New Trends In Snacking & Drinking On-The-Go

Table of Contents

• CHAPTER 1 EXECUTIVE SUMMARY
  • The hot topic
  • The future decoded
    • Consumers are snacking more frequently
    • Changing mealtime attitudes and fragmentation are driving on-the-go snack consumption
    • Drinks consumption is increasing
    • Out-of-home snack occasions are out-growing in-home occasions
    • On-the-go food and drink occasions are increasing
    • On-the-move is an important sub-set of on-the-go occasions
    • Convenience needs dominate on-the-go occasions
    • On-the-go occasions increasingly have a greater health focus
    • Hot food to go is a key need for nutritious conscious consumers
    • Sports and active leisure create new opportunities in offering on-the-go solutions
  • Action points
• CHAPTER 2 THE FUTURE DECODED
  • Introduction
    • Defining on-the-go consumption
  • TREND: Consumers are snacking more frequently
    • Snacking frequencies and snacking spend are increasing
    • Changing mealtime attitudes and fragmentation are driving on-the-go snack consumption
    • Core mealtime occasions are declining and portable foods becoming more relevant
    • The compensatory effect of missed meals has important snack implications
  • TREND: Drinks consumption is increasing
    • Consumers are spending more than ever on non-alcoholic drinks
    • Drinks occasions are also rising, especially in the US
  • TREND: Out-of-home snack occasions are out-growing in-home occasions
    • Busier consumers require increased convenience
    • Food consumption on-the-go is rising from a small base
    • Drinking on-the-go is most important and fastest-growing
  • INSIGHT: On-the-move is an important subset of on-the-go occasions
    • Longer, more frequent journeys mean people are on-the-move more often
    • Consumers are most likely to consume on-the-go snacks in their cars
    • The combined European and US on-the-move market value will near US$200bn by 2010
      • Snacks dominate on-the-move food and drink consumption
  • INSIGHT: Convenience dominates on-the-go occasions
    • Easy, time-saving products are important to modern consumers
    • On-the-go occasions often occur in response to time saving, convenience needs
    • There are a number of convenience attributes that consumers seek for on-the-go formats
    • Consumers believe that convenience is worth paying extra for
    • Hectic lifestyles create new occasion and need fulfilling opportunities
    • Consumers need convenient hydration when on-the-go
  • INSIGHT: On-the-go occasions increasingly have a greater health focus
    • Consumers are becoming increasingly health conscious
    • Snacking occasions increasingly have a health focus
    • Consumers are no longer willing to sacrifice health for on-the-go convenience
    • The number of health-on-the-go occasions is increasing
    • Consumers find it difficult to eat healthily on-the-go
      • The healthy on-the-go market is undervalued
    • Hot food to go is a key need for nutritious conscious consumers
  • INSIGHT: Sports and active leisure create new opportunities in offering on-the-go solutions
    • Gym membership is rising in the US and parts of Europe
    • There are four core types of sports nutrition consumers
      • The sports nutrition market is increasing
  • Conclusions
    • On-the-go snacking is becoming more relevant to consumers
    • On-the-go targeting should not be limited to only snack occasions
    • On-the-go snacking products can deliver high margins
    • Lifestyle habits mean that there is further scope for occasion growth
    • Health benefits must be added with convenient functionality
• CHAPTER 3 ACTION POINTS
  • Introduction
  • Incorporate convenient product attributes for on-the-go functionality
    • Alter product formats to make them suitable for on-the-go consumption
    • Target the convenience attributes that consumers value and promote them overtly in marketing literature
    • Target on-the-move/travel occasions specifically
  • Target meal replacement occasions with substantive and filling on-the-go variants
    • Promote/create snacks as filling light meals that have broad occasion applicability
    • Pursue opportunities in liquid nutrition
  • Challenge perceptions that on-the-go products are unhealthy
    • Promote impulse snacking as a positive part of daily nutrition
    • Develop variants that have health and convenience credentials
    • Cut 'bad ingredients' and focus on healthy production methods
    • Highlight important nutritional content for consumers
  • Create on-the-go products with active lifestyle benefits
    • Target active on-the-go consumers with convenient sports nutrition products
    • Target healthy lifestyle venues for product sampling
  • Target the growing opportunity offered by hot-food to go
    • Provide consumers with the option to heat foods in convenience stores
    • Remove on-the-go consumption barriers with disposable cutlery
    • Provide hot vending machines for products that require heating
  • Make indulgence and taste credentials the focal point of the message
    • Make freshness and quality a key message
