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Today’s Consumer

Isn’t Tomorrow’s

Consumer

Understanding trends in

consumer eating patterns

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About the survey

A sample of 2,038 consumers surveyed online using a panel

from GMI Lightspeed.

Respondents all answered the core survey, then two

of the 10 sub-chapters

• The Grocery Eye 2016 has examined the shopping habits of 2,000 supermarket shoppers to identify perceptions towards purchasing food and drink.

• Our study has assessed topics such as category perceptions, attitudes towards product attributes and ingredients, sugar & fat, health & food, and consumption behaviours, as well as more specific areas such as eating out, mealtime behaviours, discount retailers, and sustainability.

Background• Category perceptions & purchase drivers

• Naturalness, healthy eating & responsibility

• Sugar & fats behaviour & understanding

• Free-from purchase & consumption

• Trying new flavours/ingredients

• Meals at home

• Eating out – Restaurants

• Eating out – Breakfast

• Discount retailers

• Sustainability

• Packaging & portioning

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Before we begin..

Context is King

Nothing is binary

1

2

Nothing exists in isolation. When considering consumer eating occasions, we need to understand the context: who are

your consumers with, where, when, what else is competing for their attention? This has a massive impact on the role of food in the overall meal occasion

When it comes to food preference and eating behaviour, it’s rarely black and white, yes and no We need to understand what people are thinking and feeling now, and be able to identify the

impact this will have on their future preferences and behaviour It is now possible to identify the path that any change in behaviour will take

The devil is in the detail3 Food trends don’t really exist at an overall level Many of the overall trends reported don’t tell the real picture – there are a wide variety of sub

trends by demographic groups – it is here that we can identify the groups who are most receptive

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Where and when are consumers

eating these days

55

42

29

25

27

19

Taste

Filling

Health

Convenience

Can eat it on-the-go

Clear differences in consumer need states by demographic groups

49

33

29

30

22

Taste

Health

Filling

Convenience

Slow release energy

Breakfast Lunch Dinner

64

37

30

25

21

Taste

Health

Filling

Variety

Convenience

16-34 yrs and Parents are

more focused on ‘On-the

go’

35-54s want slow release

energy

16-34 yrs are more focused on

health & variety

35-54 on something tasty and

filling

55+s & C2DEs don’t eat lunch

OOH

16-34 yrs are more likely to want

dinner ‘On-the go’

34+s are more focused on taste

ABC1s are more focused on

health, whilst C2DEs want

something filling

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It’s not just about what’s on the plate. Understanding mealtime context is

critical

16-34 yr olds are significantly more likely to spend meal occasions on a laptop, tablet or smartphone,

as well as watching TV & talking to others (starting

the day multi-screening).

Top 5 behaviours by meal typeMost common Least common

On a laptop/

smartphone etc.

Talking with

others

Talking with

others

On a laptop/

smartphone etc.

Read a book/

newspaper etc.

Breakfast

Dinner

Watch TV

Watch TV

Relax

RelaxRead a book/

newspaper etc.

77

1916 15

11 10 10 9

17

2427

149 7 10 8

17

Hydroponically

grown

vegetables/fruit

Microgreens (the

shoots and small-

harvested leaves

of salad

vegetables)

Algae Lab-grown meat Insects such as

crickets that have

been ground into

flour

Fermented foods Whole insects such

as crickets

None of these

NF6. Which of these, if any, do you think will be important food sources in the future? NF7. And which of these, if any, would be you be prepared to buy, eat, or drink (on its own or as an ingredient)?

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31 30 2721 20 20

5448

2834 34

27

12

30

Home-grown food

(by you or

someone locally)

Imperfect/Ugly

foods

Increased plant-

based eating

Dairy alternatives

such as almond,

soya, coconut,

and rice milk

Seaweed Tree waters (e.g.

coconut, aloe,

birch, banana)

Genetically

modified (GM)

foods

Dried-out foods

Important future food sources Would eat

Higher among

16-34s

Home-grown and imperfect are key food futuresAgain, we see key differences emerging by demographic groups

Males show greater interest

in eating insects!

