Table of Contents
Introduction
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- Scope of report/definition
- Consumer research
- Socio-economic group
- Lifestage and Special Groups
- ACORN
- Abbreviations
Executive Summary
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- Market background
- Greater interest in and experimentation with food
- Cooking programmes provide a strong influence
- Cooking and eating habits
- Eating habits are relatively stable
- Tradition still dominates cooking habits
- Attitudes between men and women moving closer together
- Shifts in cooking and eating
- A receptive audience for media coverage
- Assessing likely targets: five groups identified
- Quality Seekers and Creative Chefs most open to change
- Sources of inspiration
- Cookery books dominate inspiration
- ABC1 families and third agers to expand their repertoire
- Aspirations
- Widespread interest in expanding knowledge and skills
- TV cookery programmes reaching intended audience
- The future
Market Background
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- Shifts in the population’s composition by age
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- Figure 1: Trends and projections in total UK population, by age group, 1998-2008
- Shifts by lifestage
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- Figure 2: Trends and projections in lifestage in UK population, 1998-2008
- Socio-economic shifts
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- Figure 3: Trends and projections in the total UK population, by socio-economic status, 1998-2008
- Earnings and the economy
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- Figure 4: PDI and consumer expenditure, at constant 1998 prices, 1998-2008
- Employment levels
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- Figure 5: Workforce in employment in the UK, by gender, 1998-2008
- Demand for convenience
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- Figure 6: UK retail value sales of ready meals in the UK, at current prices, 1998-2003
- Eating out
- Influence of travel
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- Figure 7: Outbound holiday visits, by areas visited, 1999-2002
- Cooking skills
- Health issues
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- Figure 8: Incidence of being overweight and obese in England, by gender*, 2001
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- Figure 9: Incidence of being overweight and obese among men in England, by age group, 1994-2001
- The TV influence?
- Food as a source of pleasure
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- Figure 10: Influence of chefs and TV programmes, by gender, 2003
- TV prompts consumers into action
- Greater diversity in attitudes among men
- The youngest are least interested in TV cooking programmes
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- Figure 11: Selected attitudes to chefs and TV programmes, by age, lifestage, presence of children, Mintel’s Special Groups, working status and household size, 2003
- Marked variation by socio-economic status
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- Figure 12: Selected attitudes to chefs and TV programmes, by socio-economic status, region, ACORN group and media usage, 2003
Cooking and Eating
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- Eating habits
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- Figure 13: Eating habits, by gender, 2003
- Habits would appear to be conventional
- Tradition and routine linked with age
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- Figure 14: Selected eating habits, by age, lifestage, presence of children, Mintel's Special Groups and working status, 2003
- Targeting older groups: a challenge and an opportunity
- Newspaper readership points towards complexity of attitudes
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- Figure 15: Selected eating habits, by socio-economic status, region, ACORN group, media usage and supermarket used, 2003
- Cooking habits
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- Figure 16: Cooking habits, by gender, 2003
- Cooking habits more diverse than eating habits
- Occasionally experimental – the new orthodoxy
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- Figure 17: Selected cooking habits, by age, lifestage, presence of children, Mintel’s Special Groups, working status and household size, 2003
- Experimenters can be found among ABC1s
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- Figure 18: Selected cooking habits, by socio-economic status, region, ACORN group, media usage and supermarket used, 2003
- Cross-promotional opportunities
- Men and women moving closer in terms of attitudes
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- Figure 19: Selected cooking habits filtered on men and women, by age, marital status, lifestage, presence of children, Mintel’s Special Groups, working status and household size, 2003
- Response pattern similar among men and women
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- Figure 20: Selected cooking habits filtered on men and women, by socio-economic status, region, ACORN group, media usage and supermarket used, 2003
Shifts in Cooking and Eating
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- Changing cooking habits
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- Figure 21: How cooking habits changed, by gender, 2003
- Widespread readiness to learn more about food and cooking
- Opportunities to promote nutritional balance of ready meals
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- Figure 22: Changing cooking habits: The effect of one change on another, 2003
- Even the adventurous might need convenience
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- Figure 23: Other changing cooking habits: The effect of one change on another, 2003
- A different ready meal for every day of the week?
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- Figure 24: Further changing cooking habits: The effect of one change on another, 2003
- Change has occurred across the board
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- Figure 25: Selected changing cooking habits, by age, lifestage, presence of children, Mintel’s Special Groups, working status and household size, 2003
- Affluence leads to most significant change in cooking habits
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- Figure 26: Selected changing cooking habits, by socio-economic status, region, ACORN group, media usage and supermarket used, 2003
- Influence of selected media
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- Figure 27: Selected changing cooking habits, by media usage, 2003
- Reasons for change
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- Figure 28: Why cooking habits changed, by gender, 2003
- Demand slightly more important than supply
- Health concerns throw up gender differences
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- Figure 29: Top most popular reasons why cooking habits changed, by gender, 2003
- Targeting health messages
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- Figure 30: Major reasons for changed cooking habits, by age, lifestage, presence of children, Mintel’s Special Groups, working status and household size, 2003
- Ideas from TV and printed media find wide acceptance
- Health concerns show an upmarket bias
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- Figure 31: Major reasons for changed cooking habits, by socio-economic status, region, ACORN group, media usage and supermarket used, 2003
- Three catalysts to change
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- Figure 32: Main reasons for change cross-analysed by cooking habits, 2003
- Influence of TV chefs/programmes on cooking habits
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- Figure 33: The influence of TV chefs and cooker programmes on changing cooking habits, 2003
- TV would appear to inspire confidence
- Room for promotion via in-store TV?
