Welcome to

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Social Soup Lunch Box Research 2015

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Launchteams scaling advocacyUser Generated ContentLive Insights and learnings

Gemma Enright PhD: Childhood obesity and sustained behaviour change

• Testing the effectiveness of incentives as a behaviour change strategy

• Within the context of a community-based family-focused program Go4Fun

• Kids aged 7-13 and their parent/ carer

Translating real world research into policy

Getting kids to sustain healthier eating: 4 tools based on behavioural literature

Sustaining healthy habits: Incentivising behaviour rather than

outcomes [1]

1. Kivetz R et al. The Goal-Gradient Hypothesis Resurrected: Purchase Acceleration, Illusionary Goal Progress, and Customer Retention. Journal of Marketing Research 2006; 43(1): 39-58.

2. Adriaanse MA et al. Do implementation intentions help to eat a healthy diet? Appetite. 2011; 56(1): 183-193.3. Okely AD et al. Multi-site randomized controlled trial of a child-centred physical activity program, a parent-centred dietary-modification

program, or both in overweight children: The HIKCUPS study. Journal of Pediatrics 2010;157:388-394. 4. NSW Office of Preventive Health. The first year in review, 2013. Available at www.preventivehealth.net.au

Creating motivation: tracking small repeated

goals for a sense of progress [1]

Following through: setting implementation intentions and parent-

child contract agreements [2,3]

Language: ‘everyday foods’ and ‘sometimes’ foods (no ‘bad’ foods’)

[4]

1 2

3 4

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Lunch boxes really matter

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The school day is a blackhole for mums

The lunch box gives mums a connection with their kids day

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The ultimate lunch covers everything with a positive feedback loop

My best lunch is when I packed a slinky apple, carrot sticks, cheese stick, water bottle, vegemite sandwich, crackers and a Freddo frog as a treat. I also put a little note on each of my daughters food telling her that I loved her or to remember to catch the bus or how much I miss her - she loved it!” Vanessa, 39

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The lunch box is a pressure point for mums

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Mums are under pressure to perform

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1 The school day is a ‘black hole’ for mums

3 And it can be a powerful positive feedback loop

We know that …

2 The lunch box is their way to communicate in the ‘black hole’

4 But it is a pressure point for mums: high expectations

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We set out to explore what’s in the lunchbox

So …

To find out what’s really going in as mums pack lunch

Identify the opportunities to get in the lunchbox

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What we did

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Research background

Survey across 1,081 mums with kids aged 6-15 years

National

511+ lunchbox photos

Over Oct/Nov

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Mums are the ‘CLO’

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Mums are still the chief lunch officer (‘CLO’)

Mums make more than 9 out of 10 lunches

Chief lunch officer (%)

Mainly me 82Me and my partner share it 9Its shared around (kid(s) and us) 5

Mainly my kid(s) 3Mainly my partner/another adult 1No one - they usually get lunch elsewhere 0

Only 10% of dads involved in making lunch for their kids

Dad’s are mostly absent from lunchbox duty

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And when dads do lunch it can be disappointing…

He leaves out the love.... Sounds crazy but he will just do a Vegemite sandwich where I will do ham and salad and some muffins I bake and nice fruit like blueberries or strawberries” Andi, 41

Dads lunch Mums lunch

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BalanceFeels the tension between duty (giving something healthy) and desire (indulging)

‘I packed some fruit for the nutrition and Tiny Teddies as a treat’ Sallie-Ann, 32

Different types of mumsIndulgeEvery experience is an opportunity to indulge and delight kids

‘I included chips, squeezy yoghurt and a LCM bar as snack because I know they like these things and will eat them.’ Libby, 32

ControlBe able to juggle all the boxes and tick every box (health, fun, variety, easy, etc.)

