Shoppers On the-go 2013

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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.

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Shoppers On the-go 2013

  1. 1. The UK On-the-go Shopper Missions 2013 The on-the-go food and drink market. Essential insight into shopper motivations and behaviors. Evolution Insights Ltd Prospect House 32 Sovereign Street Leeds LS1 4BJ Tel: 0113 389 1038 http://www.evolution-insights.com Evolution Insights: Shopper Insight Series SAMPLE EXTRACT
  2. 2. • Evolution offer a range of products & services for clients in the field of shopper research:- • Off-the-shelf research – 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 regular shopper research projects in advance of publication, tailoring the scope to suit your needs • Bespoke Consulting – As publishers of research, we are able to draw upon a wealth of existing proprietary data for consulting projects – helping to better inform and shape any further research requirements. Evolution is a leading research consultancy specialising in shopper motivation and behaviour. We deliver off-the-shelf, tailored and bespoke research for manufacturers, retailers and agencies. Further information is available at our website http://www.evolution- insights.com Visit and sign up for Shopper Trend Report, our free quarterly newsletter offering analysis and commentary on topical issues About Evolution Insights As a leading publisher of shopper research, we are ideally placed to offer your business actionable shopper insight. Our research and analysis helps clients develop targeted shopper marketing initiatives designed to influence shoppers at the point of purchase. We use a range of research methodologies to discover genuine insights. Our research incorporates a broad spectrum of robust qualitative and quantitative research techniques. SAMPLE EXTRACT
  3. 3. Contents Figures and Graphs Key Findings and Executive Summary The On-the-go Shopper Missions: Definition The on-the-go Missions Channels Symbols Retailer Propositions Tesco Sainsbury’s Morrisons Waitrose Marks & Spencer Boots The Upsurge of the Coffee Shop The On-the-go Shopper Missions: Overview of all Missions Introduction Penetration Average Visits Channel Drinks Bought Drivers of Item Choice Spend 6 10 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 30 31 32 33 34 The Breakfast on-the-go Shopper Mission Introduction Penetration Channel Share (Regularly Visit) Channel Share (Last Shop) Retailer Share of Most Recent Visit What Shoppers Bought-Food/Drink Category Choice Drinks Items Brought from Home Breakfast Products: Shopper Criteria Taste Quality To Fill Me Up Price Health The Breakfast on-the-go Shopper Mission: Mission Context Drivers of Choice Circumstances The Breakfast on the go Shopper Mission: Summary 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 SAMPLE EXTRACT
  4. 4. Contents The Lunch on-the-go Shopper Mission Introduction Penetration Channel Share (Regularly Visit) Channel Share (Last Shop) Retailer Share of Most Recent Visit What Shoppers Bought Food/Drink Category Choice Drinks The Working Day Items Brought from Home Lunch Products: Shopper Criteria Taste Quality To Fill Me Up Price Health The Lunch on the go Shopper Mission: Mission Context Drivers of Item Choice Circumstances The Lunch on-the-go Shopper Mission: Summary 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 The Snacking on-the-go Shopper Mission Introduction Penetration Channels (Regularly Visit) Channels (Last Shop) Retailer Share of Most Recent Visit What shoppers bought Snack and Drink/Snack/Drink Category Choice Drinks Items Brought from Home Snacking Products: Shopper Criteria Taste Quality To Fill Me Up Price Health The Snacking on-the-go Shopper Mission: Mission Context Drivers of Choice Circumstances The Snacking on-the-go Shopper Mission: Summary Methodology Glossary 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 99 SAMPLE EXTRACT
  5. 5. Figures and Graphs 5SAMPLE EXTRACT
