Health-conscious parents are driving rapid growth in the better-for-you kids snacking space, powering demand for new products across the globe.
The $78 billion kids snack market is projected to maintain a compound annual growth rate (CAGR) of 8% over the next decade, more than doubling the sector to $168.34 billion, according to Future Market Insights.
That growth rate is lower in the US, where CAGR is expected to reach 4.6% over the next 10 years, Future Market Insights said.
“The kids’ snack category is shaped by the consumer shift toward health-oriented, convenient food products,” the report noted. “Granola bars represent the largest product format, supported by demand for portable, shelf-stable snack options that align with active lifestyles. Cereal formats serve the breakfast category, where consumers are seeking alternatives to traditional processed cereals with improved nutritional profiles.”
Here are some of the recent health-focused kid snacks released on the market.
Target stocks cadootz!
Better-for-you savory cracker company cadootz! launched at Target in June, following an online rollout in January that sold out in under two hours.
The Target lineup includes Cheddar, Sea Salt and Ranch varieties, which are available in a snack pack format.
The 30-gram certified-organic servings include 5 grams of protein, 1 gram of sugar and are free of gluten, seed oil, gums, emulsifiers and artificial dyes, cadootz! said.
“Launching cadootz! in Target is absolutely surreal. As a mom of three, Target runs are a part of our weekly routine, so it’s a full circle moment,” said Rachel Mansfield, co-founder and co-CEO of cadootz!. “What’s been especially exciting is how intentional Target has become about the better-for-you space. They’ve really raised the bar on what families can expect, and at their scale, that kind of accessibility makes a real difference in how people discover and shop for products like ours.”
Häppy Candy hits Whole Foods
Better-for-you gummy brand Häppy Candy got a big break this summer with a national rollout at Whole Foods Market as part of the grocer’s LEAP incubator program.
“We are incredibly proud and excited to launch Häppy Candy at Whole Foods Market,” said Maxi Heidenblut, founder and CEO of Häppy Candy. ”Whole Foods Market has always been a retailer we deeply admire for their high food quality and ingredient standards, and their commitment to supporting innovative, mission-driven brands.
The brand touts its low sugar content – 1 gram to 3 grams per bag – “without using stevia, monk fruit, allulose, sugar alcohols or other hard-to-pronounce ingredients commonly found in many better-for-you alternatives.” Häppy Candy also is free from artificial dyes and the top nine allergens, the company said.
“These gummies are made with real sugar, just less of it, so you get all the flavor without alternative sweeteners,” said Mindy Hauge, emerging brands forager at Whole Foods. “It’s a better-for-you option with all the nostalgia of the candy we loved as kids. With fun flavors like Italian Summer and playful packaging. It’s the perfect treat for summer snacking.”
Organic for kids 4 to 8 years
Earth’s Best released its first-ever line of organic snacks for kids between the ages of 4 and 8 years old under the brand Earth’s Best Big Kid Snacks.
The new lineup, released in May, includes Organic Crispy Sticks, made of organic lentils and real cheese, and Organic Veggie Waves, wavy snacks made with organic peas and sorghum. They are certified USDA Organic, non-GMO and contain no artificial flavors or preservatives.
The Hoboken, New Jersey-based health food brand said parents have told them a white space exists in snacks for the age group.
“At Earth’s Best, we know families want snacks they can trust as their kids grow,” said Pamela Goldberg, chief marketing officer at Earth’s Best. “Big Kids Snacks are the next natural evolution in our mission to support families at every age and stage. They’re packed with flavor, wholesome ingredients and just the right fuel to keep up with busy days or snack-time fun. From first bites and self-feeding milestones to lunch boxes and backpacks, we’re here to make snacking simple, enjoyable and something caregivers can feel good about.”
