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© WorldpanelTM division of TNS 2009
Edward GarnerCommunications Director Worldpanel – UK
Middle-Years Consumers Staverton Park – July 2009
© WorldpanelTM division of TNS 2009
Agenda
What are we like?
How we shop
What we buy
How we eat
Nutrition – Health v Hedonism
Impact of the Recession
© WorldpanelTM division of TNS 2009
Agenda
What are we like?
How we shop
What we buy
How we eat
Nutrition – Health v Hedonism
Impact of the Recession
© WorldpanelTM division of TNS 2009
Agenda
What are we like?
How we shop
What we buy
How we eat
Nutrition – Health v Hedonism
Impact of the Recession
© WorldpanelTM division of TNS 2009
Standard Definitions
BMI = Weight / (Height) 2 = Kg / m 2
BMI <18.5 Underweight
BMI 18.5-24.9 Healthy
BMI 25-29.9 Overweight
BMI ≥30 Obese
© WorldpanelTM division of TNS 2009
Underweight Demographic SignaturesBMI (Housewife)Spend Profile % within Demographic Group - 52 w/e Jun 14 2009
0
0.5
1
1.5
2
2.5
3
Class AB Class C1 Class C2 Class D Class E
Social Class
012345678
Age under28
Age 28-34 Age 35-44 Age 45-64 Age 65+
Housewife Age
0
0.5
1
1.5
2
2.5
3
1 in HH 2 in HH 3 in HH 4 in HH 5+ in HH
Household Size
0
0.5
1
1.5
2
2.5
3
3.5
No Children 1 Child HH 2 Child HH 3+ Child HH
No. of Children
© WorldpanelTM division of TNS 2009
Healthy Demographic SignaturesBMI (Housewife)Spend Profile % within Demographic Group - 52 w/e Jun 14 2009
0
10
20
30
40
50
Class AB Class C1 Class C2 Class D Class E
Social Class
0
10
20
30
40
50
60
Age under28
Age 28-34 Age 35-44 Age 45-64 Age 65+
Housewife Age
0
10
20
30
40
50
1 in HH 2 in HH 3 in HH 4 in HH 5+ in HH
Household Size
0
10
20
30
40
50
No Children 1 Child HH 2 Child HH 3+ Child HH
No. of Children
© WorldpanelTM division of TNS 2009
Overweight Demographic SignaturesBMI (Housewife)Spend Profile % within Demographic Group - 52 w/e Jun 14 2009
05
10152025303540
Class AB Class C1 Class C2 Class D Class E
Social Class
0
10
20
30
40
50
Age under28
Age 28-34 Age 35-44 Age 45-64 Age 65+
Housewife Age
05
1015
2025
3035
40
1 in HH 2 in HH 3 in HH 4 in HH 5+ in HH
Household Size
05
10152025303540
No Children 1 Child HH 2 Child HH 3+ Child HH
No. of Children
© WorldpanelTM division of TNS 2009
Obese Demographic SignaturesBMI (Housewife)Spend Profile % within Demographic Group - 52 w/e Jun 14 2009
05
10152025303540
Class AB Class C1 Class C2 Class D Class E
Social Class
0
5
10
15
20
25
30
35
Age under28
Age 28-34 Age 35-44 Age 45-64 Age 65+
Housewife Age
0
5
10
15
20
25
30
1 in HH 2 in HH 3 in HH 4 in HH 5+ in HH
Household Size
0
5
10
15
20
25
30
No Children 1 Child HH 2 Child HH 3+ Child HH
No. of Children
© WorldpanelTM division of TNS 2009
People Regularly Smoke In My House 133I Believe In A Holistic Approach To Medical Treatment 115I Tend To Give My Children What They Want For Their Meals 114I Often Visit A Supermarket On The Way Home 112I'm Often On A Diet To Lose Weight 112I Buy Clothes For Comfort Not Style 112My Pet Is Very Choosy About What It Eats 110I Prefer Traditional Pubs To Trendy Bars 110I Regard Myself As A Connoisseur Of Food And Wine 110Divorce Is An Acceptable Part Of Life These Days 110I Often Look At The 'Price Per Kilo / Litre' And Not Just The Pack Price 108I Would Actively Avoid Genetically Modified Foods 108When Shopping, I Make Sure I Spend As Little Time As Possible In The Store 108I Find It Hard To Spend All The Money That I Earn 108I Enjoy Eating Foreign Food 107The Internet Has Been A Positive Innovation For Society 107I Should Do A Lot More About My Health 107I Am Actively Trying To Manage My Cholesterol Level 107Other Members Of My Household Often Influence Brands And Products That I Buy 106I Don't Tend To Compromise On Quality If I Can't Find What I Want 105
