Out Of Home Breakfast Research February 2010
Contents Background to Study 2 Breakfast Today 8 Page General Breakfast Behaviour 14 When, Where, Who, How? 20 What s on the Menu for Breakfast? 30 Sizing the Prize 40 Hot Beverages Out of Home 43 Breakfast and Mid-Morning Snack Overlap Mid-Morning Snack/Elevenses 53 Mid-Morning Snack/Elevenses Menu 59 Mid-Morning Snack/Elevenses Sizing the Prize Other Meals in Brief 64 47 62 1
Background to Study 2
Why We Did It This research was undertaken to explore the out of home dining market, with a specific emphasis on the breakfast occasion. Key objectives of the research are as follows: Understand the size of the out of home market for key meal times value and incidence. Profile where consumers are choosing to eat various day parts. Develop key target segments to various day parts. Delve into the dynamics of these occasions what they eat, with whom etc. Establish the attractiveness of various destinations for out of home dining Explore the potential for further development of the coffee platform. Overall, to provide direction and identify opportunities for out of home breakfast dining for Bord Bia s client companies. 3
How We Did It This study was conducted on behalf of Bord Bia by using an online methodology: N= 1,500 consumers aged 18-55 were included in the sample. This was nationally representative in terms of sex, age, social class & region it included, n = 838 monthly+ out of home breakfast consumers n = 922 monthly+ morning snack/elevenses out of home consumers n = 1,116 lunch, n = 879 dinner, n = 851 afternoon snack; n = 682 late night snack consumers out of home. Fieldwork dates: 29 th January 5 th February 2010. Fieldwork was staggered to ensure adequate coverage of all days of the week 4
Sample Profile - I (Base: Total Sample, n=1,500) Gender Age Region Social Grade Work Status Male 18-24 25-34 Dublin Rest of Leinster AB C1 C2 Full time Work Part time Work 63% Female 35-44 Munster DE Not working 45-55 Conn/ Ulster F House duties Refused Sample structure in line with national population structure 5
Sample Profile - II (Base: Total Sample, n=1,500) Dependent Children Marital Status Living Status Where do you live? Where do You work? Yes Married Rented Accommodation Urban Urban Single Own home With mortgage No Co-habiting Separated/ Widowed/ Divorced Refused At home with parents Own home No mortgage State Supported Refused Rural Rural 6
Lifestage Segments (Base: Total Sample, n=1,500) Young & Free 18-34, No kids No mortgage Early Settlers 18-34, Mortgage, No Kids Early Settlers Young Jugglers Young Jugglers Kids, Oldest 0-6 years Young & Free Est. Families Mid Age, No Kids 35-55 Kids, No dependents Mid Age, No Kids Mature Families Mature Families Oldest Child 16+ Lifestages provide a useful lens for exploring behaviour Established Families Oldest kids 7-15 years 7
Breakfast Today 8
Headlines Almost 2 million 18-55 year olds had breakfast this morning 300k of these had breakfast out of home. Key out of home breakfast group are 25-34, ABC1, working males. Average out of home breakfast frequency among 18-55 year olds is once per week. Key drivers of outlet choice for breakfast are convenience, value and specific menu items. 9
