Evolution Insights split this project into two sections and we questioned two sets of respondents: Adult Section – Primary Shoppers who work full time, and take food/drink items to work (556 = sample size) In this section we look at who takes lunch to work, when and what they take. We look at any extra items that they ‘top-up’ their lunch with, what and where from. We also identify who buys the items, who prepares the lunch and when. We ask the shoppers what was the main reasons for choosing the items for the lunchbox. We also look at changes to lunchtime habits. Children Section – Primary Shoppers who have children under 16, and regularly give them a packed lunch for school (492 = sample size) In this section we look at who buys the items for the lunchbox, who prepares the lunch and when. We look at who chooses the items for the lunchbox and the variety of lunches provided for children. We also identify the main reasons for choosing the items for the lunchbox. We look at the restrictions imposed by schools and pressure parents feel to provide certain lunches and why are lunchboxes chosen over school dinners?

1. SAMPLE EXTRACT
Lunchbox Habits: Adults &
Children
2013
Evolution Insights Ltd
Prospect House
32 Sovereign Street
Leeds
LS1 4BJ
Tel: 0113 389 1038
http://www.evolution-insights.com

2. • Evolution offer a range of products & services for
clients in the field of shopper research:-
• Off-the-shelf research
– Evolution’s off the shelf research
publications deliver affordable insight
into shopper motivation and
behaviours in UK food, drink and
grocery
• Insight Plus
– Insight Plus offers your business the
opportunity to engage in any of our
regular shopper research projects in
advance of publication, tailoring the
scope to suit your needs
• Bespoke Consulting
– As publishers of research, we are able
to draw upon a wealth of existing
proprietary data for consulting projects
– helping to better inform and shape
any further research requirements.
Evolution is a leading research consultancy specialising in shopper motivation and behaviour. We deliver off-the-shelf, tailored and bespoke
research for manufacturers, retailers and agencies.
Further information is available at our
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offering analysis and commentary on
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About Evolution Insights
As a leading publisher of
shopper research, we are
ideally placed to offer your
business actionable shopper
insight.
Our research and analysis helps
clients develop targeted shopper
marketing initiatives designed to
influence shoppers at the point of
purchase.
We use a range of research
methodologies to discover genuine
insights. Our research incorporates
a broad spectrum of robust
qualitative and quantitative
research techniques.
SAMPLE EXTRACT

3. Contents
SAMPLE EXTRACT
Executive Summary 5
Introduction 7
The Adult’s Lunchbox 9
Introduction 10
Saving Money 11
What to Pack 12
The Changing Sandwich 13
Lunchtime Habits 14
Changes Throughout the Week 18
What is in the Lunchbox 19
When is Lunch Eaten 21
Who Buys Items for the Lunchbox 22
Who Prepares the Lunchbox 23
When is the Lunchbox Prepared 24
How Shoppers Choose Their Lunchbox Items 25
Where Shoppers Eat Their Lunch 31
Changing Habits 32
What is Bought Throughout the Day 35
Where Shoppers Buy Extra Items 37
Summary 38
The Child's Lunchbox 39
Introduction 40
Nutritional Needs 42
Packed Lunch Vs. School Lunch 43
Lunchbox Products 45
Recent Changes 46
Who Takes a Lunchbox 47
Age of Children Taking a Lunchbox 50
Who Chooses What Goes in the Lunchbox 51
Who Buys the Lunchbox Items 52
Who Prepares the Lunchbox 53
When is the Lunchbox Prepared 55
How Much does the Lunchbox Change 56
How Lunchbox Items are Chosen 57
Parental Pressure 66
School Restrictions 68
Lunchbox Items 70
Lunchbox Vs. School Dinner 72
Parents Opinions 73
Summary 75
Methodology 76

4. Respondents
In this report we questioned two sets of respondents:
Adult section:
Primary shoppers who work full time, and take food/drink items
to work (556 = sample size)
Children section:
Primary shoppers who have children under 16, and regularly give
them a packed lunch for school (492 = sample size)
The report will be split into two sections based on the above
respondents.
SAMPLE EXTRACT

5. 68% of shoppers (who work) take some items to work with them for lunch. Furthermore, 40% take all of their lunch items
from home.
Adult Lunchbox – Lunchtime Habits
SAMPLE EXTRACT
40
28
14
11
7
I take items from
home
I take items from
homeand sometimes
go out and buy extra
items
I go out and buy
items during the day
I don`t eat lunch Other
What shoppers do for lunch while they are at work: ‘Other’ Inc.:
• Go home for lunch
• Go to a friends house
• Get a free lunch from work
• Don’t work past lunchtime
%

6. 0
5
10
15
20
25
30
35
40
45
I take items from home I take items from homeand sometimes
go out and buy extra items
City Centre
Town Centre
Out of town
From home
Retail park
Other
Note here that out of town workers take up the largest portion of shoppers who take lunch to work – likely due to a lack
of choice and access to shops nearby their place of work. Those in a town centre are the most likely to top up their lunch.
Adult Lunchbox – Lunchtime Habits
SAMPLE EXTRACT
%
The relation between what a shopper does for lunch, and their place of work:

