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Today’s
market for children’s food and drinks is increasingly complex and
challenging, but there are long term rewards for manufacturers who can get
it right.
Parents are alert to the needs for quality nutrition for their children.
They welcome products that offer benefits and avoid negatives – and also
have child appeal. But they are increasingly cynical about manufacturers’
motives, and it can be hard to strike the balance between child appeal and
adult credibility.
Our
projects include work with mums and with children, across the age range. We
carry out observation and investigation, both qualitative and quantitative.
- Shopping
habits and preferences
- Eating
at home
- Lunchbox
foods
- Eating
out – treats vs regular activities
- Issues
relating to diet and health
CLIENTS
/ CASE STUDIES – FOOD & DRINK
- IGD
– Research among teens on food preparation and purchasing, leading to
published research
- Lunchbox
foods – what, why, who prepares; child enjoyment vs health / nutrition
- New
product development – workshops and brainstorming; concept testing; taste
testing; in home use
- Product
testing – via in home family panel
- Character
tracking – ongoing research to monitor popularity of licensed characters
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ChildWise
PUBLISHED DATA – FOOD & DRINK
- ChildWise
Monitor – child self purchase for 5-16 year olds for sweets and
chocolate, soft drinks, crisps and snacks, healthy foods (new for 2006)
- ChildWise
Trends Report – changes in child self purchase from 1994
- ChildWise
Special Report – Children’s attitudes to diet and health
(2004)
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ARTICLES
& CONFERENCE PAPERS – FOOD & DRINK
- Soft
Drinks International – September 2005
- Food on the move - Marketing Week Conference, November 2004
- Juices
and Soft Drinks paper - April 2007
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USEFUL
LINKS - FOOD & DRINK
-
Food Standards Agency
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