Last
week Lynne presented at the Market Research Society Kids & Youth conference
on food propositions for the children’s market.
We wanted to talk about what kids want in their lunchboxes versus what
parents want to see them eating and what influences parents’ decision making.
We
asked our MumPanel for their views by survey and also using our facebook group
for further qualitative discussion. And because we always wanted rounded views
we also asked mums at the school gate. The overwhelming message we heard from
mums is that they are in control of what goes in their child’s lunchbox, 99% of our parents say they have the ultimate decision. Their child
might pester and ask for certain things (and reject things they don’t like) but
the parent still sources products.
We
wanted to know what influenced parents when they were buying. It was no surprise
to us that mums have lots of factors to consider when purchasing snacks – from their child’s preferences to including healthy foods, allergies, what
school wants and budget. It’s important
when you are developing products for snacks that you take all of these points
into consideration. A character on a packet may appeal to a child but if mum
feels it is an unhealthy choice (and she knows school will agree) then it’s
unlikely to make it into her trolley. It’s
a good idea to have a clear idea of what makes your snack a good choice and
clearly communicate this to busy parents.
- Start by looking at what parents give as snacks (so cheese, yogurt, fruit) and use this for inspiration.
- Don’t forget other external forces such as school healthy eating guidelines.
- Kids are savvy, they understand healthy messages too (41% of mums said that healthy messages appeal to their children).
- Appeal to both parent & child by messages that they can easily relate to. Sense check as you go with research and focus groups.
You
can see Lynne’s full presentation here.
