Identifying the Indulgence Consumer: Targeting strategies for self-indulgent food lovers

The report The Indulgence Consumer: Targeting strategies for self-indulgent food lovers seeks to identify the triggers for the purchase of premium, indulgent and gourmet foods. This report looks at self-indulgence, gourmet purchasing, entertaining in the home and eating out. It sizes the markets and analyses the opportunities that different types of purchase occasions deliver. Indulgence is the most important of the three main ways in which products are positioned. As a society, we increasingly look to our food and drinks to deliver a 'hit' or a benefit. In this case, it is pleasure. The explosion in indulgence can best be shown in the UK by the growth of private label gourmet ranges, by the increasingly diverse types of ethnic food now available and finally by the nation's love of cookery and TV chefs. This report approaches the issue of ""indulgence"" from a unique perspective. Based upon exclusive primary research, the consumer data collected is used to demonstrate the key patterns in consumption and purchase occasions. The Indulgent Consumer report unlocks the heart of the ‘indulgence’ purchasing decision.
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Identifying the Indulgence Consumer

Executive Summary
Introduction
The self-indulgent consumer
The gourmet consumer
Consumers entertaining at home
Consumers eating out
Conclusions

Chapter 1 Introduction

Chapter 2 The Self-Indulgent Consumer

Summary
Introduction
The self-indulgent consumer
How consumers treat themselves
How men and women treat themselves
Triggers for self-indulgence
Emotional drivers
Social change
Restaurants drive indulgence
Affluence and sophistication
Mainstreaming of self-indulgence
Retailer dynamics
Example: Tesco Finest
Opportunities in food and drinks for treats

Chapter 3 The Gourmet Consumer

Summary
Introduction
The gourmet consumer
Cosmopolitan consumers across Europe
Core specialty food and drinks shoppers
Non-core specialty shoppers
Research findings on tourists
Frequency and spend
Triggers for gourmet purchasing
Why consumers buy gourmet foods
Gourmet occasions
Retailer dynamics
Independent gourmet retailers across Europe
Gourmet opportunities in food and drinks

Chapter 4 Consumers Entertaining at Home

Summary
Introduction
The dynamics of parties across Europe
Frequency of entertaining
Size of the entertaining market
Party preparation
Time spend on food preparation
Spend on food
Spend on drinks
Entertaining opportunities in food and drinks

Chapter 5 Consumers Eating Out

Summary
Introduction
The out-of-home eater
Frequency of eating and drinking outside the home across Europe
Frequency of eating out
Frequency of drinking out in 2001
Favourite day for going out
Triggers for going out
Attitudes towards going out
Attitudes towards eating out in the evening:
Attitudes towards drinking out in the evening:
Dynamics of the foodservice sector across Europe
Opportunities outside the home across Europe

Chapter 6 Conclusions

Premiumisation goes mainstream
Premiumisation and convenience
Premiumisation and health
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Table 1.1: “How do you typically treat yourself (most important way)?” 8
Table 2.2: “How do you typically treat yourself (most important way)?” 19
Table 2.3: “Which of the following do you buy yourself as a treat?” 20
Table 2.4: Annual treating frequency of consumer groups, by category, compared to the population average, 2002 (% who use it as a treat) 21
Table 2.5: “Which of the following may be a motivation for self-treating” 22
Table 2.6: Stage of depression sufferers at first visit, 1999 23
Table 2.7: Average working hours for full-time employees and all in employment, 2001 24
Table 2.8: Number of foodservice meals served (profit sector) in the evening 1996—2006 25
Table 2.9: GDP at PPP per capita, €m at 2001 exchange rates, by country, 1996—2000 27
Table 2.10: Percentage of those in employment on temporary or short term contracts, by age, by country 27
Table 3.11: Core specialty food and drinks shoppers, Europe 2001 37
Table 3.12: Core specialty food and drinks shoppers’ buying behaviour, Europe 2001 41
Table 3.13: Specialty food and drinks sales (€bn) Europe, 20001 42
Table 3.14: Penetration of “fine” food specialty retailers, Europe 2001 45
Table 3.15: Independent specialty “fine” food retailers, Europe 2001 47
Table 4.16: Frequency of hosting gatherings in Europe, by size, all respondents 52
Table 4.17: Activity by size of gathering, all respondents 53
Table 4.18: Purchasing behaviour, by size of party, all respondents 53
Table 4.19: European spend on entertaining, 2001, €million 54
Table 4.20: Frequency of gathering related activities, by significant consumer group 55
Table 4.21: Time spent preparing food, by size of gathering, all respondents 56
Table 4.22: Entertaining retail spend on all food, 2001, by country, €million 57
Table 4.23: Entertaining retail spend on gourmet food, 2001, by country, €million 58
Table 4.24: Entertaining spend on take-away food, 2001, by country, €million 58
Table 4.25: Entertaining spend on retail drink, 2001, by country, €million 59
Table 5.26: Average number of times a person eats out per week (week versus weekend) in 2001 68
Table 5.27: Total number of evening drinking occasions 1996—2001 69
Table 5.28: Average number of times a person drinks out per week (week versus weekend) in 2001 70
Table 5.29: Eating out – consumer segmentation 2001 71
Table 5.30: Drinking out – consumer segmentation 2001 73
Table 5.31: Number of foodservice meals served (profit sector) in the evening 1996—2001 78
Table 5.32: Foodservice (profit sector) market value growth 1996—2001



Figure 1.1: “Why do you buy specialty food and drinks?” (% core specialty food and drinks shoppers) 9
Figure 1.2: Tendency to premiumise at gatherings, relative to the total market 11
Figure 1.3: Going out occasions and the development of “habitual consumption” 12
Figure 1.4: The three megatrends 16
Figure 2.5: Emergence of super-premium and mid-market 28
Figure 2.6: Opportunities in food and drinks for treats 31
Figure 3.7: “How did you become interested in specialty food and drink?” (% core specialty food and drink shoppers) 35
Figure 3.8: Responses to “I like to cook”, 1996, 1998 and 2000 36
Figure 3.9: “Why do you buy specialty food and drinks?” (% core specialty food and drinks shoppers) 43
Figure 3.10: “For what occasions do you buy specialty food and drinks?” (% core specialty food and drinks shoppers) 44
Figure 3.11: “Where do you purchase your specialty food and drinks from?” (% of core specialty food and drinks shoppers) 46
Figure 4.12: Frequency of hosting gathering, by size, all respondents 51
Figure 4.13: Tendency to premiumise at gatherings, relative to the total market 60
Figure 5.14: Going out occasions and the development of “habitual consumption” 66
Figure 5.15: Average number of times a person eats out per week (week versus weekend) in 2001 67
Figure 5.16: Average number of times a person drinks out per week (week versus weekend) in 2001 69
Figure 5.17: Eating out – consumer segmentation 2001 (% population) 71
Figure 5.18: Drinking out - consumer segmentation 2001 (% population) 72
Figure 5.19: Favourite day of the week to go out drinking 73
Figure 5.20: Consumer survey: the first and second most important reasons for going out to eat in the evening 75
Figure 5.21: Nando’s restaurant interior 76
Figure 6.22: Premium and convenience foods 83
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