PASSION POINTS THE FOODIE. THE FOODIE SEGMENTATION Base: All Adults 15+ Source: GB TGI 2015 SUPER KEEN FOODIES KEEN FOODIES FOODIES 9.6m 4.05m 1.4m 19%

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Presentation transcript:

PASSION POINTS THE FOODIE

THE FOODIE SEGMENTATION Base: All Adults 15+ Source: GB TGI 2015 SUPER KEEN FOODIES KEEN FOODIES FOODIES 9.6m 4.05m 1.4m 19% 8% 3% MARKET SIZE % OF GB POP

CREATING THE GROUPS Source: GB TGI 2015 Magazines Very Interested in: -Food & Drink -Cooking/Recipes Newspapers Very Interested in: -Food & Drink -Cooking/Recipes Word of Mouth Have a large amount of knowledge about: -Food & Dining Internet Regularly visit sites on: -Food, Cuisine Television Programme Types: -Usually Watch Food & Cookery Radio Programme TV Types: -I specially choose to listen to Food/Cookery shows FOODIES (AGREE WITH 2/8 STATEMENTS) KEEN FOODIES (AGREE WITH 4/8 STATEMENTS) SUPER KEEN FOODIES (AGREE WITH 6/8 STATEMENTS )

DEMOGRAPHIC PROFILE Base: All Adults 15+ Source: GB TGI 2015

MEDIA CONSUMPTION Newspapers Magazines Television Outdoor Media Cinema Radio Base: All Adults 15+ Source: GB TGI 2015

TOP MAGAZINES – BY INDEX FOODIESKEEN FOODIESSUPER KEEN FOODIES 1.Olive BBC Easy Cook Delicious Jamie Magazine BBC Good Food InStyle House & Garden Woman & Home Lonely Planet Livingetc Olive Delicious BBC Good Food Jamie Magazine Harper’s Bazaar BBC Easy Cook Wedding Vanity Fair420 9.Red House & Garden Olive Delicious882 3.Harper’s Bazaar BBC Good Food House & Garden Jamie Magazine Times Educational552 8.Waitrose522 9.Vogue Wedding 516 Base: All Adults 15+ Source: GB TGI 2015

TOP LIFESTYLE STATEMENTS TOP LIFESTYLE STATEMENTS ON TGIFOODIESKEEN FOODIESSUPER KEEN FOODIES %Index% % The kitchen is the most important room in my house 34%17036%18146%228 News on Food Influences my Dietary Habits 32%17635%19040%216 Newspaper supplements are really worth having 25%16629%19232%211 I can’t resist expensive perfume/aftershave 22%16225%18627%205 I like to go to trendy places to eat and drink 27%16130%17834%202 I am prepared to pay more for good quality wine 46%15354%17960%200 Magazines give me ideas on how to improve my home 48%16855%19057%199 Base: All Adults 15+ Source: GB TGI 2015

FOOD SHOPPING EXPENDITURE Base: All Adults 15+ Source: GB TGI 2015 SUPER KEEN FOODIES KEEN FOODIES FOODIES £107 £109 £111 ALL GB ADULTS £98 26% 31% 32%23% Average Spend in the last week % Heavy Shoppers