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
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