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New Strategies for offering Convenience in Food - Targeting new
occasions, best practice and new solutions
Sample Pages
Reference Code: CS0605IS
Publication Date: July 2014
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Agenda
• Introduction and Methodology
• The Convenience Trend Explained
- Elements of the trend
- Age and lifestage shape the convenience needs of consumers
• For whom and where is the Convenience trend shaping consumption behaviors
- Convenience continues to be a growing market globally
- The need for convenience is not restricted to one demographic despite some consumers being more
time-scarce than others
- Consumption of convenient products is more heavily influenced by consumer lifestages
• Key drivers of the convenience trend
- Numerous market trends and developments in the workplace mean that the demand for convenience is
driven by the need for time-saving, de-stressing and enabling products
• Prime opportunities for targeting
- Different consumer groups with varying needs leave the convenience market rife with opportunities
• Recommended actions
• Appendix
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Reasons to buy this report
New Strategies for offering Convenience in Food - Targeting new occasions, best practice and new solutions
is a detailed insight report highlighting the most important trends and untapped opportunities in the convenience market. The
increase of fragmented meal times and the need for on-the-go products in both developed and emerging economies are
directly influencing consumer product choices, fundamentally changing the way that people eat. The change in consumer
lifestyles, including skipping meals and increased snacking on-the-go, means that retailers and manufacturers need to keep
up to date with salient issues that are affecting consumers’ eating habits. The report identifies the key consumer groups to
target and provides recommendations to capitalize on growing trends that are driving consumption.
Future outlook
The report provides insight to highlight the "so what?"
implications behind the data, and analysis of how the need
states of consumers within your industry will evolve in the
short-to-medium term future.
Identify key consumer targets
The report divides the main drivers of Convenience into four
key groups: Youth Population, Young Professionals, Mature
Professionals and Older Consumers. From here the report
identifies the convenience needs of each key consumer
target.
Understand the key trends shaping consumer behavior
Analysis of emerging consumer trends by key consumers
group including eating on-the go meal time fragmentation
and exactly how this is driving the convenience market; in
addition the report outlines products that have successfully
capitalized on existing trends and the trends that are
available for manufacturers to target with innovation in the
future.
Find out who eats what, and why
This report identifies the key consumer demographic
groups driving the consumption of convenience food based
on demographic profiles: Developed Economies (France,
Germany, Italy, Spain, the UK and the US) and Emerging
Economies (Brazil, Russia, India and China). The figures
reveal the products considered most convenient and the
areas to be targeted.
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Executive Summary
Convenience is a growing global need that holds many opportunities
• The convenience sector is growing and this will continue as consumers feel
increasingly time scarce. Although consumers may not necessarily have less
time than previously, time absorbed by mobile smart devices and social media,
as well as a preference for their most favored activities, leads to consumers
feeling short of time.
• Convenience is a widespread need that is important across age groups. The
youngest consumers have busy schedules filled with schooling and extra
curricular activities; as parents balance these activities with their own work and
family commitments, the need for convenient products for children becomes
crucial. Working consumers seek convenience as they work ever longer hours
with shorter lunch breaks, hence their search for time-saving products. The
elderly population also seek convenience, not because they are time scarce
but in order to enable their independence and chosen lifestyle.
• Within the Canadean consumer trend framework, the Busy Lives and
Changing Lifestages trends give the best indication of consumers’ need for
convenience. In turn, this quantifies the high global demand for time-saving,
easy-to-use, convenient food products.
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Executive Summary
Convenience is important across all elements of purchase and consumption
• As consumer lifestyles become more hectic and packed full of activities,
consumers will increasingly look at ways of making all elements of their
consumption more convenient. Firstly, this will include the retail outlet they
choose to shop at, with some consumers moving towards e-retailers for their
grocery shopping to save time.
• The packaging of products also influences consumption. Busy consumers will
look for packaging that is suitable for on-the-go consumption while Older
Consumers will look for lightweight and accessible packaging.
• Consumers are becoming increasingly dependent on convenience food as it
becomes part of the standard diet in many countries. This leads to depleting
cooking skills and increasing numbers of consumers unable to scratch cook.
