Table of Contents
Issues in the Market
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- Market themes
- Definitions
- Key themes
Insights and Opportunities
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- Credits and debits
- Targeting adults is key
- A trailblazer for future growth
- Fun-ctional foods
Fast Forward Trends
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- The Lego Way
- What's it about?
- What we've seen
- Implications
- Proof is All
- What's it about?
- What we've seen
- Specifics
- Implications
Market in Brief
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- Not so little Britain
- The government weighs in
- What the food industry did next
- Whose fault is it anyway?
- Consumers respond to health messages
- Redefining the food industry
Internal Market Environment
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- Key Points
- Changing childhood lifestyles
- Parental paranoia
- Real play...
- ...vs virtual play
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- Figure 1: 7-16-year-olds who watch satellite/cable/digital TV, and those who play computer games consoles/hand held games, 2002-06
- Sedentary lifestyles
- Sport on the timetable...
- …exercise increasingly squeezed out
- New parenting models
- Media influence is growing
- Back to school
- Natural rhythm of the day has broken down…
- …and real cooking skills are waning…
- … while virtual cooking skills are on the rise
Broader Market Environment
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- Key points
- Soaring levels of obesity
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- Figure 2: Current and projected levels of obesity among UK children by age and gender, 2003 and 2010
- By parental weight
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- Figure 3: Current and projected levels of obesity among UK children by parental weight and gender, 2003 and 2010
- Fewer children...
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- Figure 4: Changes in UK population, boys and girls, 2002-12
- …but more of them are obese
- Adult population moving upmarket
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- Figure 5: Changes in socio-economic status, 2002-12
- The great divide
- ABs have greater literacy in parenting skills…
- …which affects their children’s lifestyle
- Working women are on the rise
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- Figure 6: Employed women (million), 2002-12
- Government initiatives
- School initiatives
Who’s Innovating
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- More health labelling is making choices easier for consumers…
- … and many companies are reformulating their products
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- Figure 7: Innovations to tackle obesity by selected food manufacturers
- More healthier products
- Splashing around – bottled water for children
- Lunchbox launches
Brand Communication and Promotion
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- Key points
- Advertising food and drink to children
- Background
- TV advertising
- Other media
- Marketing to children – voluntary codes
- Implications
Market Profiles
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- Key points
- Chocolate confectionery
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- Figure 8: UK retail value sales of chocolate confectionery, at current prices, 2002-06
- Premium end props up chocolate
- Chocolate in meltdown
- Carbonates
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- Figure 9: UK on- and off-trade sales of carbonates, by volume and value, at current prices, 2002-06
- Bubbles lose fizz
- The future’s flat
- Sweet biscuits
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- Figure 10: UK retail volume and value sales of sweet biscuits, at current prices, 2002-07
- Some small growth
- Top end biscuits
- Fruits
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- Figure 11: UK retail value sales of fruits, at current prices, 2002-06
- Healthy growth
- Room to bloom
- Yogurts
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- Figure 12: UK retail value sales of yogurts, at current prices, 2002-06
- Health messages boost yogurt
- Yogurt snacks
The Future
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- Key points
- Changing attitudes…
- …and purchasing behaviours
- Fruity fun
- Fruit segments
- Sweet treats
- Chocolate rationing
- Rich pickings for health
Social Issues Surrounding Obesity
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- Key points
- Rise in eating disorders
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- Figure 13: Overeating, obesity and anorexia, bulimia: close friends involved, other people of their age involved and most common among young people of their age, 11-16-year-olds, 2002-06
- Other people’s problems
- Girls are the experts
Consumer 1 – Competitive Context – What Do Children Spend Their Money On?
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- Key points
- Pocket money
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- Figure 14: Total amount of money received in a week, 7-14-year-olds, 2002-06
- More cash
- Older children get more
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- Figure 15: Total amount of money received in a week, 7-14-year-olds, 2006
- 15-16s
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- Figure 16: Total amount of money received in a month, 15-16-year-olds, 2002-06
- But less value
- How money is spent?
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- Figure 17: How money is spent, 11-16-year-olds, 2002-06
- Electronic influence
- Weekly spend per category
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- Figure 18: Average weekly spend per category, 11-16-year-olds, 2006
- Going out is most important
Consumer 2 – Children’s Attitudes to Foods
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- Key points
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- Figure 19: Agreement with attitude statements on food, 7-16-year-olds, 2002-06
- Sweets losing appeal?
