Consumers Eating Out
Trends & Behaviours
Tom Collins – Insight & Innovation Specialist
What we will cover.....
•Insight & Innovation team
•PERIScope 6
•Importance of buying Irish
•Food-to-go Definition
•Consumer Lifestyle Trends
•Upcoming Research
Insight & Innovation Team
Head of Insight
& Innovation
Brand Development
Specialist
Innovation Specialist
Innovation Specialist
Brand Manager
Innovation &
Entrepreneurship
Inspire and influence
others to be passionate
about consumers
Distil market and
consumer knowledge
into simple, clear
actionable implications
Define and communicate
opportunities fro growth
Use technology to seek
out deep consumer
understanding
and insights
Help companies
create and build brands
based on consumer
insight
Embed learnings
and ensure they are
applied to drive growth
6
Eating out of home
Few times/once a week
Few times/once a month
Every few
months/rarely/never
Why do consumers eat out?
1. Too tired to make something at home
31%
2. A Chance to meet friends/catch up
30%
3. Not good at cooking/don’t like cooking
30%
Another important driver....
My working day is longer
21%
7%
The importance of buying Irish
Buying Local
Very Important
Fairly Important
Neither/nor
Not very important
Not at all important
Origin....
Always check
Sometimes check
Never check
Don’t know
81%
Quality....
Always check
Sometimes check
Never check
Don’t know
10%
Food-to-go Definition
•
There was a time when food to go used to mean picking up a bag of
crisps…
The Consumer Definition...
Snacks
Food To Go
Substantial
Insubstantial
Real Food
Treats
Meal Replacement
Indulgent
Nutritious
Boredom Relief
Satisfying
Craving
Nourishing
Gap Fill
The Consumer Definition...
Snacks
Food To Go
Substantial
Insubstantial
Real Food
Treats
Meal Replacement
Indulgent
Nutritious
Boredom Relief
Satisfying
Craving
Nourishing
Gap Fill
Ready To Eat
Detailing a trend...
Sub-trend
Driver
Driver
Driver
The forces and energies
shaping the trend
Sustained
change in
consumer
attitudes, needs,
wants and
behaviours
Sub-trend
Sub-trend
Ways in which the
trends are playing out
in today’s world
“I want to manage my busy life
and make sure that I am at my
best for whatever the day
presents”
“I want to get more enjoyment
from the simple things in life;
to have experiences that add
more fun and meaning”
“I am mindful that I need to
live more responsibly; I want
to make better choices that
make a difference without
having to compromise”
“I
want a balanced approach to
health and wellness, to have
greater control through the
choices I can make”
“I
like to pursue better value,
to help maintain my lifestyle
and to get the most from the
money I have”
“I
am looking for products and
brands that are real, authentic
and honest, because I know I
can trust what's in them and
where they come from”
‚I want to stay in control of my busy life and make sure that I am at my best for whatever the
day presents‛
Evolution....
As people fall back into old routines, they look
to resolve the tension between ‘on the go’ needs
and making good choices
Globally, sales of healthy snacks are forecast to rise
by more than a fifth by 2014.1
Managing energy levels is becoming increasingly
sophisticated and a top of mind need
Satiety foods that offer slow release energy are
moving more into the mainstream .
Drivers
Sub-trends
Simple by design
Proliferation of new media and
telecommunications technology and
devices
Solutions that reduce complexity and save
time
Guided choice
Ways to make good choices more quickly
and easily
Changing working patterns
Conveniently there
Improved convenience and portability
Increasing mobility
Continuing economic
uncertainty
Peak performance
Managing your physical and mental
performance during the day
Winding down
Slowing down and escaping to recharge the
body and mind
Drivers
Sub-trends
Simple by design
Proliferation of new media and
telecommunications technology and
devices
Solutions that reduce complexity and save
time
Guided choice
Ways to make good choices more quickly
and easily
Changing working patterns
Conveniently there
Improved convenience and portability
Increasing mobility
Continuing economic
uncertainty
Peak performance
Managing your physical and mental
performance during the day
Winding down
Slowing down and escaping to recharge the
body and mind
Conveniently There....
24hour Fresh Baked Bread
Fresh Crisps, Argentina
24 hour meals, Spain
Peak Performance....
M&S Range of RTE meals, UK&IRL
Learnings....
How can you offer more sophisticated energy benefits in your products?
 How can you use technology to help consumers find your products?
How might improvements to on-pack or menu information help people
to make purchase decisions more easily?
‚I want a balanced approach to health and wellness, to have greater control through the
choices I make‛
Evolution....
Food ‘baddies’ are increasingly being
demonised and ‘natural’ still resonates
strongly
Health and wellness has become more top of mind
for most people
‘I have made it a top priority in my life
to live a healthy lifestyle’1
% Agree
2009
100
2010
2011
90
80
70
60
58
70
62
53
63 64 64
55
50 51 51
59 61
66 65
50
40
30
20
10
0
Ireland
UK
Western
Europe
USA
BRIC
Drivers
Sub-trends
Proactive prevention
Increasing availability of
health information
Proactively defending the body against future
disease and illness through healthier choices
Finding balance
Looking for emotional and mental balance
via nutrition and lifestyle
Scientific advances
Image control
Managing weight and external appearance
Growing pressure on health
care resources
Good start
Ensuring children get the best start in life
Increasing life expectancy
Coping strategies
Using or excluding products in response to
modern-day ailments
Rising prevalence of lifestyle
diseases
Naturally good
Searching for the best from nature to
improve health
Drivers
Sub-trends
Proactive prevention
Increasing availability of
health information
Proactively defending the body against future
disease and illness through healthier choices
Finding balance
Looking for emotional and mental balance
via nutrition and lifestyle
Scientific advances
Image control
Managing weight and external appearance
Growing pressure on health
care resources
Good start
Ensuring children get the best start in life
Increasing life expectancy
Coping strategies
Using or excluding products in response to
modern-day ailments
Rising prevalence of lifestyle
diseases
Naturally good
Searching for the best from nature to
improve health
Finding Balance....
Optimism Cafe, Canada
Naturally Good....
JambaGo, US
Learnings....
How might your products offer health benefits as part of everyday
meals?
What benefits could you offer to help people maintain emotional
wellbeing?
What are the issues of most concern to parents when it comes to child
nutrition?
Upcoming Research....
December 2012....
Healthy Ageing
•To facilitate Irish Companies to successfully develop
better nutrition solutions in the elderly nutrition and
healthy ageing category
•Demonstrate how the elderly and healthy ageing
category could develop by 2020 (and beyond)
Early 2013....
Lunchtime Consumption
www.bordbia.ie
info@bordbia.ie
Thank You