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Weekday play a challenge for Kiwi parents

MEDIA RELEASE
29 November

Weekday play a challenge for Kiwi parents


Nearly two thirds of Kiwi parents admit to spending less than five hours during the week playing with their children according to the Anchor Calci Yum Play survey.

The survey, conducted by Colmar Brunton, provides insights into how Kiwi families play together and parents’ attitudes towards nutrition and health.

The play time statistics for weekdays are undoubtedly affected by the busy lifestyles Kiwi parents lead, juggling work, preparing meals, supervising homework, battling traffic and getting the kids to bed at a reasonable hour.

The survey found 83 per cent of Kiwi dads would like to spend more time at play with their children, though this figure was less for mums but still strong at 71 per cent.

Weekends on the other hand provide the perfect opportunity for parents to spend time with their children. More than 50 per cent of the parents surveyed said they dedicate more than four hours playing with their children each weekend watching TV and DVDs, taking part in outdoor activities, cooking, playing board games and reading.

“Not surprisingly Auckland families choose the beach as one of their favourite locations for family leisure time (60 per cent) compared to 38 per cent nationally” says Andrew Smith, Marketing Director of Anchor Calci Yum.

It’s no surprise that Wellington’s strong cultural heritage sees almost two thirds of its children spending time playing music or instruments, compared to 51 per cent around the country.

Provincial South Island* parents were the strongest believers in family time being key to a balanced lifestyle for their children with 90 per cent of parents selecting this option versus three quarters of parents nationally.

Kiwi kids, when playing without their parents, can be found watching TV and DVDs, playing in the back yard and taking part in other outdoor activities, reading, using the internet and playing computer games.

“Growing strong and healthy Kiwi kids is dependant on an active lifestyle, eating a balanced diet with healthy nutritious snacks and a good dose of fun,” says Mr Smith.

Cooking is a popular way for parents to share leisure time with their kids for more than 60 per cent of those surveyed and provides an opportunity for parents to encourage an interest in healthy nutrition. This time is more important when considering the survey revealed two out of three parents agree it is a challenge to offer a healthy diet for their family.

More than half of all parents surveyed say they make a conscious effort to ensure their children have enough calcium in their diets.

“Calcium is a crucial nutrient that, along with weight bearing activity, helps build strong bones that allow our kids to play,” adds Mr Smith.

Most mums and dads understand the need for their kids to have balanced nutritious diet with 93 per cent agreeing a packed lunch is best, and 64 per cent citing breakfast as being very important to a healthy lifestyle. More than half of the parents surveyed look for independent endorsements when shopping for food for their children.

Let’s Just Play is a worldwide Nickelodeon initiative, supported in New Zealand by Anchor Calci Yum. On Sunday December 2nd Nickelodeon will switch off programming for two hours and kids around the country will be encouraged to head outdoors and play.

ENDS

About the survey
Colmar Brunton conducted Anchor Calci Yum Let’s Just Play survey in October 2007 from a sample of 257 parents from around New Zealand.

*Provincial = parents from South Island areas excluding Christchurch and Dunedin

About Let’s Just Play
Let’s Just Play is a worldwide Nickelodeon initiative, supported in New Zealand by partner Anchor Calci Yum. On Sunday 2nd December 2007 Nickelodeon will switch off its programming for two hours and invite Auckland kids to join the Let’s Just Play celebration that same day at the Windsor Reserve in Devonport from 11am-3pm, while kids around the country will be encouraged to head outdoors and play.

Throughout October and November a series of vignettes (short programmes) have also screened following the progress of two North Shore kids who have taken up the challenge to get healthier. Information about the Let’s Just Play initiative is also available on the Nick NZ website www.nicknz.co.nz

About Anchor Calci Yum
Anchor Calci Yum is a part of the Fonterra Brands consumer portfolio. It is New Zealand's number one Dairy Food brand and provides a vital source of essential nutrients calcium, protein, carbohydrates and Vitamin A &D, which helps kids achieve their recommended dietary intakes. It contains no artificial colours or flavours and carries the National Heart Foundations tick of approval. By focusing our energy on continuing to have a deep understanding of consumers and world wide consumer trends and using this insight to develop new innovative and healthy dairy products, we will keep Anchor Calci Yum as the first choice for New Zealand consumers.

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