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Children's Packed Lunches - UK - December 2010

This report examines the dynamics of the children’s packed lunch sector, and the key products involved in the market. The healthy eating message is now an intrinsic part of the primary school curriculum and children are being taught about the benefits of a healthy and balanced diet.

  • About 3.6 million children between the ages of 4 and 15, have a homemade packed lunch, representing a sizeable market for food manufacturers to target.
  • Parents of school aged children would be receptive to product launches in the fruit category that meet the tighter government nutritional guidelines, as two fifths of them claim they ensure their child meets their 5-a-day fruit and vegetable requirement.
  • New product activity in packed lunch products that offer children a wide range of flavours and tastes would appeal to 55% of parents trying to encourage their children to be more adventurous in their food tastes.
  • Older children (aged 10-15) have more influence over the contents of their lunchbox suggesting that products aimed at this demographic need to focus on engaging with them rather than their parents.
  • While crisps remain the top snack choice for children, it is parents who are most likely to be buying them for their children, so new product development and marketing campaigns need to address the parents’ concerns as much as their children’s. Healthier products with nutritional benefits would appeal to the parents of the 1.3 million school aged children who avoid buying unhealthy snacks for their children.
  • A more collaborative approach between schools and food and drink brands would be very much in line with coalition government thinking and would help raise awareness of healthy eating among lower income families who are less likely to understand which foods are good and bad for them. This would help grow the market for healthier packed lunch products and help in the fight against childhood obesity.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

              • Play with your food!
                • Snack on this
                • Market in Brief

                  • Children’s attitudes towards food
                    • Concerns about rising obesity levels
                      • Marketing to children
                        • Attitudes and consumption of packed lunches
                        • Internal Market Environment

                          • Key points
                            • Children’s attitudes towards food
                              • Figure 1: Agreement with selected lifestyle statements on food/diet – 7-16s, 2006-10
                            • Obesity concerns continue to loom
                              • Figure 2: Proportion of children in England aged 2-15 who are overweight or obese, by gender, 1995-2008
                            • Concerns about weight begin in childhood
                              • Figure 3: Agreement with lifestyle statement ‘I often try to lose weight’ – 11-16s, 2006-10
                            • Parents easing up on junk food
                              • Figure 5: Trends for health/food lifestyle statements, 2006-10
                            • Children’s influence on shopping habits
                              • Figure 6: Attitudes and influences of children on shopping habits, by age of children, 2006-10
                          • Broader Market Environment

                            • Key points
                              • Proposed tightening of Ofcom regulations
                                • Women with children in employment on the decline
                                  • Figure 7: Trends for working women with children, 2005-10
                                • Family sizes getting smaller
                                  • Figure 8: Dependent children in Great Britain, by family type, 2005-10
                                • Population dynamics
                                  • Figure 9: Population trend and projection, by age, 2000-20
                              • Competitive Context

                                • Key points
                                  • Packed lunches versus school meals
                                    • Figure 10: Take-up of school meals (%) in primary and secondary schools in England, by region, 2007/08-2009/10
                                  • Impact of the 2010 change of government
                                    • Continued efforts to increase the uptake of school meals
                                      • Are packed lunches synonymous with fussy eaters?
                                      • Who’s Innovating?

                                        • Key points
                                          • Focus on product packaging
                                            • Figure 11: New product launches targeted at 5-17-year-olds, % by positioning claim, 2007-10*
                                          • Continued innovation in ensuring children get their 5-a-day
                                            • Continued demand for vegetarian products
                                              • Increase in chocolate confectionery product launches
                                                • Figure 12: New product launches targeted at 5-17-year-olds, by product category, 2007-10
                                              • Customisation and fragmentation trends
                                              • Children’s Snacking Habits

                                                • Key points
                                                  • Crisps are top snack choice
                                                    • Snacks off limits in school
                                                    • Segment Performance – Lunchbox Foods

                                                      • Key points
                                                        • Lunchbox choices
                                                          • Figure 13: Total market values of product areas associated with children’s lunchboxes, 2005-10
                                                        • Sandwiches the most popular lunchbox filler
                                                          • Growth in snack treats
                                                            • Healthy lunchbox additions
                                                            • Companies and Products

