Children's Obesity - UK - June 2010

ISSUES IN THE MARKET
Key themes
Definition
Figure 1: Body Mass Index
Abbreviations
FUTURE OPPORTUNITIES
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
What’s the real situation?
What recent tactics have been employed?
How kids are responding
What parents think
INTERNAL MARKET ENVIRONMENT
Key points
Childhood obesity – the scale of it
Figure 2: Proportion of children in England aged 2-15 who are overweight or obese, by gender, 1995-2008
Health implications – the bleak side
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
Figure 4: Agreement with statements about food and cooking, 2005-09
Is snacking on the rise?
Nobody’s perfect
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
Key points
Setting out strategy
The need for ambition
Priority number one
Demographics give more opportunities
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
Key points
Potential obstacles for schools
Addressing the negatives
Wait and see
Obstacles for parents
Not all gloom
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
WHO’S INNOVATING?
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
Key points
How teenagers spend their free time
Figure 7: Activities done by teenagers in their free time, 2008-09
Boys more active
Teen exercise may be on the rise
Figure 8: Number of hours a week played sports outside school or in leisure time, 2005-09
Summarising the differences
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?
Figure 10: Place of exercise, 2005-09
Teens and food – they know what they should be doing
Figure 11: Teen attitudes towards food, 2005-09
Many kids are fussy eaters and trying to lose weight
 TEEN FOOD ISSUES
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
Figure 14: Factors most important when eating in a restaurant, 2008-09
But who is more choosy?
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
Key points
My own children are...
Figure 17: Parents’ perceptions of their children’s weight, May 2010
ABC1s and others
Figure 18: Summary view of parents’ perceptions of their children’s weight, by selected demographics, May 2010
Is their weight a concern?
Figure 19: Parents’ perceptions of the implications of their children’s weight, May 2010
PARENTAL INFLUENCE ON CHILDREN’S EATING AND LEISURE HABITS
Key points
Fairly traditional eating patterns
Figure 20: Children’s eating habits, May 2010
The food itself
The relationship between weight and eating habits
Figure 21: Children’s eating habits, by parents’ perceptions of their children’s weight, May 2010
Parental attitudes towards their children’s lifestyle
Figure 22: Parental attitudes towards their children’s eating and leisure habits, May 2010
The relationship between weight and parental attitudes
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
Key points
Parents accept responsibility, but point finger at food industry
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?
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
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
Figure 28: Most important ways to tackle child obesity from a parent’s perspective, May 2010
Any link between responsibility and solution?
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
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
Healthy weight, healthy lives
Government announces first steps in strategy to help people maintain healthy weight and live healthier lives
Figure 32: How teenagers spend their money, 2005-09
APPENDIX – CHILDREN’S LEISURE TIME AND EATING HABITS
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
Figure 35: Place of exercise, 2005-09
Figure 36: Place of exercise, by demographics, 2009
Figure 37: Teen attitudes towards food, by demographics, 2009
Figure 38: Teen attitudes towards food, by demographics, 2009
Figure 39: Teen attitudes towards food, by demographics, 2009
Figure 40: Teen issues demographics, 2009
APPENDIX – PARENTAL PERCEPTIONS OF CHILDREN’S WEIGHT
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
Figure 43: Parents’ perceptions of their children’s weight, by demographics, May 2010
APPENDIX – PARENTAL INFLUENCE ON CHILDREN’S EATING AND LEISURE HABITS
Figure 44: Children’s eating habits, by demographics, May 2010
Figure 45: Children’s eating habits, by demographics, May 2010
Figure 46: Children’s eating habits, by demographics, May 2010
APPENDIX – TACKLING CHILD OBESITY
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
Figure 49: Most important ways to tackle child obesity from a parent’s perspective, by demographics, May 2010