Healthy Eating - Ireland

Published by: Mintel International Group Ltd.

Published: Sep. 1, 2009 - 115 Pages

Table of Contents

ISSUES IN THE MARKET

Key themes

Definition

Consumer findings in this report

Abbreviations

MARKET IN BRIEF

Taking a healthier approach to eating out

Slowdown in Ireland’s foodservice market growth

Growing preference to stay in

Eating out seen more as a treat

Healthy eating in fast food restaurants

INTERNAL MARKET ENVIRONMENT

Key points

The staying in threat

The impact of the recession on spending habits

Figure 1: Agreement with statements relating to how consumers have been affected by the credit crunch, RoI and NI, May 2009

Choosing a quiet night in is on the rise

Figure 2: Consumer agreement with the statement ‘I prefer a quiet evening at home than going out’, RoI and NI, 2003-08

Time to indulge in the evening

I’ll make up for it tomorrow

The gender divide

Figure 3: Consumer agreement to statement ‘Most of the time I’m trying to lose weight’, by gender, RoI and NI, 2007 and 2008

Importance of lunchtime trade - targeting the health-conscious market

Figure 4: Percentage of consumers who have eaten out in the last 12 months, and if they have their main meal at lunchtime or in the evening time, RoI and NI, 2003-08

Health issues

Health impact on consumer and food sector

Strong views on health

Government and media influence

Health-drive revolution

The calorie count

Building alliances

BROADER MARKET ENVIRONMENT

Key points

Money considerations

Figure 5: Economic outlook, NI and RoI, 2008-10

How will gender trends impact the market?

Figure 6: Population, by gender, RoI and NI, 2003-20

How will age impact the market?

Figure 7: Population projections, by age group, RoI and NI, 2006-26

Smaller households

Figure 8: Average size of households, RoI and NI, 1971-2007

STRENGTHS AND WEAKNESSES

Strengths

Weaknesses

COMPETITIVE CONTEXT

Key points

Chinese takeaway vs supermarket alternative

Figure 9: Comparison of a Chinese takeaway meal vs alternative supermarket meal version, 2009

Supermarket pizza proves most competitive

Figure 10: Comparison of a takeaway pizza vs alternative supermarket meal version, 2009

MARKET OVERVIEW

Key points

Growth in Ireland’s foodservice sector

Figure 11: Foodservice market size and forecast, all-Ireland, RoI and NI, 2003-13

New customers for NI foodservice market

Segment performance

Figure 12: Foodservice value of purchases (VOP) according to sector, all-Ireland, 2004-09

SPOTLIGHT ON FAST FOOD RESTAURANTS AND TAKEAWAY FOOD

Key points

Penetration trends

Understanding the takeaway target market

Understanding the fast food restaurant target market

Brand initiatives - takeaway food

Brand initiatives - fast food restaurants

Current developments (2009)

Spotlight on McDonald’s

How has healthy eating evolved?

SPOTLIGHT ON COFFEE SHOPS AND SANDWICH BARS

Key points

Penetration trends

Understanding the target market

Brand initiatives

Starbucks

O’Briens

Doorsteps Gourmet Sandwiches (NI)

Spotlight on Subway

How has healthy eating evolved?

SPOTLIGHT ON RESTAURANTS

Key points

Penetration trends

Figure 13: Percentage of consumers who have visited a restaurant in last 12 months, by daytime, RoI and NI, 2003 and 2008

Greater rise in nighttime diners in NI

Figure 14: Percentage of consumers who have visited a restaurant during the day and in the evening within the last 12 months, by frequency, RoI and NI, 2003 and 2008

Understanding the target market

Brand initiatives

Spotlight on Sushi King (RoI)

Healthy ranges

How has healthy eating evolved?

