Table of Contents
Introduction and Abbreviations
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- Definition
- Consumer research
- ACORN
- Abbreviations
Premier Insight
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- Older children need to be targeted
- Working mums less likely to provide a packed lunch
- Parents run out of ideas too
- 'Open all hours' plan for schools
- Food fascism won’t work – tackle the source
Executive Summary
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- Big brother is watching
- Lunchbox opportunities to decline
- Chocolate is not for lunch
- A ‘junk’ food ban would mean a monumental change
- Healthy eating message is reaching most but not all children
- The majority assert their independence
- Packed lunches have the highest penetration among C2s
- AB children have the healthiest packed lunch
- A prospering economy does not necessarily benefit lunchboxes
Market Drivers
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- The school aged population
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- Figure 1: Number of children in the UK aged 5-16, 1999-2009
- Government school lunch guidelines
- Trends in pocket money
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- Figure 2: Average weekly income of children aged 7-14, 2002-04
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- Figure 3: Average monthly income of children aged 15-16, 2002-04
- Parental attitudes towards children’s snacking
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- Figure 4: Parents’ attitudes towards children's snacking, February 2003
- The family unit
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- Figure 5: Percentage of dependent* children living in different types of family units, 1972-2002
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- Figure 6: Working women, by age of own children, 1998-2004
- Affluent women
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- Figure 7: Working status, by socio-economic group, 2004
- Growth in discretionary income represents a mixed opportunity
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- Figure 8: Trends and projections in PDI and consumer expenditure, at current and constant 1999 prices, 1999-2009
- Childhood obesity under the media microscope
Market Overview
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- Figure 9: Items packed by mothers in children's packed lunches, September 2004
- Diversity of the packed lunch
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- Figure 10: Total market values of product areas associated with children’s lunchboxes, 2000-04
- Fresh fruit
- Chocolate confectionery
- Biscuits
- Crisps
- Savoury snacks
- Juice and juice drinks
- Bread and fillings
- Yogurt and chilled pot desserts
- Pies and pasties
- Individual wrapped cakes
- Processed cheese and RTE lunchbox products
- Cereal bars
- Dried fruit snacks
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Case Studies
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- Ready-to-eat lunchbox products
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- Figure 11: Segmentation of the processed cheese snacks sector, by value, 2004
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- Figure 12: Main monitored media advertising on Dairylea RTE lunchbox products, 1999-2004
- The dried fruit snacking market
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- Figure 13: Estimated market shares in the dried fruit market, by company, 2004
- Juice Drinks
New Product Development
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- Meal and meal centres
- Cereal bars
- Yogurts and pot desserts
- Cheese and cheese snacks
- Milkshakes
- Dried fruit snacks
- Confectionery
- International launches
Advertising and Promotion
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- Above-the-line advertising
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- Figure 14: Main monitored media advertising spend on relevant sectors to children’s lunchboxes, 1999-2003
- Advertising on brands popular with children
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- Figure 15: Main monitored media advertising expenditure on brands suitable for lunchboxes that are popular with children, January-September 2004
- Character merchandising
- Celebrity endorsements
- Other on-pack promotions
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- Figure 16: Examples of below-the-line promotional activity, August-November 2004
- Price promotions
The Consumer
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- Figure 17: Attitudes towards eating – children aged 7-16, 2004
- Encouraging signals for healthy eating (at least among girls)
- ‘Food fascism’ won’t work with independent thinkers
- Eating triggers emotional response
- School represents the second-biggest snacking opportunity after home
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- Figure 18: Where selected products are eaten most – those aged 11-16, 2004
- Even parents cannot control impulse purchases
- Cereal bars: the modern substitute for chocolate?
