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Main Government and Public Sector Social Studies Identifying the Convenience Consumer: Targeting Strategies for Cash-rich, Time Poor Consumers
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Identifying the Convenience Consumer: Targeting Strategies for Cash-rich, Time Poor Consumers

DateOct, 2003
Pages105
Price / format$1910 / Online Download
$13350 / Global Site License

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Abstract:
 Despite the invention of a range of labour-saving devices, we work more hours than ever and often these hours are not the standard 9-5; as consumers we also expect things fast - a by-product of the channel surfing, fast food culture that has emerged in the UK in the past 20 years. The Convenience Consumer: Targeting strategies for cash-rich, time poor consumers report ties in an analysis of the following areas: snack foods, service sector trends, development of the retail sector and drivers of consumer. By identifying the critical triggers for purchase occasions this report enables you to optimise your marketing spend and overall strategy towards consumers that are short of time, lead fluid or unstructured lifestyles or who are on the move. This report examines the following: The triggers for a convenience lifestyle; The relationship between convenience stores and their consumers; The relationship between consumers and a changing pattern of meal times; The way consumers are eating out of the home.


Table of contents:
Executive Summary
Introduction
The convenience junky society
The c-store consumer
Changing consumer mealtimes and snacking
Consumers on-the-go
Conclusions

Chapter 1 Introduction

Chapter 2 The Convenience Junky Society
Summary
Introduction
The pace and intensity of work heightens
Which is the most hard-working country in Europe?
Changing household structures
The impact of dual income homes
Frequency of adult-only households
Do not underestimate the value of affluence
Redefining consumer value; traditional versus modern perspective
Profile of the convenience junky
So who is a service junky?
Convenience service usage among service junkies
The notion of “lifestyle stickiness”
Buy-in to delivery food across Europe
Putting a value on the meal delivery market
Locating the opportunities for retailers and fmcg manufacturers
Seeing things from the manufacturer and the retailer point of view
Inhibitors to market growth
Implications of service junky traits

Chapter 3 The C-Store Consumer
Summary
Introduction
C-stores across Europe
The c-store market in context of size and value
C-store penetration - varying shopping habits and purposes of visits
Monitoring the supply chain - evaluating evolving distribution channels
Petrol forecourt retailing
Progression of petrol forecourt retailing by decade
Sweden has the highest forecourt penetration in Europe
Vending machines
The Italian infatuation with vending machines.
Implementing convenience retailer know-how
Cullens - a traditional proposition
M&S Simply Food - a “top-up solution” approach
Profile of the c-store consumer
Getting to grips with socio-economic grades
Shopping frequency
Finding and implementing superior opportunities in food and drink

Chapter 4 Changing Consumer Mealtimes and Snacking
Summary
Introduction
Sizing meal opportunities across Europe
Breakfast
Lunch
Dinner
Maximising snacks opportunities across Europe
Overcoming consumer attitudes towards missed meals and snacking
Meals
Snacking
How to increase your market share by encouraging consumers to eat breakfast

Chapter 5 Consumers On-The-Go
Summary
Introduction
Catalysts for on-the-go consumption
European commuter times
Exploring the dynamics of how consumers travel
Number of journeys made in Europe
The car remains the dominant mode of travel
Longer journeys = increased boredom = increased snacking
Overview of all journeys
Short journeys
Long journeys
Frequency of on-the-go consumption
Identify major and neglected spend sectors in on-the-go food and drinks category
Overall market sizes
Food on-the-go market size by country
Per capita spend on on-the-go consumption
Food on-the-go value share per market segment
Food on-the-go value share by country
Drinks on-the-go market size by country
Per capita spend on on-the-go drinks consumption
Drinks on-the-go value share per market segment
Drinks on-the-go value share per country
On-the-go opportunities in food and drinks
Influence and react to consumer attitudes
Development in retail outlets

Chapter 6 Conclusions
Potential of the convenience sector across Europe
Index

List of Figures
Figure 1.1: Consumer value is being redefined
Figure 1.2: Survey question: Why do you snack? (all respondents)
Figure 1.3: Catalysts for on-the-go consumption, ranked by importance
Figure 1.4: Health and potential of the convenience sector across Europe
Figure 1.5: The three megatrends
Figure 2.6: Pace and intensity of work, survey of European workers 1990,1995 and 2000
Figure 2.7: Proportion of full-time employees working long hours, Europe 1999
Figure 2.8: Households with two adults (% of total), Europe 2000
Figure 2.9: Households with three adults or more and no children (% of total), Europe 2000
Figure 2.10: Consumer value is being redefined
Figure 3.11: Market context 2001
Figure 3.12: Progression of petrol forecourt retailing by decade
Figure 3.13: Sainsbury’s Robo-shop in the Hazel Grove store in Manchester, UK
Figure 3.14: Rapaille’s model of behavioural response and example interpretations for FMCG
Figure 4.15: Overall breakfast spend by country (€bn), 2001
Figure 4.16: Channel and sector share of breakfast (% value), 2001
Figure 4.17: Overall lunch spend by country (€ bn), 2001
Figure 4.18: Channel and sector share of lunch (% value), 2001
Figure 4.19: Overall dinner spend by country (€ bn), 2001
Figure 4.20: Channel and sector share of dinner (% value), 2001
Figure 4.21: Snack occasions per person per day, average 2001
Figure 4.22: Survey question: Why do you snack? (all respondents)
Figure 5.23: Catalysts for on-the-go consumption, ranked by importance
Figure 5.24: Number of journeys per mode of transport, 1990.2001
Figure 5.25: Percentage of total journeys per mode of transport, 1990.2001
Figure 5.26: Number of journeys by mode and length, 1990.2001
Figure 5.27: Strengths and weaknesses of modes of transport for on-the-go consumption
Figure 6.28: Health and potential of the convenience sector across Europe

