Food Related Lifestyle (FRL) Segments and Speciality Foods Market in Great Britain
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Transcript Food Related Lifestyle (FRL) Segments and Speciality Foods Market in Great Britain
Food Related Lifestyle (FRL)
Segments and Speciality Foods
Market in Great Britain
Aoife Wycherley
Supervisors
Mr Cathal Cowan (AFRC)
Dr. Mary McCarthy (UCC)
Contents
Objectives
Speciality Food
British Speciality Food
Market
Lifestyle Segmentation
FRL & Reduced FRL
Drivers of Demand
Speciality Orientated
Segments
Further Analysis
Objectives
1.
To understand the degree to which the FRL
segments
identified
in
Britain
are
speciality orientated with regards their
food attitudes and behaviours
2.
To use a set of speciality statements to
identify speciality lifestyle segments
and then profile these consumer segments
Speciality Foods
=products outside the mainstream with
special characteristics that differentiate
them from standard foods
British Speciality Food Market
Why the British market?
British Speciality Food and Drink market is
valued at
€7.6bn
78% British population either buy or aspire to
buying speciality food
Lifestyle Segmentation
The products people purchase act as a
representation of their lifestyle
Lifestyle segmentation is used to gather
purchase-related information about
consumers
Allows an insight into the types of products
an individual has in their shopping basket
FRL: The Concept
(Brunsø & Grunert, MAPP Institute in Denmark)
Ways of
shopping
Product
attributes
Purchasing
motives
Quality
aspects
Cooking
methods
Values
Consumption
situations
Food Related Lifestyle (FRL)
= a measurement instrument that collects
consumer information on attitudes
and behaviour to the purchase,
preparation and consumption of
food products
FRL Segments UK 2002
9%
20%
17%
Snacking
Careless
Uninvolved
14%
26%
14%
Rational
Adventurous
Conservative
Reduced FRL (RFRL) Questionnaire
Concept developed by de Boer et al.
Reduced number items in questionnaire
Used as comparison tool
Using 2002 FRL segments as base line
Drivers of Demand
…Environment
Income
Discerning
Society
…Food
Organic/Natural
Products
Taste
Lifestyle
Declining
Household
Size
…Individual
Speciality
Food
Quality
Health
Safer
Foods
Support
Local
Authenticity
Producers
Environmental
Travel & Dining Convenient Availability
Products
Location
Out
6 FRL Segments
Speciality
Orientated (77%):
Adventurous
Rational
Careless
Snacking
Not so Speciality
Orientated (23%):
Uninvolved
Conservative
Adventurous Consumer
Most speciality orientated segment
Product information is important
Seek variety in the foods they consume
Most likely to purchase organic foods and
not mind paying a premium for them
Adventurous: Behaviour
Most frequent users of speciality foods
Spend the most
Most frequent purchasers of speciality foods from
local producers
Use speciality foods regularly and as part of
cooking (trad/ethnic)
Adventurous: Demographics
Middle aged females
Living with spouse or partner
High level of education
High income group
Rational Consumer
Most likely to consider themselves speciality
consumers
Strong desire to impress others
Product info is important. Use advertising to
help make better buying decisions
Rational: Behaviour
Frequent users of speciality foods
High spenders
Most frequent purchasers of speciality foods in
speciality stores and delicatessens
Use speciality foods at weekends and for cooking
(trad/ethnic)
Rational: Demographics
Middle aged or older
Least likely to be working
Modest income
Careless Consumer
Uses travel as opportunity to try new foods
Enjoy the experience of speciality stores and
farmers markets
Non-compliers
Careless: Behaviour
Less frequent users of speciality foods
Medium spenders
Tend to shop for speciality foods at supermarkets,
farmers markets and speciality stores
Use speciality foods for indulgence and cooking
(trad/ethnic)
Careless: Demographics
Young-middle aged males
Employed full time
Modest income
Snacking Consumer
Convenience is paramount
Less interest in seeking variety
Less interest in trying & experimenting with
new recipes e.g. foreign recipes
Snacking: Behaviour
Infrequent users
Low spend on speciality food
Use convenience stores and local producers to
buy their speciality foods
Tend to use speciality foods at the weekends
Snacking: Demographic
Young males
Less likely to be well educated
Low income
Further Analysis
Identify new speciality lifestyle segments
Profile these segments based on their
attitudes and behaviour regarding
speciality food and also their demographics
Thank You