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77 pages, 42 colour illustrations, 9 charts and tables

Dairy is the most dynamic category in the business of kids’ nutrition worldwide. The three ingredients currently getting most attention from companies are calcium, probiotics, and omega-3. Underpinning these is the strong trend towards “natural”, “free from” and “organic” positionings.

Using 10 case studies from Europe, the US and the Asia Pacific region, as well as one global brand, this report sets out the ingredient, marketing and branding strategies which are driving growth in kids’ nutritional dairy. Our case studies include examples of success and failure, the creation of new brands and the reinvention of old ones.

We also set out the implications of the single-biggest event in the kids’ nutritional marketplace of 2007: Groupe Danone’s acquisition of infant and kids food giant Numico. This move opens the door for Danone to develop kids’ brands as successful as its Activia and Actimel adult brands.

Calcium for bone health is a mass-market message but a couple of companies  – Yoplait in the UK and Fonterra in Asia Pacific – have developed successful, premium-priced brands through skilful marketing.

Probiotics for gut health and immunity are still niche and challenging, especially for mass-market brands. By contrast, Danone’s Stonyfield Farm has seen sales rocket by combining a probiotic message with an organic one.

Omega-3 for brain health has created a huge buzz and a lot of NPD activity but the reality is omega-3 brands have achieved sales far below what was expected of them. Omega-3 is still an ultra-niche consumer interest and this will change only slowly.

Our analysis sets out the key strategies that companies can apply to maximise the chance of success and reduce the risk of failure. This report gives you:

Our analysis draws on:

3 European Case Studies: St. Ivel Advance Omega-3 milk; Yoplait Petits Filous calcium-fortified products; and Nestlé Munch Bunch, with omega-3, calcium and probiotics.

4 US Case Studies: Nestlé Nesquik; Organic Valley of Farms; Danone’s Stonyfield Farm YoBaby & YoKids organic and probiotic brands; PepsiCo’s Quaker Milk Chillers.

1 Asia-Pacific Case Study: Fonterra Calci-Yum, bone-health marketing in Malaysia and New Zealand.

1 Global Brand Case Study: Danone’s Danonino, focusing on its growing omega-3 offering.

1 Global Strategy Case Study: the implications of Danone’s acquisition of infant formula giant Numico, which has propelled the French dairy group to the No. 1 position in kids’ dairy in Europe and Asia.

As the only organisation in the world dedicated to the business of nutrition, our analysis is second-to-none for accuracy and usefulness. (see the contents page).

To view a summary of topics covered in the case studies in this report (click here)

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