The dairy alternatives are

more appealing to females

Imperfect and hydroponics

more appealing to 55+

Algae, Lab meat, and GM

show great consideration

among ABC1s

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The changing face of ‘healthy’

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So much changing and contradictory information

The Guardian – Feb 2016

bbc.co.uk – Feb 2016

The Guardian – May 2016

The Telegraph – May 2016

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We are increasingly linking sugar and (un)healthy foods

And a downward trend in the key importance of fat indicators

Most important consideration when looking for a healthy food for yourself…

Sugar content Fat content

2016

2015

2014

24%

22%

20%

2016

2015

2014

25%

30%

41%

Calorie content most important among 16-34s

1111

… with varying consumption interpretationsRelative differences by age

Higher protein/Protein-rich foods

On-the-go breakfast products

Protein shakes or Protein bars

Sports nutrition products

Breakfast drinks

‘Free-from’ dairy

‘Free-from’ wheat and/or gluten

‘Free-from’ egg

Fruit

Vegetables

Wholegrain products

Nuts/Seeds

Fibre-rich foods

Foods/drinks with speciality nutrients

Foods/drinks with superfood ingredients

Foods or drinks that help medical conditions

16-34s 55+

By Social Class:

ABC1Nuts/seeds, Wholegrains,

meat-less meals

C2DEFruit juice

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Dairy-free

Gluten-free

Egg-free

Nut-free

Soya-free

Wheat-free

Overall we’re increasing our free-from foods…

2014 (%)

2015 (%)

2016 (%)4

69

57

8

22

6

33

6

22

6

44

3

Being dairy, egg, nut, and soya free show increasing appeal among the 16-34s

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… even when we’re not intolerant !

With perceived health benefits driving the change.

Among those who are not allergic to dairy but buy free-from:

healthier

alternatives

53%

are lower fat33

%

better for my

digestion

47%

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We know there’s not a blanket interpretation

… and it can be hard to know the truth about sugars.

Naturally occurring sugar

believe there are good

sugars and bad sugars

67%

bad

8%

Don’t know

12%

Good

79%

Fructose sugar

bad

36%

Don’t know

27%

Good

38%

* Despite fructose being a naturally occurring sugar

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Sugar considerations are key for healthy foodsWhile Sugar continues to dominate health decisions for children, it’s also now

playing a leading role for adults too, along with fat.

22%

20%

19%

20%

30%Fat 25%

Sugar 24%

Calories 20%

All Natural 20%

Fruit/Veg Content

19%

2015 2016

24%

20%

20%

19%

37%Sugar 40%

No Artificials 23%

All natural 20%

Fruit/Veg Content

18%

Salt 18%

2015 2016

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Overall, we do feel better informed

Our understanding of what’s good & bad for us is now…

Better informed

53%

No difference

44%

Worse informed

3%

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However, two thirds don’t think they have a healthy diet

66%71

%

68%

2014 2015 2016

By Region:Those in the North of England are least likely to rate themselves as

having healthy diets.

By age:The 16-54s are similarly least positive. It’s not until we have more

time that we feel we eat more healthily.

And this figure isn’t improving in line with increased awareness

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Eating behaviour change is down to us

We know healthy eating behaviour change is down to us, but we need

support from retailers and manufacturers too

Ourselves

Supermarkets

Other family members

Manufacturers

Healthcare professionals

Government/legislation

68

31

29

27

29

25

By age, the 16-34s are less likely to put so much

emphasis on themselves, and relatively more on schools (23%) and the

media (25%).

Manufacturers are particularly

thought to be responsible in

Scotland (37%).

