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Children's Packed Lunches - UK - December 2006

ISSUES IN THE MARKET
Definition
INSIGHTS AND OPPORTUNITIES
Merchandising hinders growth
Healthy doesn’t have to mean boring
Are teenagers being neglected?
Fresh fruit has room to grow
FAST FORWARD TRENDS
 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
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
Children’s eating habits under the spotlight
Hardening attitudes towards junk food
Figure 1: Agreement with lifestyle statements about diet and health, 2001-05
Manufacturer attention to NPD
Increased nutritional knowledge
Figure 2: Attitudes towards food labelling, July 2006
Going beyond a balanced diet
Parents still in control
Figure 3: Agreement with lifestyle statements, by socio-economic group, 2006
The School Food Trust promotes healthier lunches
Please teacher
BROADER MARKET ENVIRONMENT
Childhood obesity – a worry for many
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
Figure 5: Working status – women, by socio-economic group, 2006
School age population expected to decline…
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
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
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
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
Figure 9: Total annual pocket money, at current and constant 2001 prices, by age band, 2001-05
Sweet fun
Figure 10: How 7-10-year-olds spend their money, 2001-05
Popularity high but declining
Figure 11: How 11-14-year-olds spend their money, 2001-05
STRENGTHS AND WEAKNESSES IN THE MARKET
WHO’S INNOVATING?
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
Variety box
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
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
School dinners take largest share of spend
You can take a horse to water…
Figure 13: Take-up of school meals (%) in primary and secondary schools in England, by region, 2004/05 and 2005/06
COMPANIES AND PRODUCTS
Britvic Soft Drinks
Robinsons Fruit Shoot
Figure 14: Main media support for the Robinsons Fruit Shoot juice drink brand, 2002-06
Golden Vale
Figure 15: Golden vale: main media advertising expenditure on selected brands, 2002-05
Humdinger
Innocent
Figure 16: Innocent: main media advertising expenditure, 2001-06
Kraft Foods
Does Dairylea have an image problem?
Ads promote snacking
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
Advertising expenditure rises…
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
Figure 19: Selected promotions on children’s packed lunch items, November 2006
Character merchandising keeps lower profile
Celebrities fall from favour
CHANNELS TO MARKET
Multiple grocers dominate…
…but impulse outlets stand to gain from changes to in-school catering
Figure 20: Types of foods eaten – 7-16-year-olds, who buys and where eaten most, by age, 2006
THE CONSUMER – LUNCHTIME EATING HABITS
Bread is at the heart of most lunches
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
Figure 22: Children’s lunchtime eating habits – women, August 2006
Growth potential
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?
Mothers aim for a healthy balance
Figure 24: Attitudes toward packed lunches – women, August 2006
Packed lunches are getting healthier…
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
Figure 26: Number of healthy changes mothers have made in the last two years – women, August 2006
Kids calling the shots?
Figure 27: Number of changes made by change in habits/attitudes – women, August 2006
THE CONSUMER – TARGETING MOTHERS AND CHILDREN
Keeping everyone happy
What the child desires
What parents want
Children’s attitudes are changing
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
Figure 29: Consumer typologies – women, August 2006
Processed Out – 14%
Active Health Givers – 25%
Apathetic or Healthy Already? – 41%
Dinner Delight – 26%
APPENDIX
Consumer research
ACORN
Advertising data
 ABBREVIATIONS
Internal market environment
Figure 30: Exposure of children to media – 7-19-year-olds, by age, 2006
Broader Market Factors
Figure 31: Working women, by age of own children, 1998-2006
Competitive Context
Figure 32: Pocket money spending, by category – 11-14s, 2001-05
Market size
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
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
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
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
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
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
Figure 44: Cluster groups, by what 11-16-year-olds eat at lunchtime during the week, 2006
Consumer typologies
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
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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