December 17, 2018
by Ali Pohn
Linkage Research attended the inaugural Food for Kids Summit hosted by Food Navigator. Given our specialty focus in both natural products and family research, we were eager to connect with others who are closely monitoring the trends and building brands in this space. Below are just some of the exciting trends, ideas, and products that will influence the future of kids’ nutrition.
Children’s Food: Nutritious, Tasty, and Convenient
At Linkage Research we’ve been talking to Millennials about food and nutrition for the past 15 years. We’ve seen their tastes in food and feelings on nutrition evolve as they have moved from childhood to adulthood. As many Millennials have now become parents, we’re seeing them demand new options to provide better nutrition for their kids.
First, what they don’t want – parents today prioritize avoiding artificial ingredients first, followed by sugar avoidance. Data from our Free From Forum Market Monitor shows one in 5 parents is avoiding artificial colors (21%), sweeteners (21%), flavors (20%), and preservatives (20%). Another 12% avoid sugar. Parents are telling us they want to feed their children real (not processed) food — that children will actually eat! At the Food for Kids conference, several participating companies deliver on this promise of the kids’ food trifecta: nutritious, good tasting, and convenient. Below are a few examples:
- Kids Luv makes juice infused water that’s high in vitamins and nutrients, sugar-free, gluten free, non-GMO and vegan. Kids Luv features fun, kid-appealing packaging and playful names like Flying Fla-Mango that kids enjoy.
- Nom Noms World Food offers prepared meals and wraps for kids, that contain no added sugar or salt and come in convenient packaging that’s interactive and educational. These meals represent a world of flavors with ingredients and spices with dishes originating from around the world, capitalizing on Millennials’ desire to experience global cuisines and share those experiences with their kids.
Introducing Allergens: Thinking Differently
The prevalence of food allergies in kids has doubled over the past 10 years making this a key topic at the Summit. For years, parents have been instructed to delay introducing foods that cause allergic reactions, but recently, the scientific community has reversed this recommendation. The results of a study (LINK) has led to a change in the American Association of Pediatrics Guidance on when to introduce key ingredients that cause allergies, like eggs and peanuts. Now the recommendation is to not avoid but to introduce these foods much earlier, at age 2-3 months.
Several companies at the Summit featured new products that enable the introduction of allergens via food forms that are safe and suitable for infants. These companies include Inspired Start, Hello Peanut, First Nuts and Spoonful One.
Allergy Free: More Options
Life with a child with food allergies is both scary and challenging. With over 50% of food allergies being diagnosed before age 10, many companies are committing to creating a safer, easier, and more normal life for families and kids with allergies.
- Enjoy Life has been dedicated to this cause for many years. Their tagline is “Eat freely. Enjoy Fully.” And pretty much everyone can do just that because every product they produce is “allergy friendly” (free from gluten and the 14 most common allergens) and taste good too. The company has proliferated numerous products in a diverse array of categories to offer variety so that no one with food allergies has to feel deprived.
- Happy Family Organics uses digital to make life easier for families of kids with food allergies. Their website allows parents to select foods they want to avoid and recommends baby, toddler, or kids’ products that match parents’ criteria.
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