Table of Contents
Issues in the Market
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- Definition
Insights and Opportunities
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- Merchandising hinders growth
- Healthy doesn’t have to mean boring
- Are teenagers being neglected?
- Fresh fruit has room to grow
Fast Forward Trends
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- Trend 1 – The Rise of the Screenager
- Definition
- What it is – general observations
- Market touchpoints/implications
- Trend 2 – Feel –Anthopy
- Definition
- What it is – general observations
- Market touchpoints/Implications
Market in Brief
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- Packed lunches are getting healthier
- Government policy has influenced trends…
- …but not everyone is willing to change so quickly
- Innovation, health and convenient packaging will be the future
- Government under pressure to remain involved
Internal Market Environment
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- Children’s eating habits under the spotlight
- Hardening attitudes towards junk food
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- Figure 1: Agreement with lifestyle statements about diet and health, 2001-05
- Manufacturer attention to NPD
- Increased nutritional knowledge
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- Figure 2: Attitudes towards food labelling, July 2006
- Going beyond a balanced diet
- Parents still in control
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- Figure 3: Agreement with lifestyle statements, by socio-economic group, 2006
- The School Food Trust promotes healthier lunches
- Please teacher
Broader Market Environment
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- Childhood obesity – a worry for many
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- Figure 4: Prevalence of obesity in children aged 2-15, by gender, 2003 and 2010
- Raising standards of nutrition in schools
- The reaction
- Healthy School status
- What’s happening?
- 5 A DAY
- Advertising code of conduct
- Working women by age of child
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- Figure 5: Working status – women, by socio-economic group, 2006
- School age population expected to decline…
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- Figure 6: Breakdown of child population, by gender and age, 2001-11
- …due to falling birth-rates
- Number of lone mothers is rising
- The packed lunch – a mainly British phenomenon
Competitive Context
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- Canteen or lunchbox?
- Secondary school pupils are buying elsewhere
- On journey to school…
- …assisted by their parents
- Packed lunches are preferred option at primary school
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- Figure 7: Where 7-10-year-olds eat their lunch during the week, by gender, age, socio-economic group and region, 2006
- Secondary school students like to exert their independence
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- Figure 8: Where 11-16-year-olds eat their lunch during the week, by gender, age, socio-economic group and region, 2006
- Children spend own money on food and drink
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- Figure 9: Total annual pocket money, at current and constant 2001 prices, by age band, 2001-05
- Sweet fun
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- Figure 10: How 7-10-year-olds spend their money, 2001-05
- Popularity high but declining
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- Figure 11: How 11-14-year-olds spend their money, 2001-05
Strengths and Weaknesses in the Market
Who’s Innovating?
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- Lunchbox food gets healthier…
- …and so do drinks…
- …and functional…
- …but food has to be eaten before it can do any good
- If it can’t be healthy…it can still be free-from
- Convenience appeals to busy mums
- Playground appeal is important
- Trends for the future
Segment Performance – Healthier Segments
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- Variety box
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- Figure 12: Total market values of product areas associated with children’s lunchboxes, 2000-05
- Healthy eating segments
- Dried fruit top of the box
- The sweet healthy snack
- Innovation and new products drive growth
- Fresh fruit benefits from 5 A DAY campaign
- Convenient solutions introduced to increase sales
- Yogurts
- Fruit juice less popular than juice drinks
- Cereal bars
- NPD adds value to bread sales
Segment Performance – Less Healthy
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- Chocolate loses lunchtime appeal
- Biscuits have proved more resilient
- Potato Heads offer glimmer of hope for crisps
- Snacks have even less healthy image than crisps
- Juice drinks
- NPD is driving growth
- Chilled pot desserts
- Desserts struggle to find healthy angle
- Processed cheese seeking a healthier image
- Sweet spreads enjoy mixed fortunes
- Cakes – convenience contributes to limited growth
- Other product categories
- Water
- Smoothies
- Sandwich spreads and fillers
Market Share
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- School dinners take largest share of spend
- You can take a horse to water…
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- Figure 13: Take-up of school meals (%) in primary and secondary schools in England, by region, 2004/05 and 2005/06
Companies and Products
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- Britvic Soft Drinks
- Robinsons Fruit Shoot
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- Figure 14: Main media support for the Robinsons Fruit Shoot juice drink brand, 2002-06
- Golden Vale
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- Figure 15: Golden vale: main media advertising expenditure on selected brands, 2002-05
- Humdinger
- Innocent
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- Figure 16: Innocent: main media advertising expenditure, 2001-06
- Kraft Foods
- Does Dairylea have an image problem?
- Ads promote snacking
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- Figure 17: Dairylea: main media advertising expenditure on selected brands, 2001-05
- Müller
- RHM
- A leader in NPD
- Stream Foods
- Walkers
- Children’s brands have enjoyed mixed fortunes
- Potato Heads lead the way
- Health positioning has been key to growth
- Warburtons
- United Biscuits
- Child-focused brands have failed to find growth
- Has UB gone far enough on health?
