The Lunch on-the-go Shopper Mission 2010: Savoury Pastries Focus

Evolution Insights Ltd, April 2010, Pages: 111

The UK lunch on-the-go food and drink market. Essential insight into shopper motivations and behaviours.

Addressing the UK lunch on-the-go food and drink market, Evolution presents the most up to date and authoritative study into lunch shoppers' motivations and behaviours, offering relevant and actionable insight for your business. Evolution's report also goes beyond traditional market and consumer analysis to highlight how savoury pastries shoppers in particular are motivated and behave in-store when lunching on-the-go, and how they compare to the average lunch shopper.

The report will help your business to identify key category drivers, barriers to purchase and substitute products in the lunch on-the-go market with a specific focus on savoury pastries. It also incorporates the crucial yet often overlooked teenage market where shoppers exhibit quite different behaviours to that of adults. The report covers all major retail channels including supermarkets and superstores, c-stores, petrol filling stations, motorway service stations, CTNs and sandwich bars.

This report will help you to:

- Review the profile of lunch shoppers by key metrics including demographics, penetration, frequency and spend.
- Compare and contrast the attitudes of savoury pastries lunchers to the average luncher in relation to key topics including meal deals, health & wellbeing, budgeting and treating.
- Assess key barriers to purchase and develop strategies to overcome.
- Ascertain the performance of major categories including savoury pastries across the different UK retailers and channels, and identify opportunities for growth.
- Recognise complementary and substitute categories for lunch shoppers who buy savoury pastries.
- Identify the key drivers of purchase for major categories including savoury pastries in the lunch on-the-go market.
- Discover the different circumstances in which shoppers buy savoury pastries as part of lunch to-go.
- Analyse the key category opportunities in the lunch on-the-go market and identify where your categories fit in

This report provides as standard one of the most comprehensive studies into the broader lunch on-the-go market, including:

- Key market drivers and trends.
- Retailer, channel and category penetrations.
- Shopper profiles presented by key metrics including demographics, frequency, spend, location and circumstances.
- Shopper motivations and behaviours, including drivers of item choice, other items considered and attitudes towards a range of topics including meal deals, health & wellbeing, budgeting and treating.
- Extensive commentary regarding the leading retailers' on-the-go strategies

This report offers both specific and broad appeal, and is aimed at FMCGs, retailers and agencies alike. The report will help your business to develop targeted shopper marketing initiatives designed to influence shoppers at the point of purchase, explore broader demand in the lunch on-the-go market and identify how your category performs in relation to others, drawing key learnings and opportunities for growth.

Key findings and summary

An introduction to the on-the-go shopper mission
- What are shopper missions?
- What is an on-the-go mission?
- What are the different types of on-the-go mission?
- What are the different on-the-go channels?
- How do shopper missions influence shopper behaviour?

The on-the-go market
- What is the penetration of on-the-go food and drink among UK shoppers?
- How likely is each shopper demographic to buy food and drink on-the-go regularly?

The on-the-go shopper missions: at a glance
- What is the penetration of the different on-the-go missions among UK shoppers?
- How likely is each shopper demographic to conduct each of the different on-the-go missions?
- How frequently do UK shoppers buy lunch on-the-go?
- How frequently do UK shoppers buy snacks on-the-go?
- How much do UK shoppers spend when buying lunch on-the-go?
- How much do UK shoppers spend when buying snacks on-the-go?

The lunch on-the-go shopper mission: drivers and trends
- What are the key drivers for the lunch on-the-go market?
- Trading up
- Investment in brand
- Leveraging technology
- Overcoming barriers to purchase
- Increasing weight of purchase
- Retailer and format development
- Improving promotional and display effectiveness
- Greater choice

The lunch on-the-go shopper mission: key characteristicsWhat retailers do shoppers use for lunch on-the-go?
- What retail channels do shoppers use for lunch on-the-go?
- How does this vary by demographic?
- What categories do shoppers buy for lunch on-the-go?
- How does this vary by retail channel?
- What accompaniments do shoppers buy with sandwiches for lunch on-the-go?
- How much do UK shoppers spend when buying lunch on-the-go?
- How does this vary by demographic?
- How does circumstances influence shopper spend in lunch on-the-go?
- How frequently do UK shoppers buy lunch on-the-go?
- How do circumstances influence frequency of lunch on-the-go shopping?

