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The Home of Food
The Home of Food
Primary Objectives
Methodology
• Understand more about the world of food, across consumer food trends, use of food media and response to food advertising
• Demonstrate that C4 ‘know food’ and are at the vanguard of consumer trends both in terms of programming content and affinity with the lifestyles of the C4 target audience
• Explore the hypothesis that the Channel 4 food environment results in greater levels of engagement with food advertising
• 1,000 Online interviews. Nationally representative sample
• Qualitative groups• In home interviews
The Home of Food
Key Findings
Six typologies emerged that reflect the changing nature of of the food audience
‘Food TV’ works on many levels - it is much more than ‘How to TV’
Trends are understood and interpreted to suit people’s lives
Channel 4 is the food channel - an environment that gets you in the mood for food
Source: Food on 4 Study, TWResearch
The Home of Food Food fulfills different roles at different occasions
About othersAbout me
Outer needs
Inner needs
Glory cooking TheatrePride
Social lubricantSpending time with family and friends
NurturingMothering
FuelingSustenance‘Eat to live’
Source: Food on 4 Study, TWResearch
The Home of Food
Cooking behaviour is very fluid
Food reheating
Component cooking
Add a twist cooking
Partial scratch
Full scratch
Source: Food on 4 Study, TWResearch
The Home of FoodBroad attitudinal typologies are identifiable
About othersAbout me
Outer needs
Inner needs
Glory cooking Social lubricant
NurturingFueling
Convenience
Junkies
Time-pressed Foodies
Nurturing
Foodies
Food LoversAspiring
Chefs
Food Consciou
s
Source: Food on 4 Study, TWResearch
The Home of Food
Convenience Junkies
The Home of Food
Aspiring Chefs
The Home of Food Some of the big trends that emerged…
Health & wellbeing top of mind for all typologies
(Perceived) lack of time impacts all typologies behaviour in different ways
Quality and value of particularly importance
Ethical food gets a mixed response
Premium and indulgent food remains important even in current climate
Source: Food on 4 Study, TWResearch
The Home of Food
28%
32%
42%
53%
65%
68%
77%
85%
89%
92%
Organic
Food Miles
Fair Trade Food
Convenience
Food Waste
British Produce
Healthy Food
Price
Good Value
Quality
Q. Thinking about food, how important are the following factors to you?
Source: Food on 4 Study, Propeller. Base:1,000 respondents
The importance of quality and good value
The Home of Food ‘Organic’ is an overly abused generic
“Freshness and flavour make the extra expense worthwhile”
Aspiring Chef
“There’s no proof it’s better for
you”Nurturing Foodie
• More popular with Aspiring Chefs
• Strongly associated with better quality & fresher food ie. healthier
• Not clear what it means• Higher cost and good
quality alternatives mean that many more cynical as there is no proven functional benefit
• Can be confusing when compared to other “ethical” trends
Source: Food on 4 Study, TWResearch
The Home of Food
Source: Food on 4 Study, TWResearch
The Home of Food British-ness is about pride, quality and good value
Source: Food on 4 Study, TWResearch
The Home of Food ‘Value’ is becoming increasingly important and will change behaviour
Current ‘credit crunch’ clearly increasing price consciousness for all typologies
More evidence of people shopping around for best deals and discounters like Aldi becoming more acceptable
However, consumers are not basing purchasing decisions purely on price
Source: Food on 4 Study, TWResearch
The Home of Food
Lipstick Effectn. During a recession there is a tendency for consumers to purchase small, comforting items such as lipstick rather than large luxury items.“I’ll eat out less
but have nicer food at home”Time-pressed
Foodie
The Home of Food Premium and indulgent food remain important
‘Treat’ food has a role to play
Behaviour here is strongly linked to balance or credit / debit style rationalisation seen with the
health trend
Evidence that people are reallocating resources
Source: Food on 4 Study, TWResearch
The Home of FoodFood ideas come from a wide variety of sources
TV Programme
s
Adverts &Sponsorsh
ips
Sunday Supplemen
ts & Newspaper
s
Food magazines
Websites
Friends & Family
Recipe books
Supermarket offers & deals
Local shops/far
mers markets
Supermarket recipe cards
Travel
Eating out
Source: Food on 4 Study, TWResearch
The Home of Food
Source: Food on 4 Study, TWResearch
The Home of Food
TV programmes are a key influence for all typologies
Source: Food on 4 Study, TWResearch
Recipe books
Friends & Family
Adverts &Sponsorsh
ips
Sunday Supplemen
ts & Newspaper
sFood
magazines
Local shops/far
mers markets
Websites
Eating out
Travel
Supermarket offers & deals
Supermarket recipe cards
TV Programm
es
The Home of Food
4%
12%
13%
17%
21%
24%
24%
25%
31%
32%
52%
53%
Daily Newspapers
Sunday Supps.
Food Magazines
Adverts
Travel
New/Different food products
Supermarket recipe cards
Websites
Eating Out
Food TV Programmes
Friends/Family
Recipe Books
Source: Food on 4 Study, Propeller. Base:1,000 respondents
How much are your food ideas inspired by the following sources?