Breakfast Incidence (Base: Total Sample, n=1,500) Did You Have Breakfast This Morning? No (403,792) And Did You Have Breakfast At Home Or Outside Of Your Home Today? (Base: All Breakfast Consumers Today, n=1,234) Outside of Home (295,718) (12% of total 18-55s) 15% 85% Yes (1,971,456) % Ate Breakfast 18-24 78% 25-34 82% 35-44 83% 45-55 89% At home (1,675,738) (71% of total 18-55 s) ( ): Population numbers based on CSO estimates 2009, 18-55 years Over 8 in 10 had breakfast on the morning of interview, of these only 1 in 7 had breakfast out of home. % Out of Home 18-24 15% 25-34 20% 35-44 13% 45-55 10% 10
Breakfast Consumption & Location By Weekday Vs Weekend (Base: Total Sample, n=1,500) Weekday (Mon Fri) (n=1,398) Weekend (Sat/Sun) (n=107) No No Did You Have Breakfast This Morning? 78% 22% Yes Yes (n=1,193) At home (n=70)* At home Did You Have Breakfast At Home Or Outside Of Home? (Base: All Ate Breakfast) 83% 17% No significant difference Out of home between weekday and weekend Out of on home whether having breakfast in or out of home * Small Base 11
Profile Of At Home Vs Out Of Home Breakfast Consumers (Base: All Having Breakfast this Morning, n=1,234) Gender Age: Region Social Grade Breakfast At Home Today (n=1,047) Breakfast Out Of Home Today (n=187) Male 48% 59% Female 52% 41% 18-24 26% 25% 25-34 30% 41% 35-44 28% 24% 45+ 16% 10% Dublin 28% 30% ROL 26% 28% Munster 28% 26% Conn/Ulster 19% 15% AB 14% 14% C1 25% 42% C2 22% 27% DE 27% 13% F 11% 4% *11 *14 At Home 25-34, C1, males confirmed as key out of home breakfast consumers. Difference *6 4 4 1 2 = Out of Home 2 2 5 11* 11* 17* *7 (*Significant at 95%) 12
Profile Of At Home Vs Out Of Home Breakfast Consumers (Base: All Having Breakfast this Morning, n=1,234) Dep Kids Lifestage Work Status Live? Work? Breakfast At Home Today (n=1,047) Breakfast Out Of Home Today (n=187) Yes 48% 32% No 52% 68% Young & Free 36% 41% Early Settlers 4% 11% Young Jugglers 14% 11% Est Families 24% 16% Mat Family 10% 5% Empty nesters 12% 16% Full time 36% 66% Part time 25% 9% Urban 59% 66% Rural 41% 34% Urban 77% 84% *16 *16 Rural 23% 16% *7 *8 Difference At Home *5 *7 3 Out of Home Out of home breakfast consumers this morning are urban work based adults. 5 4 7* 7* 7* 16* (*Significant at 95%) 30* 13
General Breakfast Behaviour 14
Out Of Home Mealtime Frequency (Base: All 18-55, n=1,500) Never Less Often 4-6 Months Every 2-3 Months Once A Month Every 2-3 Weeks Once A Week 2-3 Times A Week 4-6 Times A Week Every- Day Average Times Per % Weekly+ Week Breakfast 37% 1.0 Morning Snack 51% 1.5 Lunch 55% 1.8 Afternoon Snack 40% 1.2 Evening Meal 28% 0.8 Late Night Snack/Meal 23% Lunch is the most frequent out of home meal time, breakfast is bought out of home on average once a week among this target group 0.4 15
Out Of Home Breakfast Location Experience (Base: All Monthly+ Out of Home Breakfast Consumer, n=838) Regular Consider Regular Consider Sandwich bar/café Work canteen Deli/Bakery Fast food outlet Cafeteria Specialist coffee shop Garage forecourt Fast food drivethru Formal restaurant Pizza restaurant Local chip shop Convenience store Pub/hotel Ethnic restaurant (Chinese/Indian) Other Supermarket Sandwich Bars and Café s the most frequently used channels for breakfast, but this sector is fragmented and may be difficult for client companies to target efficiently 16