- Young ABs are less sweet
- Teens opt for bed not breakfast
- Attitudes to eating
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- Figure 20: Agreement with attitude statements on food, 11-16-year-olds, 2002-06
- Health message getting through
- Food rebels
- Food is a boy/girl thing
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- Figure 21: Agreement with attitude statements on food, 11-16-year-olds, 2006
The Consumer 3 – Changing Eating Habits
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- Key points
- Various foods/snacks
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- Figure 22: Consumption of various foods/snacks, 7-16-year-olds, 2002-06
- No change in snack favourites
- Crisps
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- Figure 23: Weekly consumption of packets of crisps by 7-16-year-olds, 2002-06
- Crunch time for crisps
- Snack attack
- Chocolate and biscuits
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- Figure 24: Frequency of consumption of biscuits & chocolate, 11-16-year-olds, 2006
- Children stay sweet on snacks
- Chocolate dipping
- Biscuit snackers stay faithful
- Who’s eating habits are changing?
- Crisps and chocolate suffer…
- … while cereal bars decline
- Who’s buying?
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- Figure 25: Who buys most selected foods, 7-16-year-olds, 2006
- Parents foot the snack bill
- Parental purchasing on the up
- Self-purchase is greater amongst older children
- C2DEs parents are playing catch up
- Drinking habits
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- Figure 26: Consumption of various drinks, 7-16-year-olds, 2002-06
- Drinks get healthy
- Water is cool
- Fizzy drinks
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- Figure 27: Weekly consumption of fizzy drinks, 7-16-year-olds, 2002-06
- Fizz goes pop
- Changing children’s consumption habits
- Who is buying?
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- Figure 28: Who buys most selected drinks, 7-16-year-olds, 2006
- Pop out, fruit juice in
- Changing purchasing behaviour
- Kids and parents reject fizz
- Foods and favourite foods eaten
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- Figure 29: Foods eaten and liked best, 7-16-year-olds, 2002-06
- Back to basics
- Children of upmarket consumers eat more healthily
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- Figure 30: Propensity to eat vegetables by gender, age and socio-economic status, 2006
- Older children still eating unhealthy foods
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- Figure 31: Propensity to eat frozen beefburgers by gender, age, and socio-economic status, 2006
The Consumer 4 – Out of Home Food Eating Habits
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- Key points
- Burger and pizza places
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- Figure 32: 7-10-year-olds who visit burger bars and pizza places, 2002-06
- Burger bars and fast food places
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- Figure 33: 11-16-year-olds who visit fast food places and pizza places, 2002-06
- Pizzas take greater slice
- Bad news for burgers
- Who eats where
The Consumer 5 – Food Cluster Analysis – 11-16s
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- Figure 34: Food cluster groups, 2006
- Group 1: Dieters (33% of the sample)
- Group 2: Who Cares? (39% of the sample)
- Group 3: Sensible Eaters (29% of the sample)
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The Consumer 6 – Parental Attitudes
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- Key points
- Concern over children’s weight
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- Figure 35: Concern about children’s weight by own weight, February 2007
- Weighty concerns
- Inheritance concerns
- A hefty problem
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- Figure 36: Weight of parent by whether or not they have children/grandchildren up to 14, February 2007
- Weighing up the question
The Consumer 7 – Attitudes to Childhood Obesity
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- Key points
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- Figure 37: Attitudes towards childhood obesity, February 2007
- Parents are to blame
- ABC1s accept responsibility
- Media influences under 10s
- Who is responsible?
