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The UK Snacking On-the-go Shopper Missions 2011 SAMPLE EXTRACT The on-the-go food and drink market. Essential insight

into shopper motivations and behaviours.

Evolution Insights Ltd Prospect House

32 Sovereign Street Leeds

LS1 4BJ Tel: 0113 389 1038

http://www.evolution-insights.com

Evolution Insights: Shopper Insight Series

Disclaimer


Please note No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written consent of Evolution Insights Ltd. The content of this report is based on information gathered in good faith from both primary and secondary sources and is believed to be correct at the time of publication. Evolution Insights can however provide no guarantee regarding the accuracy of this content and therefore accepts no liability whatsoever for any actions taken that subsequently prove incorrect. © Evolution Insights Ltd 2011

• Evolution offer a broad range of products & services for cl ients in the field of shopper marketing:-

• Research led consultancy

– Tailored research, analysis and insight for retailers, manufacturers and agencies.

– Our consultants bring a wealth of experience having worked with FMCGs, retailers and agencies on a diversity of shopper marketing projects.

– These projects range from providing focused answers to specific questions to co-ordinating large-scale multi-discipline shopper marketing programmes.

• Off the shelf insight reports

– Shopper Insight Series - In depth research, analysis and insight into shopper motivations and behaviours in store.

– Strategic Insight Series - Strategic trends facing manufacturers and retailers in the field of shopper marketing.

– Global Insight Series - Commentary and insight in relation to specific growth areas, innovations and trends from abroad.

Evolution is a research led consultancy specialising in shopper marketing.

We deliver original research, analysis and insight into shopper motivations and behaviour for manufacturers, retailers and agencies.

Further information is available at our website http://www.evolution-insights.com

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About Evolution Insights

3

We use a range of research methodologies to discover genuine insights. Our research incorporates a broad spectrum of robust qualitative and quantitative research techniques.

Our insights help clients understand and influence shopper motivations and behaviour in store, enabling them to drive improved performance.

Our outlook also extends beyond shopper insights – we balance shopper research with the latest in industry perspectives.

www.evolution-insights.com

Contents


Figures and graphs 6

Key findings and executive summary 10 Year-on-year changes 14

The on-the-go shopper missions: definition 15 Shopper missions 16 The on-the-go shopper missions 17 Channels 18 A framework for behaviour 29 A framework for behaviour – the shopper context 20 A framework for behaviour – the mission context 21

The snacking on-the-go shopper mission: at a glance 22 The market 23 Penetration 24 Penetration 25 Eating pattern 26 Snacking pattern 27 Weekly profile 28 Barriers to purchase 29 Sharing and treating 30 Treating 31 Treating 32

The snacking on-the-go shopper mission: key characteristics 33 Penetration 34 Frequency 35 Frequency 36 General attitudes 37 Health and wellbeing 38 Health and wellbeing 39 Need states 40 Need states 41 Retailer and format development 42

Retailer share of most recent visit 43 Retailer share of most recent visit 44 Channel share of most recent visit 45 Channel share of most recent visit 46 Product innovation 47 Categories shopped 48 Categories shopped by channel 49 Categories shopped by demographics 50 Crisps shoppers 51 Chocolate bar shoppers 52 Spend 53 Spend 54 Spend 55 Spend 56

The snacking on-the-go shopper mission: shopper context 57 Modality 58 Modality 59 Modality 60

The snacking on-the-go shopper mission: mission context 61 Circumstances 62 Circumstances 63 Circumstances 64 Circumstances 65

The snacking on-the-go shopper mission: shopper motivations and behaviours

66

Investment in brand 67 Drivers of item choice 68 Drivers of item choice 69 Purchase and consumption 70 Purchase and consumption 71

Other items considered 72 Other items considered 73

Contents


Barriers to purchase 74

The snacking on-the-go shopper mission: cost and calories 75 Comparing cost and calories 76 Cost 77 Calories 78 Calories 79

The on-the-go shopper mission: retailer propositions 80 Tesco 81 Asda 82 Sainsbury’s 83

Morrisons 84

Marks and Spencer 85 The Co-operative 86 Greggs 87 Boots 88 Wilkinson and WHSmiths 89 Subway 90 Pret a Manger 91 Starbucks 92 Costa coffee 93 Caffé Nero 94 McDonalds 95 Burger King 96 KFC 97

