Food, Nutrition & Healthful Eating What Do Kids Think? Tami Cline, PHD, RD, SNS Sharon Olson, MBA CIA Healthy Flavors, Healthy Kids May 12, 2011
How Y-Pulse Works Professional Insight National Panel of nearly 1,000 Foodservice Directors representing millions of students nationwide Internet surveys, focus groups and industry roundtables Access to Kids Surveys done in a virtual world Focus groups and roundtables conducted after school and on campus
The Skinny On Kids Y-Pulse Studies with kids and foodservice professionals The Dream Kitchen Survey Marketing Good Nutrition to kids
What Motivates Kids Great taste Fun packaging Just for me the power of choice Quality defined as tastes good and tastes fresh
Kids Frame of Reference Understanding the popular culture and the total social context for kids is critical Kids are marketing savvy and skeptical Kids relationships with food are complex and multi faceted including home, restaurants, retail and schools Although K-12 is one market segment, communicating with younger kids is very different than interacting with high school students
What Kids Like to Eat at School Kids like pizza and chicken More than 50% of students select pizza and chicken at least 1-2 times a week Brands available at school are increasingly QSR brands McDonald s, Pizza Hut, Subway, Taco Bell or foodservice company brands with very similar products
What Has Changed A Little Has Changed in the Last 5 Years Kids still like pizza and chicken More kids say they like veggies There is more interest in global foods
Where Kids Like to Eat 42% prefer sit down restaurants 30% prefer eating at home 6% chose school
What Has Changed Kids Like Waiter Service and Home Cooking Sit down restaurants are still a favorite with kids Home now rivals restaurants as a top favorite place to eat Schools are gaining ground with kids
% of respondents Where Kids Like To Eat Percentages of kids who like or love various food venues 100 90 80 70 88.1 82.1 76.6 70.1 69.0 60 50 46.2 40 30 29.6 20 10 0 Restaurant Chains with Waiter Service Home Local Neighborhood Restaurants with Waiter Service Shopping Mall Food Courts Fast Food Restaurants C-Stores School Cafeteria Venue Kids Love to Eat at Restaurants and at Home
Why Kids Like to Eat at Restaurant Chains with Waiter Service Variety and choices Good service Like to be served It s relaxing Nice to sit down with my family Good food
Kids Enjoy the Restaurant Lifestyle Eating out is a part of a regular lifestyle for kids 48% eat out 1-2 times per week 97% eat out at least 1-2 times month Good food (71%) and healthy food choices (56%) influence restaurant choice Other factors include lots of choices, cheap prices, easy to get to, fun place and familiarity
Grown Up Choices At Restaurants Kids favor adult menus 85% choose from the adult menu Most kids will say a kids menu looks good, but not for them Nick s Steak and Seafood House Menu Nick s Steak and Seafood House Kids Menu
Why Kids Like to Eat At Home Good food Mom is a great cook I know what s in the food Tastes Homemade Family Gathering I like sitting down with my family Healthy choices It is always fresh
Why Kids Don t Like To Eat At School Food quality Not fresh Tastes bad It would be better if you would have my Mom cook there Food is too healthy Food is not healthy enough
Multi Cultural Experience Exposure to ethnic foods 1 out of 3 reported they never ate Chinese or Mexican food 5 years ago As kids grow up they gain more multi-cultural exposure and eat more ethnic foods
Multi Cultural Experience At School The majority of schools (64%) recognize 2-5 languages. 70% 60% 50% 40% 64% How many languages are recognized in your school? 30% 20% 10% 0% 22% 7% 4% 0% 2% 1 (2-5) (6-10) (11-24) (25-99) 100 or more
Multi Cultural Experience Almost half (49%) of schools print menus in 2 languages. 60% 50% 49% In how many languages do you print meal applications? 40% 30% 20% 10% 0% 33% 11% 4% 2% 1 2 (3-5) (6-10) 11 or more
Popularity of Ethnic Foods As students mature, ethnic offerings become even more popular. Foodservice directors surveyed gave ethnic foods top two box popularity scores of 2% among elementary school students, 24% for middle school and 40% for high school students. So popular it s an ongoing cuisine offered 2% 0% 7% High School Middle School Elementary Very popular 2% 22% 33% Popular 36% 44% 42% Slightly Popular 22% 31% 47% Not Popular 2% 0% 9% l l l l l l l l l l l 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Most Students Expect Ethnic Foods In your opinion, who is consuming the ethnic foods in your schools? 70% 60% 58% 50% 40% 30% 31% 20% 10% 9% 2% 0% Only the students who are familiar with a particular ethnic food at home Some students from a variety of backgrounds Almost all students expect to see ethnic foods regardless of ethnic backgrounds Other
Kids Insights The Disconnect to Behavior QSR chains have introduced healthy options Menu boards proclaim nutritional content QSR sales figures contradict healthy choice purchasing behavior $1 menu sales are up
Kids Insights The Disconnect to Behavior Today s kids have had nutrition education They know the right answers and that can color their responses to research Intentions and behavior don t always match
Kids Insights The Disconnect to Behavior When asked what food kids would you like to have in vending machines, younger and older students alike preferred fruit. When asked what they purchased most often, chips and salty snacks were the vending purchases reported most often by students of all ages.
