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市場調査レポート

消費者動向分析: 英国の調理済み食品市場における消費者動向と消費行動促進要因

Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the UK Prepared Meals Market

発行 Canadean 商品コード 309776
出版日 ページ情報 英文 57 Pages
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消費者動向分析: 英国の調理済み食品市場における消費者動向と消費行動促進要因 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the UK Prepared Meals Market
出版日: 2014年07月31日 ページ情報: 英文 57 Pages
概要

当レポートは、英国の調理済み食品市場を精査しており、各種市場データ、人口構成層毎の当カテゴリー内商品の消費パターン、また消費行動を促す主な消費動向について詳細に分析を行っています。さらに、消費者ニーズに対して適切に狙いを定めた革新的な新製品開発に焦点を当てて分析し、また常に変化を続けている消費者状況の中から利益を生み出して行くための戦略的提言を行っています。

第1章 定義

  • カテゴリー分類および人口構成層の定義
  • 調査手法
  • 食品選定を促す9つのメガトレンド: 20個の細目動向に分類可能

第2章 市場状況

  • 忙しい生活、簡便さの追求、および料理技術の低下が英国の調理済み食品市場の成長を促進
  • 英国の調理済み食品市場は53億英ポンドの規模を有し、また今後5年間に高い成長を遂げる見込み
  • 調理済み冷凍食品が英国で売られている調理済み食品全体の4分の3以上を占める
  • 2012年に英国では36億回の調理済み食品利用機会を数え、その多くは若者層と男性が占めた
  • 世界全体の中で英国の調理済み食品市場は量的にもまた売上高的にも米国に次いで第2位の市場となっている
  • 英国民一人あたりの調理済み食品消費量は世界の主要国の中で最も大きい

第3章 人口構成層毎の消費パターン

  • 英国では男性が調理済み食品の主たる消費者であり、そのことは料理を作ることがより一般的に女性に結びついた特質となっていることを示す
  • 英国のレディーミール分野に関しては加工食品に関する健康懸念により、高齢消費者層の消費量は他よりわずかに少ない
  • 英国人男性は調理済み食品に関してどちらかと言えば「高頻度」消費者に分類できる
  • 英国の若者層は調理済み食品のヘビーユーザーに分類できる

第4章 消費者動向分析

  • 忙しい生活と、同じ金額でもより高い価値を求める欲求とが英国で調理済み食品を求める主な動機となっている
  • 主要国における調理済み食品消費に対する消費者動向を比較する
  • ライフスタイルの変化に関わるメガトレンド: 家族を持つ責任を先延ばしにすること、またより野心的な人生のゴールを目指すことが簡単に準備できる食品の必要性を促進している
  • ネット接続に関わるメガトレンド: 英国では調理済み食品の消費に関してメディアはほとんど影響を持たない
  • 便利さに関わるメガトレンド: 消費者の生活の忙しさが調理済み食品消費を促す最大の動機
  • 道徳に関わるメガトレンド: 道徳問題や環境問題は英国の調理済み食品消費に対して限られた影響しか持たない
  • 体験と楽しみに関わるメガトレンド: 気ままに過ごしたい欲求や新しい体験を求める欲求が調理済み食品市場における消費に影響を及ぼしている
  • 健康に関わるメガトレンド: 栄養に関する情報は調理済み食品の消費に対してはほとんど影響を持たない
  • 個人に関わるメガトレンド: 自分の場所、自分の時間を求める消費者の欲求が英国における調理済み食品の消費に対して影響を及ぼしている
  • 信頼度に関するメガトレンド: 製品の安全性は英国で調理済み食品を選ぶ際の重要な決定要素とはなっていない
  • 価値に関するメガトレンド: 同じ金額でより高い価値を目指す心が英国における調理済み食品の消費に影響を与えている主要動向のひとつ

第5章 技術革新の例

  • 調理済み食品メーカーは英国の消費者の高まるニーズに狙いを定めて全てのカテゴリーにわたって技術革新を進めている
  • 製法やパッケージングについての世界の技術革新は英国の調理済み食品メーカーにもインスピレーションの源となり得る

第6章 提言

  • 調理済み食品メーカーは、おいしさや健康に関する特長を強調することにより、単なる便利さだけを提供するだけのものではないことを消費者に納得させる必要あり
  • 調理済み食品メーカーは消費者の忙しい1日全体の中のさまざまな場面に狙いを定める必要あり
  • 高齢消費者は英国で最重要消費者グループの一つ

第7章 付録

目次
Product Code: FD0055IS

Summary

Understanding Consumer Trends and Drivers of Behavior in the UK Prepared Meals Market provides an overview of the market, analyzing market data, demographic consumption patterns within the category, and the key consumer trends driving consumption. The report highlights innovative new product development that effectively targets the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes.

