Table of Contents
INNOVATIONS in HOME MEAL
REPLACEMENT: OPPORTUNITIES and CHALLENGES
The Evolution
Battle for Prepared Food’s
“Share of Stomach”
HOME MEAL REPLACEMENT
FOOD DISTRIBUTION TRENDS
ACTIVITY PRIOR to BUYING
DINNER
U.S. DEMOGRAPHIC INDICATORS,
1995
GROCERY SHOPPERS
SHOPPERS. . . NOT ALL
THE SAME
NUMBER of WEEKDAYS AMERICANS
COOKnumber of weekdays by household
U.S. COOKING HABITSminutes
spent cooking dinner by household
MAIN MEALS INCLUDING AT
LEAST ONE COMPLETELY HOMEMADE DISH
NUMBER of ITEMS USED to
MAKE a MEAL
U.S. Household Size Distribution,
1995 000 Units and Percent
Consumer Food Expenditures,
1995
Distribution of U.S. Households
by Pre-tax Incomeand Share of Food Spending*
Consumer Food Expenditures,
1995
Shares of Aggregate Income
Received by Each Fifth of U.S. Households - 1995
SUPERMARKET HOME MEAL
REPLACEMENT (HMR) APPEALS MOSTLY TO:
SALAD MIX PURCHASE FREQUENCY
by INCOME LEVEL (% of each frequency level accounted for by each income
group)
The NATURAL PRODUCTS MARKETPLACE
ORGANIC CONSUMER SEGMENTS
Percentage of U.S. population
CONSUMER SEGMENTS and
the ENVIRONMENT
SHOPPER MIGRATION
TRUE NATURALS - 7% CORE
MARKET(67% interested in buying ESGPs)
NEW GREEN MAINSTREAM23%
SECOND CORE MARKET(43% interested in buying ESGPs)
AFFLUENT HEALERS - 12%
(19% interested in buying ESGPs)
“TAKING THE BAD OUT”will
be replaced with“PUTTING THE GOOD IN”
? Taste . . . ? appearance
. . . ? price . . . ? “feeling ”. . . ? lifestyle . . .
The Challenge:
When eating at home, there
are four key behavioral trends occurring:
FOOD DISTRIBUTION TRENDS
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