7. 8-10am 5%
The majority of shoppers (69%) eat their lunch between midday and 2pm which falls within the traditional lunch period.
It is interesting to see that 6% eat lunch before 10am.
Adult Lunchbox – When is Lunch Eaten
SAMPLE EXTRACT
12
3
6
9
12-2pm 69%
2-4pm 6%
4-6pm 1%
10am-12pm 12%
Before 8am 1%
7% graze
throughout
the day
Time of day shoppers typically eat the items they have brought from home:

8. A whopping 57% of workers eat their lunch at their desks/workspace. Contributing to this could be a lack of time to take
a proper lunch break, or the company not having a designated eating space.
Adult Lunchbox – Where Shoppers Eat Their Lunch
SAMPLE EXTRACT
Where do you
eat your lunch?
57% eat at their
desk/workspace
33% eat in their
workplace/canteen
9% eat outside of work
2% eat elsewhere (Inc.
in a vehicle and at home)

9. From the start of the academic year 2008, schools were required by law to meet new food-standard regulations. Since
then, it is believed that both school provided lunches and packed lunches have increased in their healthiness.
Children’s Lunchbox - Packed Lunch Vs. School Lunch
SAMPLE EXTRACT
Pupils who consumed
packed lunches ate
significantly more fat,
saturated fat, non-milk
extrinsic sugars, sodium,
calcium, iron and vitamin C
and less protein, vitamin A,
fibre and zinc than pupils
who ate school lunches.
Children should therefore be
encouraged to have school
lunches instead of taking
packed lunches.
School lunch
Vs.
Packed lunch
Compared with pupils eating
packed lunches, a greater
proportion of pupils having school
lunches chose water, salad and
vegetables, and fewer pupils
chose non-permitted drinks,
confectionery, meat products
and dairy items. Conversely,
packed lunches contained more
fruit, fruit juice and dairy items
(such as cheese, yogurt and
fromage frais).
Over 90% of pupils having a
school lunch ate food or drink
containing vegetables or fruit
(including fruit juice) compared
with only 58% of pupils bringing
packed lunches.
Pupils having school lunches
ate 1.6 portions of fruit and
vegetables, whereas pupils
brining packed lunches ate
only 1 portion.
Findings from the Primary School Food Survey 2009 - Comparing school and packed lunches:
Source: Primary School Food Survey 2009

10. In just under ¾ of cases, the shopper makes up the lunchbox themselves, but in 7% of cases, the child is involved in the
process of preparing their own lunchbox.
Children's Lunchbox – Who Prepares the Lunchbox
SAMPLE EXTRACT
72% - Primary
shopper
19% -
Partner
2% -
Child
5% -
Child helps
shopper/shoppers
partner
2% - Other
Who prepares the child's lunchbox:

11. We asked respondents what factors influence their choosing an item for their child’s lunchbox. We can also see
specifically what shoppers mean when they say they choose an item based on ‘a treat’.
Children's Lunchbox – How Lunchbox Items are Chosen
SAMPLE EXTRACT
23% - Treat
I always give
them a treat
Its only a little
it wont hurt
They need
something
sweet
I think treats are
part of a balanced
diet also
Shoppers reasons for choosing items for their child's lunchbox:
(Inc. shopper definitions of what the concept means to them)

12. Methodology
12SAMPLE EXTRACT

13. Secondary and
desk research
Preliminary
quantitative survey
Focus Groups
Main quantitative
survey
Insights
• Evolution carried out a preliminary survey of
around 100 shoppers to test questions for the
main survey.
• Detailed secondary and desk research is
conducted to define the topic area, macro drivers
and trends, scope and examples within the
research topic.
• Initial insights gained are used to help further
design the main survey.
• A main survey is completed by at least 1,000 UK
adults who are the primary household shopper for
food & grocery.
• Comprehensive and detailed assessment of all the
data received was then used to uncover insights.
• Throughout this process, primary research was
supported by secondary research drawing on
Evolution’s proprietary databases, national
statistics, news and industry resources.
Methodology
SAMPLE EXTRACT
Evolution’s methodology

14. Methodology - Quantitative Research
SAMPLE EXTRACT
(Similar themes for adults and children across questions)
Reasons for taking lunch rather than buying/having school lunches
Reasons for choice of items in lunchbox
When lunchboxes are chosen, bought and prepared
Buying supplementary items (what are where from)
Lunchtime Habits (Inc. items taken and frequency/days of the week)
Demographic profiling
Topics of questions in quantitative survey
• Detailed shopper insights were
gained from a survey of 1,021
primary shoppers. The samples
were fully representative of the UK
population.
• The survey contained 29 questions
relating to topics outlined to the
left – in addition to standard
demographic profiling questions
• The questions were designed to
give maximum insight into
shopper’s motivation and
behaviour
• The survey was carried out during
the week commencing 1st April
2013

15. This presentation is a Sample
Extract.
For Details on the full report please
contact dale.henry@evolution-
insights.com
Evolution Insights Ltd
Prospect House
32 Sovereign Street
Leeds
LS1 4BJ
Tel: 0113 389 1038
http://www.evolution-insights.com
Evolution Insights: Shopper Insight Series
SAMPLE EXTRACT

16. Contact us
Evolution Insights Ltd
Prospect House
32 Sovereign Street
Leeds
LS1 4BJ
Telephone: 0113 336 6000
e-mail: info@evolution-insights.com
Web: http://www.evolution-insights.com
Company No. 07006001
Country of Incorporation: United Kingdom
SAMPLE EXTRACT