Abstract
Premium foods have been one of the fastest-growing sectors of the food market. Rising consumer demand for premium quality foods, indulgence and treats, have allowed supermarkets and manufacturers to invest in premiumisation to grow value sales and opened more opportunities for smaller food specialists.
This report assesses suppliers' strategies for continuing that growth, and for developing new opportunities. This includes an assessment of what impact rising food prices will have on buying behaviour, if any.
Key report themes:
- More informed and knowledgeable consumers buying more selectively
- Ethical and environmental awareness growing - its impact on buying behaviour
- The strong growth of own label premium foods, and its role and share of the market
- Healthier eating and its impact on how foods are chosen, eg eating chocolate or desserts less often but making them more special (an indulgent treat)
- The potential impact of rising food prices and tougher economic conditions
Table of Contents
- Issues in the Market
- Key themes
- Definition
- Abbreviations
- Market in Brief
- Vigorous growth
- Claims and positioning
- Multiples and brands
- A mixed bag for the shopper
- Future directions
- Internal Market Environment
- Key points
- The peculiarity of the British
- But things have changed
- Media also play their part
- Availability
- A taste for good things
- Figure 1: Trends for lifestyle statements about premium/quality goods,
2003-07
- Eating out
- The pleasures of home and table
- Figure 2: Trends for lifestyle statements about cooking & eating food,
2003-07
- Ethical production and food miles
- Figure 3: Trends for lifestyle statements about buying food, 2003-07
- Healthy eating
- Broader Market Environment
- Key points
- Weaker consumer confidence?
- Sharp rise in food prices
- Are higher prices here to stay?
- Key target group numbers
- Figure 4: UK population, by socio-economic group, 2003-13
- Changing age structure broadly neutral
- Figure 5: UK population trends by age, 2003-13
- Competitive Context
- Key points
- A fillip for the value sector
- Figure 6: UK retail sales of cheapest on display own-label food, 2003-08
- Premium bringing real value
- Figure 7: UK retail sales of own label food, 2003-08
- What role will standard have going forward?
- What of the brands?
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Premium Positioning -- Main meals
- Key points
- Pathways to value growth
- Soup
- Figure 10: UK retail sales of soup, by sector, 2003-07
- Market trends
- Brand positioning
- Figure 11: Attributes contributing to price premium in the soup market,
2008
- Main themes
- Proliferation at the premium end
- Sausages
- Figure 12: UK retail sales of sausages, by sector, 2003-07
- Market trends
- Brand positioning
- Figure 13: Attributes contributing to price premium in the sausages
market, 2008
- Main themes
- Own label in the ascendant
- Ready meals -- market trends
- Figure 14: UK retail sales of ready meals, by sector, 2003-07
- Brand positioning
- Figure 15: Attributes contributing to a price premium in the ready meals
market, 2008
- The dominance of own label
- Tasty proposition
- Premium Positioning -- Snacks and Confectionery
- Key points
- Premium crisps drive sales
- Figure 16: UK retail sales of crisps & snacks, by sector, 2003-07
- Brand positioning
- Figure 17: Attributes contributing to price premium in the crisps and
snacks market, 2008
- Quality and flavour
- Credibility
- Chocolate -- market trends
- Figure 18: UK retail sales of moulded bar chocolate, by sector, 2003-07
- Brand positioning
- Figure 19: Attributes contributing to price premium in the chocolate
confectionery market, 2008
- Brands rule
- Premium Positioning -- Desserts
- Key points
- Yogurt -- market trends
- Figure 20: UK retail sales of yogurt* by sector, 2006 and 2007
- Brand positioning
- Figure 21: Attributes contributing to price premium in the yogurt
market, 2008
- Ingredients, provenance and health come together
- Ice cream -- market trends
- Figure 22: UK retail sales of ice cream, by sector, 2004-07
- Wow factor flavours
- Brand positioning
- Figure 23: Attributes contributing to price premium in the take-home ice
cream market, 2008
- Sheer pleasure
- Companies and products
- Soup
- New Covent Garden
- Serious Food Company
- Sausages
- Duchy Originals
- Helen Browning
- Ready meals
