Table of Contents
- CHAPTER 1 EXECUTIVE SUMMARY
- Introduction
- The future decoded
- Snacking and drinking are increasingly important to consumers
- Out-of-home occasions are a growth area within snacking
- Consumers mostly snack later in the day
- Consumption patterns vary by gender and age
- Healthy snacks and beverages are becoming more popular
- Consumers are trading up to higher-quality snacks
- Action points
- CHAPTER 2 THE FUTURE DECODED
- Introduction
- TREND: Snacking is increasingly important to consumers
- Consumers are snacking more frequently
- The value of snacking is increasing in light of more occasions
- Snacks are becoming larger and more substantial
- Snacking is no longer merely impulse-driven grazing
- There is a trend towards "light meal snack occasions"
- Traditional snacking categories will be largely static in the next five
years
- TREND: Beverage consumption continues to increase
- Non-alcoholic beverage occasions are increasing
- Beverage spending is driven by occasions and rising value
- TREND: Out-of-home snacking and drinking are increasingly common
- Out of home snack growth exceeds that of in-home growth
- On-the-go occasions are the main snacking growth area
- The propensity to consume on-the-go is increasing
- Convenience is the major driver of on-the-go consumption
- Workplace snacking is a key driver of out-of-home snack growth
- Snacking and drinking in transit continues to increase
- INSIGHT: Consumers mostly snack later in the day
- Poor breakfast and lunch habits contribute to morning and afternoon
snacking
- Afternoon snacking is fuelled by boredom and stress
- Stressed, bored and tired workers drive afternoon snacking
- Evening snacking accounts for the greatest snack spending
- Evening snacking is most likely to occur at-home
- INSIGHT: Snacking and beverage consumption patterns vary by gender
- Women snack slightly more frequently than men
- Men tend to consume more savory and substantial snacks
- Male and female importance varies by impulse market
- Women are heavier consumers of confectionery than men
- Men account for barely more savory snack consumption than females
- Women are more eager to snack on bakery products
- Ice cream consumption is evenly split
- Hot drinks shows barely any gender difference
- Europe and the US show opposite patterns for soft drinks
- INSIGHT: Snacking and beverage consumption dynamics vary by age
- Young Adults and Mid-lifers consume the most snacks
- Younger consumers over-consume in key snacking markets
- The peak beverage categories vary by age group
- INSIGHT: Healthy snacks and beverages are becoming more popular
- Health has become more important to general lifestyles
- Consumers seek healthier snack and beverage alternatives
- Consumers want both health and indulgence from snacks and drinks
- Consumers increasingly embrace functional snacks and drinks
- Functional snacks are also growing from a small base
- Older consumers and weight conscious females can be motivated by healthy
snacks and beverages
- INSIGHT: Consumers are trading up to higher-quality snacks
- Low-ticket products like snacks and beverages can still gain from
trading-up
- People want to try new things and experience new sensations
- Consumers choose food and drinks on the basis of flavor
- Premiumization is still associated with particular occasions and
locations
- Consumers tend to premiumize and indulge in the evening
- Certain special occasions also trigger premiumization
- Consumers' quality perceptions can be grouped under four main factors
- Conclusions
- CHAPTER 3 ACTION POINTS
- Introduction
- Use a three-pronged approach to target healthy snacking and drinking
- Make efforts to develop genuinely healthy variants
- Make freshness a feature of future product development
- Start to pursue opportunities in functional snacks and drinks
- Build a credible natural or organic positioning
- Seek to acquire companies with credible health offerings
- Develop better-for-you alternatives that help alleviate guilt
- Help consumers to control portion sizes
- Clearly communicate 'better for you' product development techniques
- Incorporate 'good content' into your indulgent products
- Continue innovation in "low and light", but be aware consumers have
broad concerns
- Extend brands with already established health credentials
- Demonstrate that better-for-you products do not compromise on taste
- Promote snacking and beverages as a positive part of daily nutrition
- Make education and regaining consumer confidence a communication priority
- Target the trend towards premium indulgence
