Abstract
More calories in and fewer expended have lead to rocketing rates of obesity across the world as habits are passed down from parent to child. The health implications both short term and long term are grave. Obesity currently costs the NHS £1 billion annually and may even overtake tobacco as the most significant cause of premature death.
Food manufacturers have been criticised for their part in ‘supersizing' the nation along with their own bottom lines, but many are now reformulating their existing products and developing new naturally healthier ones, as restrictions on advertising to children and restrictions on sales through school vending machines make trading conditions tough.
Table of Contents
Issues in the Market
- Market themes
- Definitions
- Key themes
Market in Brief
- Not so little Britain
- The government weighs in
- What the food industry did next
- Whose fault is it anyway?
- Consumers respond to health messages
- Redefining the food industry
Internal Market Environment
- Key Points
- Changing childhood lifestyles
- Parental paranoia
- Real play...
- ...vs virtual play
- Figure 1: 7-16-year-olds who watch satellite/cable/digital TV, and those who play computer games consoles/hand held games, 2002-06
- Sedentary lifestyles
- Sport on the timetable...
- …exercise increasingly squeezed out
- New parenting models
- Media influence is growing
- Back to school
- Natural rhythm of the day has broken down…
- …and real cooking skills are waning…
- … while virtual cooking skills are on the rise
Broader Market Environment
- Key points
- Soaring levels of obesity
- Figure 2: Current and projected levels of obesity among UK children by age and gender, 2003 and 2010
- By parental weight
- Figure 3: Current and projected levels of obesity among UK children by parental weight and gender, 2003 and 2010
- Fewer children...
- Figure 4: Changes in UK population, boys and girls, 2002-12
- …but more of them are obese
- Adult population moving upmarket
- Figure 5: Changes in socio-economic status, 2002-12
- The great divide
- ABs have greater literacy in parenting skills…
- …which affects their children' s lifestyle
- Working women are on the rise
- Figure 6: Employed women (million), 2002-12
- Government initiatives
- School initiatives
Brand Communication and Promotion
- Key points
- Advertising food and drink to children
- Background
- TV advertising
- Other media
- Marketing to children - voluntary codes
- Implications
Market Profiles
- Key points
- Chocolate confectionery
- Figure 8: UK retail value sales of chocolate confectionery, at current prices, 2002-06
- Premium end props up chocolate
- Chocolate in meltdown
- Carbonates
- Figure 9: UK on- and off-trade sales of carbonates, by volume and value, at current prices, 2002-06
- Bubbles lose fizz
- The future' s flat
- Sweet biscuits
- Figure 10: UK retail volume and value sales of sweet biscuits, at current prices, 2002-07
- Some small growth
- Top end biscuits
- Fruits
- Figure 11: UK retail value sales of fruits, at current prices, 2002-06
- Healthy growth
- Room to bloom
- Yogurts
- Figure 12: UK retail value sales of yogurts, at current prices, 2002-06
- Health messages boost yogurt
- Yogurt snacks
The Future
- Key points
- Changing attitudes…
- …and purchasing behaviours
- Fruity fun
- Fruit segments
- Sweet treats
- Chocolate rationing
- Rich pickings for health
Social Issues Surrounding Obesity
- Key points
- Rise in eating disorders
- Figure 13: Overeating, obesity and anorexia, bulimia: close friends involved, other people of their age involved and most common among young people of their age, 11-16-year-olds, 2002-06
- Other people' s problems
- Girls are the experts
Consumer 1 - Competitive Context - What Do Children Spend Their Money On?
- Key points
- Pocket money
- Figure 14: Total amount of money received in a week, 7-14-year-olds, 2002-06
- More cash
- Older children get more
- Figure 15: Total amount of money received in a week, 7-14-year-olds, 2006
- 15-16s
- Figure 16: Total amount of money received in a month, 15-16-year-olds, 2002-06
- But less value
- How money is spent?
