Shopping On-the-Go 2012


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The UK foodservice sector is estimated to be worth £33.2 billion and is commanding an increasing proportion of consumer spend. Consumers need convenient food which fits in around their busy lifestyle, driving the out of home market. Consumers are actively looking for food which they can eat on-the-go. The on-the-go mission is defined as buying any food and/or drinks for consumption that day on-the-go i.e. outside of the home. These meals are not restricted to the items bought or the time that food is eaten but it is the resolution of the need state of a shopper. This report looks at the three key on-the-go missions; Breakfast, Lunch and Snacking. When and why shoppers undertake these missions is explored along with their behaviours. Differences between these missions are also highlighted.

This report will:
-Give you an understanding of the three key on-the-go missions; Breakfast, Lunch and Snacking
-Provide you with the key characteristics of each mission. This includes when shoppers do it, where they do it and what they buy
-Mission context is also explored; the circumstance in which shoppers carry out the different on-the-go missions
-Shopper motivations and behaviours are outlined, giving the reasons behind their choices and behaviours
-Cost and calories are compared as barriers to purchases on each mission, including how this differs between men and women.

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Shopping On-the-Go 2012

  1. 1. Evolution Insights: Shopper Insight Series The UK On-the-go Shopper Missions 2012 Sample Extract The on-the-go food and drink market. Essential insight into shopper motivations and behaviours. Evolution Insights Ltd Prospect House 32 Sovereign Street Leeds LS1 4BJ Tel: 0113 389 1038 1
  2. 2. Disclaimer Please note No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written consent of Evolution Insights Ltd. The content of this report is based on information gathered in good faith from both primary and secondary sources and is believed to be correct at the time of publication. Evolution Insights can however provide no guarantee regarding the accuracy of this content and therefore accepts no liability whatsoever for any actions taken that subsequently prove incorrect. © Evolution Insights Ltd 2012 2
  3. 3. About Evolution InsightsEvolution is a leading research consultancy specialising in shopper motivation and behaviour. We deliver off-the-shelf, tailored and bespokeresearch for manufacturers, retailers and agencies. Our research and analysis helps • Evolution offer a range of products & services for clients in the field of shopper research:- clients develop targeted shopper marketing initiatives designed to • Off-the-shelf research influence shoppers at the point of purchase. – Evolution’s off the shelf research publications deliver affordable insight into shopper motivation and behaviours in UK food, drink and grocery • Insight Plus – Insight Plus offers your business the opportunity to engage in any of our We use a range of research regular shopper research projects in advance of publication, tailoring the methodologies to discover genuine scope to suit your needs insights. Our research incorporates a broad spectrum of robust • Bespoke Consulting qualitative and quantitative – As publishers of research, we are able research techniques. to draw upon a wealth of existing proprietary data for consulting projects As a leading publisher of – helping to better inform and shape shopper research, we are any further research requirements. ideally placed to offer your business actionable shopper Further information is available at our insight. website http://www.evolution- Visit and sign up for Shopper Trend Report, our free quarterly newsletter offering analysis and commentary on topical issues 3
  4. 4. ContentsFigures and graphs 6 The breakfast on-the-go shopper mission 40 Introduction 41Key findings and executive summary 10 Penetration 42 Time of purchase 43The on-the-go shopper missions: definition 15 Day of week 44Shopper missions 16 Chanel share 45The on-the-go shopper missions 17 Categories choice 46Grouping of retailers 18 Drinks 47Symbols 19 Spend 48Retailer propositions 20 The breakfast on-the-go shopper mission: mission 49Tesco 21 contextSainsbury’s 22 Mission drivers 50Morrisons 23 Circumstances 51Waitrose 24Marks & Spencer 25 The breakfast on-the-go shopper mission: 52Boots 26 motivations and behavioursThe upsurge of the coffee shop 27 Drivers of store choice 53 Drivers of item choice 54The on-the-go shopper missions: Overview of all 28 Barriers to purchase 55missions Items considered but not bought 56Introduction 29 Modality 57Penetration 30 Summary 58Frequency 32Time of day 33 The lunch on-the-go shopper mission 59Channel 34 Introduction 60Drinks bought 35 Penetration 61Drivers of item choice 36 Time of day 62Items considered but not purchased 37 Day of week 63Barriers to purchase 38 Channel share 64Spend 39 Retailer share of most recent visit 65 4
