www.evolution-insights.com 1

The UK On-the-go Shopper Missions 2012 Sample Extract The on-the-go food and drink market. Essential

insight into shopper motivations and behaviours.

Evolution Insights Ltd Prospect House

32 Sovereign Street Leeds

LS1 4BJ Tel: 0113 389 1038

http://www.evolution-insights.com

Evolution Insights: Shopper Insight Series

Disclaimer

www.evolution-insights.com 2

Please note No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written consent of Evolution Insights Ltd. The content of this report is based on information gathered in good faith from both primary and secondary sources and is believed to be correct at the time of publication. Evolution Insights can however provide no guarantee regarding the accuracy of this content and therefore accepts no liability whatsoever for any actions taken that subsequently prove incorrect. © Evolution Insights Ltd 2012

• Evolution offer a range of products & services for clients in the field of shopper research:-

• Off-the-shelf research

– Evolution’s off the shelf research publications deliver affordable insight into shopper motivation and behaviours in UK food, drink and grocery

• Insight Plus

– Insight Plus offers your business the opportunity to engage in any of our regular shopper research projects in advance of publication, tailoring the scope to suit your needs

• Bespoke Consulting

– As publishers of research, we are able to draw upon a wealth of existing proprietary data for consulting projects – helping to better inform and shape any further research requirements.

Evolution is a leading research consultancy specialising in shopper motivation and behaviour. We deliver off-the-shelf, tailored and bespoke research for manufacturers, retailers and agencies.

Further information is available at our website http://www.evolution-insights.com

Visit and sign up for Shopper Trend Report, our free quarterly newsletter offering analysis and commentary on topical issues

About Evolution Insights

3

As a leading publisher of shopper research, we are ideally placed to offer your business actionable shopper insight.

Our research and analysis helps clients develop targeted shopper marketing initiatives designed to influence shoppers at the point of purchase.

We use a range of research methodologies to discover genuine insights. Our research incorporates a broad spectrum of robust qualitative and quantitative research techniques.

www.evolution-insights.com

Contents

www.evolution-insights.com 4

Figures and graphs 6

Key findings and executive summary 10

The on-the-go shopper missions: definition 15 Shopper missions 16 The on-the-go shopper missions 17 Grouping of retailers 18 Symbols 19

Retailer propositions 20 Tesco 21 Sainsbury’s 22 Morrisons 23 Waitrose 24 Marks & Spencer 25 Boots 26 The upsurge of the coffee shop 27

The on-the-go shopper missions: Overview of all missions

28

Introduction 29 Penetration 30 Frequency 32 Time of day 33 Channel 34 Drinks bought 35 Drivers of item choice 36 Items considered but not purchased 37 Barriers to purchase 38 Spend 39

The breakfast on-the-go shopper mission 40 Introduction 41 Penetration 42 Time of purchase 43 Day of week 44 Chanel share 45 Categories choice 46 Drinks 47 Spend 48

The breakfast on-the-go shopper mission: mission context

49

Mission drivers 50 Circumstances 51

The breakfast on-the-go shopper mission: motivations and behaviours

52

Drivers of store choice 53 Drivers of item choice 54 Barriers to purchase 55 Items considered but not bought 56 Modality 57 Summary 58

The lunch on-the-go shopper mission 59 Introduction 60 Penetration 61 Time of day 62 Day of week 63 Channel share 64 Retailer share of most recent visit

65

Contents

www.evolution-insights.com 5

Drinks 92

Spend 93

Sharing 94

The snacking on-the-go shopper mission: shopper motivations and behaviours

95

Circumstances 96

Drivers of store choice 97

Drivers of item choice 98

Barriers to purchased 99

Items considered but not purchased 100

Modality 104

Summary 105

Methodology 106

Glossary 109

Category choice 66 Drinks 67 Spend 68

The lunch on-the-go shopper mission: mission context

69

Circumstances 70 Working day 71 Items brought from home 72 Items bought by people who brought items from home

73

The lunch on-the-go shopper mission: shopper motivations and behaviours

74

Drivers of store choice 75 Drivers of item choice 76 Barriers to purchase 77 Items considered but not bought 78 Considered items 79 Modality 81 Summary 82

