Category
Lifestyle
Assisted Choices
Trend cluster
Category
Kinder
Curation
The children of the health wave enjoy specialty diets in familiar forms.
3.7
Trend score
Trend
What is the Kinder Curation trend?
Kinder Curation: The health wave has parents -- particularly millennial parents -- taking nutrition for kids a step further with specialty diets. Children's snacks in traditional formats, that follow vegan, gluten-free guidelines are becoming more commonplace. This speaks to the values of the millennial parent to not only instill a sense of health in their children, but to provide kids with a top-tier experience from the get-go.
Trend themes
Themes within the Kinder Curation trend
Three behaviours holding the trend together01
Specialty Diets for Kids
Health-conscious millennial parents are looking for specialty diets when it comes to their children, such as vegan and gluten-free options, creating opportunities in the children's food and beverage industry.
02
Marketing to Kids
Companies such as Smarty Pants Water are marketing directly to children, recognizing their desire for fun and playful branding, opening up opportunities for more creative and engaging marketing tactics in the food and beverage industry.
03
Healthy Convenience
Brands like Nurture Fruity Waters+ and Happy Baby Organic Teethers offer convenient, easy-to-consume products that are also healthy for children, indicating a demand for healthy and convenient options in the food and beverage industry.
Industry implications
What the Kinder Curation trend means for industry
Where the trend changes the playbookFor
Children's Food and Beverage
The children's food and beverage industry can take advantage of the demand for healthy and specialty diets for kids, as well as the need for more creative and playful marketing tactics to appeal to young consumers.
For
Organic and Non-GMO
Organic and non-GMO food companies like Oh Baby Foods and Amazon's Mama Bear brand are disrupting the baby food industry by offering preservative-free, natural alternatives without harmful chemicals, creating opportunities in the organic and non-GMO industries.
For
Health and Wellness
The demand for healthy and convenient meals for children presents opportunities in the health and wellness sector, as brands aim to provide nutritious options that are easy to consume on-the-go, making it easier for parents to instill healthy habits in their young children.
Workshop question
How can your brand position its product or service in a new way, to appeal to the healthy, family-oriented consumer?
Trend signals
Trend signals for Kinder Curation
Trend score 3.7 out of 10, from popularity 50%, activity 54%, freshness 8%.
Popularity50%
Activity54%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Kinder Curation trend
8 featured examples from Apr 29, 2015 to Jul 29, 2016CategoryLifestyle
E-Retail Baby Food Brands
Amazon's Branded Baby Foods Are Free of Chemicals and Pesticides
The retail industry can tap into the private-label baby food trend by launching their own branded products to compete with online giants like Amazon.
CategoryLife-Stages
Kid-Friendly Ice Creams
This Sugar-Free Ice Cream Range is Designed for Kids
Opportunity for dairy companies to provide healthier milk options for consumers, such as Jersey dairy's milk with more protein and calcium.
CategoryLifestyle
Child-Targeting Water Bottles
Smarty Pants Water Taps into Kids Desires to Outwit Adults
The beverage industry can explore the trend of child-targeted products and incorporate playful designs and gamification elements to appeal to young consumers.
CategoryLifestyle
Preservative-Free Baby Foods
This Non-GMO Baby Food Consists of All Natural Ingredients
Companies within the baby food industry can capitalize on the trend towards preservative-free, herb-infused and non-GMO baby foods.
CategoryLife-Stages
Organic Snack Bags
'CrEATers' is an Organic Snack Branded with Minimalist Packaging
The organic food industry can explore new product lines and marketing strategies targeting children and their parents to encourage healthy eating habits.
CategoryLifestyle
Kids Cold-Pressed Juices
The Vital Kids Line of Healthy Beverages Are All-Natural and GMO-Free
New niches are emerging within the already crowded beverage industry as producers seek to incorporate nutritional value into their offerings, specifically tailored to children.
CategoryLifestyle
Organic Teething Snacks
These Happy Baby Teething Biscuits Gently Soothe and Nourish
The organic baby food industry has the potential to grow with the increasing interest in healthier options.
CategoryLifestyle
Immune-Boosting Children's Juices
The Natural Immune Products Offer Nutrients After Breast Feeding
The beverage industry can explore the potential of creating immune-boosting children's beverages that provide essential nutrients.
