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Consumer Behaviour and the Market

Consumer Behaviour and the Market. Influences on Consumer Choice Value and Origin Food preparation time Convenience Healthy eating Eating Out. Buy One Get One Free. Price. Consumer Behaviour and the Market. UK consumers’ main choice criteria?. 37%. 11%. 55% . 9%. No.2.

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Consumer Behaviour and the Market

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  1. Consumer Behaviour and the Market • Influences on Consumer Choice • Value and Origin • Food preparation time • Convenience • Healthy eating • Eating Out

  2. Buy One Get One Free Price Consumer Behaviour and the Market UK consumers’ main choice criteria?

  3. 37% 11% 55%  9% No.2 What do consumers really care about after price? appearance country of origin organic taste No.1

  4. Value and Origin

  5. Value & Origin Attitudes to Value IGD 2005 People choose food for different reasons but price, taste and freshness are always important People do not buy on price alone but by value..

  6. Value & Origin What Will Improve Food Shopping for You?

  7. Value & Origin Attitudes to Buying British IGD 2005

  8. Food Preparation

  9. 1960s women spent 100 minutes a day cooking on average. In 2002 how long did they spend? 120 minutes 100 minutes 73 minutes 54 minutes Source: The Future Foundation, 2002 http://news.bbc.co.uk/1/hi/uk/1754824.stm

  10. UK Food Preparation Time Spent Preparing a Main Meal 55% of people spend a maximum of half an hour preparing their main meal. Cooking skills are also not being passed on and are not taught in schools so the majority are less able to prepare meals.

  11. UK Food Preparation Methods of Preparing a Main Meal IGD 2004

  12. Convenience

  13. Convenience • Convenience is important for consumers both in & out of home • Chilled ready meals & takeaways both showing strong growth. • Takeaways increased by 5% over last 2 years • Heavy consumers of meals out of the home more likely to eat convenience in the home • Introduction of new premium ranges e.g. M&S GastroPub, Waitrose, 'As Good as Going out' & Sainsbury's 'Fresh to Cook' - these provide the out of home experience in the home

  14. “Grazing” & Snacking • Decline in formal eating occasions • Eating little or no breakfast • Shorter lunch break (<30 mins) • Fewer children eat school meals • More packed lunches

  15. “Eat 5-A-Day” Healthy Eating

  16. Most popular fruit? oranges grapes apples bananas

  17. 40%  28% Who eats more fruit & veg portions? women men

  18. Total Fruit - Percentage share of volume by category +13.3% +10.2% -2.1% +11.6% +5.4% +7.8% (Source: TNS 2005) Growth of the total market between 12th Sept 04 and 11th Sept 05 = 6.7% Figures on the right show the growth in volume of each category between 12th Sept 04 and 11th Sept 05

  19. Top 20 Fruit Type by Volume (Tonnes) (Source: TNS 2005)

  20. Fruit & Vegetables 1.6% fall in fruit & vegetable sales, meaning people ate 3.7 portions a day on average - well short of the "five-a-day" target.

  21. Eating out

  22. Country eating most with take-aways? (% of consumers at least once/week) British Belgians 14% 3% Chinese Americans 41%  35%

  23. No European countries made it into the top 10 global markets for weekly fast food consump-tion

  24. 46% of Europeans eat fast food once/month In Europe - the British are the highest consumers of take away meals http://www.acnielsen.es/site/pdf/EURO_FastFood_Report.pdf Source: ACNeilson, 2004

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