Baking & Snack - June 2018 - 43
a double stamp of
Breaking into the children's snacking segment requires a balance
of parents' nutritional preferences and kids' creative choices.
by Karlee Renkoski
Parents rush their kids to the bus stop in the morning.
After school, there's soccer practice for one and tutoring
for another, and somebody has piano lessons later that
evening. Just as a daughter is dropped off, her brother
needs to be picked up, and everyone in the family might
not get home until well past dinnertime. This kind of
hectic schedule isn't just one day of the week; oftentimes
it occurs every weekday, some weekends and even into
the summer months.
Since there's limited time to fix meals, parents are
searching for snacks as replacements. According to the
"Global Kids Snacks Market Research Report 2018"
by QYResearch, the kids' snacking market is predicted
to grow steadily at a CAGR of 10 to 15% from 2018 to
2023. With three meals a day shifting to anywhere from
six to nine mini meals, parents are looking for snacks
that provide ample nutrients and fuel their energetic and
"It used to be that the snacks were fruit, but because
of the natural high-sugar content, a lot of parents have
gone away from that and have gone looking up and
down the aisles for high-protein snacks that have less
sugar and less sodium," said "Supermarket Guru" Phil
Lempert. "It's really creating a whole new category or
subcategory of snacks that are equally healthy and onthe-go to give these kids that extra energy they need, as
well as the parents."
However, it's not easy for bakeries to move into this
segment. Mr. Lempert pointed out two crucial elements
to a kid's snack: "It needs to have the parent's criteria
loud and clear on the package, but for the kids to eat it,
it has to be hip, cool, fun and a weird color or something
that will attract them. The package has to do both things,
and that makes it really difficult for a lot of brands."
The production of kids' snacks is a balancing act. On
one hand, snack makers must satisfy the purchasers, or
The blurry line between regular
snacks and kids snacks can be an
incentive for bakeries to innovate
products for the whole family.
Wor woot - stock.adobe.com
www.bakingandsnack.com / June 2018 Baking & Snack 43