Baking & Snack - June 2018 - 51
er and is not just a flash in a pan?' I think that's frankly
why we don't see a lot of innovation, or as much as I'd
like to see, in this area because if you miss, you could
go out of business."
What might save companies - and part of what intrigues them - is the segment's gray area: These snacks
aren't exclusive to kids. Whether at a quick- or fullservice restaurant, there's often at least one adult in a
group attempting to order off the kid's menu ... or at
least doing some wishful thinking. Kid snacking can
relate to all ages.
Fun shapes, crazy colors and cartoon characters
don't stop teenagers, parents and other family members
from purchasing kids' products. Some people might
even prefer the smaller portions, texture and flavors
this category offers. This incentivizes producers to innovate product lines that reach the entire family and
beyond in addition to meeting children's preferences.
"The most effective marketers will leverage honed
strategies to increase the connection with the core family market without alienating the childless household,"
Packaged Facts said in its report.
Creating a kid snack that contrasts enough with adult
products and maintains a flexible appeal for other consumers is a complex process, and it could be a risky
one. However, with families getting busier and children
driven by food, demand is soaring. Shelfing flavorful
and colorful items that kids can't get enough of means
a snack producer is halfway there; add healthier and
nutritional elements to the mix, and a parent will walk
through snack aisles like a kid in a candy shop.
of parents say their kids'
preferences are very
important to them.
of parents say they buy
a new product their child
asks for some of the time.
of parents almost always
buy a new product their
child asks for.
of parents purchase at
least one new better-foryou snack per month for
of millennial moms say
their children are more
likely to choose better-foryou snacks over
of millennial moms say
their kids understand that
some snacks are healthier
Sources: Packaged Facts and Amplify Snack Brands
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