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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

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Food Related Lifestyle (FRL) Segments and Speciality Foods Market in Great Britain

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  1. Food Related Lifestyle (FRL) Segments and Speciality Foods Market in Great Britain Aoife Wycherley Supervisors Mr Cathal Cowan (AFRC) Dr. Mary McCarthy (UCC)

  2. Contents • Objectives • Speciality Food • British Speciality Food Market • Lifestyle Segmentation • FRL & Reduced FRL • Drivers of Demand • Speciality Orientated Segments • Further Analysis

  3. Objectives • To understand the degree to which the FRL segments identified in Britain are speciality orientated with regards their food attitudesandbehaviours • To use a set of speciality statements to identify speciality lifestyle segmentsand then profile these consumer segments

  4. Speciality Foods =products outside the mainstream with special characteristics that differentiate them from standard foods

  5. British Speciality Food Market • Why the British market? • British Speciality Food and Drink market is valued at • 78% British population either buy or aspire to buying speciality food €7.6bn

  6. 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

  7. Ways of shopping Purchasing motives Quality aspects Consumption situations Cooking methods FRL: The Concept(Brunsø & Grunert, MAPP Institute in Denmark) Product attributes Values

  8. Food Related Lifestyle (FRL) = a measurement instrument that collects consumer information on attitudesandbehaviourto the purchase, preparationandconsumptionof food products

  9. FRL Segments UK 2002

  10. 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

  11. Drivers of Demand …Environment …Food …Individual Organic/Natural Products Discerning Society Income Health Taste Lifestyle Quality Speciality Food Safer Foods Declining Household Size Support Local Producers Authenticity Environmental Products Convenient Location Travel & Dining Out Availability

  12. Speciality Orientated (77%): Adventurous Rational Careless Snacking Not so Speciality Orientated (23%): Uninvolved Conservative 6 FRL Segments

  13. 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

  14. Adventurous: Behaviour • Most frequent users of specialityfoods • Spend the most • Most frequent purchasers of speciality foods from local producers • Use speciality foodsregularlyand as part of cooking (trad/ethnic)

  15. Adventurous: Demographics • Middle aged females • Living with spouse or partner • High level of education • High income group

  16. 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

  17. Rational: Behaviour • Frequent users of speciality foods • High spenders • Most frequent purchasers of speciality foods in speciality storesand delicatessens • Use speciality foods at weekendsand for cooking(trad/ethnic)

  18. Rational: Demographics • Middle aged or older • Least likely to be working • Modest income

  19. Careless Consumer • Uses travel as opportunity to try new foods • Enjoy the experience of speciality stores and farmers markets • Non-compliers

  20. 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)

  21. Careless: Demographics • Young-middle agedmales • Employed full time • Modest income

  22. Snacking Consumer • Convenienceis paramount • Less interest in seeking variety • Less interest in trying & experimenting with new recipes e.g. foreign recipes

  23. Snacking: Behaviour • Infrequent users • Low spend on speciality food • Use convenience stores andlocal producersto buy their speciality foods • Tend to use speciality foods at the weekends

  24. Snacking: Demographic • Young males • Less likely to be well educated • Low income

  25. Further Analysis • Identify new speciality lifestyle segments • Profile these segments based on their attitudes andbehaviour regarding speciality food and also their demographics

  26. Thank You

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