Beyond pester power

Products targeted to children are growing across the categories of dairy, cereal, snacks, ready meals and fruits and vegetables. Organic is gaining ground with this set, up 20% in 2016, according to Innova Market Insights.

Fruit flavors are popular in product launches positioned for children, growing 80% last year, followed by vegetables (65%), spices and seeds (55%) and herbs (7%).

Beyond featuring cartoon characters on the packaging, many brands are developing products that engage children to cook and create.