1 / 46

FOOD ON THE MOVE Marketing Week - November 2004

FOOD ON THE MOVE Marketing Week - November 2004. Children under the spotlight - understanding their attitudes and concerns about food Rosemary Duff, ChildWise. CHILDREN UNDER THE SPOTLIGHT. How much influence do children have on what they eat?

padma
Download Presentation

FOOD ON THE MOVE Marketing Week - November 2004

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. FOOD ON THE MOVEMarketing Week - November 2004 Children under the spotlight - understanding their attitudes and concerns about food Rosemary Duff, ChildWise

  2. CHILDREN UNDER THE SPOTLIGHT ... • How much influence do children have on what they eat? • Can they recognise food that is good for them, and does this matter to them? • What motivates them, and their mums as gatekeepers, to make a healthier choice?… and • How to balance child appeal and the wider responsibilities of offering quality choices?

  3. ABOUT ChildWise

  4. ABOUT ChildWise • Specialists in market research with children • Ad hoc and published research, qualitative and quantitative • Research via ChildWise panel of c 300 schools (GB) • Plus parents, pre-schoolers, etc • Expertise across all aspects children’s lives:- TV, publishing, computers & internet, - Toys and games, sport and leisure, - Food & drink, character licensing,- Education, health

  5. DATA SOURCES • ChildWise Monitor • Annual survey of 1200 children • 5-16 year olds, boys & girls, across England • Face-to-face interviews in schools • Trends data from 1994-2004 • Media use and attitudes, purchasing, brands • Special questions on food and health • ChildWise Monitor Special Reports • Children’s attitudes to health and eating • Children and advertising • Published reports • IGD, Consumers Association

  6. Foods they like ...

  7. Girls age 10-11 - What do you like to eat? Apples. Grapes. All sorts. Fruit I like Noodles. I don’t like Pot Noodles, they’re all slimy. I like the new spicy one. Ice cream, any chocolate biscuits, with caramel inside. Will you stop it ‘cause I’m not allowed chocolate! Apples are one of my favourite foods … if I had the choice I would eat apples, that’s my favourite. And strawberries. Raspberries and Cranberries, stuff like that, oh they’re gorgeous. I like pies as well. Apple pies When I get home I sometimes have pies like you get at a football match or something. Oh yeah. Pukka pies.

  8. Sometimes when I get home I make a sandwich with like ham and all, lettuce and tomatoes. I like ice cream as well. Vanilla ice cream. With chocolate sauce! Oooohh. And golden syrup on it! I like Yoghurt Actimel. The Muller version. I like those Muller Ices. Sometimes when I get home, I have like a little cake and stuff. Muller Corners. I like Carrot Cake. I like fairy cakes. Victoria Sandwich Cake. I’d die for all that!

  9. … they like food

  10. CHILDREN UNDER THE SPOTLIGHT ... How much influence do children have on what they eat?

  11. Who chooses the food you eat at home? ChildWise MONITOR 2003-4 5-16 year olds (1131)

  12. Who chooses the food you eat at home? A shared decision - negotiation

  13. Who chooses the food you eat at home? • She asks me when I get home, she normally buys a few things and then asks me what I want. • We don’t have different meals. • I have to have noodles, and something else. • I ask what I can eat, my brother always has different. • I watched this programme with this family and each of them had a different meal, every day. • I couldn’t do that. Can you imagine how many pots! It’s just not normal. • At the weekend my brother will eat different to me, cos he’s not a big eater, but he still eats his apples and everything. Girls aged 10-11

  14. Who chooses the food you eat at home? • She puts things in the trolley, and I don’t find them till I get to the check out.Chocolate, crisps. Biscuits. Pink Panther wafers. Dairylea Snack Box. Cheese strings. Dairylea DunkersMums of 5-10 year olds • I always ask, and if it’s something that my brother likes, I say, no, I’m not eating that, it’s disgusting! • Girls aged 10-11

  15. 5-10 YEAR OLDS: Making negative choices: What’s left on the plate What comes back in the lunchbox Positive choices: Selecting from meal options Asking for favourites Choosing in the supermarket 11-16 YEAR OLDS: Greater direct control: Choosing how to spend (or not spend) their lunch money Preparing their own snacks, meals Eating out with friends, shopping, cinema Direct feedback on parents’ choices CHOOSING WHAT TO EAT