COMPANIES AND BRANDS

Key points

FAST FOOD RESTAURANTS

SpudUlike

COFFEE SHOP AND SANDWICH BAR

O’Briens Sandwich Bars

RESTAURANT

Brooklodge and Wells Spa - Strawberry Tree Restaurant

TAKEAWAY

Smoothie Fresh

HEALTH CONSIDERATIONS WHEN EATING OUTSIDE THE HOME

Key points

Importance of foodservice sector to Irish lifestyles

Figure 15: Consumers' foodservice preference, by type of outlet, RoI and NI, 2003-08

Rise in number of medium diners to restaurants during the evening

Compromise on health but not surroundings

Rise in number of heavy users of takeaway foods

Figure 16: Consumer frequency to visit takeaway food outlet, RoI and NI, 2003 and 2008

Limiting visits to fast food restaurants

Figure 17: Consumer frequency to visit fast food restaurant, RoI and NI, 2003 and 2008

Health vs type of foodservice outlet

Figure 18: Percentage of consumers who have eaten or visited a foodservice establishment in the last year, in relation to health attitudes and behaviour, RoI and NI, 2008

Facing facts

Health focus

Time pressures increase demand for fast food

HOW IMPORTANT IS HAVING A HEALTHY MENU OPTION?

Key points

Which menu options are most important?

Figure 19: Factors which are most important to consumers when choosing a venue for a night out with friends/partner from a food perspective, RoI and NI, June 2008

Who demands healthy options?

Figure 20: Percentage of consumers who stated that a healthy meal option was important on a menu, by gender, age and presence of children, RoI, June 2008

Figure 21: Percentage of consumers who stated that a healthy meal option was important on a menu, by gender, age and presence of children, NI, June 2008

Work/life balance

Figure 22: Percentage of consumers who stated that a healthy meal option was important on a menu, by working status, RoI and NI, June 2008

APPENDIX

Internal Market Environment

Eating out at lunchtime

Figure 23: Eating out at lunchtime, by demographic breakdown, RoI and NI, 2008

Figure 24: Main meal lunchtime, by demographic breakdown, RoI and NI, 2008

Figure 25: Main meal in the evening, by demographic breakdown, RoI and NI, 2008

Figure 26: Consumer response to statement ‘I prefer a quiet evening at home than going out’, by demographic breakdown, RoI and NI, 2008

Figure 27: Consumer response to statement ‘I am eating more healthy food than I have in the past’, by demographic breakdown, NI and RoI, 2008

Figure 28: Consumer response to statement ‘I should do more about my health’, by demographic breakdown, NI and RoI, 2008

Figure 29: Consumer response to statement ‘I consider my diet to be very healthy’, by demographic breakdown, NI and RoI, 2008

Figure 30: Consumer response to statement ‘I think all fast food is junk’, by demographic breakdown, NI and RoI, 2008

Broader market environment

Figure 31: Summary of Insolvent liquidations, high court liquidations, receiverships and examinerships, by industry, January-June 2009

Spotlight on takeaway foods

Figure 32: Takeaway food eaten in last 12 months, by demographic breakdown, RoI and NI, 2008

Figure 33: Takeaway food (frequency: heavy users), by demographic breakdown, RoI and NI, 2008

Figure 34: Takeaway food (frequency: medium users), by demographic breakdown, RoI and NI, 2008

Figure 35: Takeaway food (frequency: light users), by demographic breakdown, RoI and NI, 2008

Spotlight on fast food restaurants

Figure 36: Fast food restaurants eaten at in last 12 months, by demographic breakdown, RoI and NI, 2008

Figure 37: Fast food restaurants (frequency: heavy users), by demographic breakdown, RoI and NI, 2008

Figure 38: Fast food restaurants (frequency: medium users), by demographic breakdown, RoI and NI, 2008

Figure 39: Fast food restaurants (frequency: light users), by demographic breakdown, RoI and NI, 2008

Spotlight on coffee shops and sandwich bars

Figure 40: Coffee shops and sandwich bars visited in last 12 months, by demographic breakdown, RoI and NI, 2008