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How to predict what’s next

2020

By viewing behaviour

change as a journey we can

see how the various

influencers fit together

We can use the results to provide a

granular and action-focused

plan

Just because we are not

exhibiting the desired

behaviour today does not mean we will

never do it

We are sometimes poor witnesses to our own behaviour

04030201

Intended future behaviour isn’t enough…

We know from our work in the fields of psychology and behavioural economics,

that asking people about their intended future behaviour isn’t enough…

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3

4

5

2

People only change when they are ready to do so

Introducing The Behaviour Change Model, a psychological model that reveals

the influences on behaviour, as well as recognising that people will only change behaviour when they are ready to do so

1

Pre-contemplation

Contemplation

Preparation

Action

Maintenance Categorises people into

5 stages of behavioural change:

2222

The key influencers on decision makingFour main influences on consumer behaviour:

Heuristics are our mental shortcuts to help simplify our choices, for example:

Social proof: We behave like others

Consideration set: Simplifying the choice to be made

Affect: Our immediate responses to an option

Scarcity:If something is in short supply everyone must want it and it

must be good

Availability: The extent to which an option comes to mind

Familiarity and recognition: We like what we know and are familiar with

Satisfying: Not maximising utility, but merely ensuring a choice is

good enough

My circle

My situation

Society

me

2323

Looking through the lens of the Behaviour Change Model…

What do we learn

about consumers’

likelihood to reduce

their sugar intake?

2424

‘On the journey’ are more

likely to be:– Younger– Males– Kids in the household– Tesco & Asda shoppers

Behaviour Change Model – reducing sugar consumption

So it’s clearly not a yes/no situation… nearly half are ‘on the journey’

27%

14% 14%15%

29%

Pre-contemplation Contemplation Preparation Action Maintanence

‘Maintainers’ are more

likely to be:– Older– Female– No Kids in the house

– Waitrose shoppers

43%

On the journey

2525

It’s all about momentum!

The ‘steepest’ step (the hardest one to initiate) is from

pre-contemplation to contemplation.

Once people are open to the idea of reducing sugar, the

subsequent steps are ‘shallower’. So early information and

facilitation are key to overcoming inertia!

Maintenance

Contemplation

Preparation

Action

Pre-contemplation

This is particularly true of older respondents: Those aged 45-64 are the hardest to move from pre-contemplation into contemplation

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It’s all about momentum!

How to get younger consumers to stick with their new behaviours, rather than

switching between fads

The opposite is true of younger respondents: Those aged 16-24 are the hardest to move from action into maintenance. They dabble in new behaviours but are least likely to stick with it

Maintenance

Pre-contemplation

Contemplation

Preparation

Action

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Pre-contemplation Contemplation Preparation Action Maintenance

Me

My circle

Society

Actually, the initial drivers of change need to come

more from self-motivation

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Pre-contemplation Contemplation Preparation Action Maintenance

Me

Actually, the initial drivers of change need to come

more from self-motivation

I remind myself that I'm the only one who is

responsible for my health and well being, and

that only I can decide whether or not I will

reduce sugar consumption”

I tell myself if I try hard enough I can

keep to my reduced consumption

of sugar”

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The Headlines…

1. There is no blanket approach to understanding consumer need states across meal

occasions. Priorities differ significantly by demographic group

2. Younger consumers are far more trend-led in their food choices – much more likely

to ‘try anything once’, but much less likely to stick with their new behaviours

4. For our food futures, we need to start with the familiar: home grown and imperfect

are recognised as key. Acceptance in alternative food sources varies widely by

demographic – start with those who are most accepting

4. Awareness of sugar as an unhealthy indicator is increasing and while consumers are

taking note themselves, this isn’t yet translating into decisive action. They are also

looking to manufacturers and retailers for help too

5. Behaviour change isn’t binary, it’s a journey which needs to be led by the consumer and

for which planting the seed is key, through clear, engaging, and enabling information –

we need to be present at the “I want to know” moment, not just “I want to buy”

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Thank You