‘I pack popcorn as a healthier alternative to chips, fruit for crunch and sip and sometimes include 2 apples for later in the day, in case they get hungery. Also, a muesli bar for a snack at recess and sultanas another fruit option’ Clarinda, 31

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Making the lunch is a chore for many mums

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We asked “In three words tell us about school lunches”51% of all mums use negative words when describing packing lunches

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We didn’t realise quite how much angst the thought of a lunch box generated!1 Boring/tedious/repetitive

2 Stressful? Choices/what to make?

3 Rushed, in a hurry

4 … and NUTRITIONALLY good!

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When is lunch packed? (%)

Mums are trying to be as organised as possible

• The packing is mostly on the day

• However, most routines actually overlap between night before and on the day itself (i.e. fresh on the day, drink bottles night before):“Sandwiches or 'main part' night before done by me and kids add fruit and choose a snack in the morning and add to lunchbox.” Merryn, 44

Night before

On the day

Bulk in advance & frozen

Bought

29

69

2

0

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Lunch packing routine (%)

Mums build routines to ‘tackle’ the task

Mums who pack the same lunch box every day prioritise convenience and affordability

Most mums have a routine by try to vary it over the week

Brand Opportunity: Make it easy to be part of their routine

Similar lunchbox every day

Varied routine

No set routine

Variety daily

28

41

18

13

2525

I’d like to be a little more creative. The lunches have

become very very repetitive. It's been nearly 2 years with the same thing so I'm trying to be a little

different Sam, 34

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Opportunity for lunch box sales during weekend trade especially on a Sunday as identified on Nielsen

Mums are buying ahead for the week – a need for multi packs and variety packs, or products they can easily put in the lunch box containers

Lunch boxes are still a planned routine

Lunch planning routine (%)

During weekly shop

No plan - use what we have

Daily

Use lunch orders

61

33

5

1

27

Mums are trying to put love in the lunch box

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“I usually include a letter from mum in their

lunchbox because they love their special message

every day”. Catherine, 54

29

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79% agree they include treats as a reminder that mum is thinking of them

On special days makes it even more important, sick, exams, unhappy,

Frequency of treating varies by the mum type (e.g. every two weeks or daily)

Treats act as a virtual hug

I hide the treat under his sandwich and I imagine his surprise when he opens the lunch box. Pam, 42

Children love to have a special treat in their lunch boxes. Something that they love. Jo, 31

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It’s about the thought and

the things you put into the lunch box

that puts in the ‘love’ from mum

Brand opportunity: make it easy for

mums to personalise the lunchbox

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Rejection from kids

“Some days regardless of the effort gone into making healthy and nutritious snacks a lot comes home!” Katrina, 34

BUT Mums aren’t getting payback for lunch box love

Kids saying the lunch

wasn’t good enough

Brand opportunity: help make mum’s

appreciated; champion lunch box love!

Kids’ changing tastes

“My son doesn't like Vegemite and cheese anymore.” Kimberley, 39

Health expectation

“Pack a healthy lunch box. Teachers tend to roam and comment on lunches packed.” Amanda, 35

Yes 35%

No 65%

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What matters most to mums

is that they will eat it

(and its as healthy as possible)

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Mums are pragmatic – kids need to eat it

It's something my kid will eatIt's healthy

It fills him/her upIt's nutritious

It's something easy and quick for me to put togetherIt's affordable

There's enough variety to keep things interestingIt gives them sustained energy

It's something freshIt's low in sugar

PriceIt doesn't set off other kids allergiesIt doesn't have too much packagingIt has ingredients that I can identify

Available to buy in multipacksIt's a fun treat, cheers them upIt's school-approved/endorsed

It's low in fatIt has a small number of ingredients

It's made of organic ingredientsIt's gluten-free

9188

7272

6766

625453

474341

383131

272120

156

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#1 priority is that kids will eat it (91%)

#2 is all about health and nutrition

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Health

36

Mums are proud when they make healthy lunches

‘My daughters latest school report had a

note for me Congratulating me

on ALWAYS sending my daughter with a

healthy lunchbox. That felt AMAZING!’