Figure 41: Coffee shops and sandwich bars visited in last 12 months - coffee shops, by demographic breakdown, RoI and NI, 2008

Figure 42: Coffee shops and sandwich bars visited in last 12 months - sandwich bars, by demographic breakdown, RoI and NI, 2008

Coffee shops

Figure 43: Coffee shops and sandwich bars (coffee shops - frequency: heavy users), by demographic breakdown, RoI and NI, 2008

Figure 44: Coffee shops and sandwich bars (coffee shops - frequency: medium users), by demographic breakdown, RoI and NI, 2008

Figure 45: Coffee shops and sandwich bars (coffee shops - frequency: light users), by demographic breakdown, RoI and NI, 2008

Sandwich bars

Figure 46: Coffee shops and sandwich bars (sandwich bars - frequency: heavy users), by demographic breakdown, RoI and NI, 2008

Figure 47: Coffee shops and sandwich bars (sandwich bars - frequency: medium users), by demographic breakdown, RoI and NI, 2008

Figure 48: Coffee shops and sandwich bars (sandwich bars - frequency: light users), by demographic breakdown, RoI and NI, 2008

Spotlight on restaurants - day

Figure 49: Restaurants used in last 12 months - day, by demographic breakdown, RoI and NI, 2008

Figure 50: Restaurants (frequency: heavy users - day), by demographic breakdown, RoI and NI, 2008

Figure 51: Restaurants (frequency: medium users - day), by demographic breakdown, RoI and NI, 2008

Figure 52: Restaurants (frequency: light users - day), by demographic breakdown, RoI and NI, 2008

Spotlight on restaurants - evening

Figure 53: Restaurants used in last 12 months - evening, by demographic breakdown, RoI and NI, 2008

Figure 54: Restaurants (frequency: medium users - evening), by demographic breakdown, RoI and NI, 2008

Figure 55: Restaurants (frequency: light users - evening), by demographic breakdown, RoI and NI, 2008

Competitive context

Which? Guideline daily amounts

M&S Plan A

Health considerations when eating outside the home

Figure 56: Consumers foodservice preference, by type of outlet, RoI and NI, 2003-08

Figure 57: Percentage of consumers who agree with the statement ‘I should do more about my health’, by foodservice establishment, RoI and NI, 2008

Figure 58: Percentage of consumers who agree with the statement ‘Most of the time I’m trying to lose weight’, by foodservice establishment, RoI and NI, 2008

Figure 59: Percentage of consumers who agree with the statement ‘Because of my busy lifestyle, I don’t take care of myself as well as I should’, by foodservice establishment, RoI and NI, 2008

How important is having a healthy menu option?

RoI

Figure 60: When choosing a venue for a night out with friends/partner, which of the following do you consider most important from a food perspective, by demographic breakdown, RoI, 2008

Figure 61: When choosing a venue for a night out with friends/partner, which of the following do you consider most important from a food perspective, by demographic breakdown, RoI, 2008

Figure 62: When choosing a venue for a night out with friends/partner, which of the following do you consider most important from a food perspective, by demographic breakdown, RoI, 2008

NI

Figure 63: When choosing a venue for a night out with friends/partner, which of the following do you consider most important from a food perspective, by demographic breakdown, NI, 2008

Figure 64: When choosing a venue for a night out with friends/partner, which of the following do you consider most important from a food perspective, by demographic breakdown, NI, 2008

APPENDIX: RESEARCH METHODOLOGY

Abstract

How has the Healthy Eating offer evolved in foodservice?

Mintel’s commissioned research (Millward Brown, January 2009) revealed that only around one in ten Irish consumers don’t care about healthy eating when on holiday, suggesting that the majority do. This then implies that even when on holiday, consumers will not forgo their diets altogether.

Tourism websites, such as Good Food Ireland, could provide a food map showcasing healthy menu options at destinations around Ireland. This would allow tourists to sample a taste of Irish culture without having to compromise on their healthy eating ethos.

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