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.

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
http://www.evolution-insights.com
www.evolution-insights.com 1

2. Disclaimer
Please note
No part of this publication may be reproduced, stored in a
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without the prior written consent of Evolution Insights Ltd.
The content of this report is based on information gathered in
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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
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3. About Evolution Insights
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.
Our research and analysis helps • Evolution offer a range of products & services for
clients in the field of shopper research:-
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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
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4. Contents
Figures and graphs 6 The breakfast on-the-go shopper mission 40
Introduction 41
Key findings and executive summary 10 Penetration 42
Time of purchase 43
The on-the-go shopper missions: definition 15 Day of week 44
Shopper missions 16 Chanel share 45
The on-the-go shopper missions 17 Categories choice 46
Grouping of retailers 18 Drinks 47
Symbols 19 Spend 48
Retailer propositions 20 The breakfast on-the-go shopper mission: mission 49
Tesco 21 context
Sainsbury’s 22 Mission drivers 50
Morrisons 23 Circumstances 51
Waitrose 24
Marks & Spencer 25 The breakfast on-the-go shopper mission: 52
Boots 26 motivations and behaviours
The upsurge of the coffee shop 27 Drivers of store choice 53
Drivers of item choice 54
The on-the-go shopper missions: Overview of all 28 Barriers to purchase 55
missions Items considered but not bought 56
Introduction 29 Modality 57
Penetration 30 Summary 58
Frequency 32
Time of day 33 The lunch on-the-go shopper mission 59
Channel 34 Introduction 60
Drinks bought 35 Penetration 61
Drivers of item choice 36 Time of day 62
Items considered but not purchased 37 Day of week 63
Barriers to purchase 38 Channel share 64
Spend 39 Retailer share of most recent visit 65
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5. Contents
Category choice 66 Drinks 92
Drinks 67 Spend 93
Spend 68 Sharing 94
The lunch on-the-go shopper mission: mission 69 The snacking on-the-go shopper mission: shopper 95
context motivations and behaviours
Circumstances 70 Circumstances 96
Working day 71 Drivers of store choice 97
Items brought from home 72 Drivers of item choice 98
Items bought by people who brought items from 73 Barriers to purchased 99
home Items considered but not purchased 100
Modality 104
Summary 105
The lunch on-the-go shopper mission: shopper 74
motivations and behaviours 106
Methodology
Drivers of store choice 75
Drivers of item choice 76 109
Glossary
Barriers to purchase 77
Items considered but not bought 78
Considered items 79
Modality 81
Summary 82
The snacking on-the-go shopper mission 83
Introduction 84
Penetration 86
Time of day 87
Day of week 88
Channel share 89
Retailer share of most recent visit 90
Category choice 91
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6. Figures and graphs
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7. Figures and graphs
Page Type Title
30 Graph Penetration of regular on-the-go shoppers
30 Graph Demographics of regular on-the-go shoppers
31 Graph Penetration of the different on-the-go shopper missions as a proportion of the UK population
32 Graph Frequency of on-the-go missions during the week
33 Figure Time of day of on-the-go missions
34 Graph Channel share of on-the-go missions
35 Figure Drinks bought with on-the-go missions
36 Figure Drivers of item choice for on-the-go missions
37 Figure Items considered but not purchased on on-the-go missions
38 Graph Barriers to purchase for on-the-go missions
39 Figure Spend by on-the-go missions
42 Graph Proportion of the population that buy breakfast on-the-go at least once a week
42 Graph Demographic breakdown of shoppers who buy breakfast on-the-go at least once a week
43 Figure Time of day for breakfast on-the-go
44 Graph Day of week for breakfast on-the-go
45 Graph Channel share for breakfast on-the-go
46 Graph Categories shopped for breakfast on-the-go
47 Graph Drinks bought with breakfast on-the-go
48 Graph Spend on breakfast on-the-go
50 Graph Mission drivers for breakfast on-the-go
51 Figure Circumstances for breakfast on-the-go
53 Figure Drivers of store choice for breakfast on-the-go
54 Figure Drivers of item choice for breakfast on-the-go
55 Graph Barriers to purchase for breakfast on-the-go
56 Figure Items caught but not bought for breakfast on-the-go
57 Graph Modality for breakfast on-the-go
61 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. Figures and graphs
62 Figure Time of day for lunch on-the-go
63 Graph Day of week for lunch on-the-go
64 Graph Channel share for lunch on-the-go
65 Figure Retailer share for lunch on-the-go
66 Graph Categories shopped for lunch on-the-go
67 Graph Drinks bought with lunch on-the-go
68 Graph Spend on lunch on-the-go
70 Figure Circumstances for lunch on-the-go
71 Figure Working day
72 Figure Items brought from home
73 Figure Items bought by shoppers who bring items from home
74 Figure Drivers of store choice for lunch on-the-go
75 Figure Drivers of item choice for lunch on-the-go
77 Graph Barriers to purchase for lunch on-the-go
78 Figure Items considered but not bought for lunch on-the-go
79 Figure Considered items for lunch on-the-go
80 Figure Considered items for lunch on-the-go
81 Graph Modality for lunch on-the-go
86 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 week
87 Figure Time of day for snacking on-the-go
88 Graph Day of week for snacking on-the-go
89 Graph Channel share for snacking on-the-go
90 Figure Retailer share for snacking on-the-go
91 Graph Categories shopped for snacking on-the-go
92 Graph Drinks bought with snacking on-the-go
93 Graph Spend on snacking on-the-go
94 Figure Sharing
96 Figure Circumstances for snacking on-the-go
97 Figure Drivers of store choice for snacking on-the-go