Key Findings

  • Consumers aged 55 and over are the main consumer group for Prepared Meals in the UK
  • Per capita consumption of Prepared Meals in the UK is the highest among the countries analyzed
  • Consumption of Prepared Meals in the UK is primarily driven by the desire for convenient products at affordable prices
  • Consumers' desire for novel flavors will be reflected in their choice of Prepared Meals

Understanding Consumer Trends and Drivers of Behavior in the UK Prepared Meals Market identifies the key demographic groups driving consumption, and what motivates their consumption. The report uses a unique method of quantifying consumer trends to highlight the degree of influence they have on consumption within the category. The report also identifies the most important trends within the market and shows whether beliefs over what influences consumer behavior within the category are accurate.

Get access to:

  • Key consumer demographic groups driving consumption within the UK market. The figures showcase the number of times consumers of specific ages and gender consume Prepared Meals, as well as identifying whether these demographic groups "over" consume in the category (i.e. they account for a higher proportion of occasions than the proportion of society they represent overall).
  • Market value and volumes over 2008-2018 for the UK and nine other countries to give a global context.
  • The degree of influence that the 20 key consumer trends identified by Canadean have on Prepared Meals consumption volumes, with granular analysis on the extent that degree of influences varies between gender and age group.
  • Insight into the implications behind the data, and analysis of how the needs of will evolve in the short-to-medium term future.
  • Examples of international and the UK-specific product innovation targeting key consumer needs.

Reasons To Buy

This report brings together consumer analysis and market data to provide actionable insight into the behavior of the UK Prepared Meals consumers. This is based on Canadean's unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in the Prepared Meals sector. This allows product and marketing strategies to be better aligned with the leading trends in the market.

Table of Contents

Definitions

  • Category classification and demographic definitions
  • Summary methodology
  • Canadean has identified nine mega-trends that drive food choice: these can be broken down into 20 sub-trends

Market context

  • Busy lives, search for convenience and declining culinary skills are driving Prepared Meals market in the UK
  • The UK Prepared Meals market has a value of GBP5.3 billion and is forecast to witness good sales growth rates over the next five years
  • The chilled Prepared Meals accounts for more than three quarters of all volume sold in the UK Prepared Meals market
  • There were 3.6 billion Prepared Meals occasions in the UK in 2012, with the highest occasions witnessed amongst Early Young Adults and males
  • Across the globe, the UK ready market meal is second only to the US in terms of volume and value sales
  • The UK has the highest per capita volume consumption among major countries in the world

Demographic cohort consumption patterns

  • UK men are the main consumers of Prepared Meals in the UK, indicating that scratch cooking is still a trait more commonly associated with females
  • Older Consumers are marginally under-consuming in the UK ready-meal category because of health concerns associated with processed food
  • Men are more likely to be classified as "heavy frequency" consumers
  • Early young adults are most likely to be classified as "heavy" users of Prepared Meals in the UK

Consumer trend analysis

  • Busy lives and a desire for better value for money are the key motivations for consuming Prepared Meals in the UK
  • Comparing consumer trends influence on Prepared Meals consumption across major markets
  • The Changing Lifestyle mega-trend: The delaying of responsibility and more ambitious life goals is driving the need for easy-to-prepare meals
  • The Connectivity mega-trend: Media has marginal influence on Prepared Meals consumption in the UK
  • The Convenience mega-trend: The busy lives of consumers is the leading motivation for the consumption of Prepared Meals
  • The Ethics mega-trend: Ethical and Environmental issues have limited influence on consumption of Prepared Meals in the UK
  • The Experience and Enjoyment mega-trend: The desire for indulgence and new experiences will influence choice in Prepared Meals market
  • The Health and Wellness mega-trend: Nutritional information has very little influence when it comes to consumption of Prepared Meals
  • The Individuality mega-trend: Consumers desire to seek Personal Space and Time will influence consumption of Prepared Meals in the UK
  • The Trust mega-trend: Product safety is not a primary motivator of choice in the Prepared Meals category
  • The Value mega-trend: Better Value For Money is among the leading trend influencing Prepared Meals consumption in the UK

Innovation examples

  • Manufacturers are innovating across categories to target the growing needs of the UK consumers
  • Global innovations on formulation and packaging can be a source of inspiration for the UK manufacturers

Recommended actions

  • Manufacturers need to convince consumers that Ready Meals offer more than convenience benefits by leveraging either sensory and health attributes
  • Prepared Meals producers need to target different occasions throughout busy consumers' days
  • Older Consumers are on of the key consumer groups in the UK

Appendix

  • An explanation of the sub-trends
  • Detailed methodology
  • About Canadean
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