Abstract
Overview
Introduction
Convenience needs are driving consumers to constantly seek out more efficient and effective products that can help facilitate multi-tasking and fulfill desires to maximize leisure time. Anything offering ease is becoming luxurious and this has significant implications for on-the-go consumption: the snacking market value rose to reach US$161 billion across the US and Europe in 2005.
Scope
- Total snacking and drinking occasions and spending between 2005 and 2010, broken down by country, by time and by location
- On-the-go eating and drinking occasions and spending from 2005 to 2010 by country, including breakdowns into on-the-move and healthy occasions
- Analysis of the changes in consumer lifestyles that are driving the changes in on-the-go consumption behavior
- Detailed action points offering practical strategies based on the trends and insights analyzed in the report
Report Highlights
The number of on-the-go eating occasions in Europe is forecast to increase from 103 billion in 2005 to 113 billion in 2010. The growth rate in the US, where on-the-go consumption is more established than in Europe, will continue with the number of occasions forecast to increase from 126 billion in 2005 to 140 billion in 2010.
Consumers' propensity to drink on-the-go is higher than it is to eat on-the-go. Occasion growth is also forecast to be slightly higher which is accounted for by the fact that inhibitors to on-the-go consumption such as mess, embarrassment and inconvenience are less pronounced for such occasions.
People increasingly view foods as 'all-day consumables': the 'flexi-eating' trend means that more consumers are now less specific about what products they associate with specific mealtime consumption occasions. This means that products that once targeted impulse snacking occasions can increasingly be aligned as convenient solutions across the day.
Reasons to Purchase
- Obtain exclusive data concerning on-the-go snacking occasions and sales value and volume, segmented by food versus drinks and by type of occasion
- Improve your marketing strategy by tailoring impulse products' NPD efforts to the fastest-growing occasion types and consumer groups
- View best practice examples of targeting and marketing snacks and beverages for on-the-go consumption
Table of Contents
- CHAPTER 1 EXECUTIVE SUMMARY
- The hot topic
- The future decoded
- Consumers are snacking more frequently
- Changing mealtime attitudes and fragmentation are driving on-the-go snack consumption
- Drinks consumption is increasing
- Out-of-home snack occasions are out-growing in-home occasions
- On-the-go food and drink occasions are increasing
- On-the-move is an important sub-set of on-the-go occasions
- Convenience needs dominate on-the-go occasions
- On-the-go occasions increasingly have a greater health focus
- Hot food to go is a key need for nutritious conscious consumers
- Sports and active leisure create new opportunities in offering on-the-go solutions
- Action points
- CHAPTER 2 THE FUTURE DECODED
- Introduction
- Defining on-the-go consumption
- TREND: Consumers are snacking more frequently
- Snacking frequencies and snacking spend are increasing
- Changing mealtime attitudes and fragmentation are driving on-the-go snack consumption
- Core mealtime occasions are declining and portable foods becoming more relevant
- The compensatory effect of missed meals has important snack implications
- TREND: Drinks consumption is increasing
- Consumers are spending more than ever on non-alcoholic drinks
- Drinks occasions are also rising, especially in the US
- TREND: Out-of-home snack occasions are out-growing in-home occasions
- Busier consumers require increased convenience
- Food consumption on-the-go is rising from a small base
- Drinking on-the-go is most important and fastest-growing
- INSIGHT: On-the-move is an important subset of on-the-go occasions
- Longer, more frequent journeys mean people are on-the-move more often
- Consumers are most likely to consume on-the-go snacks in their cars
- The combined European and US on-the-move market value will near
US$200bn by 2010
- Snacks dominate on-the-move food and drink consumption
- INSIGHT: Convenience dominates on-the-go occasions
- Easy, time-saving products are important to modern consumers
- On-the-go occasions often occur in response to time saving, convenience needs
- There are a number of convenience attributes that consumers seek for on-the-go formats
- Consumers believe that convenience is worth paying extra for
- Hectic lifestyles create new occasion and need fulfilling opportunities
- Consumers need convenient hydration when on-the-go
- INSIGHT: On-the-go occasions increasingly have a greater health focus
- Consumers are becoming increasingly health conscious
- Snacking occasions increasingly have a health focus
- Consumers are no longer willing to sacrifice health for on-the-go convenience
- The number of health-on-the-go occasions is increasing
- Consumers find it difficult to eat healthily on-the-go
- The healthy on-the-go market is undervalued
- Hot food to go is a key need for nutritious conscious consumers
- INSIGHT: Sports and active leisure create new opportunities in offering
on-the-go solutions
- Gym membership is rising in the US and parts of Europe
- There are four core types of sports nutrition consumers
- The sports nutrition market is increasing
- Conclusions
- On-the-go snacking is becoming more relevant to consumers
- On-the-go targeting should not be limited to only snack occasions
- On-the-go snacking products can deliver high margins
- Lifestyle habits mean that there is further scope for occasion growth
- Health benefits must be added with convenient functionality
- Introduction
- CHAPTER 3 ACTION POINTS
- Introduction
- Incorporate convenient product attributes for on-the-go functionality
- Alter product formats to make them suitable for on-the-go consumption
- Target the convenience attributes that consumers value and promote them overtly in marketing literature
- Target on-the-move/travel occasions specifically
- Target meal replacement occasions with substantive and filling on-the-go
variants
