Celebrity Endorsement in Food - UK - April 2008

Table of Contents

• Issues in the Market
• Definitions
• Abbreviations
• Market in Brief
• Celebrity charm...
• ...is campaigning for change
• Selling celebrity...
• Looking forward
• Internal Market Environment
• Key points
• The cult of the celebrity
  • Figure 1: Recent celebrity food and cookery television programmes
• Cooking gets social
• Eat and be merry
  • Figure 2: Agreement with selected lifestyle statements on food, 2003-07
• Probing your conscience
  • Figure 3: Agreement with selected lifestyle statements on food production values, 2003-07
• Time for a health check
  • Figure 4: Agreement with selected lifestyle statements on health, 2003-07
• Kids get pukka tucker
  • Figure 5: 7-10s who have school dinners and packed lunches during the week, 2003-07
• Broader Market Environment
• Key points
• Demographic changes provide a favourable backdrop
  • Figure 6: Effect of the changing make-up in demographics of the UK population on the market for functional foods, 2007
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Celebrity Food Brands & Influences on the Food Market
• Key points
• Celebrity chefs
• Jamie Oliver
  • Figure 10: Jamie Oliver food products launched in January 2007
• Hugh Fearnley-Whittingstall
• Delia Smith
  • Figure 11: The Delia effect
• Ainsley Harriott
  • Figure 12: Food products under the Ainsley Harriott brand
• Antony Worrall Thompson
  • Figure 13: Food products under the Antony Worrall Thompson Brand, 2007
• Gordon Ramsay
• Nigella Lawson
  • Figure 14: The Nigella effect
• Jean-Christophe Novelli
• Other celebrity chefs
• Mary Berry
• Paul Rankin
• Ken Hom
  • Figure 15: Food products under the Ken Hom brand
• Rick Stein
• Nick Nairn
• Raymond Blanc
• Brian Turner
• Other celebrities
• Loyd Grossman
  • Figure 16: Food products under the Loyd Grossman brand
• Linda McCartney
• Jane Asher
• Rosemary Conley
• Gillian McKeith & You Are What You Eat
• Other celebrity food brands
• Paul Newman
• Sophie Conran
• Frankie Dettori
• Terence Stamp
• George Foreman
• The future
• Product Positioning
• Key points
• The need for differentiation
• Pasta sauces
  • Figure 17: Price positioning in the UK pasta sauces market, 2008
• Baking mixes
  • Figure 18: Price positioning in the UK baking mixes market, 2008
• Instant rice
  • Figure 19: Price positioning in the UK instant rice market, 2008
• Brand Communication and Promotion
• Key points
• How low can you go?
  • Figure 20: Main monitored media expenditure on celebrity endorsement of food by brand, 2003-07
• Below-the-line activity
• The Impact of Celebrity on Food in Context
• Key points
• Harnessing the power of the celebrity
  • Figure 21: Impact of celebrity on purchasing behaviour, January-February 2008
• Young women are star struck
  • Figure 22: Impact of celebrity on food, cosmetics and fragrances, January-February 2008
• The Effect of Celebrity Chefs
• Key points
• The power of the celebrity is driving healthy sales...
  • Figure 23: The affect of celebrity chefs on consumers, January-February 2008
• ...and have increased the interest in provenance and production values
• Celebrity endorsements -- Depth of influence
  • Figure 24: Number of ways in which adults purchasing behaviour is influenced by celebrity chefs, 2008
• Growing the market
  • Figure 25: Number of ways in which adults are influenced by celebrity chefs, by gender, age and socio-economic status, January-February 2008
• Older men resist
• Appendix -- Internal Market Environment
  • Figure 29: Agreement with selected lifestyle statements, by demographic sub-group, 2007
  • Figure 30: Agreement with selected lifestyle statements, by demographic sub-group, 2007
  • Figure 31: Agreement with selected lifestyle statements on health, by demographic sub-group, 2007Figure 32: Agreement with selected lifestyle statements on health, by demographic sub-group, 2007
  • Figure 33: 7-10s who have school dinners and packed lunches during the week, by gender, age, socio-economic group and region, 2007
  • Figure 34: Agreement with selected lifestyle statements on food, 7-10s, by gender, age, socio-economic group and region, 2007
  • Figure 35: Agreement with selected lifestyle statements on food, 11-14s, by gender, age, socio-economic group and region, 2007
  • Figure 36: Agreement with selected lifestyle statements on food, 7-10s, 2003-07
  • Figure 37: Agreement with selected lifestyle statements on food, 11-14s, 2003-07
• Appendix -- Broader Market Environment
  • Figure 38: Changes in UK population by socio-economic status, 2003-13
  • Figure 39: Changes in UK population by age, 2003-13
• Appendix -- Celebrity Food Brands & Influences on the Food Market
  • Figure 40: Supermarket stocking policies by retailer, 2008
• Appendix -- The Impact of Celebrity on Food in Context
  • Figure 41: Impact of celebrity on purchasing behaviour, January-February 2008Figure 42: Impact of celebrity on purchasing behaviour, January-February 2008
• Appendix -- The Effect of Celebrity Chefs
  • Figure 43: The affect of celebrity chefs on consumers, January-February 2008
  • Figure 44: The affect of celebrity chefs on consumers, January-February 2008
• Target groups
  • Figure 45: Number of ways in which adults are influenced by celebrity chefs, by demographics, January February 2008