The lunch on-the-go shopper mission: shopper context
- What is the penetration of lunch on-the-go among UK shoppers?
- How likely is each shopper demographic to buy lunch on-the-go regularly?
- What proportion of lunch on-the-go shoppers say they consider offers and suggestions?

The lunch on-the-go shopper mission: mission context
- What proportion of lunch on-the-go shoppers relate to different circumstances?
- How does this vary by demographic?
- What categories do lunch on-the-go shoppers who have lunch at their workplace buy?
- What categories do lunch on-the-go shoppers who have lunch as a break from work buy?
- What are the drivers of store choice among lunch on-the-go shoppers?
- How do drivers of store choice vary by demographic?
- The lunch on-the-go shopper mission: shopper motivations and behaviours
- What are the drivers of item choice among lunch on-the-go shoppers?
- How do drivers of item choice vary by demographic?
- What items do lunch on-the-go shoppers consider but then choose not to buy?
- What are lunch on-the-go shoppers' attitudes towards treating?
- What are lunch on-the-go shoppers' attitudes towards meal deals?
- What are lunch on-the-go shoppers' attitudes towards budgeting and spend?
- What are lunch on-the-go shoppers' attitudes towards health and wellbeing?
- What are the key barriers to purchase for items among lunch on-the-go shoppers?

The lunch on-the-go shopper mission: savoury pastries focus
- Key findings and summary
- What are the key growth opportunities for savoury pastries in lunch on-the-go?
- What proportion of savoury pastries sales in lunch on-the-go are attributed to each sub-category?
- How likely is each shopper demographic to buy savoury pastries when shopping for lunch on-the-go?
- How frequently do lunch on-the-go shoppers who buy savoury pastries buy lunch on-the-go?
- Which retailers do lunch on-the-go shoppers who buy savoury pastries use?
- Which retail channels do lunch on-the-go shoppers who buy savoury pastries use?
- What are the drivers of store choice among lunch on-the-go shoppers who buy savoury pastries?
- What other categories do lunch on-the-go shoppers who buy savoury pastries, buy?
- How much do lunch on-the-go shoppers who buy savoury pastries typically spend?
- What are the drivers of item choice among lunch on-the-go shoppers who buy savoury pastries?
- What are the circumstances of lunch on-the-go shoppers who buy savoury pastries?
- What are lunch on-the-go shoppers who buy savoury pastries attitudes towards treating?
- What are lunch on-the-go shoppers who buy savoury pastries attitudes towards meal deals?
- What are lunch on-the-go shoppers who buy savoury pastries attitudes towards budgeting and spend?
- What are lunch on-the-go shoppers who buy savoury pastries attitudes towards health and wellbeing?
- What are the key barriers to purchase for items among lunch on-the-go shoppers?
- How likely is each shopper demographic to consider savoury pastries when buying lunch on-the-go but not purchase?
- What categories do lunch on-the-go shoppers who consider but not buy savoury pastries, purchase?

The lunch on-the-go shopper mission: retailer propositions
- What does the lunch on-the-go proposition look like for the different retail outlets?

- Tesco
- Asda
- Sainsbury's
- Morrisons
- Marks and Spencer
- The Co-operative
- Greggs
- Boots
- Wilkinson and WH Smith
- Petrol Filling Stations
- Motorway Service Stations

Methodology
- Our quantitative survey
- Our focus groups

Glossary

- Tesco
- Asda
- Sainsbury's
- Morrisons
- Marks and Spencer
- The Co-operative
- Greggs
- Boots
- Wilkinson and WH Smith
- Petrol Filling Stations
- Motorway Service Stations

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