Consumers' mealtime occasions are changing as new priorities and work patterns emerge. "Flexi-eating" is becoming more common as consumers base their mealtimes around their lifestyles rather than having structured mealtimes. Mealtimes are becoming more fragmented, informal and less important to consumers as other activities take priority
Scope of this report
- Comprehensive analysis of trends in consumer behavior and the subsequent impact of these changes have on mealtime occasions in Europe and the US
- In-depth quantitative and qualitative analysis of mealtime occasions to reveal the most profitable consumer groups for manufacturers to target
- Extensive discussion of best practice NPD and marketing campaigns that have successfully targeted changing mealtime occasions
- Detailed action points explaining how to effectively position a brand to maximize sales in meal and snack categories
Research and analysis highlights
In Europe and the US, the total number of missed occasions per person per year is forecast to grow by 2.0% and 2.3% respectively over the next five years. Consumers' hectic lifestyles are driving this trend as traditional mealtimes are becoming unstructured, informal and less important to consumers.
Datamonitor's 2005 consumer survey revealed that only 12% of consumers rated "convenience" as the most important factor in their purchase decision. "Taste" was considered to be the most important factor by 56% of consumers and 36% rated "health" as number one. Thus, manufacturers need to provide quality and health in addition to convenience.
Consumers have become more demanding and are seeking products that provide them with an experience in addition to basic nourishment at mealtime. Consumers are seeking to derive not only functional but also emotional benefits from the products they consume; for example, those that not only "do good" but also make you "feel good".
Key reasons to read this report
- Understand changing mealtime occasions and how to target emerging, untapped consumer behaviors
- Improve your marketing by understanding the latest consumer trends to influence European and US consumers' eating habits
- Learn how to tailor your NPD and marketing campaigns to more accurately target profitable mealtime occasions.
Consumers' mealtime occasions are changing as new priorities and work patterns emerge. "Flexi-eating" is becoming more common as consumers base their mealtimes around their lifestyles rather than having structured mealtimes. 