Methodology 98 Framework 99 Quantitative survey 100 In street questionnaire 101

Glossary 102

Figures and graphs


Figures and graphs


Page Type Title

24 Graph Penetration of regular on-the-go shoppers 24 Graph Penetration of shoppers who do on-the-go shops regularly, by demographic 25 Graph Penetration of the different on-the-go shopper missions as a proportion of the UK population 25 Graph Penetration of shoppers who regularly buy snacks on-the-go, by demographics 26 Graph Percentage of people who typically eat each meal occasion each day 26 Graph Overall daily modality of meals (which combination of need states do people fulfi l each day) 27 Graph Profile of eating pattern, Snacks 27 Graph Frequency of snacking on-the-go shops (number of times a week 27 Graph Penetration of snacking on-the-go mission by amount spent 28 Graph Penetration of meals eaten on-the-go throughout the week 29 Graph Barriers to purchase by time of day 29 Graph Barriers to purchase by mission 31 Graph Treating and sharing behaviour 32 Graph Penetration of those who agree to ‘I only bought products for my own consumption’ by demographic 32 Graph Penetration of those who agree to ‘I bought a product(s) with the intention of sharing with friends/colleagues’ by demographic 32 Graph Penetration of those who agree to ‘I bought a product(s) that friends/colleagues had requested’ by demographic 32 Graph Penetration of those who agree to ‘I bought a product(s) as a treat for friends/colleagues’ by demographic 34 Graph Penetration of UK population who snack on-the-go at least once a week 34 Graph Penetration of UK population who snack on-the-go at least once a week, by demographics 35 Graph Penetration of snacking on-the-go shoppers by frequency 35 Graph Penetration of snacking on-the-go occasions throughout the week 36 Graph Penetration of snacking on-the-go shoppers who snack on average once a week, by demographic 36 Graph Penetration of snacking on-the-go shoppers who snack on average three or more times a week, by demographic 37 Graph Snacking on-the-go shoppers’ general attitudes 38 Graph Penetration of those who agree to ‘I consider calories /nutritional content of snacks’ by demographic 38 Graph Penetration of those who agree to ‘I try and limit the amount I snack due to health concerns’ by demographic 39 Graph Items bought by those who agree to ‘I consider calories /nutritional content of snacks’

39 Graph Items bought by those who agree to ‘I try and limit the amount I snack due to health concerns’ 40 Graph Penetration of those who agree to ‘I snack because of boredom’ by demographic

40 Graph Penetration of those who agree to ‘I snack because it makes me feel good’ by demographic 40 Graph Penetration of those who agree to ‘I snacks to tide me over until my next meal’ by demographic 40 Graph Penetration of those who agree to ‘I snack when I am stressed’ by demographic 41 Graph Penetration of those who agree to ‘I go for a snack as a break from work’ by demographic

Figures and graphs


41 Graph Penetration of those who agree to ‘I buy snacks to share with friends/family/work colleagues’ by demographic 41 Graph Penetration of those who agree to ‘Snacks are a treat’ by demographic 43 Figure Retailer fascia share of last snacking on-the-go shop 44 Figure Retailer fascia share of last snacking on-the-go shop 45 Figure Channel share of last snacking on-the-go shop 46 Graph Penetration of snacking on-the-go shoppers who did their most recent shop in one of the big four retailers by demographic 46 Graph Penetration of snacking on-the-go shoppers who did their most recent shop in a high street retailer by demographic 46 Graph Penetration of snacking on-the-go shoppers who did their most recent shop in a bakery, by demographic 46 Graph Penetration of snacking on-the-go shoppers who did their most recent shop in a fast food restaurant, by demographic 48 Figure Category share of last snacking on-the-go shop 49 Figure Channel share of categories purchased on most recent snacking on-the-go trip 50 Graph Penetration of snacking on-the-go shoppers who bought crisps on their most recent trip, by demographics 50 Graph Penetration of snacking on-the-go shoppers who bought chocolate bar on their most recent trip, by demographics 50 Graph Penetration of snacking on-the-go shoppers who bought sandwiches on their most recent trip, by demographics 50 Graph Penetration of snacking on-the-go shoppers who bought biscuits/cookies on their most recent trip, by demographic 51 Graph Penetration of other items bought by crisps snacking on-the-go shoppers

