In an increasingly competitive food and drinks market, children are just one of the specific sectors of the population receiving more attention. Compared to decades ago, many kids, ages 5 to 12, demonstrate greater independence, affluence and influence on family food purchases. That’s why products formulated and marketed specifically for children can offer considerable opportunities for manufacturers and retailers alike.
Think for a moment about the traditional supermarket layout—and specifically the check-out lane. That’s where retailers stocked the most common impulse purchase items appealing to kids—chocolates, gums and other sugar confections as well as savory snacks, soft drinks and even ice cream novelties. Today, a wider range of kids products exist throughout the store and are included during the regular family shopping trip. These items include fresh dairy products, cereals, cereal and fruit snacks and bakery goods.