Childhood Obesity - UK - June 2005

INTRODUCTION AND ABBREVIATIONS
Definitions
Consumer research
ACORN
 ABBREVIATIONS
PREMIER INSIGHT
Changing the advertising message
Not just about food
In vs out of home eating
EXECUTIVE SUMMARY
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
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
Figure 2: Working women, by age of youngest dependent child*, 1994-96 and 2001
Pocket money – buying it for themselves
Figure 3: Average weekly income of children aged 7-14, 2002-04
Figure 4: Average monthly income of children aged 15-16, 2002-04
Eating at school
Packed lunches
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
MARKET SIZE AND TRENDS
Childhood obesity – how many children are involved?
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
Figure 8: Incidence of being overweight/obese (International classification) – boys aged 2-15, 1995-2002
Overweight and obesity among girls
Figure 9: Incidence of being overweight/obese (International classification) – girls aged 2-15, 1995-2002
THE SUPPLY STRUCTURE – ISSUES AND DEVELOPMENTS
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
Above the line advertising
Figure 10: Main monitored media advertising expenditure on sectors that are part of the discussion of childhood obesity, 1999-2003
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
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
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
Families v other adults
Figure 16: Eating habits, all adults and family adults, 2001 and 2004
Children’s meals
Figure 17: Foods eaten by children, 2001 and 2004
Food groups
Figure 18: Foods eaten by children, by product category, 2004
Drinking habits
Figure 19: Drinks consumed by children aged 7-10, 2001 and 2004
Figure 20: Drinks consumed by children aged 11-16, 2001 and 2004
Children’s views on eating issues
Figure 21: Agreement with food and leisure lifestyle statements, by children aged 7-10, 2004
Figure 22: Agreement with food and leisure lifestyle statements, by children aged 11-16, 2001 and 2004
Eating between meals
Figure 23: Items eaten between meals, 2004
Chocolate, sweets and crisps consumption
Figure 24: Demographic analysis of children’s consumption of crisps, by purchasing and eating patterns, 2004
Figure 25: Demographic analysis of children’s consumption of crisps/savoury snacks, by purchasing and eating patterns, 2004
Figure 26: Demographic analysis of children’s consumption of chocolate, by purchasing and eating patterns, 2004
Figure 27: Demographic analysis of children’s consumption of sweets, by purchasing and eating patterns, 2004
Snacking on fruit
Figure 28: Most popular snacks or nibbles, by boys and girls who eat fruit as a snack, 2004
Meal times
Figure 29: When children aged 11-16 eat main meals with their families, 2004
Eating out
Figure 30: Frequency of eating out in fast-food restaurants, families compared to all adults, 2004
Fast food outlets
Figure 31: Usage of fast-food places by 11-16-year-olds, 2004
Figure 32: Frequency of usage of fast-food places by 11-16-year-olds within the last three months, 2004
Pizza places
Figure 33: Usage of pizza places, by children aged 7-10 and 11-16
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
Penetration of drinks
Figure 35: Penetration of drinks popular with children, 2004
Eating habits
Figure 36: Eating habits, by adults, 2004
Figure 37: Respondents with families who agree with statements regarding eating habits, 2004
Children’s consumption of food
Figure 38: Children’s consumption of protein-based foods, by demographic sub-group, 2004
Figure 39: Consumption of meat-based foods, by demographic sub-group, 2004
Figure 40: Consumption of side-of-plate food and desserts, 2004
Foods consumed at mealtimes
Figure 41: Foods eaten for breakfast, children aged 7-10 and 11-16, 2004
Figure 42: Most popular breakfast items for children aged 7-10, by demographic sub-group, 2004
Figure 43: Most popular breakfast items for children aged 11-16, by demographic sub-group, 2004
Figure 44: Foods eaten at lunchtimes, by 11-16-year-olds, 2004
Children’s attitudes to food and leisure lifestyle statements
Figure 45: Agreement with food and leisure lifestyle statements, by children aged 7-10, 2001 and 2004
Figure 46: Agreement with food and leisure lifestyle statements, by children aged 11-16, 2001 and 2004
Figure 47: Agreement with food and leisure lifestyle statements, 7-10s, by gender and socio-economic group, 2004
Figure 48: Agreement with food and leisure lifestyle statements, 11-16s, by gender and socio-economic group, 2004
Figure 49: Agreement with food and leisure lifestyle statements, by 11-16s who ‘often try to lose weight’, 2004
Children’s snacks
Figure 50: Most popular snacks or nibbles, by demographic sub-group, 2004
Weekend eating habits
Figure 51: Incidence of having a roast dinner on Sundays, 7-10s, by demographic sub-group, 2004
