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Food Marketing to Children and Youth: Threat or Opportunity? (2006)
Board on Children, Youth and Families (BOCYF)
 Food and Nutrition Board (FNB)

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Food Marketing to Children and Youth: Threat or Opportunity?

E
Chapter 4 Appendix

This table represents examples of selected marketing research firms and marketing reports that the committee considered through its data-gathering process.

TABLE E-1 Marketing Research Conducted on U.S. Children and Youth

Sources

Report

Description

Children’s Marketing Services (2004a)

TeenTrends™, 2004

Examined the interests and behavior of tweens and teens ages 12–18 years. A personal interview was conducted for 300 teens.

Children’s Marketing Services (2004b)

KidTrends2004™, 2004

Examined the interests and behavior of older children ages 6–11 years. A personal interview was conducted for 300 older children.

Harris Interactive (2004)

Youth Pulse, 2004

Examined the interests and behavior of older children and teens ages 8–21 years through a large-scale study of youth lifestyles and attitudes via an online questionnaire.
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427

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Food Marketing to Children and Youth: Threat or Opportunity? E Chapter 4 Appendix This table represents examples of selected marketing research firms and marketing reports that the committee considered through its data-gathering process. TABLE E-1 Marketing Research Conducted on U.S. Children and Youth Sources Report Description Children’s Marketing Services (2004a) TeenTrends™, 2004 Examined the interests and behavior of tweens and teens ages 12–18 years. A personal interview was conducted for 300 teens. Children’s Marketing Services (2004b) KidTrends2004™, 2004 Examined the interests and behavior of older children ages 6–11 years. A personal interview was conducted for 300 older children. Harris Interactive (2004) Youth Pulse, 2004 Examined the interests and behavior of older children and teens ages 8–21 years through a large-scale study of youth lifestyles and attitudes via an online questionnaire.

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Food Marketing to Children and Youth: Threat or Opportunity? Sources Report Description Just Kid Inc., Nickelodeon, and Research International (Friend and Stapylton-Smith, 1999) The Global Kids Study, 1996 and 1998 Surveyed 400 children ages 7–12 years and their mothers in 12 countries: the United States, United Kingdom, France, Germany, Japan, China, Australia, India, Italy, Argentina, Brazil, and Mexico. An interview and questionnaire were used that provided a detailed picture of the attitudes, beliefs, and consumer dynamics of children and tweens. Just Kid Inc. (2001) Kid ID Study, 2001 Surveyed 4,000 children ages 8–14 years in schools to examine the emotional, psychological, and social forces that drive their behaviors. Kidsay (2005) Trend Tracker, conducted bimonthly Examines the interests and behaviors of tweens and young teens ages 8–15 years. KidShop/KidzEyes (2003) Kid Food Findings. Brand New Research Examined the product brand, food category, and restaurant preferences of 629 tweens ages 8–12 years. Mediamark Research (2005) Teen Study (Teenmark), conducted annually Collects data about media exposure by more than 4,000 teens ages 12–19 years through a mailed questionnaire. Mintel International Group Ltd. (2004) Kids’ and Teens’ Eating Habits U.S., 2004 Examined eating habits of children ages 6–11 and 12–17 years based on the Simmons Kids and Teens surveys. Mintel International Group Ltd. (2003a) Kids’ Snacking U.S., 2003 Examined snacking trends of children ages 6–8 and 9–11 years based on a variety of surveys, including the Simmons Kids Study. Mintel International Group Ltd. (2003b) Kids’ Lifestyles U.S., 2003 Examined the lifestyle trends and attitudes of children ages 6–11 years. Porter Novelli (2004) Combined YouthStyles Survey and HealthStyles Survey Provided parent–child dyads of information to develop understanding about the contexts in which youth act and live. The YouthStyles Survey examined children’s values, goals, and motivations combined with behavioral data through a mail survey of an estimated 8,000 children and youth ages 10–19 years. Provided a combination of behavioral, motivational, and communication data.

