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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

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

Aoife Wycherley

Supervisors

Mr Cathal Cowan (AFRC)

Dr. Mary McCarthy (UCC)

contents
Contents
  • Objectives
  • Speciality Food
  • British Speciality Food Market
  • Lifestyle Segmentation
  • FRL & Reduced FRL
  • Drivers of Demand
  • Speciality Orientated Segments
  • Further Analysis
objectives
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
speciality foods
Speciality Foods

=products outside the mainstream with special characteristics that differentiate them from standard foods

british speciality food market
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

lifestyle segmentation
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 bruns grunert mapp institute in denmark

Ways of

shopping

Purchasing

motives

Quality

aspects

Consumption

situations

Cooking

methods

FRL: The Concept(Brunsø & Grunert, MAPP Institute in Denmark)

Product

attributes

Values

food related lifestyle frl
Food Related Lifestyle (FRL)

= a measurement instrument that collects consumer information on attitudesandbehaviourto the purchase, preparationandconsumptionof food products

reduced frl rfrl questionnaire
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 food individual
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

6 frl segments
Speciality Orientated (77%):

Adventurous

Rational

Careless

Snacking

Not so Speciality Orientated (23%):

Uninvolved

Conservative

6 FRL Segments
adventurous consumer
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
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)
adventurous demographics
Adventurous: Demographics
  • Middle aged females
  • Living with spouse or partner
  • High level of education
  • High income group
rational consumer
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
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)
rational demographics
Rational: Demographics
  • Middle aged or older
  • Least likely to be working
  • Modest income
careless consumer
Careless Consumer
  • Uses travel as opportunity to try new foods
  • Enjoy the experience of speciality stores and farmers markets
  • Non-compliers
careless behaviour
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
Careless: Demographics
  • Young-middle agedmales
  • Employed full time
  • Modest income
snacking consumer
Snacking Consumer
  • Convenienceis paramount
  • Less interest in seeking variety
  • Less interest in trying & experimenting with new recipes e.g. foreign recipes
snacking behaviour
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
snacking demographic
Snacking: Demographic
  • Young males
  • Less likely to be well educated
  • Low income
further analysis
Further Analysis
  • Identify new speciality lifestyle segments
  • Profile these segments based on their attitudes andbehaviour regarding speciality food and also their demographics