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Children's Eating Habits - Ireland - March 2014

“Children’s eating habits are largely determined by their parents; meaning that the establishment of good dietary habits for children is primarily formed in the home. In order to gain the trust and loyalty of parents, supermarkets and restaurants should look to reinforce healthy eating messages outside of the home, be it through the removal of junk food from checkouts, offering discounts on fresh produce lines or the expansion of healthy options on children’s menus.”

– Sophie Dorbie, Research Analyst

Some questions answered in this report include:

  • What impact are rising overweight and obesity levels having on parents’ attitudes towards their children’s eating habits?
  • What can the foodservice industry do to appeal to parents and children to encourage them to dine out more often?
  • What influence do children have on grocery shopping?
  • What are the key innovations in the children’s food and drink market and what opportunities exist for NPD?

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Table of contents

  1. Introduction

      • Key themes of the report
        • Definition of children’s eating habits
          • Consumer research
            • Data sources
              • Abbreviations
              • Executive Summary

                  • Market factors
                    • Overweight and obesity prevalent amongst Irish children
                      • Ban on advertising criticised by industry and health watchdogs
                        • Healthier menus emerging in foodservice sector
                          • Innovations
                            • The consumer
                              • RoI parents more likely than NI parents to encourage healthy eating in the home
                                • Figure 1: Agreement with statements relating to children’s eating habits in the home, NI and RoI, January 2014
                              • Parents seeking healthier children’s menus
                                • Figure 2: Agreement with statements relating to children’s eating habits outside of the home, NI and RoI, January 2014
                              • Parental demand for ‘healthy’ checkouts
                                • Figure 3: Agreement with statements relating to children and grocery shopping, NI and RoI, January 2014
                              • What we think
                              • Issues in the Market

                                • What impact are rising overweight and obesity levels having on parents’ attitudes towards their children’s eating habits?
                                  • What can the foodservice industry do to appeal to parents and children to encourage them to dine out more often?
                                    • What influence do children have on grocery shopping?
                                      • What are the key innovations in the children’s food and drink market and what opportunities exist for NPD?
                                      • Trend Application

                                          • Minimize Me
                                            • Edutainment
                                              • Mintel futures: Generation Next
                                              • Market Overview

                                                • Key points
                                                  • Ireland’s baby boom slowing
                                                    • Figure 4: Number of live births per year, NI and RoI, 2002-12
                                                    • Figure 5: Total fertility rate in top 10 EU countries, 2011
                                                  • Births to foreign nationals on the increase
                                                    • Figure 6: Births registered in Northern Ireland by mothers born outside of NI/RoI and GB, 2002-12
                                                  • Childhood obesity gripping Ireland
                                                    • Figure 7: Prevalence of overweight and obesity at 9 and 13 years old, RoI, 2008 and 2012
                                                  • Social class influencing prevalence of obesity
                                                    • Figure 8: Prevalence of overweight and obesity at 9 years old, by gender, by household class, RoI, 2008
                                                  • Inactivity amongst girls fuelling rising obesity rates
                                                    • Figure 9: Children’s (aged 9 years old) self-reported frequency of sports participation, by gender, RoI
                                                  • Almost a third of NI children overweight or obese
                                                    • Figure 10: Overweight and obesity in children aged 2-15, by gender, NI, 2010 and 2011
                                                    • Figure 11: Physical activity levels of NI children, by age, 2010
                                                  • Calls for Irish supermarkets to make checkouts a ‘junk-free’ zone
                                                    • Lidl leading the way in the promotion of healthy checkouts
                                                      • Ban on advertising during children’s programming criticised by Irish food industry
                                                        • Fast food restaurants aiming to improve health credentials of menus
                                                          • Irish parents seeking healthier children’s options on restaurant menus
                                                            • Consumers getting back in the kitchen following the economic downturn
                                                              • Figure 12: Consumers who cook/prepare meals once/few times a day, RoI, 2005-13
                                                          • Strengths and Weaknesses

                                                            • Strengths
                                                              • Weaknesses
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • Confectionery and dairy leading children’s launches
                                                                    • Figure 13: Food and drink targeting children*, by top 10 categories, UK and Ireland, 2009-13
                                                                  • No additives/preservatives dominating claims
                                                                    • Figure 14: Food and drink targeting children, by top product claims, UK and Ireland, 2013
                                                                  • Health claims increasing on children’s products
                                                                    • Figure 15: Food and drink targeting children, by health claims, UK and Ireland, 2008 and 2013
                                                                  • ‘Free-from’ confectionery
                                                                    • Healthy snacking
                                                                      • Pouch format for easy feeding
                                                                        • Added goodness and gluten-free
                                                                          • International cuisines inspiring young palates
                                                                          • The Consumer – Children’s Eating Habits in the Home

                                                                            • Key points
                                                                              • RoI parents more likely than NI parents to encourage children to eat healthily
                                                                                • Figure 16: Agreement with statements relating to children’s eating habits, NI and RoI, January 2014
                                                                              • RoI parents encouraging healthy snacking throughout childhood
                                                                                • Figure 17: Agreement with the statement ‘I encourage my child(ren) to snack on fresh fruit and/or vegetables’, by age of children in household, NI and RoI, January 2014
                                                                              • RoI parents cooking from scratch for children
                                                                                • Figure 18: Agreement with statements relating to children’s eating habits in the home, NI and RoI, January 2014
                                                                              • Less than half of NI parents making healthy dinners for their children
                                                                                • Figure 19: Agreement with the statement ‘I go out of my way to make healthy dinners for my child(ren)’, by gender and social grade, NI and RoI, January 2014
                                                                              • Majority of Irish parents trust children to eat healthily on their own
                                                                                • Figure 20: Agreement with the statement ‘I do not trust my child(ren) to eat healthily on their own’, by age of children in household, NI and RoI, January 2014
                                                                              • A quarter of RoI parents worried about children’s weight
                                                                                • Figure 21: Agreement with the statement ‘I worry about my child(ren)’s weight’, NI and RoI, January 2014
                                                                              • Opportunity for value-added healthy food options for children
                                                                                • Figure 22: Agreement with the statement ‘I would pay more for children's food with added health benefits’, NI and RoI, January 2014
                                                                            • The Consumer – Children’s Eating Habits Outside of the Home