  5. 5. ContentsCategory choice 66 Drinks 92Drinks 67 Spend 93Spend 68 Sharing 94The lunch on-the-go shopper mission: mission 69 The snacking on-the-go shopper mission: shopper 95context motivations and behavioursCircumstances 70 Circumstances 96Working day 71 Drivers of store choice 97Items brought from home 72 Drivers of item choice 98Items bought by people who brought items from 73 Barriers to purchased 99home Items considered but not purchased 100 Modality 104 Summary 105The lunch on-the-go shopper mission: shopper 74motivations and behaviours 106 MethodologyDrivers of store choice 75Drivers of item choice 76 109 GlossaryBarriers to purchase 77Items considered but not bought 78Considered items 79Modality 81Summary 82The snacking on-the-go shopper mission 83Introduction 84Penetration 86Time of day 87Day of week 88Channel share 89Retailer share of most recent visit 90Category choice 91 5
  6. 6. Figures and 6
  7. 7. Figures and graphsPage Type Title30 Graph Penetration of regular on-the-go shoppers30 Graph Demographics of regular on-the-go shoppers31 Graph Penetration of the different on-the-go shopper missions as a proportion of the UK population32 Graph Frequency of on-the-go missions during the week33 Figure Time of day of on-the-go missions34 Graph Channel share of on-the-go missions35 Figure Drinks bought with on-the-go missions36 Figure Drivers of item choice for on-the-go missions37 Figure Items considered but not purchased on on-the-go missions38 Graph Barriers to purchase for on-the-go missions39 Figure Spend by on-the-go missions42 Graph Proportion of the population that buy breakfast on-the-go at least once a week42 Graph Demographic breakdown of shoppers who buy breakfast on-the-go at least once a week43 Figure Time of day for breakfast on-the-go44 Graph Day of week for breakfast on-the-go45 Graph Channel share for breakfast on-the-go46 Graph Categories shopped for breakfast on-the-go47 Graph Drinks bought with breakfast on-the-go48 Graph Spend on breakfast on-the-go50 Graph Mission drivers for breakfast on-the-go51 Figure Circumstances for breakfast on-the-go53 Figure Drivers of store choice for breakfast on-the-go54 Figure Drivers of item choice for breakfast on-the-go55 Graph Barriers to purchase for breakfast on-the-go56 Figure Items caught but not bought for breakfast on-the-go57 Graph Modality for breakfast on-the-go61 Graph Proportion of population that buy lunch on-the-go at least once a week.61 Graph Demographic breakdown of shoppers who buy lunch on-the-go at least once a week
  8. 8. Figures and graphs62 Figure Time of day for lunch on-the-go63 Graph Day of week for lunch on-the-go64 Graph Channel share for lunch on-the-go65 Figure Retailer share for lunch on-the-go66 Graph Categories shopped for lunch on-the-go67 Graph Drinks bought with lunch on-the-go68 Graph Spend on lunch on-the-go70 Figure Circumstances for lunch on-the-go71 Figure Working day72 Figure Items brought from home73 Figure Items bought by shoppers who bring items from home74 Figure Drivers of store choice for lunch on-the-go75 Figure Drivers of item choice for lunch on-the-go77 Graph Barriers to purchase for lunch on-the-go78 Figure Items considered but not bought for lunch on-the-go79 Figure Considered items for lunch on-the-go80 Figure Considered items for lunch on-the-go81 Graph Modality for lunch on-the-go86 Graph Proportion of population that buy snacks on-the-go at least once a week.86 Graph Demographic breakdown of shoppers who buy snacks on-the-go at least once a week87 Figure Time of day for snacking on-the-go88 Graph Day of week for snacking on-the-go89 Graph Channel share for snacking on-the-go90 Figure Retailer share for snacking on-the-go91 Graph Categories shopped for snacking on-the-go92 Graph Drinks bought with snacking on-the-go93 Graph Spend on snacking on-the-go94 Figure Sharing96 Figure Circumstances for snacking on-the-go97 Figure Drivers of store choice for snacking on-the-go
  9. 9. Figures and graphs98 Figure Drivers of item choice for snacking on-the-go99 Graph Barriers to purchase for snacking on-the-go100 Figure Items considered but not purchased for snacking on-the-go101 Figure Items considered but not purchased for snacking on-the-go102 Figure Items considered but not purchased for snacking on-the-go103 Figure Items considered but not purchased for snacking on-the-go104 Graph Modality for snacking on-the-go