51 Graph Penetration of other items considered by crisps snacking on-the-go shoppers 52 Graph Penetration of other items bought by chocolate bar snacking on-the-go shoppers 52 Graph Penetration of other items considered by chocolate bar snacking on-the-go shoppers 53 Graph Spend on snacking on-the-go 53 Graph Perceived value for money by amount spent 54 Graph Penetration of snacking on-the-go mission by amount spent

55 Graph Average spend of snacking on-the-go shoppers, by demographic 55 Graph Average spend of snacking on-the-go shoppers by channel 55 Graph I didn’t want to spend more than my budget driver of item choice 56 Graph Average spend on last snacking on-the-go shopping trip by situation 58 Graph Typical behaviour (modality) during snacking on-the-go shop 59 Graph Penetration of snacking on-the-go shoppers who knew exactly what they wanted, including specific brands, on their last trip, by

demographics 60 Graph Penetration of snacking on-the-go shoppers who had a good idea of items they wanted, but spent time to consider their options, by

demographics 62 Graph Profile of snacking on-the-go shoppers’ circumstances on their most recent snacking on-the-go trip 63 Graph Penetration of snacking on-the-go shoppers who were on a leisure day out, by demographics 63 Graph Penetration of snacking on-the-go shoppers who were out shopping for food, by demographics 63 Graph Penetration of snacking on-the-go shoppers who were out shopping for non food, by demographics

Figures and graphs


63 Graph Penetration of snacking on-the-go shoppers who were at work and needed a snack for a break, by demographics 64 Graph Penetration of top three circumstances of snacking on-the-go shoppers one of the big four retailers (e.g. Tesco, Asda) 64 Graph Penetration of top three circumstances of snacking on-the-go shoppers at high street retailer (e.g. Boots, Independent newsagent) 64 Graph Penetration of top three circumstances of snacking on-the-go shoppers at bakery (e.g. Greggs, Subway). 64 Graph Penetration of top three circumstances of snacking on-the-go shoppers at fast food restaurant 65 Figure Penetration of top five categories bought by snacking on-the-go shoppers under various different circumstances

68 Graph Penetration of drivers of item choice for snacking on-the-go shoppers 69 Graph Penetration of the top three reasons for choice of items given by snacking on-the-go shoppers who bought a chocolate bar on thei r most

recent trip 69 Graph Penetration of the top three reasons for choice of items given by snacking on-the-go shoppers who bought crisps on their most recent

trip. 70 Graph Time snacking on-the-go items were bought and eaten 71 Graph Time crisps were bought and eaten 71 Graph Time chocolate bars were bought and eaten

72 Graph Penetration of snacking on-the-go who considered other items, whilst buying items to snack on 72 Graph Other items considered by demographic 73 Figure Penetration of items considered but not bought on last snacking on-the-go shop 74 Graph Why items which were considered were not purchased 76 Graph Comparison of budget and calories and nutrition as barriers to item purchase 79 Graph Penetration of calorie content/nutrition as a driver of item choice 79 Graph Proportion of shoppers who would consider the following categories to be either healthy or very healthy.

Year-on-year changes

This report is a continuation from the UK On-the-Go Shopper Missions 2010. As such, we compare the results from this year with those from last year in order to gain insight into any changes in the thoughts and actions of on-the-go shoppers in the UK.

Changes from last years results are depicted in the form of arrows shown below:


26% The number indicates the percentage change from last year.

The arrow shows if the change from last year has increased or decreased.

If no change is shown, there is no significant difference from last year.

The on-the-go shopper missions:

definition


Shopper Missions

On-the-go

For consumption that day outside

of the homey, for example

lunch while out or takeaways

Top-up

Often reactive based on

particular need(s) between the main shop

Main trolley

Main household shops, usually

planned covering most

categories. Often at weekend

Stock-up

Planned, infrequent and

often high volume.

Typically once a month

• Retailers and manufacturers are increasingly targeting consumers as shoppers on specific missions in-store, tailoring their marketing accordingly.

• In-store layout, merchandising at the fixture and off-shelf displays are just some examples of shopper marketing initiatives that can be tailored towards different shopper missions.

