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Attitudes towards Family Dining - UK - August 2012

“With a wealth of in-home/retail food innovation aimed at children, which is designed to achieve multiple goals (eg appeals to both parents through nutritional claims as well as children through character merchandising), foodservice operators need to up their game in terms of separate children’s menus/products.”

– Helena Spicer – Senior Foodservice Analyst

Some questions answered in this report include:

  • How can operators target consumers who have been cutting back?
  • How can operators emphasise brand values to curb discounting?
  • What can foodservice operators learn from other food/drink markets?
  • How can operators balance demands for health and indulgence?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Market factors
              • Figure 1: Forecast adult population trends, by lifestage, 2007-17
              • Figure 2: Trends in consumer sentiment for the coming year, by presence of own children, June 2012
            • Families: General food shopping habits
              • Companies, brands and innovation
                • Who’s innovating
                  • The consumer
                    • Frequency of eating out as a family
                      • Figure 3: Frequency of eating out as a family, June 2012
                    • Reassurance of a good experience affects family dining venue choice the most
                      • Figure 4: Factors affecting family dining venue choice, June 2012
                    • Pester power plays a key role in choice of dish
                      • Figure 5: Families’ attitudes towards ordering, June 2012
                    • Natural and low salt are key menu enticements
                      • Figure 6: Factors affecting family dining dish choices, June 2012
                    • What we think
                    • Issues in the Market

                        • How can operators target consumers who have been cutting back?
                          • How can operators emphasise brand values to curb discounting?
                            • What can foodservice operators learn from other food/drink markets?
                              • How can operators balance demands for health and indulgence?
                              • Trend Application

                                  • Kids as connoisseurs
                                    • Proving it to parents
                                      • Access Anything Anywhere – 2015 trend prediction
                                      • Market Environment

                                        • Key points
                                          • Who are the Joneses?
                                            • Figure 7: Forecast adult population trends, by lifestage, 2007-17
                                            • Figure 8: Trends in the age structure of the UK 0-14 population, 2012 and 2017
                                          • Consumer confidence remains subdued
                                            • Figure 9: GfK NOP Consumer Confidence Index, monthly, January 2007 -June 2012
                                            • Figure 10: Trends in consumer sentiment for the coming year, January 2009 and June 2012
                                            • Figure 11: Trends in consumer sentiment for the coming year, by presence of own children, June 2012
                                            • Figure 12: ‘I treat myself to indulgent food at home more, instead of eating out at restaurants’, by presence of own children, June 2012
                                          • Healthy eating remains on the agenda
                                            • Figure 13: ‘I would like restaurant menus to display the calorie content of each dish’, March-June 2012
                                            • Figure 14: ‘I would like restaurant menus to display the calorie content of each dish’, by presence of own children, June 2012
                                        • Families: General Food Shopping Habits

                                          • Key points
                                            • Cost sensitive families are on constant lookout for promotions
                                              • Figure 15: Tendency to look out for sales promotions on food and drink, by presence of children in the household, 2011
                                              • Figure 16: Selected types of sales promotions on food and drink which lead to making a purchase, by presence of children in the household, 2011
                                            • Families purchase budget rather than ethical ranges
                                              • Figure 17: Selected types of food and drink regularly bought, by presence of children in the household, 2011
                                            • Potential to target families with more convenient products/services
                                              • Figure 18: Agreement with the lifestyle statements on convenience, by presence of children in the household, 2011
                                            • Parents still concerned with their children’s diets when eating out
                                              • Figure 19: Agreement with the lifestyle statements on health, by presence of children in the household, 2011
                                              • Figure 20: Agreement with the lifestyle statements on children, by presence of children in the household, 2011
                                            • Families receptive to entertaining advertising
                                              • Figure 21: Agreement with lifestyle statements on advertising, by presence of children in the household, 2011
                                          • Competitive Context

                                            • Key points
                                              • Child-free households the most committed to eating out
                                                • Figure 22: Consumer spending priorities (after bills), June 2012
                                                • Figure 23: Consumer spending priorities (after bills), ‘eating out’, by presence of own children, June 2012
                                              • In-home competition
                                                • Stealth health
                                                  • Food to play with
                                                    • World flavours
                                                      • Teen appeal
                                                        • …including through social media
                                                        • Who’s Innovating