                                                                              • Key points
                                                                                • Parents seeking more variety and healthier options for children’s menus
                                                                                  • Figure 23: Agreement with statements relating to children’s eating habits outside of the home, NI and RoI, January 2014
                                                                                • Children’s menus lacking variety
                                                                                  • Figure 24: Agreement with the statement ‘I think children's menus need more variety’, by age of children in household, NI and RoI, January 2014
                                                                                • High-fat and salt options dominating children’s menus
                                                                                  • Figure 25: Foods available on children’s menu, IoI, November 2013
                                                                                • Demand for healthy options outside of the home
                                                                                  • Figure 26: Agreement with the statement ‘I think children's menus need more healthy options’, by social class and age of children in household, NI and RoI, January 2014
                                                                                • Restaurant portion sizes could help promote healthy eating
                                                                                  • Figure 27: Agreement with the statement ‘Restaurants should offer a range of portion sizes for children of different sizes/ ages’, by social class and age of children in household, NI and RoI, January 2014
                                                                                • ABC1 consumers valuing family-friendly restaurants
                                                                                  • Figure 28: Agreement with the statement ‘I pick restaurants suited for families/children’, by social class, NI and RoI, January 2014
                                                                                • Italian and fast food appealing to Irish families when dining outside of the home
                                                                                  • Figure 29: Consumers who have eaten at a pizza/pasta/Italian or fast food restaurant in the last three months, by number of children in household, NI and RoI, May 2013
                                                                              • The Consumer – Children’s Influence on Grocery Shopping

                                                                                • Key points
                                                                                  • Sweet-free checkouts would be welcomed by Irish parents
                                                                                    • Figure 30: Agreement with statements relating to children and grocery shopping, NI and RoI, January 2014
                                                                                  • RoI parents seeking junk food-free checkouts
                                                                                    • Figure 31: Agreement with the statement ‘I would prefer that sweets were not on sale at the checkout/tills’, by age of children in household, NI and RoI, January 2014
                                                                                  • Grocery shopping not an enjoyable experience for parents
                                                                                    • Figure 32: Agreement with the statement ‘I enjoy going shopping with my child(ren)’, NI and RoI, January 2014
                                                                                  • Majority of children influencing grocery shopping
                                                                                    • Figure 33: Agreement with statements relating to children and grocery shopping, NI and RoI, January 2014
                                                                                  • Advertising influencing children despite new broadcasting code
                                                                                    • Figure 34: Agreement with the statement ‘Advertising has an influence on what groceries my child(ren) want’, by age of children in household, NI and RoI, January 2014
                                                                                • Appendix

                                                                                  • NI Toluna tables
                                                                                    • Figure 35: Agreement with statements relating to children’s eating habits, by demographics, NI, January 2014
                                                                                    • Figure 36: Agreement with statements relating to children’s eating habits, by demographics, NI, January 2014 (continued)
                                                                                    • Figure 37: Agreement with statements relating to children’s eating habits, by demographics, NI, January 2014 (continued)
                                                                                    • Figure 38: Agreement with statements relating to children’s eating habits outside of the home, by demographics, NI, January 2014
                                                                                    • Figure 39: Agreement with statements relating to children’s eating habits outside of the home, by demographics, NI, January 2014 (continued)
                                                                                    • Figure 40: Agreement with statements relating to children’s eating habits outside of the home, by demographics, NI, January 2014 (continued)
                                                                                    • Figure 41: Agreement with statements relating to children and grocery shopping, by demographics, NI, January 2014
                                                                                    • Figure 42: Agreement with statements relating to children and grocery shopping, by demographics, NI, January 2014 (continued)
                                                                                    • Figure 43: Agreement with statements relating to children and grocery shopping, by demographics, NI, January 2014 (continued)
                                                                                  • RoI Toluna tables
                                                                                    • Figure 44: Agreement with statements relating to children’s eating habits, by demographics, RoI, January 2014
                                                                                    • Figure 45: Agreement with statements relating to children’s eating habits, by demographics, RoI, January 2014 (continued)
                                                                                    • Figure 46: Agreement with statements relating to children’s eating habits, by demographics, RoI, January 2014 (continued)
                                                                                    • Figure 47: Agreement with statements relating to children’s eating habits outside of the home, by demographics, RoI, January 2014
                                                                                    • Figure 48: Agreement with statements relating to children’s eating habits outside of the home, by demographics, RoI, January 2014 (continued)
                                                                                    • Figure 49: Agreement with statements relating to children’s eating habits outside of the home, by demographics, RoI, January 2014 (continued)
                                                                                    • Figure 50: Agreement with statements relating to children and grocery shopping, by demographics, RoI, January 2014
                                                                                    • Figure 51: Agreement with statements relating to children and grocery shopping, by demographics, RoI, January 2014 (continued)
                                                                                    • Figure 52: Agreement with statements relating to children and grocery shopping, by demographics, RoI, January 2014 (continued)

                                                                                Companies Covered

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                                                                                Children's Eating Habits - Ireland - March 2014

                                                                                £1,095.00 (Excl.Tax)