- Align snacks and beverages with key indulgence occasions
- Make texture and taste a core focus of innovation
- Embrace sensory and experiential marketing
- Bring brands to life through campaigns that offer "branded experiences"
- Focus on sensory attributes to bring products into consumers'
consciousness
- Offer authenticity through attention to detail
- Place heightened emphasis on the authenticity of production
- Prioritize communication methods that facilitate detailed information
- Maximize the 'halo effect' of country of origin credentials
- Develop packaging formats that ooze quality and sophistication
- Re-align products to reflect changing perceptions of luxury
- Show awareness of changing demographics and adopt a more universal
targeting approach
- Adopt the principles of ageless marketing into targeting strategies
- Include male and female consumers in targeting efforts
- Make females the primary focus of healthy snacking occasions
- Make males the focus of snacks products that offer more substantive fills
- Adopt a more refined approach to targeting specific occasions
- Broaden usage possibilities by targeting mealtime occasions
- Develop new formats that are suitable for different occasions
- CHAPTER 4 APPENDIX
- Supplementary data
- Definitions
- Research methodology
- Future readings
- Report writing team
- How to contact experts in your industry
- List of Tables
- Table 1: Number of snack occasions (overall and per person per year),
by country, 2005-2010
- Table 2: Consumer spend on snacking, Europe and the US (US$ bn),
2005-2010
- Table 3: Number of light meal occasions (overall and per person per
year), by country, 2005-2010
- Table 4: Impulse snack spending in Europe and the US, by country (US$
bn), 2000-2010
- Table 5: Impulse snack spending per capita in Europe and the US, by
country (US$/head), 2000-2010
- Table 6: Average number of daily and yearly non-alcoholic drinking
occasions in Europe and the US, by region, 2005-2010
- Table 7: Non-alcoholic drinks spending in Europe and the US, by
country (US$ bn), 2000-2010
- Table 8: Non-alcoholic drinks spending per capita in Europe and the
US, by country (US$), 2000-2010
- Table 9: Number of in-home versus out-of-home snack occasions in
Europe and the US (billions), by country, 2005-2010
- Table 10: Value of in-home versus out-of-home snacks consumption in
Europe and the US (US$ bn), by country, 2005-2010
- Table 11: Number of non-alcoholic on-the-go drinking occasions in
Europe and the US (billions), by country, 2005-2010
- Table 12: Total number of workplace snack occasions (billions), by
country, 2005-2010
- Table 13: Total on-the-move food and drink spending 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 snack occasions (overall and per person per year),
by country and day-part, 2005-2010
- Table 16: Number of light meal snack occasions (overall and per person
per year), by country and day-part, 2005-2010
- Table 17: Consumer survey: % of consumers who report "never" snacking
by day-part
- Table 18: Morning, afternoon and evening workplace snack occasions
(overall and as a % of total occasions), by country, 2005-2010
- Table 19: The value (retail and foodservice) of snacking (US$
millions), by day-part and country, 2005-10
- Table 20: Number of in-home versus out-of-home snack occasions in
Europe and the US, by country and day part, 2005-2010
- Table 21: Number of snacking occasions (overall and per person per
year), by country and gender, 2005
- Table 22: Number of snack occasions (overall and per person per year),
by country, day-part and gender, 2005
- Table 23: Number of light meal snack occasions per person, by country,
gender and day-part, 2005
- Table 24: Number of light meal snack occasions per person per year, by
gender and country, 2005
- Table 25: Value of confectionery consumption by gender, Europe and US,
2005
- Table 26: Value of savory snacks consumption by gender, Europe and US,
2005
- Table 27: Value of bakery & cereals consumption by gender, Europe
and US, 2005
- Table 28: Value of ice cream consumption by gender, Europe and US, 2005
- Table 29: Value of hot drinks consumption by gender, Europe and US,
2005
- Table 30: Value of soft drinks consumption by gender, Europe and US,
2005
- Table 31: Number of snacks consumed per person per year, by day-part,
age and country, 2005
- Table 32: Total number of snacks consumed per person per year, by age
and country, 2005
- Table 33: Value of soft drinks consumption by age, Europe and US, 2005
- Table 34: Value of hot drinks consumption by age, Europe and US, 2005
- Table 35: Spending on standard and diet colas in Europe and the US
