Report: The Future of Eating Meals On-The-Go TOC

CHAPTER 1 EXECUTIVE SUMMARY

The Future Decoded; Traditional mealtimes are evolving; Time pressure increasingly contributes to on-the-go eating; Other need states are increasing in importance
Action points

CHAPTER 2 THE FUTURE DECODED

Introduction: Defining on-the-go
TREND: Changes in society have driven the evolution of traditional mealtimes: The decline of the nuclear family has changed family mealtimes; People eat in a wide variety of places; Western consumers are skipping meals with increased regularity; The traditional concept of a meal is changing; A wider range of foods is being consumed at mealtimes
TREND: Time pressure increasingly contributes to on-the-go eating: Consumers feel more time pressure; Work commitments put the greatest strain on eating behavior; Modern workers have long commuting journey times; INSIGHT: Breakfast is the most commonly skipped meal; Skipped breakfast occasions vary by age group; Teenage girls in the US often miss breakfast altogether; Breakfast is linked with better mental and physical performance; Health experts agree that breakfast has a major impact on nutrition; Breakfast consumption tends to reduce daily calorie intake; Eating breakfast is a key part in staying healthy for life; Products can move beyond their traditional mealtime positioning
INSIGHT: Work has the greatest impact on on-the-go meal consumption behavior: Contemporary workloads are perceived as high; Significant growth in lunch skipping is predicted in southern Europe; US and north European consumers already have a utilitarian attitude to lunch; Average lunchtime duration is decreasing across Europe; Eating at the desk can be unhealthy; Workers often use food to beat stress
INSIGHT: Commuting is a key meals on-the-go opportunity: The morning commute is a practical breakfast opportunity; Teleworking is a threat to on-the-go meal consumption
INSIGHT: Healthy school lunches are a key opportunity: National culture drives school lunch offerings; Countries that attach lower importance to food are redressing the balance; Legislation threatens to make kids health a must; Legislation will make many lunchtime canteen options obsolete
INSIGHT: Dinner is the least likely meal to be consumed on-the-go: Dinner is seen as the most important contribution to daily nutrition; Europe and US will move away from core evening meals; Indulgence levels are higher later in the day
INSIGHT: Crammed social lives require innovative meal solutions: Young Adults are prone to pit-stop dining; Night time foodservice is a major threat to consumer packaged goods
INSIGHT: Sports and active leisure create new opportunities in OTG meals: Gym membership is rising in the US and parts of Europe; Correct nutrition can boost exercise performance and recovery
INSIGHT: On-the-go meal consumption presents attitude and behavior gaps to health: Taste is more important than health in food purchases; Consumers would like to effortlessly combine nutrition with taste; Consumers find it difficult to combine health and taste on-the-go; Consumers are skeptical about nutrition and health claims; Better clarity is needed in food labeling
INSIGHT: Seasonality has a significant impact on meal choice: In summer, consumers seek lightness and freshness; Winter weather makes consumers seek heartier fills with less emphasis on health
Conclusions

CHAPTER 3 ACTION POINTS

Introduction
Improve convenience to increase on-the-go consumption: Remove on-the-go consumption barriers with disposable cutlery; Offer more one-handed foods and liquid fills; Formulate products into convenient cupholder-sized packaging
Expand the breakfast occasion: Use indirect selling methods to increase breakfast consumption; Originate more portable breakfast foods beyond cereal bars
Target health requirements positively: Simplify labeling to improve consumer knowledge and confidence; Leverage the supply chain and consumer understanding to improve freshness; Use positive messages to sell healthier OTG options; Roll out smaller serving options for lighter meals and dieting consumers
Target the healthy energy boost as a key need state: Target time-starved consumers in relevant channels; Develop balanced co-branded nutrition solutions
Avoid linking convenience to a taste compromise: Restrict space-age technologies to relevant products; Provide hot food in convenience stores with branded microwaves
Conclusions