- Four in ten mothers say they always pack a lunch
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- Figure 19: Term-time lunch habits for children, 2004
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- Figure 20: Children’s school lunchtime habit – mothers, by age of child, 2004
- C2s are most consistent providers of packed lunches
- Working mums less likely to provide a packed lunch
- C2s choose unhealthy ‘fillers’
- Older mothers more likely to choose convenience over health
- Asda and Morrisons shoppers need more education in packed lunches
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- Figure 21: Typical content of lunchboxes, by school age, 2004
- Detailed Demographics
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- Figure 22: Agreement with the statement ‘I try not to eat too many sweets’ – 7-16s, 2004
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- Figure 23: Agreement with the statement ‘I’m fussy about the food I eat’ – 7-16s, 2004
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- Figure 24: Agreement with the statement ‘People who buy health foods are strange’ – 7-16s, 2004
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- Figure 25: Agreement with the statement ‘It’s important to eat a balanced diet’ – 11-16s, 2004
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- Figure 26: Agreement with the statement ‘I eat anything I like’ – 11-16s, 2004
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- Figure 27: Agreement with the statement ‘I try not to eat too much’ – 11-16s, 2004
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- Figure 28: Agreement with the statement ‘I am easily influenced by other people’ – 11-16s, 2004
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- Figure 29: Agreement with the statement ‘I prefer to buy things my friends approve of’ – 11-16s, 2004
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- Figure 30: Agreement with the statement ‘When I’m sad I eat something’ – 11-16s, 2004
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- Figure 31: Agreement with the statement ‘I often try to lose weight’ – 11-16s, 2004
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- Figure 32: Agreement with the statement ‘Sometimes I feel guilty about eating’ – 11-16s, 2004
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- Figure 33: Women questioned for Packed Lunch report, by age of child, by age, socio-economic group region, marital status, working status, household size, ACORN category, media usage and supermarket usage, 2004
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- Figure 34: Children’s school lunchtime habits – mothers, by age, socio-economic group, region, marital status, working status and household size, 2004
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- Figure 35: Children’s school lunchtime habits – mothers, by ACORN category, media usage and supermarket usage, 2004
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- Figure 36: Usage of foods in lunchboxes – mothers, by age, socio-economic group, region, marital status and working status, 2004
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- Figure 37: Usage of foods in lunchboxes – mothers, by ACORN category, media usage and supermarket usage, 2004
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- Figure 38: Usage of other foods in lunchboxes – mothers, by age, socio-economic group, region, marital status and working status, 2004
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- Figure 39: Usage of foods in lunchboxes – mothers, by ACORN category, media usage and supermarket usage, 2004
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- Figure 40: Usage of further foods in lunchboxes – mothers, by age, socio-economic group, region, marital status and working status, 2004
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- Figure 41: Usage of further foods in lunchboxes – mothers, by ACORN category, media usage and supermarket usage, 2004
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- Figure 42: Usage of foods in lunchboxes – mothers, by age of children, 2004
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The Consumer – Parental Attitudes
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- Figure 43: Mothers’ attitudes towards lunchboxes, September 2004
- Realism rules over wishful thinking
- Young mothers retain tight control of the apron strings
- Cynical ABC1s object to children as food targets
- Lower primary school children have the greatest variety
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- Figure 44: Packed lunch repertoires, by age of children, 2004
- Assessing key targets – Parent typologies
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- Figure 45: Typologies of parents of children aged 5-16 with regard to packed lunches, September 2004
- Ideal targets are younger Persisting Parents
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- Figure 46: Parent typology, by school age of child, 2004
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- Figure 47: Parent typologies, by products supplied in packed lunches, 2004
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Parental Attitudes – Detailed Demographics
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- Figure 48: Attitudes towards lunchboxes – mothers, by age, socio-economic group, region, marital status and working status, 2004
- Figure 49: Attitudes towards children’s lunchboxes – mothers, by ACORN category, media usage and supermarket usage, 2004
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- Figure 50: Other attitudes towards packed lunches – mothers, by age, socio-economic group, region, marital status, working status and household size, 2004
- Figure 51: Other attitudes towards packed lunches – mothers, by ACORN category, media usage and supermarket usage, 2004
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- Figure 52: Attitudes towards lunchboxes – women, by age of children, 2004
- Figure 53: Other attitudes towards lunchboxes – women, by age of children, 2004
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- Figure 54: Items put in lunchboxes, by frequency of giving packed lunches, 2004
- Figure 55: Items put in lunchboxes, by frequency of giving packed lunches, 2004
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- Figure 56: Items put in lunchboxes, by frequency of giving packed lunches, 2004
- Figure 57: Cluster groups, by age, socio-economic group, region, marital status, working status, age of children, Mintel’s Special Groups, supermarket usage and commercial TV viewing, 2004
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- Figure 58: Cluster groups, by age of children, 2004
- Figure 59: Cluster groups, by packed lunch habits, 2004
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- Figure 60: Packed lunch repertoires, by cluster group, 2004
- Figure 61: Cluster groups, by attitudes towards packed lunches, 2004
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The Future
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- The cheerful economic forecast may not be good news for lunchboxes
- Can school lunches ever really improve?
- Or will there be free school lunches for everyone?
Forecast
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- Scenario 1: Attitudes remain unchanged
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- Figure 62: Forecast of the typologies for children’s packed lunches, Scenario 1, 2004-09
- Scenario 2: Positive attitudinal change
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- Figure 63: Forecast of the typologies for children’s packed lunches, Scenario 2, 2004-09
- Scenario 3: Negative attitudinal change
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- Figure 64: Forecast of the typologies for children’s packed lunches, Scenario 3, 2004-09
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