Consumer Behaviour and Consumer Behaviour and

the Marketthe Market• Influences on Consumer Choice

• Value and Origin

• Food preparation time

• Convenience

• Healthy eating

• Eating Out

Consumer Behaviour Consumer Behaviour

and the Marketand the Market

UK consumers’ main choice criteria? Price

Buy One Get One Free

What do consumers really care about after price?

appearance

organic

country of origin

taste

37%

9%

11%

55%

No.2No.1

Value and Origin

Value & OriginValue & Origin

Attitudes to Value

IGD 2005

People choose food for different reasons but price, taste and freshness are always important People do not buy on price alone but by value..

What Will Improve Food Shopping for You?

Value & OriginValue & Origin

Attitudes to Buying British

IGD 2005

Value & OriginValue & Origin

Food Preparation

http://news.bbc.co.uk/1/hi/uk/1754824.stm

1960s women spent 100 minutes a day cooking on average. In 2002 how long did they spend?

Source: The Future Foundation, 2002

120 minutes

73 minutes

100 minutes

54 minutes

55% of people spend a maximum of half an hour preparing their main meal. Cooking skills are also not being passed on and are not taught in schools so the majority are less able to prepare meals.

Time Spent Preparing a Main Meal

UK Food PreparationUK Food Preparation

Methods of Preparing a Main Meal

IGD 2004

UK Food PreparationUK Food Preparation

Convenience

Convenience• Convenience is important for consumers both in &

out of home • Chilled ready meals & takeaways both showing

strong growth. • Takeaways increased by 5% over last 2 years • Heavy consumers of meals out of the home more

likely to eat convenience in the home • Introduction of new premium ranges e.g. M&S

GastroPub, Waitrose, 'As Good as Going out' & Sainsbury's 'Fresh to Cook' - these provide the out of home experience in the home

“Grazing”& Snacking • Decline in formal eating

occasions

• Eating little or no breakfast

• Shorter lunch break (<30 mins)• Fewer children eat school meals• More packed lunches

“Eat 5-A-Day”

Healthy Eating

Most popular fruit?

oranges

apples

grapes

bananas

Who eats more fruit & veg portions?

women men

28%40%

Total Fruit - Percentage share of volume by category

24.6 24.9

23.8 23.5

17 17.8

17.9 16.4

11.2 11.6

5.4 5.7

52 w/e 12-Sep-04 52 w/e 11-Sep-05

Pears

Tropical Fruits

Citrus

Soft Fruit

Apples

Bananas

-2.1%

+10.2%

+13.3%

+11.6%

+5.4%

+7.8%

Growth of the total market between 12th Sept 04 and 11th Sept 05 = 6.7%

Figures on the right show the growth in volume of each category between 12 th Sept 04 and 11th Sept 05

(Source: TNS 2005)

Top 20 Fruit Type by Volume (Tonnes)523390

484810

154576

132445

114937

105445

127943

92595

51668

63967

34983

32544

28949

25925

21707

20814

21193

20820

18075

15249

564096

510083

165184

131817

130263

115703

115323

99249

55491

55029

41395

39342

31427

30695

30363

26142

25255

22917

21390

18121

Banana

Dessert Apples

Easy Peelers

Melons

Pears

Grape-White

Orange

Berries+Currants

Grape-Red

Grapefruit

Nectarines

Plums

Lemon

Kiwi Fruit

Pineapples

Mango

Avocado

Cooking Apples

Peaches

Cherries

52 w/e 12-Sep-04 52 w/e 11-Sep-05

(Source: TNS 2005)

Fruit & Vegetables

1.6% fall in fruit & vegetable sales, meaning people ate 3.7 portions a day on average - well short of the "five-a-day" target.

Eating out

Country eating most with take-aways?(% of consumers at least once/week)

British

Chinese

Belgians

Americans

14%

41%

3%

35%

No European countries made it into thetop 10 global markets for weekly fastfood consump-tion

46% of Europeans eat fast food once/monthIn Europe - the British are the highest consumers of take away meals

http://www.acnielsen.es/site/pdf/EURO_FastFood_Report.pdf Source: ACNeilson, 2004