  10. 10. The on-the-go shopper missions: definition 10
  11. 11. The on-the-go shopper missions: definition – Groupings of retailers Supermarket Fast Food RestaurantConvenience store Independents Bakery Newsagent Corner shop Sandwich shop Coffee Shop High Street Retailer 11
  12. 12. The on-the-go shopper missions: definition – SymbolsThroughout this report we use different pictures and symbols to make it easier to see whichmission we are talking about and how the data on the page has been collected.These symbols appear in thebottom right hand corner andrepresent: Breakfast on-the-go Lunch on-the-go Snacking on-the-goThese symbols appear in thetop right hand corner andrepresent data gatheredthrough: Diaries Quantitative survey Focus Groups Snapshot survey 12
  13. 13. Retailer propositions – The upsurge of the coffee shopAlthough traditionally a breakfast drink, coffee’s popularity has grown rapidly in recent years as more and more shoppers Number of stores in the UK become addicted to their caffeinated beverages. Instead of a morning wake up drink coffee is now consumed throughout the day as peoples lifestyles are changing. Coffee is now part of breakfast, lunch and snacking on-the-go. To match 1,300 consumers demands coffee shops are now open from 6amthrough to late evening to ensure that they can fulfil the needs of all the missions. Britain has over 14,000 coffee shops delivering £5billion worth of sales and the market keeps growing at 12% per year. 650 420 240 Reckitt Benckiser Online Research Summer 2012
  14. 14. The on-the-go shopper missions: overview of all missions – Penetration (2)Penetration of the different on-the-go shopper missions as a proportion of the UK population 70 5% 4% 60 56 54 50 40 % 5% 30 24 20 10 0 Breakfast Lunch Snacking (food and/or drink consumed between meals) Both breakfast on-the-go and lunch on-the-go have grown slightly on last year. It is important to note that this relates to number of people who do this mission at least once a week and not the amount spent. 14
  15. 15. The breakfast on-the-go shopper mission – Time of purchase p.m 5% 99% of breakfast on the go shoppers buy their breakfast between 6am and 10am, with over a28% third purchasing between 8 and 9am. 81% eat within 30 minutes and 93% eat within an35% hour of purchase. 19% a.m 17% 15
  16. 16. The breakfast on-the-go shopper mission: shopper motivations and behaviours – ModalityTypical planning behaviour before/during a breakfast on-the-go shopping trip Breakfast on-the-go purchases I had no idea of what I wanted 3 are the most planned of all of the on-the-go missions. I had a rough idea of the items I Shoppers are more likely to be wanted but was swayed by 1 pressed for time in the morning offers/displays so need to be more planned. Also the range of traditional I had a good idea of what types of items I wanted in advance but 19 breakfast on-the-go items are considered my options more limited than the other missions. I knew the type of items I wanted 35 I knew exactly what I wanted in 41 advance 0 10 20 30 40 50 % 16
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  18. 18. MethodologyEvolution’s methodology • Evolution carried out a preliminary survey of around 100 shoppers to test questions for the main survey. Secondary and Preliminary • Detailed secondary and desk research is conducted to define the topic area, macro drivers and trends, scope desk research quantitative survey and examples within the research topic. • Initial insights gained are used to help further design the main survey. • A focus group provided a wider picture of the topics to cover during the quantitative stage of researchMain quantitative Qualitative focus • A main survey is completed by at least 1,022 UK survey group adults who are the primary household shopper for food & grocery. • 100 participants completed two weeks of diaries recording all of their on-the-go purchases. • Comprehensive and detailed assessment of all the data received was then used to uncover insights. Diaries Insights • Throughout this process, primary research was supported by secondary research drawing on Evolution’s proprietary databases, national statistics, news and industry resources. 18
  19. 19. Methodology: quantitative research - surveyGeneral topics of questions in quantitative survey Demographic profiling • Detailed shopper insights were gained from a survey of 1,022 primary shoppers. The samples Frequency of mission were fully representative of the UK population. Channel choice • The survey contained 41 questions relating to topics outlined to the left – in addition to standard Channel Drivers demographic profiling questions • The questions were designed to Category choice give maximum insight into shopper’s motivation and behaviour Category driver • The survey was carried out during the week commencing 8th October Spend 2012. Circumstance Barriers to purchase 19
