Mealtime Behaviors and Occasions 2004 : Market Research Report

Mealtime Behaviors and Occasions 2004

Published by: Datamonitor

Published: Aug. 24, 2004 - 86 Pages

TABLE OF CONTENTS

CHAPTER 1 EXECUTIVE SUMMARY 3

Hot topic 3

The future decoded 3

Action points 6

CHAPTER 2 THE FUTURE DECODED 14

Introduction 14

Mealtimes continue to fragment 15

Mealtime dissolution is exceeded by snacking growth 15

Breakfast occasions are experiencing the most dissolution 17

Fragmentation is driven by the growth of ‘light meals’ 19

Out-of-home meal and snack consumption is growing 20

Convenience needs and behaviors are ever more complex 30

Convenience is affecting meal preparation and consumption 31

A counter-convenience mentality is emerging 34

Consumers can be classified into three types of “meal preparers” 36

Consumers attach varying importance to health and nutrition 38

The attitude-behavior gap regarding healthy eating is closing 38

Consumers are unwilling to sacrifice sensory appeal for health 39

Health and nutritional needs vary by demographics 40

Health and nutritional needs are becoming more complex 42

Consumers are seeking a growing array of specific health benefits 42

The health stigma of eating between set mealtimes is low 45

Consumers are demanding a health-convenience crossover 45

Consumers are also demanding a health-indulgence crossover 46

Consumers are becoming curious, quality seeking indulgers 47

Sensation and intensity from food consumption is now key 48

Consumers are seeking greater authenticity from food purchases 50

Consumers are unwilling to compromize on taste and quality 51

Consumers increasingly seek foods for their individual needs 55

The notion of ‘having it your way’ is becoming more important 56

Consumer needs vary considerably by time of day 58

Conclusions 59

CHAPTER 3 ACTION POINTS 60

Introduction 60

Target the health and wellness trend in meals and snacks 60

Extend brands with already established health credentials 60

Avoid compromises between health and indulgence 61

Offer more savory nutritious options in impulse channels 63

Develop variants catering to a broad range of health ideals 65

Target consumers’ individualism needs 70

Offer customizable eating/dieting solutions 71

Offer greater variety and interest in single serve formats 72

Develop new offerings that appeal to greater culinary curiosity 73

Target consumers’ growing willingness to trade up 73

Target ‘convenience gourmets’ with high quality solutions 73

Seek to intensify consumers’ consumption experiences 74

Target the light meals occasions and ‘pit-stop’ dining 75

Market products as meal/snack hybrids 75

Market convenient meal solutions as perfect ‘pit-stoppers’ 77

Target increased out-of-home consumption 78

Update packaging for on-the-go occasions 78

Target increased workplace consumption, especially desk dining 79

Explore opportunities in providing innovative foodservice solutions 79

CHAPTER 4 APPENDIX 81

Definitions 81

Research methodology 83

References 83

How to contact experts in your industry 86

LIST OF TABLES

Table 1: The average number of daily and yearly snacking and core mealtime occasions, by country, 2003-2008 16

Table 2: Change in European and US breakfast, lunch and dinner occasions (billions), in-home vs. out-of-home, 2003-2008 20

Table 3: The number of annual in-home and out-of-home breakfast, lunch and dinner occasions, by country, 2003-2008 21

Table 4: The number of annual in-home and out-of-home morning, afternoon and evening snack occasions, by country, 2003-2008 22

Table 5: Change in on-the-move European and US breakfast, lunch and dinner occasions (billions), in-home vs. out-of-home, 2003-2008 23

Table 6: The number and value ($mn) of annual on-the-move breakfast, lunch and evening meal occasions, by country, 2003-2008 24

Table 7: The total number and value (US$bn) of annual on-the-move snacking occasions (millions), by occasion time and country, 2003-2008 25

Table 8: Change in the number of European and US workplace consumption occasions (billions) by daypart 2003-2008 26

Table 9: The total number of workplace eating occasions (millions), by country, 2003-2008 27

Table 10: The value of workplace eating occasions (US$ million), by country, and occasions 2003-2008 28

Table 11: The value (US$ billion) of the European and US foodservice market, by occasion and country, 2003-2008 29

Table 12: Food marketers’ perceptions of the impact of convenience on consumer behavior and product development, 2004 30

Table 13: Hyper-convenience in snacking and cereals 31

Table 14: The effects of convenience before and during eating 31

Table 15: The value and per head expenditure (US$ and € millions) of the European and US prepared meals markets, 2002 33

Table 16: ‘Eat & Go’ mini pizza from Beauvais 34

Table 17: Copenhagen Food Consulting - capitalizing on the convenience and counter-convenience trends simultaneously 35

Table 18: Percentage of consumers who typically behave according to three food related lifestyles, 2003 37

Table 19: Innovative product examples capitalizing on the three food related lifestyles 37

Table 20: Food marketers’ perceptions of the impact of health and wellness on consumer behavior and product development 39

