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![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](https://image.slidesharecdn.com/socialsouplunchboxresearch2015-161012001848/75/Social-Soup-Mums-Lunchbox-and-Snack-Research-6-2048.jpg)
Uploaded bySocial Soup
Social Soup - Mums Lunchbox and Snack Research
Social Soup is an influencer platform that engages a community of 150,000 individuals to deliver insights and impact for brands, focusing on campaigns that generate user-generated content. The document highlights the central role of mothers as the primary decision-makers in packing lunches, exploring their challenges, aspirations, and the emotional significance of lunch boxes. It concludes with insights into lunch box contents, routines, and opportunities for brands to connect with this audience effectively.
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Social Soup - Mums Lunchbox and Snack Research
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- 2. 2 Social Soup LunchBox Research 2015
- 3. 3 WHAT IS SOCIAL SOUP? We arean influence platform with a highly engaged community we guarantee greater insights and impact • Social Soup is an influence platform. We have direct, active relationship with an evergrowing 150,000 engaged people ranging from peer influencers to top tier social influencers • Social Soup can uniquely target the right people with particular behaviours and networks • With this network we can develop insights campaigns, trial or sharing ocassions to build or launch new products. • We have a technology platform built for live insights, analysis and sharing • Our influencers create shared experiences which lead to significantly higher impact and with high engagement we achieve greater insights • Our campaigns target people who will create social content (real user generated content) from their experience and share with their networks with high impact creating scale • We manage the entire process from recruitment selection, fulfillment, community management/communication, collateral design, insights and reporting making the process easy for you
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- 5. 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
- 6. Getting kids tosustain 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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- 8. 8 The school day isa blackhole for mums The lunch box gives mums a connection with their kids day
- 9. 9 The ultimate lunchcovers 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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- 11. 11 Mums are under pressureto perform
- 12. 12 1 The schoolday 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
- 13. 13 We set out toexplore 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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- 15. 15 Research background Survey across 1,081mums with kids aged 6-15 years National 511+ lunchbox photos Over Oct/Nov
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- 17. 17 Mums are stillthe chief lunch officer (‘CLO’) Mums make more than 9 out of 10 lunches Chief lunch officer (%) Mainly me 82 Me and my partner share it 9 Its shared around (kid(s) and us) 5 Mainly my kid(s) 3 Mainly my partner/another adult 1 No 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
- 18. 18 And when dadsdo 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
- 19. 19 Balance Feels the tension betweenduty (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 mums Indulge Every 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 Control Be 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
- 20. 20 Making the lunchis a chore for many mums
- 21. 21 We asked “In three wordstell us about school lunches” 51% of all mums use negative words when describing packing lunches
- 22. 22 We didn’t realisequite 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!
- 23. When is lunchpacked? (%) 23 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 29 69 2 0 Night before On the day Bulk in advance & frozen Bought
- 24. Lunch packing routine(%) 24 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 28 41 18 13 Similar lunchbox every day Varied routine No set routine Variety daily
- 25. 2525 I’d like tobe 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
- 26. 26 Opportunity for lunchbox 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 (%) 61 33 5 1 During weekly shop No plan - use what we have Daily Use lunch orders
- 27. 27 Mums are tryingto put love in the lunch box
- 28. 28 “I usually includea letter from mum in their lunchbox because they love their special message every day”. Catherine, 54
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- 30. 30 79% agree theyinclude 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
- 31. 31 It’s about the thoughtand 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
- 32. 32 Rejection from kids “Some days regardlessof 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%
- 33. 33 What matters most tomums is that they will eat it (and its as healthy as possible)
- 34. 34 Mums are pragmatic – kidsneed to eat it 91 88 72 72 67 66 62 54 53 47 43 41 38 31 31 27 21 20 15 6 3 It's something my kid will eat It's healthy It fills him/her up It's nutritious It's something easy and quick for me to put together It's affordable There's enough variety to keep things interesting It gives them sustained energy It's something fresh It's low in sugar Price It doesn't set off other kids allergies It doesn't have too much packaging It has ingredients that I can identify Available to buy in multipacks It's a fun treat, cheers them up It's school-approved/endorsed It's low in fat It has a small number of ingredients It's made of organic ingredients It's gluten-free #1 priority is that kids will eat it (91%) #2 is all about health and nutrition
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- 36. 36 Mums are proud whenthey 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
- 37. 37 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
- 38. Love lunches Fun firstPre-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
- 39. Two key factorsmay 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
- 40. 40 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 3 36 46 13 2 Very happy Quite happy Ok with them Not very happy with them Not at all happy with them
- 41. 41 Brand opportunity to help mums move up the lunch hierarchy tofeel successful Will eat it Healthy/ nutrition Variety Creative Fun Don’t feel successful unless these Fail if not these
- 42. 42 Mums are confusedby food labelling and don’t trust it
- 43. 43 Confusion around food labelsand 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 bit Im not sure I dont really trust them I 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.
- 44. Is this alsofuelling a rejection of ‘packaged’ food/drinks? 44 “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.”