- Figure 17: How money is spent, 11-16-year-olds, 2002-06
- Electronic influence
- Weekly spend per category
- Figure 18: Average weekly spend per category, 11-16-year-olds, 2006
- Going out is most important
Consumer 2 - Children' s Attitudes to Foods
- Key points
- Figure 19: Agreement with attitude statements on food, 7-16-year-olds, 2002-06
- Sweets losing appeal?
- Young ABs are less sweet
- Teens opt for bed not breakfast
- Attitudes to eating
- Figure 20: Agreement with attitude statements on food, 11-16-year-olds, 2002-06
- Health message getting through
- Food rebels
- Food is a boy/girl thing
- Figure 21: Agreement with attitude statements on food, 11-16-year-olds, 2006
The Consumer 3 - Changing Eating Habits
- Key points
- Various foods/snacks
- Figure 22: Consumption of various foods/snacks, 7-16-year-olds, 2002-06
- No change in snack favourites
- Crisps
- Figure 23: Weekly consumption of packets of crisps by 7-16-year-olds, 2002-06
- Crunch time for crisps
- Snack attack
- Chocolate and biscuits
- Figure 24: Frequency of consumption of biscuits & chocolate, 11-16-year-olds, 2006
- Children stay sweet on snacks
- Chocolate dipping
- Biscuit snackers stay faithful
- Who' s eating habits are changing?
- Crisps and chocolate suffer…
- … while cereal bars decline
- Who' s buying?
- Figure 25: Who buys most selected foods, 7-16-year-olds, 2006
- Parents foot the snack bill
- Parental purchasing on the up
- Self-purchase is greater amongst older children
- C2DEs parents are playing catch up
- Drinking habits
- Figure 26: Consumption of various drinks, 7-16-year-olds, 2002-06
- Drinks get healthy
- Water is cool
- Fizzy drinks
- Figure 27: Weekly consumption of fizzy drinks, 7-16-year-olds, 2002-06
- Fizz goes pop
- Changing children' s consumption habits
- Who is buying?
- Figure 28: Who buys most selected drinks, 7-16-year-olds, 2006
- Pop out, fruit juice in
- Changing purchasing behaviour
- Kids and parents reject fizz
- Foods and favourite foods eaten
- Figure 29: Foods eaten and liked best, 7-16-year-olds, 2002-06
- Back to basics
- Children of upmarket consumers eat more healthily
- Figure 30: Propensity to eat vegetables by gender, age and socio-economic status, 2006
- Older children still eating unhealthy foods
- Figure 31: Propensity to eat frozen beefburgers by gender, age, and socio-economic status, 2006
The Consumer 4 - Out of Home Food Eating Habits
- Key points
- Burger and pizza places
- Figure 32: 7-10-year-olds who visit burger bars and pizza places, 2002-06
- Burger bars and fast food places
- Figure 33: 11-16-year-olds who visit fast food places and pizza places, 2002-06
- Pizzas take greater slice
- Bad news for burgers
- Who eats where
Appendix
- Consumer research
- Abbreviations
- Internal market environment
- Figure 40: 7-16-year-olds who watch satellite/cable/digital TV, and those who play computer games consoles/hand-held games, by gender, age, socio-economic group and region, 2006
- Figure 41: Average amount of time spent playing sports per week (outside of school or in their own leisure time), 7-10s by gender, age, socio-economic group and region, 2002-06
- Figure 42: Average amount of time spent playing sports per week (outside of school or in their own leisure time), 11-16s by demographic sub-group, 2002-06
- Figure 43: Agreement with the statement ‘I think children should eat what they are given’, 2002-06
- Figure 44: Agreement with the statement ‘I think children should eat what they are given’, by demographic sub-group, 2006
- Figure 45: Agreement with the statement ‘I find it difficult to say no to my kids’, 2002-06
- Figure 46: Agreement with the statement ‘I find it difficult to say no to my kids’, by demographic sub-group, 2006
- Figure 47: Age of child population, 2002-12
- Broader market environment
- Figure 48: Current and projected levels of obesity among UK children, by region and gender, 2002 and 2010
- Social issues surrounding obesity
- Figure 49: Overeating, obesity and anorexia, bulimia, close friends involved, other people of their age involved and most common among young people of their age, 11-16-year-olds, by gender, age, socio-economic group and region, 2006
- Consumer 1 - The Competitive Context - What do children spend their money on?
