Children’s drinks ‐ what children really think

Abstract

This paper discusses the findings of a market research programme carried out by SMRC ChildWise on behalf of Tetra Pak UK Ltd, examining use of and attitudes to soft drinks among children and mothers. This is a product field of increasing interest to children as they grow, and their appreciation develops from being totally product‐focused, to include packaging and then brand considerations. The research examined behaviour across the key drinking occasions that make up the child’s day, looking in detail at drinks consumed at school. It is at school that a child’s freedom of choice develops, and awareness of peer group influences becomes increasingly important. Children are highly receptive to new brands and flavours, but also demand professional packaging and promotional input for brands to be credible. Younger children appreciate having their own individual carton with a straw but, for older boys, a can is preferred, whilst girls like the practicalities of resealable bottles.