Table of Contents
Issues in the Market
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- Key themes
- Definition
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- Figure 1: Body Mass Index
- Abbreviations
Future Opportunities
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- Beat fast food at its own game
- Fruity fun
- Re-define the plate
- Revolutionise this!
- Bust a move
- Let’s get cookin’
Market in Brief
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- What’s the real situation?
- What recent tactics have been employed?
- How kids are responding
- What parents think
Internal Market Environment
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- Key points
- Childhood obesity – the scale of it
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- Figure 2: Proportion of children in England aged 2-15 who are overweight or obese, by gender, 1995-2008
- Health implications – the bleak side
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- Figure 3: Selected health problems associated with childhood and adolescent obesity
- How patterns can develop
- The food factor
- A convenience food culture?
- Eat out or bring it home
- The family that eats together...
- Parental views
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- Figure 4: Agreement with statements about food and cooking, 2005-09
- Is snacking on the rise?
- Nobody’s perfect
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- Figure 5: Forms of fruit and vegetables eaten, by selected demographics, October 2008
- Pointing the finger of blame
- And finally... blame the grandparents!
Broader Market Environment
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- Key points
- Setting out strategy
- The need for ambition
- Priority number one
- Demographics give more opportunities
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- Figure 6: Structure of the UK population aged 0-15, by age group, 2005-15
- Social marketing: Change4Life
- Measuring the results
- National Child Measurement Programme
Competitive Context
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- Key points
- Potential obstacles for schools
- Addressing the negatives
- Wait and see
- Obstacles for parents
- Not all gloom
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Building on kids’ enjoyment – learn to love food
- Welcome back to Jamie Oliver!
- The role of technology too
- Technology on the move
- Surf the streets
- Broadening access
- On a local level
Children’s Leisure Time and Eating Habits
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- Key points
- How teenagers spend their free time
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- Figure 7: Activities done by teenagers in their free time, 2008-09
- Boys more active
- Teen exercise may be on the rise
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- Figure 8: Number of hours a week played sports outside school or in leisure time, 2005-09
- Summarising the differences
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- Figure 9: Number of hours a week played sports outside school or in leisure time, by gender and socio-economic group, 2009
- Where are the facilities?
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- Figure 10: Place of exercise, 2005-09
- Teens and food – they know what they should be doing
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- Figure 11: Teen attitudes towards food, 2005-09
- Many kids are fussy eaters and trying to lose weight
- Teen food issues
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- Figure 12: Eating issues affecting close friends of teens, 2005-09
- Figure 13: Eating issues affecting close friends of teens, by gender and socio-economic group, 2009
- Teen dining
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- Figure 14: Factors most important when eating in a restaurant, 2008-09
- But who is more choosy?
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- Figure 15: Selected factors deemed most important when eating in a restaurant with friends, by gender and socio-economic group, 2009
- Figure 16: Selected factors deemed most important when eating in a restaurant with parents, by gender and socio-economic group, 2009
Parental Perceptions of Children’s Weight
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- Key points
- My own children are...
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- Figure 17: Parents’ perceptions of their children’s weight, May 2010
- ABC1s and others
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- Figure 18: Summary view of parents’ perceptions of their children’s weight, by selected demographics, May 2010
- Is their weight a concern?
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- Figure 19: Parents’ perceptions of the implications of their children’s weight, May 2010
Parental Influence on Children’s Eating and Leisure Habits
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- Key points
- Fairly traditional eating patterns
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- Figure 20: Children’s eating habits, May 2010
- The food itself
- The relationship between weight and eating habits
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- Figure 21: Children’s eating habits, by parents’ perceptions of their children’s weight, May 2010
- Parental attitudes towards their children’s lifestyle
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- Figure 22: Parental attitudes towards their children’s eating and leisure habits, May 2010
- The relationship between weight and parental attitudes
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- Figure 23: Parental attitudes towards their children’s eating and leisure habits, by parents’ perceptions of their children’s weight, May 2010
- Figure 24: Main demographic differences in parental attitudes, by weight of children, 2010
Tackling Child Obesity
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- Key points
- Parents accept responsibility, but point finger at food industry
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- Figure 25: Assessment of who/what is responsible for children becoming overweight or obese, May 2010
- Industry action needed
- Does the child’s weight have any relevance?
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- Figure 26: Assessment of who/what is very responsible for children becoming overweight or obese, by parents who feel their children are overweight or underweight/about right, May 2010
- Key demographic differences
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- Figure 27: Main demographic differences in parental assessments of who/what is responsible for children becoming overweight or obese, 2010
- Most important ways to tackle child obesity
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- Figure 28: Most important ways to tackle child obesity from a parent’s perspective, May 2010
- Any link between responsibility and solution?
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- Figure 29: Summary of main differences in parental assessments of who/what is responsible for children becoming overweight or obese, by ways to tackle obesity, 2010
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- Figure 30: Assessment of who/what is most responsible for children becoming overweight or obese, by selected ways to tackle child obesity from a parent’s perspective, May 2010
- Figure 31: Assessment of who/what is most responsible for children becoming overweight or obese, by further selected ways to tackle child obesity from a parent’s perspective, May 2010
Appendix – Broader Market Environment
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- Healthy weight, healthy lives
- Government announces first steps in strategy to help people maintain healthy weight and live healthier lives
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- Figure 32: How teenagers spend their money, 2005-09
Appendix – Children’s Leisure Time and Eating Habits
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- Figure 33: Activities done by teenagers in free time, by demographics, 2009
- Figure 34: Number of hours a week played sports outside school or in leisure time, by demographics, 2009
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- Figure 35: Place of exercise, 2005-09
- Figure 36: Place of exercise, by demographics, 2009
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- Figure 37: Teen attitudes towards food, by demographics, 2009
- Figure 38: Teen attitudes towards food, by demographics, 2009
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- Figure 39: Teen attitudes towards food, by demographics, 2009
- Figure 40: Teen issues demographics, 2009
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Appendix – Parental Perceptions of Children’s Weight
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- Figure 41: Most popular parents’ perceptions of their children’s weight, by demographics, May 2010
- Figure 42: Next most popular parents’ perceptions of their children’s weight, by demographics, May 2010
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- Figure 43: Parents’ perceptions of their children’s weight, by demographics, May 2010
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Appendix – Parental influence on Children’s Eating and Leisure Habits
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- Figure 44: Children’s eating habits, by demographics, May 2010
- Figure 45: Children’s eating habits, by demographics, May 2010
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- Figure 46: Children’s eating habits, by demographics, May 2010
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Appendix – Tackling Child Obesity
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- Figure 47: Assessment of who/what is responsible for children becoming overweight or obese, by demographics, May 2010
- Figure 48: Assessment of who/what is responsible for children becoming overweight or obese, by demographics, May 2010
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- Figure 49: Most important ways to tackle child obesity from a parent’s perspective, by demographics, May 2010
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