Nutrition Business Journal 2009 Healthy Kids' Market Report: Breaking the Entry Barrier

Nutrition Business Journal (NBJ) today announced the release of its inaugural 2009 Healthy Kids’ Report. This report is a must have for any company operating in, attempting to move into or simply evaluating this category. NBJ views the approximately $10.1 billion healthy children’s market as one of the hottest product trends in 2009 and believe that there are still plenty of opportunities for new innovative products to be introduced to the market. With childhood obesity and diabetes rates at historic levels and food quality issues continuing to surface, many households have been left looking for healthier and safer food option for their families. As Nutrition Business Journal’s research, interviews with and survey of more than 150 companies revealed, parents are proving increasingly willing to pay for such products for their kids, even if it means scrimping on something for themselves in the current economy.

This report provides a breakdown and analysis of 2008 U.S. healthy children’s product sales for dietary supplements, functional foods and beverages, natural foods and beverages, organic foods and beverages, and natural & organic personal care and household products. This analysis includes an overview of total 2008 U.S consumer sales by channel (retail, Internet, healthcare practitioner, network marketing and direct response) for each product category to provide context for how healthy children’s product sales compare to overall product sales in each product category.

“This report is custom tailored to focus on the healthy, better-for-you kids’ category as well as the specific healthy kids’ segment data that any company entering or growing in the kids’ market needs for strategic development and this is what sets this report apart from the other kids’ product reports on the market.” said NBJ Research Manager Carla Ooyen.

This report also includes:

· A discussion of healthy kids’ product trends for dietary supplements, functional foods and beverages, natural foods and beverages, organic foods and beverages, and natural & organic personal care and household products.

· A detailed exploration of the children’s supplement market from a product development and marketing standpoint. This includes a look at what is driving the growth of supplement usage by children; what products and brands are breaking through and why; and how the economy and recent negative research press are affecting sales.

· A deep dive into the natural & organic personal care market for babies, children and teens that includes product and marketing trends across a variety of product categories, including eco-friendly diapers, skincare, hair care and oral care.

· Insights on finance and investment options for healthy kids’ product companies. We look at the product types and approaches are receiving funding and discuss what investors are looking for in the current economic environment.

· Q&As with executives of 10 leading healthy kids’ product companies

· Detailed profiles of 45 leading and emerging healthy kids’ companies and brands in the dietary supplements, functional foods and beverages, natural foods and beverages, organic foods and beverages, and natural & organic personal care and household product categories.

· Tips and strategies for cost effectively targeting and communicating to mothers, who represent the demographic group that is most influential when it comes to purchasing kids’ products.

Visit to view the table of contents and purchase the report.

Nutrition Business Journal is an executive newsletter for decision-makers in the natural, nutrition and complementary and alternative health industries. NBJ's exclusive research and editorial focus on the strategic issues of the nutrition industry has made it a leading business intelligence resource for subscribers since 1996. To purchase detailed market research reports, subscribe to the NBJ, or sign up for the NBJ's free weekly e-newsletter, please visit NBJ also hosts The NBJ Summit, an invitation-only retreat for C-level executives in the nutrition industry each July. For more information, visit

New Hope Natural Media (, a division of the Penton Media, Inc., is the leading media resource and information provider for the natural, organic and healthy products industry with print, in-person/event, and e-business products and services. Penton Media, Inc. is the largest independent business-to-business media company in the U.S., serving more than six million business professionals every month. The company’s market-leading brands are focused on 30 industries and include 113 trade magazines, 145 Web sites, 150 industry trade shows and conferences, and more than 500 information data products. Headquartered in New York City, the privately held company is owned by MidOcean Partners and U.S. Equity Partners II, an investment fund sponsored by Wasserstein & Co., LP, and its coinvestors. For additional information on the company and its businesses, visit

Hide comments


  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.