Table of Contents
Issues in the Market
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- Key themes in the report
- Definition
- Abbreviations
Insights and Opportunities
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- Understanding mums
- Functionality in kids products
- From little ethical seeds grow big trees?
Market in Brief
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- The quick option
- The obesity hike
- Kids let parents choose food items
- The dreaded ‘E’ cocktail
- Limited bonding time
- The competitive landscape; multiples’ sales continue to escalate
- Impact of EU expansion
- Kids are more ethically aware
- Complementing children’s fads to retain popularity
- ‘Super Slim’ me
- Almost a third of Irish children wish they were lighter
- Flocking to the Net
- Becoming a 5-a-day fruit-and-veg society
Fast Forward
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- Trend 1:Techno World
- What's It About?
- What we’ve seen
- Specifics
- What next?
- The nanny effect
- A smart step too far?
- Trend 2: Really Simple Information
- What's It About?
- What we’ve seen
- Specifics
- What next?
- Trend 3: Learning Through Play
- What's It About?
- What We've Seen
- Lunchroom should catch up to the classroom
Internal Market Environment
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- Key points
- HFSS products takes the rap for high obesity levels
- Long working hours
- The quick option
- Worrying obesity levelsThe last two decades have seen rising growth rates in the incidence of childhood obesity. According to figures published by The National Taskforce on Obesity in Ireland (2006), up to 300,000 children in RoI are overweight or obese. This is projected to increase by 10,000 annually unless radical measures are taken.
- Overindulgent parents
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- Figure 1: Number of households, by size, NI and RoI, 2000-05
- Focus on reducing obesity levels may lead to size-zero culture
- Asda encourages size-zero culture
- Liquids4Life
- Act now before it’s too late
- Image is everything
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- Figure 2: Average weekly spend on top ten items kids buy, UK (including NI), 2007
- The dreaded ‘E’ cocktail
- Kids more important in other EU countries?
- Budget is prohibitive when it comes to healthy food
- School dinner numbers decline in UK
- Threat for HFSS products
Broader Market Environment
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- Key points
- Limited bonding time
- Young immigrants at the family lifestage
- Facts and figures
- Population growth of immigrants was higher than natural growth
- Increasingly cosmopolitan society – the impact on local shelves
- The farm to fork debate
- Calculating the cost of food miles
- Stamp of approval – strong emphasis on regional food
Competitive Context
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- Key themes
- Overview of competitive context
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- Figure 3: Overview of competitive context for children’s eating habits
- The easy solution to stop pester power
- ‘Super Slim’ me
- Government initiatives impose restrictions on junk food in schools
- Knock-on effect from advertising rules
Strengths and Weaknesses of the Market
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- Strengths
- Weaknesses
Assessing the Size of the Target (Kids’) Market
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- Key points
- Dwindling numbers of under-16s
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- Figure 4: Population change, by age group, NI, 2000-20
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- Figure 5: RoI population, by age, 2006
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- Figure 6: Population change, by age group, RoI, 2000-20
Market Scope – Food Retailing
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- Key points
- Strong context for food retail
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- Figure 9: Total food and drink retail market at rsp*, all Ireland, NI and RoI, 2001-06
- Figure 10: Indexed sales of food and beverage from food retailers at rsp, NI and RoI, 2001-06
- The competitive landscape; growing share goes to retail multiples
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- Figure 11: Market share of multiples, symbols and hard discounters, NI and RoI, 2006
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- Figure 12: Market share for major multiples and symbols, NI and RoI, 2006
- Tesco bags £1 in every £3 spent on groceries in the UK
- Close proximity
Who’s Innovating?
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- Key points
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- Figure 13: Breakdown of NPD in Ireland and UK, targeted at children, by category and top three product claims, 2004-07
- Ticking off consumers’ health checklist
- GlaxoSmithKline new flavour Ribena
- Ribena socks it to them!
- A personal touch – an innovative mum
- Ideal for working parents
- Standing out from the crowd
- A sense of home
- MiWadi on the go
- Driving the growth in cordial market
- Summer flavour
- The ‘fun’ initiative
- Changing with the times
- No more uphill battles
- Yummy flavours
Companies and Products
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- Key points
- Food and drink manufacturers
- Cadbury Schweppes Plc
- Capri-Sun
- Kestrel Foods Ltd
- United Biscuits
- Kinder
- Premier Foods
- Ribena
- Multiple retailers’ ‘parent-friendly’ initiatives
- Asda
- Costcutter
- Curley’s Supermarket Ltd
- Dunnes Stores
- J Sainsbury Plc
- Healthier products
- Lidl
- Mace Group
- NI Co-op
The Kids’ Perspective
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- Key points
- Body image concerns as young as 9
- One in five RoI children aged between 5 and 12 are obese
- Changing channels
- Getting the message across
- Flocking to the Internet
- Social networking on the increase
- Mobile phone saturation
Understanding the Parents’ Perspective
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- Key points
- Leave the kids at home?