Katy, 27

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Despite prioritising it, mums don’t see their lunches as healthy

On average, mums rate their own lunches 3.4 healthy stars

There is underlying tension between what mums wants and what they deliver in terms of healthy lunch boxes

The health paradox 1.5 Health Rating

3.0 Health Rating

5.0 Health Rating

Love lunches

Fun first Pre-packaged No fruit or veg

3+ fruit and veg Forgotten protein

Ultimate bento

How mums rated their lunches

31

4

3.5

3.54

3.5

Two key factors may influence ratings

Calories vs. GI vs. nutrition? Nutrition vs. love

Six Ninja rice balls

Varying health literacy

What’s healthier?

The ultimate feedback

Would mums change their rating if it came

back uneaten?

3.5 3 Variety of pre-packed

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Most mums (61%) are at best ok or not happy with the lunches they make

Feedback loop 35% said something came home in the lunch box yesterday

The health paradox

Very happy

Quite happy

Ok with them

Not very happy with them

Not at all happy with them

3

36

46

13

2

41

Brand opportunity to help mums move

up the lunch hierarchy to feel successful

Will eat it

Healthy/nutrition

Variety

CreativeFun

Don’t feel successful unless these

Fail if not these

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Mums are confused by food labelling and don’t trust it

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Confusion around food labels and claims

Mums don’t trust labels and are confused about health claims: we are seeing the rejection of marketing

“I want my lunch boxes to be healthier (less sugar & salts) but it’s hard to trust labels.” Rachel, 25

5

36

25

30

5

I trust them a lot I trust them a bitIm not sure I dont really trust themI dont trust them at all

60% are unsure or

untrusting of food labels or

claims

Ongoing research across Social Soup shows a trend as mums see claims and marketing as ‘dirty’ words. Brands need to build more trust.

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Is this also fuelling a rejection of ‘packaged’ food/drinks?

“I work full time and I think i should be getting rid of a lot of the 'packaged' snacks and replacing them with fresh fruit and veggies and get a bit creative! Sometimes it is the time factor grab food stuff it in the lunch box & run!”

“ I do rely on packaged foods more often that I should and I worry about the sugar content in these.”

“Involving a lot less packaged stuff would surely be an improvement. My kids raid the boxes in the pantry which is easy but not my best parenting at all.”

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Mums aspire to variety

“I’d love some variety! Something different to get my

kids excited to open their lunchbox at school so they enjoy what they are given” Kristen, 23

“It makes me feel inadequate as a mum cause my lunches are

boring” Sylvia, 43

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Mums are trying to add new things to the lunch box frequently

“Each night at 8pm I pack my child's lunch box. I make sure it's something different everyday so it's a variety.” Lydia, 24

“Everyday I make fresh sandwiches and try to find something interesting healthy and yummy for snacks (little lunch). It is hard to please everyone and they all want something different“ Ellie, 36

Frequency (%)

Daily - gotta mix things up!

Couple of times a week

At least once a week

Couple of times a month

Less often

Almost never

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29

30

25

6

2

Brand opportunity: make it easier for mums to mix it up: give them ideas

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Why is variety so important More interesting for kids

Nutritionally balanced/mix

Success as a parent if theyeat variety

I would like to give him more variety and more nutrition for a growing boy. I worry I'm not giving him what he needs

Kelly, 29

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Time/rush

Lack ideas/inspiration

Kids are fussy, won’t try new things

Why don’t they achieve it?

If my kids weren't so fussy I would opt for more variety in their lunchbox and I would love more ideas as quite often i feel like I run out of ideasJas, 31

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Three big ways they see to make their lunches better

“I wish I could be inventive and had tips to make my kids try different things

I feel like I’ve fallen into a lunch slump....”

Healthier More Variety/Options Increase homemade

“I want to find something new that's healthier and my child enjoys.”

“If I had more time I could make more homemade meals to include in her lunch box.”

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What is in the lunch box

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Traditional Middle mix Gone to town

Brand opportunity: Make it easy to step up from traditional

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Lunch still dominated by sandwiches

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*Note: each are less than 1% e.g. croissant, doughnut, pizza, sushi, quiche, antipasto, just ham and cheese, salami sticks and cheese)

Lunch they are having …

6212

11

52

8SandwichesBread rollWrapCrackers eg SaladasSaladOther*

Brand opportunity:get in the sandwich!

