Introduction
Consumer eating habits continue to evolve away from three core meals per day consumed within a generally accepted timeframe. In 2004, the OTG lunches market was worth 70 billion Euros in US and Europe. Behavior and motivation vary by country and by daypart. Time constraints are a major factor in directing food consumption but marketers must understand that convenience is just one on-the-go driver.
Scope of this report
- Quantitative data outlining the current and future value of on-the-go meals by country, and the evolution of on-the-go occasions by country.
- Data and analysis on mealtime occasions - core, light and missed - broken down by country
- Comprehensive information on eating habits such as location, meal preferences, and preparation times.
- Detailed action points offering practical strategies based on the trends and insights analyzed in the report
Research and analysis highlights
Consumers feel like they have less leisure time due to work commitments and patterns of commuting and house ownership. They seek products that give them back time and are willing to pay extra for them.
Breakfast is a key OTG mealtime occasion as the number of skipped breakfast continues to rise in Europe and US. Consumers can achieve many benefits from having a regular breakfast and many would do so if the options available were more appetizing, varied and above all convenient.
Consumers present noticeable attitude behavior gaps when balancing the drivers of taste and health. They also demonstrate some skepticism to the nutritional claims made by CPG manufacturers.
Key reasons to read this report
- Understand the attitudes driving the consumption of food balanced against convenience
- Improve your marketing strategy by targeting the most profitable occasions and their accompanying needstates
- View best practice examples of targeting time-starved consumers with practical products that go beyond a convenience positioning
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