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Main Government and Public Sector Social Studies Everyday Self Indulgences 2004
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Everyday Self Indulgences 2004

DateDec, 2004
Pages84
Price / format$5695 / Online Download
$11390 / Global Site License

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Abstract:
 Introduction
Consumers have adopted a mindset whereby they need little impetus to self indulge; something reflected by the growing number and value of treating occasions in both Europe and the US. Everyday Self Indulgences 2004 offers a comprehensive analysis of European and American consumers' food and drink 'treating' behavior by providing insightful data segmented by category, age, gender and country.

Scope
A complete review of European and US consumers' impulse and alcoholic drink treating habits.
In-depth analysis of age and gender variances in treating consumption frequencies.
New product development analysis that highlights how to exploit emerging trends through careful targeting of consumer need states.
Detailed Action Points pinpointing how to effectively target the growing number and value of treating occasions.
Highlights
The number of food and drink treating occasions in Europe and the US combined is forecast to increase from 588.9bn in 2003 to 663.2bn in 2008. The propensity to treat is higher in Europe than in the US, something also reflected by industry opinion in the respective regions.

The combined value of treating in Europe and the US is forecast to increase from US$334.5bn in 2003 to US$379.4bn in 2008. This is driven by both a growing number of occasions and the fact that consumers are increasingly 'trading up' and seeking more exotic premium variants to act as 'antidotes to reality'.

Rising sophistication means that consumers are searching for more authentic and detailed experiences. Details related to a products presentation and productions are ever more important as consumers actively seek evidence of atisanal, home-made quality.

Reasons to Purchase
Access unique European and American consumer 'treating' consumption occasion data, segmented by category, age, gender and country.
Improve your marketing by better understanding the latest consumer motivations and behavioral trends affecting self indulgent occasions.
Increase profitability by targeting the most profitable need states, consumers groups and occasions.




Table of contents:
 TABLE 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
Defining the treating occasion 16
Consumers are indulging themselves more often 17
The number of food and drink treating occasions is growing 17
The value of food and drink treating is growing 20
‘Sensory’ and ‘homing’ trends most affect treating behaviors 22
Consumers are seeking more intense consumption experiences 22
Consumers are demanding more authentic products as treats 25
Consumers are uncompromising on taste 29
Consumers are ‘trading up’ and premiumizing their treats 33
Consumer treating need states are emotionally orientated 39
Habitual self indulgence is the most important treating motivation 39
Reward and celebration are key treating motivations 41
Indulgent occasions are often in response to stress and boredom 41
The spontaneity of treating varies by category 46
Age and gender influence treating behavior 48
Treating is affected by the time of year and daypart 52
Consumers are more likely to treat in the winter 52
Consumers are more likely to treat in the evening 53
Conclusions 54
CHAPTER 3 ACTION POINTS 55
Introduction 55
Identify and target the key ‘indulgence moments’ 56
Consider developing a ‘moments’ orientated campaign 56
Focus on specific dayparts and days of the week 57
Ensure ‘stuck in the middle’ positionings are avoided 58
Do not allow health benefits to dilute the message of indulgence 58
Develop more premium and super-premium variants 62
Utilize branding that re-enforces treating credentials 64
Offer both indulgence and therapeutic benefits 65
Explore country of origin and regional association positionings 65
Develop artisanal, hand-crafted variants 67
Develop packaging shapes and formats that ooze sophistication 68
Use language and brand slogans to emphasize indulgent qualities 70
Experiment with innovative flavor combinations 71
CHAPTER 4 APPENDIX 73
Supplementary data 73
Definitions 80
Research methodology 81
References 82
How to contact experts in your industry 84


