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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.