Lifestyle Indices - Age 45-64
Indexed on All Households 52 w/e Jun 14 2009
© WorldpanelTM division of TNS 2009
Lifestyle Indices - Age 65+
Indexed on All Households 52 w/e Jun 14 2009
I Am Actively Trying To Manage My Blood Pressure 210I Am Actively Trying To Manage My Cholesterol Level 194I Think Health Foods Are Only Bought By Fanatics 167I Stick With A Brand I Usually Buy Than Try Something I Am Not Very Sure Of 161I Like Talking To People When Shopping To Make It A More Sociable Experience 161I Make A Shopping List Before I Go Out And Stick To It 152I Always Pay My Credit Card Bills In Full 150Country Of Origin Is Important To Me When Choosing Groceries 148I Buy British Whenever I Can 147I Try To Buy Local Produce Whenever I Can 147The BBC Is An Institution That I Can Rely On 147I Try To Support Regional Food Producers 146It Is Important To Me Which Brand I Buy 143I Try To Avoid Products Containing Caffeine 142I Restrict How Much Sugary Food I Eat 141I Am Very Happy To Do Most Of My Shopping At Smaller Convenience Stores 141I Never Go Out Without Putting On My Makeup 141I Do Not Approve Of Gambling 140I Am A Level-Headed Shopper - Led By My Head More Than My Heart 139I Prefer To Buy Low Salt Products If They're Available 138
© WorldpanelTM division of TNS 2009
Agenda
What are we like?
How we shop
What we buy
How we eat
Nutrition – Health v Hedonism
Impact of the Recession
© WorldpanelTM division of TNS 2009
Annual Shopping ExpenditureTill Roll Grocery Expenditure per Household
2000
2500
3000
3500
4000
4500
Class AB Class C1 Class C2 Class D Class E
52 w/e 20 May 07 52 w/e 18 May 08 52 w/e 17 May 09
Social Class
2000
2500
3000
3500
4000
4500
Age under 28 Age 28-34 Age 35-44 Age 45-64 Age 65+
52 w/e 20 May 07 52 w/e 18 May 08 52 w/e 17 May 09
Hwife Age
2000
2500
3000
3500
4000
4500
1 in HH 2 in HH 3 in HH 4 in HH 5+ in HH52 w/e 20 May 07 52 w/e 18 May 08 52 w/e 17 May 09
Household Size
2000
2500
3000
3500
4000
4500
No Children 1 Child HH 2 Child HH 3+ Child HH
52 w/e 20 May 07 52 w/e 18 May 08 52 w/e 17 May 09
Child Presence
© WorldpanelTM division of TNS 2009
Annual Shopping FrequencyTill Roll Visits per Household within Demographic Group
120
140
160
180
200
220
240
260
Class AB Class C1 Class C2 Class D Class E
52 w/e 20 May 07 52 w/e 18 May 08 52 w/e 17 May 09
Social Class
120
140
160
180
200
220
240
260
Age under 28 Age 28-34 Age 35-44 Age 45-64 Age 65+
52 w/e 20 May 07 52 w/e 18 May 08 52 w/e 17 May 09
Hwife Age
120
140
160
180
200
220
240
260
1 in HH 2 in HH 3 in HH 4 in HH 5+ in HH52 w/e 20 May 07 52 w/e 18 May 08 52 w/e 17 May 09
Household Size
120140160180200220240260
No Children 1 Child HH 2 Child HH 3+ Child HH
52 w/e 20 May 07 52 w/e 18 May 08 52 w/e 17 May 09
Child Presence
© WorldpanelTM division of TNS 2009
Shopping Basket SizeTill Roll Grocery Expenditure per Household per Visit
5
10
15
20
25
Class AB Class C1 Class C2 Class D Class E
52 w/e 20 May 07 52 w/e 18 May 08 52 w/e 17 May 09
Social Class
5
10
15
20
25
Age under 28 Age 28-34 Age 35-44 Age 45-64 Age 65+
52 w/e 20 May 07 52 w/e 18 May 08 52 w/e 17 May 09
Hwife Age
5
10
15
20
25
1 in HH 2 in HH 3 in HH 4 in HH 5+ in HH52 w/e 20 May 07 52 w/e 18 May 08 52 w/e 17 May 09
Household Size
5
10
15
20
25
No Children 1 Child HH 2 Child HH 3+ Child HH
