Identifying the Indulgence Consumer: Targeting strategies for self-indulgent food lovers

SUMMARY

The report The Indulgence Consumer: Targeting strategies for self-indulgent food lovers seeks to identify the triggers for the purchase of premium,indulgent and gourmet foods. This report looks at self-indulgence, gourmet purchasing, entertaining in the home and eating out. It sizes the marketsand analyses the opportunities that different types of purchase occasions deliver. Indulgence is the most important of the three main ways in whichproducts are positioned.

As a society, we increasingly look to our food and drinks to deliver a 'hit' or a benefit. In this case, it is pleasure. The explosion inindulgence can best be shown in the UK by the growth of private label gourmet ranges, by the increasingly diverse types of ethnic food now availableand finally by the nation's love of cookery and TV chefs.

This report approaches the issue of "indulgence" from a unique perspective. Based upon exclusive primary research, the consumer datacollected is used to demonstrate the key patterns in consumption and purchase occasions. The Indulgent Consumer report unlocks the heart of the'indulgence'  purchasing decision.

TABLE OF CONTENTS

Executive Summary

• Introduction
• The self-indulgent consumer
• The gourmet consumer
• Consumers entertaining at home
• Consumers eating out
• Conclusions

Chapter 1 Introduction

Chapter 2 The Self-Indulgent Consumer

• Summary
• Introduction
• The self-indulgent consumer
  • How consumers treat themselves
  • How men and women treat themselves
• Triggers for self-indulgence
  • Emotional drivers
  • Social change
  • Restaurants drive indulgence
  • Affluence and sophistication
• Mainstreaming of self-indulgence
  • Retailer dynamics
  • Example: Tesco Finest
• Opportunities in food and drinks for treats

Chapter 3 The Gourmet Consumer

• Summary
• Introduction
• The gourmet consumer
  • Cosmopolitan consumers across Europe
  • Core specialty food and drinks shoppers
  • Non-core specialty shoppers
  • Research findings on tourists
  • Frequency and spend
• Triggers for gourmet purchasing

  • Why consumers buy gourmet foods
  • Gourmet occasions
  • Retailer dynamics
  • Independent gourmet retailers across Europe

• Gourmet opportunities in food and drinks

Chapter 4 Consumers Entertaining at Home

• Summary
• Introduction
• The dynamics of parties across Europe
  • Frequency of entertaining
  • Size of the entertaining market
• Party preparation
  • Time spend on food preparation
  • Spend on food
  • Spend on drinks
• Entertaining opportunities in food and drinks

Chapter 5 Consumers Eating Out

• Summary
• Introduction
• The out-of-home eater
  • Frequency of eating and drinking outside the home across Europe
  • Frequency of eating out
  • Frequency of drinking out in 2001
  • Favourite day for going out
• Triggers for going out
• Attitudes towards going out
  • Attitudes towards eating out in the evening:
  • Attitudes towards drinking out in the evening:
• Dynamics of the foodservice sector across Europe
• Opportunities outside the home across Europe

Chapter 6 Conclusions 8

• Premiumisation goes mainstream
• Premiumisation and convenience
• Premiumisation and health

List of Figures

Figure 1.1: .Why do you buy specialty food and drinks?. (% core specialty food and drinks shoppers)

Figure 1.2: Tendency to premiumise at gatherings, relative to the total market

Figure 1.3: Going out occasions and the development of .habitual consumption.

Figure 1.4: The three megatrends

Figure 2.5: Emergence of super-premium and mid-market

Figure 2.6: Opportunities in food and drinks for treats

Figure 3.7: .How did you become interested in specialty food and drink?. (% core specialty fo and drink shoppers)

Figure 3.8: Responses to .I like to cook., 1996, 1998 and 2000

Figure 3.9: .Why do you buy specialty food and drinks?. (% core specialty food and drinks shoppers)

Figure 3.10: .For what occasions do you buy specialty food and drinks?. (% core specialty food and drinks shoppers)

Figure 3.11: .Where do you purchase your specialty food and drinks from?. (% of core specialt food and drinks shoppers)

Figure 4.12: Frequency of hosting gathering, by size, all respondents

Figure 4.13: Tendency to premiumise at gatherings, relative to the total market

Figure 5.14: Going out occasions and the development of .habitual consumption.

Figure 5.15: Average number of times a person eats out per week (week versus weekend) in 200

Figure 5.16: Average number of times a person drinks out per week (week versus weekend) in 2001

Figure 5.17: Eating out . Consumer segmentation 2001 (% population)

Figure 5.18: Drinking out - consumer segmentation 2001 (% population)

Figure 5.19: Favourite day of the week to go out drinking

Figure 5.20: Consumer survey: the first and second most important reasons for going out to eat in the evening

Figure 5.21: Nando.s restaurant interior

Figure 6.22: Premium and convenience foods

List of Tables

Table 1.1: .How do you typically treat yourself (most important way)?.

Table 2.2: .How do you typically treat yourself (most important way)?.

Table 2.3: .Which of the following do you buy yourself as a treat?.

Table 2.4: Annual treating frequency of consumer groups, by category, compared to the population average, 2002 (% who use it as a treat)

Table 2.5: .Which of the following may be a motivation for self-treating.

Table 2.6: Stage of depression sufferers at first visit, 1999

Table 2.7: Average working hours for full-time employees and all in employment, 2001

Table 2.8: Number of foodservice meals served (profit sector) in the evening 1996.2006

Table 2.9: GDP at PPP per capita, €m at 2001 exchange rates, by country, 1996.2000

Table 2.10: Percentage of those in employment on temporary or short term contracts, by age, b country

Table 3.11: Core specialty food and drinks shoppers, Europe 2001

Table 3.12: Core specialty food and drinks shoppers. Buying behaviour, Europe 2001

Table 3.13: Specialty food and drinks sales (€bn) Europe, 20001

Table 3.14: Penetration of .fine. Food specialty retailers, Europe 2001

Table 3.15: Independent specialty .fine. Food retailers, Europe 2001

Table 4.16: Frequency of hosting gatherings in Europe, by size, all respondents

Table 4.17: Activity by size of gathering, all respondents

Table 4.18: Purchasing behaviour, by size of party, all respondents

Table 4.19: European spend on entertaining, 2001, €million

Table 4.20: Frequency of gathering related activities, by significant consumer group

Table 4.21: Time spent preparing food, by size of gathering, all respondents &

Table 4.23: Entertaining retail spend on gourmet food, 2001, by country, €million

Table 4.24: Entertaining spend on take-away food, 2001, by country, €million

Table 4.25: Entertaining spend on retail drink, 2001, by country, €million

Table 5.26: Average number of times a person eats out per week (week versus weekend) in 20

Table 5.27: Total number of evening drinking occasions 1996.2001

Table 5.28: Average number of times a person drinks out per week (week versus weekend) in 2001

Table 4.22: Entertaining retail spend on all food, 2001, by country, €million

Table 5.29: Eating out . Consumer segmentation 2001

Table 5.30: Drinking out . Consumer segmentation 2001

Table 5.31: Number of foodservice meals served (profit sector) in the evening 1996.2001

Table 5.32: Foodservice (profit sector) market value growth 1996.2001