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Summary: Introduction

Datamonitor forecasts that over 35% of European kids aged 5-13 will be overweight or obese by 2012. In the US, this figure will surpass 40% while Asia-Pac, in particular China, is seeing the fastest increase in the percentage of overweight or obese kids. This report identifies the opportunities and threats apparent to food and beverage manufacturers in the context of escalating childhood obesity

Scope

Identifies the major challenges and opportunities confronting the food and beverage industry in the provision of food and beverages for kids Global coverage: offers global examples of ′on-trend′ innovation and provides key supporting consumer data for Europe, the US and Asia-Pac. Detailed recommendations and interpretation offering practical strategies based on the trends and insights uncovered in the report One of a series of three demographic-specific reports designed to help FMCG companies successfully innovate their kid-focused products

Highlights

In Europe between 93% and 97% of consumers by country believe food marketing has some degree of impact on children′s eating habits. If childhood obesity continues to rise then advertising bans of certain foods are likely to become more widespread Analysis of the consumption data presented in this report shows that kids tend to consume more than the overall population in many indulgent product categories. Deeper analysis shows that Asia-Pacific kids′ consumption lags behind the average in bakery and cereals In Europe, consumer sentiment indicates that the most popular proposed methods for making kids healthier (and for improving their eating habits) include better information for parents and more nutrition education in schools, followed by restrictions on advertising of less nutritionally balanced food and drinks

Reasons to Purchase

Understand the attitudes driving the consumption behavior of 5-13 year olds and their parents Obtain exclusive food and beverage consumption and obesity data for kids in the US, Europe and Asia-Pacific Ideation and inspiration: spark new ideas by learning from innovative ′on-trend′ products embracing opportunities in kids′ nutrition.

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