Last Breakfast Out Of Home (Base: All Monthly + Out Of Home Breakfast Consumers, n=1,040) Last Occasion Channel Supermarket Sandwich Bar/Café Convenience Store Work Canteen Local sandwich shop 40% Other sandwich shop 32% O Briens 10% Subway 9% Bagel Factory 7% (n=204) Garage Forecourt Deli/bakery Cafeteria Specialist Coffee Shop Hotel/ Pub Fast food Outlet Spar 37% Centra 30% Londis 15% Other Store 12% Mace 7% (n=66) Other coffee shop 54% Insomnia 14% Starbucks 10% Costa Coffee 10% Bewleys 7% West Coast Coffee 2% Café Mocha 2% (n=90) McDonald's 72% SuperMacs 8% Burger King 9% Eddie Rockets 3% Other 8% (n=64) Forecourts and convenience stores and important channel for breakfast (16%) 17
Out Of Home Breakfast Experience Some Key Channels (Base: Monthly+ Out of Home Breakfast Consumer, n=838) Sandwich Bar/ Café Specialist Coffee Shop Convenience Store Last Occasion 17% 8% 5% 57% 53% 46% Regular 29% 15% 12% 55% 48% 43% Consideration 53% 32% 28% With a large number of those choosing a channel regularly also shopping there most often there is evidence of routine buying 18
Drivers Of Outlet Choice Out Of Home Breakfast (Base: Monthly+ Out of Home Breakfast Consumer, n=838) Monthly + Breakfast OOH Affordable/good value Conveniently located Tasty options on menu Speed of service Opening times that suit Offers healthy choices Does great coffee Is well known for breakfast On way to work/college Fresh produce available Comfortable convenient Nutritious options available Does juice and smoothies Breakfast OOH Weekly+ 44% 34% 26% 14% 12% 11% 9% 10% 11% 8% 6% 3% 2% Convenience and value dominate - unsurprising given the preponderance of workers having out of home breakfast and the current market environment. 19
When, Where, Who, How? 20
Headlines 7 in 10 have breakfast before 9am on weekdays, compared to only 13% on weekends. Most breakfast diners display highly routinised behaviour regarding mid-week breakfast. Only 4 in 10 have the luxury of a relaxing breakfast, most have to rush! 21
Breakfast Consumption By Days Of Week (Base: Monthly+ Home Breakfast Consumers, n=1,388) On Which Days Of The Week Do You Tend To Eat Breakfast At Home? (Base: All Monthly+ Out of Home Breakfast Consumers, n=838) On Which Days Of The Week Do You Tend To Eat Breakfast Outside The Home? Monday Tuesday Wednesday Thursday Friday Saturday Sunday Weekday Weekend Monday Tuesday Wednesday Thursday Friday Saturday Sunday Weekday Weekend Small gravitation to outside home breakfast consumption toward end of the working week a corresponding decrease occurring for at home consumption. 22
Out Of Home Breakfast Routine (Base: Monthly+ Out of Home Breakfast Consumers, n=838) Don t Know (27,552) Part Of Midweek Routine (454,622) Occasional (611,248) Part Of Weekend Routine (243,199) ( ): Population numbers based on CSO estimates 2009, 18-55 years Almost half a million 18-55 year olds report that breakfast consumption out of home is part of a midweek routine. Infiltrating this routine is key> Loyalty programmes, Buy 6 get one free etc 23
