本報告已在2011年07月19日停止出版。
Abstract
Overview
Introduction
Snacking and soft drink consumption are a hugely and increasingly important
part of consumption behavior in the US and Europe. Their growing importance to
consumer lifestyles is eroding the factors that make them distinct from other
consumption occasions.
Scope
- Quantitative data covering snacking and beverage occasions and occasion
values by day-part, category and location.
- Data and analysis of snacking and beverage consumption behavior broken
down by age and gender.
- Survey-based insights into consumers' attitudes towards convenience,
health and food consumption.
- Detailed action points offering practical strategies based on the trends
and insights analyzed in the report.
Highlights
The number of individual snack occasions in Europe is forecast to increase
from 272 million occasions per year in Europe to 284.6 billion occasions in
2010. The US is set to show a similar increase from 229.3 occasions in 2005 to
245.8 occasions in 2010.
Consumers in Europe and the US spent almost a quarter of a trillion dollars on
non-alcoholic drinks in 2005, with total spending rising at a rate of 2.6%
over the 2000-2005 timeframe to reach US$241bn. Every country considered has
seen a rise in soft drinks spending, although the size shows some variation.
The average European consumed 215 morning snacks in 2005, 260 afternoon snacks
and 219 evening snacks; in the same year, the typical US consumer consumed 231
morning snacks in 2005, 283 afternoon snacks and 261 evening snacks.
Reasons to Purchase
- Obtain exclusive data concerning consumption occasions and consumer
spending on snacks and non-alcoholic beverages across all categories
- Understand the attitudes driving changes in consumers' snack and beverage
consumption behavior
- View best practice examples of targeting and marketing snacks and
beverages to new occasions and consumer groups
Table of Contents
- CHAPTER 1 EXECUTIVE SUMMARY
- Introduction
- The future decoded
- Snacking and drinking are increasingly important to consumers
- Out-of-home occasions are a growth area within snacking
- Consumers mostly snack later in the day
- Consumption patterns vary by gender and age
- Healthy snacks and beverages are becoming more popular
- Consumers are trading up to higher-quality snacks
- Action points
- CHAPTER 2 THE FUTURE DECODED
- Introduction
- TREND: Snacking is increasingly important to consumers
- Consumers are snacking more frequently
- The value of snacking is increasing in light of more occasions
- Snacks are becoming larger and more substantial
- Snacking is no longer merely impulse-driven grazing
- There is a trend towards "light meal snack occasions"
- Traditional snacking categories will be largely static in the next five
years
- TREND: Beverage consumption continues to increase
- Non-alcoholic beverage occasions are increasing
- Beverage spending is driven by occasions and rising value
- TREND: Out-of-home snacking and drinking are increasingly common
- Out of home snack growth exceeds that of in-home growth
- On-the-go occasions are the main snacking growth area
- The propensity to consume on-the-go is increasing
- Convenience is the major driver of on-the-go consumption
- Workplace snacking is a key driver of out-of-home snack growth
- Snacking and drinking in transit continues to increase
- INSIGHT: Consumers mostly snack later in the day
- Poor breakfast and lunch habits contribute to morning and afternoon
snacking
- Afternoon snacking is fuelled by boredom and stress
- Stressed, bored and tired workers drive afternoon snacking
- Evening snacking accounts for the greatest snack spending
- Evening snacking is most likely to occur at-home
- INSIGHT: Snacking and beverage consumption patterns vary by gender
- Women snack slightly more frequently than men
- Men tend to consume more savory and substantial snacks
- Male and female importance varies by impulse market
- Women are heavier consumers of confectionery than men
- Men account for barely more savory snack consumption than females
- Women are more eager to snack on bakery products
- Ice cream consumption is evenly split
- Hot drinks shows barely any gender difference
- Europe and the US show opposite patterns for soft drinks
- INSIGHT: Snacking and beverage consumption dynamics vary by age
- Young Adults and Mid-lifers consume the most snacks
- Younger consumers over-consume in key snacking markets
- The peak beverage categories vary by age group
- INSIGHT: Healthy snacks and beverages are becoming more popular
- Health has become more important to general lifestyles
- Consumers seek healthier snack and beverage alternatives
- Consumers want both health and indulgence from snacks and drinks
- Consumers increasingly embrace functional snacks and drinks
- Functional snacks are also growing from a small base
- Older consumers and weight conscious females can be motivated by healthy
snacks and beverages
- INSIGHT: Consumers are trading up to higher-quality snacks
- Low-ticket products like snacks and beverages can still gain from
trading-up
- People want to try new things and experience new sensations
- Consumers choose food and drinks on the basis of flavor
- Premiumization is still associated with particular occasions and
