Dinnertime Occasions: Winning Share of Stomach

Published by: Datamonitor

Published: Dec. 19, 2008 - 27 Pages

Table of Contents

Overview

Catalyst

Summary

Table of Contents

Table of figures

Table of tables

THE FUTURE DECODED

Introduction: Consumers' traditional dinnertime behaviors are being reshaped

TREND: The number of dinner occasions is declining

European consumers are skipping dinner more frequently than US consumers

Time-sensitivity is impinging on the traditional dinnertime

The recessionary environment may have a noticeable impact on dinner behaviors

Key takeouts and implications: dinner remains central to consumers' daily meal behaviors but is increasingly time-pressured like breakfast and lunch occasions

TREND: Consumers are increasingly eating dinner out of the home

The majority of dinner time occasions still take place in the home

Third place dinner occasions are becoming more popular

On-the-move and at work occasions are gaining share in the evening, echoing the trends at other mealtimes

Key takeouts and implications: foodservice stands to gain from consumers' eating out behaviors but home-based dinners remain the ideal

INSIGHT: Males and younger adults show the highest rates of dinner skipping

Males have a greater propensity to skip dinner

Teenagers and young adults are most likely to skip dinner

Aging populations will lead to more consistent dinner consumption habits

Seniors tend to balance convenience and comfort in their food preparation behaviors

Key takeouts and implications: marketers must research and understand demographic shifts and differing needs to tap into the market's hot spots

INSIGHT: Contradictory habits define evening meal occasions

Consumers are aiming to re-connect with family and friends over a freshly prepared meal

Consumers value the authenticity and comfort cues of traditional or home-style foods

Scratch cooking of the evening meal is still very common across all countries

Socializing in the home is influencing the nature of dinner occasions

Entertaining at home has a widening audience, particularly amongst younger consumers

Dinner time occasions are becoming less formal, as time-pressured consumers seek out quick and easy meals

Key takeouts and implications: strong potential sales lie where consumers' diverse motivations intersect

INSIGHT: Health concerns have a growing influence on dinner occasions

Consumers are more likely to sacrifice health for indulgence in the evening

Evening snacking behaviors can be adjusted to increase healthiness

Dinner time occasions are becoming more health oriented

The rise of light meals is driven by the dual benefits of convenience and health

Parents are using dinner time occasions to address their children's eating habits

Key takeouts and implications: help consumers manage their daily health needs with emphasis on the pivotal role of dinner

ACTION POINTS

ACTION: Market products that satisfy comfort cues with added convenience

ACTION: Target evening social consumption occasions

Expand online ordering opportunities for party hosts and individual consumers

Products that emphasize sharing have added value for social consumers

ACTION: Respond to health needs with nutritionally balanced meal offerings and healthy snacks

Portion control offerings for evening consumption offer a tangible health strategy for consumers

ACTION: Use focused demographic targeting to maximize product appeal

APPENDIX

Methodology

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: The number of per capita dinner occasions versus skipped dinner occasions, Europe, the US, Australia and New Zealand, 2007-2012

Table 2: Consumer survey: the frequency of skipping an evening meal, in 15 countries across Europe, Asia Pacific, South America and the US, 2008

Table 3: The number of per capita dinner occasions, by location of consumption, Europe, the US, Australia and New Zealand, 2007-2012

Table 4: Consumer survey: Frequency of eating a sit-down meal in a full service restaurant, in 15 countries across Europe, Asia Pacific, South America and the US, 2008

Table 5: The number of per capita dinner occasions, by location of consumption, by GENDER, Europe, the US, Australia and New Zealand, 2007-2012

Table 6: Number of skipped dinner occasions per capita, by age group, Europe, US, Australia and New Zealand, 2007

Table 7: Consumer survey: Degree of influence upon choice of food and beverage products by the ability to share products with friends or family, in 15 countries across Europe, Asia Pacific, South America and the US, 2008

Table 8: Consumer survey: degree of appeal of food and drink marketed as authentic, home-made or original, in 15 countries across Europe, Asia Pacific, South America and the US, 2008

Table 9: Consumer survey: Frequency of cooking an evening meal at home from scratch, in 15 countries across Europe, Asia Pacific, South America and the US, 2008

Table 10: Consumer survey: frequency of entertaining friends or family at home (for a meal, drinks or party) in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008

Table 11: Consumer survey: Frequency of eating a takeaway meal in the home, in 15 countries across Europe, Asia Pacific, South America and the US, 2008

Table 12: Consumer survey: frequency of preparing a main meal in the home that predominantly involves microwaving, in 15 countries across Europe, Asia Pacific, South America and the US, 2008

Table 13: Consumer survey: Frequency of snacking on food in the evening, in 15 countries across Europe, Asia Pacific, South America and the US, 2008

List of Figures

Figure 1: A variety of factors are reshaping consumers' dinnertime behaviors

Figure 2: US consumers view dinner as the second-most important meal occasion of the day from a health perspectiive

Figure 3: Sainsbury's Super Naturals ready meals offer convenient, healthy solutions with strong indulgent credentials

Figure 4: Case Study: Purely American Foods' Slow Cooker Gourmet meal kits

Figure 5: Case Study: Sainsbury's In-store Deli Party Platter service offers party hosts extensive menu options and local store availability at private consumer-friendly price points

Figure 6: Case Study: Room Service takes online meal ordering into premiumized territory

Abstract

• Comprehensive analysis of trends in consumer behavior and the impact of these on evening meal occasions in Europe, the US, Brazil and Asia-Pacific.
• In-depth quantitative and qualitative analysis of evening meal behavior to reveal the most profitable consumer groups and occasion types to target.
• Detailed action points offering practical strategies based on the trends and insights analyzed in the report.
• Covers France, Germany, Italy, Netherlands, Spain, Sweden, UK, US, Australia, New Zealand, Japan, South Korea, China, India, Brazil and Russia.

• Learn why dinners are being skipped, where and in what form they are being consumed, and what consumer dinner priorities should be actively targeted
• Use the latest evidence based insights to launch and reposition products, ensuring they are successfully aligned with consumers' dinner behavior
• Access a blend of quantitative and qualitative data illustrating consumer attitudes, actual consumption and best-practice marketing across the globe

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