The UK On-the-go Shopper Missions 2013 The on-the-go food and drink market.

Essential insight into shopper motivations

and behaviors.

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

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• Evolution offer a range of products & services for clients in the field of shopper research:-

• Off-the-shelf research

– Evolution’s off the shelf research publications deliver affordable insight into shopper motivation and behaviours in UK food, drink and grocery

• Insight Plus

– Insight Plus offers your business the opportunity to engage in any of our regular shopper research projects in advance of publication, tailoring the scope to suit your needs

• Bespoke Consulting

– As publishers of research, we are able to draw upon a wealth of existing proprietary data for consulting projects – helping to better inform and shape any further research requirements.

Evolution is a leading research consultancy specialising in shopper motivation and behaviour. We deliver off-the-shelf, tailored and bespoke research for manufacturers, retailers and agencies.

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

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About Evolution Insights

As a leading publisher of shopper research, we are ideally placed to offer your business actionable shopper insight.

Our research and analysis helps clients develop targeted shopper marketing initiatives designed to influence shoppers at the point of purchase.

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

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Contents

Figures and Graphs Key Findings and Executive Summary The On-the-go Shopper Missions: Definition The on-the-go Missions Channels Symbols Retailer Propositions Tesco Sainsbury’s Morrisons Waitrose Marks & Spencer Boots The Upsurge of the Coffee Shop The On-the-go Shopper Missions: Overview of all Missions Introduction Penetration Average Visits Channel Drinks Bought Drivers of Item Choice Spend

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The Breakfast on-the-go Shopper Mission Introduction Penetration Channel Share (Regularly Visit) Channel Share (Last Shop) Retailer Share of Most Recent Visit What Shoppers Bought-Food/Drink Category Choice Drinks Items Brought from Home Breakfast Products: Shopper Criteria Taste Quality To Fill Me Up Price Health The Breakfast on-the-go Shopper Mission: Mission Context Drivers of Choice Circumstances The Breakfast on the go Shopper Mission: Summary

35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54

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Contents

The Lunch on-the-go Shopper Mission Introduction Penetration Channel Share (Regularly Visit) Channel Share (Last Shop) Retailer Share of Most Recent Visit What Shoppers Bought Food/Drink Category Choice Drinks The Working Day Items Brought from Home Lunch Products: Shopper Criteria Taste Quality To Fill Me Up Price Health The Lunch on the go Shopper Mission: Mission Context Drivers of Item Choice Circumstances The Lunch on-the-go Shopper Mission: Summary

55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75

The Snacking on-the-go Shopper Mission Introduction Penetration Channels (Regularly Visit) Channels (Last Shop) Retailer Share of Most Recent Visit What shoppers bought Snack and Drink/Snack/Drink Category Choice Drinks Items Brought from Home Snacking Products: Shopper Criteria Taste Quality To Fill Me Up Price Health The Snacking on-the-go Shopper Mission: Mission Context Drivers of Choice Circumstances The Snacking on-the-go Shopper Mission: Summary Methodology Glossary

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Figures and Graphs

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Figures and graphs

Page Type Title Graph Graph Graph Figure Figure Figure Figure Figure Graph Graph Figure Graph Figure Figure Figure Figure Figure Figure Figure Figure Figure Figure Figure Figure Graph Graph Figure Graph Figure Figure

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Proportion that do at least one of the three on-the-go missions at least once a week Proportion of the on-the-go missions by demographic Penetration of the different on-the-go shopper missions (Do at least once per week) The percentage that do each mission and the average number of occasions per week Channel share of last shop on-the-go missions Percentage of shoppers that bought drinks with each mission Drivers of item choice for on-the-go missions Average spend for on-the-go missions Proportion that buy breakfast on-the-go at least once a week Proportion of the breakfast on-the-go mission by demographic Shopper penetration by channel (regularly visit the following channels for breakfast on-the-go) Channel share (number of shoppers who used for their last breakfast mission) Retailer share of most recent on-the-go breakfast visit What shoppers bought on their last breakfast mission – Food only or with a drink Category choice for the breakfast on-the-go mission Food Category choice for the breakfast on-the-go mission Drinks Items brought from home breakfast on-the-go mission The importance of Taste when choosing breakfast on the go by gender The importance of Quality when choosing breakfast on the go by gender The importance of Being Full when choosing breakfast on the go by gender The importance of Price when choosing breakfast on the go by gender The importance of Health when choosing breakfast on the go by gender Breakfast on-the-go drivers of choice Breakfast on-the-go circumstances Proportion that purchase lunch on-the-go at least once a week Proportion of the lunch on-the-go mission by demographic Shopper penetration by channel (regularly visit the following channels for lunch on-the-go) Shopper share of each channel for the last lunch on-the-go visit Channel share (number of shoppers who used for their last lunch mission) Retailer share of most recent visit

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Figures and Graphs

Figure Figure Figure Figure Figure Figure Figure Figure Figure Figure Figure Figure Graph Graph Figure Graph Graph Figure Figure Figure Figure Figure Figure Figure Figure Figure Figure Figure Figure

What shoppers bought on their last lunch mission - Food only or with a drink Category choice lunch on-the-go Food Category choice lunch on-the-go drinks Working day category choice lunch on-the-go Items brought in from home lunch on-the-go The importance of Taste when choosing lunch on-the-go by gender The importance of Quality when choosing lunch on-the-go by gender The importance of Being Full when choosing lunch on-the-go by gender The importance of Price when choosing lunch on-the-go by gender The importance of Health when choosing lunch on-the-go by gender Drivers of item choice lunch on-the-go Circumstances lunch on-the-go Proportion that buy snacks on-the-go at least once a week Proportion of the snacking on-the-go mission by demographic Penetration of shoppers who regularly visit the following channels for snacking on-the-go Shopper share of each channel for the last snacking on-the-go visit Channel share (number of shoppers who used for their last snacking mission) Retailer share of most recent snacking on-the-go visit What shoppers bought on their last snacking-on-the-go mission: Snack and drink/ Snack/ Drink Category choice snacking on-the-go Food Category choice snacking on-the-go Drinks Items brought from home snacking on-the-go The importance of Taste when choosing a snack on-the-go by gender The importance of Quality when choosing a snack on-the-go by gender The importance of Being full choosing a snack on-the-go by gender The importance of Price when choosing a snack on-the-go by gender The importance of Health when choosing a snack on-the-go by gender Drivers of choice snacking on-the-go Circumstances snacking on-the-go

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This Report Will…

The importance of Health, Price, Taste, Quality and ‘Fill factor’ are compared for each mission.