52 w/e 20 May 07 52 w/e 18 May 08 52 w/e 17 May 09
Child Presence
© WorldpanelTM division of TNS 2009
Till Roll Demographics Ranked on Age of Housewife - 4 w/e May 17 2009
11 9 8 8 6 7 7 8 6 5 4 5 4 5 3
14 14 12 12 11 9 10 98 7 6 6 7 7
5
25 2524 23
22 23 20 1917 18 19 16 16 15
15
3735
36 3738 43
38 4241
37 41 39 43 4639
13 17 20 20 23 1924 22
2834 30 34 30 28
38
Asd
a
Te
sco
Icel
an
d
To
t Gro
cers
Sa
insb
ury
Fa
rm F
ood
s
Mo
rris
ons
Net
to
To
tal C
o-o
p
Wa
itro
se
Ald
i
Lid
l
So
me
rfie
ld
To
t In
de
pts
M &
S
Sp
en
d P
rofi
le %
Hwife Aged under 28 Hwife Aged 28-34 Hwife Aged 35-44
Hwife aged 45-64 Hwife Aged 65+
© WorldpanelTM division of TNS 2009
Grocery Outlet Indices by Age
Age under 28 Age 28-34 Age 35-44 Age 45-64 Age 65+Tot Indepts 79 60 70 117 126Netto 87 69 96 112 103Somerfield 61 61 75 111 136Aldi 59 65 82 109 131Co-operative 74 62 76 109 134Farm Foods 89 83 102 107 98Lidl 51 59 71 104 155Morrisons 96 90 94 102 108M & S 42 48 70 101 170Sainsbury 83 100 96 101 107Iceland 99 102 98 100 101Asda 140 123 117 98 64Waitrose 47 62 78 96 162Tesco 114 119 112 94 85
52 w/e Jun 14 2009
© WorldpanelTM division of TNS 2009
Agenda
What are we like?
How we shop
What we buy
How we eat
Nutrition – Health v Hedonism
Impact of the Recession
© WorldpanelTM division of TNS 2009
Purchasing Indices of Age 45-64 - 52 w/e June 14 2009
0
20
40
60
80
100
120
140
160
Smok
ing C
essa
tion
Cold T
reat
ments
Cider
Wine
Nuts
Froze
n Fla
vour
ed M
eats
Non A
lcoho
lic B
eer
Pot P
ourri
+Scente
d Can
dles+
Oil
Ambie
nt Chr
istm
as P
uddin
g
Mine
ral W
ater
Inco
ntine
nce P
rodu
cts
Cat L
itter
Laxa
tives
Total T
ooth
brus
hes
Oral A
nalge
sics
Crack
ers &
Cris
pbre
ads
Bath
Additiv
es
Razor
Blad
es
Fruit F
illing
Furnit
ure
Polish
Ambn
t Sala
d Acc
ompa
nimet
Herbs
+Spices
Total M
ilk
Lmsc
le Rm
vrs/W
ater
Sof
tene
r
Fabs
Vinega
r
Food
Drinks
Packe
t Sou
p
Prese
rves
Ambie
nt One
Sho
t Drin
ks
Savou
ry Sna
cks
Canne
d Pas
ta P
rodu
cts
© WorldpanelTM division of TNS 2009
Fruit
9197
88 90
131
Age under 28 Age 28-34 Age 35-44 Age 45-64 Age 65+
Purchasing Indices by Age of Head of Household - 52 w/e Jun 14 2009
© WorldpanelTM division of TNS 2009
Vegetables
93 9389
98
118
Age under 28 Age 28-34 Age 35-44 Age 45-64 Age 65+
Purchasing Indices by Age of Head of Household - 52 w/e Jun 14 2009
© WorldpanelTM division of TNS 2009
Alcohol
74 78
91
115
101
Age under 28 Age 28-34 Age 35-44 Age 45-64 Age 65+
Purchasing Indices by Age of Head of Household - 52 w/e Jun 14 2009
© WorldpanelTM division of TNS 2009
Smoking Cessation
62
81 81
142
67
Age under 28 Age 28-34 Age 35-44 Age 45-64 Age 65+
Purchasing Indices by Age of Head of Household - 52 w/e Jun 14 2009
© WorldpanelTM division of TNS 2009
Hair Colourants
7480
100
134
61
Age under 28 Age 28-34 Age 35-44 Age 45-64 Age 65+
Purchasing Indices by Age of Head of Household - 52 w/e Jun 14 2009
© WorldpanelTM division of TNS 2009
Mens Hairsprays
30
3
19
129
188
Age under 28 Age 28-34 Age 35-44 Age 45-64 Age 65+
Purchasing Indices by Age of Head of Household - 52 w/e Jun 14 2009
© WorldpanelTM division of TNS 2009
Pet Care
8579
91
114
98
Age under 28 Age 28-34 Age 35-44 Age 45-64 Age 65+
Purchasing Indices by Age of Head of Household - 52 w/e Jun 14 2009
© WorldpanelTM division of TNS 2009
Hot Beverages
71 7383
107
124
Age under 28 Age 28-34 Age 35-44 Age 45-64 Age 65+
Purchasing Indices by Age of Head of Household - 52 w/e Jun 14 2009
© WorldpanelTM division of TNS 2009
Total Frozen
120111 108
9689
Age under 28 Age 28-34 Age 35-44 Age 45-64 Age 65+