• The on-the-go mission is one of four broad themes. Defined as buying any food and/or drink for consumption that day on-the-go i.e. outside the home, it excludes buying cigarettes or tobacco but does include dining in fast food restaurants. Both fast food restaurants and coffee shops have been added to this years research as we feel it is important to include these channels when considering food and drink on-the-go.

• Since all shoppers are different, these themes offer a broad framework. We find that some shoppers for example conduct only top-up missions, never actually going on a main trolley or stock-up trip.

• At Evolution we also choose not to define missions according to number of categories shopped since our research suggests this is restrictive.

Shopper missions capture the purpose of the shopping trip. By their nature missions are complex and numerous, but can be broadly categorised according to four key themes.

Targeting consumers as shoppers on specific missions, rather than by product can offer superior returns for retailers and manufacturers.

The on-the-go shopper missions: definition - shopper missions


The four different categories of shopper missions

Source: Evolution Insights

• At Evolution we define four different on-the-go shopper missions, relating to the different meals of the day and snacking between these meals.

• These meals are not restricted to the items bought or the time that food is eaten but it is the resolution of the need st ates of a shopper. It is therefore possible for items traditionally seen as snacking to form the whole part of a meal solution to some people at some time and indeed a sandwich may not ne cessarily be a meal solution but a snack to tide a shopper over until their next meal.

• A lunch on-the-go mission is a trip to purchase food and/or drink from a store for consumption that day outside the home. It excludes buying cigarettes or tobacco, and dining in restaurants. It does however include items purchased at a store for immediate consumption back in the workplace.

• A snacking on-the-go mission is a trip to a store to purchase food and/or drink for immediate consumption outside the home, between meal times.

Evolution defines the on-the-go missions as “buying any food and/or drink for consumption that day on-the-go, i.e. outside the home”. This does include dining in fast food restaurants but for evening meals on-the-go items can be bought and taken home to be eaten.

The on-the-go shopper missions: definition – the on-the-go shopper

missions


The four different on-the-go shopper missions


The On-the-go Shopper Missions

Breakfast

Food and/or drink for breakfast,

outs ide the home.

Lunchtime

Food and/or drink bought for lunch

outs ide the home. This includes items

purchased for immediate

consumption back at the workplace

Evening meal

Food and/or drink bought for dinner outs ide the home.

Snacking

Food and/or drink between meal

times outside the home.

Consumer habits are constantly changing due to the economic climate. People are facing increased financial and time pressures as well as undergoing a faster pace of life and a poorer work life balance. With consumers working longer hours than before they don’t have time to spend preparing nutritious meals themselves each day.

These factors have helped to drive the food on-the-go market in general, as consumers are needing convenient food which fits in around their busy lifestyle. Consumers are actively looking for food which they can eat on-the-go and which will keep them fuller for longer whilst they are busy at work.

In a similar vein, the trend for all day grazing has also become more prominent. Busy workers don’t have time to stop and eat a full meal during their working day, so will instead resort to generally snacking throughout the day on smaller items to tide them over until a bigger meal in the evening. The improved quality and vast array of snacks on offer has encouraged the use of snacks as a meal replacement, which is especially prominent for lunch. Companies such as Graze are aware of this growing trend and deliver a box of healthy snacks designed for such grazing behaviour to both home and work addresses.

Snacking on-the-go is ever increasing as in the current economic climate, food is seen as an affordable treat which can be used to brighten up the working day. 2 in 3 adults snack whilst on-the-go leading to 6.4 billion on-the-go snacking occasions annually for adults. This dedication to snacking is demonstrated further by the 3.3 million 16-24 year olds buy themselves treats even when they are saving.

Take-aways and evening meals brought home are becoming ever more popular with consumers, as family nights in are replacing big nights out in a bid to save money. These are more popular on Fridays and Saturdays as these are traditionally treat evenings at the end of the working week.

The economic climate and the increase in busy lifestyles is driving the on-the-go market, as consumers have less time to prepare food or sit and eat it as a meal.

The snacking on-the-go shopper missions: at a glance – the market


Source: Graze

• 67.4% of people, including children aged 13+, regularly do any on-the-go shop (at least once a week). This demonstrates a 9.8% growth from last year.

