Report: Media and Food (The) - UK

Issues in the Market
Key themes
Definition
Qualitative research
Abbreviations
Market in Brief
What is dominating public debate?
Food for pleasure
Fragmented media land
Consumers are making real changes
Looking forward
Internal Market Environment
Key points
A little of what you fancy
- Figure 1: Agreement with lifestyle statements about diet and health, 2004-08
Exploring the world of food
- Figure 2: Attitudes towards food preparation, 2005-09
Contributing to change
Learning more
Back to the stove
But weight continues to be a problem
- Figure 3: Attitudes towards diet and health, 2004-08
Getting slimmer...and fitter?
- Figure 4: Trends in adults trying to slim, 2004-08
The state steps in
- Figure 5: Prevalence of obesity in children aged 2-15, by gender, 2003 and 2010
Get moving
Returning to roots
- Figure 6: Attitudes towards food buying, 2005-09
Shopping with care
The organic debate
Another route to freshness
Another government initiative
The wider environmental debate
The impact of Ofcom
Broader Market Environment
Key points
Shifting age structure brings new opportunities
- Figure 7: Structure of the UK population, by age, 2004-14
The leading edge?
- Figure 8: Structure of the UK population, by socio-economic group, 2004-14
Belt tightening
- Figure 9: Percentage annual change in PDI and consumer expenditure, 2004-14
Other effects
The Media Landscape
Key points
All change in media land
Traditional print -- targeted magazines
- Figure 10: Circulation of cookery titles, 2009
Reaching bigger numbers
- Figure 11: Circulation of customer magazines, 2009
Women' s interests
Not just women
Traditional TV
- Figure 12: TV programming on cookery, by main channels, September* 2009
In memory of Keith Floyd
Non-traditional print and TV
Books
What about advertising -- do consumers feel besieged?
- Figure 13: Attitudes towards advertising, 2005-09
Influence of New Technology
Key points
Ready to hand
- Figure 14: Trends in internet-related lifestyle statements, 2005-09
Accessing all info
- Figure 15: Types of websites browsed for information purposes in the last three months, January and April 2009
Moving beyond the internet
Opening a dialogue
How about sponsorship?
Blogging not yet mainstream!
Celebrity and Food
Key points
Let' s really shift some product
- Figure 16: Selected examples of celebrity effects on specific food sales, 2000-09
More fundamental changes
- Figure 17: The effect of celebrity chefs on consumers, January/February 2008
Individual popularity stakes
And what about the government' s role?
An important proviso
Strengths and Weaknesses of Media Influence
Strengths
Weaknesses
Food Trends
Key points
How consumers are choosing to spend
- Figure 18: Trends in selected food categories, 2004-09
Consumer priorities
What about the recession?
Do current promotion and NPD fit the trends?
Brand Communications
Key points
Spend down
- Figure 22: Main monitored media advertising expenditure on the food category, 2006-09
Convenience and treats predominate
- Figure 23: Main monitored media advertising expenditure, by top ten food categories, 2006-09
- Figure 24: Top ten advertisers in food (manufacturers), 2006-09
Confectionery wavers
A pointer to the future?
The Consumer -- Influences on Consumers' Food Choices
Key points
Immune to influence?
- Figure 29: Factors affecting the way consumers eat, drink, cook and shop for food, May 2009
Everyone can join in
- Figure 30: Factors (netted) affecting the way consumers eat, drink, cook and shop for food, by selected age groups, May 2009
Looking in more detail
The Consumer -- Changing Consumer Attitudes
Key points
Change in action
- Figure 31: Changes in the way consumers eat, drink, cook or shop for food now compared with two years ago, May 2009
Good eating -- bon appetit
Buying decisions -- reading the label and paying the price
- Figure 32: Changes in the way consumers eat, drink, cook or shop for food now compared with two years ago, by gender, May 2009
Women call the tune
- Figure 33: Cooking from scratch more and/or buying more cheaper brands/own-label compared to two years ago, by age and socio-economic group, May 2009
In their own words
Appendix
Advertising data
Appendix -- Internal Market Environment
- Figure 37: Agreement with lifestyle statements about diet and health, by demographics, 2009
- Figure 38: Agreement with lifestyle statements, by demographics, 2009
- Figure 39: Prevalence of obesity among men and women, by age group, 1994 and 2003
- Figure 40: Adults dieting/trying to get slim, by demographics, 2009
Appendix -- The Media Landscape
- Figure 41: Circulation of bestselling women' s interest and slimming titles*, 2009
- Figure 42: Circulation of national newspapers, 2009
- Figure 43: Media and advertising lifestyle statements, by demographics, 2009
- Figure 44: Media and advertising lifestyle statements, by demographics, 2009
- Figure 45: Media and advertising lifestyle statements, by demographics, 2009
Appendix -- Role of New Technology
- Figure 46: Device usage summary, January and April 2009
Appendix -- Brand Communications
- Figure 47: Top 20 advertisers in food category, 2006-09
Appendix -- The Consumer -- Influences on Consumers' Food Choices
- Figure 52: Factors affecting the way consumers eat, drink, cook and shop for food, by demographics, May 2009
- Figure 53: Factors affecting the way consumers eat, drink, cook and shop for food, by demographics, May 2009
- Figure 54: Netted effects on eating, drinking, cooking or shopping for food, by demographics, May 2009
Appendix -- The Consumer -- Changing Consumer Attitudes
- Figure 55: Changes in the way consumers eat, drink, cook or shop for food now compared with two years ago, by demographics, May 2009
- Figure 56: Changes in the way consumers eat, drink, cook or shop for food now compared with two years ago, by demographics, May 2009
Figure 57: Changes in the way consumers eat, drink, cook or shop for food now compared with two years ago, by demographics, May 2009

Media and Food (The) - UK - October 2009

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