This report examines children’s attitudes towards food and drink products. This includes a review of current behaviour; such as snacking, in home and in school consumption, as well as influencing factors shaping the development of attitudes; such as the parental role, Government initiatives and Manufacturer activities. The market has been exposed to intense criticism from the media and lobby groups, consequently the market has developed towards more ethical practises designed to encourage (or enforce) healthier eating amongst children. The main theme of this report is to consider and appraise the various attempts at influencing children’s eating and drinking habits.

Mintel last reported on the UK market for Children’s Eating Habits in February 2005. Since then, the market has been high jacked by concern for increased levels of childhood obesity and the efficacy of the food and drink consumed by children. New product development has focussed on the removal of artificial ingredients and minimising fat, sugar and salt levels in processed foods. New regulations have been developed to control the exposure of foods and drinks to children, including restrictions on advertising and guidelines on products in schools.