Food Related Lifestyle (FRL) Segments and Speciality Foods

Market in Great Britain

Aoife Wycherley

SupervisorsMr Cathal Cowan (AFRC)

Dr. Mary McCarthy (UCC)

Contents

Objectives Speciality Food British Speciality Food

Market Lifestyle Segmentation FRL & Reduced FRL Drivers of Demand Speciality Orientated

Segments Further Analysis

Objectives

1. To understand the degree to which the FRL segments identified in Britain are speciality orientated with regards their food attitudes and behaviours

2. To use a set of speciality statements to identify speciality lifestyle segments and then profile these consumer segments

Speciality Foods

=products outside the mainstream with special characteristics that differentiate them from standard foods

British Speciality Food Market

Why the British market?

British Speciality Food and Drink market is valued at

78% British population either buy or aspire to buying speciality food

€7.6bn

Lifestyle Segmentation

The products people purchase act as a representation of their lifestyle

Lifestyle segmentation is used to gather purchase-related information about consumers

Allows an insight into the types of products an individual has in their shopping basket

FRL: The Concept(Brunsø & Grunert, MAPP Institute in Denmark)

Productattributes Values

Ways ofshopping

Cookingmethods

Qualityaspects

Purchasingmotives

Consumptionsituations

Food Related Lifestyle (FRL)

= a measurement instrument that collects consumer information on attitudes and behaviour to the purchase,

preparation and consumption of food products

FRL Segments UK 2002

20%

14%

14%26%

17%9%

Snacking

Careless

Uninvolved

Rational

Adventurous

Conservative

Reduced FRL (RFRL) Questionnaire

Concept developed by de Boer et al.

Reduced number items in questionnaire

Used as comparison tool

Using 2002 FRL segments as base line

Drivers of Demand …Environment …Food …Individual

SpecialityFood

Income

Lifestyle

DiscerningSociety

Taste

Organic/NaturalProducts

SupportLocal

Producers

Health

QualitySaferFoods

Environmental ProductsAvailabilityTravel & Dining

Out

DecliningHousehold

Size Authenticity

ConvenientLocation

6 FRL Segments

Speciality Orientated (77%):

AdventurousRationalCarelessSnacking

Not so Speciality Orientated (23%):

UninvolvedConservative

Adventurous Consumer

Most speciality orientated segment

Product information is important

Seek variety in the foods they consume

Most likely to purchase organic foods and not mind paying a premium for them

Adventurous: Behaviour

Most frequent users of speciality foods

Spend the most

Most frequent purchasers of speciality foods from local producers

Use speciality foods regularly and as part of cooking (trad/ethnic)

Adventurous: Demographics

Middle aged females

Living with spouse or partner

High level of education

High income group

Rational Consumer

Most likely to consider themselves speciality consumers

Strong desire to impress others

Product info is important. Use advertising to help make better buying decisions

Rational: Behaviour

Frequent users of speciality foods

High spenders

Most frequent purchasers of speciality foods in speciality stores and delicatessens

Use speciality foods at weekends and for cooking (trad/ethnic)

Rational: Demographics

Middle aged or older

Least likely to be working

Modest income

Careless Consumer

Uses travel as opportunity to try new foods

Enjoy the experience of speciality stores and farmers markets

Non-compliers

Careless: Behaviour

Less frequent users of speciality foods

Medium spenders

Tend to shop for speciality foods at supermarkets, farmers markets and speciality stores

Use speciality foods for indulgence and cooking (trad/ethnic)

Careless: Demographics

Young-middle aged males

Employed full time

Modest income

Snacking Consumer

Convenience is paramount

Less interest in seeking variety

Less interest in trying & experimenting with new recipes e.g. foreign recipes

Snacking: Behaviour

Infrequent users

Low spend on speciality food

Use convenience stores and local producers to buy their speciality foods

Tend to use speciality foods at the weekends

Snacking: Demographic

Young males

Less likely to be well educated

Low income

Further Analysis

Identify new speciality lifestyle segments

Profile these segments based on their attitudes and behaviour regarding speciality food and also their demographics

Thank You