Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- ACORN
- Abbreviations
Premier Insight
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- Changing the advertising message
- Not just about food
- In vs out of home eating
Executive Summary
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- An issue that can’t be missed
- The calorie balance
- The extent of the problem
- Supplier sensitivity
- Advertising is having to change
- Vegetables slowly gain ground
- Children believe in healthy eating
- ABC1 children eat across a wider spectrum
- Healthy eating is mainstream – in theory
- Time restrictions work both ways
- The drinks issue
- Worrying about weight
- Potential for the children’s diet industry
Market Background
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- Figure 1: Trends and projections in UK population, by age group, 2000-10
- Time factors for parents – enforcing healthy eating takes time?
- The family unit
- Working women
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- Figure 2: Working women, by age of youngest dependent child*, 1994-96 and 2001
- Pocket money – buying it for themselves
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- Figure 3: Average weekly income of children aged 7-14, 2002-04
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- Figure 4: Average monthly income of children aged 15-16, 2002-04
- Eating at school
- Packed lunches
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- Figure 5: Items packed by mothers in children's packed lunches, September 2004
- The calorie balance
- Sport in schools
- Salt levels
- Pressure groups
- Sustain
- CASH (Consensus Action on Salt and Health)
- The Consumers Association
- The Government Position
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Market Size and Trends
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- Childhood obesity – how many children are involved?
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- Figure 6: Incidence of being overweight/obese in England, boys and girls aged 2-15, 2002
- Figure 7: Incidence of being overweight/obese (International classification) – boys and girls aged 2-15 by equivalised household income quintile, 2001-2002
- Overweight and obesity among boys
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- Figure 8: Incidence of being overweight/obese (International classification) – boys aged 2-15, 1995-2002
- Overweight and obesity among girls
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- Figure 9: Incidence of being overweight/obese (International classification) – girls aged 2-15, 1995-2002
The Supply Structure – Issues and Developments
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- Chocolate confectionery
- Sugar confectionery
- Crisps and snacks
- Yogurt and chilled pot desserts
- Biscuits
- Main meal items
- Breakfast cereals
- Pizza
- Nuggets and fish fingers
- Retailer activity
- Drinks
- Fruit juice and juice drinks
Advertising and Promotion
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- Above the line advertising
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- Figure 10: Main monitored media advertising expenditure on sectors that are part of the discussion of childhood obesity, 1999-2003
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- Figure 11: Main monitored media advertising expenditure on sectors that are part of the discussion of childhood obesity, by manufacturers who have cut back, 1999-2003
- Figure 12: Main monitored media advertising spend on sectors that are part of the discussion of childhood obesity, by manufacturers who made increases, 1999-2003
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- Figure 13: Main monitored media advertising spend on sectors that are part of the discussion of childhood obesity, April 2003-March 2004 and April 2004-March 2005
- Figure 14: Main monitored media advertising spend on sectors that are part of the discussion of childhood obesity, by manufacturers who have cut back, April 2003-March 2004 and April 2004-March 2005
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- Figure 15: Main monitored media advertising spend on sectors that are part of the discussion of childhood obesity, by manufacturers who have made increases, April 2003-March 2004 and April 2004-March 2005
- Finding different ways of reaching children
The Consumer
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- Families v other adults
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- Figure 16: Eating habits, all adults and family adults, 2001 and 2004
- Children’s meals
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- Figure 17: Foods eaten by children, 2001 and 2004
- Food groups
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- Figure 18: Foods eaten by children, by product category, 2004
- Drinking habits
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- Figure 19: Drinks consumed by children aged 7-10, 2001 and 2004
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- Figure 20: Drinks consumed by children aged 11-16, 2001 and 2004
- Children’s views on eating issues
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- Figure 21: Agreement with food and leisure lifestyle statements, by children aged 7-10, 2004
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- Figure 22: Agreement with food and leisure lifestyle statements, by children aged 11-16, 2001 and 2004
- Eating between meals
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- Figure 23: Items eaten between meals, 2004
- Chocolate, sweets and crisps consumption
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- Figure 24: Demographic analysis of children’s consumption of crisps, by purchasing and eating patterns, 2004
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- Figure 25: Demographic analysis of children’s consumption of crisps/savoury snacks, by purchasing and eating patterns, 2004
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- Figure 26: Demographic analysis of children’s consumption of chocolate, by purchasing and eating patterns, 2004