CHAPTER 4 APPENDIX

Supplementary data
Definitions
Research methodology
References
Report writing team
How to contact experts in your industry

List of Tables

Table 1: Retail on-the-go food market value (US$m), US and Europe, 2004
Table 2: Retail on-the-go food market value (US$m), US and Europe, 2009
Table 3: Retail on-the-go food market value CAGR, US and Europe, 2004-2009
Table 4: Retail on-the-go meal occasions (m), US and Europe, 2004
Table 5: Retail on-the-go meal occasions (m), US and Europe, 2009
Table 6: Retail on-the-go meal occasions CAGR (%), US and Europe, 2004-2009
Table 7: A top line analysis of US adult lunch locations
Table 8: Annual missed mealtime occasions per capita, Europe and US, 2004
Table 9: Favorite consumer breakfast options, US, 2005
Table 10: Average commute times, Europe and US, 2003
Table 11: Cereal bar market value (US$m), US and Europe, 1998-2008
Table 12: How much consumers are willing to pay for time-saving products and services (% respondents), US and Europe
Table 13: Global homeworking projections, by region and type, (m) 2005
Table 14: Percentage change of lunch locations of 5-17 year-olds by country, 2004-2009
Table 15: European and US consumers average time taken to prepare breakfasts, lunches, and evening meals, 2004
Table 16: Change in daily per capita evening meal occasions, US and Europe, 2004-2009
Table 17: At home alcoholic drinking occasions (m), 1999-2009
Table 18: Health club members as % of population, selected major European markets & US, 2003-2008
Table 19: Overweight or obese people by country, (% adults) 2004-2009
Table 20: Top line analysis of attitude-behavior gaps in buying taste oriented foods in Europe and the US, 2004
Table 21: European and US healthy on-the-go eating occasions (per head and total), 2004-2009
Table 22: Number of annual meal occasions (bn) by daypart and country, 2004
Table 23: Number of annual meal occasions (bn) by daypart and country, 2009
Table 24: Total on-the-move food and drink market value by country (€m / $m), 1999-2009
Table 25: Annual missed mealtime occasions per capita, Europe and US, 2009
Table 26: The growth in missed mealtime occasions, Europe and US, 2004-2009
Table 27: Percentage spread of lunch locations of 5-17 year-olds by country (% occasions), 2004
Table 28: Percentage spread of lunch locations of 5-17 year-olds by country (% occasions), 2009
Table 29: Detailed analysis of attitude-behavior gaps in buying taste oriented foods in Europe and the US, 2004
Table 30: Global homeworking projections, by country and type, (m) 2005
Table 31: Definitions
Table 32: News Sources
Table 33: Industry Sources

List of Figures

Figure 1: Several mega-trends are driving growth in on-the-go meals
Figure 2: Defining the on-the-go occasion
Figure 3: Average household size is declining in the US and Europe
Figure 4: Answers to the question "What differentiates a meal from a snack?"
Figure 5: Consumers feel they now have less leisure time, 2005
Figure 6: Time-saving products are important to US and European consumers
Figure 7: The propensity to skip breakfast varies by age in US
Figure 8: Average worked hours are declining in US and Europe
Figure 9: The relative importance of eating needs varies by daypart
Figure 10: Consumers find it hard to combine taste and health on-the-go for various reasons
Figure 11: Trust in food and drinks nutrition claims varies by country
Figure 12: Including cutlery facilitates on-the-go consumption
Figure 13: One-handed foods enable multi-tasking
Figure 14: Cupholder-sized formats appeal to commuters
Figure 15: Consumers want a variety of OTG breakfast options
Figure 16: Clear, consistent health messages simplify healthy eating
Figure 17: Super premium OTG meal options can be fresh and tasty
Figure 18: Consumers want health messages that permit occasional indulgences
Figure 19: Current sports nutrition products are relatively basic
Figure 20: Sports nutrition could develop from existing ready meals
Figure 21: Self-heating is best employed in non-gourmet products