米国とヨーロッパにおける軽食消費機会

Introduction

As consumers continue to snack at new times and locations, new opportunities are being created for impulse products. By 2008 snacks will account for 41% of eating occasions in Europe and 45% in the US. The number of drinks occasions is also increasing across the US and Europe. In the future it will be essential for products to account for these trends to maintain their competitive position.

Scope of this report

• A comprehensive analysis of morning, afternoon and evening snacking and non-alcoholic drinking occasions, by location, covering the US and Europe
• In-depth analysis of why changes are taking place in snacking and beverage markets and what consumer trends are influencing this
• Action Points pinpointing how to devise effective marketing strategies appealing to the changing attitudes and behaviors of European and US consumers
• New product development analysis highlighting how to exploit emerging trends through careful targeting of consumers' need states

Research and analysis highlights

The average number of eating occasions per person per year is set to rise in both the US and Europe. For example, by 2008 the average American will eat nearly 5 times a day by 2008. But the key to targeting this is knowing which occasions to target. For example, did you know that snacking in the afternoon is the fastest growing part of the market?

A similar situation exists in non-alcoholic drinks, where the number of times the average American drinks is 24% greater than that of the average European. Again targeting the right area is crucial. For example, the number of "on-the-go" drinking occasions is growing faster than the number of drinking occasions overall.

Across both snacks and non-alcoholic drinking consumers are seeking to trade up both to higher quality food and drinks and products with more exciting flavors. But people are not necessarily prepared to go to extreme or very strong flavors the first time. Often people "work their way up" to stronger flavors over time.

Key reasons to read this report

• Access unique snacking and non-alcoholic drinks consumption occasion data, segmented by value, location and country
• Develop new valuable occasions and capitalize upon the latest consumer trends through need state led new product development
• Improve your marketing by understanding the latest consumer mega-trends to influence European and US snacking and beverage consumer behavior

Table of Contents

CHAPTER 1 EXECUTIVE SUMMARY

Hot topic

The future decoded

Action points

CHAPTER 2 THE FUTURE DECODED

Introduction

Important definitions and report coverage

Trends in consumer snacking and drinking occasions

Impulse and snacking markets continue to experience growth

More snacking is fueling the growth of eating occasions

The number of non-alcoholic drinks occasions is increasing

Snacking out-of-home is growing more than in-home snacking

'On-the-go' snacking and drinking occasions are increasing

Consumers are increasingly using impulse channels

An analysis of changing consumer needs and behaviors

Snacking is influenced by stress, boredom and time of year

Consumers are increasingly resorting to 'whimsical consumption'

Age and gender have a huge impact upon snacking preferences

Snacking is often time specific and varies by weekday

Consumer purchases are often combination orientated

Mega-trends affecting snacking and beverage consumption

Consumers increasingly demand healthy snacks and beverages

Snacks and drinks consumers continue to indulge and 'trade-up'

Traditional flavors and packs offer comfort and security

Consumers use food and drinks to facilitate social connections

Consumers need convenience and simplicity in snacks and drinks

Conclusions

Avoid category myopia: adopt a broad view to competitor tracking

Occasion is king: focussing on new occasions will be crucial

Successful innovations must focus on two or more mega-trends

CHAPTER 3 ACTION POINTS

Introduction

Prioritize targeting efforts towards consumer occasions

Seek out new occasion opportunities to increase volume sales

Position products against defined occasions

Target stress-driven occasions

Act upon consumers' growing health and guilt concerns

Promote impulse snacking as a positive part of daily nutrition

Focus on reducing calories, fat, salt, and sugar content

Target women specifically without alienating male consumers

Target consumers' unmet health need states on-the-go

Target health-on-the-go by building presence in specific channels

Avoid compromises between health and indulgence

Target healthy-lifestyle venues for sampling

Offer positive nutrition by incorporating functional ingredients

Extend the appeal of existing healthy adult brands to kids

Pursue opportunities in natural, organic and low-carb products

Target the growing trend for light meals

Adopt experiential marketing to leverage sensory appeal

Place greater emphasis on emotional benefits

Use exotic, indulgent and experiential flavors and ingredients

Develop broad product portfolios catering for fragmented tastes

Make use of innovative sensory cues

Capitalize on consumer tendencies to trade-up

Create innovative shapes/formats that enhance taste experiences

Target the convenience and simplicity need states

Develop packaging formats facilitating on-the-go consumption

Offer 'hyper-convenience' by combining ingredients and flavors

Help consumers organize food and drinks bought for the home

CHAPTER 4 APPENDIX

Supplementary data

Definitions

Research methodology

Bibliography

How to contact experts in your industry

List of Tables

Table 1: Key characteristics differentiating impulse and planned food purchase occasions