                                                              • Humdinger Ltd
                                                                  • Figure 14: New innovations by Humdinger Ltd, January 2009-October 2010*
                                                                • Innocent Drinks UK
                                                                    • Figure 15: New innovations by Innocent Drinks UK, January 2009-October 2010*
                                                                  • Kraft Foods UK
                                                                      • Figure 16: New innovations by Kraft Foods UK, January 2009-October 2010*
                                                                    • Kellogg’s UK
                                                                        • Figure 17: New innovations by Kellogg’s UK, January 2009-October 2010*
                                                                      • Kerry Foods
                                                                          • Figure 18: New innovations by Kerry Foods, January 2009-October 2010*
                                                                        • Müller Dairy UK
                                                                            • Figure 19: New innovations by Müller Dairy UK, January 2009-October 2010*
                                                                          • United Biscuits
                                                                              • Figure 20: New innovations by United Biscuits, January 2009-October 2010*
                                                                            • Stream Foods
                                                                                • Figure 21: New innovations by Stream Foods, January 2009-October 2010*
                                                                              • Whitworths
                                                                                  • Figure 22: New innovations by Whitworths, January 2009-October 2010*
                                                                                • Walkers Crisps
                                                                                    • Figure 23: New innovations by Walkers, January 2009-October 2010*
                                                                                  • Yoplait UK
                                                                                      • Figure 24: New innovations by Yoplait, January 2009-October 2010*
                                                                                  • Brand Communications

                                                                                    • Key points
                                                                                      • Targeting the lunchbox market
                                                                                        • Figure 25: Main monitored advertising expenditure on sectors relevant to the children’s lunchbox market, 2008-10*
                                                                                      • TV still medium of choice despite restrictions
                                                                                        • Figure 26: Main monitored media channels used by sectors relevant to the children’s lunchbox market, 2007-10*
                                                                                      • Looking beyond TV to reach children
                                                                                        • Targeting children online
                                                                                          • Marketing in schools
                                                                                          • Parents’ Attitudes towards Children’s Eating Habits

                                                                                            • Key points
                                                                                                • Figure 27: Agreement with statements on children’s eating habits, August 2010
                                                                                              • Stimulating children’s taste buds
                                                                                                • Figure 28: Agreement with statement ‘It is important for children to be introduced to a wide range of different foods’, by selected demographics, August 2010
                                                                                              • Educating children about food
                                                                                                • Treating children to unhealthy snacks
                                                                                                  • Figure 29: Agreement with statements ‘It is OK to treat children to unhealthy foods sometimes’ and ‘I avoid buying unhealthy snacks for my child’, by demographics, August 2010
                                                                                                • ‘Eat what’s on your plate’
                                                                                                • School Lunch Choices and Attitudes

                                                                                                  • Key points
                                                                                                      • Figure 30: Type of lunch children have most frequently at school, August 2010
                                                                                                    • Packed lunches rule!
                                                                                                      • Figure 31: Lunchtime food choices, by demographics, August 2010
                                                                                                      • Figure 32: Parents’ attitudes towards child’s lunch during the week in term time, August 2010
                                                                                                    • Parents want to make packed lunches their way
                                                                                                        • Figure 33: Agreement with statement ’I should be able to decide what I can include in my child’s packed lunch’, by demographics, August 2010
                                                                                                      • Letting children choose their packed lunch
                                                                                                        • Lunchbox envy
                                                                                                          • Counting the cost of school meals
                                                                                                            • Figure 34: Agreement with statement ‘I give my child a packed lunch because it is cheaper’, by demographics, August 2010
                                                                                                        • Targeting Opportunities

                                                                                                          • Key points
                                                                                                              • Figure 35: Consumer clusters based on parents’ attitudes towards school lunches in term time, August 2010
                                                                                                            • Parent Power (44% of parents)
                                                                                                              • Attitudes and packed lunch choices
                                                                                                                • Kids Choice (32% of parents)
                                                                                                                  • Attitudes and packed lunch choices
                                                                                                                    • Packed Lunchers (24% of parents)
                                                                                                                      • Attitudes and packed lunch choices
                                                                                                                      • Appendix – Advertising Data

