# Kid-Friendly Functional Brands incorporate beneficial ingredients into kid-oriented beverages. By [Hayley McGlone](https://www.trendhunter.com/hayley_mcglone), Manager, Client Research & Strategy | Published Jun 18, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/kidfriendly-functional ## Key Figures - Trend score: 4.6/10 - Evidence articles: 10 ## 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. ## 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. ## At a Glance - Evidence: 10 featured examples - Articles from: Dec 12, 2017 to Jun 14, 2022 - Published: Jun 18, 2019 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Alpha, Gen Z - Top markets: North America, Europe, Asia ## Themes within the Kid-Friendly Functional trend ### 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. ### 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. ### 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. ## What the Kid-Friendly Functional trend means for industry ### For 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 for Kid-Friendly Functional Trend score 4.6 out of 10, from popularity 63%, activity 65%, freshness 12%. - Popularity: 63% - Activity: 65% - Freshness: 12% ## Examples of the Kid-Friendly Functional trend 10 featured examples from Dec 12, 2017 to Jun 14, 2022. - [Functional Children's Snack Pouches](https://www.trendhunter.com/trends/gogo-squeez-snack-pouches): These New GoGo squeeZ Snack Pouches Come in Two Options (Category: Marketing) Implication: Food companies can innovate in the functional snacks market by developing new products that cater to specific health needs. - [Probiotic Yogurt Cubes](https://www.trendhunter.com/trends/all-right-yogurt): All Right Yogurt's Kid-Friendly Yogurt Cubes are Tasty and Nutritious (Category: Lifestyle) Implication: Snack companies can create healthier snack options using probiotic technology and innovations in freeze-drying. - [Blended Vegetable Drinks](https://www.trendhunter.com/trends/buddy-fruits-veggies): Buddy Fruits & Veggies Helps Kids Pack More Nutrients into Their Diet (Category: Life-Stages) Implication: Buddy Fruits & Veggies disrupts the children's beverage industry by introducing a nutritious drink option made from blended fruits and vegetables. - [Developmental Nutritional Shakes](https://www.trendhunter.com/trends/kidzprotein): KidzProtein & KidzProtein Vegan Supports Children's Development (Category: Lifestyle) Implication: Opportunity for nutraceutical companies to invest in innovative and unique solutions for enhancing children's growth and wellness. - [Child-Focused Immunity Support Drinks](https://www.trendhunter.com/trends/actimel-kids): Actimel Kids Comes in Two Flavor Options (Category: Marketing) Implication: The beverage industry can create new products for children, utilizing unique ingredients and flavors that target specific nutritional and health needs. - [Charitable Watermelon Beverages](https://www.trendhunter.com/trends/wtrmln-wtr-strawberry): The WTRMLN WTR + Strawberry Mission Bottle Supports FoodCorps (Category: Lifestyle) Implication: The functional beverage industry can explore the potential of incorporating natural and unconventional ingredients to create innovative products that cater to health-conscious con… - [Kid-Friendly Fiber-Infused Water](https://www.trendhunter.com/trends/fiber-infused-water): 'hellowaterkids' Shares Flavored, No-Sugar Beverages for Youth (Category: Lifestyle) Implication: Opportunities for companies to create new, healthier beverage options for children. - [Kid-Friendly Vitamin Water](https://www.trendhunter.com/trends/cool-waters): 'Cool Waters' Hydrate Kids with Five Grams of Sugar or Less (Category: Lifestyle) Implication: 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… - [Kid-Nourishing Whole Milks](https://www.trendhunter.com/trends/growing-years): Horizon Organic's Growing Years Milk Supports Kids Ages One to Five (Category: Lifestyle) Implication: 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. - [Kid-Friendly Functional Juices](https://www.trendhunter.com/trends/growing-goodness): Ocean Spray's Growing Goodness Boast Immune & Digestive Benefits (Category: Life-Stages) Implication: Opportunity for businesses to create and market functional juice beverages for children within the food and beverage industry. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)