Food and beverage manufacturers' target audience may be shifting, with the number of in-home meal occasions increasing, kids' influence over mealtime foods is varying from as much as 31% choosing what they eat for breakfast to a far less percentage of kids controlling what they eat for dinner, according to a report by the NPD Group.
The report, "Generation Mom: How Moms Provide and Kids Influence Consumption Patters in the Home," found that kids have most influence over food and beverage choices at breakfast and the morning snack. Twenty-four percent of kids, ages 2 to 17 years, choose what they eat at lunch; 3% decided what they eat at dinner; and 46% of kids choose what they eat for between meal snacks.
Tight budgets limiting the amount of restaurant meals families can afford have kids eating 43 more meals at home each year than they did a decade ago, with teens being more than twice as likely to influence any in-home meal occasion.
"More kids plus more meals being eaten at home represents a growing opportunity for food and beverage manufactures. By understanding who controls the meal and what is commonly consumed at each meal, you can more effectively target your audience," said Darren Seifer, NPD food and beverage industry analyst.
The report, "Generation Mom: How Moms Provide and Kids Influence Consumption Patters in the Home," found that kids have most influence over food and beverage choices at breakfast and the morning snack. Twenty-four percent of kids, ages 2 to 17 years, choose what they eat at lunch; 3% decided what they eat at dinner; and 46% of kids choose what they eat for between meal snacks.
Tight budgets limiting the amount of restaurant meals families can afford have kids eating 43 more meals at home each year than they did a decade ago, with teens being more than twice as likely to influence any in-home meal occasion.
"More kids plus more meals being eaten at home represents a growing opportunity for food and beverage manufactures. By understanding who controls the meal and what is commonly consumed at each meal, you can more effectively target your audience," said Darren Seifer, NPD food and beverage industry analyst.
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