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Mintel & Oxygen Overview

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1 Mintel & Oxygen Overview
Consumers & Eating Out How is the current economic environment affecting consumer behaviour? How have consumers adapted their eating out habits? How is the market reacting to these changing needs? What are the emerging trends in the eating out market? Innovation within the market place? Mintel & Oxygen Overview

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3 Global Market Navigator
Mintel – Delivering Insights from Conception to Success New Products Gain inspiration for new concepts Trends Brainstorm ideas and explore new thinking Consumers Understand consumer drivers & attitudes Markets Identify new opportunities from other markets Product Performance Validate a product concept’s success IRIS Sales Data Global Market Navigator Mintel Inspire GNPD Mintel Oxygen 3

4 Oxygen: Explore Markets & Consumers
Expert Insight In-depth Market Reports Industry News Direct Consumer Data 4

5 Why would I be interested in Mintel Oxygen?
Answers burning questions impacting your customers’ marketspace Offers inspiring new perspectives to fuel practical business solutions Keeps you up-to-date with the latest insight Right Decisions at the Right Time

6 What do I get with Mintel Oxygen?
Consumer Trends Opportunities & risks Market data and forecasts Mintel Oxygen Brand analysis and advertising expenditure Product and Brand Innovation News & Commentary Company Profiles

7 How is the current economic environment affecting consumer behaviour?

8 Trading Down from Eating Out
Trading down from eating out to premium in-home foods, January 2009-October 2011 Toluna/Mintel internet users aged 16+

9 - Frequency of Eating Out
“Thinking about eating out at restaurants (excluding fast food outlets, cafes/coffee shops, and takeaways/home deliveries), which of the following best describes how often you have eaten out in the last three months?” GMI/Mintel 2,000 internet users aged 16+

10 - Eating Out Behaviour “We’d now like you think about how, if at all, your eating out habits (including takeaways/home deliveries) have changed from a year ago?” GMI/Mintel 1,853 internet users aged 16+ who have eaten out in the last three months

11 Demographic Differences
The most frequent out of home diners are ABs, those aged and those who live in London. Similar demographic composition increasing number of visits to restaurants or spend per visit in the last three months (eg 16-24s and those that live in London and/or South East/East Anglia.) Lapsed users (have eaten out but not in the last three months) tend to be aged 55-64, live in South West/Wales, C2DEs and those from one-person households. Those in the family lifestage are most likely to have reduced their expenditure on/number of visits to restaurants, increasing the pressure on mid-market restaurants.

12 How have consumers adapted their eating out habits?

13 Diners are prioritising value - not lowest cost
Base: 1,745 internet users aged 16+ who have eaten out in the last three months

14 Reliance on the Discount Culture

15 Dangers of discounting
27% wait for a voucher 38% of 24-34s Families Eroding Loyalty

16 25-34s looking for more sophisticated discount options
Uncomfortable with vouchers Often subscribe to restaurant mailing lists Often use online restaurant booking websites Discreet Promotion Mechanisms

17 Alternatives to Overt Discounting
Restaurants looking to target these (often older) consumers should look to strategies such as price bundling or added extras/added-value promotions Restaurants can hope to develop these diners’ bargain-hunting habits into a ‘treasure hunt’ mentality, providing a different route for them to move away from costly blanket promotions towards more targeted and financially more viable, tailored promotions. More likely to resonate strongly with consumers due to their exclusive nature.

18 Summary Diners are prioritising value for money, not lowest cost, reflected in the finding that more than half believe that you get what you pay for in restaurants. More than four in ten diners often use money-off vouchers, although nearly a third think that there’s usually a catch with them, highlighting that as such promotions have gained mainstream appeal, diners have also become more ‘savvy’ about them. Those aged are looking for less crass forms of price promotion than is offered by paper voucher print-outs Younger diners ‘programmed’ to look for deals/discounts

19 How is the market reacting to these changing needs?

20 Market Reactions Actively chasing footfall Lifestyle brands
Operators in the eating out market are actively trying to chase footfall with some established full-service brands extended into the fast casual area Due to the fact that so many brands now sell themselves on the principle of ‘value’, operators are turning to other markets such as music and cultural events, in order to promote themselves as ‘lifestyle brands’ to engage with consumers on other levels

21 Market Reactions Store redesigns Snack ranges
Store redesigns are increasingly common in the eating out industry as operators look to add points of interest, add to the sense of ‘experience’ for consumers when dining out as well as to further establish a sense of brand personality In an attempt to improve the flexibility of their menus, some operators are introducing snack ranges to appeal to varying meal occasions as well as differing budgets

22 What are the emerging trends and innovations in the eating out market?

23 New menu/product launches/trends
Increasing familiarity with ethnic food Steakhouse trends Vietnamese soup is now popular in big cities, having filtered down from specialists such as Pho to more mainstream operators There has been a rising number of steakhouses, rib shacks and American style BBQ venues entering the market in recent years

24 Ethnic Cuisine: Trends & Opportunities
Interest in global street food, May 2011 Mexican has made its mark Vietnamese increasingly popular Youngsters yearn for Caribbean Growth potential for North African Source: GMI/Mintel – Fast Casual Restaurants – UK, August 2011

25 New menu/product launches/trends
Trend for hot wraps continues Low-calorie menus rolled out McDonald’s launched a new range of wraps to its UK restaurant menus in June The launch is described as the “biggest new food launch in four years” as it joins the permanent menu, under the Deli Choices section. 37% of consumers claim low-calorie or low-fat is important when choosing a dish in a restaurant In summer 2011 Pizza Hut announced the launch of the Pizzetta pizzas, marketed as under 500 calories

26 New menu/product launches/trends
Superfood trend trickles down into the mass market All-day dining JD Wetherspoon’s summer 2011 menu included dishes such as three variants of superfood salad. Brands are tapping into the all-day dining market and consumers' continuing demand for convenience Proactive way to provide additional reasons to visit, by blurring the boundaries with other eating out market sectors Venues are diversifying into more specific meal occasions outside their traditional core offering (such as breakfast) in order to create additional revenue streams.

27 Your Challenge Flexible Products to enable customers to offer tier pricing or bundled options? Multi-use products and advice? All Day Options for different meal occasions beyond standard? Providing ‘real’ snacking & trading down solutions? Targeted Options to target key demographics differently? Customisation solutions and advice? Healthy or ‘natural’ offer? Menu How addressing interest in ethnic flavours? Strong US style BBQ or Steak house offer? Superfoods?

28 Oxygen Sources Pizza and Pasta Restaurants - UK - March 2012
Eating Out: The Decision Making Process - UK - December 2011 Fast Casual Restaurants - UK - August 2011 Eating Out Review - UK - July 2011

29 Next Steps htttp://portal.mintel.com Set up alerts and searches
Webinars Consumers and the Economic Outlook - March Upcoming Reports Pub Catering – May Menu Flavours – June Eating Out Review – July Attitudes towards Family Dining – August Talk to our analysts and your Account Director...

30 Stephen Walker UK Account Director
Mob


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