Study: Kids play important role in growth of food, beverage market
The most effective marketers will leverage honed strategies to increase connection with the core family market without alienating the childless household.
The kids’ food and beverage market requires a special approach to both innovation and marketing because industry players must sate the needs of both parents (as the purchaser) and kids (as the user), according to a report published by Packaged Facts, New York.
The uniqueness of this market is that there’s no distinct way to differentiate kids’ food from regular food products. Of course, marketers may use fun shapes, crazy colors or character merchandising to appeal to kids, however, this doesn’t make a product exclusive to kids. This grey area provides incentive for marketers to innovate new product lines that can be adapted to kids’ needs and desires or more broadly as a family-friendly food or beverage. Indeed, the kids’ food and beverage market offers significant promise to any player looking to expand their audience, according to the report, “Kids Food & Beverage Market in the U.S., 9th Edition.”