Table of Contents
Issues in the Market
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- Key themes
- Definition
- Abbreviations
- Advertising data
Insights and Opportunities
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- Trick or treat
- Money, money, money
- Limited edition
- Brand loyalty and heritage
Fast Forward Trends
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- Trend 1: Mood from Food
- What’s it about?
- What we have seen
- What next?
- Trend 2: Rise of the Screenager
- What’s it about?
- What we have seen
- What next?
Market in Brief
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- Target market
- Market conditions
- Buyer profile
- Level of innovation
- Corporate involvement
- Future outlook
Internal Market Environment
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- Key points
- Paying attention to nutritional content…
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- Figure 1: Attitudes towards nutrition, 2003-07
- … and additives
- Financial pressures affecting families most
- Taking the children shopping
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- Figure 2: Attitudes and influences of children on shopping habits, 2003-07
- Children’s age – a key factor
- Potential for new brands
- Childhood obesity rises
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- Figure 3: Current and projected levels of overweight and obese children in the UK, by age and gender, 2003 and 2010
- Child population trends intensify obesity impact
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- Figure 4: Trends and projections in the UK child population, by age group, 2003-13
Broader Market Environment
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- Key points
- More women in the workplace
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- Figure 5: Changes in workforce based on gender, 2003-13
- Working women with children
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- Figure 6: Trends for working women with children, 2004-08
- Convenience is needed for busy women
- Advertising food and drink to children – TV restrictions
- Other media discourage unhealthy eating
- Government initiatives to tackle childhood obesity
- New food and nutrition standards in schools
- Schools draw up healthy lunchbox policies
Competitive Context
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- Key points
- What children do for lunch on school days?
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- Figure 7: Trends for what children do for lunch on school days, 2004-08
- Packed lunches are dominant format
- School meals
- School dinners – more interest
- School meals – take up targets
- Take up of school meals
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- Figure 8: Take up of school meals (%) in primary and secondary schools in England, 2005-06, 2006/07 and 2007/08
- Take up varies
- Room for improvement
- School dinners vs. packed lunches
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
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- Figure 9: Total market value of product areas associated with children’s lunchboxes, 2002-08
- Fresh fruit perfect for lunchboxes
- Chocolate and chocolate biscuit countlines struggle
- Lunchbox staple – plant-baked bread
- Juice drinks very targeted to children
- Youth angle boosts yogurts and fromage frais
- Crisps and savoury snacks – in moderation
- Cakes – occasional treats for children
- Cereal bars often fit the bill for lunchboxes
- Dynamic cheese snacks
- New dried fruit and seeds offerings
- Sweet spreads – jam avoided for health reasons
- Savoury spreads: Marmite’s attempt to reach children
- NPD for children focused on natural sourcing and on-the-go formats
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- Figure 10: Percentage of NPD launches with “suitability for children” positioning, 2005-08
- Feeding into the lunchbox market
- Free-from
- Promoting portability
- Added benefits
- Characters and novelty shapes
- Multipacks multiply
- Brand ethics
- And another thing…
Companies and Products
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- Key points
- Britvic Soft Drinks
- Eat Natural
- Humdinger
- innocent
- Kellogg’s
- Kerry Foods Ltd
- Müller
- Natural Balance Foods
- Stream Foods
- United Biscuits
- Walkers
- Whitworths
- Yoplait Dairy Crest (YDC)
- Own-label ranges
- Asda
- Sainsbury’s
- Tesco
- Morrisons
Brand Communication
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- Key points
- Main monitored media spend
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- Figure 11: Main monitored advertising expenditure on sectors relevant to children’s lunchboxes 2004-08
- Decline in advertising to children
- Spend by advertiser
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- Figure 12: Main monitored media spend on sectors relevant to children’s lunchboxes, by advertiser, 2006-08
- Healthy food companies increase spend
- Advertising spend by medium
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- Figure 13: Main monitored media spend on sectors relevant to children’s lunchboxes, by medium, 2004-08
- More TV advertising
- Lower profile for character merchandising
- Selling health and nutrition
Channels to Market
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- Key points
- Multiple grocers like children
- Discounting for growth
- Health food shops
- Impulse sales through independents and CTNs
Children’s Snacking Choices
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- Key points
- Children buy into healthy eating messages
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- Figure 14: Children’s attitudes towards diet, 2004-08
- Children’s snacking trends
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- Figure 15: Trends for who buys snacks for children and where they eat them, 2004-08
- Shifting patterns of consumption
- Parents indulge children
- Snacking on the move is rising
- Pocket money – spending patterns
- 7-10-year-olds – pocket money choices
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- Figure 16: Trends for how 7-10s spend their money, 2004-08
- Lower spending on crisps and chocolate, but they remain favourites
- 11-14-year-olds – pocket money choices
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- Figure 17: Trends for how 11-14s spend their money, 2004-08
- Save not spend
- Healthy snacks losing their appeal
- High penetration for snacks and confectionery
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- Figure 18: Penetration of lunchbox foods among 7-10-year-olds, 2004-08
- Figure 19: Penetration of lunchbox foods among 11-14-year-olds, 2004-08
Attitudes to School Lunch Choices
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- Key points
- Parents’ habits with children’s packed lunches
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- Figure 20: Parents’ habits regarding their children’s packed lunches, October 2008
- High degree of parental responsibility
- Who packs the children’s lunchbox?