LIST OF TABLES
Table 1: Food marketers’ perceptions of the impact of indulgence and ‘trading up’ on consumer behavior and product development 16
Table 2: The number of treating occasions by country, (billions), 2003-2008 18
Table 3: The number of European and US treating occasions by category, (billions), 2003-2008 19
Table 4: The value of treating occasions by country, (US$ billions), 2003-2008 20
Table 5: The value of European and US treating occasions by category, (US$ billions), 2003-2008 21
Table 6: Food and drink products that add intensity and novelty to the consumption experience 23
Table 7: Products which capitalize on growing consumer demand for authentic consumption experiences 27
Table 8: Specialty variants that accentuate indulgence credentials 28
Table 9: Industry perceptions on the relative importance of guilt-free indulgence and consumers’ need for taste above health 32
Table 10: Ben & Jerry’s: guilt-free indulgence in ice cream 32
Table 11: Number of premium occasions by category (millions), 1998-2008 34
Table 12: Examples of offering at-home indulgences that replicate on-trade quality 39
Table 13: The number of European and US snack, alcoholic beverage and hot & soft drink treating occasions influenced by habit, 2003-2008 40
Table 14: The number of European and US snack, alcoholic beverage and hot & soft drink treating occasions occurring as a celebration/reward, 2003-2008 41
Table 15: The number of European and US snack, alcoholic beverage and hot & soft drink treating occasions consumed in response to stress, 2003-2008 44
Table 16: The number of European and US snack, alcoholic beverage and hot & soft drink treating occasions consumed in response to boredom, 2003-2008 45
Table 17: Examples of drink products offering therapeutic and relaxing indulgence 46
Table 18: Combined number of European and US beer, spirit and wine treating occasions by age and gender (billions), 2003 48
Table 19: Combined number of European and US breads and rolls, cakes and pastries and sweet biscuit treating occasions by age and gender (billions), 2003 49
Table 20: Combined number of European and US chocolate confectionery, sugar confectionery and savory snack treating occasions by age and gender (billions), 2003 50
Table 21: Combined number of European and US ice-cream, chilled snacks & desserts and cheese treating occasions by age and gender (billions), 2003 51
Table 22: Combined number of European and US soft drinks and hot drinks treating occasions by age and gender (billions), 2003 51
Table 23: Example of an indulgence focused concept offering occasion specific indulgence 57
Table 24: Examples of products which leverage treating credentials 60
Table 25: Examples of portion control facilitating guilt-free indulgence 61
Table 26: Examples of products offering functional indulgence 62
Table 27: Examples of food and drink products that offer taste indulgence and emotional therapeutic benefits 65
Table 28: Example of leveraging country of origin or association branding 67
Table 29: Examples of products utilizing ‘artisanal authenticity’ to emphasize treating credentials 68
Table 30: Examples of packaging techniques and product shaping modifications employed to highlight the sophistication and indulgent attributes of food and drink products 69
Table 31: Examples of effective descriptions that promote the indulgence properties of products 70
Table 32: Example of turning mundane staples into innovative treats 72
Table 33: The number and value (US$bns) of beer treating occasions, by country 2003-2008 73
Table 34: The number and value (US$bns) of spirits treating occasions, by country 2003-2008 74
Table 35: The number and value (US$bns) of wine treating occasions, by country 2003-2008 74
Table 36: The number and value (US$bns) of soft drinks treating occasions, by country 2003-2008 75
Table 37: The number and value (US$bns) of breads and rolls treating occasions, by country 2003-2008 75
Table 38: The number and value (US$bns) of cakes and pastries treating occasions, by country 2003-2008 76
Table 39: The number and value (US$bns) of sweet biscuits treating occasions, by country 2003-2008 76
Table 40: The number and value (US$bns) of chocolate confectionery treating occasions, by country 2003-2008 77
Table 41: The number and value (US$bns) of sugar confectionery treating occasions, by country 2003-2008 77
Table 42: The number and value (US$bns) of savory snack treating occasions, by country 2003-2008 78
Table 43: The number and value (US$bns) of cheese treating occasions, by country 2003-2008 78
Table 44: The number and value (US$bns) of ice cream treating occasions, by country 2003-2008 79
Table 45: The number and value (US$bns) of chilled snacks & desserts treating occasions, by country 2003-2008 79
Table 46: The number and value (US$bns) of hot drinks treating occasions, by country 2003-2008 80
Table 47: Definitions used in this report 80



LIST OF FIGURES
Figure 1: A summary of trends and behaviors influencing the food and drink indulgence occasion 15
Figure 2: The impact of the sensory and homing mega-trends on consumers’ treating behavior 22
Figure 3: Guilt-free indulgence: a clash of the ‘comfort’ and ‘health’ mega-trends 31
Figure 4: Summarizing the impact of health and wellness on indulgence habits 36
Figure 5: Emergence of super-premium and mid-market 37
Figure 6: The percentage of soft drink, hot drink, indulgent snack and alcoholic drink occasions influenced by key indulgence related need states, 2004 40
Figure 7: European and US self-perception of stress, split by the Depression, Anxiety and Stress Scale levels, 2003 42
Figure 8: Drinks bought as a treat, impulse versus planned purchases, split by drink category 47
Figure 9: Food items bought as a treat, impulse versus planned purchases, split by food category 47
Figure 10: Relative importance of eating need states by daypart, 2004 54




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