- 45. 45 Mums aspire tovariety
- 46. 46 “I’d love somevariety! Something different to get my kids excited to open their lunchbox at school so they enjoy what they are given” Kristen, 23
- 47. 47 “It makes mefeel inadequate as a mum cause my lunches are boring” Sylvia, 43
- 48. 48 Mums are tryingto 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 (%) 8 29 30 25 6 2 Daily - gotta mix things up! Couple of times a week At least once a week Couple of times a month Less often Almost never Brand opportunity: make it easier for mums to mix it up: give them ideas
- 49. 49 Why is varietyso important More interesting for kids Nutritionally balanced/mix Success as a parent if they eat 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
- 50. 50 Time/rush Lack ideas/inspiration Kids arefussy, 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 ideas Jas, 31
- 51. Three big waysthey see to make their lunches better 51 “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.”
- 52. 52 What is inthe lunch box
- 53. 53 Traditional Middle mixGone to town Brand opportunity: Make it easy to step up from traditional
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- 55. 55 *Note: each areless than 1% e.g. croissant, doughnut, pizza, sushi, quiche, antipasto, just ham and cheese, salami sticks and cheese) Lunch they are having … 6212 11 5 2 8 Sandwiches Bread roll Wrap Crackers eg Saladas Salad Other* Brand opportunity: get in the sandwich!
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- 57. 57 A big variety of snacks dominated byfruit with bars, cheese, biscuits, crackers appearing as variety
- 58. 58 94% pack fruits On average, packing2 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
- 59. 59 Apple 22% Carrot 13% Banana9% 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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- 63. 63 Top 10 brandsin the lunchbox Uncle Toby's Tiny Teddies Le Snak Sakatas Arnotts Shapes Coles Smiths Chips Chobani Jatz Corn Thins The lunch box is very fragmented for branded products All brands in the single figures
- 64. 64 Influence: How toget in the lunch box
- 65. Top 3 sourcesare WOM: people powered Sources of lunchbox inspiration 65 61 57 46 41 37 32 27 23 22 21 20 18 18 11 8 3 My kids Other mums Social media In-store promotions Recipe websites Magazines Cookbooks Pinterest Catalogues TV Online reviews Websites My kids friends Blogs Somewhere else Dietician/doctor WOM You have to win the WOM war Path to purchase You need good presence around food purchasing and preparation/planning Life and then TV is 10th at 21% … just ahead of my kids friends on 18%
- 66. 66 58% had kidsask 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. 67 Huge variety ofsources – could partners with smaller sources and get good coverage: 29% Facebook Friends 21% Facebook Brand Pages 18% Facebook Groups 15% Instagram Social Media/ Digital Sources
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- 69. 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
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- 71. 71 They want brandsto 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!”
- 72. 72 Mums are startingto 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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- 74. 1. Mums arestill 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
- 75. Thank you. +61 29356 7500 soupaustralia soupcommunity socialsouphq company/soup_2 Get in touch: [email protected] CEO, Founder
Editor's Notes
- #3 Thank you all for coming today for those of you who don’t know me, I’m the CEO of Social Soup We are an influence marketing platform – we launch brands and services in a world where products thrive or die through recommendations and word of mouth Through our active community of over 150,000 people who have a combined each of – over 37 million. Our campaigns deliver incredible authentic and trusted impact for brands as well as delivering live insights A large part of our community are mums and lunch boxes is a big part of their life Before I dive into the research I am going to quickly introduce Gemma Enright
- #8 Thanks Gemma, Gemma will be coming back to judge our lunches and look at how parents rate it. So why are we here today, because lunch boxes really matter
- #9 The school day is a black hole for mums, why a black hole. Because you can’t see in a black hole and that’s how mums feel, the lunch box is a connection point in their day. There is a lot of hope built into the lunch box Mums hope they will eat it, they hope they will be proud of it, they hope it will be fun, they hope they will be loved back but mostly they worry it’s not … Making sure they eat Making sure they learn Making sure they can play
- #10 They hope for the ultimate lunch
- #12 Mums are under pressure to perform and provide, these are some of the themes you will see come out in the research. Mums are juggling a lot. And there is pressure to deliver nutrionally good food
- #18 This doesn’t change mum with working mums who 79% are still the CLO Can we help Dad step up? – a new way of speaking to them that’s different to mums e.g. more humour etc. Do Dads need to step-up
- #19 But it is probably a good thing that Dads don’t do lunch boxes because they are shitola at it.
- #20 We didn’t do a segmentation but there are clearly different drivers to mums and also some of this isn’t about the mum. Different types of love, nurturing The ultimate brand challege
- #22 It’s a CHORE It leads to fights It causes stress And there is pressure to deliver nutrionally good food
- #23 It’s a CHORE It leads to fights It causes stress And there is pressure to deliver nutrionally good food
- #25 Maybe be a little more creative. The lunches become very very repetitive. It's been nearly 2 years with the same thing so I'm trying to be a little different
- #30 Beyond notes and shapes – personalising it to the child: slow eaters, fussy eaters, what they love, what they need at the moment
- #31 Is it about them or is it about the mum in the ‘blackhole of the day’
- #32 Personalise allows Mum’s to add variety even if the product is the same and also demonstrate love/closeness
- #33 It’s a thankless task too often for Mums (a role for Dads here?!)
- #49 Mums are mixing things up in the lunchbox
- #51 I'd love to improve on variety but that can't happen until the kids decide they will eat more than the same thing all the time. They never want to try anything new
- #71 Making it more FUN Healthy food prepared creatively Brands need to consider what ‘role’ they have in a bento, snack style lunch before they get left out
- #73 Mums know food is social cache. Exposing kids to different things/cousines makes them a better person