- Schools play a part
- Attitudes towards children’s schoolday lunches
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- Figure 21: Attitudes towards children’s lunches during the week, October 2008
- Leave us alone
- Children eating a healthy lunch
- Treats for good behaviour
- Cost is a major factor, while school dinners are seen as healthy
- Older and wiser
- Who looks at price?
- Who gets the treats?
- Sharing the guilt
- Who needs guidance
The Consumer – Further Analysis
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- Six out of ten families favour packed lunches
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- Figure 22: Packed lunch targets, October 2008
- Packed lunches popular with younger families & ABs
- Health and cost motivate packed lunch enthusiasts
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- Figure 23: Parents’ attitudes towards children’s lunches during the week, October 2008
Appendix – Market in Brief
Appendix – Internal Market Environment
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- Figure 24: Health/food statements by demographic, 2007
- Figure 25: Attitudes and influences of children on shopping habits by demographics, 2003-07:
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Appendix – Competitive Context
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- Detailed demographics
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- Figure 26: What children do for lunch on school days, by demographics, 2008
Appendix – Attitudes to School Lunch Choices
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- Detailed demographics
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- Figure 27: Parents’ habits regarding their children’s packed lunches, October 2008
- Figure 28: Agreement/disagreement with statement ‘Schools should provide more guidance on what to put in packed lunches’, by detailed demographics, October 2008
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- Figure 29: Agreement/disagreement with ‘Children should be allowed to eat whatever they want’, by detailed demographics, October 2008
- Figure 30: Agreement/disagreement with ‘I always pack a treat (eg chocolate bar, crisps) in my child/children's packed lunch’, by detailed demographics, October 2008
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- Figure 31: Agreement/disagreement with ‘My child/children do not like school dinners’, by detailed demographics, October 2008
- Figure 32: Agreement/disagreement with ‘I give my child/children healthy options, eg fruit/and or vegetables, in their packed lunch’, by detailed demographics, October 2008
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- Figure 33: Agreement/disagreement with ‘School dinners are healthier than they used to be’, by detailed demographics, October 2008
- Figure 34: Agreement/disagreement with ‘I try to give my child/children a mixture of healthy food and treats’, by detailed demographics, October 2008
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- Figure 35: Agreement/disagreement with ‘My child/children do not eat the healthy lunch I pack them’, by detailed demographics, October 2008
- Figure 36: Agreement/disagreement with ‘It is cheaper for my child/children to have a packed lunch than school dinner’, by detailed demographics, October 2008
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- Figure 37: Agreement/disagreement with ‘Schools should not dictate what I put in my child/children's packed lunch’, by detailed demographics, October 2008
- Figure 38: Agreement/disagreement with ‘I let my child/children decide what goes in their packed lunch’, by detailed demographics, October 2008
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- Figure 39: Agreement/disagreement with ‘I find it hard knowing what to put in my child/children's packed lunch‘, by detailed demographics, October 2008
- Figure 40: Agreement/disagreement with ‘I find it difficult packing healthy food that my child/children will actually eat ‘, by detailed demographics, October 2008
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- Figure 41: Agreement/disagreement with ‘There is a limited choice of healthy foods available to put in packed lunches‘, by detailed demographics, October 2008
Appendix – Further Analysis
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- Figure 42: Packed lunch targets, by detailed demographics, October 2008
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