Date post: | 18-Nov-2014 |
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Education |
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Refocusing on home Impact on the way “they save money”
A wise budgeting◦ The value for money = the main criteria◦ Consumers = masters of their own choice◦ But, the need to have an experience without caring about
budget
A healthy behaviour◦ Expectations of information and transparency from the
companies◦ Convenience and Home-made like
Food and non-alcoholic drinks = The fourth largest expenditure category in budget◦ An increase on households spending, except in 2009
Employment◦ 16 million of men and 13.6 million of women,◦ Professional : 2.2% among all occupations for men and
1.6% for women◦ 48 hours /week at work --> impact on food consumption
Source MINTEL
Individuality◦ More and more people are living alone◦ Individual choices
Leisure and entertainment activities◦ Watching TV was the most common leisure activity◦ Watching TV and spending time with friends : a social
and popular leisure◦ Internet : a powerful tool for consumer
5,903,710 people 72,4% customers whose buying Breakfast
Cereals buy RTE Cereals.
“I am prepared to pay more for foods that don't contain artificial additives”
“I consider my diet to be very healthy”
“I always check the nutritional content of food”
Source MINTEL
Market evolution◦ Health as the key driver◦ Impact of ready to eat cold oat-based cereals◦ Big brands and big media budgets◦ Raising frequency of usage.
The brand◦ top reason why consumers purchase breakfast cereals
Women◦ more likely to be motivated to purchase by factors relating to
health.
Notable opportunity lies in developing the organic cereal sector.
Breakfast cereals◦ most likely to be consumed during the week◦ less time to dedicate to preparing breakfast◦ a bowl of cereal is a convenient◦ easy to prepare breakfast food
15% of consumers eat breakfast as a snack
Source MINTEL
Source MINTEL
Core target◦ Professional Women 25 – 35 Look for Organic food Low fat food
Main target◦ Professional Men + Women 24 – 45 Look for convenience Healthy Less time to eat