Good Business Sense 1 l 1,000 + interviews – 38 different questions l 5 Customer Focus Groups - Parents l 5 Customer Focus Groups - Children l Interviewees from different areas & 4 States

Good Business Sense 2 WAVES W ritten A udio V isual E motional S ensory

Good Business Sense 3 TEAM T Parents are open for discussion, but still in control E Parents agree with children most of the time A Parents have authority and power M Children get what they want if persistent enough

Good Business Sense 4 Findings $$$$

5 l $140 per week –Up 6.5% on last year l Earning or pocket money (80%) - Spending 70% on food

Good Business Sense 6 Parents Down – 25% High Schoolers Up - 31% Health food Knowledge Static

Good Business Sense 7 GBS Study Findings Who’s Involved in Decisions?

Good Business Sense 8 Buying weekly groceries 84% l Mothers are by far the most involved in Cooking main meals during weekdays and weekends 88% & 75% Packing the school lunches 75% Buying fast food 42% Choosing where to eat out 45% Buying snack food 68% Buying health food 87%

Good Business Sense 9 l Fathers are most involved in Cooking on weekends 21% Choosing where to eat out 38% Buying fast food 41%

Good Business Sense 10 Children Have Their Say School Lunches 41% Health Food 36% High Schoolers: Fast Food - 40% Primary: Breakfast Food - 34%

Good Business Sense 11 l Sweet or savouty doesn’t matter Value for money - 35% Health - 27% Product not messy - 14% Keeps them going - 14%

Good Business Sense 12 l Main choices for children Fruit - 34% Ice cream/ice block - 23% Bread/toast - 17%

Good Business Sense 13 l Weekly Shopping Bill $140 l Snacks $35 l About $4 per category

Good Business Sense 14 The Snackers Order Of Preference  ice cream/ice blocks  salty snacks (eg chips)  cakes/muffins  muesli bars  sweet biscuits  savoury biscuits Kids spend $10.27 per week

Good Business Sense 15 l Hungry Customers - 1/3 kids skip breakfast l Convenience a Factor in 25% sales l What Sells :  quick/easy to prepare  snack- sized  sharable  fun - play, identity  variable  healthy: able to substitute breakfast

Good Business Sense 16 Snacking - Adults l Frequency

Good Business Sense 17 Snacking l Reasons could be more prominent

Good Business Sense 18 Type of snacks l Most popular l Never would Fruits - 62% Cereal - 24% Cheese - 22% Bread/toast - 19% Flavoured Salmon - 86% Sardines - 81% Flavoured Tuna - 75%

Good Business Sense 19 Conclusions - Snacking l Majority of adults snack twice a day (42%) l Most popular snack is fruit (62%) l Canned fish is rarely eaten as a snack l Fortification means healthier snacks

Good Business Sense 20 Packaging l Influence over purchase l Features that attract respondents Colour - 35% Nutritional label - 31% Easy to read - 26% Design - 23% First time purchase - 61% Never influences purchase - 33% Always influences purchase - 6%

Good Business Sense 21 l Parents influenced by: –in-store promos/display (50%) –special offers (44%) l Parents never influenced by: –money back/cash-back offers (29%) l Kids influenced by: –give-aways(36%) –money back/cash-back offers (30%)

Good Business Sense 22 l Sell to TEAM – Asses product for personality differences and multi- sensory perceptions l Pair promo for kids with incentive for Mum l Fliers/recipies beat PR l Educate: kids re breakfast value, parents re snacking habits l Greatest influence of all Family and Friends (24- 53%)

Good Business Sense 23 Eating out - Research  Choosing where to eat out Mother - 45% Father - 38% Children - 11%

Good Business Sense 24 Research l Main factors involved in influencing  Purchasing habits  Choice of food Value for money - 57% Quality - 50% Taste & flavour - 46% Family - 29% TV advertising - 16%

Good Business Sense 25 Main reasons for not purchasing pre-packaged foods l Prefer own home-cooked meal 40-60% l Freshness l Taste

Good Business Sense 26 Opportunities for pre-packaged meals l Added Natural Ingredients = More Sales l Main Locations For Purchase Are Supermarkets - 43% Shopping Centre Food Court - 26%

Good Business Sense 27 Research  Reasons for not purchasing  30% would buy chilled ready meals if modified Prefer home-cooked meals % Price - 16% Taste - 16% Freshness - 15% Weekly - 20% Monthly - 27%

Good Business Sense 28 Opportunities for pre-packaged food (cont.) l Sell to females 77% l Preach to males 18% l Make them look fresh especially salads l Package deals by coupling l Create an entire balanced meal for consumers

Good Business Sense 29 Conclusions COMMUNICATECOMMUNICATE Meals ADDRESSADDRESS Convenience Saves Time Easy Price Taste Freshness

Good Business Sense 30 Level and Importance of Nutrition l Level of Nutrition l Importance l Is nutrition very important? Medium - 58% of respondents High - 38% of respondents Very Important - 74% Somewhat Important - 23% Females - 78% Males - 64%

Good Business Sense 31 Conclusions - Level and Importance of Nutrition l Beneficial to emphasise nutritional benefits of foods to both males and females. l Opportunity to market benefits of nutritious foods to men l Food manufacturers and retailers can enhance food product appeal by offering consumers nutritional products

Good Business Sense 32 Conclusions - Level and Importance of Nutrition (con’t) l Nutrition is not the only factor affecting preference, purchase and consumption. Only 34% consider level of nutrition to be high even though nutrition is considered very important (74%). l Further studies can be conducted into the relationship between importance and level of nutrition

Good Business Sense 33 Turning Attitude into Action l Research shows consumers consider nutrition to be very important, but few regard themselves as having a high level of nutrition in their diet

Good Business Sense 34 Action l Our ongoing studies seek to understand the attitude behaviour gap l Greater understanding will lead to more effective marketing strategies for food products

Good Business Sense 35 Main Reasons for Pre-packaged Food Purchase l Convenience range between 12% and 60% l Saves time %

Good Business Sense 36 Research Findings “The Eating Habits of Families in Australia and Influence of Children” l Main person involved in:  Cooking  Purchasing fast food Mother - 75% Mother - 42% Father - 41% Children - 13%

Good Business Sense 37 Conclusions l HMR market can draw from home cooking, take- away and eating out markets l Products should be targeted at males and females as a large proportion of both are involved in purchase decisions for food l Messages should focus on value for money, quality and taste l Market to different families through different mediums

Good Business Sense 38 Research Findings “Eating Patterns and Nutrition Values in Australia”  59% of respondents sometimes purchase frozen foods  Reasons for purchasing pre-packaged foods and meals –Convenience ( %) –Saves time (9 - 37%) –Easy to cook (11-27%)

Good Business Sense 39 Research  Person in family most likely to purchase pre-packaged meals: Male adult - 18%Female adult - 77%