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Eating Habits: Sacrificing Quality for Convenience? - Pan-European Overview
Market Report, June 2006, 535  €


Description

About this reportEuropean Consumer Goods Intelligence is a unique series of fmcg market research reports, written by industry experts and incorporating exclusive insight into consumer activity and market trends.They are designed to guarantee that every stage of your advertising, marketing or new product development process is focused towards genuine demand and real opportunity.By the end of 2003, over 35 fmcg sector titles will be available, ranging from 'Beer' and 'Snack Foods' to 'Haircare' and 'Fabric Care'.
Every title includes five, market-specific reports, investigating that sector in France, Germany, Italy, Spain and the UK.Each report contains comprehensive analysis into:Market sizes Market trends Leading manufacturers Consumer trends Sales forecasts This unique level of coverage ensure that your R&D, category management and marketing teams have both an holistic understanding of the sector and a valuable insight into local sector trends and consumer habits.
This research is relevant at any level of the decision making process, whether it be the initial developmental stages or the later brand building exercises.Should you wish to order more than one market report, please call the above number to discuss potential multiple-purchase discounts.

Sommaire
 
Contents
Introduction

Definitions
Consumer research
Executive Summary
France
Ownership of microwaves and freezers increases
French most resistant to new products
Quality Target Groups
Long term growth, short term decline
Healthy options show highest growth
Added value?
Can cook, but won’t cook?
Hypermarkets and supermarkets dominate
Two multinationals dominate
Convenience is here to stay
Germany
Continuous favourable trends drive the market
Germans not the keenest to try new products, but becoming more adventurous
Frozen foods have seen largest increase in consumer penetration
Germans less willing to pay more for quality than other Europeans
Low-fat products lead for NPD
Convenience sales up 10% over 2002
Chilled ready meals and other chilled lines doing very well
Discounters strong in several sectors, but may be peaking
Weight Watchers the new shooting star for chilled ready meals
Growth expected to continue
Italy
Changing lifestyles help sales of convenience food
Informal eating habits vs the hedonistic image of food
New product launches
Convenience foods still growing
Ready meals are driving the convenience sector
Organised distribution has potential to increase sales
Multinational companies dominate the scene
Legislation can advantage multinational manufacturers
Spain
Changing lifestyles drive demand for convenience foods
Conservative attitudes towards new foods
Low penetration…
…but growing
Spaniards less inclined to pay more for convenience foods…
…but more inclined to pay more for higher quality food
Target Groups
Consumers increasingly looking for quality
Convenience foods still experiencing growth
Grocery multiples offer convenience in shopping and food choice
Nestlé is the leading multinational; Findus enters ready meals
UK
Lifestyle factors influence demand for convenience foods
Convenience should not be at the expense of healthy eating
Britons are receptive to NPD
Over one third of Britons are “Speedy Chefs”
High usage of convenience foods…
…and high levels of NPD to match
Just under one in ten new launches claim to be ‘premium’
‘Gourmet’ cooking preferable to everyday meal provision
Convenience foods outpace food sales generally
Grocery multiples and M&S are particularly active in convenience NPD
Market is highly own-label led
Suppliers must take the lead in encouraging consumers to look for higher quality
Market Drivers
Ageing population has more time to cook…
Figure 1: Total population, by age, by country, 2005
…while growing numbers of working consumers have reduced time for cooking
Figure 2: Total in employment, by country, 2000-05
Expanding consumer expenditure helps sales of convenient food
Figure 3: Consumer expenditure, at current prices, by country, 2000-05
Smaller household sizes shape portion sizes and packaging
Figure 4: Number of households, by size, by country, 2005
Ownership of household appliances: microwaveble is a key convenience benefit
Figure 5: Ownership of household appliances, by country, 2005
The Consumer – Use of Convenience Foods

Pan-European overview of convenience foods use
Britons and Germans choose convenience
Figure 6: Use of selected convenience and primary foods by country, 2005
Attitudes Towards Convenience and Quality
French like cooking from scratch
Figure 7: Attitudes towards cooking and meal occasions, by country, 2005
Food safety and quality are the priorities for Spaniards
Figure 8: Attitudes towards food quality, by country, 2005
Quality Target Groups

Quality First
Marketing implications
Premium Time-savers
Marketing implications
Speedy Chefs
Marketing implications
Non-foodies (unenthusiastic)
Marketing implications
European overview
Figure 9: Population by target group, by country, 2005
New Product Development in Convenience Foods
UK leads for convenience NPD
Figure 10: NPD in convenience foods, by country, 2002-05
Prepared meals score high for number of new launches
Figure 11: Top ten categories by number of launches, in descending order, by country, 2005
Microwaveable is a key benefit, but ‘healthy’ claims are popular
Figure 12: Product claims in convenience NPD, France, 2002-05
Food and Drink Expenditure
Figure 13: Consumer expenditure on food and non-alcoholic drinks, by country, 2000-2005
Convenience food
Spain has the fastest growing convenience food market…
Figure 14: Retail value sales of selected convenience foods, by country, 2002-05
Figure 15: Indexed retail value sales of selected convenience foods vs food expenditure*, by country, 2002-05 (2002=100)
…but Germany is the largest
Figure 16: Retail value sales of selected convenience foods, by country, 2002-05*
Figure 17: Retail value sales of selected convenience foods, % share by country, 2005
Prepared salads are gaining share
Figure 18: Top five sectors for retail value sales growth (%) by country, 2002-05
Prospects
France
More growth in microwaves and freezers
Fewer children again
Figure 19: Projections in French population, by age, 2006-10
More one- and two-person households
Back to work for women?
More food scares
Germany
Depressed willingness to spend not universal
Discounters may struggle to put on ground
Modernisation of the kiosk sector on the cards
Declining advertising suggests polarisation
Broader consumer base
Chilled sector to grow
Smaller portions to make further ground
Italy
The challenge of the ageing population
Figure 20: Projections in Italian population, by age, 2006-10
Socio-economic trends support sales of convenience foods…
…but not without quality
Chilled will overtake frozen?
The competitive environment: innovation, own labels and discounters
Immigration offers new market opportunities
Spain
UK
Forecasts
Spain forecast to show fastest growth to 2009
Figure 21: Forecast for retail value sales of selected convenience foods, at current prices, by country, 2005-10
Figure 22: Forecast indexed retail value sales of selected convenience foods, by country, 2005-10
Germany to lose share of the European market
Figure 23: Forecast retail value sales of selected convenience foods, % share by country, 2010
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