Baking & Snack - May 2007 - 70

as a way of taking care of their children and giving them
a healthy start.
Through research, IRI found that parents and caregivers typically apply potential snacking boundaries
around purchases. Some snacking boundaries include
portion-controlled sizes
or trans-fat-free products and products made
without high-fructose
corn syrup. "In general,
parents are looking for
products with some
nutritional value, and
products that are fortified with calcium and
vitamins would be a big
hit for the baking industry," Ms. McCusker
noted. Throughout the
past year, manufacturers
have responded to the call with new product introductions that eliminate high-fructose corn syrup, trans fats
and artificial flavors and preservatives.
And while they may not be paying at the checkout, children influence parents and caregivers in a major number
of purchases, and that purchasing power will continue to
expand over the next eight years. According to McNeal &
Kids Youth Marketing Consultants, College Station, TX,
it's estimated that children aged 4 to 12 influence $650
billion of parental spending annually. Mintel also found
that 96% of children reported helping parents choose
food during shopping trips at least sometimes.
As predicted by the US Census Bureau, there will be a
10% growth among children under the age of five through
2015. The growing numbers of these children pose an entry for marketers producing better-for-you, kid-friendly
products. As presented at IRI Summit 2007, children's
products are expected to increase in growth with betterfor-you, nutrient-rich, kid-focused snacks. Children are
truly where the money is, and during the past year, Baking & Snack has profiled an increasing number of new
product innovations and product revamps that target
the young or young-at-heart consumer with kid-friendly
crackers, cookies and cereal. The Mintel study predicted
that parents will increasingly offer a selection of betterfor-you foods for kids. Trends that will satisfy both parental and child requirements and future sales depend on
convenient packaging, kid-sized portions, nutritionally
balanced foods and kid-friendly flavors.
According to information presented by Ms. McCusker, these young consumers are reported to be the most
ethnically diverse segment and also one of the heaviest,
with 50% of children expected to be overweight by 2010.
Here in lies the newest considerations for manufacturers -

making a product both interesting and culturally relevant with a focus on healthy food that's both tasty and
fun. Ms. McCusker said that for marketers, a successful
dual message provides information about health for the
parent along with fun and great taste for the child.
According to June Jo, ethnographic research manager
and lead author of The Hartman Group's study, "Children's Wellness 2006: At the Intersection of Hope and
Anxiety," food marketers cannot underestimate the food
culture of children raised at home and educated in the
public schools about the ingredients in food, differences
between food types and the benefits of diet and exercise.
She found a growing number of young food consumers
have been brought up within a wellness lifestyle that includes organic and preservative-free foods.

ᮡ The Hearty and Delicious line includes three 100% whole-grain breads
that offer 22 g of whole grain per slice and do not contain artificial colors,
flavors or chemical preservatives.
SARA LEE

GRAIN EDUCATION. Organizations such as the Alliance
for a Healthier Generation, a joint initiative of the William J. Clinton Foundation and the American Heart Association, as well as parental groups crusading for healthier
school meals and the elimination of traditional vending
machine items along with the escalating childhood obesity epidemic have brought food and food manufacturers
into the forefront. According to information compiled by
The Hartman Group, parents receive information about
nutrition and healthy eating from each other.
While recognition is the first step, the question remains
about the best way for the baking industry to get the
word out about the benefits of grain-based foods. One
suggestion of how to increase awareness among consumers came during the March annual meeting of the American Bakers Association. Speaker Allan S. Noddle, retired
president and c.e.o. of Giant Food Stores, described the
importance of innovation in the baking industry along
with a transition from a transactional-based industry to a
relational-based industry. "Bread doesn't have a problem
with market share. Bread is sold around the world," Mr.
Noddle said. "The problem is the perception that bread

May 2007 / BAKING & SNACK / 75

Baking & Snack - May 2007

Table of Contents for the Digital Edition of Baking & Snack - May 2007