職場における軽食の消費とその市場

INTRODUCTION

Snacking, drinking, "desk dining" and even supplementing late and early meals are all increasingly common workplace activities which can also affect consumption outside of work. Workplace Consumption will help industry players understand this growing market - currently worth EUR140 billion - better target key consumer groups and develop value-added products.

SCOPE OF THE REPORT

• Key data and detailed analysis of 7 leading country markets: France, Germany, Italy, The Netherlands, Spain, Sweden and the UK
• Breakdown and analysis of workplace consumption occasions, including frequency, value and purpose to consumers.
• Qualitative and quantitative studies of consumers attitudes to workplace consumption, and the need-states it meets
• Specific action points which detail strategies for harnessing the value of workplace consumption.

REPORT HIGHLIGHTS

Sweets and chocolate represent 50% of all mid-afternoon snacking while bakery goods dominate morning snacking. Different need-states take priority at different times of the day - in the afternoon, workers need a treat and an energy boost while morning snacks are chosen for nutritional value.

Sociability is a major driver behind consumers' choice of foodservice consumption - snacking often acts as an excuse to take a break and socialize with colleagues. Consumers favor snacks which can be easily shared.

Over 60% of consumers are likely to experiment with the food and drinks their colleagues consume in the office. The workplace is a center for innovation and experimentation as consumers seek variety in their day.

KEY REASONS TO BUY THIS REPORT

• Workplace consumption is worth EUR140 billion you can take a share of this.
• Consumers eat at work between two and three times every day find out how to make them spend their money on your products
• Simple changes can boost workplace consumption discover how small investments could lead to big gains

TABLE OF CONTENTS

CHAPTER 1 EXECUTIVE SUMMARY

• Hot topic
• Future decoded

CHAPTER 2 THE FUTURE DECODED

• Introduction
• Consumer trends
• Working hours
• Job types
• Workplace consumption occasions
• Drinks
• Channels
• Consumer insight
• Consumer's food choices in the workplace
• Drinks
• City visits
• Consumers' food diaries
• Experimenting with new products
• Consumer needs
• Personal care
• The value of workplace consumption
• Workplace consumption occasions
• Food consumption occasions
• Value of food consumption occasions
• Value of workplace food consumption
• Drinks
• Cost of workplace drinks consumption
• Value of workplace consumption
• Index of annual per capita spending
• Conclusions

CHAPTER 3 ACTION POINTS

• Work with catering services to gain access to the market
• Prepared meals must offer restaurant-level quality
• Use workplace consumption to help launch new products.
• Target health-consciousness
• Segment market by job type
• Prioritise junior deskbound and manual indoor workers
• Aim high value products at senior deskbound consumers
• Manual outdoor and travelling workers are not a priority
• Ensure products are workplace friendly
• Trend, insight, action
• Supplementary data
• Definitions
• Research methodology
• SPP writing team Error! Bookmark not defined.
• How to contact experts in your industry.

LIST OF TABLES

• Table 1: European employment by the number hours worked (millions employed) 1997
• Table 2: European employment by the number hours worked (millions employed) 2000
• Table 3: Annual growth (%) in time spent at work, by hours worked per week, 1997-2000
• Table 4: Workers by job type (millions), 2002 19
• Table 5: Workplace consumption occasion definitions
• Table 6: Number of food consumption occasions per employee per day, 2002-2007
• Table 7: Overall number of food occasions per year (m), by type of occasion
• Table 8: Average number of drinking occasions in the workplace per person per day, 2002
• Table 9: Number of workplace drinks occasions per year (bn) 2002
• Table 10: Channels used for workplace consumption by frequency
• Table 11: Market share of non-planned food and drinks channels for workplace consumptions, 2002
• Table 12: Rating scale: importance of consumer needs
• Table 13: Percentage of consumers who alter their personal care habits especially because they are going out, by habit
• Table 14: Millions of people in work in Europe;, 2002-2007
• Table 15: Average number of workplace food consumption occasions per person per day, 2002
• Table 16: Average number of workplace food consumption occasions per person per day, 2002-2007 and CAGR
• Table 17: Cost to consumer of workplace food consumption occasions (?), 2002
• Table 18: Value of workplace food consumption (?m) 2002
• Table 19: Growth in workplace food consumption by consumption occasion, 2002-2007
• Table 20: Average number of drinking occasions in the workplace per person per day, 2002
• Table 21: Average cost of workplace drinks by consumption occasion (?) 2002
• Table 22: Market value of workplace drinks by consumption occasion (?m), 2002
• Table 23: Growth in workplace drinks market value (?m) 2002-2007 50
• Table 24: Index of annual per captia spending (western Europe = 100)
• Table 25: Workplace consumption trends, insights and actions. 60
• Table 26: Market value of workplace snacks consumption in western Europe (?m) 2002
• Table 27: Market value of workplace snacks consumption in western Europe (?m) 2007
• Table 28: Market value of workplace breakfast consumption in western Europe (?m) 2002
• Table 29: Market value of workplace breakfast consumption in western Europe (?m) 2007
• Table 30: Market value of workplace lunch consumption in western Europe (?m) 2002
• Table 31: Market value of workplace lunch consumption in western Europe (?m) 2007
• Table 32: Market value of workplace evening consumption in western Europe (?m) 2002
• Table 33: Market value of workplace evening consumption in western Europe (?m) 2007
• Table 34: Overall market value of workplace consumption in western Europe (?m) 2002
• Table 35: Overall market value of workplace consumption in western Europe (?m) 2007
• Table 36: Workplace consumption occasion definitions

LIST OF FIGURES

• Figure 1: Change in working hours in western Europe 1997-2000
• Figure 2: Consumer product choice by workplace consumption occasion, 2003
• Figure 3: Percentage of workers choosing type of drink in the workplace, 2003
• Figure 4: Influence of colleagues' food choices on workplace consumption
• Figure 5: Importance of different consumer needs
• Figure 6: Consumers' need for in-office personal care