London | Cambridge | Birmingham | Manchester

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London Cambridge Birmingham Manchester
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3 yards in 3 seconds
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3 seconds!
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the average purchase decision time
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18,000 different product lines across the
multiples
80 of purchase decisions are made at point of
sale
70 of all packaged grocery sales take place in
the multiples
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who. what. when. where. how. why.
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1 knowledge
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shopping
local, convenience/express stores are favoured
for our daily shopping and treats
we do a main food shop every week and are likely
to do it at one of the multiples
monthly shop of 10 years ago replaced by the
weekly shop
most working Mums do a top-up shop every day
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time
we have become a last minuteculture
we demand superlative value for time - 40 of
consumers will spend money to save time
we have the longest working hours in Europe
we have more disposable income and enjoy more
leisure pursuits than ever before
we spend longer travelling to work than we did 15
years agoand were more mobile
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24/7
we live lifeto the full
Sunday is the new Saturday
we have longer pub andclub opening hours
international trade the Internet has blurred
extended working hours
we can shop until we drop
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fast food
mid-week meals reduced to status of refuelling
stop
75 of households own a microwave
meal preparation time reduced by 50 in last 10
years
we spend 15 minutes or less preparing mid-week
main meals
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slow food
quick, quick,slow
at other times we want to savour food and the
company of friends
the Sunday Roast has seena resurgence
mums see eating together at weekends as important
family occasions
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no routine
55 of consumers regularly miss out on proper
meals eating on the go
are traditional mealtimes a thing of the past?
buzz words - desk dining, flexi eating
meal times are being replaced by mini meals or
constant snacking
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cant cook
50 of 17-24 year olds cant cook or wont cook
new houses are being built without traditional
kitchens
we lack a strong cuisine culture
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all change
friends are becoming the new family
by 2010, 40 of households willbe single person
households
by 2021, 1 in 5 of the population will be over 65
lone parent households have trebled in the last
25 years to 23 of all households
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for me

were more individual
we have different foods at different mealtimes
we eat alone (37) or eat something different at
the same time
we wantfood made just for me
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and wants
we want better quality
we want maximum return on time
we want healthier food
we want new experiences
we want fresher, tastier food
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2 insight
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• cash-rich, time-poor consumers
• want easy choices

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• they want products just for me

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function - what it does
rational
conscious
how I feel using it
emotional
what my close social group think
social
its effect on my cultural identity
subconscious
cultural
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changing consumer values
INDIVIDUALITY
ENJOYING LIFE
PLEASURE
WISDOM
KNOWLEDGE
HAVING FUN
LEISURE
IN TUNE WITH NATURE
LIVE FOR TODAY
HONESTY
CREATIVITY
AMBITION
STATUS
PUBLIC IMAGE
MATERIAL SECURITY
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-6
-4
-2
0
2
4
6
8
10
12
14
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Change From 1997 to 2003 Source Roper Starch
WW 1997 2003 survey
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INDIVIDUALITY
ENJOYING LIFE
PLEASURE
WISDOM
KNOWLEDGE
HAVING FUN
LEISURE
IN TUNE WITH NATURE
LIVE FOR TODAY
HONESTY
CREATIVITY
AMBITION
STATUS
PUBLIC IMAGE
MATERIAL SECURITY
-8
-6
-4
-2
0
2
4
6
8
10
12
14
16
Change From 1997 to 2003 Source Roper Starch
WW 1997 2003 survey
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foodies
INDIVIDUALITY
ENJOYING LIFE
PLEASURE
WISDOM
KNOWLEDGE
HAVING FUN
LEISURE
IN TUNE WITH NATURE
LIVE FOR TODAY
HONESTY
CREATIVITY
AMBITION
STATUS
PUBLIC IMAGE
MATERIAL SECURITY
-8
-6
-4
-2
0
2
4
6
8
10
12
14
16
Change From 1997 to 2003 Source Roper Starch
WW 1997 2003 survey
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TraditionalOrganics
Less Affluent Family
Family
Time Poor Cash Rich
Typical Family
Quality
Foodies
New Family
Health Conscious
Traditional
Lads Lasses
Economy
Budget
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TraditionalOrganics
Less Affluent Family
Family
Time Poor Cash Rich
Typical Family
Quality
Foodies
New Family
Health Conscious
Traditional
Lads Lasses
Economy
Budget
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foodies
Waitrose
PERCENTAGE OF POPULATION
Sainsburys
Tesco
Tesco
SOCIO-ECONOMIC GROUPS
AGE
TGI CONSUMER PROFILES OF STORES TESCO
SAINSBURYS WAITROSE
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passionate about food
fresh
from scratch
best cut
service when needed
adventurous
friends coming around for dinner
list
wine to complement the meal
exotic ingredients
planned shop
efficient
shopping is the precursor to the main event
the meal
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3 expression
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gourmet
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convenience
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yum tum
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playful
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provocative
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danger zone!
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1 identify your audience2 understand their
needs3 satisfy their desires
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4 colour form attract5 words communicate6
packaging is 3d not 2d
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7 less is more8 think about the hierarchy9
assess through research
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brilliant brand thinking