(US$ millions), 2000-2010
- Table 36: Health-related claims as % of all claims on new product
launches (%), US and Europe, 2000-2005
- Table 37: Responses to the question: "Over the past 12 months, would
you agree or disagree that you have become more demanding of your snacking
/ drinks choices, such that you make efforts to choose products that are
both healthy and tasty at the same time?", Europe & US, 2005
- Table 38: Responses to the question: "How often do you believe that
your meals / snacks are both healthy/nutritious and tasty/indulgent?",
Europe & US, 2005
- Table 39: Value of bottled water, carbonates, functional drinks and
juices in Europe and the US, 2000-2010
- Table 40: US functional food market value (US$ m), by category,
1999-2009
- Table 41: Europe functional food market value (US$ m), by category,
1999-2009
- Table 42: The level of trust consumers have in various claims made by
packaged goods manufacturers, by country
- Table 43: Confectionery spending in Europe and the US, by country (US$
bn), 2000-2010
- Table 44: Savory snacks spending in Europe and the US, by country (US$
bn), 2000-2010
- Table 45: Soft drinks spending in Europe and the US, by country (US$
bn), 2000-2010
- Table 46: Hot drinks spending in Europe and the US, by country (US$
bn), 2000-2010
- Table 47: Definitions of snacking & beverage occasions
- Table 48: Definitions of snacking categories
- Table 49: Definitions of non-alcoholic beverage categories
- Table 50: Definitions of other terms
- List of Figures
- Figure 1: Mealtimes are changing, giving rise to more snacking
occasions
- Figure 2: A light meal has traits of a snack and traits of a core meal
- Figure 3: Defining the on-the-go occasion
- Figure 4: European and US consumers are most prone to afternoon
snacking
- Figure 5: Consumer motivations for snacking and beverage consumption
vary by day-part
- Figure 6: Higher quality, more indulgent snacking and beverage
occasions are more associated with evening consumption
- Figure 7: Women tend to snack more frequently than men
- Figure 8: Males, especially in the US, are more likely to consume
substantive snacks in-between main meals
- Figure 9: Consumers aged six to 24 years old consume snacks most
frequently
- Figure 10: European and US consumers aged 15 to 44 account for more
savory snack consumption than their share of population
- Figure 11: European and US consumers aged 15 to 44 account for more
confectionery consumption than their share of population
- Figure 12: European and US consumers aged 15 to 44 account for more
bakery and cereal consumption value than their share of population
- Figure 13: Different age groups consume broadly the same amount of ice
cream per capita
- Figure 14: Trading up behaviors are growing most strongly in snacking
markets
- Figure 15: European and US consumers are increasingly trying new food
and drink products
- Figure 16: Nearly half of European and US consumers are seeking more
excitement and sensations in life
- Figure 17: Consumers are more likely to consume a higher quality
product across a number of specific locations and occasions
- Figure 18: Consumers' quality perceptions can be grouped under four
main factors
- Figure 19: Taste, freshness, and packaging are the most important
attributes for higher quality food and drinks
- Figure 20: Innocent smoothies' clever marketing ensures it is
perceived as high quality
- Figure 21: Functional snacks can make a market impact
- Figure 22: Children's products are a good target for incorporating
more healthy content into snacks and non-alcoholic drinks
- Figure 23: Stressing the lack of compromise required is important when
marketing healthy snack and beverage variants
- Figure 24: The different levels of experiential marketing can be used
to capitalize on the sensory mega-trend
- Figure 25: Novel sensory benefits can help establish a product with
consumers
- Figure 26: Authenticity can be established in several different ways
- Figure 27: Strategies for managing country-of-origin effects
- Figure 28: Packaging can be a core determinant of premium status
- Figure 29: With more mass market consumers showing a willingness to
trade up brands risk getting 'stuck in the middle'
- Figure 30: Women are significantly more likely to improve their health
through diet than men
- Figure 31: Sports nutrition could be extended into light meals
- Figure 32: New products can straddle the boundaries between different
mealtime and snacking occasions
- Figure 33: New product formats can drive new usage occasions
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