AUTOMOTIVE
BEAUTY
Examining the Foodservice Market and Capitalising on
Key Trends
COMMERCIAL TECHNOLOGY
CONSUMER TECHNOLOGY
ENTERTAINMENT
Sean Ward
Business Analyst
UK Foodservice (CREST)
FASHION
FOOD & BEVERAGE
FOODSERVICE
HOME
OFFICE SUPPLIES
SOFTWARE
SPORTS
TOYS
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NPD Companies
Follow us
Today’s Agenda…
 What is CREST
 Total Out Of Home Performance
 Core Protein Trends by Category
 QS Fish and Chips
 Market Opportunities
 Final Thoughts
]2[
Global perspective…
THE CURRENCY FOR FOODSERVICE INDUSTRY
DECISIONS IN EUROPE AND ACROSS THE WORLD
“Consumer Reports on Eating Share Trends”
Paper Diary started in 2001
Online questionnaire as of April 2007
USA
Canada
Great Britain Germany
France
Spain
Italy
Russia
Japan
China
Australia
Mexico
]3[
Basic Methodology…
Collection:
Completes:
Tracking:
When:
Projected:
Brand:
Online (since 2007)
5000-6000 per/Country per/Month
Out of Home Meals & Snacks
Yesterday’s behavior
Total Country (GB, FR, DE, ES, IT)
2012 launch of CREST in Russia
System-wide Performance
Sales/Visits:
Same-Store Sales
Data:
Consumer Perceived
Sample:
Discontinuous
Outgo:
Continuous
4
]4[
Clients in Great Britain…
]5[
Looking at Traffic, Spend, and Sales on an annual basis, we can see the traffic is still in slight
decline. Sales increases are driven by average spend
Total Out of Home (OOH)
UK
Quarterly and Annual % Change
Traffic
Avg Ind Spend
Sales
YE
Mar ‘11
Source: NPD CREST ®
YE
Mar ‘12
YE
Mar ‘13
] 6] 6[ [
Per Capita restaurant visits in 2013 held relatively steady at 178, while consumers 50-64
posted minimal gains for the same period
Total Out of Home
Per Capita Visits (Average Annual Visits per British Consumer)
7
Source: The NPD Group / CREST / UK National Statistics, National Population
Projections
]7[
Total Out Of Home
TOTAL OUT OF HOME
Total Commercial
QSR
Pubs
Full Service
Café/Bistro
Travel & Leisure
Commercial Vending
Total Non-Commercial
Workplace (Canteen)
College & University (Canteen)
Workplace & College University(Vending)
8
]8[
The Total OOH industry experienced negative Traffic growth, sourced to <18 and >65
at Lunch, Dinner and Snacking Occasions; No Deal/Promotion increased, driving up
Price per item and driving down items per eater
Total Out of Home
Components of Spending
YE Mar '13 vs ‘12
Total Out of Home
Directional Traffic Change (000)
SALES
+0.5%
£49.5 Billion
AVERAGE SPEND
+0.7%
₤4.49
Items Per Eater
-1.2%
2.4
Price Per Item
1.7%
£1.84
VISITS/TRAFFIC
-0.2%
11.0 Billion
< 18
Breakfast
18-24
Lunch
25-34
Dinner
35-49
Snack
50-64
> 65
Mon-Fri
Sat-Sun
Male
Female
On-Premises
Off-Premises
ABC1
C2DE
Deal/Promotion
No Deal/Promotion
Adult Only Parties*
Parties with Kids*
Source: NPD CREST ®
* = Meal Occasions
(+) / (-) = Small Sample (Directional) | 9(++) or (--) YoY % <> 15% | NA = sample too small to report
]9[
QSR was the only industry bright spot with Modest Traffic gains; Pubs performance
lost its spark from Q2 11 onwards
Major Commercial Channels
Traffic Trend (Quarterly & Annual)
Quick Service
2%
Pubs
0%
0%
0%
-1%
Full Service
(Incl. Café/Bistro)
-5%
-2%
-2%
-1%
-1%
-1%
Travel & Leisure
-5%
Q1
11
Source: NPD CREST ®
-2%
-2%
-1%
-1%
Q2
11
Q3
11
Q4
11
Q1
12
0%
0%
0%
0%
-1%
-2%