Location Of Breakfast Consumption (Base: Monthly+ Out of Home Breakfast Consumer, n=838) Eat Breakfast On Regular Weekday Total Out Of Home Monthly+ (n=838) Eat Breakfast On Weekends/Days Off Total Out Of Home Monthly+ (n=838) Place I bought it in Place I bought it in 65% Place of work Place of work 13% In car/public transport In car/public transport 13% On the go On the go 9% At home Don t eat breakfast out of home on these days At home Don t eat breakfast out of home on these days 8% 6% Only half sit-in for breakfast mid-week, while 2 in 3 do so at weekends. 24
Breakfast Consumption Time By Weekday Vs Weekend (Base: All Monthly+ In Home/Out Of Home Breakfast Consumers, n=1,420) Typical Weekday (n=1,420) Typical Weekend (n=1,420) After 10am Varies Before 7am After 12pm Varies Before 8am 8-9am 9-10am 11am- 12pm 7-8am 9-10am 8-9am 10-11am Needless to say breakfast is bought later at weekends 25
Who had breakfast with. Out of Home (Base: Monthly+ Out of Home Breakfast Consumers, n=838) Group of friends Close Friend Alone Work Colleague Children/Other Family Spouse or Partner Families more evident at weekends Spouse/Partner 34% (+13) Children/Other Family 18% (+4) 27
Who Had Breakfast With By Weekday Vs Weekend (Base: Monthly+ Out of Home Breakfast Consumer, n=838) Weekday Weekend Difference Weekday vs. Weekend Alone Work colleagues Spouse/partner Close friend Children/ other family Group of friends (*Sig at 95%) Unsurprisingly, solus and with work colleagues consumption significantly more prevalent around weekday, with partner and family more weekend orientated. 28
Feelings Around Breakfast Time (Base: Monthly+ At Home or Out of Home Breakfast Consumer, n=1,420) Often don t even get time for breakfast Depends on the day Tend to relax and take my time Usually have to rush it 4 in 10 have the luxury of a leisurely breakfast. 29
What s on the menu for breakfast? 30
Headlines Toast, cereal, porridge and eggs are the key menu items eaten at home. Tea and juice feature ahead of coffee in terms of drinks of choice. Out of home cooked foods and treats feature more strongly tea continues to dominate as drink of choice. The total out of home breakfast market is valued at an estimated 12,066,259 per week. 31
Regular Food & Drink Consumed For Breakfast At Home (Base: All Monthly+ At Home Breakfast Consumers, n=1,388) Food Toast Cold Cereal Hot Cereal/Porridge Eggs Cooked Meats Fresh Fruit Yoghurt/Yoghurt Drink Bagel/Scone Breakfast Roll Health Yoghurt Croissant/Danish Pancakes Filled Sandwich Muffin Hash Browns Drinks Pre cooked meats Fast food breakfast Confectionery Tea Fruit Juice Regular coffee Water Herbal tea Other coffee Smoothie Latte Cappuccino Hot chocolate Fizzy drinks Energy drinks Toast, cereal and Tea the stalwart at home breakfast items 32
Regular Food & Drink Consumed For Breakfast Out Of Home (Base: All Monthly+ Out of Home Breakfast Consumers, n=838) Cooked Meats Eggs Toast Breakfast Roll Bagel/Scone Croissant/Danish Filled Sandwich/Wrap Hash Browns Fast Food Breakfast Muffin Cold Cereal Fresh Fruit Pancakes Hot Cereal/Porridge Standard Yoghurt/Drink Donuts Food Health Based Yoghurt/Drink Drinks Confectionery Pre Cooked Meat Tea Regular Coffee Fruit Juice Cappuccino Water Latte Fizzy Drinks Other Coffee Smoothie Hot Chocolate Energy Drinks Herbal Tea Out of home, cooked options come to the fore Tea however is a constant. 33
