The end of pester power?

- Published: 31 October, 2006

Real food is back on the menu as caring mums ignore "pester power" and take control of what their children eat.

Real food is back on the menu as caring mums ignore "pester power" and take control of what their children eat, according to the Meat and Livestock Commission.

Research by MLC shows that the use of convenience foods and ready meals are in decline while more meals are being cooked "from scratch" with fresh ingredients.

Major findings of the 'Green Shoots' report include:

? Health is increasingly driving choice

? More people are cooking "from scratch" and spending more time doing it

? Mums are deciding what their children will eat

? "pester power" is on the wane and kids are actually enjoying "proper food"

? Families are eating at the table more and in front of the TV less.

Families are eating at the table more and in front of the TV less.

The report also shows quality is paramount and that in home eating has become "the new eating out". Overall, 'Green Shoots' shows there are real opportunities for producers to respond to these trends and to the desire for quality and premium products.

Copies of 'Green Shoots' can be obtained by calling 01908 844247 or emailing insight@mlc.org.uk. Copies cost £295.