Purchasing Indices by Age of Head of Household - 52 w/e Jun 14 2009
© WorldpanelTM division of TNS 2009
Fromage Frais
164
245
181
50
27
Age under 28 Age 28-34 Age 35-44 Age 45-64 Age 65+
Purchasing Indices by Age of Head of Household - 52 w/e Jun 14 2009
© WorldpanelTM division of TNS 2009
Toaster Pastries
165183
204
61
15
Age under 28 Age 28-34 Age 35-44 Age 45-64 Age 65+
Purchasing Indices by Age of Head of Household - 52 w/e Jun 14 2009
© WorldpanelTM division of TNS 2009
Upset Stomach Remedies
6056
68
121 125
Age under 28 Age 28-34 Age 35-44 Age 45-64 Age 65+
Purchasing Indices by Age of Head of Household - 52 w/e Jun 14 2009
© WorldpanelTM division of TNS 2009
Denture Cleaners/Fixature
12 10 16
119
208
Age under 28 Age 28-34 Age 35-44 Age 45-64 Age 65+
Purchasing Indices by Age of Head of Household - 52 w/e Jun 14 2009
© WorldpanelTM division of TNS 2009
Incontinence Products
16 23 28
104
215
Age under 28 Age 28-34 Age 35-44 Age 45-64 Age 65+
Purchasing Indices by Age of Head of Household - 52 w/e Jun 14 2009
© WorldpanelTM division of TNS 2009
Agenda
What are we like?
How we shop
What we buy
How we eat
Nutrition – Health v Hedonism
Impact of the Recession
© WorldpanelTM division of TNS 2009 Worldpanel on-line questioningSource: TNS Worldpanel On line Interviews March 2008
A year ago Consumers claimed that if forced to, the first thing they would cut down on would be eating out
20.3 19.9
17
10.38.8
6.75.5
4.1 3.5 3.1
0.8
18.5
12.510.7 10.5 11.3
12.4
3.84.9 5.4
6.8
3
Eating out
Clothing & Footwear
Alcohol & Tobacco
Music Entertainment S
kyTV
Mobile phone
Leisure facilities
Miscellaneous
Housing/hhold bills
Food & drink
Transport Petro
l
Health/PersnlCare/Toil
1st choice
2nd choice
“If you were now forced to, which of the following items would you actually cut back spending on ?”
© WorldpanelTM division of TNS 2009% Change in Heads through the doorSource: NPD GROUP/ CREST
By the end of last year we were voting with our feet as the number of us eating out in pubs and restaurants declines
+0
+4
+3
+2
+2
-1
+3
+2
-1
-4
+1
+2+2
+1
-3
Q3 '07 Q4 '07 Q1 '08 Q2 '08 Q3 '08
Quick Serv Rest
Pubs
Full Service Rest
YonY Qtr change% Ch in Traffic
© WorldpanelTM division of TNS 2009Total FoodsSource: WorldPanel Usage
As we are eating out less, so the number of in home meals has been on the increase
15
.9
10
.6
6.6
12
.9
8.5
3.7
7.3
16
.0
10
.5
6.4
13
.0
8.3
3.8
6.7
16
.1
10
.7
6.4
13
.2
8.3
3.8
5.8
16
.3
10
.9
6.5
13
.5
8.5
3.9
5.6
Breakfast Lunch Teatime Evening Meal In HomeSnacks
Lunchbox Out of homesnacks
12 m/e Feb 2006 12 m/e Feb 2007 12 m/e Feb 2008 12 m/e Feb 2009Billions ofOccasions
1 in 4meals
© WorldpanelTM division of TNS 2009Total FoodsSource: WorldPanel Usage
1 in 4 meals are consumed by 45-64’s
8 8 8 9 6 8 5 9
7 7 49
5 6 12 78 8
5
9
77
118
9 8
7
8
9 8
1012
13 13
12
11
15 12
1816
14 13
13
1315
13
19
13
24 24
27
21 2625
22
22
18 1924
19 17 22
313
0
20
40
60
80
100
Total Breakfast Lunch Teatime EveningMeal
In HomeSnacks
Lunchbox Out ofHome
Snacking
Adults 65+
Adults 45-64
Adults 35-44
Adults 25-34
Adults 17-24
Child 11-16
Child 6-10
Child 0-5
% Occasions
© WorldpanelTM division of TNS 2009
4500
4600
4700
4800
4900
5000
5100
5200
12 m/eNov2005
12 m/eFeb2006
12 m/eMay2006
12 m/eAug2006
12 m/eNov2006
12 m/eFeb2007
12 m/eMay2007
12 m/eAug2007
12 m/eNov2007
12 m/eFeb2008
12 m/eMay2008
12 m/eAug2008
12 m/eNov2008
12 m/eFeb2009
In Home MealsLunch, Teatime and Evening MealSource: WorldPanel Usage
Homemade M’s Meal Occasions
Homemade meals in particular are showing recent growth