Gap Analysis: % Difference Between At Home Vs Out Of Home Breakfast Food And Drink In ranked order of out of home breakfast prevalence Gap = % Out of home - % in home Food Breakfast roll Cooked meats Danish/croissant Hash browns Filled sandwich/wrap Bagel/scone Muffin Donuts Confectionery Pancakes Pre cooked meats Health based yogurts Eggs Standard yogurts Fresh fruit In home + Gap Out Of Home + At home Dominance Drinks Hot cereal Toast Cold cereal Cappuccino Latte Fizzy drinks Hot chocolate Smoothie Energy drinks Other coffee Regular coffee Herbal tea water Tea Fruit juice In home + Gap Out Of Home + Speciality Out of home treats and cooked options are more prevalent at breakfast. 34
Food & Drink Prioritisation Matrix: In Home Vs Out Of House Breakfast (Gap Analysis) (Base: All 18-55, n=1,500) Out Of Home Breakfast Regular Out Of Home Strength Outside Mainstream Breakfast Roll Croissant/Danish Bagel/Scone Filled sandwich/wrap Hash Browns Cappuccino Latte Fizzy Drinks Energy Muffin Smoothie Drinks Pancakes Donuts Hot Chocolate Standard yoghurt/drink Health based yoghurt/drink Pre cooked meats Herbal Tea At Home Breakfast Regular Cooked Meats (Sausage/Bacon) Fresh fruit Water Eggs Regular coffee Fruit Juice Cold Cereal Hot Cereal/Porridge Universal Tea Toast Out Of Home Opportunity In order to bring consumers out of home for breakfast, should you focus on what they current eat at home, but don t have out of home? - Cereal, porridge, fruit. 35
Out Of Home Breakfast Food Repertoire (Base: Monthly+ Out of Home Breakfast Consumer, n=838) Toast Bagel/ Scone Croissant/ Danish Breakfast Roll Filled Sandwich/ Wrap Hash Browns Eggs Cooked Meats (Eg Bacon, Sausage Etc) Fast Food Breakfast Toast 100% 33% 29% 30% 26% 48% 48% 45% 26% Bagel/scone 21% 100% 40% 20% 25% 18% 19% 16% 21% Croissant/Danish 19% 40% 100% 25% 29% 20% 21% 21% 16% Breakfast roll 30% 31% 40% 100% 59% 47% 39% 38% 46% Filled sandwich/wrap 15% 23% 25% 33% 100% 26% 20% 20% 31% Hash browns 26% 15% 17% 25% 24% 100% 37% 32% 26% Eggs 50% 31% 35% 41% 36% 73% 100% 65% 36% Cooked meats (e.g. bacon, sausage etc) 57% 33% 43% 49% 45% 77% 80% 100% 39% Fast food breakfast 12% 16% 12% 21% 26% 22% 16% 14% 100% Regular Coffee (Americano) 31% 33% 30% 27% 33% 31% 32% 30% 33% Cappuccino 14% 21% 28% 18% 18% 15% 15% 14% 12% Tea 58% 45% 44% 49% 50% 52% 54% 56% 40% Fruit juice 35% 28% 32% 26% 34% 36% 30% 29% 25% Although based on regular purchasing, tea is perhaps a more frequent accompaniment to food at breakfast than regular coffee 38
Out of Home Breakfast Drink Repertoire (Base: Monthly+ Out of Home Breakfast Consumer, n=838) Regular Coffee (Americano) Cappuccino Tea Fruit Juice Toast 37% 31% 44% 52% Bagel/scone 25% 30% 22% 26% Croissant/Danish 23% 39% 21% 30% Breakfast roll 32% 41% 37% 38% Filled sandwich/wrap 22% 24% 21% 28% Hash browns 20% 18% 21% 28% Eggs 39% 36% 43% 45% Cooked meats (e.g. bacon, sausage etc) 46% 40% 54% 55% Fast food breakfast 18% 13% 14% 17% Regular Coffee (Americano) 100% 24% 19% 30% Cappuccino 13% 100% 9% 14% Tea 30% 26% 100% 54% Fruit juice 24% 22% 28% 100% 39
Sizing the Prize 40
Sizing The Prize (Base: Monthly+ Out of Home Breakfast Consumer, n=838) Av Weekly Spend 5.08 No. in Market 3,375,248 TOTAL VALUE 12,066,259 Av. Reported Trip Spend X Key Channels Av. Spend* Specialist Coffee Shop 7.14 Sandwich Bar/Café 6.14 QSR (Inc Drive Through) 6.15 Supermarket 4.33 Convenience Store 3.99 * Based on last occasion The total breakfast market out of home is estimated at 13m per week. 41
