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* Meal Occasions – Appealing to changes in shopper behaviour 31/03/2010 *
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Meal Occasions  

Find out how to capitalise on changing consumption habits with this in-depth guide to meal occasions 

 

Significant changes are taking place in the way people live, how they shop and their cooking and eating habits.

There is a growing UK population driven by a rise in fertility rates and an increase in life expectancy resulting in more older people. Since the 1970s there has also been an increasing trend towards smaller household sizes and a growth in the proportion of women in employment

More recently, the impact of the recession has meant that shoppers have been economising by investing more time in food preparation, claiming to be cooking from scratch and eating at home more.

Changing shopper profile and needs will pose challenges and opportunities for both retailers and suppliers in meeting mealtime requirements.

How are these changes in consumption impacting how people shop for different meal occasions? With an increase in single person households, to what extent is a decline in traditional meal times impacting shopper behaviour in-store?
 
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Meal Occasions – Appealing to changes in shopper behaviour will help you to:

Understand how changes in lifestyle and cooking skills are impacting on food preparation

Identify the key drivers when shopping for different meal occasions 

Adapt ranging, promotions and merchandising to meet the meal occasion requirements of shoppers

Influence shoppers at point of sale to purchase products for specific meal occasions
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Executive summary

  • Key findings
  • Implications

Research objectives and key questions

  • Research methodology

Meal consumption

  • What trends are influencing meal consumption?
    • The ageing population
    • Increasing ethnic diversity
    • Smaller households
    • Higher proportion of women working
    • Rising obesity levels
  • How many meals per day do people have?
  • How do shoppers differ in their frequency of meals?
  • How does main meal consumption differ by age and presence of children?
  • How does main meal consumption differ by social grade and working status?
  • How many people miss breakfast?
  • Are more or less people missing breakfast?
  • How does missing breakfast differ by gender and age?
  • How does missing breakfast differ by social class and presence of children?
  • What are the barriers to eating breakfast?
  • Implications

Meal locations

  • Where do people have their main meals?
  • What is the average number of main meals in a typical week by location?
  • How often do people have main meals in different locations?
  • How does where people have their main meals differ by demographic group?
  • Which occasions do shoppers change meals and routines?
  • Which shoppers change meals for different occasions?
  • Implications

Meal preparation

  • How is the overall approach to main weekday meal preparation changing?
  • How is the primary approach to main weekday meal preparation changing?
  • How does the primary approach to main weekday meal preparation differ by shopper type?
    • Cooking from scratch
    • Ready meals
    • Eating out/Take aways
  • How is the primary approach to main weekday meal preparation impacted by frequency of meals?
  • Implications

Meal Planning

  • How do shoppers plan their food shopping?
  • Do shoppers plan for meal occasions?
    • Why do people not plan for meals?
    • Why do people plan for meals?
  • How does meal planning differ by age/presence of children?
  • How does meal planning differ by social grade and geographic region?
  • How does meal planning differ by number and type of meals?
  • What methods are shoppers using when preparing main meals?
    • Recipes
    • Making packed lunches
    • Cooking in bulk and using leftovers
  • Implications

Improvements to meal planning and cooking

  • What improvements are required to help meal planning and cooking?
  • How do requested improvements differ by shopper type?
  • How to cook
  • What to cook
  • Meal plans and grouping meal ingredients together
  • Implications

Key insights and implications

 

Appendix

  • Qualitative research methodology
  • Quantitative research methodology
  • National survey
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