Restaurant Meals, Including Takeout and Delivery
Meal Delivery Services
Thaw and Eat Foods
Lunch/Snack Kits for Consumption On-the-Go or at School or Daycare
Table Household Use of Lunch or Snack Combinations/Kits in the Last 6 Months or in the Last 30 Days by Presence of Children in Household, Parenthood, Number of Children, and Child Age Range, 2023 (percent of consumers)
Table Household Use of Lunch or Snack Combinations/Kits in the Last 6 Months by Brand, 2023 (percent of consumers)
Table Frequency of Household Use of Lunch or Snack Combinations/Kits in the Last 30 Days, 2023 (percent of consumers)
Food Allergies and Dietary Restrictions Are a Concern to Many Parents and Their Children
Food Allergies, Celiac Disease, Gluten Intolerance, and Lactose Intolerance
Other Food Intolerances and Negative Perceptions of Ingredients Lead to Wide Appeal for Allergy-Friendly Foods
- Prevalence in
Reported Food Allergies and Intolerances over Time
Table Prevalence of Food Allergies, Gluten Intolerance, and Lactose Intolerance, 2018 - 2023 (percent of consumers)
Food Allergies Are on the Rise
At-Home Testing Increases Consumer Awareness and Can Lead to Diet Changes
Food Preferences and Allergies/Intolerances
Table Foods that Consumers Generally Eat, Generally Don't Like, or Are Allergic or Intolerant/Sensitive to by Type, 2022 (percent of consumers)
Purchases of Foods with Allergy-Friendly Labels
Many Consumers Purchase Allergy-Friendly Foods for Reasons Other Than an Allergy or Intolerance
Plant-Based and Plant-Forward Trends
Definitions
Plant-Based Eating and Sustainability Are Buzzwords Important to the General Public
- One-Fourth of Consumers Claim to Primarily Follow a Flexitarian Diet in
Parents Are More Likely to Follow Plant-Forward Diets
Table Following Plant-Forward Diets by Presence of Children in the Household, 2023 (percent of consumers)
A "Reducetarian" Mindset is Growing Among Consumers Who Eat Animal Products (and It's Not Just Among Flexitarians)
Consumers with Children Are More Likely to Use Plant-Based Alternatives and Are More Open to Cultivated/Cruelty-Free Products
Clean Label and "Better-for-You" Trends
Organic and Non-GMO
Sugar-Free/No Sugar Added Products and Alternative Sweeteners
Addition of Fruit, Seeds, "Ancient Grains", "Superfoods", and other Ingredients for Increased Nutrition
Vegan/Plant-Based Products
Keto, Paleo, Low-Carb, and High Protein Diets
Table Following Keto, Paleo, Atkins, South Beach, or Whole30 Diets; Buying Food Labeled High Protein or Low- Carb by Presence of Children in the Household and Parenthood, 2023 (percent of consumers)
Table Following Keto, Paleo, or Low-Carb Diets; Keto, Paleo, High Protein, and Low-Carb High Priorities; Look for or Would Pay More for Keto or Paleo Foods by Parenthood and Marital/Partnership Status, 2023 (percent of
Gluten-Free Diets
Table Following Special Eating Habits due to Gluten Intolerance or Food Allergies; Buying Food Labeled as Gluten-Free by Presence of Children in the Household and Parenthood, 2023 (percent of consumers)
Table Following a Gluten-Free/Wheat-Free Diet and High Gluten-Free/Grain-Free Food Priorities by Parenthood and Marital/Partnership Status, 2023 (percent of consumers)
Snacking Trends
Most Consumers Snack Daily
Preferred Types of Snacks
Table Preferred Types of Snacks, 2023 (percent of consumers)
"Snackification" of Meals
When Consumers Snack Throughout the Day
What Consumers Snack on in the Morning and the Evening/Late Night
Nutrients and Ingredients Sought by Consumers
Protein Is the Most Popular Nutrient That People Try to Consume
Sources Used to Consume Nutrients
Consumers Report Increasing Consumption of Protein from Poultry and Whole-Plant Sources
Functional Health Benefits
Avoiding or Limiting Sugar Intake
Reasons for Avoiding or Limiting Sugar Intake
Sugar Continues to Be Preferred Over Low/No-Calorie Sweeteners