Share Of Out Of Home Breakfast Value Across Key Outlets (Base: Monthly+ Out of Home Breakfast Consumer, n=838) Fast Food Restaurants Fast-Food Drive thru Pizza Restaurant Supermarket Convenience Store Sandwich bar/ Café Specialist Coffee Shop *Note: Excludes Garage Forecourt, Pub/Hotel/Formal Restaurant, Deli/Bakery, Cafeteria, Chip Shop, Work Canteen 42
Hot Beverages Out of Home 43
Headlines 13% of 18-55 year olds have a hot beverage out of home daily. Tea is a drink of choice for almost half of those buying hot beverages once a week or more often. 44
Hot Beverages Out Of Home (Base: All 18-55, n=1,500) How often do you buy tea, coffee or other hot beverages to drink outside your home, if at all? Never Less Often Once A Week 2-4 Days A Week 5-6 Days A Week 1-2 Times Per Day More Than Twice A Day 39% < Weekly 13% Everyday Work Gender Age Lifestage Full Time Male Female 18-24 25-34 35-44 45-55 Young & Free Early Settlers Mid-Age No Kids Young Jugglers Est d Families Mature Family Daily 19% 16% 10% 11% 17% 11% 10% 12% 10% 9% 18% 14% 9% Weekly + (not daily) 47% 48% 47% 50% 43% 49% 51% 49% 43% 52% 40% 48% 56% Less often 34% 36% 43% 39% 40% 40% 39% 39% 47% 39% 42% 38% 35% In line with the broader breakfast/morning snack target 25-34 year old working males are most frequent out of home hot beverage buyers. 45
Beverages Bought Regularly Tea & Coffee (Base: All Weekly+ Out Of Home Hot Beverage Buyers, n=1,410) % Tea Hot Beverage Regular Repertoire Coffee Cappuccino Latte Herbal Tea Other Coffee Regular tea Regular coffee/ Americano Cappuccino Latte Herbal tea Other coffees Tea 100% 32% 36% 33% 51% 29% Coffee 26% 100% 43% 32% 25% 4% Cappuccino 18% 27% 10% 36% 17% 32% Latte 17% 17% 30% 100% 18% 20% Herbal tea 10% 6% 6% 9% 100% 9% Other coffee 6% 10% 12% 9% 9% 100% Other The nations love of tea confirmed 46
Breakfast and Mid-Morning Snack Overlaps 47
Headlines Mid-morning snacks/elevenses occur 50% more often than breakfast out of home (1.5 times per week v 1 time). Key target group is similar (young, urban, working males) which is unsurprising given that 75% of weekly+ out of home breakfast buyers are also out of home morning snackers. Unsurprisingly 8 in 10 have their elevenses around 11 o'clock. Sandwiches/wraps, bagels/scones, croissants/danishes and confectionery are the main fare on these occasions. Hot beverages of course feature strongly too. The total mid-morning snack is worth an estimated 13,877,149 weekly. 48
Breakfast & Morning Snack Frequency, Out Of Home (Base: Total Sample, n=1,500) Almost everyday 4-6 times a week 2-3 times a week Once a week Every 2-3 weeks Once a month Every 2/3 months Less often/rarely Never Average times Per week Breakfast Out Of Home Weekly+ 37% Morning Snack 1.0 1.5 Weekly+ 51% Gender Breakfast % Weekly+ Out of home Vs Total Mid Morning Snack Vs Total Male 56 +6 52 +2 Female 44-6 48-2 Age 18-24 27 = 31 +4 25-34 36 +4 33 +1 35-44 27 = 25-2 45-55 10-4 11-3 Region Dublin 31 +3 29 +1 Rest of Leinster 26 = 26 = Munster 25-3 28 = Conn/Ulster 17 = 16-1 Social Grade AB 14 +1 15 +2 C1 30 +3 31 +4 C2 24 +1 23 = DE 25-2 21-6 F 7-3 10 = Few have breakfast out of home as part of a daily routine, morning snacks more regular occurrence out of home. For both, ABC1, younger, urban males are key groups. 50
