london | cambridge | birmingham | manchester

London | Cambridge | Birmingham | Manchester

brilliant brand thinking

3 yards in 3 seconds


3 seconds!


the average purchase decision time


70% of all packaged grocery sales take place in the multiples

18,000 different product lines across the multiples

80% of purchase decisions are made at point of sale


who. what. when. where. how. why.


1| knowledge


shopping

we do a main food shop every week and are likely to do it at one of the multiples

most working Mums do a

top-up shop every day

local, convenience/express stores are favoured for our daily shopping and ‘treats’

monthly shop of 10 years ago replaced by the weekly shop


we have the longest working hours in Europe

we spend longer travelling to work than we did 15 years ago

and we’re more mobile

we have more disposable income and enjoy more leisure pursuits than ever before

we have become a last minuteculture

we demand superlative value for time - 40% of consumers will spend money to save time

time


we have longer pub andclub opening hours

we can shop until we drop

we live lifeto the full

Sunday is the new Saturday

24/7

international trade &the Internet has blurred &

extended working hours


fast food

mid-week meals reduced to status of refuelling stop

75% of households own a microwave

we spend 15 minutes or less preparing mid-week main meals

meal preparation time reduced by 50% in last 10 years


slow food

at other times we want to savour food and the company of friends

the Sunday Roast has seena resurgence

mums see eating together at weekends as important family occasions

quick, quick,slow


no routine

buzz words - ‘desk dining’, ‘flexi eating’

are traditional mealtimes a thing of the past?

55% of consumers regularly miss out on proper meals ‘eating on the go’

meal times are being replaced by ‘mini meals’ or

constant snacking


new houses are being built without traditional kitchens

50% of 17-24 year olds can’t cook or won’t cook

we lack a strong cuisine culture

can’t cook


all change

by 2021, 1 in 5 of the population will be over 65

by 2010, 40% of households willbe single person households

friends are becoming the ‘new family’

lone parent households have trebled in the last 25 years to 23% of all households


‘for me’

we wantfood made ‘just for me’

we have different foods at different mealtimes we eat alone (37%)

or eat something different at the same time

we’re more individual


…and wants

we want maximum return on time

we want new experiences

we want healthier food

we want fresher, tastier food

we want better quality


2| insight


cash-rich, time-poor consumerswant easy choices


they want products ‘just for me’


rational

emotional

social

cultural

conscious

subconscious

function - what it does

how I feel using it

what my close social group think

its effect on my cultural identity


-8 -6 -4 -2 0 2 4 6 8 10 12 14 16MATERIAL SECURITY

PUBLIC IMAGE

STATUS

AMBITION

CREATIVITY

HONESTY

LIVE FOR TODAY

IN TUNE WITH NATURE

LEISURE

HAVING FUN

KNOWLEDGE

WISDOM

PLEASURE

ENJOYING LIFE

INDIVIDUALITY

% Change From 1997 to 2003 Source: Roper Starch WW 1997 & 2003 survey

changing consumer values



PUBLIC IMAGE

STATUS

AMBITION

CREATIVITY

HONESTY

LIVE FOR TODAY

IN TUNE WITH NATURE

LEISURE

HAVING FUN

KNOWLEDGE

WISDOM

PLEASURE

ENJOYING LIFE

INDIVIDUALITY




PUBLIC IMAGE

STATUS

AMBITION

CREATIVITY

HONESTY

LIVE FOR TODAY

IN TUNE WITH NATURE

LEISURE

HAVING FUN

KNOWLEDGE

WISDOM

PLEASURE

ENJOYING LIFE

INDIVIDUALITY


‘foodies’


TraditionalOrganics

Time Poor Cash Rich

HealthConscious

Foodies TypicalFamily

LessAffluentFamily

NewFamily

Traditional

Lads &Lasses

Economy

Quality Family

Budget


Sainsbury’s

Tesco

AGE

PERC

ENTA

GE

OF

POPU

LATI

ON

TGI CONSUMER PROFILES OF STORES: TESCO SAINSBURYS WAITROSE

Tesco

Waitrose

SOCIO

-ECON

OM

IC G

ROU

PS

‘foodies’

“passionate about food”“best cut”

“friends coming around for dinner”

“from scratch”

“wine to complement the meal”

“adventurous”

“exotic ingredients”

“fresh”

“shopping is the precursor to the main event – the meal”

“service when needed”

“planned shop”“efficient”

“list”


3| expression


gourmet


convenience


yum tum


playful


provocative


danger zone!


1| identify your audience2| understand their needs3| satisfy their desires


4| colour & form attract5| words communicate6| packaging is 3d not 2d


7| less is more8| think about the hierarchy9| assess through research

london | cambridge | birmingham | manchester

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