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- Figure 27: Demographic analysis of children’s consumption of sweets, by purchasing and eating patterns, 2004
- Snacking on fruit
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- Figure 28: Most popular snacks or nibbles, by boys and girls who eat fruit as a snack, 2004
- Meal times
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- Figure 29: When children aged 11-16 eat main meals with their families, 2004
- Eating out
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- Figure 30: Frequency of eating out in fast-food restaurants, families compared to all adults, 2004
- Fast food outlets
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- Figure 31: Usage of fast-food places by 11-16-year-olds, 2004
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- Figure 32: Frequency of usage of fast-food places by 11-16-year-olds within the last three months, 2004
- Pizza places
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- Figure 33: Usage of pizza places, by children aged 7-10 and 11-16
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- Figure 34: 11-16-year-olds who have been to or used a pizza place 1-4 times in the last three months, 2004
The Consumer – Detailed Demographics
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- Penetration of drinks
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- Figure 35: Penetration of drinks popular with children, 2004
- Eating habits
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- Figure 36: Eating habits, by adults, 2004
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- Figure 37: Respondents with families who agree with statements regarding eating habits, 2004
- Children’s consumption of food
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- Figure 38: Children’s consumption of protein-based foods, by demographic sub-group, 2004
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- Figure 39: Consumption of meat-based foods, by demographic sub-group, 2004
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- Figure 40: Consumption of side-of-plate food and desserts, 2004
- Foods consumed at mealtimes
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- Figure 41: Foods eaten for breakfast, children aged 7-10 and 11-16, 2004
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- Figure 42: Most popular breakfast items for children aged 7-10, by demographic sub-group, 2004
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- Figure 43: Most popular breakfast items for children aged 11-16, by demographic sub-group, 2004
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- Figure 44: Foods eaten at lunchtimes, by 11-16-year-olds, 2004
- Children’s attitudes to food and leisure lifestyle statements
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- Figure 45: Agreement with food and leisure lifestyle statements, by children aged 7-10, 2001 and 2004
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- Figure 46: Agreement with food and leisure lifestyle statements, by children aged 11-16, 2001 and 2004
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- Figure 47: Agreement with food and leisure lifestyle statements, 7-10s, by gender and socio-economic group, 2004
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- Figure 48: Agreement with food and leisure lifestyle statements, 11-16s, by gender and socio-economic group, 2004
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- Figure 49: Agreement with food and leisure lifestyle statements, by 11-16s who ‘often try to lose weight’, 2004
- Children’s snacks
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- Figure 50: Most popular snacks or nibbles, by demographic sub-group, 2004
- Weekend eating habits
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- Figure 51: Incidence of having a roast dinner on Sundays, 7-10s, by demographic sub-group, 2004
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- Figure 52: Children aged 11-16 who eat main meals with their families at the weekend, by demographic sub-group, 2004
- Eating out
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- Figure 53: Frequency of eating out during the day, families compared to all adults, 2004
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- Figure 54: Frequency of eating out during the evening, families compared to all adults, 2004
- Burger bars
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- Figure 55: Usage of burger bars and other fast-food outlets, by demographic sub-group, 2004
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- Figure 56: Type of usage of burger bars, by 7-10-year-olds, 2004
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- Figure 57: With whom 7-10s go to burger bars, 2004
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- Figure 58: With whom 7-10s go to burger bars, by demographic sub-group, 2004
- Fast food places
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- Figure 59: Usage of fast-food places, by 11-16-year-olds, 2004
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- Figure 60: Children aged 11-16 who have visited fast-food places in the last three months, 2004
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- Figure 61: Frequency of usage of fast-food places, by 11-16-year-olds within the last three months, 2004
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- Figure 62: Frequency of eating in fast-food places, by 11-16-year-olds within the last three months, by demographic sub-group, 2004
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- Figure 63: With whom 11-16-year-olds usually eat fast-food, 2004
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- Figure 64: Who 11-16s most commonly eat fast-food with, by those eating in or eating takeaways, 2004
- Pizza places
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- Figure 65: Usage of pizza places by 7-10s, 2004
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- Figure 66: With whom 7-10-year-olds visit pizza places, 2004
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- Figure 67: Usage of pizza places by 11-16s, 2004