9. Figures and graphs
98 Figure Drivers of item choice for snacking on-the-go
99 Graph Barriers to purchase for snacking on-the-go
100 Figure Items considered but not purchased for snacking on-the-go
101 Figure Items considered but not purchased for snacking on-the-go
102 Figure Items considered but not purchased for snacking on-the-go
103 Figure Items considered but not purchased for snacking on-the-go
104 Graph Modality for snacking on-the-go

10. The on-the-go shopper missions:
definition
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11. The on-the-go shopper missions: definition – Groupings of retailers
Supermarket Fast Food Restaurant
Convenience store
Independents Bakery
Newsagent Corner shop
Sandwich shop
Coffee Shop
High Street
Retailer
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12. The on-the-go shopper missions: definition – Symbols
Throughout this report we use different pictures and symbols to make it easier to see which
mission we are talking about and how the data on the page has been collected.
These symbols appear in the
bottom right hand corner and
represent:
Breakfast on-the-go Lunch on-the-go Snacking on-the-go
These symbols appear in the
top right hand corner and
represent data gathered
through:
Diaries Quantitative survey Focus Groups Snapshot survey
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13. Retailer propositions – The upsurge of the coffee shop
Although 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 6am
through 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. 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.
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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 a
28% third purchasing between
8 and 9am.
81% eat within 30 minutes
and 93% eat within an
35% hour of purchase.
19%
a.m
17%
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16. The breakfast on-the-go shopper mission: shopper motivations and behaviours – Modality
Typical 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
%
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17. Methodology
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18. Methodology
Evolution’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 research
Main 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.
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19. Methodology: quantitative research - survey
General 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
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20. Glossary
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21. Glossary
ABC1C2DE – Socio demographic profile using job type (if applicable). Mental budget - An often subconscious budget most shoppers possess before and
Above the line (ATL) – Advertising using the main 5 media types of television, press, during a shopping trip, which influences overall and individual item spend.
radio, cinema, and posters to promote brands. Mid cap – A promotional position in the middle of a main aisle, usually identified by a
Barker – 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 choice
promotions as short-term incentives, largely aimed at consumers in-store. Modality – The way a shopper behaves in-store
Big Four – The largest four grocer retailers in the UK by market share. Multi-buy – A promotional activity that requires purchasing of more than one
BOGOF – 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 development
Category 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. outside
Channel – Retail distribution type for example supermarket, c-store, CTN the home
Circumstances – The circumstances of the shopper when they undertake their shop PFS – Petrol filling station
Consumption mindset – The mindset of the shopper relating to the actual POP – Point of purchase
consumption 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 their
CTN – 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’s
health 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 a
Digital media – digital marketing medium for example social media, mobile, digital store within a stated period
signage. Supermarkets– A retail store stocking food and grocery. Stores range from small
Evening meal on-the-go - Food and/or drink at dinner time outside the home. supermarkets (for example Lidl, Iceland), to large supermarkets (also known as
FMCG – 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 branded
Gondola 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 the
Lunchtime 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 and
includes items purchased for immediate consumption back at the workplace takeaways.
Main shop shopper mission - Main household shops, usually planned covering most
categories. Often at weekend.
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22. Contact us
Evolution Insights Ltd
Prospect House
32 Sovereign Street
Leeds
LS1 4BJ
Telephone: 0113 336 6035
e-mail: enquiries@evolution-insights.com
Web: http://www.evolution-insights.com
Company No. 07006001
Country of Incorporation: United Kingdom
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