The Home of
Food
The Home of
Food
Primary Objectives
•
Understand more about the world of food, across consumer food
trends, use of food media and response to food advertising
•
Demonstrate that C4 ‘know food’ and are at the vanguard of
consumer trends both in terms of programming content and affinity
with the lifestyles of the C4 target audience
•
Explore the hypothesis that the Channel 4 food environment results
in greater levels of engagement with food advertising
Methodology
•
•
•
1,000 Online interviews. Nationally representative
sample
Qualitative groups
In home interviews
The Home of
Food
Key Findings
Six typologies emerged that reflect the changing nature of of the food audience
Trends are understood and interpreted to suit people’s lives
‘Food TV’ works on many levels - it is much more than ‘How to TV’
Channel 4 is the food channel - an environment that gets you in the mood for
food
Source: Food on 4 Study, TWResearch
The Home of
Food Food fulfills different roles at different
occasions
Outer needs
Glory cooking
Theatre
Pride
Social lubricant
Spending time with
family and friends
About others
About me
Nurturing
Mothering
Fueling
Sustenance
‘Eat to live’
Inner needs
Source: Food on 4 Study, TWResearch
The Home of
Food
Cooking behaviour is very fluid
Food
reheating
Component
cooking
Source: Food on 4 Study, TWResearch
Add a twist
cooking
Partial scratch
Full scratch
The Home of
Food
Broad attitudinal typologies are identifiable
Social
lubricant
Outer needs
Glory cooking
Food
Lovers
Aspiring
Chefs
Timepressed
Foodies
About others
About me
Nurturing
Foodies
Convenien
ce Junkies
Food
Conscious
Fueling
Nurturing
Inner needs
Source: Food on 4 Study, TWResearch
The Home of
Food
Convenience Junkies
The Home of
Food
Aspiring Chefs
The Home of
Food Some of the big trends that
emerged…
Health & wellbeing top of mind for all typologies
(Perceived) lack of time impacts all typologies behaviour in different
ways
Quality and value of particularly importance
Ethical food gets a mixed response
Premium and indulgent food remains important even in current climate
Source: Food on 4 Study, TWResearch
The Home of
Food The importance of quality and good
value
Q. Thinking about food, how important are the following factors to you?
92%
Quality
89%
Good Value
85%
Price
77%
Healthy Food
68%
British Produce
65%
Food Waste
53%
Convenience
42%
Fair Trade Food
Food Miles
Organic
32%
28%
Source: Food on 4 Study, Propeller. Base:1,000 respondents
The Home of
Food
Nurturing
‘Organic’ is an overly abused genericFoodie
“There’s no
proof it’s better
for you”


•
More popular with
Aspiring Chefs
•
•
Strongly
associated with
better quality &
fresher food ie.
healthier
•
“Freshness and flavour
make the extra
expense worthwhile”
Aspiring Chef
Source: Food on 4 Study, TWResearch
•
Not clear what it
means
Higher cost and
good quality
alternatives mean
that many more
cynical as there is
no proven functional
benefit
Can be confusing
when compared to
other “ethical”
trends
The Home of
Food
Source: Food on 4 Study, TWResearch
The Home of
Food British-ness is about pride, quality and good
value
Source: Food on 4 Study, TWResearch
The Home of
Food ‘Value’ is becoming increasingly
important and will change
behaviour
Current ‘credit crunch’ clearly increasing price consciousness for all
typologies
More evidence of people shopping around for best deals and discounters like
Aldi becoming more acceptable
However, consumers are not basing purchasing decisions purely on price
Source: Food on 4 Study, TWResearch
The Home of
Food
Lipstick Effect
n. During a recession
there is a tendency for
consumers to purchase
small, comforting items
such as lipstick rather than
large luxury items.
“I’ll eat out less but have
nicer food at home”
Time-pressed Foodie
The Home of
Food Premium and indulgent food remain
important
‘Treat’ food has a role to play
Behaviour here is strongly linked to balance or credit / debit style
rationalisation seen with the health trend
Evidence that people are reallocating resources
Source: Food on 4 Study, TWResearch
The Home of
Food Food ideas come from a wide variety of
sources
TV
Programme
s
Adverts &
Sponsorship
s
Sunday
Supplement
s&
Newspapers
Food
magazines
Websites
Supermarke
t offers &
deals
Local
shops/farme
rs markets
Travel
Friends &
Family
Supermarke
t recipe
cards
Eating out
Recipe
books
Source: Food on 4 Study, TWResearch
The Home of
Food
Source: Food on 4 Study, TWResearch
The Home of
Food
TV programmes are a key influence for all
typologies
Sunday
Supplement
s&
Newspapers
Adverts &
Sponsorship
s
Websites
TV
Programme
s
Friends &
Family
Local
shops/farme
rs markets
Food
magazines
Recipe
books
Travel
Supermarke
t offers &
deals
Eating out
Supermarke
t recipe
cards
Source: Food on 4 Study, TWResearch
The Home of
Food Top selling recipe books all related to TV
ChefsHow much are your food ideas inspired by the following sources?
53%
Recipe Books
52%
Friends/Family
32%
Food TV Programmes
31%
Eating Out
25%
Websites
Supermarket recipe cards
24%
New/Different food products
24%
21%
Travel
17%
Adverts
13%
Food Magazines
12%
Sunday Supps.
Daily Newspapers
4%
Source: Food on 4 Study, Propeller. Base:1,000 respondents
The Home of
Food Consumers will tell you they don’t watch
adverts…
26 different food brands spontaneously mentioned
Source: Food on 4 Study, TWResearch
The Home of
Food
They will tell you they are only influenced
by factual evidence
“I feel like the more
informative an
advert is, the more
persuasive it is”
Time-pressed
Foodie
Source: Food on 4 Study, TWResearch
The Home of
Food
However, a strong emotional response to
certain adverts demonstrates their
influence
“With the
Tropicana ad…
girls at work
would come in
singing that song”
Convenience
Junkie
Source: Food on 4 Study, TWResearch
The Home of
Food
The M&S adverts are a good framework for
this
“Its not just a
picture, its like,
come alive”
Convenience
Junkie
Source: Food on 4 Study, TWResearch
The Home of
Food
Creative Guidelines
Consumers ask for…





