According to a 2012 follow-up report on Food Marketing to Children and Adolescents by the Federal Trade Commission, 44 food and beverage manufacturers, distributors, and marketers in the U.S. reported spending $113 million on in-store marketing and packaging to reach children and adolescents. While this number has actually decreased since 2006, it’s still a pretty large chunk of change, and it may have to do with the growing influence of kids on the product selection process. Researchers cite a variety of factors that contribute to this trend, including:
- Single-parent households
- More time kids spend on media
- Digital information at their fingertips
Now add childhood obesity to that dynamic. The Centers for Disease Control and Prevention states that more than one third of children and adolescents are overweight or obese. As part of the grocery selection process, kids ask for what catches their eye — usually sugary and salty snacks.
So how does a retailer respond to these trends responsibly?
Manufacturers are stepping up to the plate with health-conscious alternatives marketed toward youth. Think Halos® and Go-Gurt®, both of which promote health as the kid-friendly hero in their advertising campaigns. In addition, Wonderful Citrus (the maker of Halos) and Del Monte Fresh Produce have committed to healthy-eating education programs in conjunction with Boys & Girls Clubs of America and local schools.
“Introducing fresh fruits and vegetables to children at an early age is critical in developing long-term healthy eating habits,” explains Dionysios Christou, vice president marketing for Del Monte Fresh Produce, in a Grocery Headquarters article. “Millions of kids are engaged during the school year in PE and health classes about eating better and being active. So they see these graphics and we are able to tie that in with POS material, display bins, and polybags. When kids go into the store, the hope is they see that and say ‘hey mom, that is one of the fuel items from the… program.’”
How the shelf edge fits in.
While kids seem to notice everything, you still have to compete to capture their attention — as you do with every other market segment. Colorful, novel, and illustrative signage and tags that speak directly to them (as opposed to their parents) break through the clutter and grab their imaginations. Our full-service design department can help you strategize and create an in-store tag and signage campaign that enhances your ROI with this demanding, yet adorable, market.
Contact us today.