• Analysis of the penetration of shoppers who do regularly shop on-the-go for any mission, by demographics, highlights that most groups regularly shop on the go, apart from the over 65s. However this 33.1% is important as the 65+ age group is the largest age group in the sample.

• There has been a small reduction from last year in the number of teenagers regularly shopping for any food or drink on-the-go.

• Evolution’s research includes shoppers aged 13-17 in addition to adults, helping to highlight the significant market for snacking on-the-go amongst teenagers. Almost 60.0% of all 13-17 year olds asked said they shop on-the-go regularly.

67.4

32.6

0

10

20

30

40

50

60

70

80

90

Yes No

%

The snacking on-the-go shopper missions: at a glance – penetration


Penetration of regular on-the-go shoppers

Penetration of shoppers who do on-the-go shops regularly, by demographic

The on-the-go market is now driven by all age groups, apart from the over 65 year olds.

68.0 66.9 59.7

69.1 74.5 74.7 71.2 65.9

33.1

73.2 78.6 66.3 67.4 62.2

0

20

40

60

80

100

Male Female 13-17 18-24 25-34 35-44 45-54 55-64 65+ AB C1 C2 D E

%

Evolution finds that 67.4% of the UK population, including children aged 13+, shop for any food and drink on-the-go at least once a week. This demonstrates a slight increase of 9.8% from last year.

Responses to the question: ‘Do you buy food and drink on-the-go regularly, i.e. at least once a week?’ Base = UK adults and children aged 13+, n=2,454

9.8%

The snacking on-the-go shopper mission: key characteristics – retailer share of most recent visit


Here we depict the snacking on-the-go market. The size of each logo is representative of the market share held by that retailer.

Retailer fascia share of last snacking on-the-go shop

• Boots is a high street fascia of Alliance Boots with a network of health and beauty stores across the UK. It has a major on-the-go proposition targeting the office lunchtime market. In line with Boots’ overall shopper profile its typical on-the-go customer has a significant female skew. Boots is well known for its healthier and weight loss ranges of on-the-go products such as its Shapers sub-brand which are developed within controlled nutritional criteria that minimises fat and salt content .

• In addition to their Shapers range, there are two additional Boots food ranges. Boots Delicious is a range of everyday contemporary classics embraces the same quality, taste and healthy eating values as our Shapers meals, but delivers a ‘bigger eat. Boots has also developed a diabetic food range that offers an occasional tasty treat but with the assurance of no added sugar

• While Boots stores vary considerably in size, most have a reasonable on-the-go proposition, with large city centre stores competing with the best on lunchtime product choice. The retailer’s range of sandwiches is vast and caters well for all tastes. In larger outlets ranges are segmented clearly with healthier ranges usually merchandised together.

• Boots offers a popular meal deal which comprises a sandwich or salad, drink and a snack (including confectionery as well as crisps) for £2.99 (£3.50 in London). Him! Research & Consulting found that one in four shoppers said that the Boots meal deal was the number one reason for choosing Boots for their food-to-go purchases, creating a big challenge for the on-trade. Major strengths of the Boots meal deal are its simplicity and clear signage.

• Boots’ wider snacking offers includes crisps, drinks and confectionery. Ranges have a higher mix of healthier products than most main competitors.

The on-the-go shopper missions: retailer propositions – Boots


Boots’ popular meal deal proposition

Typical on-the-go fixture


Boots’ Shapers range offers healthy on-the-go items

Source: Boots


An example of Boots’ £2.99 meal deal

Source: Boots

Methodology

18 www.evolution-insights.com

Secondary and desk research

Preliminary quantitative survey

Store visits Main quantitative survey

Focus groups Insights

• Evolution carried out a preliminary survey of 100 shoppers , to test questions for the main survey.

• Detailed store visits were completed, to facilitate commentary regarding retailer on-the-go propositions.

• Initial insights gained were used to help further design the main survey.

• The main survey was completed by 2,454 on-the-go shoppers who regularly do on-the-go shops at retail outlets.

• Four focus groups were carried out to further explore interesting findings relating to the accompanied shops and main quantitative survey, one involving teenagers and the others adults.

• Comprehensive and detailed assessment of all the data received was then used to discover insights.

• Throughout this process, primary research was supported by secondary research drawing on Evolution’s proprietary databases, national statistics, news and industry resources.