List of Tables
Table 1.1: C-store sales information, 2001
Table 2.2: Proportion of full-time employees working long hours, Europe 1999
Table 2.3: Households with two adults (m), Europe 2000
Table 2.4: Households with three adults or more and no children (million), Europe 2000
Table 2.5: Meal delivery service users, Europe 2001
Table 2.6: Meal delivery market size, Europe 2001
Table 3.7: Ranking of shopping frequency and c-store penetration for selected countries, 2001
Table 3.8: C-store sales information, 2001
Table 3.9: C-store penetration, 2001
Table 3.10: Development of petrol forecourts 1999.2001
Table 3.11: Forecourt penetration of the c-store base 2001, selected countries
Table 3.12: Development of vending machines, 1999.2003
Table 3.13: C-store sales by socio-economic grade, 2001
Table 3.14: Consumer shopping behaviour and c-store visits per annum, 2001
Table 4.15: Breakfast occasions per person per year, 2001
Table 4.16: Breakfast market by channel and sector (€m), 2001
Table 4.17: Daily spend per breakfast, 2001
Table 4.18: Lunch occasions per person per year, 2001
Table 4.19: Lunch market by channel and sector (€m), 2001
Table 4.20: Daily spend per lunch, 2001
Table 4.21: Dinner occasions per person per year, 2001
Table 4.22: Dinner market by channel and sector (€m), 2001
Table 4.23: Daily spend per dinner, 2001
Table 4.24: Snack occasions per person per day average, 2001
Table 4.25: Daily food spend per snack day-part (€/head/occasion), 2001
Table 4.26: Daily drinks spend per snack day-part (€/head/occasion), 2001
Table 4.27: Snacks market by channel and sector (€m), 2001
Table 4.28: Snacks market by channel and sector (€m), 2001 (continued)
Table 4.29: Comparison of food expenditure on snacks versus breakfast (€m), 2001
Table 4.30: Frequency of missed meals in Europe, all respondents
Table 4.31: Survey question: If you miss breakfast at home on a workday what do you do instead? (all respondents)
Table 4.32: Survey question: On a weekday where do you eat the following meals? (all respondents)
Table 4.33: Survey question: Do you typically eat the following meals on your own? (all respondents)
Table 4.34: Frequency of snacking by day-part in Europe, all respondents
Table 4.35: Preference for sweet or savoury snacks by day-part, all respondents
Table 4.36: Survey question: How often do you engage in the following snacking occasions? (all respondents)
Table 5.37: European commuter times 1996 and 2001
Table 5.38: Pace of life and walking speeds in Europe (ranked out of 31 countries overall, 1 = fastest)
Table 5.39: Number of journeys in Europe, 1990.2001
Table 5.40: Number of journeys per person per day, 1990.2001
Table 5.41: Time spent travelling 1990.2001
Table 5.42: Number of journeys per mode of transport, 1990.2001
Table 5.43: Percentage of total journeys per mode of transport, 1990.2001
Table 5.44: Number of journeys by mode and length, 1990.2001
Table 5.45: Share of passengers for short journeys by mode of transport (2001)
Table 5.46: Share of passengers for long journeys by mode of transport (2001)
Table 5.47: Frequency of on-the-go food consumption by country and market segment, 2001
Table 5.48: Frequency of on-the-go drinks consumption by country and market segment, 2001
Table 5.49: Value of on-the-go food consumption (€m), 2001
Table 5.50: Value of on-the-go drink consumption (€m), 2001
Table 5.51: Food on-the-go market value by country and market segment (€m), 2001
Table 5.52: Per capita spend on on-the-go food consumption, (€), 2001
Table 5.53: Food on-the-go value share per market segment, (%), 2001
Table 5.54: Food on-the-go value share by country, (%), 2001
Table 5.55: Drinks on-the-go market value by country and market segment, (€m), 2001
Table 5.56: Per capita spend on on-the-go drinks consumption, (€), 2001
Table 5.57: Drinks on-the-go value share per market segment, (%), 2001
Table 5.58: Drinks on-the-go value share per country, (%), 2001




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