Abstract
Overview
Introduction
Breakfast, lunch and dinner occasions share many similarities. All are
increasingly being consumed away-from-home and all are hugely affected by time
pressures. As a result, informality is a trend that characterizes each
occasion. Meal occasions are also becoming lighter too - a phenomenon
influenced by a desire to eat more healthily throughout the day and to simply
"grab a quick bite".
Scope
- Insightful consumer survey data conveying attitudes and behaviors for each
of the core mealtimes and how eating patterns vary by segment and occasion
- Detailed quantitative and qualitative analysis of consumer behavior
assessing where, when and why they choose to eat breakfast, lunch and dinner
- Extensive evaluation of best practice NPD and marketing campaigns that
have successfully targeted changing mealtime occasions.
- Detailed Action Points pinpointing how to devise effective strategies
appealing to the changing attitudes and behaviors of European and US consumers
Report Highlights
There is now a relatively strong cultural norm of skipping breakfast in both
Europe and the US. In 2005, a typical European skipped 18.5% of breakfast
occasions which equates to 67.5 occasions per year. An average American
skipped 58.6 breakfasts - equivalent to 16% of all occasions.
Time pressed consumers increasingly turn to ready meals. The European ready
market will be worth US$ 21.7bn by 2010, up from US$ 14.0bn in 2000. In the
US, the market is forecast to be worth US$ 16.9bn in 2010, up from US$14.7bn
in 2000. The Italian, Spanish and German markets are forecast to grow the most
in the next 5 years.
Health needs increasingly impact all mealtime occasions. In July 2006, 68% of
US consumers reported that they had "taken active steps to eat more healthily"
over the previous 12 months. This compared with 75% of respondents in the UK
and 64% of respondents in France, Germany, Italy and Spain collectively.
Reasons to Purchase
- Obtain a comprehensive understanding of the key trends influencing
breakfast, lunch and dinner occasions.
- Access a broad range of data including consumption frequencies by daypart,
relevant market data and consumer survey insight
- Learn how to tailor your product portfolios and marketing campaigns to
effectively target consumers' changing eating patterns.
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