  6. 6. Figures and graphs Page Type Title Graph Graph Graph Figure Figure Figure Figure Figure Graph Graph Figure Graph Figure Figure Figure Figure Figure Figure Figure Figure Figure Figure Figure Figure Graph Graph Figure Graph Figure Figure 28 28 39 30 31 32 33 34 37 37 38 39 40 41 42 43 44 46 47 48 49 50 52 53 57 57 57 58 59 60 Proportion that do at least one of the three on-the-go missions at least once a week Proportion of the on-the-go missions by demographic Penetration of the different on-the-go shopper missions (Do at least once per week) The percentage that do each mission and the average number of occasions per week Channel share of last shop on-the-go missions Percentage of shoppers that bought drinks with each mission Drivers of item choice for on-the-go missions Average spend for on-the-go missions Proportion that buy breakfast on-the-go at least once a week Proportion of the breakfast on-the-go mission by demographic Shopper penetration by channel (regularly visit the following channels for breakfast on-the-go) Channel share (number of shoppers who used for their last breakfast mission) Retailer share of most recent on-the-go breakfast visit What shoppers bought on their last breakfast mission – Food only or with a drink Category choice for the breakfast on-the-go mission Food Category choice for the breakfast on-the-go mission Drinks Items brought from home breakfast on-the-go mission The importance of Taste when choosing breakfast on the go by gender The importance of Quality when choosing breakfast on the go by gender The importance of Being Full when choosing breakfast on the go by gender The importance of Price when choosing breakfast on the go by gender The importance of Health when choosing breakfast on the go by gender Breakfast on-the-go drivers of choice Breakfast on-the-go circumstances Proportion that purchase lunch on-the-go at least once a week Proportion of the lunch on-the-go mission by demographic Shopper penetration by channel (regularly visit the following channels for lunch on-the-go) Shopper share of each channel for the last lunch on-the-go visit Channel share (number of shoppers who used for their last lunch mission) Retailer share of most recent visit SAMPLE EXTRACT
  7. 7. Figures and Graphs Figure Figure Figure Figure Figure Figure Figure Figure Figure Figure Figure Figure Graph Graph Figure Graph Graph Figure Figure Figure Figure Figure Figure Figure Figure Figure Figure Figure Figure What shoppers bought on their last lunch mission - Food only or with a drink Category choice lunch on-the-go Food Category choice lunch on-the-go drinks Working day category choice lunch on-the-go Items brought in from home lunch on-the-go The importance of Taste when choosing lunch on-the-go by gender The importance of Quality when choosing lunch on-the-go by gender The importance of Being Full when choosing lunch on-the-go by gender The importance of Price when choosing lunch on-the-go by gender The importance of Health when choosing lunch on-the-go by gender Drivers of item choice lunch on-the-go Circumstances lunch on-the-go Proportion that buy snacks on-the-go at least once a week Proportion of the snacking on-the-go mission by demographic Penetration of shoppers who regularly visit the following channels for snacking on-the-go Shopper share of each channel for the last snacking on-the-go visit Channel share (number of shoppers who used for their last snacking mission) Retailer share of most recent snacking on-the-go visit What shoppers bought on their last snacking-on-the-go mission: Snack and drink/ Snack/ Drink Category choice snacking on-the-go Food Category choice snacking on-the-go Drinks Items brought from home snacking on-the-go The importance of Taste when choosing a snack on-the-go by gender The importance of Quality when choosing a snack on-the-go by gender The importance of Being full choosing a snack on-the-go by gender The importance of Price when choosing a snack on-the-go by gender The importance of Health when choosing a snack on-the-go by gender Drivers of choice snacking on-the-go Circumstances snacking on-the-go 61 62 63 64 65 67 68 69 70 71 73 74 78 78 79 79 80 81 82 83 84 85 87 88 89 90 91 92 93 SAMPLE EXTRACT
  8. 8. This Report Will… The importance of Health, Price, Taste, Quality and ‘Fill factor’ are compared for each mission. 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 the 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. SAMPLE EXTRACT
  9. 9. The on-the-go Shopper Missions: Definition – The on-the-go Shopper Missions The On-the-go Shopper Missions Breakfast Food and/or drink for breakfast, outside the home. Lunchtime Food and/or drink bought for lunch outside the home. Includes items purchased for consumption back at the workplace Snacking Food and/or drink between meal times outside 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 states of a shopper. It is therefore possible for items traditionally seen as snacking to form the whole part of a meal solution to some people at some time and indeed a sandwich may not necessarily be a meal solution but a snack to tide a shopper over until their next meal. SAMPLE EXTRACT