-3%
0%
1%
0%
-1%
Q2
12
Q3
12
Q4
12
Q1
13
YE
Mar
‘11
YE
Mar
‘12
10 or (--) YoY % <> 15% | NA = sample too small to report
(+) / (-) = Small Sample (Directional) | (++)
YE
Mar
’13
] 10 [
QSR had the highest percentage growth in Traffic compared to year ago – All channels
except for T&L posted negative growth
Total Out of Home (OOH)
Traffic Change (000) and Trend by Channel
YE Mar '13 vs. ‘12
%
Traffic
Share
Category
Visit Change
%
Traffic
Change
50.9%
QSR
0.6%
10.8%
Travel & Leisure
0.0%
1.5%
College/Uni Canteen
-1.7%
2.5%
Café/Bistro
-1.5%
11.1%
Pubs
-0.4%
4.2%
Vending
-1.2%
10.6%
FSR
-1.3%
11.0%
Workplace Canteen
-2.3%
Source: NPD CREST ®
11 or (--) YoY % <> 15% | NA = sample too small to report
(+) / (-) = Small Sample (Directional) | (++)
] 11 [
Motorway Service stations had the highest percentage Traffic growth, followed by QS
Sandwich and QS Burger
%
Traffic
Share
8.3%
5.4%
13.4%
3.5%
4.5%
1.3%
4.2%
1.6%
0.2%
2.0%
2.3%
0.9%
3.0%
1.5%
0.7%
1.3%
2.6%
1.6%
2.4%
4.2%
4.8%
Source: NPD CREST ®
Total Out of Home (OOH)
Traffic Change (000) and Trend by Category
YE Mar '13 vs. ‘12
Category
QS Burger
QS Coffee
Retail/Supermarket
QS Sandwich
QS Bakery
Ice cream Shop
Hotel
In-Store Restaurant
Motorway Service Stations
QS Pizza/Italian
FS Pizza/Italian
Petrol Station
QS Fish n Chips
Bar/Club
On-Board Catering
Leisure/Entertainment Oth
QS Chicken
FS Ethnic
QS Other
FS Traditional
QS Ethnic
Visit Change
(442)
(862)
(1,240)
(1,974)
(2,363)
(3,861)
(4,417)
(4,715)
(6,685)
(13,287)
19,729
13,029
10,569
10,289
3,973
2,487
2,099
831
586
360
265
12 or (--) YoY % <> 15% | NA = sample too small to report
(+) / (-) = Small Sample (Directional) | (++)
%
Traffic
Change
2.2%
2.2%
0.7%
2.7%
0.8%
1.8%
0.5%
0.5%
3.2%
0.2%
0.1%
-0.5%
-0.3%
-0.8%
-2.6%
-1.6%
-1.3%
-2.4%
-1.7%
-1.4%
-2.4%
] 12 [
Among Major Brands, Subway now ranked third, even though it had the highest percentage
Traffic growth – McDonalds still leading all Major Brands
%
Traffic
Share
6.4%
1.8%
1.1%
3.2%
1.7%
1.7%
3.1%
0.8%
1.0%
1.1%
1.5%
1.3%
0.9%
0.7%
0.4%
0.8%
0.6%
2.3%
0.3%
0.9%
0.5%
0.6%
0.8%
0.5%
0.4%
1.8%
Source: NPD CREST ®
Total Out of Home (OOH)
Traffic Change (000) and Trend by Brand
YE Mar '13 vs. ‘12
Category
Visit Change
McDonald's
Costa Coffee
Subway
Greggs/Bakers Oven
Wetherspoon
ASDA
Tesco
Pret A Manger
M&S Off-Premises
Starbucks
Morrissons
Burger King
Caffé Nero
Harvester
Nandos
Co-op
Domino's Pizza
Sainsbury
Pizza Express
Brewers Fayre
Pizza Hut Full Servi
Beefeater
Boots
Toby Carvery
Pizza Hut Delivery
KFC
%
Traffic
Change
-5,915
-13
-56
-534
-635
-875
9,184
7,967
6,943
4,625
4,424
3,432
2,842
2,525
1,816
1,684
1,636
1,617
1,479
1,434
930
598
428
416
201
17,554
13 or (--) YoY % <> 15% | NA = sample too small to report
(+) / (-) = Small Sample (Directional) | (++)
2.5%
4.9%
7.3%
2.0%
2.5%
2.4%
1.0%
3.3%
2.4%
1.5%
1.1%
1.2%
1.6%
2.0%
3.1%
1.0%
0.9%
0.2%
1.1%
0.2%
0.0%
-0.1%
-0.6%
-1.1%
-2.2%
-2.9%
] 13 [
Traffic trend shows that Brands outperformed Independents as consumers reverted
back to familiar/safe options during this economic downturn
Total Out of Home (OOH)
Brands vs. Independents
Traffic Trend
YE Mar '13 vs. ‘12
3-Year
CAGR
-0.8%
Total
2.5%
Major Brands
2.1%
Small Brands
-3.8%
Independents