+7%
© WorldpanelTM division of TNS 2009In home foodsSource: WorldPanel Usage
As the Recession has kicked in, 45-64’s are one of the fastest growing consumers of home made food
35
1
36
2
39
1
40
3
28
4
29
5
29
9
30
536
2
35
7
38
1
36
3
40
3
41
6
43
3
43
7
68
2
68
9
72
2
72
2
71
7
73
4
75
4
75
2
16
22
16
33
16
75
16
90
16
17
16
11
16
18
16
11
0
500
1000
1500
2000
12 m/e May 2008 12 m/e Aug 2008 12 m/e Nov 2008 12 m/e Feb 2009
Child 0-5
Child 6-10
Child 11-16
Adults 17-24
Adults 25-34
Adults 35-44
Adults 45-64
Adults 65+
Millions of Mealsfeaturing something home made
+0.7% +3.2% +4.2%Growth for 45-64’s vs May 2008
© WorldpanelTM division of TNS 2009
38.4
37.4
37.2
34.6
34.6
34.4
34.2
34.1
33.7
32.8
32.7
32.4
32
31.8
31.8
31.6
31.2
31
30.9
30.4
Wholegrain Mustard
Horseradish Sauce
Offal
Apple Sauce
Tartare Sauce
Pate
Pork Pies
Cold Beef
Tomatoes
French Mustard
Chutney
Tub Salads
Roast Lamb Joints
English Mustard
Fresh Fish
Sprouts
Brown Sauce
Quiche/Savoury Flan
Gravy Granules
Salad Vegetables
In Home Foods12 me Feb ‘09Source: WorldPanel Usage
Key Foods for 45-64’s% Consumption by 45-64’s
© WorldpanelTM division of TNS 2009
Is it party time when the kids leave?
In Home Foods12 me Feb ‘09Source: WorldPanel Usage
Once the kids are gone it’s time for a fry up and less pasta, cooking sauces and chips
Foods more likely to be consumed by 45-64’sin households without kids
Foods more likely to be consumed by 45-64’sin households with kids
180
146
143
125
120
117
117
117
115
83
83
83
83
83
81
72
65
61
Sweet Spreads
Tomatoes
Savoury Spreads
Salad Vegetables
Microwaved Foods
Eggs
Mushrooms
Fish
Yellow Fats
Prepared Vegetables
Chipped Potatoes
Gravy Powder
Table Sauces
Whole Chicken
Sausages
Cooked Cheese
Cooking Sauces
Dry Pasta
Index of foods consumed by 45-64’s in HH with kids vs HH without kids
© WorldpanelTM division of TNS 20092008 attitudes StudySource: WorldPanel Usage
45-64’s are the less likely to be Vegetarian …
% Vegetarian
4.9 4.8
8.6
5.6
3.9
2.6
ADULTS Adults 17-24 Adults 25-34 Adults 35-44 Adults 45-64 Adults 65+
© WorldpanelTM division of TNS 2009
… But they are cutting back on meat
% Eating Less meat
12.9
5.8
7.9
10.1
15.4
20
ADULTS Adults 17-24 Adults 25-34 Adults 35-44 Adults 45-64 Adults 65+
2008 attitudes StudySource: WorldPanel Usage
© WorldpanelTM division of TNS 2009
45-64’s like to make their breakfast slightly healthier
6 5 6 57 7
9
4
75
1014
14
6
910
16
23
0
10
20
30
40
50
ADULTS Adults 17-24 Adults 25-34 Adults 35-44 Adults 45-64 Adults 65+
Fresh Fruit
Dried Fruit
Yoghurt
% having on their breakfast cereal
2008 attitudes StudySource: WorldPanel Usage
© WorldpanelTM division of TNS 2009
45-64’s still like a drink …
% Teetotal
21.9
20.3
17.6
22.121.1
27.6
ADULTS Adults 17-24 Adults 25-34 Adults 35-44 Adults 45-64 Adults 65+
2008 attitudes StudySource: WorldPanel Usage
© WorldpanelTM division of TNS 2009
… But tend not to smoke
% Smoking
13.5
15.5
17.1
15.5
13.1
7.8
ADULTS Adults 17-24 Adults 25-34 Adults 35-44 Adults 45-64 Adults 65+
2008 attitudes StudySource: WorldPanel Usage
© WorldpanelTM division of TNS 2009
Activity wise, 45-64’s prefer Gardening
% taking part in each week
2008 attitudes StudySource: WorldPanel Usage
77.6
65.6
50.1
30.3
13.7 12.8 12.6 12.28.2 8.1
3.7
79.4
68.9
63.3
31.7
10.3 8.512 10.3
7.23.9 2.1
Walking Housework Gardening Activity partof job
OtherSports
Gym Cycling Swimming ExerciseClass
Jogging RacquetSport
ADULTS
Adults 45-64
© WorldpanelTM division of TNS 2009
Are you getting your x a day?
