Home Cooking and Eating Habits: Global Survey Strategic Analysis

EXECUTIVE SUMMARY

Eating patterns

• Chart 1 Global: “On a typical day, at what time do you eat meals and snacks?”

Eating out versus eating in

Home cooking versus meal solutions

• Chart 2 Global: “On average, how often do you:”

Reasons for buying ready meals

• Chart 3 Global: “Why do you purchase ready meals versus preparing a meal from scratch?”

Outlook

RATIONALE AND CONTEXT

The survey

Economic context

• Table 1 Real GDP Growth by Country 2009-2011

Impact on eating habits

GLOBAL OVERVIEW

Eating in versus eating out

Eating out curtailed by recession

Brits dedicate highest share of spend to eating out

• Chart 4 Per Capita Consumer Expenditure on Eating Out Versus Eating In 2011

Eating patterns

Key findings:

More snacks, fewer meals

• Chart 5 By Country: “On a typical day, at what time do you eat meals?”

• Chart 6 By Country: “On a typical day, at what time do you eat snacks?”

The market for sweet and savoury snacks

Growth fuelled by innovation and grazing trend

Snacks get healthier

A new buyer for Pringles

• Table 2 Global Sales of Sweet and Savoury snacks, Incl Snack Bars 2006-2011

Home cooking versus meal solutions

Key findings:

Time is of the essence

• Chart 7 Single-person Households as % all Households 2011

Economy takes precedence in recession

TV programmes inspire creative cooking

• Chart 8 By Country: “On average, how often do you:”

Ready meals

Key findings:

A lack of basic cooking skills

Ready meals considered pricey – and unhealthy

• Chart 9 By Country: “Why do you purchase ready meals versus preparing a meal from scratch?”

The market for ready meals

• Table 3 Global Sales of Ready Meals and Cooking Sauces 2006-2011

BRAZIL

Eating patterns

Key findings:

Breakfast reduced to a snack

A tendency to eat late

• Chart 10 Brazil: “On a typical day, at what time do you eat meals and snacks?”

• Chart 11 Brazil: On a typical day, at what time do you eat meals?” by age

• Chart 12 Brazil: On a typical day, at what time do you eat snacks?” by age

Home cooking versus meal solutions

Key findings:

Competition from foodservice hots up as incomes rise

Working women need help

• Chart 13 Brazil: “On average, how often do you:”

• Chart 14 Brazil: “On average, how often do you:” by Gender

• Chart 15 Brazil: “On average, how often do you:” by Age

• Chart 16 Brazil: “On average, how often do you:” by household status

Ready meals

Key findings:

Ready meals considered convenient, but unhealthy

• Chart 17 Brazil: “Why do you purchase ready meals versus preparing a meal from scratch?” by gender

• Chart 18 Brazil: “Why do you purchase ready meals versus preparing a meal from scratch?” by Income

Trends in convenience foods

Triple digit growth for all categories

Consumers seek new flavours in cooking sauces

• Table 4 Brazil: Trends in Convenience Foods 2006/2011

CHINA

Eating patterns

Key findings:

Meal structures still rigid

Snacking on the increase

• Chart 19 China: “On a typical day, at what time do you eat meals and snacks?”

• Chart 20 China: On a typical day, at what time do you eat meals?” by age

• Chart 21 China: On a typical day, at what time do you eat snacks?” by age

Home cooking versus meal solutions

Key findings:

A tradition of eating out

Older relatives cook for the extended family

• Chart 22 China: “On average, how often do you:”

• Chart 23 China: “On average, how often do you:” by Gender

• Chart 24 China: “On average, how often do you:” by Age

• Chart 25 China: “On average, how often do you:” by household status

Ready meals

Key findings:

Lack of cooking skills among the young

• Chart 26 China: “Why do you purchase ready meals versus preparing a meal from scratch?” by gender

• Chart 27 China: “Why do you purchase ready meals versus preparing a meal from scratch?” by age

Trends in convenience foods

Healthier snacks in demand

Foreign cooking sauces become more popular

Ready meals still dominated by traditional congees

• Table 5 China: Sector Trends 2006/2011

FRANCE

Eating patterns

Key findings:

Traditional meal structures prevail...

... but lunch hours become shorter

Snacks limited to aperitif and goûter

• Chart 28 France: “On a typical day, at what time do you eat meals and snacks?”

• Chart 29 France: On a typical day, at what time do you eat meals?” by age

• Chart 30 France: On a typical day, at what time do you eat snacks?” by age

Home cooking versus meal solutions

Key findings:

The young less willing to cook

But interest in cookery remains high

• Chart 31 France: “On average, how often do you:”

• Chart 32 France: “On average, how often do you:” by Gender

• Chart 33 France: “On average, how often do you:” by Age

• Chart 34 France: “On average, how often do you:” by household status

Ready meals

Key findings:

Potential to target the young

• Chart 35 France: “Why do you purchase ready meals versus preparing a meal from scratch?” by gender

• Chart 36 France: “Why do you purchase ready meals versus preparing a meal from scratch?” by age

Trends in convenience foods

Ready meals driven by more convenient formats

Aperitif snacks benefit from cocooning trend

• Table 6 France: Sector Trends 2006/2011

GERMANY

Eating patterns

Key findings:

Meal times have become fragmented

• Chart 37 Germany: “On a typical day, at what time do you eat meals and snacks?”