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- Figure 38: Those identified as being most responsible for the increase in overweight children, by whether they have children/grandchildren aged up to 14, February 2007
- Parents are identified as the key party
- Concerned parents blame others
- Accepting the challenge
Appendix
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- Consumer research
- Abbreviations
- Internal market environment
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- Figure 40: 7-16-year-olds who watch satellite/cable/digital TV, and those who play computer games consoles/hand-held games, by gender, age, socio-economic group and region, 2006
- Figure 41: Average amount of time spent playing sports per week (outside of school or in their own leisure time), 7-10s by gender, age, socio-economic group and region, 2002-06
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- Figure 42: Average amount of time spent playing sports per week (outside of school or in their own leisure time), 11-16s by demographic sub-group, 2002-06
- Figure 43: Agreement with the statement ‘I think children should eat what they are given’, 2002-06
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- Figure 44: Agreement with the statement ‘I think children should eat what they are given’, by demographic sub-group, 2006
- Figure 45: Agreement with the statement ‘I find it difficult to say no to my kids’, 2002-06
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- Figure 46: Agreement with the statement ‘I find it difficult to say no to my kids’, by demographic sub-group, 2006
- Figure 47: Age of child population, 2002-12
- Broader market environment
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- Figure 48: Current and projected levels of obesity among UK children, by region and gender, 2002 and 2010
- Social issues surrounding obesity
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- Figure 49: Overeating, obesity and anorexia, bulimia, close friends involved, other people of their age involved and most common among young people of their age, 11-16-year-olds, by gender, age, socio-economic group and region, 2006
- Consumer 1 – The Competitive Context – What do children spend their money on?
- Pocket money
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- Figure 50: Total amount of money received in a week, 7-14-year-olds, 2002-06
- Figure 51: Total amount of money received in a week, 7-14-year-olds, by demographic sub-group, 2006
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- Figure 52: Total amount of money received in a month, 15-16-year-olds, 2002-06
- Figure 53: Total amount of money received in a month, 15-16-year-olds, by demographic sub-group, 2006
- How is money spent?
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- Figure 54: How money is spent, 7-10-year-olds, 2002-06
- Figure 55: How money is spent, 11-16-year-olds, 2002-06
- Weekly spend per category
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- Figure 56: Average weekly spend per category, 11-14-year-olds, 2002-06
- Figure 57: Average weekly spend per category, 15-16-year-olds, 2002-06
- The Consumer 2 – Children’s Attitudes to Food
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- Figure 58: Agreement with attitude statements on food, 7-16-year-olds, by gender, age, socio-economic group and region, 2006
- Figure 59: Agreement with attitude statements on food, 11-16-year-olds, by demographic sub-group, 2006
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- Figure 60: Agreement with attitude statements on food, 11-16-year-olds, by demographic sub-group, 2006
- Figure 61: Agreement with attitude statements on food, 11-16-year-olds, by demographic sub-group, 2006
- The Consumer 3 – Changing Food Habits
- Various foods/snacks
- Crisps
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- Figure 62: Frequency of consumption and who buys most, 7-16-year-olds, 2002-06
- Biscuits
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- Figure 63: Frequency of consumption and who buys most, 11-16-year-olds, 2002-06
- Figure 64: Frequency of consumption and who buys most, 11-16-year-olds, 2002-06
- Chocolate
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- Figure 65: Frequency of consumption of chocolate, 7-10-year-olds, 2002-06
- Figure 66: Frequency of consumption of chocolate, 11-16-year-olds, 2002-06
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- Figure 67: Who buys most of the chocolate that 7-16-year-olds eat, 2002-06
- Sweets
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- Figure 68: Frequency of consumption and who buys most, 7-16-year-olds, 2002-06
- Cereal bars
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- Figure 69: Frequency of consumption and who buys most, 11-16-year-olds, 2002-06
- Figure 70: Frequency of consumption and who buys most, 7-16-year-olds, 2002-06
- Ice-cream bar
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- Figure 71: Frequency of consumption and who buys most, 7-16-year-olds, 2002-06
- Cereal
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- Figure 72: Frequency of consumption of cereal, 7-16-year-olds, 2002-06
- Pot snacks
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- Figure 73: Frequency of consumption of pot snacks, 7-16-year-olds, 2002-06
- Figure 74: Who buys most of the pot snacks that 11-16-year-olds eat, 2002-06
- Yogurt
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- Figure 75: Frequency of consumption of yogurt, 7-16-year-olds, 2002-06
- Ready to eat desserts