Source: NPD CREST ®
14 or (--) YoY % <> 15% | NA = sample too small to report
(+) / (-) = Small Sample (Directional) | (++)
] 14 [
Protein Performance by Channel
15
] 15 [
Total Protein Servings Distribution by Channel
TOTAL OUT OF HOME
YE Mar ’13 vs. ‘12
Total Protein
Servings
Non-Protein
Food Servings
66.4%
11.5 Billion
33.6%
5.8 Billion
At a topline level, Total
protein performed well
for the YE Mar ‘13
+53.3
Million
Servings
-168 Million
Servings
Total Protein include Meat, Poultry, and Seafood
16
40.7%
Meat and Poultry Servings Distribution by Channel
= Quick Service
TOTAL OUT OF HOME
YE Mar '13 vs. '12
= Full Service/Travel & Leisure
8.5%
= Workplace & Education
50.7%
Pubs = 18.5% (+0.6 ppts)
FSR = 9.7% (-0.8 ppts)
QSR = 50.7% (+1.2 ppts)
More specifically, Protein
gains sourced almost
entirely to the Quick
Service Restaurant
Channel; still the
industry bright spot as
consumers continue to
trade-down from Pubs
and FSR
Café/Bistro = 2.3% (= +0.1ppts)
T&L = 10.2% (-0.6 ppts)
Workplace = 7.1% (-0.3 ppts)
Education 1.4% (+0.1 ppts)
17
Main Protein group performance
Protein Servings
TOTAL OUT OF HOME
YE Mar 13 vs. ‘12
Share of
Protein
Servings
YE Mar '13
Protein
Servings
(000)
YE Mar ‘13
28.4%
1,650,071
Total Poultry
22.3%
1,295,394
Total Beef & Veal
1.6%
91,865
29.7%
1,725,368
Menu
Importance
Change
YE Mar ‘13
Servings Change
0.0
-17,042
0.0
-6,537
Total Lamb
3,314
Total Pork
Pork gains also sourced to a wide
range of demo and occasions.
There has been a focus on
breakfast by major brands, as a
result Total Pork is seeing
servings increases
85,644
18
0.0
0.6
] 18 [
Protein detail performance
Share of
Protein
Servings
YE Mar ‘13
5.9%
14.2%
8.9%
7.2%
6.3%
2.7%
1.0%
4.4%
0.6%
1.6%
1.7%
2.7%
1.1%
0.9%
3.8%
1.9%
0.6%
1.0%
2.3%
1.1%
1.1%
7.7%
0.3%
0.3%
0.6%
1.0%
1.7%
2.8%
1.0%
3.7%
4.5%
2.0%
3.2%
Servings
(000)
Millions
YE Mar ‘13
Protein Servings
TOTAL OUT OF HOME
YE Mar 13 vs. ‘12
Servings Change
344,227
825,927
516,047
417,625
364,046
155,416
55,572
253,443
36,592
91,971
100,935
154,053
65,789
50,808
222,693
111,771
33,595
59,478
131,474
61,188
64,818
448,138
19,444
16,586
33,775
55,273
98,520
163,916
55,504
217,229
259,694
118,648
184,837
* Low sample – Please use directionally
Menu
Importance
Change
YE Mar ‘13
As noted on previous slide, Pork
performing well among breakfast
items, while main opportunity
appears to be development of
lunch and dinner offerings, on
the go offerings that appear to
the 18-34 year old consumer, and
items that maintain the everyday
good value slot (via deals or
everyday affordable pricing)
19
0.3
0.3
0.2
0.2
0.2
0.1
0.1
0.1
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
-0.1
-0.1
-0.1
0
0
-0.2
-0.2
] 19 [
Fish Burgers and Fish Sandwiches share of Fish/Seafood servings has increased compared to
last year
Total Out of Home
Fish/Seafood Servings Distribution
Total Servings:
958,988,000
976,716,000
Seafood Sandwich
10%
11%
Fish Sandwich
20%
20%
Fish Burger
4%
5%
Crabcake / Fishcake
18%
17%
37%
35%
10%
11%
YE Mar 12
YE Mar 13
Total Seafood
Fried Fish
Non-Fried Fish
Proprietary and confidential - for client use only
Source: The NPD Group/ CREST 
] 20 [
At a Total level Fish servings declined at a Total Out Of Home level
Total Out of Home