  10. 10. The Upsurge of the Coffee Shop 1,578 760 540 Number of stores in the UKDespite recent years of austerity the UK coffee market has continued to grow as the beverage has become a daily dietary staple for many. In 2012 the coffee market grew by 7.5% reaching a value of £5.8billion making it the world’s most favoured ‘drug’ ahead of both nicotine and alcohol. The upsurge of the coffee shop is said to be due to the turbulent economy, as many shoppers cut back on luxuries such as holidays small affordable treats such as coffee become more frequent and appealing. To match consumers demands coffee shops are now open from 6am through to late evening to ensure that they can fulfil the needs of all the missions. SAMPLE EXTRACT
  11. 11. The on-the-go Shopper Missions: Overview of all Missions – Introduction There has been a 33% increase in shoppers purchasing breakfast on-the-go since our survey in 2012, a 14% increase in shoppers buying lunch on-the- go but a 7% decrease in snacking on-the-go occasions, from last years survey. Busy shopper lifestyles continue to drive the UK foodservice sector and the on-the-go market. Not only are shoppers busy they are also becoming increasingly quality conscious. People are finding it harder to prepare nutritious meals at home, as concerns over job security means that shoppers are spending more hours in the office. Convenience is key for shoppers looking to make purchases on-the-go. Items need to be readily available and easy to eat on the move. Shoppers also depend on the items being filling this ensures that they have enough energy until the next meal, however less so for snacks which are seen as a treat. SAMPLE EXTRACT
  12. 12. The on-the-go Shopper Missions: Overview of all Missions – Penetration 32 64 50 0 10 20 30 40 50 60 70 Breakfast Lunch Snacking (food and/or drink consumed between meals) % 33% 14% 7% Penetration of the different on-the-go shopper missions (Do at least once per week) Denotes change from 2012 SAMPLE EXTRACT
  13. 13. The Breakfast on-the-go Shopper Mission – Retailer Share of Most Recent Visit Retailer share of last visit. On average, breakfast on-the-go shoppers use two shops regularly. Independent café Independent sandwich shop/ bakery 11% 6% 5%5% 4% 15% 5% Independent coffee shop 3% 3% 3% 3% 2% 2% 2% 2% 2% 2% *Stores with a shopper share of less than 1% not included. 16% SAMPLE EXTRACT
  14. 14. The Breakfast on-the-go Shopper Mission – Drivers of Item Choice The importance of To Fill Me Up when choosing breakfast on-the-go The overall shopper rating for the importance of To Fill Me Up for the breakfast on-the-go mission is: To Fill Me Up was rated the third most important criteria for this mission (3rd out of 5) *Please note men give an overall lower average of 0.1 compared to females. 81 83 79 Rating for the importance of To Fill Me Up Lunch on-the-go Snacking on-the-go To Fill Me Up Rating for the importance of To Fill Me Up by gender SAMPLE EXTRACT
  15. 15. The Snacking on-the-go Shopper Mission - Items Brought from Home 10%of shoppers bring items from home as part of their snacking on-the-go mission Food Drinks Items typically brought in from home for snacking: SAMPLE EXTRACT
  16. 16. Methodology 16SAMPLE EXTRACT
  17. 17. Secondary and desk research Preliminary quantitative survey Qualitative focus group Main quantitative survey Diaries Insights • Evolution carried out a preliminary survey of around 100 shoppers to test questions for the main survey. • Detailed secondary and desk research is conducted to define the topic area, macro drivers and trends, scope 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 research • A main survey is completed by at least 1,037 UK adults • 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. • Throughout this process, primary research was supported by secondary research drawing on Evolution’s proprietary databases, national statistics, news and industry resources. Methodology Evolution’s methodology SAMPLE EXTRACT
  18. 18. Methodology: quantitative research - survey Circumstance Spend Category driver Category choice Channel choice Frequency of mission Demographic profiling General topics of questions in quantitative survey • Detailed shopper insights were gained from a survey of 1,037 adults. The samples were fully representative of the UK population. • The survey contained 29 questions relating to topics outlined to the left – in addition to standard demographic profiling questions • The questions were designed to give maximum insight into shopper’s motivation and behaviour • The primary research was carried out during August/September 2013. SAMPLE EXTRACT
  19. 19. This presentation is a Sample Extract. For Details on the full report please contact dale.henry@evolution- insights.com Evolution Insights Ltd Prospect House 32 Sovereign Street Leeds LS1 4BJ Tel: 0113 389 1038 http://www.evolution-insights.com Evolution Insights: Shopper Insight Series SAMPLE EXTRACT

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