locations
- Consumers tend to premiumize and indulge in the evening
- Certain special occasions also trigger premiumization
- Consumers' quality perceptions can be grouped under four main factors
- Conclusions
- CHAPTER 3 ACTION POINTS
- Introduction
- Use a three-pronged approach to target healthy snacking and drinking
- Make efforts to develop genuinely healthy variants
- Make freshness a feature of future product development
- Start to pursue opportunities in functional snacks and drinks
- Build a credible natural or organic positioning
- Seek to acquire companies with credible health offerings
- Develop better-for-you alternatives that help alleviate guilt
- Help consumers to control portion sizes
- Clearly communicate 'better for you' product development techniques
- Incorporate 'good content' into your indulgent products
- Continue innovation in "low and light", but be aware consumers have
broad concerns
- Extend brands with already established health credentials
- Demonstrate that better-for-you products do not compromise on taste
- Promote snacking and beverages as a positive part of daily nutrition
- Make education and regaining consumer confidence a communication priority
- Target the trend towards premium indulgence
- Align snacks and beverages with key indulgence occasions
- Make texture and taste a core focus of innovation
- Embrace sensory and experiential marketing
- Bring brands to life through campaigns that offer "branded experiences"
- Focus on sensory attributes to bring products into consumers'
consciousness
- Offer authenticity through attention to detail
- Place heightened emphasis on the authenticity of production
- Prioritize communication methods that facilitate detailed information
- Maximize the 'halo effect' of country of origin credentials
- Develop packaging formats that ooze quality and sophistication
- Re-align products to reflect changing perceptions of luxury
- Show awareness of changing demographics and adopt a more universal
targeting approach
- Adopt the principles of ageless marketing into targeting strategies
- Include male and female consumers in targeting efforts
- Make females the primary focus of healthy snacking occasions
- Make males the focus of snacks products that offer more substantive fills
- Adopt a more refined approach to targeting specific occasions
- Broaden usage possibilities by targeting mealtime occasions
- Develop new formats that are suitable for different occasions
- CHAPTER 4 APPENDIX
- Supplementary data
- Definitions
- Research methodology
- Future readings
- Report writing team
- How to contact experts in your industry
- List of Tables
- Table 1: Number of snack occasions (overall and per person per year),
by country, 2005-2010
- Table 2: Consumer spend on snacking, Europe and the US (US$ bn),
2005-2010
- Table 3: Number of light meal occasions (overall and per person per
year), by country, 2005-2010
- Table 4: Impulse snack spending in Europe and the US, by country (US$
bn), 2000-2010
- Table 5: Impulse snack spending per capita in Europe and the US, by
country (US$/head), 2000-2010
- Table 6: Average number of daily and yearly non-alcoholic drinking
occasions in Europe and the US, by region, 2005-2010
- Table 7: Non-alcoholic drinks spending in Europe and the US, by
country (US$ bn), 2000-2010
- Table 8: Non-alcoholic drinks spending per capita in Europe and the
US, by country (US$), 2000-2010
- Table 9: Number of in-home versus out-of-home snack occasions in
Europe and the US (billions), by country, 2005-2010
- Table 10: Value of in-home versus out-of-home snacks consumption in
Europe and the US (US$ bn), by country, 2005-2010
- Table 11: Number of non-alcoholic on-the-go drinking occasions in
Europe and the US (billions), by country, 2005-2010
- Table 12: Total number of workplace snack occasions (billions), by
country, 2005-2010
- Table 13: Total on-the-move food and drink spending 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 snack occasions (overall and per person per year),
by country and day-part, 2005-2010
- Table 16: Number of light meal snack occasions (overall and per person
per year), by country and day-part, 2005-2010
- Table 17: Consumer survey: % of consumers who report "never" snacking
by day-part
- Table 18: Morning, afternoon and evening workplace snack occasions
(overall and as a % of total occasions), by country, 2005-2010
- Table 19: The value (retail and foodservice) of snacking (US$
millions), by day-part and country, 2005-10
- Table 20: Number of in-home versus out-of-home snack occasions in
Europe and the US, by country and day part, 2005-2010
- Table 21: Number of snacking occasions (overall and per person per
year), by country and gender, 2005
- Table 22: Number of snack occasions (overall and per person per year),
by country, day-part and gender, 2005
- Table 23: Number of light meal snack occasions per person, by country,
gender and day-part, 2005
- Table 24: Number of light meal snack occasions per person per year, by
gender and country, 2005
- Table 25: Value of confectionery consumption by gender, Europe and US,
2005
- Table 26: Value of savory snacks consumption by gender, Europe and US,
2005
- Table 27: Value of bakery & cereals consumption by gender, Europe
