5 Key Trends in Kids' Nutrition 2008

5 Key Trends in Kids' Nutrition 2008 is a unique annual review of the mega-trends that are shaping the global kids' nutrition market.

The only report of its kind, this analysis of key developments worldwide in 2007 draws on the 150-plus interviews conducted by Kids' Nutrition Report with industry executives each year. It sets out the successful and the unsuccessful strategies - and the reasons for success or failure - and shows how connecting to multiple trends is crucial, as well as providing a check-list for successful kids' product NPD.

The 5 Key Trends in Kids' Nutrition for 2008 are:

• Key Trend 1: The mainstreaming of "free-from" and "all-natural"
• Key Trend 2: Immunity and digestion - the two biggest opportunities
• Key Trend 3: Omega-3 to remain niche
• Key Trend 4: Healthy snacking - rapid growth pulls in big and little players
• Key Trend 5: Spotlight of overweight blame needs to refocus

The trends are illustrated with a wealth of data and examples, including the following detailed case studies:

• Danone takes the No. 1 slot in kids' dairy
• Nestl buys Gerber and a stronger US presence
• Gluten-free products flourish in the US
• Stonyfield Farm harvest bumper sales of kids' yoghurt
• St. Ivel Advance omega-3 milk stumbles
• Unilever unveils first kids' brainfood range

As the only company in the world dedicated to researching the business of food and health we are uniquely able to deliver a wealth of insights and opinions. Plus, our own background in marketing and product development means that we set out the trends in a way that enables companies to connect them to their own strategies.

5 Key Trends in Kids' Nutrition is an annual analysis of the key, long-term drivers in the business of kids' food and health and it has been published each year since 2001. It is bought by hundreds of companies, large and small, in over 40 countries.

Julian Mellentin is co-author of both The Functional Foods Revolution: Healthy people, healthy profits?, the first-ever book on the business of functional foods, now translated into Japanese, and Commercialising Innovation: The Food & Health Marketing Handbook.