Category
Lifestyle
Assisted Choices
Trend cluster
Category
Kid-Friendly
Functional
Brands incorporate beneficial ingredients into kid-oriented beverages.
4.6
Trend score
Trend
What is the Kid-Friendly Functional trend?
Kid-Friendly Functional: There has been an increase in healthier products for kids, and this has expanded to include functional ingredients within kids’ drinks. Such products highlight how Millennial parents are seeking similar functional products for their children as the ones that they purchase for themselves.
Insight
The consumer insight behind the Kid-Friendly Functional trend
With increased consumer awareness of functional ingredients and the health and nutritional benefits they offer, its expansion into kid's products highlights the preferences particularly of MIllennial parents for kid-friendly products that are nutritious. Such products still appeal to the format and flavor preferences of children while meeting the functional expectations of parents.
Trend themes
Themes within the Kid-Friendly Functional trend
Three behaviours holding the trend together01
Increased Focus on Functional Ingredients for Kids
Health-conscious consumers are expecting and seeking children's products that contain nutritious and functional ingredients that enhance their health and development.
02
Preference for Kid-Friendly Products that are Nutritious
Parents are increasingly looking for products that meet their high nutritional and functional standards but still appeal to the format and flavor preferences of children.
03
Reduced Sugar and Healthy Beverage Alternatives
With a rise in consumer awareness of the health risks associated with sugar, there is a demand for reduced-sugar and healthy beverage alternatives that offer both hydration and functional benefits.
Industry implications
What the Kid-Friendly Functional trend means for industry
Where the trend changes the playbookFor
Children's Functional Beverages
The children's functional beverage industry is expanding as parents demand healthier options to meet their children's nutritional needs and development.
For
Organic and Reduced-Sugar Drink Industry
The organic and reduced-sugar drink industry is growing as consumers seek healthier alternatives to traditional beverages with added sugars and artificial ingredients.
For
Food Waste Reduction
Brands are incorporating imperfect and damaged produce to make their products and reducing waste in the food industry and meeting consumer demand for natural and sustainable products.
Workshop question
Consider what aspect of your brand that your customers love that could be updated to also appeal to other generations.
Trend signals
Trend signals for Kid-Friendly Functional
Trend score 4.6 out of 10, from popularity 63%, activity 65%, freshness 12%.
Popularity63%
Activity65%
Freshness12%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial (not a primary audience)
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Kid-Friendly Functional trend
10 featured examples from Dec 12, 2017 to Jun 14, 2022CategoryMarketing
Functional Children's Snack Pouches
These New GoGo squeeZ Snack Pouches Come in Two Options
Food companies can innovate in the functional snacks market by developing new products that cater to specific health needs.
CategoryLifestyle
Probiotic Yogurt Cubes
All Right Yogurt's Kid-Friendly Yogurt Cubes are Tasty and Nutritious
Snack companies can create healthier snack options using probiotic technology and innovations in freeze-drying.
CategoryLife-Stages
Blended Vegetable Drinks
Buddy Fruits & Veggies Helps Kids Pack More Nutrients into Their Diet
Buddy Fruits & Veggies disrupts the children's beverage industry by introducing a nutritious drink option made from blended fruits and vegetables.
CategoryLifestyle
Developmental Nutritional Shakes
KidzProtein & KidzProtein Vegan Supports Children's Development
Opportunity for nutraceutical companies to invest in innovative and unique solutions for enhancing children's growth and wellness.
CategoryMarketing
Child-Focused Immunity Support Drinks
Actimel Kids Comes in Two Flavor Options
The beverage industry can create new products for children, utilizing unique ingredients and flavors that target specific nutritional and health needs.
CategoryLifestyle
Charitable Watermelon Beverages
The WTRMLN WTR + Strawberry Mission Bottle Supports FoodCorps
The functional beverage industry can explore the potential of incorporating natural and unconventional ingredients to create innovative products that cater to health-conscious con…
CategoryLifestyle
Kid-Friendly Fiber-Infused Water
'hellowaterkids' Shares Flavored, No-Sugar Beverages for Youth
Opportunities for companies to create new, healthier beverage options for children.
CategoryLifestyle
Kid-Friendly Vitamin Water
'Cool Waters' Hydrate Kids with Five Grams of Sugar or Less
Beverage companies can capitalize on the trend towards healthier, low-sugar drink options for kids by incorporating Vitamin C and organic fruit juice to create hydrating on-the-go…
CategoryLifestyle
Kid-Nourishing Whole Milks
Horizon Organic's Growing Years Milk Supports Kids Ages One to Five
This trend presents an opportunity for organic dairy companies to develop and market specialized milk products that cater to the nutritional needs of young children.
CategoryLife-Stages
Kid-Friendly Functional Juices
Ocean Spray's Growing Goodness Boast Immune & Digestive Benefits
Opportunity for businesses to create and market functional juice beverages for children within the food and beverage industry.