- A clear interest in food and cooking
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- Figure 34: Neutral/negative influence of TV cross-analysed by cooking habits, 2003
- Identifying the targets
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- Figure 35: Identifying targets: Consumer typologies, 2003
- Primarily functional attitudes at both ends of the age spectrum
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- Figure 36: Consumer typologies, by gender, age, lifestage, presence of children, Mintel’s Special Groups, working status and household size, 2003
- ABC1s more likely to be receptive to suggestions of change
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- Figure 37: Consumer typologies, by socio-economic status, region, ACORN group, media usage and supermarket used, 2003
- Quality Seekers and Creative Chefs make the best targets
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- Figure 38: Consumer typologies, by main reasons for changed cooking habits, 2003
Sources of Inspiration
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- Recipes for everyday meals
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- Figure 39: Flowchart: Inspiration for everyday meals, by gender, 2003
- Cookbooks provide the greatest inspiration
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- Figure 40: Inspiration for everyday meals, by gender, 2003
- Opportunities for cross-promotion
- Netted results
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- Figure 41: Inspiration for everyday meals, netted results, by gender, age, lifestage, presence of children, Mintel’s Special Groups, working status and household size, 2003
- Men more confident than women with cooking
- Families looking for more variety
- Socio-economic status is key discriminator
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- Figure 42: Inspiration for everyday meals, netted results, by socio-economic status, region, ACORN group, media usage and supermarket used, 2003
- A different approach needed in Scotland
- Assessing levels of influence
- Families and third agers cast the net wide
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- Figure 43: Number of recipe sources for everyday meals, by gender, age, lifestage, presence of children, Mintel’s Special Groups, working status and household size, 2003
- ABs adopt a more structured approach to cooking
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- Figure 44: Number of recipe sources for everyday meals, by socio-economic status, region, ACORN group, media usage and supermarket used, 2003
- Mid-market tabloids provide an ideal vehicle for recipe ideas
- Recipes for special meals
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- Figure 45: Flowchart: Inspiration for everyday meals, by gender, 2003
- Figure 46: Inspiration for special meals, by gender, 2003
- Significant variation in attitudes among men
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- Figure 47: Inspiration for special meals, netted results, by age, lifestage, presence of children, Mintel’s Special Groups, working status and household size, 2003
- Special meals findings broadly similar to everyday meals
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- Figure 48: Inspiration for special meals, netted results, by socio-economic status, region, ACORN group, media usage and supermarket used, 2003
- Everyday and special meals compared
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- Figure 49: Inspiration for recipe ideas, everyday vs special meals, 2003
- Complicated recipes saved for special occasions
- Fewer sources used for special meals
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- Figure 50: Number of recipe sources for everyday vs special meals, 2003
- Assessing primary source of inspiration
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- Figure 51: Single recipe source users for everyday and special meals, by source used, 2003
- Media types – further classification of cooking habits
- Media influence succeeds with families
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- Figure 52: Media types, by age, lifestage, presence of children, Mintel’s Special Groups, working status and household size, 2003
- Figure 53: Media types, by socio-economic status, region, ACORN group, media usage and supermarket used, 2003
Aspirations in Cooking
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- Widespread desire to learn more about cooking
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- Figure 54: Aspirations to change, by gender, 2003
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- Figure 55: Aspirations to change, by cooking habits within gender, 2003
- Most desire at least limited change in their cooking habits
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- Figure 56: Aspirations to change cross-analysed, 2003
- Older cooks are happier with their skills
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- Figure 57: Aspirations to change, by age, lifestage, presence of children, Mintel’s Special Groups, working status and household size, 2003
- Happy with the status quo
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- Figure 58: Aspirations to change, by socio-economic status, region, ACORN group and supermarket used, 2003
- Surfing the Web for inspiration
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- Figure 59: Aspirations to change, by media usage and TV viewing, 2003
- TV programmes clearly influencing aspirations
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- Figure 60: Aspirations to change, by main attitudes towards chefs and TV programmes, 2003
- A warning for cookery programme producers
- Assessing TV influence on target groups
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- Figure 61: Consumer typologies, by main attitudes to chefs and TV programmes, 2003
- Quality Seekers and Creative Chefs comprise key targets
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- Figure 62: Consumer typologies, by main attitudes to chefs and TV programmes, indexed, 2003
- Differences exist between key targets
- Assessing what the multiples should stock
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- Figure 63: Consumer typology similarities, by supermarkets used regularly, 2003
- Food coverage in broadsheets justified
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- Figure 64: Consumer typologies, by media usage and detailed TV viewing, 2003
The Future
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- Cultural influence will continue
- A high degree of openness to new ideas
- TV programmes provide a good fit
- Focus needs to be on Information and ideas
Forecast
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- Scenario 1 – the trends remain the same
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- Figure 65: Forecast of cooking typologies, scenario 1, 2003-09
- Scenario 2 – a more adventurous future
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- Figure 66: Forecast of cooking typologies, scenario 2, 2003-09
- Scenario 3 – greater demand for convenience
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- Figure 67: Forecast of cooking typologies, scenario 3, 2003-09
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