  16. Lunch at school

  17. 5-10 year olds - packed lunch at school ChildWise MONITOR 2003-4 5-10 year olds (575)

  18. Which foods do you eat regularly for lunch at school? • In our class, there’s usually 5 or 7 people on dinners, and on Fridays it’s like 17. • Friday is chip day. • And everybody goes for second helpings, second puddings and things like that. • Everybody loves chips. • Girls aged 10-11

  19. Which foods do you eat regularly for lunch at school? • 74% of 5-10s eat crisps or chips regularly • 47% have fruit or salad • 43% eat yoghurt • Two out of three have either yoghurt, fruit, or salad ChildWise MONITOR 2003-4 5-16 year olds (1131)

  20. Which foods do you eat regularly for lunch at school? • I always get the fruit come back, though. I put fruit in, because they don’t really like you to fill a lunchbox with sweets and stuff, but the fruit always comes back.I always get the yoghurt back, as well, unless it’s one of those little Munch Bunch ones, not the pot, though, the squeezyMums of 5-10 year olds

  21. Typical Teenage Lunchtimes Muller / IGD Consumer Unit, 2003 1000 children aged 13-17

  22. Which foods do you eat regularly for lunch at school? • 11-16s - diet is less structured than younger kids • Many have snacks throughout the day, rather than a midday meal • 68% eat crisps or chips regularly • 35% have fruit or salad • 15% eat yoghurt • c 40% have yoghurt, fruit, or salad ChildWise MONITOR 2003-4 5-16 year olds (1131)

  23. CONSUMER’S ASSOCIATION - KIDS’ DIETS AND SCHOOL DINNERS • Food diary - 246 children, October 2002- Year 6 (age 10-11) and Year 10 (age 14-15) • Kids eating school dinners had more fruit, vegetables, zinc, fibre, but still failing to reach desired levels • Kids eating packed lunch had more fat and sugar ZOE (age 15) - Toast & butter, milky tea - Crisps & soft drink - Chips & gravy, turkey twizzler - Lolly, crisps - Chicken nuggets, chips, gravy, mushy peas, soft drink - 2 chocolate bars before bed LYNNE (age 11) AM: Salt ‘n vinegar crisps LUNCH: Peanut butter sandwiches, smokey bacon crisps, strawberry yoghurt (7 packs of crisps in two days)

  24. Snacks After School Muller / IGD Consumer Unit, 2003 1000 children aged 13-17

  25. CHILD SELF PURCHASE - % WHO BUY Av. £ per month £5.90 £6.70 £6.10 ChildWise MONITOR 2003-4 5-16 year olds (1131)

  26. Guess how much I’ve got to spend on sweets? 80p. Because I’m going to have some pop for dinner. Blackcurrant. That stains! I’ll have 70p left. So I’ll go to the shop after school. What will you get? Pepsi Max. Favourite? A Lunchable. Every time I go to the shop, I always buy a Bueno. Because that’s my bestest food in the world, and that’s a chocolate, and it’s got cream and it’s got like different chocolate on top, that’s my favourite. I’ll have some crisps, definitely, a Big Eat one. Why Big Eat? Because he’s greedy! … And I love chocolate. The Big Eat are 40, so I’ll have … 30p left. Shall I buy three pops! Like, three blackcurrants.

  27. Can they recognise food that is good for them, and does this matter to them?

  28. What do you think makes a Healthy Diet ? • Five-a-day message is easy for younger children to grasp • Sugar (especially sweets, chocolates) is more of a concern to them than fat levels ChildWise MONITOR 2003-4 5-16 year olds (1131)

  29. What do you think makes a Healthy Diet ? Older kids know about a wider range of issues - concern about fat levels - role of balanced diet - five-a-day fruit / veg ChildWise MONITOR 2003-4 5-16 year olds (1131)

  30. What makes a healthy diet? BOYS GIRLS 5-10s 11-16s More fruit / veg etc 34% Less fat 20% Less sugar 18% No / less sweets 12% More fruit / veg etc 44% Less sugar 18% Less fat 17% No / less sweets 14% Less fat 44% More fruit / veg etc 40% A balanced diet 30% Less sugar 27% Less fat 52% More fruit / veg etc 49% A balanced diet 39% Less sugar 30% ChildWise MONITOR 2003-4 5-16 year olds (1131)