Fish - Servings Distribution
450.4 Mio
448.1 Mio
43%
43%
Haddock
9%
9%
Cod
14%
16%
30%
27%
YE Mar 12
YE Mar 13
Other White Fish
Salmon
Mackerel
Tuna
Trout
Proprietary and confidential - for client use only
Source: The NPD Group/ CREST 
] 21 [
Cod contributed to Total Fried Fish declines YE Mar 13 Vs. YA. Non- Fried Fish actually saw
servings increases due to Salmon, Haddock and Cod
Total Out of Home
Servings Distribution
Non-Fried Fish
Fried Fish
352.6 Mio
343.7 Mio
97.9 Mio
104.4Mio
Salmon (Smoked)
21%
18%
Salmon (Grilled)
12%
13%
Other White Fish
Other Fish
49%
51%
Mackerel
Haddock
15%
Cod
36%
17%
32%
Haddock
Cod
Tuna
Trout
YE Mar 12 YE Mar 13
Proprietary and confidential - for client use only
24%
31%
9%
8%
10%
7%
11%
2%
12%
10%
11%
4%
YE Mar 12 YE Mar 13
Source: The NPD Group/ CREST 
] 22 [
Quick Service
QUICK SERVICE RESTAURANTS (QSR)
QS Burger
QS Fish & Chips
QS Chicken
QS Sandwich
QS Bakery
QS Coffee
QS Pizza/Italian
QS Ethnic
Retail/Supermarket
Petrol
QS Other
] 23 [
Beef and Pork posted the strongest gains at QSR this year
Protein Servings
QUICK SERVICE RESTAURANTS
YE Mar 13 vs. ‘12
Share of
Protein
Servings
YE Mar ‘13
Protein
Servings
(000)
YE Mar ‘13
34.2%
1,009,349
Total Poultry
23.7%
699,956
Total Beef & Veal
0.5%
15,705
23.9%
705,652
Menu
Importance
Change
YE Mar ‘13
Servings Change
Total Lamb
Total Pork
5,483
0.1
36,425
0.6
1,399
0.1
59,595
0.8
] 24 [
Fried fish saw serving decreases within the QSR Market. Fish Burgers and Crab/Fish cakes
were the main contributors to the increase.
Seafood Servings
QUICK SERVICE RESTAURANTS
YE Mar 13 vs. ‘12
Total Servings
Seafood Sandwich
429,620,900
451,245,800
12
12
26
25
6
1
5
8
1
6
47
44
2
3
YE Mar 12
YE Mar 13
Fish Sandwich
Fish Burger
Crabcake / Fishcake
Total Seafood
Fried Fish
Non-Fried Fish
Proprietary and confidential - for client use only
25 NPD Group/ CREST 
Source: The
Most of the Fish eaten at QSR is reported as “Other White Fish”
Fish Servings
QUICK SERVICE RESTAURANTS
YE Mar 13 vs. ‘12
Total Servings
203,686,700
200,060,400
64
67
Other/Unknown
Fish Type
Haddock
10
11
Cod
Proprietary and confidential - for client use only
27
22
YE Mar 12
YE Mar 13
26 NPD Group/ CREST 
Source: The
Pub Channel
Pubs
Branded Pubs
Non-Branded Pubs
] 27 [
Extended early morning hours and aggressive deal/promotion activity helped to prop-up the
Pub Channel this year
] 28 [
Pubs posted a slight correction in early 2011, but may be scratching their head regarding what
to do next
Pubs
Components of Spending - % Change vs. Year Ago
Traffic
Spend
Sales
1%
1%
-1%
-4%
-1%
YE Mar
'10
-5%
0%
YE Jun
'10
1%
1%
2%
-3%
1%
1%
0%
0%
0%
-1%
0%
0%
0%
0%
0%
0%
0%
Breakfast
Family
Food Focus
Deals
0%
YE Sep
'10
1%
YE Dec
'10
YE Mar
'11
Proprietary and confidential - for client use only
YE Jun
'11
YE Sep
'11
YE Dec
'11
YE Mar
YE Dec
'12
YE Jun 12 YE Sep 12
12
Source: The NPD Group/ CREST 
YE Mar
13
] 29 [
Beef and Pork posted gains at Pubs in 2013
Share of
Protein
Servings
YE Mar ‘13
23.5%
28.1%
Protein Servings
PUBS
YE Mar 13 vs. ‘12
Protein
Servings
(000)
YE Mar ‘13
253,259
302,485
2.5%
27,150
28.0%
301,467
Menu
Importance
Change
YE Mar ‘13
Servings Change
Total Poultry
11,401
Total Beef & Veal
-1,262
Total Lamb
-1,366
Total Pork
0.5