- Bighams
- COOK
- Crisps and snacks
- Tyrrells
- Salty Dog
- Kettle Chips
- Yogurt
- Yeo Valley
- Rachel' s Organic
- Ice cream
- Häagen-Dazs
- Ben & Jerry' s
- Chocolate
- Green & Blacks
- Hotel Chocolat
- Brand Communication and Promotion
- Key points
- Premium promotion soars
- Figure 24: Main advertising expenditure on premium food own label
ranges, 2004-08
- The premium lead the premium
- Fair-trade and organic take a back seat
- Little attention drawn to local sourcing
- Channels to Market
- Key points
- The interplay of multiples and independents
- Figure 25: Sales of premium foods, by type of outlet, 2008
- Varying degrees of dominance
- From the smaller to the larger
- The large multiples
- Tesco
- Asda
- Sainsbury' s
- Morrisons
- Somerfield
- Premium multiples
- Waitrose
- Marks & Spencer
- Booths
- Premium produce from near and far
- The farms
- The Consumer: Premium Foods Bought
- Key points
- Priorities for spending more
- Figure 26: Food categories, consumers are willing to pay a higher price,
May 2008
- Invest in the raw ingredients
- What people say and what they do
- Eight in ten will pay more
- Limits and opportunities
- Turning to economy
- Figure 27: Frequency of buying own label economy food ranges, May 2008
- Part of the repertoire
- Appendix
- Advertising data
- Appendix: Internal Market Environment
- Figure 32: Demographics for luxury buying statements, 2007
- Figure 33: Eating out, at current prices*, 2003-08
- Figure 34: Demographics for food statements, 2007
- Figure 35: Demographics for food statements, 2007
- Figure 36: Demographics for food statements, 2007
- Figure 37: Incidence of being obese among men and women, by age group,
1994 and 2003
- Appendix: Who' s Innovating
- Figure 38: Top claims by sub-category and claim: Premium, 2006-08
- Figure 39: Top claims by sub-category and claim: Economy, 2006-08
- Figure 40: Top claims by sub-category and company: Premium, 2006-08
- Figure 41: Top claims by sub-category and company: Economy, 2006-08
- Appendix: Brand Communication and Promotion
- Figure 42: Advertising expenditure on premium food ranges in relation to
total spending, 2004-08
- Figure 43: Main advertising expenditure on Fair-trade & organic food
ranges, 2004-08
- Appendix: Premium Foods Bought -- Detailed Demographics
- Figure 44: Food categories, consumers are willing to pay a higher price,
by gender, age, socio-economic group, marital status, lifestage, presence of
children, Mintel' s Special Groups, working status, tenure, region, ACORN
category, technology usage, newspaper readership, commercial TV viewing,
supermarket usage, household size, car usage, detailed lifestage groups and
terminal education age, May 2008
- Figure 45: Food categories, consumers are willing to pay a higher price,
by gender, age, socio-economic group, marital status, lifestage, presence of
children, Mintel' s Special Groups, working status, tenure, region, ACORN
category, technology usage, newspaper readership, commercial TV viewing,
supermarket usage, household size, car usage, detailed lifestage groups and
terminal education age, May 2008
- Figure 46: Food categories, consumers are willing to pay a higher price,
by gender, age, socio-economic group, marital status, lifestage, presence of
children, Mintel' s Special Groups, working status, tenure, region, ACORN
category, technology usage, newspaper readership, commercial TV viewing,
supermarket usage, household size, car usage, detailed lifestage groups and
terminal education age, May 2008
- Figure 47: Food categories, consumers are willing to pay a higher price,
by gender, age, socio-economic group, marital status, lifestage, presence of
children, Mintel' s Special Groups, working status, tenure, region, ACORN
category, technology usage, newspaper readership, commercial TV viewing,
supermarket usage, household size, car usage, detailed lifestage groups and
terminal education age, May 2008
- Figure 48: Frequency of buying own label economy food ranges, by gender,
age, socio-economic group, marital status, lifestage, presence of children,
Mintel' s Special Groups, working status, tenure, region, ACORN category,
technology usage, newspaper readership, commercial TV viewing, supermarket
usage, household size, car usage, detailed lifestage groups and terminal
education age, May 2008
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