Abstract
Overview
Introduction
Societal shifts such as irregular working hours, longer time spent in transit,
and fragmented mealtimes are driving consumers to feel more time pressured. As
a result, consumers are increasingly consuming food and drinks on-the-go. This
report assesses the trends driving and potentially inhibiting on-the-go food
and drinks consumption and predicts how this market will look in 2011.
Scope
- Detailed insight and analysis covering the drivers and inhibitors
effecting on-the-go food and drink occasions in Europe and the US.
- Analysis of on-the-go food occasions by age, gender and day-part, as well
as analysis of on-the-go beverage consumption frequencies.
- Showcases the latest best-practice product and marketing innovation
highlighting just how to capitalize on changing trends in the long-term.
- Strategic conclusions and actions highlighting how manufacturers and
retailers should direct resources towards on-the-go food and drink trends.
Highlights
Consumers in Europe and the US are increasingly consuming food and drink
on-the go. In 2006, European consumers had, on average, 242 on-the-go food
occasions, and this is forecast to rise to 263 occasions per year by 2011. US
consumers are the most prone to on-the-go food consumption at 379 occasions
per person per year.
The need to relax and reduce stress levels is symptomatic of perceived time
pressure among consumers as they struggle to juggle work and family
commitments. In 2006, more than half (52%) of respondents in Europe and the US
had taken active steps to reduce their stress levels (or set aside specific
periods to relax) more often.
Value conscious consumption and the broader concerns over unemployment and
finances more generally have the potential to hit the sales of higher-ticket
on-the-go products in the future. Price premiums need to be commanded on the
basis of more than just convenience and ease.
Reasons to Purchase
- Gain a detailed understanding of the drivers and inhibitors associated
with consumers' propensity to consume food and drinks on-the-go.
- Determine the strategies needed to target time-pressured consumers and
capitalize on this important trend.
- Access a compelling blend of quantitative and qualitative data
illustrating consumer attitudes and market developments.
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