- Promote/create snacks as filling light meals that have broad occasion applicability
- Pursue opportunities in liquid nutrition
- Challenge perceptions that on-the-go products are unhealthy
- Promote impulse snacking as a positive part of daily nutrition
- Develop variants that have health and convenience credentials
- Cut 'bad ingredients' and focus on healthy production methods
- Highlight important nutritional content for consumers
- Create on-the-go products with active lifestyle benefits
- Target active on-the-go consumers with convenient sports nutrition products
- Target healthy lifestyle venues for product sampling
- Target the growing opportunity offered by hot-food to go
- Provide consumers with the option to heat foods in convenience stores
- Remove on-the-go consumption barriers with disposable cutlery
- Provide hot vending machines for products that require heating
- Make indulgence and taste credentials the focal point of the message
- Make freshness and quality a key message
- Ensure that quality is reflected by core product attributes
- Restrict space-age technologies to relevant products
- Make freshness and quality a key message
- CHAPTER 4 APPENDIX
- Definitions
- Research methodology
- References
- Industry Sources
- Government Sources
- News Sources
- How to contact experts in your industry
- List of Tables
- Table 1: Daily per capita and yearly total snacking occasions in Europe and the US, by country, 2005-2010
- Table 2: Total and per capita snacking value in Europe and the US, by region, 2005-2010 (US$ bn and US$/head)
- Table 3: Number of missed occasions per person per year in Europe and the US, by occasion, 2004-2009
- Table 4: Total and per capita value of soft and hot drinks sales in Europe and the US, by region, 2000-2010 (US$ bn)
- Table 5: Average number of daily and yearly non-alcoholic drinking occasions in Europe and the US, by region, 2005-2010
- Table 6: Annual in-home and out-of-home morning, afternoon and evening snack occasions in Europe and the US (billions), by region, 2005-2010
- Table 7: Number of on-the-go eating occasions in Europe and the US (billions), by country, 2005-2010
- Table 8: Number of non-alcoholic on-the-go drinking occasions in Europe and the US (billions), by country, 2005-2010
- Table 9: Average journey length in Europe and the US (km), by country, 2000-2010
- Table 10: Average number of journeys per person per day in Europe and the US, by country, 2000-2010
- Table 11: Total number of journeys by mode of transport in Europe and the US (billons), 2000-2010
- Table 12: Total on-the-move food and drink market value by mode of transport (US$ m) in Europe and the US, 2000 - 2010
- Table 13: Total on-the-move food and drink market value in Europe and the US, by country (US$ m), 2000-2010
- Table 14: Total on-the-move food and drinks market in Europe and the US, by category (US$ m), 2000-2010
- Table 15: Number of healthy snacks consumed per person per year in Europe and the US, by country, 2004-2009
- Table 16: Healthy on-the-go eating occasions in Europe and the US (per head and total), 2005-2010
- Table 17: Healthy on-the-go drinking occasions in Europe and the US (per head and total), 2005-2010
- Table 18: On-the-go meal occasions in US and Europe (millions), 2004
- Table 19: Health club members as % of population, selected major European markets & US, 2003-2008
- Table 20: Sports nutrition market value (US$ m), by country, 2000-2010
- Table 21: On-the-go definitions
- List of Figures
- Figure 1: Looking at the broader picture shows that mealtimes are changing giving rise to more snacking, especially on-the-go
- Figure 2: Defining the on-the-go occasion
- Figure 3: Mealtimes are changing giving rise to more snacking, especially on-the-go
- Figure 4: Time-saving products are important to US and European consumers which explains why on-the-go formats are proving so popular
- Figure 5: Instill these product attributes in offerings to capitalize on consumers' convenience related needs and behaviors
- Figure 6: More than 50% of European and US consumers are willing to pay extra for time-saving products and services
- Figure 7: Consumers' self-reporting of their behavior indicates a strong trend towards both placing importance on, and acting to improve health
- Figure 8: Health on-the-go: a clash of the 'health' and 'convenience' mega-trends
- Figure 9: Responses to the question: What stops you eating or drinking healthily more often when on-the-go? (% respondents), 2003
- Figure 10: A synopsis of the convenience and health-related factors inhibiting health on-the-go occasions
- Figure 11: Value of actual and intended healthy on-the-go consumption through retail channels in Europe and US (€ and US$ bn), 2004
- Figure 12: There are four core types of sports nutrition consumers
- Figure 13: Instill these product attributes in offerings to capitalize on consumers' convenience related needs and behaviors
- Figure 14: Attributes associated with ease of consumption and portability are fundamental to successful on-the-go formats
- Figure 15: There is considerable scope to alter the format of products to make them more relevant to on-the-go consumption
- Figure 16: Developing formats specifically for traveling and everyday on-the-move occasions can help in gaining a foothold in the overall on-the-go market
- Figure 17: On-the-go snacks are often consumed as meal replacements and consumers are therefore demanding something more filling and substantive than an impulse snack
- Figure 18: The health and convenience trends can no longer be targeted in isolation
- Figure 19: Consumers want health messages that permit occasional indulgences
- Figure 20: Performance/energy boost is a key need associated with health on-the-go occasions and can be targeted with products that are targeted towards sports enthusiasts
- Figure 21: Including cutlery facilitates on-the-go consumption
- Figure 22: Offering hot-food-to-go via vending channels is an increasingly profitable possibility especially with branded concepts
- Figure 23: Following these actions will help in attracting the quality seeking, wealthier older consumer
- Figure 24: Self-heating is best employed in non-gourmet products