and US, 2005
- Table 28: Value of ice cream consumption by gender, Europe and US, 2005
- Table 29: Value of hot drinks consumption by gender, Europe and US,
2005
- Table 30: Value of soft drinks consumption by gender, Europe and US,
2005
- Table 31: Number of snacks consumed per person per year, by day-part,
age and country, 2005
- Table 32: Total number of snacks consumed per person per year, by age
and country, 2005
- Table 33: Value of soft drinks consumption by age, Europe and US, 2005
- Table 34: Value of hot drinks consumption by age, Europe and US, 2005
- Table 35: Spending on standard and diet colas in Europe and the US
(US$ millions), 2000-2010
- Table 36: Health-related claims as % of all claims on new product
launches (%), US and Europe, 2000-2005
- Table 37: Responses to the question: "Over the past 12 months, would
you agree or disagree that you have become more demanding of your snacking
/ drinks choices, such that you make efforts to choose products that are
both healthy and tasty at the same time?", Europe & US, 2005
- Table 38: Responses to the question: "How often do you believe that
your meals / snacks are both healthy/nutritious and tasty/indulgent?",
Europe & US, 2005
- Table 39: Value of bottled water, carbonates, functional drinks and
juices in Europe and the US, 2000-2010
- Table 40: US functional food market value (US$ m), by category,
1999-2009
- Table 41: Europe functional food market value (US$ m), by category,
1999-2009
- Table 42: The level of trust consumers have in various claims made by
packaged goods manufacturers, by country
- Table 43: Confectionery spending in Europe and the US, by country (US$
bn), 2000-2010
- Table 44: Savory snacks spending in Europe and the US, by country (US$
bn), 2000-2010
- Table 45: Soft drinks spending in Europe and the US, by country (US$
bn), 2000-2010
- Table 46: Hot drinks spending in Europe and the US, by country (US$
bn), 2000-2010
- Table 47: Definitions of snacking & beverage occasions
- Table 48: Definitions of snacking categories
- Table 49: Definitions of non-alcoholic beverage categories
- Table 50: Definitions of other terms
- List of Figures
- Figure 1: Mealtimes are changing, giving rise to more snacking
occasions
- Figure 2: A light meal has traits of a snack and traits of a core meal
- Figure 3: Defining the on-the-go occasion
- Figure 4: European and US consumers are most prone to afternoon
snacking
- Figure 5: Consumer motivations for snacking and beverage consumption
vary by day-part
- Figure 6: Higher quality, more indulgent snacking and beverage
occasions are more associated with evening consumption
- Figure 7: Women tend to snack more frequently than men
- Figure 8: Males, especially in the US, are more likely to consume
substantive snacks in-between main meals
- Figure 9: Consumers aged six to 24 years old consume snacks most
frequently
- Figure 10: European and US consumers aged 15 to 44 account for more
savory snack consumption than their share of population
- Figure 11: European and US consumers aged 15 to 44 account for more
confectionery consumption than their share of population
- Figure 12: European and US consumers aged 15 to 44 account for more
bakery and cereal consumption value than their share of population
- Figure 13: Different age groups consume broadly the same amount of ice
cream per capita
- Figure 14: Trading up behaviors are growing most strongly in snacking
markets
- Figure 15: European and US consumers are increasingly trying new food
and drink products
- Figure 16: Nearly half of European and US consumers are seeking more
excitement and sensations in life
- Figure 17: Consumers are more likely to consume a higher quality
product across a number of specific locations and occasions
- Figure 18: Consumers' quality perceptions can be grouped under four
main factors
- Figure 19: Taste, freshness, and packaging are the most important
attributes for higher quality food and drinks
- Figure 20: Innocent smoothies' clever marketing ensures it is
perceived as high quality
- Figure 21: Functional snacks can make a market impact
- Figure 22: Children's products are a good target for incorporating
more healthy content into snacks and non-alcoholic drinks
- Figure 23: Stressing the lack of compromise required is important when
marketing healthy snack and beverage variants
- Figure 24: The different levels of experiential marketing can be used
to capitalize on the sensory mega-trend
- Figure 25: Novel sensory benefits can help establish a product with
consumers
- Figure 26: Authenticity can be established in several different ways
- Figure 27: Strategies for managing country-of-origin effects
- Figure 28: Packaging can be a core determinant of premium status
- Figure 29: With more mass market consumers showing a willingness to
trade up brands risk getting 'stuck in the middle'
- Figure 30: Women are significantly more likely to improve their health
through diet than men
- Figure 31: Sports nutrition could be extended into light meals
- Figure 32: New products can straddle the boundaries between different
mealtime and snacking occasions
- Figure 33: New product formats can drive new usage occasions
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