- Pocket money
- Figure 50: Total amount of money received in a week, 7-14-year-olds, 2002-06
- Figure 51: Total amount of money received in a week, 7-14-year-olds, by demographic sub-group, 2006
- Figure 52: Total amount of money received in a month, 15-16-year-olds, 2002-06
- Figure 53: Total amount of money received in a month, 15-16-year-olds, by demographic sub-group, 2006
- How is money spent?
- Figure 54: How money is spent, 7-10-year-olds, 2002-06
- Figure 55: How money is spent, 11-16-year-olds, 2002-06
- Weekly spend per category
- Figure 56: Average weekly spend per category, 11-14-year-olds, 2002-06
- Figure 57: Average weekly spend per category, 15-16-year-olds, 2002-06
- The Consumer 2 - Children' s Attitudes to Food
- Figure 58: Agreement with attitude statements on food, 7-16-year-olds, by gender, age, socio-economic group and region, 2006
- Figure 59: Agreement with attitude statements on food, 11-16-year-olds, by demographic sub-group, 2006
- Figure 60: Agreement with attitude statements on food, 11-16-year-olds, by demographic sub-group, 2006
- Figure 61: Agreement with attitude statements on food, 11-16-year-olds, by demographic sub-group, 2006
- The Consumer 3 - Changing Food Habits
- Various foods/snacks
- Crisps
- Figure 62: Frequency of consumption and who buys most, 7-16-year-olds, 2002-06
- Biscuits
- Figure 63: Frequency of consumption and who buys most, 11-16-year-olds, 2002-06
- Figure 64: Frequency of consumption and who buys most, 11-16-year-olds, 2002-06
- Chocolate
- Figure 65: Frequency of consumption of chocolate, 7-10-year-olds, 2002-06
- Figure 66: Frequency of consumption of chocolate, 11-16-year-olds, 2002-06
- Figure 67: Who buys most of the chocolate that 7-16-year-olds eat, 2002-06
- Sweets
- Figure 68: Frequency of consumption and who buys most, 7-16-year-olds, 2002-06
- Cereal bars
- Figure 69: Frequency of consumption and who buys most, 11-16-year-olds, 2002-06
- Figure 70: Frequency of consumption and who buys most, 7-16-year-olds, 2002-06
- Ice-cream bar
- Figure 71: Frequency of consumption and who buys most, 7-16-year-olds, 2002-06
- Cereal
- Figure 72: Frequency of consumption of cereal, 7-16-year-olds, 2002-06
- Pot snacks
- Figure 73: Frequency of consumption of pot snacks, 7-16-year-olds, 2002-06
- Figure 74: Who buys most of the pot snacks that 11-16-year-olds eat, 2002-06
- Yogurt
- Figure 75: Frequency of consumption of yogurt, 7-16-year-olds, 2002-06
- Ready to eat desserts
- Figure 76: Frequency of consumption of ready to eat desserts, 11-16-year-olds, 2002-06
- Figure 77: Consumption of crisps/savoury snacks, by gender, age, region and socio-economic group, 7-16s, 2002-06
- Figure 78: Consumption of chocolate, by gender, age, region and socio-economic group, 7-10s, 2002-06
- Figure 79: Consumption of chocolate, by gender, age, region and socio-economic group, 11-16s, 2002-06
- Figure 80: Consumption of cereal bars, by gender, age, region and socio-economic group, 11-16s, 2002-06
- Figure 81: Who buys most of the crisps/savoury snacks that 7-16-year-olds eat, by gender, age, region and socio-economic group, 2002-06
- Figure 82: Who buys most of the chocolate that 7-16-year-olds eat, by gender, age, region and socio-economic group, 2002-06
- Figure 83: Who buys most of the cereal bars that 11-16-year-olds eat, by gender, age, region and socio-economic group, 2002-06
- Drinking habits