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Food Marketing to Children and Youth: Threat or Opportunity? Sources Report Description Roper Youth Report (2003) Roper Youth Report Examined the purchasing power of young consumers ages 8–17 years. The report is based on 500 in-depth, personal interviews of a nationally representative sample of the U.S. tween and teen population. Simmons (2005a) Simmons Kids Study, conducted twice annually Examines the media, consumer, and personal behaviors that drive the purchasing decisions of children ages 6–11 years. Simmons (2005b) Simmons Teens Study, conducted twice annually Examines the media, consumer, and personal behaviors that drive the purchasing decisions of 5,000 teens ages 12–17 years based on in-home interviews and mail surveys. Simmons (2005c) Simmons Tweenz Study, conducted twice annually Examines the media, consumer, and personal behaviors that drive the purchasing decisions of 5,000 tweens ages 8–14 years based on in-home interviews and mail surveys. Simmons (2005d) Simmons Youth Study, conducted twice annually Examines the information of media, consumer, and personal behaviors that drive the purchasing decisions of children and youth ages 6–17 years. Strottman International (2005) Nutrition from a Kid’s Perspective Conducted brand-specific marketing research for clients from the food, beverage, and restaurant industries. Teenage Research Unlimited (2004) TRU Teenage Marketing and Lifestyle Study, 2004 Examined the spending power of 2,000 teens ages 12–19 years based on mail questionnaire. The Geppetto Group (2005) Case studies of market research conducted for food and beverage companies A child and teen advertising agency and marketing consulting company that conducts research for clients about the motivations of childhood, kid archetypes, psyche of mothers as the family gatekeeper, understanding tweens’ and teens’ perspectives and lifestyles. The Intelligence Group/Youth Intelligence (2005) Nickelodeon/Youth Intelligence Tween Report, 2004 Examined the lifestyles of tweens and teens ages 9–14 years including snacking and lifestyle habits.

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Food Marketing to Children and Youth: Threat or Opportunity? Sources Report Description The NPD Group (2004) Snacking in America Report, 2004 Examined the snacking behaviors of 10,000–12,000 children, teens, and adults from 1997–2003. Yankelovich (2003) Youth Monitor™, conducted annually Examines the trends and information on media, brands, goals, technology, family, and self-image of 1,200 children ages 6–17 years through in-home personal interviews. Yankelovich (2005) Preschool Study Surveyed a nationally representative sample of 650 parents and guardians of children ages 2–5 years to provide insights into the attitudes, concerns, and expectations of parents of preschoolers; healthy eating patterns; shopping habits; children’s preferences; children’s daily activities; developmental issues; and television viewing. Zandl Group (2005) Hot Sheet Examined the attitudes, interests, entertainment, and product preferences of 3,000 children, youth, and young adults ages 8–24 years based on open-ended questionnaires.

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Food Marketing to Children and Youth: Threat or Opportunity? TABLE E-2 New Food and Beverage Products Targeted to Children and Adolescents by Company, Manufacturer, or Distributor, 1994–2004 Company / Manufacturer / Distributor Number of New Food Products General Mills 166 Philip Morris 138 Kellogg Company 132 Nestlé S.A. 105 Wrigley 73 Unilever 65 Hasbro 60 Mars 56 ConAgra 53 Altria Group 52 Campbell Soup Company 44 Quaker Oats 42 Topps 40 OddzOn 38 Foreign Candy Company 36 Hershey Foods 36 Imaginings 3 34 PepsiCo 29 Felfoldi Potpourri Ltd. 27 RJR Nabisco 27 Philadelphia Chewing Gum Corp. 26 Company / Manufacturer / Distributor Number of New Beverage Products The Coca-Cola Company 37 Philip Morris 30 Nestlé S.A. 24 In Zone Brands 18 Cadbury Schweppes 15 Altria Group 12 PepsiCo 12 Danone 9 In Zone Brands 8 J. M. Smucker 8   SOURCE: Williams (2005b).

