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By the numbers: Children have big buying powerBy the numbers: Children have big buying power

These numbers show how marketing to kids is big business.

Christine Kapperman

March 29, 2014

1 Min Read
By the numbers: Children have big buying power

Major food brands rely on children’s superhuman “pester power” to push products into family grocery carts. This is why they spend significant money to develop products and advertising that target young influencers. The numbers below show just how much impact these small consumers have.

3.5: Percentage of the $639 billion food and beverage market occupied by children’s products in 2013

7: Categories most targeted to youth: dairy, snacks, frozen food, beverages, cereal, shelf-stable meals and produce

4.4: Percentage growth of youth foods and beverages, outpacing the traditional 2.9 percent rate in the same categories  

$1.79 billion: Amount major food companies spent marketing to young
consumers in 2009

$29.8 billion: Estimated value the children’s food market will reach in 2018, up from 2013’s $23.2 billion

47: Number of products MOM’s Organic Market removed from its shelves when it chose in 2013 to ban marketing to children in its stores

Sources: MOM's Organic Market, Packaged Facts, Federal Trade Commission

About the Author(s)

Christine Kapperman

Senior Content Director, New Hope Network

As the senior content director at New Hope Network, Christine Kapperman combines her 20-year journalism background with her passion for business to cover the natural products industry for newhope.com and Natural Foods Merchandiser magazine. She also led content at worldteanews.com. She loves tracking (and tasting) trends as she shares what’s next to show up in cups, plates and in pantries across the United States.

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