Beef and Lamb are the only
proteins that have seen
declines at Pub
Pork almost on a par with
Beef in terms of share of
Pub Servings. Pork has
seen an increase of over
26 million servings
26,690
-0.2
-0.2
1.3
] 30 [
Seafood has increased share within pubs compared to year ago
Seafood Servings
Pubs
YE Mar 13 vs. ‘12
Total Servings
Seafood Sandwich
Fish Sandwich
Fish Burger
154,329,200
168,299,400
5
7
2
3
31
Crabcake / Fishcake
6
8
2
1
Mussels
0.8
Calamari
1.0
Scampi
13.8
Prawn
10.8
Prawn-Cocktail 4.5
Seafood-Other
4.7
30
Total Seafood
39
39
14
15
YE Mar 12
YE Mar 13
Fried Fish
Non-Fried Fish
Proprietary and confidential - for client use only
31 NPD Group/ CREST 
Source: The
Mussels
1.1
Calamari
1.9
Scampi
12.9
Prawn
7.9
Prawn-Cocktail 3.6
Seafood-Other
5.7
Cod has increased in servings share, and drove fish servings within pubs
Fish Servings
Pubs
YE Mar 13 vs. ‘12
Total Servings
82,034,430
90,247,340
19
18
Other White Fish
Salmon
16
Mackerel
11
3
2
Haddock
19
21
Cod
Tuna
43
45
1
0
1
YE Mar 12
YE Mar 13
Trout
Proprietary and confidential - for client use only
32 NPD Group/ CREST 
Source: The
Full Service (Including Café/Bistro)
FULL SERVICE RESTAURANTS (FSR)
FS Traditional
FS Pizza/Italian
FS Ethnic
FS Other
Café/Bistro
(+) / (-) = Small Sample (Directional) / (++) / (--) YoY % <> 15%
33
] 33 [
Not only do we see an overall servings decline among most proteins at FSR, but menu
importance/incidence among top performers like beef also down; Only pork has seen servings
growth
Share of
Protein
Servings
YE Mar ‘13
Protein
Servings
(000)
YE Mar ‘13
Protein Servings
FULL SERVICE RESTAURANTS (INCL. CAFÉ/BISTRO)
YE Mar 13 vs. ‘12
Menu
Importance
Change
YE Mar ‘13
Servings Change
22.4%
155,798
Total Poultry
17.1%
118,779
Total Beef & Veal
4.1%
28,160
Total Lamb
33.4%
232,174
-1.2
-19,512
-1.0
-15,145
-1,172
Total Pork
-0.1
10,701
34
0.8
] 34 [
Fish and Seafood sandwiches have slightly increased share at Full Service Restaurants
Seafood Servings
Full Service Restaurants
YE Mar 13 vs. ‘12
Total Servings
Seafood Sandwich
Fish Sandwich
164,740,700
152,247,800
4
10
2
2
Fish Burger
37.4
Crabcake / Fishcake
Total Seafood
5
11
1
3
Mussels
3.8
Calamari
4.0
Scampi
3.3
Prawn
14.8
Prawn-Cocktail 2.1
Seafood-Other
11.4
36.1
26
25
18
19
YE Mar 12
YE Mar 13
Fried Fish
Non-Fried Fish
Proprietary and confidential - for client use only
35 NPD Group/ CREST 
Source: The
Mussels
3.3
Calamari
4.7
Scampi
3.7
Prawn
13.4
Prawn-Cocktail 2.9
Seafood-Other
10.9
QS Fish and Chips
QS Fish and Chips
(+) / (-) = Small Sample (Directional) / (++) / (--) YoY % <> 15%
36
] 36 [
Fish & Chip shops posted consecutive rolling 52-week flat Visits, Spend, and Sales. Hasn’t been
able to build on declines Mar 12
Fish & Chips Shop Category
Components of Spending - % Change vs. Year Ago
Traffic
1%
1%
3%
3%
Spend
0%
0%
0%
Sales
1%
-2%
-4%
-3%
-1%
-2%
-1%
0%
-1%
0%
0%
YE Mar
YE Dec
YE Jun 12 YE Sep 12
'12
12
YE Mar
13
-2%
-3%
-2%
-1%
0%
-1%
-1%
YE Mar
'10
YE Jun
'10
YE Sep
'10
YE Dec
'10
YE Mar
'11
YE Jun
'11
Proprietary and confidential - for client use only
YE Sep
'11
37
YE Dec
'11
Source: The NPD Group/ CREST 
] 37 [
What did consumers report when asked why they choose to eat
outside the home
FISH AND CHIP SHOPS = Family Time