                                                          • Key points
                                                            • Product launches
                                                              • Character promotions
                                                                • ‘Gamification’ and other engagement techniques
                                                                  • Schools
                                                                  • Venues Visited

                                                                    • Key points
                                                                      • Families looking for casual escapism, whilst teenagers are looking for engagement
                                                                        • Figure 24: Most popular venues visited (eat in), by presence of own children, April 2012
                                                                        • Figure 25: Next popular venues visited (eat in), by presence of own children, April 2012
                                                                        • Figure 26: Other popular venues visited (eat in), by presence of own children, April 2012
                                                                    • Frequency of Eating Out as a Family

                                                                      • Key points
                                                                        • Frequency of family dining dips as children become teenagers
                                                                          • Figure 27: Frequency of eating out as a family/with children, June 2012
                                                                          • Figure 28: Frequency of eating out as a family, by age of children, June 2012
                                                                      • Factors Affecting Family Dining Venue Choice

                                                                        • Key points
                                                                          • Recommendations from friends/family driving venue choice for family diners
                                                                            • Figure 29: Factors affecting family dining venue choice, June 2012
                                                                          • Potential power of Mumsnet
                                                                            • Risks and opportunities of special offers
                                                                              • Those with 5-9s are looking for separate children’s menus, but also for improvements
                                                                                • Figure 30: Factors affecting family dining venue choice, ‘separate children’s menu’, by age of children, June 2012
                                                                            • Families’ Attitudes Towards Ordering

                                                                              • Key points
                                                                                • Pester power and flexibility key drivers in the family dining market
                                                                                  • Figure 31: Families’ attitudes towards ordering, June 2012
                                                                                • Not forgetting parent appeal
                                                                                  • The big issue
                                                                                    • Injecting fun into children’s menus can act as a point of difference and ‘added value’ element
                                                                                      • Catering to fussy eaters
                                                                                        • CHAID analysis
                                                                                          • Methodology
                                                                                            • C12DEs more likely than ABs to let their children choose what to eat in restaurants
                                                                                              • Figure 32: Family dining – CHAID – tree output, June 2012
                                                                                              • Figure 33: Family dining – CHAID – table output, June 2012
                                                                                          • Factors Affecting Family Dining Dish Choices

                                                                                            • Key points
                                                                                              • Parents looking for nutritional tweaks
                                                                                                • Figure 34: Factors affecting family dining dish choices, June 2012
                                                                                                • Figure 35: Selected factors relating to health that affect family dining dish choices, by age of own children, June 2012
                                                                                              • Parents looking for tried & tested meals
                                                                                                • Figure 36: Selected factors relating to choice that affect family dining dish choices, by age of children, June 2012
                                                                                            • Appendix – Families: General Food Shopping Habits

                                                                                                • Figure 37: Look out for sales promotions on food and drink, by presence and age of children in the household, 2011
                                                                                                • Figure 38: Type of sales promotions on food and drink which lead to making a purchase, by presence and age of children in the household, 2011
                                                                                                • Figure 39: Type of food and drink regularly bought, by presence and age of children in the household, 2011
                                                                                                • Figure 40: Agreement with the lifestyle statements on advertising, by presence and age of children in the household, 2011
                                                                                                • Figure 41: Agreement with the lifestyle statements on children, by presence and age of children in the household, 2011
                                                                                                • Figure 42: Agreement with the lifestyle statements on home, by presence and age of children in the household, 2011
                                                                                                • Figure 43: Agreement with the lifestyle statements on attitudes to money, by presence and age of children in the household, 2011
                                                                                                • Figure 44: Agreement with the lifestyle statements on convenience, by presence and age of children in the household, 2011
                                                                                                • Figure 45: Agreement with the lifestyle statements on ethics, by presence and age of children in the household, 2011
                                                                                                • Figure 46: Agreement with the lifestyle statements on health, by presence and age of children in the household, 2011
                                                                                            • Appendix – Frequency of Eating Out as a Family