Out Of Home Early Day Parts (Base: All 18-55, n=1,500) Morning Snacks/ Elevenses Out Of Home Frequency Never (n=127) Breakfast Frequency Out Of Home Less often (n=498) Monthly+ (n=305) Weekly+ (n=479) Almost half of those who eat breakfast daily out of home also eat 11 s out of home. 3 in 4 weekly+ breakfast are also weekly+ 11 s opportunity to cross-sell. Daily (n=54) Never 29% 5% 1% 1% 10% Less often 33% 25% 20% 10% 12% Monthly+ 15% 15% 34% 8% 2% Weekly+ 20% 26% 43% 76% 28% Daily 3% 3% 2% 4% 48% Who Are They?* Vs Total Male 56 +6 Female 44-6 18-24 29 +2 25-34 35 +3 35-44 26-1 45-55 10-4 ABC1 46 +6 C2DE 48-2 Full time work 50 +11 Dublin 33 +5 51
Isolating Current Out Of Home Breakfast and Elevenses Consumers (Base: All 18-55, n=1,500) Weekly+ Morning Snacks Out Of Home Weekly+ Breakfast Out Of Home 20% 9% 27% Neither 45% Those OOH Breakfast and Elevenses display a similar profile to all weekly+ out of home breakfast consumers however a more pronounced difference on following: Male 25-34 Dublin C1 social grade Young & Free lifestage Working full time 52
Mid Morning Snack/Elevenses 53
Mid-Morning Snack Target (Base: All Weekly+ Mid Morning Snack Buyers Out of Home, n=700) Weekly+ Difference Vs Total Weekly+ Difference Vs Total Male Yes 41% -3 Gender Kids Female No 59% 3 Age 18-34 35+ Working Full time Other 45% 55% -6 6 Social Grade ABC1 C2DE Location Urban Rural 82% 18% -4 4 Unsurprisingly mid-morning snacks biased towards younger professional urban workers. 54
70 OOH Breakfast and Morning Snack frequency by Age Groups 60 50 40 30 20 10 0 18-20 21-25 26-30 31-35 36-40 41-45 46-50 51-55 Weekly + Breakfast Out of Home Weekly + Morning Snack Out of Home 55
Mid-morning Snacking/Elevenses (Base: All Monthly+ Out of Home Mid Morning Snack Buyers, n=922) Convenience store Deli or bakery Supermarket Sandwich bar/café Counter at work Garage forecourt/ Service station Specialist coffee shop Cafeteria (self-service) Fast food chain Pub or hotel Fast food drive through Local chip shop Av number of channels in repertoire 2.1 Regular Channel Regular Stores convenience and multiples a key channel for Elevenses 56
Last Mid-Morning Snack/Elevenses (Base: All Monthly + Out Of Home Elevenses Buyers, n=922) Centra 33% Spar 29% Londis 13% Mace 9% Others 16% (n=236) Convenience Store Canteen at work Supermarket Last Occasion Channel Sandwich Bar/Café Garage Forecourt Specialist Coffee shop Deli/bakery Fast food chain Cafeteria McDonald's 70% Burger King 13% Abrakebabra 7% KFC 7% SuperMacs 3% (n=30)* Tesco 29% Dunnes 24% SuperValu 16% SuperQuinn 4% Other 26% (n=117) Others 38% Local Sandwich bar 24% O Briens 15% Subway 15% Bagel Factory 6% Kylemore 2% (n=184) Convenience store a key channel for mid-morning snacks. *Caution: Small Base 57
Time Of Day Mid Morning Snacks (Base: All Monthly+ 11 s Out of Home, n=922) 79% of elevenses Around 11! 10-11am 35% 11am-12pm 42% 12pm-1pm 11% 9-10am 6% 8-9am 3% 58
Mid Morning Snack/Elevenses - Menu - 59
Mid Morning/11 s Menu Regular Choices (Base: All Monthly+ 11 s Out of Home, n=922) Food Drinks Filled Sandwich/Roll/Wrap Bagel/Scone Croissant/Danish Confectionery Muffin Fruit Cereal Bars Crisps/Popcorn Yoghurt Other Pastry Donut Burger/Other Fast Food Salad Other 31% 21% 15% 14% 13% 11% 9% 7% 5% 5% 5% 4% 1% No surprises on the elevenses menu! Hot beverage accompaniments and confectionery the norm. Tea Regular Coffee Soft Drinks Water Cappuccino Fruit Juice Latte Energy Drinks Smoothie Other Coffee Herbal Tea Hot Chocolate Other 60