In climates such as the UK, we should drink approximately 1.2 litres (6 to 8 glasses) of fluid every day to stop us getting dehydrated
6
3
9
18
8
3
13
21
23
9
15
16
38
28
18
8
23
40
15
3
2014
75
27
Fruit & Veg Dairy Wholegrain Glasses of Water
None
One
Two
Three
Four
Five
Six
Seven
Eight
1 in 3 of us claim to be hitting the 5-a-day target. Similar level for Dairy but we are well behind on Wholegrain and Water
How many portions of the following do you normally eat or drink in a day?6 m/e Nov’08TNS WorldPanel Usage
36 36 13 7 = % Hitting Target
5 3 3 8 = Recommended Target
16 15.3 14.6 14.4
27.2 26.2 25.9 25.4
22.7 22.7 23.3 23
15.8 15.9 16.2 16.5
9.1 9.6 9.6 9.9
9.2 10.2 10.3 10.8
12 m/e Feb 2006 12 m/e Feb 2007 12 m/e Feb 2008 12 m/e Feb 2009
5 a day or more
4 a day but lessthan 5
3 a day but lessthan 4
2 a day but lessthan 3
1 a day but lessthan 2
Less than 1 aday
The reality is that only 1 in 10 of us now hitting the target
Average number of fruit & veg portions consumed per dayTNS WorldPanel Usage
© WorldpanelTM division of TNS 2009
1.9 1.92.1
2.8
3.3
2.12.3 2.4
3.1
3.5
2.0 2.0 2.1
2.8
3.4
2.32.4
2.3
3.1
3.5
Male 17-24
Male 25-34
Male 35-44
Male 45-64
Male 65+ Female17-24
Female25-34
Female35-44
Female45-64
Female65+
12 m/e Feb 2006 12 m/e Feb 2009
Only 65+’s have a higher score for 5-a-day consumption than 45-64’s
Average number of fruit & veg portions consumed per dayTNS WorldPanel Usage
© WorldpanelTM division of TNS 2009
Agenda
What are we like?
How we shop
What we buy
How we eat
Nutrition – Health v Hedonism
Impact of the Recession
© WorldpanelTM division of TNS 2009
Conundrum
The conundrum on health is that as consumers, we cite health as the reason for our choice of meals twice as often as we did 10 years ago. Yet as a nation, our obesity levels have increased by 50% over the same period – indeed, they have doubled since the mid-1980s.
12 year trend
ENJOYMENT
40%
HEALTH
22%
PRACTICALITY
38%
% Servings
BSE, Foot & Mouth, Sudan 1,Child Obesity, Jamie Oliver, Bird Flu,Supersize me, Salt & sugar content, Functional Foods, 5 a day, Fruit for schools
Organics/ premium, Finest, Taste the difference, Sharing, Café culture, Eating out,Debit Credit, Treating
Ready Meals, Light meals,Snacking, Budget, Microwave, Individual portions, Quick to cook
20081996
11%
55%
34%
© WorldpanelTM division of TNS 2009
Salt
The TNS Worldpanel research shows that UK households on average buy the equivalent of nine 750g packs of salt a year. However, 87% of that 6.75kg of purchased salt is bought as an ingredient in other products. In other words, only 9% of our sale intake is in the form of salt added to a finished meal or in cooking.
Such a situation accounts for the reason why so much government effort is directed towards food manufacturers reducing the level of salt in their products.
Not everyone is equally ‘bad’, though. The statistics show that 10% of households account for 24% of salt purchased – so there would appear to be significantly high use in certain households.
Further analysis shows these tend to be smaller households (arguably more reliant on prepared/packaged foods) and older households (for similar reasons plus perhaps a lifestyle reason that they habitually tend to add salt to their meals).
