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INTRODUCTION
When organizing a party, small or large, hosts are faced with a myriad of decisions, the culmination of which is an event with a particular spend,
length, style, motivation and frequency. This report provides in-depth analysis of the factors that influence these decisions as well as key
strategies for winning a greater share of this market by increasing at-home party frequency and retail spend.
SCOPE OF THE REPORT
- Data on the 2002 and 2007 food and drink markets. Segmentation includes a breakout for gourmet and takeaway food, beer, wine and spirits.
- Data and forecasts for the U.S. and seven key countries across Western Europe: France, Germany, Italy, the Netherlands, Spain, Sweden and the
UK.
- Examination of the drivers of in-home parties each affecting style of party, frequency, and type of food/drinks served.
- Analysis of market opportunities and product groupings with strategic and tactical recommendations on how to target these consumers.
REPORT HGIHLIGHTS
Helping consumers generate their own reasons for hosting a party, other than public holidays, 'the summer' or sports-based events, manufacturers
can capture increased spend throughout the year without relying solely on high profile events where a single marketing campaign could make or break
the entertaining-spend opportunity. The extent of preparation time required when hosting gatherings at home, as well as a degree of 'kitchen
anxiety,' often experienced by consumers, provide important opportunities for manufacturers and retailers to create convenience oriented solutions for
the pressured but hospitable consumer. By 2007, entertaining at home food and drink spend will be worth over $170 billion in the US and Europe.
KEY REASONS TO BUY THIS REPORT
- Develop a better understanding of why and how consumers host parties, and use this to win a larger share of their $170 billion spend.
- Simple changes can boost the returns on marketing to home party hosts discover how small marketing investments could mean significant returns.
- Plan your strategy for the future; identify and learn how to target the most valuable consumer segments, for example 50-something year old
women.
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