                                                                                                                        • Appendix – Internal Market Environment

                                                                                                                            • Figure 36: Health/food lifestyle statements, by demographics, 2010
                                                                                                                            • Figure 37: Attitudes and influences of children on shopping habits, by demographics, 2010
                                                                                                                            • Figure 38: Attitudes and influences of children on shopping habits, by demographics, 2010
                                                                                                                            • Figure 39: Agreement with selected lifestyle statements on food/diet – 7-16s, by gender, age and socio-economic group, 2010
                                                                                                                            • Figure 40: Agreement with selected lifestyle statements on food/diet – 7-16s, by gender, age and socio-economic group, 2010
                                                                                                                        • Appendix – Broader Market Environment

                                                                                                                            • Figure 41: Dependent children, by family type, Great Britain, 1972-2007
                                                                                                                            • Figure 42: Employment and unemployment, by gender, 2005-15
                                                                                                                        • Appendix – Children’s Snacking Habits

                                                                                                                            • Figure 43: Types of foods eaten, who buys and where eaten most – 7-16s, by age, 2010
                                                                                                                            • Figure 44: Top product categories for launches targeted at children aged 5-17, 2007-10*
                                                                                                                            • Figure 45: Working population in full-time employment, by gender, 2005-15
                                                                                                                            • Figure 46: Families in the UK, by family type, 1996 and 2006
                                                                                                                        • Appendix – Parents’ Attitudes towards Children’s Eating Habits

                                                                                                                            • Figure 47: Agreement with statements about children’s eating habits, by demographics, August 2010
                                                                                                                            • Figure 48: Agreement with statements about children’s eating habits, by demographics, August 2010
                                                                                                                        • Appendix – School Lunch Choices and Attitudes

                                                                                                                            • Figure 49: Statements about children’s eating habits, by type of lunch children take most frequently during lunchtime at school, August 2010
                                                                                                                            • Figure 50: Type of lunch children take most frequently during lunchtime at school, by most popular statements on children’s eating habits, August 2010
                                                                                                                            • Figure 51: Type of lunch children take most frequently during lunchtime at school, by next most popular statements on children’s eating habits, August 2010
                                                                                                                            • Figure 52: Type of lunch children have most frequently at school, by demographics, August 2010
                                                                                                                            • Figure 53: Type of lunch children have at school, by parents’ attitudes towards child’s lunch during the week in term time, August 2010
                                                                                                                            • Figure 54: Parents’ attitudes towards child’s lunch during the week in term time, by demographics, August 2010
                                                                                                                            • Figure 55: Parents’ attitudes towards child’s lunch during the week in term time, by demographics, August 2010
                                                                                                                            • Figure 56: Mean price of a two-course school meal, by type of school, England, 2005/06-2009/10
                                                                                                                        • Appendix – Targeting Opportunities

                                                                                                                            • Figure 57: Parents’ attitudes towards child’s lunch during the week in term time, by target groups, August 2010
                                                                                                                            • Figure 58: Agreement with statements about children’s eating habits, by target groups, August 2010
                                                                                                                            • Figure 59: Type of lunch eating at school, by target groups, August 2010

                                                                                                                        Companies Covered

                                                                                                                        • Asda Group Ltd
                                                                                                                        • Co-operative Group
                                                                                                                        • Del Monte Foods
                                                                                                                        • Food Standards Agency
                                                                                                                        • Government Actuary's Department (GAD)
                                                                                                                        • HJ Heinz Company UK
                                                                                                                        • Innocent Drinks Ltd
                                                                                                                        • J. Sainsbury
                                                                                                                        • Kantar Media
                                                                                                                        • Kraft Foods UK
                                                                                                                        • National Union of Teachers
                                                                                                                        • Ofcom
                                                                                                                        • Pepsi-Cola UK
                                                                                                                        • School Food Trust
                                                                                                                        • Somerfield
                                                                                                                        • Tesco Plc
                                                                                                                        • United Biscuits
                                                                                                                        • Waitrose
                                                                                                                        • Walkers Snack Foods Limited
                                                                                                                        • Weight Watchers Ltd. (UK)
                                                                                                                        • Wm Morrison Supermarkets

                                                                                                                        Children's Packed Lunches - UK - December 2010

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