Energy, unsurprisingly flat profile
90
100
110
Pre-Family YoungFamily
OlderFamily
Youngpost family
Older postfamily
SingleElderly
Energy
Energy, Index of purchasing composition vs Volume
Protein clearly biased towards older, ‘post family’ groups
90
100
110
Pre-Family YoungFamily
OlderFamily
Youngpost family
Older postfamily
SingleElderly
Protein
Protein, Index of purchasing composition vs Volume
Fresh Red Meat & Eggs
Fibre, primary bias towards Pre Family groups
90
100
110
Pre-Family YoungFamily
OlderFamily
Youngpost family
Older postfamily
SingleElderly
Fibre
Fibre, Index of purchasing composition vs Volume
Veg/Fruit – (pre packed), Frozen prepared food
Sugars, greater bias towards oldest single elderly group
90
100
110
Pre-Family YoungFamily
OlderFamily
Youngpost family
Older postfamily
SingleElderly
Sugars
Sugars, Index of purchasing composition vs Volume
Fruit
Sugar
Biscuits
Breakfast Cereals
Fat, similar profile to Protein
90
100
110
Pre-Family YoungFamily
OlderFamily
Youngpost family
Older postfamily
SingleElderly
Fat
Fat, Index of purchasing composition vs Volume
Fresh Red Meat
Yellow Fats
Saturated Fats, clear lifestage progression, biased towards oldest groups
90
100
110
Pre-Family YoungFamily
OlderFamily
Youngpost family
Older postfamily
SingleElderly
Saturates
Sat Fat, Index of purchasing composition vs Volume
Fresh Red Meat
Yellow Fats
Fresh Red Meat
Biscuits
Salt, again, biased towards oldest groups
90
100
110
Pre-Family YoungFamily
OlderFamily
Youngpost family
Older postfamily
SingleElderly
Sodium
Sodium, Index of purchasing composition vs Volume
Table Salt
Bread
Table Salt
Similar pattern across all of the ‘key focus’ nutrients
90
100
110
Pre-Family YoungFamily
OlderFamily
Youngpost family
Older postfamily
SingleElderly
FatSaturatesSodium
Index of purchasing composition vs Volume
Fibre, Fruit and Vegetables the most marked discriminator
90
100
110
Class AB Class C1 Class C2 Class D Class E
Fibre
Fibre, Index of purchasing composition vs Volume
Fruit and Vegetables
Large bias towards the lowest social class groups
90
100
110
Class AB Class C1 Class C2 Class D Class E
Sugars
Sugars, Index of purchasing composition vs Volume
Biscuits
Sugar
Fat biased towards lower socio-economic groups
90
100
110
Class AB Class C1 Class C2 Class D Class E
Fat
Fat, Index of purchasing composition vs Volume
Biscuits
Yellow Fats
More extreme picture on Saturated Fats, clearly lower socio economic groups less effective at managing diet
90
100
110
Class AB Class C1 Class C2 Class D Class E
Saturates
Sat Fat, Index of purchasing composition vs Volume
Biscuits
Yellow Fats
Biscuits
Yellow Fats
Frozen Confectionery
Bread and Table salt the key discriminating factors in high salt purchasing amongst the lower socio-economic groups
90
100
110
Class AB Class C1 Class C2 Class D Class E
Sodium
Sodium, Index of purchasing composition vs Volume
Table Salt
Table Salt
Bread
Again, a consistent view across the three key nutrients
90
100
110
Class AB Class C1 Class C2 Class D Class E
FatSaturatesSodium
Index of purchasing composition vs Volume
Obese homes high purchase of salt, saturates and fat
80
85
90
95
100
105
110
115
Spend
Packs
Energ
y kca
l
Prote
inFibr
e
Carbo
hydr
ate
Sugar
sFat
Satur
ates
Sodium
Healthy Obese Index of purchasing composition vs Volume
6.2
3.1
3.8
7.72.6
1.72.8
2.3
1.4
Packs
Energy
Protein
Fibre
CarbohydrateSugars
Fat
Saturates
Sodium
Waitrose – Impressive profile, increases in fibre
Waitrose growth rates of Nutrients52we Year on Year
© WorldpanelTM division of TNS 2009
Agenda
What are we like?
How we shop
What we buy
How we eat
Nutrition – Health v Hedonism
Impact of the Recession
© WorldpanelTM division of TNS 2009
© WorldpanelTM division of TNS 2009
Grocery Price Inflation – TNS Calculation
Based on year-on-year comparisons of price paid for over 75,000 identical products including promotions and in the proportion that British households are purchasing them
12 w/e periods year-on-year
4.9 4.6 5.05.8
6.8
8.19.0 9.3
8.88.3 8.1 8.3 8.6
9.1 8.88.1
7.0
23-M
ar-0
820
-Apr
-08
18-M
ay-0
815
-Jun
-08
13-J
ul-0
810
-Aug
-08
07-S
ep-0
805
-Oct
-08
02-N
ov-0
830
-Nov
-08
28-D
ec-0
825
-Jan
-09
22-F
eb-0
922
-Mar
-09
19-A
pr-0
917
-May
-09
14-J
un-0
9
7.0
0.9 0.31.2
1.3
5.2
Inflation HHVolumeChange
StoreChoice
PromotionChoice
ProductChoice
HH SpendChange
Co
ntr
ibu
tio
ns
of
Ch
an
ge
%
Total RST – Key Dynamics to 14 June 2009
12 w/e 14 June 2009
Tesco
Morrisons
Sainsbury's
Waitrose
Somerfield
M&S
Asda
Lidl
Iceland
Aldi
Discount
Retailers
Premium
Retailers
Clear movement to the value end of the spectrum but Tesco is losing to Sainsbury’s more than to Asda.