• Chart 38 Germany: On a typical day, at what time do you eat meals?” by age

• Chart 39 Germany: On a typical day, at what time do you eat snacks?” by age

Home cooking versus meal solutions

Key findings:

Men and women prefer home cooking

House-sharers choose convenience

• Chart 40 Germany: “On average, how often do you:”

• Chart 41 Germany: “On average, how often do you:” by Gender

• Chart 42 Germany: “On average, how often do you:” by Age

• Chart 43 Germany: “On average, how often do you:” by household status

Ready meals

Key findings:

Ready meals considered less healthy and tasty

• Chart 44 Germany: “Why do you purchase ready meals versus preparing a meal from scratch?” by gender

• Chart 45 Germany: “Why do you purchase ready meals versus preparing a meal from scratch?” by employment status

Trends in convenience foods

Price promotions put pressure on value of ready meals

Snacks benefit from sports promotion and launch of healthier alternatives

• Table 7 Germany: Sector Trends 2006/2011

INDIA

Eating patterns

Key findings:

Late meals, with snacking in between

• Chart 46 India: “On a typical day, at what time do you eat meals and snacks?”

• Chart 47 India: On a typical day, at what time do you eat meals?” by age

• Chart 48 India: On a typical day, at what time do you eat snacks?” by age

Home cooking versus meal solutions

Key findings:

Fewer urban women are preparing meals at home

Fresh ingredients are preferred

Ready meals still the preserve of wealthy urbanites

• Chart 49 India: “On average, how often do you:”

• Chart 50 India: “On average, how often do you:” by Gender

• Chart 51 India: “On average, how often do you:” by Age

• Chart 52 India: “On average, how often do you:” by household status

Ready meals

Key findings:

Men lack cooking skills

• Chart 53 India: “Why do you purchase ready meals versus preparing a meal from scratch?” by gender

• Chart 54 India: “Why do you purchase ready meals versus preparing a meal from scratch?” by Income

Trends in convenience foods

Indian market still in early stages of development

Cooking pastes see growth in urban areas

Ready meals limited to major cities

• Table 8 India: Sector Trends 2006/2011

JAPAN

Eating patterns

Key findings:

Eating habits remain traditional

Consumers open up to international dishes

• Chart 55 Japan: “On a typical day, at what time do you eat meals and snacks?”

• Chart 56 Japan: On a typical day, at what time do you eat meals?” by age

• Chart 57 Japan: On a typical day, at what time do you eat snacks?” by age

Home cooking versus meal solutions

Key findings:

Culture of eating out remains strong

Single households fuel demand for cooking aids

• Chart 58 Japan: “On average, how often do you:”

• Chart 59 Japan: “On average, how often do you:” by Gender

• Chart 60 Japan: “On average, how often do you:” by Age

• Chart 61 Japan: “On average, how often do you:” by household status

Ready meals

Key findings:

Ready meals seen as good value

“Lunchbox men pose a threat to the prepared bento category

• Chart 62 Japan: “Why do you purchase ready meals versus preparing a meal from scratch?” by gender

• Chart 63 Japan: “Why do you purchase ready meals versus preparing a meal from scratch?” by age

Trends in convenience foods

Ready meals remain buoyant during recession

Earthquake disaster leads to rise in cocooning

Japan leads global market for cooking sauces

• Table 9 Japan: Sector Trends 2006/2011

UK

Eating patterns

Key findings:

Mealtimes become more fragmented

The lure of meal deals

A culture of grazing

• Chart 64 UK: “On a typical day, at what time do you eat meals and snacks?”

• Chart 65 UK: On a typical day, at what time do you eat meals?” by age

• Chart 66 UK: On a typical day, at what time do you eat snacks?” by age

Home cooking versus meal solutions

Key findings:

British are inspired by celebrity chefs

Diversifying into new cuisines

• Chart 67 UK: “On average, how often do you:”

• Chart 68 UK: “On average, how often do you:” by Gender

• Chart 69 UK: “On average, how often do you:” by Age

• Chart 70 UK: “On average, how often do you:” by household status

Ready meals

Key findings:

Young men most positive towards ready meals

• Chart 71 UK: “Why do you purchase ready meals versus preparing a meal from scratch?” by gender

• Chart 72 UK: “Why do you purchase ready meals versus preparing a meal from scratch?” by age

Trends in convenience foods

Ready meals market returns to growth in 2011

Snacking benefits from lifestyle changes

Cooking sauces focus on easy preparation

• Table 10 UK: Sector Trends 2006/2011

US

Eating patterns

Key findings:

Eating on the go replaces sit-down meals

Snacking popular at all times of the day

• Chart 73 US: “On a typical day, at what time do you eat meals and snacks?”

• Chart 74 US: On a typical day, at what time do you eat meals?” by age

• Chart 75 US: On a typical day, at what time do you eat snacks?” by age

Home cooking versus meal solutions

Key findings:

Achieving the right balance

• Chart 76 US: “On average, how often do you:”

• Chart 77 US: “On average, how often do you:” by Age

• Chart 78 US: “On average, how often do you:” by work status

• Chart 79 US: “On average, how often do you:” by household status

Ready meals

Key findings:

Motivations vary according to age

• Chart 80 US: “Why do you purchase ready meals versus preparing a meal from scratch?” by gender

• Chart 81 US: “Why do you purchase ready meals versus preparing a meal from scratch?” by age

The market for ready meals

Consumers seek out innovative snacks

Chilled ready meals provide growth in a mature market

• Table 11 US: Sector Trends 2006/2011

OUTLOOK AND IMPLICATIONS

Meal habits to become less structured

Flexibility will be key

Portable foods will be in greater demand

Marrying convenience with health

Food safety will remain paramount for the Chinese

Foodservice forced to adapt

Lack of cooking skills versus interest in hobby cooking

Economic uncertainty will continue to dampen confidence

Forecast market trends

Future looks bright for convenience foods

Middle classes to drive growth in emerging markets

• Table 12 Global Sales of Convenience Foods 2011-2016

APPENDIX

Methodology

Focus and design

Fielding and data cleaning

• Chart 82 Sample vs. Population 2011

Online sampling considerations

Survey questions