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Food Marketing to Children and Youth: Threat or Opportunity? TABLE E-3 Selected Leading Companies Ranked by Total U.S. Revenues and Total Advertising Spending, 2004 and 2003 Company Headquarters Total U.S. Revenues ($ millions) 2004 Total U.S. Revenues ($ millions) 2003 Total Advertising Spending ($ millions) 2004 Total Advertising Spending ($ millions) 2003 Entertainment/Media Time Warner New York, NY 33,572 32,123 3,283 3,073 Walt Disney Burbank, CA 24,012 22,124 2,241 2,036 Viacom New York, NY 18,812 17,488 1,207 1,151 Food and Beverage Altria Groupa Kraft Foods New York, NY 39,966 38,370 1,399 1,386   Glenview, IL   PepsiCo Purchase, NY 18,329 17,377 1,262 1,211 General Mills Minneapolis, MN 9,441 9,144 913 954 Kellogg Company Battle Creek, MI 5,968 5,608 647 577 The Coca-Cola Company Atlanta, GA 6,643 6,344 541 447 Campbell Soup Company Camden, NJ 4,581 4,549 425 430 ConAgra Omaha, NE 13,222 15,439 364 561 Food Retail Kroger Company Cincinnati, OH 56,434b 53,791b 686 655 Safeway Pleasanton, CA 31,463 31,679 606 536

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Food Marketing to Children and Youth: Threat or Opportunity? Fast Food/Quick Serve Restaurant McDonald’s Corporation Oak Brook, IL 6,525c 6,039c 1,389 1,370 Yum! Brands Louisville, KY 5,763 5,655 779 753 Burger King Corporation Miami, FL 7,710 7,900 542 526 Wendy’s International Dublin, OH 2,475 2,197 436 387 NOTE: The majority of media and spending categories are monitored by TNS Media Intelligence, formerly TNS Media/Competitive Media Reporting (TNS Media Intelligence, 2005), and certain measured media categories, such as television and Internet advertising spending and impressions, are tracked by Nielsen Media Research and Nielsen//Net Ratings. Unmeasured media expenditures are not shown in the table. aThe Altria Group is the parent company for Kraft Foods and is separated into two sales divisions—food and tobacco. In 2004, total combined North America sales and earnings were $39.9 billion. Total division sales worldwide were $89.6 billion representing approximately $32.2 billion in food sales and $57 billion in tobacco sales. The company’s brands represent five consumer sectors: snacks, beverages, cheese and dairy, grocery, and convenience meals (Brown et al., 2004, 2005; Kraft Foods, 2004). bU.S. sales not available. This figure represents total worldwide sales. cMcDonald’s Corporation worldwide sales in 2004 totaled $24.4 billion (BrandWeek, 2005). SOURCES: Adapted from Brown et al. (2004, 2005). Reprinted with permission from the June 27, 2005 issue of Advertising Age. © Crain Communications, Inc., 2005.