  20. 20. 20
  21. 21. GlossaryABC1C2DE – Socio demographic profile using job type (if applicable). Mental budget - An often subconscious budget most shoppers possess before andAbove the line (ATL) – Advertising using the main 5 media types of television, press, during a shopping trip, which influences overall and individual item, cinema, and posters to promote brands. Mid cap – A promotional position in the middle of a main aisle, usually identified by aBarker – small POS material found at the fixture different use of shelving.Below the line (BTL) – Advertising using non-media communication. Typically sales Mission context – Drivers of mission that influence e.g. circumstances, store choicepromotions as short-term incentives, largely aimed at consumers in-store. Modality – The way a shopper behaves in-storeBig Four – The largest four grocer retailers in the UK by market share. Multi-buy – A promotional activity that requires purchasing of more than oneBOGOF – Buy one get one free. product.Breakfast on-the-go - Food and/or drink at breakfast time, outside the home. Multiple c-stores – A convenience store format of one of the Big Four retailers.Category driver – key influences driving the growth of any given category NPD – New product developmentCategory penetration – The proportion of shoppers within a given segment, who Off shelf display - Promotional activity of a product not at the main fixture.purchase a category within a stated period. On-the-go – Buying any food and/or drink for immediate consumption, i.e. outsideChannel – Retail distribution type for example supermarket, c-store, CTN the homeCircumstances – The circumstances of the shopper when they undertake their shop PFS – Petrol filling stationConsumption mindset – The mindset of the shopper relating to the actual POP – Point of purchaseconsumption of the products they are considering purchasing. POS Material– Marketing communications at the point of sale.C-store – A convenience store format, typically less than 3,000 sq ft in size with Purpose – The reason for the shopping mission.longer opening hours and more limited range of products. Evolution include multiple Shopper context – Profile of shopper e.g. modality, situational, traits, demographic.c-stores, the Co-Op, symbol groups and independents within c-stores. Shopper marketing – Any marketing activity aimed at the shopper throughout theirCTN – Confectionery, Tobacconist and Newsagent path to purchase.Debit credit – Shopper mind-set relating to offsetting / justifying indulgence with Shopper mission – the reason/purpose of the shopping trip from the shopper’shealth perspective.Demographic – Characteristics of the population (including sex, race, age and Snacking on-the-go - Food and/or drink between meal times outside the home.income). Store penetration - The proportion of shoppers within a given segment, visiting aDigital media – digital marketing medium for example social media, mobile, digital store within a stated periodsignage. Supermarkets– A retail store stocking food and grocery. Stores range from smallEvening meal on-the-go - Food and/or drink at dinner time outside the home. supermarkets (for example Lidl, Iceland), to large supermarkets (also known asFMCG – Fast moving consumer goods, often used to refer to a manufacturer. superstores for example Tesco, Morrisons). Supermarkets exclude c-stores formats.Food and grocery - Foodstuffs and various household supplies Superstore - A very large supermarket that stocks highly diversified merchandise,Food to go – see on-the-go including groceries and non food items.Forecourt – Petrol filling station store Symbol group stores – Independently owned stores under a common brandedGondola end - The promotional position at the end of a main aisle. fascia, as a member of a larger organisation. For example SPAR, Budgens and Londis.Impulse – A sudden wish or urge that prompts an unplanned act or feeling. Top-up - A shopping mission to buy food and grocery for the home in between theLunchtime on-the-go - Food and/or drink at lunchtime outside the home. This main household shop. It excludes food and drink on-the-go, newsagent products andincludes items purchased for immediate consumption back at the workplace takeaways.Main shop shopper mission - Main household shops, usually planned covering mostcategories. Often at weekend. 21
  22. 22. Contact us Evolution Insights Ltd Prospect House 32 Sovereign Street Leeds LS1 4BJ Telephone: 0113 336 6035 e-mail: Web: Company No. 07006001 Country of Incorporation: United Kingdom © Evolution Insights Ltd. All rights reserved 22