New kids’ food and beverages may feature colorful cartoon characters. Yet make no mistake, this category requires some serious attention to key trends. In the US, Innova Market Insights finds a proliferation of new “clean label” kids products with reduced levels of sugar and salt. Likewise, many new offerings tout the addition of prebiotics, probiotics and other for better-for-you functional ingredients.
It’s no surprise that parents play a significant role. In a household, parents typically make food and beverage purchases, plan meals, and set the atmosphere for trying new foods. Innova’s consumer research shows that parents create an environment for experimenting with foods and beverages and are interested in bringing exciting flavors into the family food environment. At the same time, parents prioritize naturalness and pay close attention to natural ingredients when purchasing products for their children.