Table of Contents
Issues in the Market
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- Key themes
- Definition
- Qualitative research
- Abbreviations
Future Opportunities
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- Simplify, simplify, simplify
- Eating for the environment
- Getting stuck into the joy of cooking
Market in Brief
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- What is dominating public debate?
- Food for pleasure
- Fragmented media land
- Consumers are making real changes
- Looking forward
Internal Market Environment
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- Key points
- A little of what you fancy
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- Figure 1: Agreement with lifestyle statements about diet and health, 2004-08
- Exploring the world of food
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- Figure 2: Attitudes towards food preparation, 2005-09
- Contributing to change
- Learning more
- Back to the stove
- But weight continues to be a problem
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- Figure 3: Attitudes towards diet and health, 2004-08
- Getting slimmer…and fitter?
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- Figure 4: Trends in adults trying to slim, 2004-08
- The state steps in
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- Figure 5: Prevalence of obesity in children aged 2-15, by gender, 2003 and 2010
- Get moving
- Returning to roots
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- Figure 6: Attitudes towards food buying, 2005-09
- Shopping with care
- The organic debate
- Another route to freshness
- Another government initiative
- The wider environmental debate
- The impact of Ofcom
Broader Market Environment
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- Key points
- Shifting age structure brings new opportunities
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- Figure 7: Structure of the UK population, by age, 2004-14
- The leading edge?
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- Figure 8: Structure of the UK population, by socio-economic group, 2004-14
- Belt tightening
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- Figure 9: Percentage annual change in PDI and consumer expenditure, 2004-14
- Other effects
The Media Landscape
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- Key points
- All change in media land
- Traditional print – targeted magazines
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- Figure 10: Circulation of cookery titles, 2009
- Reaching bigger numbers
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- Figure 11: Circulation of customer magazines, 2009
- Women’s interests
- Not just women
- Traditional TV
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- Figure 12: TV programming on cookery, by main channels, September* 2009
- In memory of Keith Floyd
- Non-traditional print and TV
- Books
- What about advertising – do consumers feel besieged?
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- Figure 13: Attitudes towards advertising, 2005-09
Influence of New Technology
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- Key points
- Ready to hand
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- Figure 14: Trends in internet-related lifestyle statements, 2005-09
- Accessing all info
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- Figure 15: Types of websites browsed for information purposes in the last three months, January and April 2009
- Moving beyond the internet
- Opening a dialogue
- How about sponsorship?
- Blogging not yet mainstream!
Celebrity and Food
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- Key points
- Let’s really shift some product
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- Figure 16: Selected examples of celebrity effects on specific food sales, 2000-09
- More fundamental changes
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- Figure 17: The effect of celebrity chefs on consumers, January/February 2008
- Individual popularity stakes
- And what about the government’s role?
- An important proviso
Strengths and Weaknesses of Media Influence
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- Strengths
- Weaknesses
Food Trends
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- Key points
- How consumers are choosing to spend
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- Figure 18: Trends in selected food categories, 2004-09
- Consumer priorities
- What about the recession?
- Do current promotion and NPD fit the trends?
Who’s Innovating?
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- Key points
- Top product claims – natural healthy ingredients
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- Figure 19: New product development in food, by positioning, top ten, 2006-09
- Vegetarian category set to grow
- The emerging naturalness factor
- Leading categories for innovation
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- Figure 20: New product development in food, by top ten categories, 2006-09
- New product activity by type
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- Figure 21: New product activity in food, by launch type, 2006-09
Brand Communications
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- Key points
- Spend down
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- Figure 22: Main monitored media advertising expenditure on the food category, 2006-09
- Convenience and treats predominate
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- Figure 23: Main monitored media advertising expenditure, by top ten food categories, 2006-09
- Figure 24: Top ten advertisers in food (manufacturers), 2006-09
- Confectionery wavers
- A pointer to the future?
The Consumer – Attitudes towards Health
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- Key points
- Qualified confidence
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- Figure 25: Attitudes towards health and healthy lifestyles, May 2009
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- Figure 26: Selected attitudes towards health and healthy lifestyles, by gender, May 2009
- Plenty of room for differences of opinion
- The happy-go-lucky
- Is labelling a help or a hindrance?
- Maximising effectiveness
- Putting lessons into practice
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- Figure 27: Agreement with statements on eating habits, May 2009
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- Figure 28: Agreement with statements on eating habits, by gender, May 2009
- Striking a balance
The Consumer – Influences on Consumers’ Food Choices
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- Key points
- Immune to influence?