Many Sweeteners Are Considered Unsafe by Consumers
Avoiding or Limiting Sodium
Information Consumers Seek Out on Nutrition Facts Labels
Mindful and Intuitive Eating
Definition
How People Are Practicing Mindful and Intuitive Eating
Dieting Activity
Frequency of Feelings and Behaviors Associated with Mindful and Intuitive Eating Patterns
Consumer Mindfulness Index
Concerns about Food Waste
Most Consumers Are Concerned about Food Waste
How Consumers Reduce Food Waste
Greater Concerns about Food Waste among Adults Living with Children
Opportunities for Children's Foods
Consumer Demographics
Highlights
Number of Children in the Household
2023
Historical Trends
Age of Children in the Household
Parents and Those Living with Children in Their Household
Trends by Gender
Table Parenthood and Presence of Children under 18 in the Household by Gender, 2023 (percent of consumers)
Trends by Age Bracket/Generation
Table Parenthood and Presence of Children under 18 in the Household by Age Bracket, 2023 (percent of consumers)
Table Parenthood and Presence of Children under 18 in the Household by Generation, 2023 (percent of consumers)
Patterns Based on Household Income
Table Parenthood and Presence of Children under 18 in the Household by Household Income Bracket, 2023 (percent of consumers)
Home Ownership and Rental Trends
Table Parenthood and Presence of Children under 18 in the Household by Home Ownership or Rental, 2023 (percent of consumers)
Patterns Based on Marital Status
Table Parenthood and Presence of Children under 18 in the Household by Marital Status, 2023 (percent of consumers)
Regional Differences
Table Parenthood and Presence of Children under 18 in the Household by Region, 2023 (percent of consumers)
Urban, Suburban, and Rural Consumers
Table Parenthood and Presence of Children under 18 in the Household by Population Density of Residence Area, 2023 (percent of consumers)
Educational Attainment
Table Parenthood and Presence of Children under 18 in the Household by Educational Attainment, 2023 (percent of consumers)
Race/Ethnicity
Table Parenthood and Presence of Children under 18 in the Household by Race/Ethnicity, 2023 (percent of consumers)
Plant-Forward Consumers
Table Parenthood and Presence of Children under 18 in the Household by Types of Plant-Forward Eating, 2023 (percent of consumers)
Online Grocery Shoppers
Table Parenthood and Presence of Children under 18 in the Household by Online Grocery Shopping Habits, 2023 (percent of consumers)
Consumer Psychographics
Highlights
Priorities Placed on Food Characteristics
All Consumers
Table Priorities Placed on Foods, 2023 (percent of consumers)
Parents/Guardians
Table Priorities Placed on Foods, 2023 (percent of parents)
Attitudes of Parents
Sugar, Sweeteners, and Low-Calorie Foods
Table Statements about Sugar, Sweeteners, and Low-Calorie Foods, 2023 (percent of consumers who strongly agree)
Snacking
Table Statements about Snacking, 2023 (percent of consumers who agree)
Table Frequency of Snacking on Typical Weekdays and Weekends, 2023 (percent of consumers who agree)
Cooking
Table Statements about Cooking, 2023 (percent of consumers who agree completely)
Premium Foods and Novel Food Experiences
Table Statements about Premium and Novel Food Preferences, 2023 (percent of consumers who agree completely)
Food Nutrition and Healthy Food
Table Statements about Food Nutrition and Healthy Food, 2023 (percent of consumers who agree completely)
Being Busy and Seeking Out Convenient Foods
Table Statements about Being Busy and Seeking out Convenient Foods, 2023 (percent of consumers who agree completely)
Children's Food Habits
Table Statements about Children's Eating Habits, 2023 (percent of parents/guardians with children under 18 in their household)
Table Statements about Children's Food Choice and Preparation Habits, 2023 (percent of parents/guardians with children under 18 in their household)
