Friday, May 12, 2017

Studio brief 02 - Product, range and distribution - Target audience research

Who? 

Young people 16-24 (Student demographic) 

Why? 

It's been discussed that young people are the age group who buy the most food spending on average  £60 is spent per week on food with a combination of takeaways, groceries, snacks, eating out at restaurants rather than solely relying on just cooking as their source of food. 

The daily mail released an article on the topic of students and weight gain stating that the average student can gain up to two stone in their first year of study. More than half of students reportedly spend their money mostly on alcohol (drinking three times a week on average) as well as two-thirds of students surveyed describing their diets as being unhealthy. According to this article, six in ten students have a take away three to five times a week and, and only a third ate fruit and veg only once a week or even less than that. 


A survey conducted with 2,000 people (published by the independent) showed that fourteen percent of young people (aged 16-24) admitted that they don't eat any or hardly any fruit or veg. This is a problem that can also be addressed in bringing awareness and excitement to eating healthy foods as well but also saving money.  

There is also the perception of healthy food being more expensive, possibly making it less appealing to a younger audience on a tighter budget than most.


From this research, there it's apparent that there is a lack of information regarding access into easy and cheap alternatives to food, within an outcome, this could be explored in a different of different forms.  Various sources have claimed that this is due to a lack of understanding how to cook food and opting for convenient options such as takeaways, which has been shown to spending on average £19.61 on takeaways compared to other age groups which are significantly lower. 

Considerations

The issue can be resolved by encouraging and providing information to young people and presenting alternative options for buying food which is cheap but still efficient. Learning about food more in depth also provides a healthier option. 





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