Factual information
Truthfulness
Price information
Short & to the point
Topical and relevant
Rational response
Source: Food on 4 Study, TWResearch





Catchy / familiar tune
Humour
Tempting food shots
Sexy voice
Unusual / different
Emotional response
The Home of
Food
Humour and entertainment are the most popular
factors for making a food advert appealing
Thinking of your favourite food TV adverts, what makes them so
appealing?
Humour
79%
Funny and entertaining
56%
The food it advertises
39%
Voice over
26%
25%
21%
20%
17%
16%
15%
14%
10%
8%
Close up of the food
Tells a story
People eating and enjoying food
Quality without effort
Tells me where the food comes from
Tells me about special offers
Short in length
Credible celebrity
Shows a time saving situation
0%
20%
Source Food on 4 Study: Propeller. Base: All respondents (1,000)
40%
“I’m going to try
making those Mini
Yorkshire’s and Beef
from the M&S advert”
Time-pressed foodie
60%
80%
100%
The Home of
Food
Food TV is much more than ‘How To’
TV
Entertainment
Instruction
Inspiration
Source: Food on 4 Study, TWResearch
The Home of
Food Five appeals mainly to the Convenience
Junkies
Glory cooking
Outer needs
Social lubricant
About others
About me
Convenien
ce Junkies
QuickTime™ and a
TIFF (U ncompressed) decompressor
are needed to see this picture.
Fueling
Source: Food on 4 Study, TW Research
Inner needs
Nurturing
The Home of
Food
ITV1 appeals to Nurturing Foodies and Timepressed Foodies
Glory cooking
Outer needs
Social lubricant
Timepressed
Foodies
About me
Nurturin
g
Foodies
About others
QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.
Fueling
Source: Food on 4 Study, TW Research
Inner needs
Nurturing
The Home of
Food
BBC appeals to a broader range of
typologies
Glory cooking
Outer needs
Social lubricant
Food
Lovers
QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.
Timepressed
Foodies
About me
Food
Conscio
us
Fueling
Source: Food on 4 Study, TW Research
Inner needs
Nurturin
g
Foodies
About others
The Home of
Food
Channel 4 has the broadest affinity across
all typologies
QuickTi me™ and a
T IFF (Uncom pressed) decom pressor
are needed to see t his pict ure.
Glory cooking
Outer needs
Social lubricant
Food
Lovers
Aspiring
Chefs
Timepressed
Foodies
About me
Convenien
ce Junkies
Fueling
Source: Food on 4 Study, TW Research
Food
Conscio
us
Inner needs
Nurturin
g
Foodies
About others
Nurturing
The Home of
Food
“Channel 4 is
so foodie… it
has three
massive chefs
”
Food Lover
Source: Food on 4 Study, TW Research
The Home of
Food
Channel 4 is most closely associated with food
Of the following TV channels, which one do you most strongly
associate with food?
All adults
ABC1 16-34
60%
55%
50%
40%
26%
30%
20%
40%
38%
13%
11%
9% 8%
10%
0% 0%
0%
BBC1
BBC2
I TV1
Channel 4
Source: Food on 4 Study, Propeller January 2009: Base: All adults (1,000)
Five
The Home of
Although Channel 4 has wide appeal, it is
Food
associated with some more modern and
premium brands
Source: Food on 4 Study, TW Research; Propeller January 2009; Base: All adults (1,000)
The Home of
Food
Whereas ITV1 is more about reliable, family food
Source: Food on 4 Study, TW Research; Propeller January 2009 Base: All adults (1,000)
The Home of
Food
Channel 4 food programmes makes viewers
think differently
I talked about the programme(s) with other
people
47%
66%
56%
1 in 4 adults tried
41%
something23%
new or
The programme(s) made me think about
20%
changing something in my own life
different after
watching16-34
I tried something new or different after
23%
a
Channel
4 food 35-54
24%
watching
I bought some ingredients I 'd never bought
15%
programme
13%
before after watching
The programme(s) made me think about
food/cooking in new and different ways
I tried a new recipe after watching
I changed the way I shop for food after
watching
18%
29%
16%
12%
0% 10% 20% 30% 40% 50% 60% 70%
Source: Food on 4 Study, Propeller. Base: All respondents who watched a C4 food programme. 1634s (297), 35-54s (462). Q: Which of the following statements apply to any of these food progs?
The Home of
Food
Channel 4 food programmes inspire change
Source: Food on 4 Study, Ipsos Mori Public Value Survey Dec 08
The Home of
Food
Summary
Everyone is a scratch cook to different degrees
Cost of food has become a big issue
Britishness is a useful device to unite and articulate a range of food
trends
Food TV is not just for foodies. Food TV reaches everyone
Channel 4 is the home of food