Tea/Coffee Repertoires (Regular) (Base: All Monthly+ 11 s Out of Home, n=922) Tea Top 10 Food Accompaniments Coffee Top 10 Food Accompaniments Filled Sandwich/Roll/Wrap Bagel/Scone 32% Bagel/Scone Fruit Croissant Muffin Cereal Bar Confectionary Yoghurt Crisps/Popcorn Filled Sandwich/Roll/Wrap Croissant Muffin Fruit Cereal Bar Other Pastry Donut Confectionery 29% 29% 24% 19% 18% 15% 15% 14% Other Pastry Yoghurt 12% Potential bagel and Tea/Coffee bundle, but also more lunch orientated wraps etc at this day-part. 61
Mid Morning Snack/Elevenses - Sizing the Prize - 62
Sizing The Prize Morning Snack/Elevenses (Base: Monthly+ Out of Home Snack, n=922) Av Weekly Value 4.03 No. in Population 1,591,416 TOTAL VALUE 13,877,149 Av. Reported Trip Spend X Key Channels Av. Spend* Local Chip Shop 6.10 QSR (Inc Drive Through) 4.96 Sandwich Bar/Café 4.83 Garage Forecourt 4.33 Convenience Store 3.45 Supermarket 3.40 * Based on last occasion The total morning snack out of home is worth an estimated 14m per week. Similar in value to the Out of Home Breakfast market. 63
Other meals in brief 64
Out Of Home Mealtime Frequency (Base: All 18-55, n=1,500) Never Less Often 4-6 Months Every 2-3 Months Once A Month Every 2-3 Weeks Once A Week 2-3 Times A Week 4-6 Times A Week Every- Day Average Times Per % Weekly+ Week Breakfast 37% 1.0 Morning Snack 51% 1.5 Lunch 55% 1.8 Afternoon Snack 40% 1.2 Evening Meal 28% 0.8 Late Night Snack/Meal Incidence of out of home consumption decreases in frequency through latter day parts, however spend per occasion increase.. 23% 0.4 65
Profile Of Out Of Home Diners X Meal Type (Base: All 18-55, n=1,500) Gender Age Group Social Grade Region Dep Kids Work Status Total Lunch Afternoon Snack Evening Late Snack Diff vs Total Diff vs Total Diff vs Total Diff vs Total Male 50 53 +3 54 +4 59 +9 62 +12 Female 50 47-3 46-4 41-9 38-12 18-34 59 67 +8 73 +16 73 +14 77 +18 35-55 41 33-8 27-16 27-14 23-18 ABC1 40 46 +6 43 +3 48 +8 39-1 C2DE 50 45-5 48-2 46-4 50 = F 10 9-1 10 = 7-3 10 = Dublin 28 31 +3 34 +6 35 +7 33 +5 Outside Dublin 72 69-3 66-6 65-7 67-5 Yes 44 38-6 35-9 34-10 35-9 No 56 62 +6 65 +9 66 +10 65 +9 Full Time 39 46 +7 44 +5 51 +12 43 +4 Not working 61 54-7 56-5 49-12 57-4 Overall out of home consumption is more prevalent among under 34 males. 66
Lunch And Dinner Out Of Home Valuations (Base: All Weekly+ MS) Lunch Dinner Av lunch spend 8.30 Av dinner spend 18.90 Av Weekly Spend 18.86 Av Weekly Spend 22.44 Population (monthly+) 1,852,693 Population (monthly+) 1,401,396 Total weekly value 34,941,798 Total weekly value 31,447,333 Both lunch and dinner are valued at an estimated 30-35m per week. 67
Main Mealtimes Out Of Home Value Overview (Base: All 18-55, n=1,500) Breakfast Elevenses' Lunch Dinner Early day parts are each worth about 1/3 of Main Meal occasions. However, the opportunity is significant and the consumption patter more routinised. 68
Share Of Total Out Of Home Value X Day Part (Base: All Respondents, n=1,500) Breakfast Morning Snack Evening Meal Lunch 69
Out Of Home Breakfast Research February 2010