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- Figure 14: Attitudes towards grocery shopping and children, NI and RoI, June 2007
- Shopping expeditions fraught with tension?
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- Figure 15: Attitudes towards grocery shopping and children, NI and RoI, June 2007
- Parents asserting control
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- Figure 16: Attitudes towards grocery shopping and children, NI and RoI, June 2007
Parental Views on Eating Habits
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- Key points
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- Figure 17: Attitudes towards grocery shopping and children, NI and RoI, June 2007
- 5 a day message hits home
- The cheaper alternative
Consumer Target Groups
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- Key points
- NI clusters
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- Figure 18: NI typologies relating to attitudes towards children’s eating habits, June 2007
- The Health Savvy Innovators – 30% of NI sample
- Characteristics
- Demographic pattern
- Marketing message
- The Old School Traditionalists – 26% of NI sample
- Characteristics
- Demographic pattern
- Marketing message
- The Self-conscious Folks – 23% of NI sample
- Characteristics
- Demographic pattern
- Marketing message
- The Health Laggards – 21% of NI sample
- Characteristics
- Demographic pattern
- Marketing message
- RoI clusters
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- Figure 19: RoI typologies relating to attitudes towards children’s eating habits, June 2007
- Not Bovvered – 43% of RoI sample
- Characteristics
- Demographic pattern
- Marketing message
- Checklist Mums – 33% of RoI sample
- Characteristics
- Demographic pattern
- Marketing message
- Anti-snackers – 24% of RoI sample
- Characteristics
- Demographic pattern
- Marketing message
Appendix
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- Geographical, national and regional definitions
- Conversion factors
- Exchange rates
- Population 2006
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- Figure 20: All-Ireland population, 2006
- BMRB Target Group Index (TGI) sample sizes
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- Figure 21: Health of the economy, NI and RoI, 2002-07
- NI population statistics
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- Figure 22: NI local population estimates for selected age groups, by area, 2006
- RoI declining family numbers
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- Figure 23: RoI local population estimates for selected age groups, by area, 2006
- Who’s Innovating?
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- Figure 24: Total NPD in Europe and North America, 2004-07
- Figure 25: Breakdown of NPD targeted at children in RoI and UK, by category, 2002-07
- Figure 26: Total NPD in Ireland targeted at children, by product claim, during 2004-07
- Figure 27: Breakdown of NPD targeted at children in Ireland and UK, by category and top ten product claims, 2002-07
- The Consumer – Understanding the Parents’ Perspective
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- Figure 28: Attitudes towards grocery shopping and children, NI and RoI, June 2007
- Figure 29: Presence of children aged under 16 in the home, by gender, age, head of household, working status, socio-economic group and region, NI, June 2007
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- Figure 30: Internet access at home, at work or at school, NI and RoI, June 2007
- Figure 31: Attitudes towards marketing to children and children’s eating habits, by gender, age, head of household, working status, socio-economic group and region, NI, June 2007
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- Figure 32: Attitudes towards marketing to children and children’s eating habits, by gender, age, head of household, working status, socio-economic group and region, NI, June 2007
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- Figure 33: Attitudes towards marketing to children and children’s eating habits, by gender, age, head of household, working status, socio-economic group and region, NI, June 2007
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- Figure 34: Attitudes towards marketing to children and children’s eating habits, by gender, age, head of household, working status, socio-economic group and region, NI, June 2007
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- Figure 35: Internet access at home, at work or at school, by gender, age, head of household, working status, socio-economic group and region, NI, June 2007
- Figure 36: Presence of children aged under 16 in the home, by gender, housewife, age, socio-economic group and region, RoI, June 2007
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- Figure 37: Attitudes towards marketing to children and children’s eating habits, by gender, housewife, age, socio-economic group and region, RoI, June 2007
- Figure 38: Attitudes towards marketing to children and children’s eating habits, by gender, housewife, age, socio-economic group and region, RoI, June 2007
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- Figure 39: Attitudes towards marketing to children and children’s eating habits, by gender, housewife, age, socio-economic group and region, RoI, June 2007
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- Figure 40: Attitudes towards marketing to children and children’s eating habits, by gender, housewife, age, socio-economic group and region, RoI, June 2007
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- Figure 41: Internet access at home, at work or at school, by gender, housewife, age, socio-economic group and region, RoI, June 2007
- NI cluster demographics
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- Figure 42: Consumer typologies, by gender, age, socio-economic group, presence of children, working status, housewife and region, NI, July 2007
- Figure 43: Attitudes towards marketing to children and children’s eating habits, by consumer typology, NI, July 2007
- RoI cluster demographics
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- Figure 44: Consumer typologies, by gender, age, socio-economic group, working status, housewife, presence of children and region, RoI, July 2007
- Figure 45: Attitudes towards marketing to children and children’s eating habits, by consumer typology, RoI, July 2007
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