      • Ensure that quality is reflected by core product attributes
    • Restrict space-age technologies to relevant products
• 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: Daily per capita and yearly total snacking occasions in Europe and the US, by country, 2005-2010
    • Table 2: Total and per capita snacking value in Europe and the US, by region, 2005-2010 (US$ bn and US$/head)
    • Table 3: Number of missed occasions per person per year in Europe and the US, by occasion, 2004-2009
    • Table 4: Total and per capita value of soft and hot drinks sales in Europe and the US, by region, 2000-2010 (US$ bn)
    • Table 5: Average number of daily and yearly non-alcoholic drinking occasions in Europe and the US, by region, 2005-2010
    • Table 6: Annual in-home and out-of-home morning, afternoon and evening snack occasions in Europe and the US (billions), by region, 2005-2010
    • Table 7: Number of on-the-go eating occasions in Europe and the US (billions), by country, 2005-2010
    • Table 8: Number of non-alcoholic on-the-go drinking occasions in Europe and the US (billions), by country, 2005-2010
    • Table 9: Average journey length in Europe and the US (km), by country, 2000-2010
    • Table 10: Average number of journeys per person per day in Europe and the US, by country, 2000-2010
    • Table 11: Total number of journeys by mode of transport in Europe and the US (billons), 2000-2010
    • Table 12: Total on-the-move food and drink market value by mode of transport (US$ m) in Europe and the US, 2000 - 2010
    • Table 13: Total on-the-move food and drink market value in Europe and the US, by country (US$ m), 2000-2010
    • Table 14: Total on-the-move food and drinks market in Europe and the US, by category (US$ m), 2000-2010
    • Table 15: Number of healthy snacks consumed per person per year in Europe and the US, by country, 2004-2009
    • Table 16: Healthy on-the-go eating occasions in Europe and the US (per head and total), 2005-2010
    • Table 17: Healthy on-the-go drinking occasions in Europe and the US (per head and total), 2005-2010
    • Table 18: On-the-go meal occasions in US and Europe (millions), 2004
    • Table 19: Health club members as % of population, selected major European markets & US, 2003-2008
    • Table 20: Sports nutrition market value (US$ m), by country, 2000-2010
    • Table 21: On-the-go definitions
  • List of Figures
    • Figure 1: Looking at the broader picture shows that mealtimes are changing giving rise to more snacking, especially on-the-go
    • Figure 2: Defining the on-the-go occasion
    • Figure 3: Mealtimes are changing giving rise to more snacking, especially on-the-go
    • Figure 4: Time-saving products are important to US and European consumers which explains why on-the-go formats are proving so popular
    • Figure 5: Instill these product attributes in offerings to capitalize on consumers' convenience related needs and behaviors
    • Figure 6: More than 50% of European and US consumers are willing to pay extra for time-saving products and services
    • Figure 7: Consumers' self-reporting of their behavior indicates a strong trend towards both placing importance on, and acting to improve health
    • Figure 8: Health on-the-go: a clash of the 'health' and 'convenience' mega-trends
    • Figure 9: Responses to the question: What stops you eating or drinking healthily more often when on-the-go? (% respondents), 2003
    • Figure 10: A synopsis of the convenience and health-related factors inhibiting health on-the-go occasions
    • Figure 11: Value of actual and intended healthy on-the-go consumption through retail channels in Europe and US (€ and US$ bn), 2004
    • Figure 12: There are four core types of sports nutrition consumers
    • Figure 13: Instill these product attributes in offerings to capitalize on consumers' convenience related needs and behaviors
    • Figure 14: Attributes associated with ease of consumption and portability are fundamental to successful on-the-go formats
    • Figure 15: There is considerable scope to alter the format of products to make them more relevant to on-the-go consumption
    • Figure 16: Developing formats specifically for traveling and everyday on-the-move occasions can help in gaining a foothold in the overall on-the-go market
    • Figure 17: On-the-go snacks are often consumed as meal replacements and consumers are therefore demanding something more filling and substantive than an impulse snack
    • Figure 18: The health and convenience trends can no longer be targeted in isolation
    • Figure 19: Consumers want health messages that permit occasional indulgences
    • Figure 20: Performance/energy boost is a key need associated with health on-the-go occasions and can be targeted with products that are targeted towards sports enthusiasts
    • Figure 21: Including cutlery facilitates on-the-go consumption
    • Figure 22: Offering hot-food-to-go via vending channels is an increasingly profitable possibility especially with branded concepts
    • Figure 23: Following these actions will help in attracting the quality seeking, wealthier older consumer
    • Figure 24: Self-heating is best employed in non-gourmet products