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- Figure 68: Frequency of usage of pizza places, by 11-16-year-olds, 2004
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- Figure 69: With whom 11-16s visit pizza places, 2004
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- Figure 70: Those visiting pizza places with parents or friends, 11-16-year-olds, by demographic sub-group, 2004
- Other restaurants
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- Figure 71: Those aged 11-16 who visit restaurants other than fast-food and pizza places, 2004
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- Figure 72: Types of restaurants visited by 11-16-year-olds within the last three months, by gender and socio-economic status, 2004
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- Figure 73: Frequency of going to ‘other’ restaurants by 11-16-year-olds within the last three months, by socio-economic status, 2004
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- Figure 74: Those with whom 11-16s visit ‘other’ restaurants, 2004
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- Figure 75: 11-16s who visit ‘other’ restaurants with parents, friends or siblings, by demographic sub-group, 2004
- Exercising habits
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- Figure 76: Time spent playing sports per week (outside of school or in their own leisure time), 7-10s, by demographic sub-group, 2004
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- Figure 77: Time spent playing sports per week (outside of school or in their own leisure time), 11-16s by demographic sub-group, 2004
Consumer Attitudes and Typologies
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- Figure 78: Attitudes towards children’s diet, February 2005
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- Figure 79: Attitudes towards children’s snacking, February 2005
- Mother knows best
- Affluence has an influence
- Eating as a family
- The struggle with veg
- The power of the media
- Consumer typologies
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- Figure 80: Consumer typologies by attitudes towards children’s snacking, February 2005
- Controlling Parents (29% of sample)
- Worrying Parents (21% of sample)
- Indulging Parents (17% of sample)
- Relaxed Parents (33% of sample)
- Better-off mothers are the controllers
- Consumer typologies by attitudes towards snacking
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- Figure 81: Consumer typologies by attitudes towards children’s snacking, February 2005
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Consumer Attitudes and Typologies: Detailed Demographics
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- Attitudes towards children’s diets
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- Figure 82: Attitudes towards children’s diets, by gender, age and socio-economic group, February 2005
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- Figure 83: Attitudes towards children’s diets, by detailed lifestyle, age of children and working status, February 2005
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- Figure 84: Attitudes towards children’s diets, by media usage, supermarket usage, TV viewing and region, February 2005
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- Figure 85: Attitudes towards children’s diets, by region and ACORN categories, February 2005
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- Figure 86: Further attitudes towards children’s diets, by gender, age and socio-economic group, February 2005
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- Figure 87: Further attitudes towards children’s diets, by detailed lifestage, children’s age and working status, February 2005
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- Figure 88: Further attitudes towards children’s diets, by media usage, supermarket usage, and TV viewing, February 2005
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- Figure 89: Further attitudes towards children’s diets, by region and ACORN categories, February 2005
- Attitudes towards children’s snacking
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- Figure 90: Attitudes towards children’s snacking, by gender, age and socio-economic group, February 2005
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- Figure 91: Attitudes towards children’s snacking, by detailed lifestage, children’s age and working status, February 2005
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- Figure 92: Attitudes towards children’s snacking, by media usage, supermarket usage, TV viewing and region, February 2005
- Consumer typologies
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- Figure 93: Consumer typologies, by gender, age and socio-economic group, February 2005
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- Figure 94: Consumer typologies, by detailed lifestages, presence of children, working and marital status, February 2005
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- Figure 95: Consumer typologies, by region and ACORN categories, February 2005
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- Figure 96: Consumer typologies, by media usage, supermarket usage and TV viewing, February 2005
The Future
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- The children’s diet industry
- The leisure industry
- Expanding waistlines
- Vending under threat
Forecast
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- Scenario 1 – Attitudes remain unchanged
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- Figure 97: Forecast of the typologies for childhood obesity, scenario 1, 2005-10
- Scenario 2 – Parents are becoming more concerned about childhood obesity
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- Figure 98: Forecast of the typologies for childhood obesity, scenario 2, 2005-10
- Scenario 3 – Parents are being more laid-back about childhood obesity
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- Figure 99: Forecast of the typologies for childhood obesity, scenario 3, 2005-10
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