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Food Marketing to Children and Youth: Threat or Opportunity? REFERENCES BrandWeek. 2005. A Special Report: Superbrands. Plus: America’s Top 2000 Brands. [Online]. Available: http://www.brandweek.com [accessed August 8, 2005]. Brown K, Endicott RC, Macdonald S, Schumann M, Macarthur G, Sierra J, Matheny L, Green A, Ryan M. 2004. 100 leading national advertisers. Advertising Age June 28. Pp.1–83. Brown K, Endicott RC, Macdonald S, Schumann M, Macarthur G, Sierra J, Matheny L, Green A, Ryan M. 2005. 50th annual 100 leading national advertisers. Advertising Age June 27. Pp.1–84. [Online]. Available: http://www.adage.com/images/random/lna2005.pdf [accessed September 16, 2005]. Children’s Marketing Services. 2004a. TeenTrends™. [Online]. Available: http://www.kidtrends.com/new/reports.html [accessed May 3, 2005]. Children’s Marketing Services. 2004b. KidTrends™. [Online]. Available: http://www.kidtrends.com/new/reports.html [accessed May 3, 2005]. Friend B, Stapylton-Smith M. 1999. Through the Eyes of Children. Presentation at the ESOMAR Marketing in Latin America Conference. Santiago, Chile. April 1999. Harris Interactive. 2004. Youth Pulse. [Online]. Available: http://www.harrisinteractive.com/expertise/youthpulse.asp [accessed May 3, 2005]. Just Kid Inc. 2001. Kid ID Study. [Online]. Available: http://www.justkidinc.com/whatwedo.html [accessed May 13, 2005]. Kidsay. 2005. Trend Tracker: Lifestyles of the Young and Influential. [Online]. Available: http://www.kidsay.com/html/tracker/get_tracker_body.html [accessed September 17, 2005]. KidShop/KidzEyes. 2003. Kid Food Findings. Brand New Research. [Online]. Available: http://www.kidshopbiz.com/ [accessed October 3, 2005]. Kraft Foods. 2004. Form 10-K Annual Report for the Fiscal Year Ended December 31, 2004. [Online]. Available: http://kraft.com/pdfs/KraftAR04_10K.pdf [accessed June 6, 2005]. Mediamark Research. 2005. Teen Study (Teenmark). [Online]. Available: http://www.mediamark.com/mri/techguide/fall2004/tg_tm04.htm [accessed May 3, 2005]. Mintel International Group Ltd. 2003a. Kids’ Snacking US, 2003. [Online]. Available: http://reports.mintel.com/sinatra/mintel/searchexec/type=reports&variants=true&fulltext=kids+snacking/report/repcode=0093&anchor=noaccess0093/ [accessed May 3, 2005]. Mintel International Group Ltd. 2003b. Kids’ Lifestyles US, 2003. [Online]. Available: http://reports.mintel.com/sinatra/mintel/searchexec/type=reports&variants=true&fulltext=kids+lifestyles/report/repcode=2915&anchor=noaccess2915/ [accessed May 3, 2005]. Mintel International Group Ltd. 2004. Kids’ and Teens’ Eating Habits US, 2004. [Online]. Available: http://reports.mintel.com/sinatra/mintel/searchexec/type=reports&variants=true&fulltext=kids+and+teens+eating+habits/report/repcode=0240&anchor=noaccess0240/ [accessed May 3, 2005]. Porter Novelli. 2004. YouthStyles and HealthStyles. [Online]. Available: http://pn2.porternovelli.com/services/research/styles/ [accessed September 17, 2005]. Roper Youth Report. 2003. Roper Youth Report. American Youth Wielding More Household Buying Power. [Online]. Available: http://www.nopworld.com/news.asp?go=news_item&key=59/ [accessed April 11, 2005]. Simmons. 2005a. Simmons Kids Study. [Online]. Available: http://www.smrb.com/products_kids.html [accessed May 3, 2005]. Simmons. 2005b. Simmons Teens Study. [Online]. Available: http://www.smrb.com/products_teens.html [accessed May 3, 2005]. Simmons. 2005c. Simmons Tweenz Study. [Online]. Available: http://www.smrb.com/products_tweenz.html [accessed May 3, 2005].

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Food Marketing to Children and Youth: Threat or Opportunity? Simmons. 2005d. Simmons Youth Study. [Online]. Available: http://www.smrb.com/products_youth.html [accessed May 3, 2005]. Strottman International. 2005. Nutrition from a Kid’s Perspective. Findings, Implications, and Applications. Presentation to the IOM Committee on Food Marketing and the Diets of Children and Youth. March 22. Teenage Research Unlimited. 2004. The TRU Study. [Online]. Available: http://www.teenresearch.com/PRview.cfm?edit_id=168 [accessed May 3, 2005]. The Geppetto Group. 2005. [Online]. Available: http://www.geppettogroup.com/TheGeppettoGroup5b.swf [accessed September 17, 2005]. The Intelligence Group/Youth Intelligence. 2005. Nickelodeon/Youth Intelligence Tween Report 2004. [Online]. Available: http://www.youthintelligence.com/cassandra/cassarticle.asp?cassArticleId=3 [accessed September 16, 2005]. The NPD Group. 2004. Snacking in America Report. Press release. January 28. [Online]. Available: http://www.npd.com/press/releases/press_040128a.htm [accessed September 15, 2005]. TNS Media Intelligence. 2005. Delivering Information at Its Best. [Online]. Available: http://www.tns-mi.com [accessed April 30, 2005]. Yankelovich. 2003. Youth Monitor™. Youth Today: Shaping Tomorrow. Chapel Hill, NC: Yankelovich Partners, Inc. Yankelovich. 2005. Youth Monitor™. [Online]. Available: http://www.yankelovich.com/products/youth2005_ps.pdf [accessed May 3, 2005]. Williams J. 2005b. Product Proliferation Analysis for New Food and Beverage Products Targeted to Children 1994–2004. University of Texas at Austin Working Paper. Zandl Group. 2005. Hot Sheet. [Online]. Available: http://www.zandlgroup.com/hot_sheet.shtml [accessed May 3, 2005].

Representative terms from entire chapter:

teens ages