Health, the B***** word & vegetable consumption in the home Head and tailwinds Giles Quick
Agenda The B word 1 Consumer Confidence Health as a driver of consumer choice 2 Health Drivers of growth include growing numbers of 3 flexitarians Fexi/vegetarians Head and tail winds 4 Macro trends shaping the future for vegetable consumption What next? A few thoughts on the future 5 2
A softening of the out of home market – over 1bn occasions lost 29500 Millions of occasions 29000 28500 28000 27500 27000 26500 Obtained out of home consumption 3 52 w/e December 2018
Homemade foods Millions of Occasions 8000 7500 7000 6500 6000 5500 5000 Homemade In home / Carried out food occasions NOTE : Results are from previous paper diary based Usage study
Agenda The B word 1 Consumer Confidence Health as a driver of consumer choice 2 Health Drivers of growth include growing numbers of 3 flexitarians Fexi/vegetarians Tackling the Plant-Based 4 How can meat respond to these drivers and continue to Challenge fight for its place on our everyday plate? What next? A few thoughts on the future 5 5
Health now drives a third of in home food consumption choices. £20.8 billion 78% 53% 33% Health Convenience Enjoyment Kantar Worldpanel // Total in home and carried out consumption // 52 w/e December 2018
Health growth has plateaued since the spring of 2018 Millions of Servings 82000 Health 80000 78000 76000 74000 72000 70000 KWP Usage: Total in home and carried out foods 52 w/e December 2018
Agenda The B word 1 Consumer Confidence Health as a driver of consumer choice 2 Health Drivers of growth include growing numbers of 3 flexitarians Fexi/vegetarians Tackling the Plant-Based 4 How can meat respond to these drivers and continue to Challenge fight for its place on our everyday plate? What next? A few thoughts on the future 5 8
Inflation has risen to +3.6% - but consumers don’t have to absorb the full impact of this… 25% of Europeans said they expected to reduce their meat consumption in 5 years time mainly due to health 9 Source: ING Economics Department (2017)
Almost ¼ of the population claiming ‘meat avoidance’ behaviours Total population Omnivores Meat reducers Meat rejecters Vegans Other meat reducers 1.3% 1 week of vegan 0.6% consumption 6.0% Cost driven Non meat reducers Vegetarians 5.2% 2.4% 75.8% Health driven (Flexitarians) Pescetarians 8.3% 1.0% 10 Kantar Worldpanel // Total in home and carried out consumption // 52 w/e November 2018
10.9bn meat/fish free main meals. 254 million more than last year % of savoury main meals featuring no meat or fish 39 38.6 38.6 38.5 38 37.7 An £9.6bn 37.5 37.1 market 37 36.5 36 52 w/e 28 Feb 16 52 w/e 26 Feb 17 52 w/e 25 Feb 18 52 w/e 24 Feb 19 KWP Usage: Total Savoury Foods / Total Main meals) 52 w/e February 2019
Integrally, flexitarians reflect the average population more than their vegetarian counterparts. A larger threat is emerging- a diet that is achievable for everyone? 100% Male 65+ 90% Male 55-64 Male 45-54 80% Male 35-44 Individuals Eating (% share) 70% Male 25-34 Male 16-24 60% Female 65+ Female 55-64 50% Female 45-54 40% Female 35-44 Female 25-34 30% Female 16-24 20% Child 10-15 Child 5-9 10% Child 4 and under 0% Total Individuals Flexitarians Vegetarian KWP UK Usage | Consumers reducing red meat consumption for health reasons |52 w/e to February 2018 12
Agenda The B word 1 Consumer Confidence Health as a driver of consumer choice 2 Health Drivers of growth include growing numbers of flexitarians 3 Fexi/vegetarians Head and tail winds 4 Macro trends shaping the future for vegetable consumption What next? A few thoughts on the future 5 13
Traditional meal centres are in decline and we are increasingly eating dishes Protein Centred Dishes Sandwiches 17% 45% 38% 19% in 2014 47% in 2014 36% in 2014 -6% -2% +7% Kantar Worldpanel Usage | Total Food | 52 w/e Aug 2018 vs Aug 2014 14
Ease not speed - double the size and trending but the average lunch/evening meal takes 23 minutes to prepare and cook % servings Quick to Easy to 20.5 13 prepare prepare 20 12.5 19.5 12 19 11.5 18.5 11 18 10.5 A MJ J A S OND J FMMAMJ J A S ONDJ J FMAMJ J A S ONDJ J FMAMJ J A S ONDDJ FMAMJ J A S ON A MJ J ASOND J FM MAMJ J ASOND J J FMAMJ J ASOND J J FMAMJ J ASONDD J FMAMJ J ASON 14 15 16 17 18 14 15 16 17 18 Total Food, IH/CO, 52 w/e November 2018 15
We’re least likely to eat vegetables when eating alone No. People Present Meal Occasions (% share) 1 Total Food Vegetables 2 3 4 Two People Present (ix.109) 5+ 0 5 10 15 20 25 30 35 40 Individual Meal Occasions Vert % Kantar| Worldpanel| Usage| 52 w/e 25 th March 2019| Evening Meal| Vegetable vs. Total Food| Meal 16 Occasions (% share)
We tend to take more time on our meals when vegetables are present Prep Time Meal Occasions (% share) 5 minutes or less Total Food 6-10 minutes Vegetables 11-20 minutes 21-30 minutes 31-40 minutes Average prep time: 41-50 minutes 39.5 minutes 51-60 minutes 61-90 minutes In comparison to total foods 33.4 minutes 91 minutes - 2 hours more than 2 hours 0 5 10 15 20 25 30 Individual Meal Occasions Vert % Kantar| Worldpanel| Usage| 52 w/e 25 th March 2019| Evening Meal| Vegetable vs. Total Food| Meal 17 Occasions (% share)
Agenda The B word 1 Consumer Confidence Health as a driver of consumer choice 2 Health Drivers of growth include growing numbers of 3 flexitarians Fexi/vegetarians Head and tail winds 4 Macro trends shaping the future for vegetable consumption What next? A few thoughts on the future 5 18
Veg challenges Veg reasons to be cheerful 5 a day – high awareness, an ambition for most British cuisine is moving from protein centric 1 1 – veg pushing against an open door to dish centric. Typically veg loses Eating rituals are leading to fragmented meals. Health is a driver of consumer choice. Veg wins 2 2 Eating alone. Veg loses Convenience is a hygiene factor. Time preparing food Growing numbers of flexitarians 3 3 is declining. Veg does less well at quick meals. Environmental awareness growing – veg scores well 4 Processed food is winning at the expense of 4 homecooked/homemade. A challenge for veg. 19
Recommend
More recommend