The snacking on-the-go shopper mission 83 Introduction 84 Penetration 86 Time of day 87 Day of week 88 Channel share 89 Retailer share of most recent visit 90 Category choice

91

Figures and graphs

www.evolution-insights.com 6

Figures and graphs

Page Type Title

30 Graph Penetration of regular on-the-go shoppers 30 Graph Demographics of regular on-the-go shoppers 31 Graph Penetration of the different on-the-go shopper missions as a proportion of the UK population 32 Graph Frequency of on-the-go missions during the week 33 Figure Time of day of on-the-go missions 34 Graph Channel share of on-the-go missions 35 Figure Drinks bought with on-the-go missions 36 Figure Drivers of item choice for on-the-go missions 37 Figure Items considered but not purchased on on-the-go missions 38 Graph Barriers to purchase for on-the-go missions 39 Figure Spend by on-the-go missions 42 Graph Proportion of the population that buy breakfast on-the-go at least once a week 42 Graph Demographic breakdown of shoppers who buy breakfast on-the-go at least once a week 43 Figure Time of day for breakfast on-the-go 44 Graph Day of week for breakfast on-the-go 45 Graph Channel share for breakfast on-the-go 46 Graph Categories shopped for breakfast on-the-go 47 Graph Drinks bought with breakfast on-the-go 48 Graph Spend on breakfast on-the-go 50 Graph Mission drivers for breakfast on-the-go 51 Figure Circumstances for breakfast on-the-go 53 Figure Drivers of store choice for breakfast on-the-go 54 Figure Drivers of item choice for breakfast on-the-go 55 Graph Barriers to purchase for breakfast on-the-go 56 Figure Items caught but not bought for breakfast on-the-go 57 Graph Modality for breakfast on-the-go 61 Graph Proportion of population that buy lunch on-the-go at least once a week. 61 Graph Demographic breakdown of shoppers who buy lunch on-the-go at least once a week

Figures and graphs

62 Figure Time of day for lunch on-the-go 63 Graph Day of week for lunch on-the-go 64 Graph Channel share for lunch on-the-go 65 Figure Retailer share for lunch on-the-go 66 Graph Categories shopped for lunch on-the-go 67 Graph Drinks bought with lunch on-the-go 68 Graph Spend on lunch on-the-go 70 Figure Circumstances for lunch on-the-go 71 Figure Working day 72 Figure Items brought from home 73 Figure Items bought by shoppers who bring items from home 74 Figure Drivers of store choice for lunch on-the-go 75 Figure Drivers of item choice for lunch on-the-go 77 Graph Barriers to purchase for lunch on-the-go 78 Figure Items considered but not bought for lunch on-the-go 79 Figure Considered items for lunch on-the-go 80 Figure Considered items for lunch on-the-go 81 Graph Modality for lunch on-the-go 86 Graph Proportion of population that buy snacks on-the-go at least once a week. 86 Graph Demographic breakdown of shoppers who buy snacks on-the-go at least once a week 87 Figure Time of day for snacking on-the-go 88 Graph Day of week for snacking on-the-go 89 Graph Channel share for snacking on-the-go 90 Figure Retailer share for snacking on-the-go 91 Graph Categories shopped for snacking on-the-go 92 Graph Drinks bought with snacking on-the-go 93 Graph Spend on snacking on-the-go 94 Figure Sharing 96 Figure Circumstances for snacking on-the-go 97 Figure Drivers of store choice for snacking on-the-go

Figures and graphs

98 Figure Drivers of item choice for snacking on-the-go 99 Graph Barriers to purchase for snacking on-the-go 100 Figure Items considered but not purchased for snacking on-the-go 101 Figure Items considered but not purchased for snacking on-the-go 102 Figure Items considered but not purchased for snacking on-the-go 103 Figure Items considered but not purchased for snacking on-the-go 104 Graph Modality for snacking on-the-go

The on-the-go shopper missions:

definition

www.evolution-insights.com 10

The on-the-go shopper missions: definition – Groupings of retailers

www.evolution-insights.com 11

Supermarket Fast Food Restaurant

Coffee Shop

Bakery

High Street Retailer

Convenience store

Independents Newsagent Corner shop

Sandwich shop

The on-the-go shopper missions: definition – Symbols

www.evolution-insights.com 12

Throughout this report we use different pictures and symbols to make it easier to see which mission we are talking about and how the data on the page has been collected.