- Figure 84: Frequency of consumption of flavoured milk and who buys most, 7-16-year-olds, 2002-06
- Figure 85: Frequency of consumption of fruit juice drinks and who buys most, 7-16-year-olds, 2002-06
- Figure 86: Frequency of consumption of fizzy drinks and who buys most, 7-16-year-olds, 2002-06
- Figure 87: Frequency of consumption of energy and sports drinks and who buys most, 15-16-year-olds, 2006
- Figure 88: Frequency of consumption of hot drinks, 11-16-year-olds, 2002-06
- Figure 89: Consumption of fruit juice & juice drinks, by gender, age, region and socio-economic group, 7-16s, 2002-06
- Figure 90: Consumption of fizzy drinks, by gender, age, region and socio-economic group, 7-16s, 2002-06
- Figure 91: Who buys most of the small cartons/bottles of fruit juice/juice drinks that 7-16-year-olds drink, by gender, age, region and socio-economic group, 2002-06
- Figure 92: Who buys most of the cans/small bottles of fizzy drinks that 7-16-year-olds drink, by gender, age, region and socio-economic group, 2002-06
- Favourite foods - Foods eaten and liked best
- Figure 93: Foods eaten and liked best, 7-16-year-olds, 2002-06
- Unhealthy foods eaten
- Figure 94: Selected foods eaten, by gender, age, region and socio-economic group, 7-16s, 2002-06
- Healthy foods eaten
- Figure 95: Selected foods eaten, by gender, age, region and socio-economic group, 7-16s, 2002-06
- The Consumer 4 - Out of home food eating habits
- Figure 96: 7-10-year-olds who visit burger bars and pizza places, by demographic sub-group, 2006
- Figure 97: 7-10-year-olds who visit burger bars and pizza places, 2002-06
- Fast food places and pizza places
- Figure 98: 11-16-year-olds who visit fast food places and pizza places, 2002-06
- Figure 99: 11-16-year-olds who visit fast food places and pizza places, by demographic sub-group, 2006
- The Consumer 5 - Food Cluster Analysis - 11-16s
- Figure 100: Cluster groups by demographic sub-group, 2006
- Figure 101: Cluster groups by lifestyle statements, 2006
- Figure 102: Cluster groups by consumption of various foods/snacks, 11-16-year-olds, 2006
- Figure 103: Cluster groups by frequency of consumption and who buys most, for selected foods/snacks, 11-16-year-olds, 2006
- Figure 104: Cluster groups by foods eaten and liked best, 11-16-year-olds, 2006
- Figure 105: Cluster groups by consumption of various drinks, 11-16-year-olds, 2006
- Figure 106: Cluster groups by frequency of consumption and who buys most, for selected drinks, 11-16-year-olds, 2006
- Figure 107: Cluster groups by overeating, obesity and anorexia, bulimia, close friends involved, other people of their age involved and most common among young people of their age), 11-16-year-olds, 2006
- Figure 108: Cluster groups by satellite/cable/digital TV viewing and playing of computer games consoles/hand held games, 2006
- Figure 109: 11-16-year-olds who visit fast food places and pizza places, by cluster groups, 2006
- Figure 110: Cluster groups by total amount of money received in a week, 11-14s, 2006
- Figure 111: Cluster groups by total amount of money received in a month, 15-16s, 2006
- Consumer 6 - Parental attitudes
- Weight perception
- Figure 112: Concern about levels of own weight, by detailed demographics
- Figure 113: Levels of concern with childhood obesity, February 2007
- The Consumer 7 - Attitudes to childhood obesity
- Figure 114: Attitudes towards childhood obesity, by detailed demographics, February 2007