Furthermore, consumers feel they have less time to spend cooking and hence
they frequently seek out time-saving meal-time options.
• Finally, consumers base their consumption on the benefits of the food they eat.
As meal times become more fragmented, consumers look to snacks and quick
meal time solutions for all their nutritional intake and varying needs throughout
the day such as energy boosts or relaxation.
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Executive Summary
Consumers are increasingly driving the demand for convenient products
• The growth of the global convenience market is driven by an array of factors
including increased stress levels of workers who battle longer-working hours
and shorter breaks. Furthermore, there are increasing numbers of women in
the workplace who have to juggle work and family commitments. Deferring
retirement ages leads to more Older Consumers working who seek convenient
energy boosts to see them through the day.
• The growing significance of single-parents in modern markets means there are
more time-scarce parents single-handedly managing jobs and the home,
hence their need for convenience. Moreover, the busiest consumers in the
market are seeking out convenient options which allow them more ‘me time’ to
spend on more favorable activities.
• Consumers living to an older age drive the need for convenient lifestyle
enablers, which are products that allow them to continue to live as they always
have. Often these products are also adopted by younger consumers who see
them as a better alternative.
• Increasing numbers of younger cohabiting couples, flat-shares, and empty-
nesters is leading to a rise in the number of consumers living without children.
Children are a huge motivator to cook healthy meals from scratch for many
consumers, hence childless households often turn to premium convenience
foods for meal times in order to grant them more free-time.
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Executive Summary
The convenience market is rife with opportunities to exploit
• Manufacturers can target the busiest consumers with time-saving products.
There will always be a market here as consumers feel increasingly time
scarce.
• Easy-to-use products with added health benefits are a key opportunity to
exploit in order to target the needs of the growing older populations.
• Family-friendly convenient products, including fast meal time options and
snacks that suit every family member, will be a prime opportunity as modern
family structures become more common across society.
• Young Professionals can be targeted with more premium, indulgent products
as their low level financial commitments allow them higher disposable incomes
and the opportunity to trade-up to such products.
• Further opportunities exist to target stressed consumers with ready-to-eat
snacks and comfort foods that will offer them escapism.
• Meal skipping and fragmenting meal times are becoming increasingly common,
as such, manufacturers can target convenient alternatives in place of
traditional meals.
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As would be expected, the Youth Population, comprising those aged from 0-15 years have the most leisure
hours in a day. However, this does not mean that they do not seek out convenience. 13.6% of consumption by
the Youth Population is motivated by the Busy Lives trend, this is owing to the high number of activities
squeezed into a child’s day. The emersion of the ‘over-scheduled’ child is a growing concept whereby children
are engaging in more than 20 hours of scheduled activities a week, on top of school time. As such, parental
convenience comes into play, whereby parents purchase convenient products that offer their children nutritious
food for their consumption.
Both young and Mature Professionals are the most time restricted, owing to this they are increasingly likely to
search out convenient products for both snacking and meal times in order to grant themselves more leisure
time to spend on their more favorable activities.
Despite professionals being the most time restricted, all consumers have a need to
seek out convenient products
12%
34%
26%
16%
12%
Young Professionals
13%
33%
27%
15%
12%
Mature Professionals
10%
24%
26%
15%
25%
Older Consumers
100%
Youth Population
Volume consumption by age group and leisure time:
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Delayed responsibilities mean that consumers’ require differing convenient
products dependent on their life-stage
Consumers globally are delaying responsibilities such as
marriage and children until later in life. This leads to
differentiation in the type of convenient products that
consumers demand at different stages in their lives.
In the UK for example, figures from the Office for
National Statistics show that 20% of women now reach
the age of 45 without having children – twice the
proportion among the previous generation, born in 1945.
Convenient family pack sizes in the UK would previously
have been aimed at consumers in their early 20s, now
consumers are getting married and starting families later
in life, the targeting of family convenience products
needs to be aimed at those in their 30s.