- Yoplait Dairy Crest
- Own-label ranges
- Asda sets the standard
- Sainsbury’s targets ABC1 mums
- Tesco offers more limited range
- Waitrose notable by its absence
Brand Communication and Promotion
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- Advertising expenditure rises…
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- Figure 18: Main monitored media advertising spend on relevant sectors to children’s lunchboxes, 2001-05
- …but focus for items targeted at children is changing
- Directed towards Mother
- Health and nutrition are major selling points
- Price promotion plays important role
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- Figure 19: Selected promotions on children’s packed lunch items, November 2006
- Character merchandising keeps lower profile
- Celebrities fall from favour
Channels to Market
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- Multiple grocers dominate…
- …but impulse outlets stand to gain from changes to in-school catering
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- Figure 20: Types of foods eaten – 7-16-year-olds, who buys and where eaten most, by age, 2006
The Consumer – Lunchtime Eating Habits
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- Bread is at the heart of most lunches
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- Figure 21: Food eaten at lunchtime during the week – 11-16-year-olds, by gender, age and socio-economic group, 2006
- Fruit a convenient snack
- But chocolate still a favourite
- Sweet desserts
- More mothers are packing lunches
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- Figure 22: Children’s lunchtime eating habits – women, August 2006
- Growth potential
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- Figure 23: Mothers who ever prepare a packed lunch, 2004 and 2006
- Part-time workers pack lunches most often
- Younger children more likely to eat a packed lunch
- Who eats at the canteen?
- Potential for growth
The Consumer – Have Habits and Attitudes Changed?
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- Mothers aim for a healthy balance
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- Figure 24: Attitudes toward packed lunches – women, August 2006
- Packed lunches are getting healthier…
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- Figure 25: How habits and attitudes have changed since two years ago, August 2006
- …but only up to a point
- 25-34-year-olds most interested in healthy packed lunches
- Healthy packed lunches have ABC1 bias
- Healthy eating message slower to reach the North…
- …and the most avid TV viewers
- Customers of the Co-op, Waitrose and Sainsbury’s are most impressed
- Could school lunches pose increased threat?
- Room for packed lunches to get even healthier
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- Figure 26: Number of healthy changes mothers have made in the last two years – women, August 2006
- Kids calling the shots?
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- Figure 27: Number of changes made by change in habits/attitudes – women, August 2006
The Consumer – Targeting Mothers and Children
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- Keeping everyone happy
- What the child desires
- What parents want
- Children’s attitudes are changing
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- Figure 28: Agreement with selected lifestyle statements on food and diet – 7-16-year-olds, 2002-06
- Children typologies
- Dieters – 33%
- Who are the Dieters?
- Who Cares? – 39%
- Sensible Eaters – 29%
- But what does mother think?
- Not just low-fat – but fresh
- Reassurance is key
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- Figure 29: Consumer typologies – women, August 2006
- Processed Out – 14%
- Active Health Givers – 25%
- Apathetic or Healthy Already? – 41%
- Dinner Delight – 26%
Appendix
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- Consumer research
- ACORN
- Advertising data
- Abbreviations
- Internal market environment
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- Figure 30: Exposure of children to media – 7-19-year-olds, by age, 2006
- Broader Market Factors
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- Figure 31: Working women, by age of own children, 1998-2006
- Competitive Context
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- Figure 32: Pocket money spending, by category – 11-14s, 2001-05
- Market size
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- Figure 33: Where 7-10-year-olds eat their lunch during the week, by gender, age, social grade, region and media usage, 2006
- Figure 34: Where 11-16-year-olds eat their lunch during the week, by gender, age, social grade, region and media usage, 2006
- Channels to market
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- Figure 35: Types of foods eaten – 7-16-year-olds, who buys and where eaten most, by age, 2006
- Lunchtime eating habits – detailed consumer demographics
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- Figure 36: Children’s lunchtime eating habits – women, by age, social grade, marital status, age of own children, working status. household income, region, ACORN categories, Internet usage, daily newspaper readership, commercial TV viewing, supermarket used, household size and car ownership, August 2006
- Have habits and attitudes changed – detailed demographics
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- Figure 37: How lunches have changed since two years ago – women, by age, social grade, marital status, ligestage, age of own children, Mintel’s Special Groups, working status. household income, region, ACORN categories, technology usage, Internet usage, daily newspaper readership, commercial TV viewing, supermarket used, household size and car ownership, August 2006
- Figure 38: Changes made to lunches – women, by lunchtime habits, August 2006
- Figure 39: Number of healthy changes mothers have main in the last two years – women, by children’s lunch habits, August 2006
- Targeting mothers and children – detailed demographics
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- Figure 40: Agreement with selected lifestyle statements on food and diet – 7-16-year-olds, 2002-06
- Figure 41: Children’s typologies, by gender, age, socio-economic group, region and technology usage, 2006
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- Figure 42: Children’s typologies, by lifestyle statements, 2006
- Figure 43: Children’s typologies, by where 11-16-year-olds usually eat lunch during the week, 2006
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- Figure 44: Cluster groups, by what 11-16-year-olds eat at lunchtime during the week, 2006
- Consumer typologies
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- Figure 45: Consumer typologies – women, by age, socio-economic group, marital status, presence of children, working status, tenure, region, technology usage, Internet usage, daily newspaper readership and supermarket usage, August 2006
- Figure 46: Consumer typologies by children’s lunchtime eating habits, August 2006
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- Figure 47: Consumer typologies by how habits and attitudes have changed since two years ago, August 2006
- Figure 48: Consumer typologies by attitudes towards packed lunches, August 2006
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