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- Figure 29: Factors affecting the way consumers eat, drink, cook and shop for food, May 2009
- Everyone can join in
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- Figure 30: Factors (netted) affecting the way consumers eat, drink, cook and shop for food, by selected age groups, May 2009
- Looking in more detail
The Consumer – Changing Consumer Attitudes
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- Key points
- Change in action
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- Figure 31: Changes in the way consumers eat, drink, cook or shop for food now compared with two years ago, May 2009
- Good eating – bon appetit
- Buying decisions – reading the label and paying the price
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- Figure 32: Changes in the way consumers eat, drink, cook or shop for food now compared with two years ago, by gender, May 2009
- Women call the tune
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- Figure 33: Cooking from scratch more and/or buying more cheaper brands/own-label compared to two years ago, by age and socio-economic group, May 2009
- In their own words
Target Groups
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- Key points
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- Figure 34: Marketing targets based on changing eating habits, May 2009
- Group 1 – Easy Going (35% of total)
- Lifestyle
- Media influences
- Targeting the Easy Going
- Group 2 – Healthy Cooks (14% of total)
- Lifestyle
- Media influence
- Targeting the Healthy Cooks
- Group 3 – Keen Cooks (15% of total)
- Lifestyle
- Media influence
- Targeting the Keen Cooks
- Group 4 – More Veg Please (18% of total)
- Lifestyles
- Media influence
- Targeting the More Veg Please
- Group 5 – Weight Watching (18% of total)
- Lifestyle
- Media influence
- Targeting the Weight Watching
- Attitudes towards health
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- Figure 35: Selected statements on health and healthy lifestyles, by target groups, May 2009
- Changing eating patterns
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- Figure 36: Selected statements on eating, drinking, cooking or shopping for food now compared to two years ago, by target groups, May 2009
Appendix
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- Advertising data
Appendix – Internal Market Environment
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- Figure 37: Agreement with lifestyle statements about diet and health, by demographics, 2009
- Figure 38: Agreement with lifestyle statements, by demographics, 2009
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- Figure 39: Prevalence of obesity among men and women, by age group, 1994 and 2003
- Figure 40: Adults dieting/trying to get slim, by demographics, 2009
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Appendix – The Media Landscape
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- Figure 41: Circulation of bestselling women’s interest and slimming titles*, 2009
- Figure 42: Circulation of national newspapers, 2009
- Figure 43: Media and advertising lifestyle statements, by demographics, 2009
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- Figure 44: Media and advertising lifestyle statements, by demographics, 2009
- Figure 45: Media and advertising lifestyle statements, by demographics, 2009
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Appendix – Role of New Technology
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- Figure 46: Device usage summary, January and April 2009
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Appendix – Brand Communications
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- Figure 47: Top 20 advertisers in food category, 2006-09
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Appendix – The Consumer – Attitudes towards Health
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- Figure 48: Attitudes towards health and healthy lifestyles, by demographics, May 2009
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- Figure 49: Attitudes towards health and healthy lifestyles, by demographics, May 2009
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- Figure 50: Agreement with statements about eating habits, by demographics, May 2009
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- Figure 51: Agreement with statements about eating habits, by demographics, May 2009
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Appendix – The Consumer – Influences on Consumers’ Food Choices
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- Figure 52: Factors affecting the way consumers eat, drink, cook and shop for food, by demographics, May 2009
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- Figure 53: Factors affecting the way consumers eat, drink, cook and shop for food, by demographics, May 2009
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- Figure 54: Netted effects on eating, drinking, cooking or shopping for food, by demographics, May 2009
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Appendix – The Consumer – Changing Consumer Attitudes
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- Figure 55: Changes in the way consumers eat, drink, cook or shop for food now compared with two years ago, by demographics, May 2009
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- Figure 56: Changes in the way consumers eat, drink, cook or shop for food now compared with two years ago, by demographics, May 2009
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- Figure 57: Changes in the way consumers eat, drink, cook or shop for food now compared with two years ago, by demographics, May 2009
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Appendix – Target Groups
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- Figure 58: Target groups, by demographics, May 2009
- Figure 59: Statements on health and healthy lifestyles, by target groups, May 2009
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- Figure 60: Statements on eating habits, by target groups, May 2009
- Figure 61: Eating, drinking, cooking or shopping for food now compared to two years ago, by target groups, May 2009
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- Figure 62: Effect on eating, drinking, cooking or shopping for food, by target groups, May 2009
- Figure 63: Netted effect on eating, drinking, cooking or shopping for food, by target groups, May 2009
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