TABLE OF CONTENTS
CHAPTER 1 EXECUTIVE SUMMARY
- Hot topic
- The future decoded
- The on-the-move market is growing
- The need states that drive the on-the-move market
- Consumers do not tend to see snacking as intrinsically unhealthy
- Action points
CHAPTER 2 THE FUTURE DECODED
- On-the-move occasions are a subset of on-the-go occasions
- Consumers are spending more time in transit
- Consumers are traveling further and more often
- A growing number of journeys are being taken by consumers
- The car is the most popular mode of transport in Europe and the US
- Europeans use public transport relatively more than Americans
- Travel conditions influence on-the-move consumption
- Petrol station visits lead consumers to eat and drink in the car
- Consumption on urban public transport is perceived as inappropriate
- Longer railway journeys offer improved consumption conditions
- Walking offers ideal consumption opportunities
- Meal fragmentation is increasingly common
- Breakfast is the biggest on-the-move meal occasion
- On-the-move consumption is growing in Europe and the US
- Country differences highlight the largest growth opportunities
- Cultural differences lead to differences in per capita consumption
- Driving generates most of the on-the-move consumption
- Snacks dominate on-the-move food and drink consumption
- The need states that are driving on-the-move consumption
- Consumers eat and drink on-the-move to save time
- Consumers may consume on-the-move to save money
- Consumers purchase on-the-move products to satisfy hunger
- On-the-move consumption can boost confidence
- Packaging innovations in the mints market
- New product formats in the mint market
- Improved efficacy and added functional benefits for breath
freshening
- Case Study: Wrigleys Extra Chewing Gum marketing campaign
- Consumers eat and drink on-the-move to relieve boredom
- Consumers purchase on-the-move to relieve stress
- Consumers awareness of stress levels is rising
- On-the-move purchase behavior is influenced by stress awareness
- Consumers often eat and drink to boost energy levels
- Slow carbohydrates provide a steady source of energy for consumers
- Consumers may consume on-the-move to aid immune systems
- Differences between planned and impulse consumption choices
- Consumers often feel uneasy consuming on-the-move
- Many consumers believe consumption on-the-move is too messy
- Many consumers feel it is rude to consume on-the-move
- Many consumers feel it is unhygienic to consume on-the-move
- Consumers are deterred by the difficulty of package disposal
- Consumers perceive on-the-move products to be unhealthy
- Consumers health concerns are rising
- The attitude-behavior gap regarding healthy eating is closing
- Consumers do not tend to see snacking as intrinsically unhealthy
- A clash of the "health" and "convenience"
mega-trends
- Case Study: Fonterra and BASFs vending machines of the future
- Consumers are not willing to sacrifice sensory benefits
- Consumers perceive convenient products to be lacking in taste
- The clash of the "health" and "comfort"
mega-trends
- Consumers desire for indulgence is leading to them trading up
- Consumers are demanding hot food and drink when on-the-move
- Consumers are demanding more ethnic foods
- Conclusion
CHAPTER 3 ACTION POINTS
- Target consumers needs clearly to gain impulse purchases
- Label products clearly to appeal to consumers needs
- Target consumers "defense" needs with seasonal
variations
- Highlight important nutritional content for consumers
- Develop on-the-move formats of regular brands
- Alter the format of a product to make it suitable for on-the-move
consumption
- Create a product for on-the-move consumption under an established
brand
- Encourage consumers to plan on-the-move consumption
- Highlight the benefits of planned consumption on-the-move
- Offer health to consumers planning on-the-move consumption
- Create on-the-move formats for established healthy brands
- Case Study - Kelloggs Special K range
- Make current on-the-move products healthier
- Case Study: Clearly Canadian Beverages
- Develop a healthy image through association
- Develop packaging that facilitates on-the-move consumption
- Target consumers who desire hot products on-the-move
- Target the growing time spent out-of-home with "heat and
move"
- Provide consumers with the option to heat foods in convenience
stores
- Provide hot vending machines for products that require heating
- Target consumers need for convenience by providing a fast
service
- Target consumers needs with "heat on-the-move" products
- Target consumers by using joint promotions
- Link brands through promotional campaigns to encourage joint purchase
- Combine two brands through the production of joint packaging
- Display snack products together in order to gain impulse purchases
- Target consumers desire for indulgence while on-the-move
- Offer premium "adult" indulgence
- Provide healthy indulgent products
- Offer products to meet the desire for experimentation
CHAPTER 4 APPENDIX
- Definitions
- Research methodology
- References
- Industry Sources
- Government Sources
- News Sources
- How to contact experts in your industry
- List of Tables
- Table 1: Average journey length (km) by country in Europe and US, 1999
- 2009
- Table 2: Average number of journeys per person per day by country, in
Europe and US, 1999 - 2009
- Table 3: Total number of journeys by mode of transport (bn) in Europe
and the US, 1999 - 2009
- Table 4: Percentage of journeys involving consumption on-the-move by
mode of transport (%), in Europe and the US, 2003
- Table 5: Total on-the-move food and drink market value by country (?m
/ $m), 1999-2009
- Table 6: Total on-the-move food and drink market value by mode of
transport (?m / $m), in Europe and the US, 1999 - 2009
- Table 7: Total on-the-move food and drinks by category (?m / $m) in
Europe and the US, 1999-2009
- Table 8: Products targeting breakfast on-the-move occasions
- Table 9: Wrigleys disposable breath fresheners
- Table 10: Improved efficacy in the chewing gum market to boost
confidence
- Table 11: The Wrigleys Extra marketing campaign focusing on boosting
the confidence of consumers on-the-move
- Table 12: Products to target consumers need for energy boosts
on-the-move
- Table 13: Products containing slow carbohydrates to provide steady
energy levels
- Table 14: Differences between planned and impulse on-the-move
consumption
- Table 15: Packaging designed to reduce the mess of consuming
on-the-move
- Table 16: Products designed to facilitate consumption whilst driving
- Table 17: Products designed to aid hygienic consumption on-the-move
- Table 18: Vending machines designed to include healthy products
- Table 19: Convenient products targeting consumers desire to trade-up
- Table 20: Products targeting consumers desire for exotic flavors
- Table 21: Manufacturers altering product formats to facilitate
on-the-move consumption
- Table 22: Established brands diversifying their product ranges for
on-the-move consumption
- Table 23: Healthy brands altering their formats to target on-the-move
occasions
- Table 24: Packaging that facilitates on-the-move consumption
- Table 25: Joint packaging for complementary brands
- Table 26: Products aimed at the premium adult snacking market
- Table 27: On-the-move products that are healthy yet indulgent
- Table 28: Products with novel flavors to target consumers desire for
experimentation on-the-move
- Table 29: On-the-move definitions
- List of Figures
- Figure 1: On-the-move occasions in context
- Figure 2: Need states driving on-the-move consumption
- Figure 3: On-the-move occasions in context
- Figure 4: Number of journeys per day and average journey length (km)
by country, 2004
- Figure 5: Number of journeys (bn) by mode of transport in Europe and
the US, 2004
- Figure 6: Per capita spending on-the-move (?/ head) in Europe and the
US, 2004
- Figure 7: Need states driving on-the-move consumption
- Figure 8: How important do you believe the motivation to save time is
in consumers purchasing products for on-the-move consumption? (%
respondents), 2004
- Figure 9: The importance placed on reducing stress by consumers in
Europe and the US
- Figure 10: Nabiscos "100 Calorie Packs" in the US
- Figure 11: Kelloggs Special K range to target on-the-move consumption
- Figure 12: Clearly Canadian Beverages have reformulated their product
in response to the healthy eating trend
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