PUBS = Family & Friends Time
Didn’t want to cook/Nothing home
To satisfy hunger or thirst
To Treat Myself/Others/Kids
To eat as a family/Spend time
Because Of Travel/Events/Holiday





Socializing with friends
To eat as a family/Spend time
To Treat Myself/Others/Kids
Dining as a couple
To satisfy hunger or thirst
QSR = Convenience





FSR = “Lacks Definition”
To satisfy hunger or thirst
I was at work
Didn’t want to cook/Nothing home
To Treat Myself/Others/Kids
Fitted In With A Shopping Trip





Socializing with friends
To Treat Myself/Others/Kids
To satisfy hunger or thirst
Fitted In With A Shopping Trip
To eat as a family/Spend time
38
38
All dealing is down, but QS Fish & Chips and QS Ethnic are way below the industry
average. Also the database is consumer perceived, often respondents don’t consider a
long running deal as a deal
Meal Deal/Promotion Traffic % by Category – YE Mar ‘13 vs. ‘12
YE Mar 12
50
49 47.6
48
46.6
YE Mar 13
50.9
44 42.4
29
23
21 20.3
15
18.2
25 24.3
19.4
Q
Q
i sh
SF
n
C
ps
hi
Q
SC
25.8
18 16.1
10 9.4
6 5.9
r
ge
r
u
SB
25 23.9
h
n
ke
ic
Q
S
w
nd
a
S
h
ic
Q
ry
ke
a
SB
Q
SC
e
fe
of
Q
Proprietary and confidential - for client use only
S
a/
zz
Pi
n
li a
a
It
Q
39
SE
c
ni
th
l/
ai
t
Re
m
er
p
Su
t
ke
r
a
l
tr o
e
P
n
io
at
t
S
FS
d
Tra
l
na
o
iti
FS
n
lia
a
t
I
a/
zz
i
P
FS
Et
ic
hn
Source: The NPD Group/ CREST 
] 39 [
More of the same or just more?
What’s the
“best” way to
drive Visits/Traffic
growth…






