Mums and lunchboxes - September 2013

We’re two weeks into the new school term and lots of mums are thinking about lunches. Specifically what to put in their child's lunchbox that keeps them happy and ensures they have a full tummy but meets school deadlines and doesn’t break the bank!

As you can tell from that list lunchboxes have become a bit of a hot topic for mums. In the last few years parents have come under increasing pressure from the Government and schools to provide a ‘healthy’ lunchbox. Most parents would agree this is really important but what do you do if your child won’t eat fruit and veg? And many parents choose packed lunches as an alternative to more costly school dinners – is it possible for parents to make the healthiest choice possible when catering to a budget? Is there a place for brands to help mums make lunchboxes less stressful?

We recently carried out some insight work with mums looking at what decisions they make when filling their child's lunchbox. 

 • 74% of mums struggle to vary what they put in their childs lunchbox.
 • 61% of mums said they had school lunchbox guidelines to meet.

Mums main criteria and wants when filling the lunchbox: 

1. The children enjoy it (and fits their own personal needs i.e. allergies, fussy eaters, wants).
2. It fills them up, provides nutrients and vitamins and energy for the day.
3. It meets school guidelines.

Mums look out for healthy additions, and if it provides them 1, 2 or 3 of their 5 a day that’s great. Another tick off the lunchbox list. But most mums don’t actively look for low fat products, it is more about what the lunchbox gives their child rather than avoiding the 'bad' choices. I

If you are developing products for mums then you might be interested to know…

Top 5 inclusions in lunchboxes: 

1. 95% sandwich (cheese, ham and tuna are the top 3 filings)
2. 86% piece of fruit
3. 75% yoghurt
4. 61% cheese portion
5. 51% biscuit/mini packet of biscuits

But we did see indications that the usual lunchbox formula is changing ever so slightly in the quest to meet varying lunchbox needs.

About a fifth of mums mentioned some bespoke inclusions in the lunchbox, here’s how mums are doing it:

• Homebaked products are on the up. 63% of mums regularly put home-baked products in their lunchbox. Could you use that information to create messaging that appeals to these mums?
• Raw vegetable sticks are a regular for some kids – with carrots & cucumber sticks the favourite. There were other veg mentioned including gherkins, peapods and olives. 
• Mini sausage or sausage roll were mentioned as an alternative to sandwiches. 
• Savoury and sweet sometimes merge, possibly in attempt to balance what is deemed a healthy snack – so mums mentioned including savoury scones and brioche rolls. 
• Kids don’t always go for ‘kid food’ – many mums mentioned dips such as hummus with breadsticks or rice and pasta salads with chicken strips. 
• Jam sandwiches are here to stay – 10% regularly put them in their kid’s lunchbox. 
• Cereal bars are the most popular new addition to lunch boxes. But many have to be nut free to meet school guidelines. Is there a growing gap in the market?

Most of all mums want to see more healthy and fruit based lunchbox items on supermarket shelves. And ideally kid sized. 

From online survey of 565 UK parents.

If you’d like to talk to us about working with MumPanel to help you get your products right for mums then give us a call.

5 ways brands can help mums fill lunchboxes

Last week the papers were full of news of schools banning packed lunches.

Behind the headlines was the release of a report called The Independent School Food Plan. The plan outlines a number of recommendations to change the eating behaviours of school children in the UK.

One of those recommendations is that 70% of school children should be eating school dinners. The idea is that schools lunches are healthier (although we know that not to be the case in many schools) and parents can’t fill lunchboxes with ‘junk’.

It would also provide a much needed source of income to schools which would then fund making school dinners better. You can read the whole report here.

The reaction from mums on twitter and in our facebook group wasn’t very positive – whatever the thought process behind the plan they wanted to have the choice to decide lunchbox or school dinner.

“It's taking the choice away from parents, what if you have a child on a special diet or a fussy eater? As parents are we not capable of putting healthy food in our kids lunchboxes?" Susan

And for many mums cost was an issue…

“My kids aren't at school yet, but when they go I intend to send packed lunches. Not sure we could afford school meals. If they were heavily subsidised and meet the needs of fussy eaters so kids aren't going hungry then may be convinced...” Natalie

We know from our research in The Big Mum Opinion that lunchboxes are a daily topic of conversation – how can mums balance the ‘rules’ that schools set about what can go in lunchboxes with what their kids like (and will eat) and healthy eating?

So how can brands help mums with lunchboxes?

1. Think about price 
Mums have different budgets for their child’s lunchbox but the cost can add up when you have to provide 5 meals (and more if you have more than one child) so mums are always comparing costs. Mums will balance health considerations with price but if it’s a ‘small treat’ (e.g. a chocolate biscuit versus a ‘healthier’ biscuit’) then price may win. Mums often buy in bulk so find special offers for lunchboxes attractive.

2. Provide choice 
Mums want to vary the lunchbox for different nutritional as well as taste requirements. Children have fads, allergies and different wants. Give mums choice.

3. Help educate mums 
Many mums would love to feed their children healthy, tasty, nutritious foods every single day. But we often need ideas and inspiration. Could your brand be that helping hand that mums need – offering great ideas that satisfy kids and school rules around what can go in lunchboxes? What’s the nutritional value of their lunchbox?

4. Appeal to kids but satisfy the parents 
Our mums tell us that they make the ultimate decision about what goes in the trolley. The kids don’t normally decide but we do want to keep them happy (and safe if they have allergies etc) so think about what appeals to kids but satisfies parents needs. At the end of the day if the child doesn’t like the taste it won’t be bought again.

5. Let mums know it is recommended for the lunchbox
It sounds really obvious but let us know it is good for the lunchbox (recommended and used by mums and kids) and whatever the product is make it lunchbox friendly, packaging, size, easy to find in store and easy to open.

If you want to know more about research with mums or marketing specific products to mums drop us a line.