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Water is the mainstay for drinks with some usage of juices

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A big variety of

snacks dominated

by fruit with bars,

cheese, biscuits, crackers

appearing as variety

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94% pack fruitsOn average,

packing 2 types of fruit in the

lunchbox

Snacks 86%

include at least one packaged item

in the lunchbox (38% include 1, 26% include 2, 17% include 3, 6% include 4+)

63% make homemade snacks to put in lunches

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Apple 22%

Carrot 13%

Banana 9%

Strawberries 7%

Cucumber 7%

Orange 6%

Pear 3%

Grapes 3%

Celery 3%

Watermelon 3%

Mandarin 3%

Blueberries 3%

Tomato 2%

Capsicum 1%

Kiwi 1%

Rockmelon 1%

Cherry 1%

Sultanas 1%

Mango 1%

Nectarine 1%

Corn 1%

Snow peas 1%

Olives 1%

Berries 1%

Pineapple 1%

Mushroom <1%

Mulberry <1%

Almond <1%

Beans <1%

Peach <1%

Avocado <1%

Raspberry <1%

13%

22%

9%

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Brands in the lunch box

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Its mostly generic: very few brands

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Vegemite is the only ‘brand’ with significant mentions

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Top 10 brands in the lunchbox

Uncle Toby'sTiny TeddiesLe SnakSakatasArnotts ShapesColesSmiths ChipsChobaniJatzCorn Thins

The lunch box is very fragmented for branded products

All brands in the single figures

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Influence: How to get in the lunch box

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Top 3 sources are WOM: people poweredSources of lunchbox inspiration

My kidsOther mums

Social mediaIn-store promotions

Recipe websitesMagazinesCookbooks

PinterestCatalogues

TVOnline reviews

WebsitesMy kids friends

BlogsSomewhere else

Dietician/doctor

6157

4641

3732

272322

2120

1818

118

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WOMYou have to win the WOM war

Path to purchaseYou need good presence around food purchasing and preparation/planning

Lifeand then TV is 10th at 21%… just ahead of my kids friends on 18%

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58% had kids ask for something they have seen in their friends’ lunch boxes

1 in 2 mums have ended up buying it for them (53%)

Kids have mums listening to them

NO 42%

YES 58% NO 42%

Didn’t get it for them 28%

Got it for them

31%

Kids asking for something in

friends’ lunchbox

(%)

Gave kids what they asked for

(%)

67

Huge variety of sources – could partners with smaller sources and get good coverage:

29% Facebook Friends21% Facebook Brand Pages18% Facebook Groups15% Instagram

Social Media/ Digital Sources

68

Lunch Box Trends

6969

“Definitely Bento style lunches. Nude food presented to look

pleasing to the young eye. 'Food art' I guess

you could call it.”Allison 33

70

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They want brands to help them sneak in some health by stealth

“I would like to give variety possibly some hidden nurtients etc always welcome I love v8 juice for that reason”

“I would really like to offer them a lot more variety. I'd love to find a way to sneak some more vegies in”

“I'd love to include some stealthily healthy ideas - because my kids can sniff out 'good for you' a mile away!”

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Mums are starting to think about protein and other ways to get it in the lunchbox

“I want something different a healthy protein to keep them full”

“Healthier protein fill them up they actually eat it!”

Protein to become a bigger influence

“Thermomix creations such as protein balls”

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In summary

1. Mums are still the clear Chief Lunch Officer

2. Putting ‘love’ in the lunch box is about thought and things, brands have a role to make it easy

3. Most important for mums is that kids are eating and then they want healthy

4. Variety is a key aspiration for mums and brands can help them to achieve it

5. Mums are most proud of lunches that have it all (health, variety) and add fun/treat leading to a positive feedback loop

In Summary

Thank you.

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Get in touch:sharyn@socialsoup.com

CEO, Founder