This also highlights the evolving convenience needs
among Young Professionals. As more consumers are
living alone, co-habiting with partners but without
children, or living with friends, smaller pack sizes and
food that can be eaten while on-the-go become
increasingly important. Often consumers lack the
motivation to spend time cooking just for themselves,
hence consumers seek out high quality, convenient,
nutritious meal time solutions.
1985
F: 25.8
M: 29.6
2010
F: 29.7
M: 31.2
1981
F: 23.0
M: 25.4
2009
F: 31.8
M: 33.2
1990
F: 26.1
M: 28.9
2011
F: 31.7
M: 34.1
1980
F: 23.3
M: 25.2
2009
F: 26.9
M: 28.8
Source: Knoema, Gender Statistics, 2014
Average age of marriage for females (F) and
males (M) in the US, Germany, Japan, and the UK
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Case Study: Targeting meal times
Batter Blaster
This is an American product that
can be dispensed instantly into
a frying pan to create pancakes.
The product offers the home
cooked feel without any
preparation required and has a
long, ambient shelf life. The
product is ideally positioned in
place of a traditional, scratch
cooked breakfast.
Smucker’s Uncrustables
Smucker’s Uncrustables are
packaged peanut butter and jelly
sandwiches. The products are
premade, sealed sandwiches
that are designed to go straight
into a lunch box or bag, without
the need for separate ingredients
and preparing the sandwich prior
to consumption. They are clearly
positioned to target the lunch
time occasion or to be consumed
as snacks throughout the day.
Eggology
Eggology On-The-Go is a
microwavable scrambled egg in
a pot that it can be eaten out of.
The product is Kosher, Organic,
and made from 100% egg
whites. It is successful owing to
its versatile use as a relatively
healthy breakfast or lunch option.
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Consumers want convenient products in place of traditional meals
As meal times become progressively more fragmented, consumers are
looking for convenient meal time solutions and snacks in order to sustain
them and provide their necessary nutritional intake. Manufacturers need to
capitalize on this and create easy solutions for consumers.
Breakfast and lunch are commonly skipped in place of grazing on smaller
portions of food throughout the day. Manufacturers can target this from two
perspectives, firstly they can produce nutritional, filling, tasty, and easy to eat
snacks that can be consumed at any point during the day. Secondly,
manufacturers can provide consumers with a convenient product targeted in
place of a traditional meal-time; this includes innovations into on-the-go
breakfast products and interesting lunching items to attract consumers away
from traditional snacking items.
Convenience at the dinner table is also key. Manufacturers need to provide
more experimental evening meal solutions which are convenient to prepare
and serve. These will be attractive to consumers whose palettes and tastes
are becoming more diverse as they are exposed to increasing numbers of
global cuisines. Consumers are not necessarily skilled enough to produce the
meals themselves from scratch, nor are they willing to invest the time, hence
their need for convenient solutions. In terms of socializing in the home,
increasingly consumers are sharing premium snacks and drinks rather than
sharing in a meal-time. This provides an opportunity for manufacturers to
produce sharing size packs and exclusive editions of popular snacking
products that lend themselves to sharing.
Best Practice:
Sharaku – Japanese Food At
Home is a meal kit to bring
sushi preparation into the
home. The product successfully
appeals to consumers looking
to conveniently experiment with
new cuisines. The packaging is
designed to look like that of an
authentic Japanese outlet,
hence further affirming the
quality of the product.
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Summary Methodology
This report is comprised of two data research programs
MARKET DATA
• Method: analyst triangulation of
consensus numbers based upon
comprehensive primary and desk
research as part of an international
research programme.
• Coverage:
• 50 Countries
• 8 channels
• Value and Volume data
• Internationally comparable data
• 100% standardized definitions
CONSUMER DATA
• Method: extensive consumption surveys
and consumer group tracking with strict
age and gender quotas to ensure
nationally-representative results.
• Coverage:
• 10 Countries
• 20 Consumer Trends
• 26 Consumer Groups
• Integrated market sizing at the
country and category level
• Interim 2013 Consumer data
generated by mapping 2013 Market
size data onto 2012 Consumer data
consumption values
Details on the methodology for both of these research programs can be found in the Appendix.
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