Figure 52: Children aged 11-16 who eat main meals with their families at the weekend, by demographic sub-group, 2004
Eating out
Figure 53: Frequency of eating out during the day, families compared to all adults, 2004
Figure 54: Frequency of eating out during the evening, families compared to all adults, 2004
Burger bars
Figure 55: Usage of burger bars and other fast-food outlets, by demographic sub-group, 2004
Figure 56: Type of usage of burger bars, by 7-10-year-olds, 2004
Figure 57: With whom 7-10s go to burger bars, 2004
Figure 58: With whom 7-10s go to burger bars, by demographic sub-group, 2004
Fast food places
Figure 59: Usage of fast-food places, by 11-16-year-olds, 2004
Figure 60: Children aged 11-16 who have visited fast-food places in the last three months, 2004
Figure 61: Frequency of usage of fast-food places, by 11-16-year-olds within the last three months, 2004
Figure 62: Frequency of eating in fast-food places, by 11-16-year-olds within the last three months, by demographic sub-group, 2004
Figure 63: With whom 11-16-year-olds usually eat fast-food, 2004
Figure 64: Who 11-16s most commonly eat fast-food with, by those eating in or eating takeaways, 2004
Pizza places
Figure 65: Usage of pizza places by 7-10s, 2004
Figure 66: With whom 7-10-year-olds visit pizza places, 2004
Figure 67: Usage of pizza places by 11-16s, 2004
Figure 68: Frequency of usage of pizza places, by 11-16-year-olds, 2004
Figure 69: With whom 11-16s visit pizza places, 2004
Figure 70: Those visiting pizza places with parents or friends, 11-16-year-olds, by demographic sub-group, 2004
Other restaurants
Figure 71: Those aged 11-16 who visit restaurants other than fast-food and pizza places, 2004
Figure 72: Types of restaurants visited by 11-16-year-olds within the last three months, by gender and socio-economic status, 2004
Figure 73: Frequency of going to ‘other’ restaurants by 11-16-year-olds within the last three months, by socio-economic status, 2004
Figure 74: Those with whom 11-16s visit ‘other’ restaurants, 2004
Figure 75: 11-16s who visit ‘other’ restaurants with parents, friends or siblings, by demographic sub-group, 2004
Exercising habits
Figure 76: Time spent playing sports per week (outside of school or in their own leisure time), 7-10s, by demographic sub-group, 2004
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
Figure 78: Attitudes towards children’s diet, February 2005
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
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
Figure 81: Consumer typologies by attitudes towards children’s snacking, February 2005
CONSUMER ATTITUDES AND TYPOLOGIES: DETAILED DEMOGRAPHICS
Attitudes towards children’s diets
Figure 82: Attitudes towards children’s diets, by gender, age and socio-economic group, February 2005
Figure 83: Attitudes towards children’s diets, by detailed lifestyle, age of children and working status, February 2005
Figure 84: Attitudes towards children’s diets, by media usage, supermarket usage, TV viewing and region, February 2005
Figure 85: Attitudes towards children’s diets, by region and ACORN categories, February 2005
Figure 86: Further attitudes towards children’s diets, by gender, age and socio-economic group, February 2005
Figure 87: Further attitudes towards children’s diets, by detailed lifestage, children’s age and working status, February 2005
Figure 88: Further attitudes towards children’s diets, by media usage, supermarket usage, and TV viewing, February 2005
Figure 89: Further attitudes towards children’s diets, by region and ACORN categories, February 2005
Attitudes towards children’s snacking
Figure 90: Attitudes towards children’s snacking, by gender, age and socio-economic group, February 2005
Figure 91: Attitudes towards children’s snacking, by detailed lifestage, children’s age and working status, February 2005
Figure 92: Attitudes towards children’s snacking, by media usage, supermarket usage, TV viewing and region, February 2005
Consumer typologies
Figure 93: Consumer typologies, by gender, age and socio-economic group, February 2005
Figure 94: Consumer typologies, by detailed lifestages, presence of children, working and marital status, February 2005
Figure 95: Consumer typologies, by region and ACORN categories, February 2005
Figure 96: Consumer typologies, by media usage, supermarket usage and TV viewing, February 2005
THE FUTURE
The children’s diet industry
The leisure industry
Expanding waistlines
Vending under threat
FORECAST
Scenario 1 – Attitudes remain unchanged
Figure 97: Forecast of the typologies for childhood obesity, scenario 1, 2005-10
Scenario 2 – Parents are becoming more concerned about childhood obesity
Figure 98: Forecast of the typologies for childhood obesity, scenario 2, 2005-10
Scenario 3 – Parents are being more laid-back about childhood obesity
Figure 99: Forecast of the typologies for childhood obesity, scenario 3, 2005-10