  31. What makes a healthy diet? • “You’re supposed to drink up to seven glasses of water a day”“People say you should always eat vegetables, but you can’t just live off vegetables and water” Boys aged 9-10 • “Anything that tastes nice is good for you” Boy aged 10-11 • “Most kids know that chocolate and crisps and biscuits aren’t good for them, but they don’t care. They taste nice, that’s all they’re concerned about” Mums of 5-10 year olds

  32. Teenager Perceptions of ‘Healthy’ Muller / IGD Consumer Unit, 2003 1000 children aged 13-17

  33. Changes Teenagers make to eat a Healthier Diet Muller / IGD Consumer Unit, 2003 1000 children aged 13-17

  34. How healthy do you think that your diet is? Mean Score : 0.52 0.83 0.80 0.51 0.43 0.30 0.24 85% THINK THEIR DIET IS AT LEAST “OK” 47% THINK THEIR DIET IS HEALTHY ChildWise MONITOR 2003-4 5-16 year olds (1131)

  35. How healthy do you think that your diet is? • Five a day: “If they’ve done one or two, you’re sort of happy with that, really” Mums of 5-10 year olds • “I eat stuff with fat because fat has got more taste in it, like chocolate” Boy aged 7-8 • “I never eat fruit and veg. I’d rather be grounded” Boy aged 9-10 • “Out of my family I’m probably the only one that eat fruit” Girl aged 8-9 • “I try not to eat too much, and try and cut down a bit” Girl aged 10-11

  36. What motivates them, and their mums as gatekeepers, to make a healthier choice?

  37. What do you worry about there being too much of in your food? 46% don’t worry about anything ChildWise MONITOR 2003-4 5-16 year olds (1131)

  38. What do you worry about …? BOYS GIRLS 5-10s 11-16s Nuts 22% Fat 21% Sugar 12% Salt 10% DON’T WORRY 54% Fat 30% Sugar 19% Nuts 16% Salt 15% DON’T WORRY 48% Fat 31% Salt 20% Sugar 16% Nuts 14% DON’T WORRY 45% Fat 43% Sugar 21% Calories 21% Salt 17% DON’T WORRY 37% ChildWise MONITOR 2003-4 5-16 year olds (1131)

  39. What do you worry about …? • “I think, oh, I’ll just eat this one chocolate biscuit, that won’t do any harm, but when you look on the TV and see the headlines …”“I think about my future, and I think, oh my God, I’m gonna be fat” Girls aged 10-11 • “I’m gonna be a fast food junkie. That’s all I like!”“I think I might eat a bit healthy, like if I want to play football or something” Boys aged 9-10 • 67% of mums worry about what their children are eating (TetraPak, 2004)

  40. How to balance child appeal and the wider responsibilities of offering quality choices?

  41. What’s important when choosing food? • It’s all about enjoyment- taste is paramount • Mums don’t expect to persuade their children to eat food they don’t like • Looking fun matters more than free gifts, good ads, or friends’ preferences, so does having added vitamins • Calories matter to older kids ChildWise MONITOR 2003-4 5-16 year olds (1131)

  42. What’s important when choosing food? BOYS GIRLS 5-10s 11-16s Tastes good 85% Looks fun 37% Free gifts / offers 31% Added vitamins 29% Tastes good 86% Looks fun 39% Added vitamins 30% Free gifts / offers 27% Tastes good 89% Added vitamins 34% Low calorie 31% Looks fun 28% Tastes good 92% Low calorie 45% Added vitamins 36% Looks fun 28% ChildWise MONITOR 2003-4 5-16 year olds (1131)

  43. What’s important when choosing food? • “My mum just looks if it’s buy one get one free. She only looks for the ones that are on offer” “Win fun stuff!” Boys aged 8-9 • “Anything that’s got chocolate on” Boy aged 10-11 • “I always look at chocolate bars to see how much sugar they’ve got in” Girl aged 9-10 • Less than 1 in 10 mums can identify which foods are a good source of the three major vitamins(TetraPak, 2004)

  44. IN SUMMARY ... • Diversity, discovery & experimentation • Changing lifestyles, changes in society • Schools’ role • Theory vs practice • Clear information • Attractive, readily accessible, healthy options • Child targeted vs mainstream

  45. SMRC ChildWise The Old Bakery 111 Queens Road NORWICH NR1 3PL 01603 630054 www.childwise.co.uk

More Related