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The Future Of Mealtimes

DateJun, 2005
Pages69

€4 556 

Report Information | Custom-Tailored Research | Product Trade Lead


Abstract:

Introduction
 
Consumers' mealtime occasions are changing as new priorities and work patterns emerge. ``Flexi-eating`` is becoming more common as consumers base their mealtimes around their lifestyles rather than having structured mealtimes. Mealtimes are becoming more fragmented, informal and less important to consumers as other activities take priority
 

 
Scope
 
Comprehensive analysis of trends in consumer behavior and the subsequent impact of these changes have on mealtime occasions in Europe and the US
 
In-depth quantitative and qualitative analysis of mealtime occasions to reveal the most profitable consumer groups for manufacturers to target
 
Extensive discussion of best practice NPD and marketing campaigns that have successfully targeted changing mealtime occasions
 
Detailed action points explaining how to effectively position a brand to maximize sales in meal and snack categories
 
Highlights
 
In Europe and the US, the total number of missed occasions per person per year is forecast to grow by 2.0% and 2.3% respectively over the next five years. Consumers' hectic lifestyles are driving this trend as traditional mealtimes are becoming unstructured, informal and less important to consumers.
 

 
Datamonitor's 2005 consumer survey revealed that only 12% of consumers rated ``convenience`` as the most important factor in their purchase decision. ``Taste`` was considered to be the most important factor by 56% of consumers and 36% rated ``health`` as number one. Thus, manufacturers need to provide quality and health in addition to convenience.
 

 
Consumers have become more demanding and are seeking products that provide them with an experience in addition to basic nourishment at mealtime. Consumers are seeking to derive not only functional but also emotional benefits from the products they consume; for example, those that not only ``do good`` but also make you ``feel good``.
 

 
Reasons to Purchase
 
Understand changing mealtime occasions and how to target emerging, untapped consumer behaviors
 
Improve your marketing by understanding the latest consumer trends to influence European and US consumers' eating habits
 
Learn how to tailor your NPD and marketing campaigns to more accurately target profitable mealtime occasions.




Table of contents:
 TABLE OF CONTENTS
 
CHAPTER 1 EXECUTIVE SUMMARY 3
 
Hot topic 3
 
The future decoded 3
 
Convenient solutions alone are not enough 3
 
Consumers seek intense experiences at mealtime occasions 4
 
Modern consumers are seeking more authentic foods 5
 
Action points 5
 
CHAPTER 2 THE FUTURE DECODED 13
 
Introduction 13
 
TREND: Traditional mealtimes are becoming more informal and fragmented 13
 
Consumers are missing more meals than previously 14
 
Traditional mealtimes are no longer a main event of the day 17
 
There has been a decline in traditional family mealtimes 19
 
Consumers are snacking more in-between meals 20
 
TREND: Consumers are moving away from eating three square meals a day 21
 
Actual mealtime behaviors are increasingly showing snack-like tendencies 22
 
Consumers are opting for more filling snacks to compensate for smaller or skipped main meals 23
 
TREND: Rise in the number of out-of-home occasions 24
 
There is a growing number of foodservice occasions 24
 
On-the-go consumption occasions are rising 25
 
Workplace consumption is growing in popularity 26
 
INSIGHT: Convenience is becoming more important to consumers but alone it is not enough 27
 
The desire for convenience is changing mealtime behaviors 27
 
Emerging consumer behaviors are changing mealtime occasions 28
 
Convenience alone is not enough to command a price premium 29
 
INSIGHT: Consumers’ mealtimes are increasingly influenced by health concerns 30
 
Modern consumers are becoming more aware of health concerns 30
 
The healthy eating attitude-behavior gap is closing 31
 
INSIGHT: Changing consumer need states are influencing mealtime occasions 36
 
Consumers are becoming more aware of their stress levels 36
 
The desire to alleviate stress impacts traditional mealtimes 36
 
INSIGHT: ‘Sensory’ and ‘homing’ trends drive impulse needs 37
 
Consumers seek intense experiences at mealtime occasions 38
 
Modern consumers are seeking more authentic foods 39
 
Consumers are seeking higher quality premium meals 41
 
Consumers perceive sensory benefits to be the most influential factor in their purchase decision 42
 