Table 21: Gender related need state analysis - health 40

Table 22: Age related need state analysis - health 41

Table 23: Insights based around the types of health and dietary benefits Europeans and Americans are seeking from meals and snacks 43

Table 24: Food marketers’ perceptions concerning the impact of various health related needs on consumer behavior and product development, 2004 44

Table 25: Innovation in ‘health on-the-go’ 46

Table 26: Ethnic ready meals market value by country (US$m and €m), 2002-2007 48

Table 27: Examples of food concepts satisfying consumers’ need for quality and authenticity 50

Table 28: Food marketers’ perceptions of the impact of indulgence and ‘trading up’ on consumer behavior and product development 52

Table 29: Examples of products appealing to ‘Convenience Gourmets’ 53

Table 30: Product and foodservice examples aligned with ‘trading up’ behaviors associated with quality seeking consumers 54

Table 31: Examples of food products and concepts targeting the individualism trend 57

Table 32: Examples of utilizing healthy and trusted brands to target new markets and occasions 61

Table 33: Industry perceptions on the relative importance of guilt-free indulgence and consumers’ need for taste above health 63

Table 34: Ben & Jerry’s: guilt-free indulgence in ice-cream 63

Table 35: Examples of hot and savory nutrition in convenience channels 64

Table 36: Examples of offering healthier alternatives in convenience channels 64

Table 37: US meal and meal component products targeting low-carb lifestyles 66

Table 38: Examples of European and US snacks and meals providing consumers with nutritional content for specific health needs 70

Table 39: US and European food marketers’ view on the relative importance of individualism related product trends, 2004 71

Table 40: An example of creating appealing single serve meals 72

Table 41: Product examples likely to appeal to ‘convenience gourmets’ 74

Table 42: Meal replacement drinks innovation 77

Table 43: Pit-stop eating solutions: examples of manufacturers targeting the trend towards lighter meals 78

Table 44: Cereality: an innovative example in targeting out-of-home eating 80

Table 45: Definitions used in this report 81

LIST OF FIGURES

Figure 1: A top-line analysis of the major eating occasion trends affecting European and US food consumption 14

Figure 2: Number of skipped core mealtime occasions per person, by country, 2003-2008 18

Figure 3: Age profile of missed breakfast occasions in the US, 2003 18

Figure 4: Health on-the-go: a clash of the ‘health’ and ‘convenience’ mega-trends 45

Figure 5: Guilt-free indulgence: a clash of the ‘comfort’ and ‘health’ mega-trends 47

Figure 6: A top-line analysis of how the ‘sensory’ and ‘homing’ are affecting consumer behaviors 47

Figure 7: The polarization of taste preferences: a clash of the ‘sensory’ and ‘homing’ mega-trends 49

Figure 8: Relative importance of eating need states by daypart, 2004 59

Figure 9: Portable soup: Campbell’s Soup At Hand (US) and Heinz’s Microwaveable Soup (UK) 79

Figure 10: Overview of the location definitions of occasions 82

Figure 11: Defining the on-the-go occasion 82

Abstract

Introduction
Consumers continue to develop more complex eating patterns directly affecting what, when, and where foods are consumed. Mealtime Behaviors and Needs 2004 provides a comprehensive analysis of European and American eating habits, providing the hard numbers on the shifting of traditional meal patterns and digs deep into the consumer insights and needs driving food choices.

Scope
A complete review of European and US eating habits focusing on consumption behaviors, needs and occasions and the impact of consumer mega-trends.
In depth analysis of key meals and snacking consumption occasions eating frequencies and spending, covering the US and Europe.
New product development analysis that highlights how to exploit emerging trends through careful targeting of consumers' need states.
Detailed Action Points pinpointing how to devise effective strategies appealing to the changing attitudes and behaviors of European and US consumers.
Highlights
In the US consumers will skip 14.6 extra meals in 2008 than in 2003. Europeans will skip an extra 12.4 meals in the same time period. As consumers skip meals they are increasingly snacking; in the US there will be 16.2 billion extra snacking occasions in 2008 relative to 2003 compared to 10 billion extra snacking occasions in Europe.

Growth in out-of-home food consumption occasions exceeds that of in-home occasions for both meals and snacks. Foodservice, workplace desk-dining and on-the-move consumption occasions in particular represent profitable opportunities for manufacturers and retailers.

Convenience-based needs are also driving growth in the number of 'pit-stop dining' occasions where consumers seek near instant gratification from easy to prepare meal solutions. However, too much convenience can create feelings of inadequacy. Recognizing three types of cooking lifestyles is crucial in tailoring convenience offerings.

Reasons to Purchase
Access unique meals and snacking consumption occasion data, segmented by value, location and country.
Increase profitability by identifying the fastest growing markets and occasions and targeting them through need state led new product development.
Improve your marketing by understanding the latest consumer mega-trends to influence European and US consumers' eating habits.

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Mealtime Behaviors and Occasions 2004

Table of Contents

Abstract