These symbols appear in the bottom right hand corner and represent:

Breakfast on-the-go Lunch on-the-go Snacking on-the-go

These symbols appear in the top right hand corner and represent data gathered through:

Diaries Quantitative survey Focus Groups Snapshot survey

Retailer propositions – The upsurge of the coffee shop

Reckitt Benckiser Online Research Summer 2012

Although traditionally a breakfast drink, coffee’s popularity has grown rapidly in recent years as more and more shoppers

become addicted to their caffeinated beverages. Instead of a morning wake up drink coffee is now consumed throughout

the day as peoples lifestyles are changing. Coffee is now part of breakfast, lunch and snacking on-the-go. To match

consumers demands coffee shops are now open from 6am through to late evening to ensure that they can fulfil the needs

of all the missions. Britain has over 14,000 coffee shops delivering £5billion worth of sales and the market keeps

growing at 12% per year.

1,300

650

420

240

Number of stores in the UK

The on-the-go shopper missions: overview of all missions – Penetration (2)

www.evolution-insights.com 14

Penetration of the different on-the-go shopper missions as a proportion of the UK population

24

56 54

0

10

20

30

40

50

60

70

Breakfast Lunch Snacking (food and/or drinkconsumed between meals)

%

4% 5%

5%

Both breakfast on-the-go and lunch on-the-go have grown slightly on last year. It is important to note that this relates to number of people who do this mission at least once a

week and not the amount spent.

The breakfast on-the-go shopper mission – Time of purchase

www.evolution-insights.com 15

99% of breakfast on the go shoppers buy their breakfast between 6am and 10am, with over a third purchasing between 8 and 9am. 81% eat within 30 minutes and 93% eat within an hour of purchase.

17%

19%

35%

28%

a.m

p.m

5%

The breakfast on-the-go shopper mission: shopper motivations and behaviours – Modality

www.evolution-insights.com 16

41

35

19

1

3

0 10 20 30 40 50

I knew exactly what I wanted inadvance

I knew the type of items I wanted

I had a good idea of what types ofitems I wanted in advance but

considered my options

I had a rough idea of the items Iwanted but was swayed by

offers/displays

I had no idea of what I wanted

%

Typical planning behaviour before/during a breakfast on-the-go shopping trip

Breakfast on-the-go purchases are the most planned of all of

the on-the-go missions. Shoppers are more likely to be

pressed for time in the morning so need to be more planned. Also the range of traditional

breakfast on-the-go items are more limited than the other

missions.

Methodology

17 www.evolution-insights.com

Secondary and desk research

Preliminary quantitative survey

Qualitative focus group

Main quantitative survey

Diaries Insights

• Evolution carried out a preliminary survey of around 100 shoppers to test questions for the main survey.

• Detailed secondary and desk research is conducted to define the topic area, macro drivers and trends, scope and examples within the research topic.

• Initial insights gained are used to help further design the main survey.

• A focus group provided a wider picture of the topics to cover during the quantitative stage of research

• A main survey is completed by at least 1,022 UK adults who are the primary household shopper for food & grocery.

• 100 participants completed two weeks of diaries recording all of their on-the-go purchases.

• Comprehensive and detailed assessment of all the data received was then used to uncover insights.

• Throughout this process, primary research was supported by secondary research drawing on Evolution’s proprietary databases, national statistics, news and industry resources.

Methodology

www.evolution-insights.com 18

Evolution’s methodology

Methodology: quantitative research - survey

www.evolution-insights.com 19

Barriers to purchase

Circumstance

Spend

Category driver

Category choice

Channel Drivers

Channel choice

Frequency of mission

Demographic profiling

General topics of questions in quantitative survey

• Detailed shopper insights were gained from a survey of 1,022 primary shoppers. The samples were fully representative of the UK population.