Frequency or
Penetration?
Loyalty Cards
Multi-Daypart Loyalty
Bounce-Back Receipt
Kids/Family Promotions
Take-Away/Dine-In
Etc…
40
40
Other Market Trends
41
] 41 [
Has Food mislabelling may have tainted one of Britain’s most treasured culinary institutions? IS
better labelling the answer?
Too many cases for it to be
labelling mistake
Successful Fish and Chip
shop owner outlines type of
Fish and when it was caught.
42
Blending clock time and consumer perceived daypart reveals a very complex consumer
landscape with overlapping needs
Visit Share
Breakfast
AM
Snack
Lunch
Afternoon
Snack
Dinner
Evening
Snack
9%
8%
33%
16%
28%
5%
] 43 [
-5%
Satisfy Hunger
Take A Break
MIDNIGHT
22:00-22:59 PM
21:00-21:59 PM
Afternoon
Snack
20:00-20:59 PM
19:00-19:59 PM
18:00-18:59 PM
17:00-17:59 PM
16:00-16:59 PM
15:00-15:59 PM
AM
Snack
14:00-14:59 PM
13:00-13:59 PM
NOON
40%
11:00-11:59 AM
45%
10:00-10:59 AM
09:00-09:59 AM
08:00-08:59 AM
07:00-07:59 AM
06:00-06:59 AM
05:00-05:59 AM
04:00-04:59 AM
03:00-03:59 AM
02:00-02:59 AM
01:00-01:59 AM
00:00-00:59 AM
As with the other core dayparts including Morning Meal, Lunch, and Dinner, consumers have
different motivations for the various Snacking occasions throughout the day
Evening
Snack
35%
30%
25%
20%
15%
10%
5%
0%
Treat & Socialize
] 44 [
Market opportunities…

