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New Impulse Consumption OccasionsPublished by: Datamonitor Published: Apr. 16, 2004 - 97 Pages Table of ContentsTABLE OF CONTENTS CHAPTER 1 EXECUTIVE SUMMARY 3 Hot topic 3 The future decoded 3 Action points 6 CHAPTER 2 THE FUTURE DECODED 15 Introduction 15 Important definitions and report coverage 15 Trends in consumer snacking and drinking occasions 17 Impulse and snacking markets continue to experience growth 18 More snacking is fueling the growth of eating occasions 19 The number of non-alcoholic drinks occasions is increasing 26 Snacking out-of-home is growing more than in-home snacking 27 ‘On-the-go’ snacking and drinking occasions are increasing 30 Consumers are increasingly using impulse channels 32 An analysis of changing consumer needs and behaviors 34 Snacking is influenced by stress, boredom and time of year 35 Consumers are increasingly resorting to ‘whimsical consumption’ 38 Age and gender have a huge impact upon snacking preferences 39 Snacking is often time specific and varies by weekday 43 Consumer purchases are often combination orientated 44 Mega-trends affecting snacking and beverage consumption 45 Consumers increasingly demand healthy snacks and beverages 46 Snacks and drinks consumers continue to indulge and ‘trade-up’ 51 Traditional flavors and packs offer comfort and security 55 Consumers use food and drinks to facilitate social connections 57 Consumers need convenience and simplicity in snacks and drinks 59 Conclusions 61 Avoid category myopia: adopt a broad view to competitor tracking 61 Occasion is king: focussing on new occasions will be crucial 61 Successful innovations must focus on two or more mega-trends 62 CHAPTER 3 ACTION POINTS 64 Introduction 64 Prioritize targeting efforts towards consumer occasions 64 Seek out new occasion opportunities to increase volume sales 64 Position products against defined occasions 66 Target stress-driven occasions 67 Act upon consumers’ growing health and guilt concerns 68 Promote impulse snacking as a positive part of daily nutrition 68 Focus on reducing calories, fat, salt, and sugar content 69 Target women specifically without alienating male consumers 72 Target consumers’ unmet health need states on-the-go 73 Target health-on-the-go by building presence in specific channels 74 Avoid compromises between health and indulgence 75 Target healthy-lifestyle venues for sampling 76 Offer positive nutrition by incorporating functional ingredients 76 Extend the appeal of existing healthy adult brands to kids 79 Pursue opportunities in natural, organic and low-carb products 79 Target the growing trend for light meals 81 Adopt experiential marketing to leverage sensory appeal 82 Place greater emphasis on emotional benefits 83 Use exotic, indulgent and experiential flavors and ingredients 84 Develop broad product portfolios catering for fragmented tastes 85 Make use of innovative sensory cues 86 Capitalize on consumer tendencies to trade-up 87 Create innovative shapes/formats that enhance taste experiences 87 Target the convenience and simplicity need states 88 Develop packaging formats facilitating on-the-go consumption 88 Offer ‘hyper-convenience’ by combining ingredients and flavors 89 Help consumers organize food and drinks bought for the home 90 CHAPTER 4 APPENDIX 91 Supplementary data 91 Definitions 94 Research methodology 95 Bibliography 95 How to contact experts in your industry 97 LIST OF TABLES Table 1: Key characteristics differentiating impulse and planned food purchase occasions 15 Table 2: The size and growth of snacking food markets, by country, 1998-2008 (US$bn and €bn) 18 Table 3: The size and growth of soft and hot drinks markets, by country, 1998-2008 (US$bn and €bn) 19 Table 4: The average number of daily and yearly eating occasions, by country, 2003-2008 20 Table 5: The average number of daily and yearly core mealtime eating occasions, by country, 2003-2008 21 Table 6: The average number of daily and yearly snacking occasions, by country, 2003-2008 23 Table 7: Percentage of snacking/impulse eating occasions, 2003-2008 24 Table 8: The value and average number of daily European and US snack occasions, by occasion, per person, by country, 2003-2008 25 Table 9: The average number of daily and yearly non-alcoholic drinking occasions, by country, 2003-2008 26 Table 10: The total number of annual at-home and out-of-home food snacking occasions (billions), by country, 2003-2008 27 Table 11: The percentage of European and US out-of-home versus in-home food snacking occasions, by country, 2003-2008 28 Table 12: The number of annual at-home and out-of-home morning, afternoon and evening snack occasions, by country, 2003-2008 29 Table 13: Total annual European and US morning, afternoon and evening snacking on-the-go occasions, 2003-2008 30 Table 14: The total number and value of annual on-the-go snacking occasions (millions), by occasion time and country, 2003-2008 31 Table 15: Number of annual and per person non-alcoholic on-the-go drinking occasions, by country, 2003-08 32 Table 16: Vending machine count by country, 1999-2003 33 Table 17: Growth forecast of the convenience store performance matrix (%) by country, 2007 34 Table 18: Average number of per head morning, afternoon and evening drinks occasions by country, 2003 41 Table 19: Snacking needs and motivations by gender 42 Table 20: Percent distribution of US and European snacking occasions, at different time intervals, 2003 44 Table 21: Healthy food and drink occasions on-the-go by daypart in Europe (millions of occasions), 2003-2008 48 Table 22: The varying importance of two key snacking and beverage needs - indulgence and performance boost - by daypart, 2004 49 Table 23: Gender differences in approach to healthy eating 49 Table 24: Attitudes of ‘occasional’ and ‘non-buyers’ of natural and organic goods towards buying more products if pricing issues were removed from the purchase evaluation, by category, 2003 51 Table 25: P&G: An example of helping to create the at-home on-trade experience 54 Table 26: European and US consumer attitudes concerning new and exotic flavors in snacks and drinks, 2004 57 Table 27: Examples of packaging simplicity in snacks and smoothies 60 Table 28: Very Italiano Vending machines - further blurring the boundaries of meals and snacks 61 Table 29: Examples of reducing salt and sugar from product offerings 70 Table 30: Helping consumers make more informed healthy snack purchases - the US Smart Snack ribbon 71 Table 31: Harvest Bay Snacks: capitalizing on new health orientated production techniques 71 Table 32: European, Asian and North American examples of impulse products offering beauty benefits 78 Table 33: Innovative US food and drink launches targeting growing consumer health concerns 81 Table 34: Ready-to-consume (RTC) drinks innovation 82 Table 35: Examples of food and drink innovation capitalizing on the desire for more taste and sensory experiences 84 Table 36: Developing new product shapes and formats to enhance the sensory taste appeal of snacks 88 Table 37: Drinks packaging facilitating on-the-go consumerism 89 Table 38: Hyper-convenience in snacking - Top Foods Double Dippers 90 Table 39: Examples of food and drinks manufacturers helping consumers organise food and drinks brought for the home 90 Table 40: The size and growth of overall confectionery markets attributable to snacking occasions, by country (US$bn and €bn), 1998-2008 91 Table 41: The size and growth of European and US dairy markets attributable to snacking (US$bn and €bn), 1998-2008 91 Table 42: The size and growth of overall bagged snack markets attributable to snacking occasions, by country (US$bn and €bn), 1998-2008 92 Table 43: The size and growth of European and US fruit and vegetable markets attributable to snacking (US$bn and €bn), 1998-2008 92 Table 44: The size and growth of the overall soft drink markets, by country (US$bn and €bn), 1998-2008 93 Table 45: The size and growth of European and US bakery markets attributable to snacking occasions (US$bn and €bn), 1998-2008 93 Table 46: Definitions used in this report 94 LIST OF FIGURES Figure 1: Historic and future perspectives of eating: the impact of increasing snacking occasions and associated food intake 22 Figure 2: Stressful activities, split by DASS stress levels 36 Figure 3: An analysis of core snacking and drinks need states by age 40 Figure 4: Percentage of European and US snacking occasions which also involve consumption of a beverage, 2004 45 AbstractReasons to PurchaseAccess unique snacking and non-alcoholic drinks consumption occasion data, segmented by value, location and country Develop new valuable occasions and capitalize upon the latest consumer trends through need state led new product development Improve your marketing by understanding the latest consumer mega-trends to influence European and US snacking and beverage consumer behavior Scope A comprehensive analysis of morning, afternoon and evening snacking and non-alcoholic drinking occasions, by location, covering the US and Europe In-depth analysis of why changes are taking place in snacking and beverage markets and what consumer trends are influencing this Action Points pinpointing how to devise effective marketing strategies appealing to the changing attitudes and behaviors of European and US consumers New product development analysis highlighting how to exploit emerging trends through careful targeting of consumers' need states Introduction As consumers continue to snack at new times and locations, new opportunities are being created for impulse products. By 2008 snacks will account for 41% of eating occasions in Europe and 45% in the US. The number of drinks occasions is also increasing across the US and Europe. In the future it will be essential for products to account for these trends to maintain their competitive position. Report Highlights The average number of eating occasions per person per year is set to rise in both the US and Europe. For example, by 2008 the average American will eat nearly 5 times a day by 2008. But the key to targeting this is knowing which occasions to target. For example, did you know that snacking in the afternoon is the fastest growing part of the market? A similar situation exists in non-alcoholic drinks, where the number of times the average American drinks is 24% greater than that of the average European. Again targeting the right area is crucial. For example, the number of "on-the-go" drinking occasions is growing faster than the number of drinking occasions overall. Across both snacks and non-alcoholic drinking consumers are seeking to trade up both to higher quality food and drinks and products with more exciting flavors. But people are not necessarily prepared to go to extreme or very strong flavors the first time. Often people "work their way up" to stronger flavors over time. Get Full Details About This Report >> |
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