• The survey contained 41 questions relating to topics outlined to the left – in addition to standard demographic profiling questions

• The questions were designed to give maximum insight into shopper’s motivation and behaviour

• The survey was carried out during the week commencing 8th October 2012.

Glossary

20 www.evolution-insights.com

Glossary

www.evolution-insights.com 21

ABC1C2DE – Socio demographic profile using job type (if applicable). Above the line (ATL) – Advertising using the main 5 media types of television, press, radio, cinema, and posters to promote brands. Barker – small POS material found at the fixture Below the line (BTL) – Advertising using non-media communication. Typically sales promotions as short-term incentives, largely aimed at consumers in-store. Big Four – The largest four grocer retailers in the UK by market share. BOGOF – Buy one get one free. Breakfast on-the-go - Food and/or drink at breakfast time, outside the home. Category driver – key influences driving the growth of any given category Category penetration – The proportion of shoppers within a given segment, who purchase a category within a stated period. Channel – Retail distribution type for example supermarket, c-store, CTN Circumstances – The circumstances of the shopper when they undertake their shop Consumption mindset – The mindset of the shopper relating to the actual consumption of the products they are considering purchasing. C-store – A convenience store format, typically less than 3,000 sq ft in size with longer opening hours and more limited range of products. Evolution include multiple c-stores, the Co-Op, symbol groups and independents within c-stores. CTN – Confectionery, Tobacconist and Newsagent Debit credit – Shopper mind-set relating to offsetting / justifying indulgence with health Demographic – Characteristics of the population (including sex, race, age and income). Digital media – digital marketing medium for example social media, mobile, digital signage. Evening meal on-the-go - Food and/or drink at dinner time outside the home. FMCG – Fast moving consumer goods, often used to refer to a manufacturer. Food and grocery - Foodstuffs and various household supplies Food to go – see on-the-go Forecourt – Petrol filling station store Gondola end - The promotional position at the end of a main aisle. Impulse – A sudden wish or urge that prompts an unplanned act or feeling. Lunchtime on-the-go - Food and/or drink at lunchtime outside the home. This includes items purchased for immediate consumption back at the workplace Main shop shopper mission - Main household shops, usually planned covering most categories. Often at weekend.

Mental budget - An often subconscious budget most shoppers possess before and during a shopping trip, which influences overall and individual item spend. Mid cap – A promotional position in the middle of a main aisle, usually identified by a different use of shelving. Mission context – Drivers of mission that influence e.g. circumstances, store choice Modality – The way a shopper behaves in-store Multi-buy – A promotional activity that requires purchasing of more than one product. Multiple c-stores – A convenience store format of one of the Big Four retailers. NPD – New product development Off shelf display - Promotional activity of a product not at the main fixture. On-the-go – Buying any food and/or drink for immediate consumption, i.e. outside the home PFS – Petrol filling station POP – Point of purchase POS Material– Marketing communications at the point of sale. Purpose – The reason for the shopping mission. Shopper context – Profile of shopper e.g. modality, situational, traits, demographic. Shopper marketing – Any marketing activity aimed at the shopper throughout their path to purchase. Shopper mission – the reason/purpose of the shopping trip from the shopper’s perspective. Snacking on-the-go - Food and/or drink between meal times outside the home. Store penetration - The proportion of shoppers within a given segment, visiting a store within a stated period Supermarkets– A retail store stocking food and grocery. Stores range from small supermarkets (for example Lidl, Iceland), to large supermarkets (also known as superstores for example Tesco, Morrisons). Supermarkets exclude c-stores formats. Superstore - A very large supermarket that stocks highly diversified merchandise, including groceries and non food items. Symbol group stores – Independently owned stores under a common branded fascia, as a member of a larger organisation. For example SPAR, Budgens and Londis. Top-up - A shopping mission to buy food and grocery for the home in between the main household shop. It excludes food and drink on-the-go, newsagent products and takeaways.

Contact us

Evolution Insights Ltd

Prospect House 32 Sovereign Street

Leeds LS1 4BJ

Telephone: 0113 336 6035

e-mail: enquiries@evolution-insights.com

Web: http://www.evolution-insights.com

Company No. 07006001

Country of Incorporation: United Kingdom

© Evolution Insights Ltd. All rights reserved 22