More “Ready to Eat” in Retail/Supermarket and Coffee Shops

Seafood as an Ingredient (snacking, menu trade-out, etc.)

Focus on driving parties with kids


More Sandwiches and Wraps (Fish Finger Wraps/Dips)

Consider family and sharing options
Introduce two-for programs on higher priced items. Deal smart!

Bundle with Dessert (over other items such as alcohol)

More Deal/Promotions at Fish & Chip Shops

QSR Sandwich variety targeted at Lunch Daypart. Go premium!

More focus on Sandwiches Pubs and FSR

Help drive FSR recovery with menu options that excite consumers

Fish & Chip shops should innovate without compromising tradition

Focus on Incidence/Menu Importance, not just Servings

Focus on portions and portability

Grow frequency now, and penetration later

Keep it simple!
] 45 [
] 46 [
Thank You
Industries
Automotive
Beauty
Entertainment
Fashion
Food / Foodservice
Home
Office Supplies
Sports
Technology
Toys
Video Games
Wireless
Countries
Australia
Austria
Belgium
Brazil
Canada
China
France
Germany
Italy
Japan
Mexico
Netherlands
New Zealand
Poland
Portugal
Russia
Spain
Sweden
United Kingdom
United States
] 47 [
Data Sharing Guidelines
NPD actively supports use of CREST data in discussions and
negotiations with your clients, as this is in with The NPD
Group corporate objective of being the “currency” in markets
where we operate. However, more-and-more CREST data is
being given directly to non-subscribing chains, operators,
distributors, media, and others.
 We encourage use of CREST data to facilitate discussions
and negotiations with your clients (regardless of their
status as a CREST subscriber).
 Please don’t leave CREST reports/presentations behind in
electronic format with non-subscribing third parties.
 Do not “give” data directly to non-subscribers.
If you’re unsure of what can and can’t be shared, consult
with your client development representative.
Non-Disclosure Clause -- Client shall not
allow any Reports (including any Data)
supplied to Client to be made available to
any third party other than Client's officers,
directors and employees. However, upon
the prior written consent of NPD or as
specifically described on the front of this
Agreement, Client may provide Reports to
Client’s advertising agency or marketing
affiliates for use in Client's business. The
obligations of Client under this Condition
shall continue in effect for two years after
Client received any Report (or Data
therefrom) whether or not this Agreement
is terminated during such period. Client
shall procure that no Reports supplied by
NPD and used by Client or its said
advertising agency or its said marketing
affiliates shall use the name of NPD without
the prior written consent of NPD
]] 48
48 [[
CREST Measures and Basic Calculations
Raw Sample (Transactions)
 Total number of completed surveys
Sales:
 Estimate of total consumer expenditures for commercial
foodservice meals and snacks, excluding any tip.
Visits/Traffic:
 Total consumer-reported meals/snacks from commercial
foodservice outlets. “Heads” through the door. Derived
from reported meals/snacks by teens, adults, and kids under
13 reported by adults.
Servings:
 The number of times a food or beverage was ordered at a
commercial restaurant.
Average Individual Spend:
 Average amount paid for one eater’s food and beverage.
Does not include tip, but does include VAT
Average Party Size:
 Average number of people in a party. This includes guests
and kids. It is derived from the question: “Including
yourself, please select the number of adults, teens and
children in your party.”
Average Price Per Item (**)
 Average Individual Spend divided by Items per Eater
Average Items Per Eater / Order Size / Basket (*)
 Average number of different food items per person, per
meal/snack.
(*) Order size does not include same item multiples or refills.
(**) CREST does not collect item price thus can’t size market value for
specific product (e.g. burgers, cereal, etc.)
Menu Importance / Incidence
 Simply stated, the % of orders (or visits) that include a
specific food or beverage item, group of items, or category
of items. A pure measure of item importance
Index
 Reflects the relative importance of a specific variable (e.g.
demo, occasion segment, etc.)
Per Capita
 # of times the average GB consumer eats an out of home
meal or snack in a given year. This can be looked at by any
filter with matching population counts (e.g. age, income,
gender, etc.)
% Change vs. Same Period Year Ago
 YOY or PCYA the % change vs. same time period year ago
(e.g. annual, quarter, month, etc.).
Compound Rate of Change
 CAGR = Average annual % change over a period of two-years
or more
Penetration
 The percentage of the GB population who visit a specific
brand, category, channel, or segment in a given 4-week
period
Frequency
 How often a typical consumer frequents a specific brand,
category, channel, or segment of the industry in a 4-week
period
Contribution to Growth/Decline
 CTG and/or CTD = % of visit or servings growth/decline
sourced to a specific variable (e.g. demo, occasion segment,
etc.)
] 49 [
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