Total Grocery 12we 17th May 2009
Significant (Top 20) grocery switching flows
Switching through price tiers in the Big 4Trading down a reality, but branded steals from standard OL
Standard Own Label
Branded
Value Own Label
Premium Own Label
Switching limited to Big 4 retailers and 4 tiers Total Grocery 12we 17th May 2009
Switching through price tiers in the Big 4
© WorldpanelTM division of TNS 2009
Total Grocery 4-weekly Targeted Own Label Shares
1
1.5
2
2.5
3
3.5
4M
ay 2
0 20
07
Jun
17
2007
Jul
15 2
007
Au
g 1
2 20
07
Sep
09
2007
Oct
07
2007
No
v 04
200
7
Dec
02
2007
Dec
30
2007
Jan
27
2008
Feb
24
2008
Mar
23
2008
Ap
r 20
200
8
May
18
2008
Jun
15
2008
Jul
13 2
008
Au
g 1
0 20
08
Sep
07
2008
Oct
05
2008
No
v 02
200
8
No
v 30
200
8
Dec
28
2008
Jan
25
2009
Feb
22
2009
Mar
22
2009
Ap
r 19
200
9
May
17
2009
Premium OL
Healthy OL
© WorldpanelTM division of TNS 2009
Total Grocery 4-weekly Targeted Own Label Shares
1
1.5
2
2.5
3
3.5
4M
ay 2
0 20
07
Jun
17
2007
Jul
15 2
007
Au
g 1
2 20
07
Sep
09
2007
Oct
07
2007
No
v 04
200
7
Dec
02
2007
Dec
30
2007
Jan
27
2008
Feb
24
2008
Mar
23
2008
Ap
r 20
200
8
May
18
2008
Jun
15
2008
Jul
13 2
008
Au
g 1
0 20
08
Sep
07
2008
Oct
05
2008
No
v 02
200
8
No
v 30
200
8
Dec
28
2008
Jan
25
2009
Feb
22
2009
Mar
22
2009
Ap
r 19
200
9
May
17
2009
Value OL
Premium OL
Healthy OL
© WorldpanelTM division of TNS 2009
Total Grocery Budget PL Trends - 4-wkly £m
0
20
40
60
80
100
120
Dec
31
2006
Jan
28
2007
Feb
25
2007
Mar
25
2007
Ap
r 22
200
7
May
20
2007
Jun
17
2007
Jul 1
5 20
07
Au
g 1
2 20
07
Sep
09
2007
Oct
07
2007
No
v 04
200
7
Dec
02
2007
Dec
30
2007
Jan
27
2008
Feb
24
2008
Mar
23
2008
Ap
r 20
200
8
May
18
2008
Jun
15
2008
Jul 1
3 20
08
Au
g 1
0 20
08
Sep
07
2008
Oct
05
2008
No
v 02
200
9
No
v 30
200
8
Dec
28
2008
Jan
25
2009
Feb
22
2009
Mar
22
2009
Ap
r 19
200
9
May
17
2009
Asda
Tesco
Sainsbury
Morrisons
Latest 12-wk % Change
+29%
+16%
+56%
+72%
© WorldpanelTM division of TNS 2009
Premium Private Label Sales Trends
0
10
20
30
40
50
60
70
80
90
2001
2002
2003
2004
2005
2006
2007
2008
2009
Sa
les
(E
xp
en
dit
ure
£m
)
Tesco Finest Sainsbury Taste the Difference Asda Extra Special Safeway/MorrisonsThe Best
© WorldpanelTM division of TNS 2009
How weshop
Reminders
What arewe like?
© WorldpanelTM division of TNS 2009
What arewe like?
What webuy
Reminders
How weshop
© WorldpanelTM division of TNS 2009
How weeat
What arewe like?
Reminders
How weshop
What webuy
© WorldpanelTM division of TNS 2009
What arewe like?
Reminders
Nutrition
How weshop
What webuyHow we
eat
© WorldpanelTM division of TNS 2009
Recession
What arewe like?
Reminders
How weshop
What webuyHow we
eat
Nutrition
© WorldpanelTM division of TNS 2009
Thank you
ed.garner
@tns-global.com