Marketing Nutrition to Kids It s Complicated Kid Relevant Messaging Understand Cool -- Cool looking Don t preach -- Don t make you think it is telling you to eat healthy Not written by adults -- trying too hard Believable real people Sports images -- active and attractive people
Concepts that Don t Connect With Kids
Kids Connect
Marketing Tactics Used In Schools How do you promote food to your students? 40% 38% 35% 30% 31% 27% 27% 25% 20% 22% 18% 15% 13% 10% 9% 5% 4% 0%
Marketing Good Nutrition What is relevant today changes rapidly with kids 1990 There were Five Food Groups, kids were portrayed as cute and commercialism was unwelcome in schools Mid-90 s Big Consumer Brands focused on schools with value beyond the brand Late-90 s Some considered school foodservice as a test market for retail products targeted at kids Since 2001 Wholesome, All American appeal is back in style 2006 Wellness Policies in place merging physical activity and good nutrition Today The world is focused on children s health Looking forward The next generation of chefs is planning to make a difference
What Foods Do Kids Want to Eat? Chicken Burgers Pizza
What Drinks Do Kids Want to Drink? Soda Water Juice Milk
What Snacks Do Kids Want? Chips Fruit
What Do Kids Really Want? Stealth Health Made for Me Convenience Relevance Fun
Insight From the Foodservice Professionals Behavioral economics at work in school Merchandising nudges to more responsible choices at school Competing against the marketplace
Insight From the Foodservice Professionals Return to Cooking Fresh cooking on-site returns Retro-vation creating dream kitchens Ergonomic equipment for today s workforce
Insight From the Foodservice Professionals Where Idealism Meets Reality Local frozen Community Supported Agriculture (CSA)
Insight From the Foodservice Professionals Respectful Listening Kids have strong opinions Collaboration is key Taste panels empower
Insight From the Foodservice Professionals Lunch as a learning lab Salad Bars that include all components for a reimbursable meal are a New Paradigm for school lunch Kids are exposed to new items Kids influence one another
Insight From the Foodservice Professionals Chefs in School 5 years ago, chefs had great ideas and lots of advice for schools Today chefs are moving into schools and understanding how to deliver on the promise of fresh, healthful delicious meals kids will love
The Chef s Perspective New Survey of CIA Graduates working in school foodservice share their challenges 92% want basic training in school nutrition requirements 85% want basic training in school financial restrictions 85% want basic training in menu limitations and requirements Universal agreement that parents/guardians have to be part of the solution
The Chef s Perspective New Survey of CIA Graduates working in school foodservice share why they do it For The Kids To Make A Difference Because I Love It It Simply Has To Be Done If we don t start now, when?
The Gen Y Chef s Perspective Shared Their Culinary "Dream Projects" Guided By Nature Good To Go Fine Dining Flavor at A Reasonable Cost
No one wants a healthy garbage can
Steps to Success Have realistic expectations Get the facts -Nutrition standards and regulations -Financial constraints -Compressed meal period times Engage the foodservice director first!
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