• Evolution’s consultants also maintain close relationships with industry figures across retailers and manufacturers.

Methodology: framework



Evolution’s methodology

1. Do you buy food or drink ‘on-the-go’ regularly i.e. usually at least once a week? 2. Thinking about the above definitions, do you eat any of the following 'on-the-go' at least

once a week? 3. Typically, which of the following do you eat each day? Please think about all meals/snacks,

including eating at home - not just 'on-the-go' eating. Please tick all that apply 4. How often do you typically buy lunch on-the-go? 5. Thinking about last week when and where did you buy lunch on-the-go? 6. Now, thinking of the last time you bought lunch-on-the-go where did you do this ‘on-the-go’

shop? 7. Which of the following influenced your choice of retailer or food service outlet when

shopping for lunch on-the-go? (tick all those that apply) 8. What did you buy on that trip that was for lunch on-the-go? Please only think about the

items you bought for lunch on-the-go and not any other items you may have purchased at the same time (for consumption as another meal or as a snack) (tick all those that apply)

9. How much did you spend in total on items for lunch on-the-go? Please only think about the items you bought for lunch on-the-go and not any other items you may have purchased at the same time. (tick only one)

10.Did you consider this to be good value? 11.Which of the following were reasons for your choice of items? Please only think about the

items you bought for lunch on-the-go and not any other items you may have purchased at the same time. (tick all those that apply)

12.Did you consider any other items that you didn't buy? Please only think about the items you considered buying for lunch on-the-go, although this includes items considered before entering the store as well as whilst in the store (tick all those that apply)

13.Why did you not buy these items? (tick only one) 14.For this most recent lunch on-the-go shop, how would you best describe your

circumstances? (tick only one) 15.Which of the following best describes this last lunch on-the-go trip? (tick only one) 16.Did you bring any other food in with you from home to be consumed as lunch? 17.Thinking about when you buy lunch on-the-go in general, please consider the following

statements. (tick all that apply) 18.Please consider the following statements relating to purchases of food & drink products

throughout the day that may not be just for your own consumption. Please just think about the past 7 days. Tick all that apply

• Detailed shopper insights were gained from a survey of 2,454 on-the-go shoppers who regularly do on-the-go shops (at least once a week). The samples were fully representative of the UK population including teenagers aged 13-17. Those respondents who do not do on-the-go shops regularly were not included in the sample, but the proportion of those was captured.

• The survey contained 18 questions relating to lunchtime on-the-go shopping in addition to those required for full socio-demographic profiling.

• The questions were designed to give maximum insight into shoppers behaviour during their most recent on-the-go shop. Additional questions were asked to give further insights into general behaviour and attitudes into on-the-go shopping.

• The questions are listed opposite. Each question had preselected possible answers (plus; Other, please specify) that were re coded following the surveys completion.

• The survey was undertaken by PCP Market Research Consultants on behalf of Evolution Insights. PCP is a company partner of the MRS and is therefore bound by the MRS code of conduct.

• The survey was carried out online during the week commencing 26th September 2011

Methodology: quantitative survey



1. Have you bought any anything for consumption outside of the home today?

2. Have you eaten breakfast at home today?

3. What was the reason for any of the food items you have purchased today?

4. What time did you buy these items?

5. Did you consider any other products which you didn’t buy?

6. What time did you consider these?

7. Why didn’t you buy this/these?

8. If you have brought any food in with you from home to day, what was the reason for this?

9. What time did you eat or will you eat the items you have?

10. If you have bought any of these items not to eat straight away, why is this?

11. If you have bought any of these items not to eat straight away, why is this?

12. If you bought anything for evening meal where do you intend to consume it?

• Field research consisted of 2 days of exit surveys at various locations around the UK. Research was conducted during September 2011

• A total of 806 people were questioned as to their out of home breakfast

• Respondents were questioned about breakfast purchases made that day and any items they had brought in from home, for consumption out of the home

• Surveys were conducted between the hours of 9am and 5pm.

• The questions are listed opposite. Each question had preselected possible answers (plus; Other, please specify) that were re coded following the surveys completion.