INSIGHT: Individualism is affecting mealtime occasions 43
 
CHAPTER 3 ACTION POINTS 45
 
ACTION: Target consumers’ desire for premium meals 45
 
Develop products to appeal to consumers’ tendency to trade up 45
 
Express quality as a core brand value 48
 
ACTION: Adopt experimental marketing to leverage sensory appeal 49
 
Bring brands to life through experiential campaigns 49
 
Encourage consumers to experiment with new products 50
 
ACTION: Target consumers’ desire for healthier meals 52
 
Build trust by demonstrating a long-term commitment to health 52
 
Provide consumers with information to help them make informed choices 55
 
Clearly display the most important nutritional information on the packaging 56
 
Target healthy on-the-go opportunities by extending trusted brands 58
 
ACTION: Use coolness to promote healthy eating brands 59
 
Focus on creating a cool image to show healthy products in a positive light 59
 
ACTION: Adapt products and introduce new innovations for on-the-go eating 60
 
ACTION: Target consumers’ growing desire for lighter meals and larger snacks 62
 
Target consumers with hot food for an improved experience 63
 
There is a demand among today’s consumers for liquid nutrition 64
 
ACTION: Link with brands to co-promote the products and develop awareness 65
 
Forge links with retail outlets to boost product visibility 65
 
Use a branded ingredient within a branded meal 65
 
ACTION: Target consumers’ emerging convenience needs with meal kits 65
 
CHAPTER 4 APPENDIX 67
 
Definitions 67
 
Research methodology 67
 
References 68
 
News Sources 68
 
Industry Sources 68
 
Government Sources 68
 
How to contact experts in your industry 69
 

 

 
LIST OF TABLES
 
Table 1: Number of missed occasions per person per year and CAGR, by occasion in Europe and the US, 2004 - 2009 16
 
Table 2: The number of main meal and snacking occasions (billions) in Europe and the US, 2004-2009 21
 
Table 3: The number and percentage of light Breakfast, Lunch and Dinner occasions (billions), by occasion and country, 2004-2009 22
 
Table 4: The number and percentage of European and US in-between mealtime occasions that are light meals (billions), by daypart, 2004-2009 23
 
Table 5: Number of food and drink foodservice (profit sector) transactions, by country (billions), 2004-2009 25
 
Table 6: Change in on-the-move European and US meal and snack occasions (CAGR), 2004 - 2009 26
 
Table 7: Change in workplace consumption occasions in Europe and the US (CAGR), 2004 - 2009 27
 
Table 8: Definitions used in this report 67
 

 

 
LIST OF FIGURES
 
Figure 1: Mealtime occasions are changing in Europe and the US 3
 
Figure 2: Mealtime occasions are changing in Europe and the US 13
 
Figure 3: Breakfast is the most missed meal occasion in Europe while Lunch is the most missed in the US 17
 
Figure 4: Time-saving products are important to consumers in Europe and the US 28
 
Figure 5: Consumers are generally not prepared to pay a price premium for time-saving products 30
 
Figure 6: European consumer attitudes and behavior towards health, 2004 32
 
Figure 7: Consumers’ changing attitudes towards health over time 34
 
Figure 8: Manufacturers targeting consumers’ mealtimes with specific health benefits 35
 
Figure 9: Sensory and homing mega-trends have a big impact on consumers’ mealtime occasions and purchasing behavior 38
 
Figure 10: There is an attitude-behavior gap in cooking “inspiring meals for your family” 41
 
Figure 11: Consumers seek customized products and have increased their purchase over the past year 43
 
Figure 12: Examples of premium food offerings in Europe and the US 47
 
Figure 13: Examples of manufacturers creating an authentic / homemade image for their brands 49
 
Figure 14: The different levels of experiential marketing can be used to capitalize on the sensory mega-trend 50
 
Figure 15: Warburtons have extended their range of bread to include more “exotic” variations 51
 
Figure 16: Walkers have recently undergone a revamp to develop a healthier brand image 53
 
Figure 17: Au Bon Pain uses innovative interactive technology to help consumers make more informed decisions when eating out 56
 
Figure 18: Manufacturers are altering their labeling to clearly display nutritional content 57
 
Figure 19: Trusted healthy brands can extend their range to target new occasions 58
 
Figure 20: Examples of making healthy eating irreverent, cool and fun 59
 
Figure 21: Packaging that facilitates on-the-go consumption 60
 
Figure 22: Packaging that facilitates on-the-go consumption 61
 
Figure 23: Manufacturers targeting consumers with convenient hot food 63
 
Figure 24: Liquid nutrition offerings have become more popular in recent years 64
 

 




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