Leatherhead Food Research has released a new report that shows that although the number of children and teenagers is falling in parts of the world such as Western Europe, North America, and Japan, this influential group continues to represent a major target audience for food and beverage manufacturers. However, the food industry is now under intense pressure to ensure their children’s foods meet with health and nutritional guidelines. It is mainly for this reason that much of the market’s recent new product development (NPD) activity has featured reductions in sugar, salt, and fat levels, as well as the removal of artificial additives.
The global market for food and beverages aimed at children has traditionally been dominated by products such as confectionery, breakfast cereals, and soft drinks. However, demand has also increased in other sectors—for example, the trend towards healthier snacking has increased sales of cereal bars amongst children and teenagers, and these are now featuring to a greater degree within the important lunchbox market. The switch from carbonated drinks is also thought to be opening up opportunities for the flavored milk category.
“The significance of the market for children’s food is clear from our latest report. A growth of 22.6% in value terms since 2010, despite a continual year on year decline in the percentage of children and teenagers worldwide. Recent innovations have focused upon healthier snacks and the flavored milk category, the latter of which has grown significantly as younger consumers turn away from carbonated soft drinks,” said Jonathan Thomas, principal market analyst, Leatherhead Food Research.