Table 2: The size and growth of snacking food markets, by country, 1998-2008 (US$bn and €bn)

Table 3: The size and growth of soft and hot drinks markets, by country, 1998-2008 (US$bn and €bn)

Table 4: The average number of daily and yearly eating occasions, by country, 2003-2008

Table 5: The average number of daily and yearly core mealtime eating occasions, by country, 2003-2008

Table 7: Percentage of snacking/impulse eating occasions, 2003-2008

Table 8: The value and average number of daily European and US snack occasions, by occasion, per person, by country, 2003-2008

Table 9: The average number of daily and yearly non-alcoholic drinking occasions, by country, 2003-2008

Table 10: The total number of annual at-home and out-of-home food snacking occasions (billions), by country, 2003-2008

Table 11: The percentage of European and US out-of-home versus in-home food snacking occasions, by country, 2003-2008

Table 12: The number of annual at-home and out-of-home morning, afternoon and evening snack occasions, by country, 2003-2008

Table 13: Total annual European and US morning, afternoon and evening snacking on-the-go occasions, 2003-2008

Table 14: The total number and value of annual on-the-go snacking occasions (millions), by occasion time and country, 2003-2008

Table 15: Number of annual and per person non-alcoholic on-the-go drinking occasions, by country, 2003-08

Table 16: Vending machine count by country, 1999-2003

Table 17: Growth forecast of the convenience store performance matrix (%) by country, 2007

Table 18: Average number of per head morning, afternoon and evening drinks occasions by country, 2003

Table 19: Snacking needs and motivations by gender

Table 20: Percent distribution of US and European snacking occasions, at different time intervals, 2003

Table 21: Healthy food and drink occasions on-the-go by daypart in Europe (millions of occasions), 2003-2008

Table 22: The varying importance of two key snacking and beverage needs - indulgence and performance boost - by daypart, 2004

Table 23: Gender differences in approach to healthy eating

Table 24: Attitudes of 'occasional' and 'non-buyers' of natural and organic goods towards buying more products if pricing issues were removed from the purchase evaluation, by category, 2003

Table 25: P&G: An example of helping to create the at-home on-trade experience

Table 26: European and US consumer attitudes concerning new and exotic flavors in snacks and drinks, 2004

Table 27: Examples of packaging simplicity in snacks and smoothies

Table 28: Very Italiano Vending machines - further blurring the boundaries of meals and snacks

Table 29: Examples of reducing salt and sugar from product offerings

Table 30: Helping consumers make more informed healthy snack purchases - the US Smart Snack ribbon

Table 31: Harvest Bay Snacks: capitalizing on new health orientated production techniques

Table 32: European, Asian and North American examples of impulse products offering beauty benefits

Table 33: Innovative US food and drink launches targeting growing consumer health concerns

Table 34: Ready-to-consume (RTC) drinks innovation

Table 35: Examples of food and drink innovation capitalizing on the desire for more taste and sensory experiences

Table 36: Developing new product shapes and formats to enhance the sensory taste appeal of snacks

Table 37: Drinks packaging facilitating on-the-go consumerism

Table 38: Hyper-convenience in snacking - Top Foods Double Dippers

Table 39: Examples of food and drinks manufacturers helping consumers organise food and drinks brought for the home

Table 40: The size and growth of overall confectionery markets attributable to snacking occasions, by country (US$bn and €bn), 1998-2008

Table 41: The size and growth of European and US dairy markets attributable to snacking (US$bn and €bn), 1998-2008

Table 42: The size and growth of overall bagged snack markets attributable to snacking occasions, by country (US$bn and €bn), 1998-2008

Table 43: The size and growth of European and US fruit and vegetable markets attributable to snacking (US$bn and €bn), 1998-2008

Table 44: The size and growth of the overall soft drink markets, by country (US$bn and €bn), 1998-2008

Table 45: The size and growth of European and US bakery markets attributable to snacking occasions (US$bn and €bn), 1998-2008

Table 46: Definitions used in this report

List of Figures

Figure 1: Historic and future perspectives of eating: the impact of increasing snacking occasions and associated food intake

Figure 2: Stressful activities, split by DASS stress levels

Figure 3: An analysis of core snacking and drinks need states by age

Figure 4: Percentage of European and US snacking occasions which also involve consumption of a beverage, 2004