Methodology: In street questionnaire



Glossary

22 www.evolution-insights.com

Glossary


ABC1C2DE – Socio demographic profile using job type (if applicable). Above the line (ATL) – Advertising using the main 5 media types of television, press, radio, cinema, and posters to promote brands. Barker – small POS material found at the fixture Below the line (BTL) – Advertising using non-media communication. Typically sales promotions as short-term incentives, largely aimed at consumers in-store. Big Four – The largest four grocer retailers in the UK by market share. BOGOF – Buy one get one free. Breakfast on-the-go - Food and/or drink at breakfast time, outside the home. Category driver – key influences driving the growth of any given category Category penetration – The proportion of shoppers within a given segment, who purchase a category within a stated period. Channel – Reta il distribution type for example supermarket, c-store, CTN Circumstances – The ci rcumstances of the shopper when they undertake their shop Consumption mindset – The mindset of the shopper relating to the actual consumption of the products they are considering purchasing. Count-lines – A product sold in singles, displayed in a box containing multiple i tems. C-store – A convenience s tore format, typically less than 3,000 sq ft in size with longer opening hours and more limited range of products. Evolution include multiple c-s tores, the Co-Op, symbol groups and independents within c-stores. CTN – Confectionery, Tobacconist and Newsagent Debit credit – Shopper mind-set relating to offsetting / justifying indulgence with hea lth Demographic – Characteristics of the population (including sex, race, age and income). Digital media – digital marketing medium for example social media, mobile, digital s ignage. EDLP – Everyday low prices. Evening meal on-the-go - Food and/or drink at dinner time outside the home. FMCG – Fas t moving consumer goods, often used to refer to a manufacturer. Food and grocery - Foodstuffs and various household supplies Food to go – see on-the-go Forecourt – Petrol fi lling s tation store Gondola end - The promotional position at the end of a main aisle.

Impulse – A sudden wish or urge that prompts an unplanned act or feeling. Indulgence – Products that the shopper feels are either of greater luxury or ca lorific content than would normally be purchased. Lunchtime on-the-go - Food and/or drink at lunchtime outside the home. This includes i tems purchased for immediate consumption back at the workplace

Main shop shopper mission - Main household shops, usually planned covering most categories. Often at weekend.

Mental budget - An often subconscious budget most shoppers possess before and during a shopping trip, which influences overall and individual i tem spend. Mid cap – A promotional position in the middle of a main aisle, usually identified by a different use of shelving.

Mission context – Drivers of mission that influence e.g. ci rcumstances, s tore choice Modality – The way a shopper behaves in-store Multi-buy – A promotional activi ty that requires purchasing of more than one product. Multiple c-stores – A convenience s tore format of one of the Big Four retailers. NPD – New product development

Off shelf display - Promotional activi ty of a product not at the main fixture. On-the-go – Buying any food and/or drink for immediate consumption, i .e. outside the

home PFS – Petrol filling station POP – Point of purchase

POS Material– Marketing communications at the point of sale. Purpose – The reason for the shopping mission.

Revenue – Tota l reported turnover (excluding VAT). SEL stripping – shelf edge label Shopper context – Profi le of shopper e.g. modality, s ituational, traits, demographic.

Shopper marketing – Any marketing activity a imed at the shopper throughout their path to purchase.

Shopper mission – the reason/purpose of the shopping trip from the shopper’s perspective. Snacking on-the-go - Food and/or drink between meal times outside the home.

Socio-demographic - Characteristics of the population (including sex, race, age and income).

Stock up mission - Planned, infrequent and typically high volume. Typically once a month. Store penetration - The proportion of shoppers within a given segment, visiting a

store within a stated period Supermarkets– A reta i l store stocking food and grocery. Stores range from small

supermarkets (for example Lidl, Iceland), to large supermarkets (also known as superstores for example Tesco, Morrisons). Supermarkets exclude c-stores formats. Superstore - A very large supermarket that s tocks highly diversified merchandise,

including groceries and non food items. Symbol group stores – Independently owned s tores under a common branded fascia,

as a member of a larger organisation. For example SPAR, Budgens and Londis. Top-up - A shopping mission to buy food and grocery for the home in between the main household shop. It excludes food and drink on-the-go, newsagent products and

takeaways.

Contact us

Evolution Insights Ltd

Prospect House 32 Sovereign Street

Leeds LS1 4BJ

Telephone: 0113 336 6035

e-mail: [email protected]

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