                                                                                                • Figure 47: Frequency of eating out as a family, June 2012
                                                                                                • Figure 48: Frequency of eating out as a family, by detailed demographics, June 2012
                                                                                                • Figure 49: Factors affecting family dining venue choice, by frequency of eating out as a family, June 2012
                                                                                                • Figure 50: Families’ attitudes towards ordering, by frequency of eating out as a family, June 2012
                                                                                                • Figure 51: Factors affecting family dining dish choices, by frequency of eating out as a family, June 2012
                                                                                            • Appendix – Factors Affecting Family Dining Venue Choice

                                                                                                • Figure 52: Factors affecting family dining venue choice, June 2012
                                                                                                • Figure 53: Most popular factors affecting family dining venue choice, by detailed demographics, June 2012
                                                                                                • Figure 54: Next most popular factors affecting family dining venue choice, by detailed demographics, June 2012
                                                                                                • Figure 55: Other factors affecting family dining venue choice, by detailed demographics, June 2012
                                                                                                • Figure 56: Factors affecting family dining dish choices, by most popular factors affecting family dining venue choice, June 2012
                                                                                                • Figure 57: Factors affecting family dining dish choices, by next most popular factors affecting family dining venue choice, June 2012
                                                                                                • Figure 58: Factors affecting family dining dish choices, by other factors affecting family dining venue choice, June 2012
                                                                                                • Figure 59: Factors affecting family dining venue choice, by most popular factors affecting family dining venue choice, June 2012
                                                                                                • Figure 60: Factors affecting family dining venue choice, by next most popular factors affecting family dining venue choice, June 2012
                                                                                                • Figure 61: Factors affecting family dining venue choice, by other factors affecting family dining venue choice, June 2012
                                                                                            • Appendix – Families Attitudes Towards Ordering

                                                                                                • Figure 62: Families’ attitudes towards ordering, June 2012
                                                                                                • Figure 63: families’ Most popular attitudes towards ordering, by detailed demographics, June 2012
                                                                                                • Figure 64: Families’ Next most popular attitudes towards ordering, by detailed demographics, June 2012
                                                                                                • Figure 65: Factors affecting family dining dish choices, by families ‘most popular attitudes towards ordering, June 2012
                                                                                                • Figure 66: Factors affecting family dining dish choices, by families’ next most popular attitudes towards ordering, June 2012
                                                                                                • Figure 67: Families’ attitudes towards ordering, by families’ most popular attitudes towards ordering, June 2012
                                                                                                • Figure 68: Families’ attitudes towards ordering, by families’ next most popular attitudes towards ordering, June 2012
                                                                                            • Appendix – Factors Affecting Family Dining Dish Choices

                                                                                                • Figure 69: Factors affecting family dining dish choices, June 2012
                                                                                                • Figure 70: Most popular factors affecting family dining dish choices, by detailed demographics, June 2012
                                                                                                • Figure 71: Next most popular factors affecting family dining dish choices, by detailed demographics, June 2012
                                                                                                • Figure 72: Factors affecting family dining dish choices, by most popular factors affecting family dining dish choices, June 2012
                                                                                                • Figure 73: Factors affecting family dining dish choices, by next most popular factors affecting family dining dish choices, June 2012

                                                                                            Companies Covered

                                                                                            • Annabel Karmel
                                                                                            • Bhs Ltd
                                                                                            • Chiquito
                                                                                            • Coca-Cola GB
                                                                                            • Facebook, Inc.
                                                                                            • Giraffe
                                                                                            • Gondola Holdings PLC
                                                                                            • Greggs Plc
                                                                                            • HarperCollins Publishers Inc.
                                                                                            • Hungry Horse
                                                                                            • Jamie Oliver
                                                                                            • Kantar Media
                                                                                            • La Tasca Restaurants Ltd
                                                                                            • Leon
                                                                                            • Little Chef
                                                                                            • McDonald's Restaurants Limited (UK)
                                                                                            • Nandos UK
                                                                                            • Nintendo Co Ltd
                                                                                            • Pizza Hut
                                                                                            • PizzaExpress Limited
                                                                                            • Renaissance Pubs
                                                                                            • School Food Trust
                                                                                            • Subway
                                                                                            • The Orchid Group
                                                                                            • Wagamama Ltd
                                                                                            • Walt Disney Company, The
                                                                                            • Yo! Sushi

                                                                                            Attitudes towards Family Dining - UK - August 2012

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