Top selling recipe books all related to TV Chefs
The Home of Food
26 different food brands spontaneously mentioned
Consumers will tell you they don’t watch adverts…
Source: Food on 4 Study, TWResearch
The Home of Food
They will tell you they are only influenced by factual evidence
“I feel like the more
informative an advert is, the more persuasive
it is”Time-pressed
Foodie
Source: Food on 4 Study, TWResearch
The Home of Food
However, a strong emotional response to certain adverts demonstrates their influence
Source: Food on 4 Study, TWResearch
“With the Tropicana ad… girls at work would come in singing that
song”Convenience
Junkie
The Home of Food
The M&S adverts are a good framework for this
“Its not just a picture, its like, come alive”Convenience
Junkie
Source: Food on 4 Study, TWResearch
The Home of Food
Factual informationTruthfulnessPrice informationShort & to the pointTopical and relevant
Catchy / familiar tuneHumourTempting food shotsSexy voiceUnusual / different
Rational response Emotional response
Creative GuidelinesConsumers ask for…
Source: Food on 4 Study, TWResearch
The Home of FoodHumour and entertainment are the most popular factors for making a food advert appealingThinking of your favourite food TV adverts, what makes them so appealing?
Source Food on 4 Study: Propeller. Base: All respondents (1,000)
8%
10%14%
15%16%17%
20%21%
25%26%
39%
56%79%
0% 20% 40% 60% 80% 100%
Shows a time saving situation
Credible celebrity
Short in length
Tells me about special offers
Tells me where the food comes from
Quality without effort
People eating and enjoying food
Tells a story
Close up of the food
Voice over
The food it advertises
Funny and entertaining
Humour
“I’m going to try making those Mini Yorkshire’s and Beef from the M&S advert”Time-pressed
foodie
The Home of FoodFood TV is much more than ‘How To’ TV
InstructionEntertainment
Inspiration
Source: Food on 4 Study, TWResearch
The Home of Food
Convenience
Junkies
About othersAbout me
Outer needs
Inner needs
Glory cooking Social lubricant
NurturingFueling
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
Five appeals mainly to the Convenience Junkies
Source: Food on 4 Study, TW Research
The Home of Food
About othersAbout me
Outer needs
Inner needs
Glory cooking Social lubricant
NurturingFueling
Time-pressed Foodies
Nurturing
Foodies
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
ITV1 appeals to Nurturing Foodies and Time-pressed Foodies
Source: Food on 4 Study, TW Research
The Home of Food
Food Conscio
us
About othersAbout me
Outer needs
Inner needs
Glory cooking Social lubricant
Fueling
Time-pressed Foodies
Nurturing
Foodies
Food Lovers QuickTime™ and a
TIFF (Uncompressed) decompressorare needed to see this picture.
BBC appeals to a broader range of typologies
Source: Food on 4 Study, TW Research
The Home of Food
Food Conscio
us
Convenience
Junkies
About othersAbout me
Outer needs
Inner needs
Glory cooking Social lubricant
NurturingFueling
Time-pressed Foodies
Nurturing
Foodies
Food LoversAspirin
g Chefs
QuickTime™ and aTIFF (Uncompressed) decompressorare needed to see this picture.
Channel 4 has the broadest affinity across all typologies
Source: Food on 4 Study, TW Research
The Home of Food
Source: Food on 4 Study, TW Research
“Channel 4 is so
foodie… it has three massive chefs ”
Food Lover
The Home of FoodChannel 4 is most closely associated with foodOf the following TV channels, which one do you most strongly associate with food?
13%11%
38%
26%
9%8%
40%
55%
0% 0%0%
10%
20%
30%
40%
50%
60%
BBC1 BBC2 ITV1 Channel 4 Five
All adults ABC1 16-34
Source: Food on 4 Study, Propeller January 2009: Base: All adults (1,000)
The Home of FoodAlthough Channel 4 has wide appeal, it is associated with some more modern and premium brands
Source: Food on 4 Study, TW Research; Propeller January 2009; Base: All adults (1,000)
The Home of FoodWhereas ITV1 is more about reliable, family food
Source: Food on 4 Study, TW Research; Propeller January 2009 Base: All adults (1,000)
The Home of FoodChannel 4 food programmes makes viewers think differently
Source: Food on 4 Study, Propeller. Base: All respondents who watched a C4 food programme. 16-34s (297), 35-54s (462). Q: Which of the following statements apply to any of these food progs?
12%
18%
13%
24%
20%
41%
47%
16%
29%
15%
23%
23%
56%
66%
0% 10%20%30%40%50%60%70%
I changed the way I shop for food afterwatching
I tried a new recipe after watching
I bought some ingredients I 'd never boughtbefore after watching
I tried something new or different afterwatching
The programme(s) made me think aboutchanging something in my own life
The programme(s) made me think aboutfood/cooking in new and different ways
I talked about the programme(s) with otherpeople
16-34
35-54
1 in 4 adults tried something new or different after watching a Channel 4 food
programme
The Home of FoodChannel 4 food programmes inspire change
Source: Food on 4 Study, Ipsos Mori Public Value Survey Dec 08
The Home of FoodSummary
Everyone is a scratch cook to different degrees
Britishness is a useful device to unite and articulate a range of food trends
Cost of food has become a big issue
Food TV is not just for foodies. Food TV reaches everyone
Channel 4 is the home of food
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