Give you an understanding of the three key on-the-go missions; Breakfast, Lunch and Snacking.

Provide you with the key characteristics of each mission. This includes when shoppers do it, where the do it and what

they buy.

Mission context is also explored; the circumstance in which shoppers carry out the different on-the-go missions.

Shopper motivations and behaviours are outlined, giving the reasons behind their choices and behaviours.

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The on-the-go Shopper Missions: Definition – The on-the-go Shopper Missions

The On-the-go Shopper Missions

Breakfast

Food and/or drink for breakfast, outside the

home.

Lunchtime

Food and/or drink bought for lunch outside the home. Includes items

purchased for consumption back at the

workplace

Snacking

Food and/or drink between meal times outside the home.

These meals are not restricted to the items bought or the time that food is eaten but it is the resolution of the need states 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 necessarily be a meal solution but a snack to tide a shopper over

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The Upsurge of the Coffee Shop

1,578

760

540

Number of stores in the UK Despite recent years of austerity the UK coffee market has continued to grow as the beverage has become a daily dietary staple for many. In 2012 the coffee market grew by 7.5% reaching a value of £5.8billion making it the world’s most favoured ‘drug’ ahead of both nicotine and alcohol. The upsurge of the coffee shop is said to be due to the turbulent economy, as many shoppers cut back on luxuries such as holidays small affordable treats such as coffee become more frequent and appealing. To match consumers demands coffee shops are now open from 6am through to late evening to ensure that they can fulfil the needs of all the missions.

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The on-the-go Shopper Missions: Overview of all Missions – Introduction

There has been a 33% increase in shoppers purchasing breakfast on-the-go since our survey in 2012, a 14% increase in shoppers buying lunch on-the- go but a 7% decrease in snacking on-the-go occasions, from last years survey. Busy shopper lifestyles continue to drive the UK foodservice sector and the on-the-go market. Not only are shoppers busy they are also becoming increasingly quality conscious. People are finding it harder to prepare nutritious meals at home, as concerns over job security means that shoppers are spending more hours in the office. Convenience is key for shoppers looking to make purchases on-the-go. Items need to be readily available and easy to eat on the move. Shoppers also depend on the items being filling this ensures that they have enough energy until the next meal, however less so for snacks which are seen as a treat.

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The on-the-go Shopper Missions: Overview of all Missions – Penetration

32

64

50

0

10

20

30

40

50

60

70

Breakfast Lunch Snacking (food and/or drinkconsumed between meals)

%

33%

14%

7%

Penetration of the different on-the-go shopper missions (Do at least once per week)

Denotes change from 2012

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The Breakfast on-the-go Shopper Mission – Retailer Share of Most Recent Visit

Retailer share of last visit. On average, breakfast on-the-go shoppers use two shops regularly.

Independent café

Independent sandwich shop/ bakery

11% 6%

5% 5%

4%

15%

5%

Independent coffee shop 3%

3%

3%

3%

2%

2%

2% 2%

2%

2%

*Stores with a shopper share of less than 1% not included.

16%

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The Breakfast on-the-go Shopper Mission – Drivers of Item Choice

The importance of To Fill Me Up when choosing breakfast on-the-go

The overall shopper rating for the importance of To Fill Me Up for the breakfast on-the-go mission is:

To Fill Me Up was rated the third most important criteria for this mission (3rd out of 5)

*Please note men give an overall lower average of 0.1 compared to females.

81

83 79

Rating for the importance of To Fill Me Up

Lunch on-the-go

Snacking on-the-go

To Fill Me Up

Rating for the importance of To Fill Me Up by gender

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The Snacking on-the-go Shopper Mission - Items Brought from Home

10% of shoppers bring

items from home as part of their snacking on-the-go mission

Food Drinks

Items typically brought in from home for snacking:

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Methodology

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Secondary and desk research

Preliminary quantitative survey

Qualitative focus group

Main quantitative survey

Diaries Insights

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

• Detailed secondary and desk research is conducted to define the topic area, macro drivers and trends, scope and examples within the research topic.

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

• A focus group provided a wider picture of the topics to cover during the quantitative stage of research

• A main survey is completed by at least 1,037 UK adults

• 100 participants completed two weeks of diaries recording all of their on-the-go purchases.

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

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

Methodology

Evolution’s methodology

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Methodology: quantitative research - survey

Circumstance

Spend

Category driver

Category choice

Channel choice

Frequency of mission

Demographic profiling

General topics of questions in quantitative survey

• Detailed shopper insights were gained from a survey of 1,037 adults. The samples were fully representative of the UK population.

• The survey contained 29 questions relating to topics outlined to the left – in addition to standard demographic profiling questions

• The questions were designed to give maximum insight into shopper’s motivation and behaviour

• The primary research was carried out during August/September 2013.

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This presentation is a Sample Extract. For Details on the full report please contact dale.henry@evolution-insights.com

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

SAMPLE EXTRACT