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- Figure 76: Frequency of consumption of ready to eat desserts, 11-16-year-olds, 2002-06
- Figure 77: Consumption of crisps/savoury snacks, by gender, age, region and socio-economic group, 7-16s, 2002-06
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- Figure 78: Consumption of chocolate, by gender, age, region and socio-economic group, 7-10s, 2002-06
- Figure 79: Consumption of chocolate, by gender, age, region and socio-economic group, 11-16s, 2002-06
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- Figure 80: Consumption of cereal bars, by gender, age, region and socio-economic group, 11-16s, 2002-06
- Figure 81: Who buys most of the crisps/savoury snacks that 7-16-year-olds eat, by gender, age, region and socio-economic group, 2002-06
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- Figure 82: Who buys most of the chocolate that 7-16-year-olds eat, by gender, age, region and socio-economic group, 2002-06
- Figure 83: Who buys most of the cereal bars that 11-16-year-olds eat, by gender, age, region and socio-economic group, 2002-06
- Drinking habits
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- Figure 84: Frequency of consumption of flavoured milk and who buys most, 7-16-year-olds, 2002-06
- Figure 85: Frequency of consumption of fruit juice drinks and who buys most, 7-16-year-olds, 2002-06
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- Figure 86: Frequency of consumption of fizzy drinks and who buys most, 7-16-year-olds, 2002-06
- Figure 87: Frequency of consumption of energy and sports drinks and who buys most, 15-16-year-olds, 2006
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- Figure 88: Frequency of consumption of hot drinks, 11-16-year-olds, 2002-06
- Figure 89: Consumption of fruit juice & juice drinks, by gender, age, region and socio-economic group, 7-16s, 2002-06
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- Figure 90: Consumption of fizzy drinks, by gender, age, region and socio-economic group, 7-16s, 2002-06
- Figure 91: Who buys most of the small cartons/bottles of fruit juice/juice drinks that 7-16-year-olds drink, by gender, age, region and socio-economic group, 2002-06
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- Figure 92: Who buys most of the cans/small bottles of fizzy drinks that 7-16-year-olds drink, by gender, age, region and socio-economic group, 2002-06
- Favourite foods – Foods eaten and liked best
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- Figure 93: Foods eaten and liked best, 7-16-year-olds, 2002-06
- Unhealthy foods eaten
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- Figure 94: Selected foods eaten, by gender, age, region and socio-economic group, 7-16s, 2002-06
- Healthy foods eaten
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- Figure 95: Selected foods eaten, by gender, age, region and socio-economic group, 7-16s, 2002-06
- The Consumer 4 – Out of home food eating habits
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- Figure 96: 7-10-year-olds who visit burger bars and pizza places, by demographic sub-group, 2006
- Figure 97: 7-10-year-olds who visit burger bars and pizza places, 2002-06
- Fast food places and pizza places
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- Figure 98: 11-16-year-olds who visit fast food places and pizza places, 2002-06
- Figure 99: 11-16-year-olds who visit fast food places and pizza places, by demographic sub-group, 2006
- The Consumer 5 – Food Cluster Analysis – 11-16s
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- Figure 100: Cluster groups by demographic sub-group, 2006
- Figure 101: Cluster groups by lifestyle statements, 2006
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- Figure 102: Cluster groups by consumption of various foods/snacks, 11-16-year-olds, 2006
- Figure 103: Cluster groups by frequency of consumption and who buys most, for selected foods/snacks, 11-16-year-olds, 2006
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- Figure 104: Cluster groups by foods eaten and liked best, 11-16-year-olds, 2006
- Figure 105: Cluster groups by consumption of various drinks, 11-16-year-olds, 2006
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- Figure 106: Cluster groups by frequency of consumption and who buys most, for selected drinks, 11-16-year-olds, 2006
- Figure 107: Cluster groups by overeating, obesity and anorexia, bulimia, close friends involved, other people of their age involved and most common among young people of their age), 11-16-year-olds, 2006
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- Figure 108: Cluster groups by satellite/cable/digital TV viewing and playing of computer games consoles/hand held games, 2006
- Figure 109: 11-16-year-olds who visit fast food places and pizza places, by cluster groups, 2006
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- Figure 110: Cluster groups by total amount of money received in a week, 11-14s, 2006
- Figure 111: Cluster groups by total amount of money received in a month, 15-16s, 2006
- Consumer 6 – Parental attitudes
- Weight perception
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- Figure 112: Concern about levels of own weight, by detailed demographics
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- Figure 113: Levels of concern with childhood obesity, February 2007
- The Consumer 7 – Attitudes to childhood obesity
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- Figure 114: Attitudes towards childhood obesity, by detailed demographics, February 2007
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