Food Related Lifestyle FRL Segments and Speciality Foods

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

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

Objectives 1. To understand the degree to which the FRL segments identified in Britain are speciality orientated with regards their food attitudes and behaviours 2. To use a set of speciality statements to identify speciality lifestyle segments and then profile these consumer segments

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

British Speciality Food Market l Why the British market? l British Speciality Food and Drink market is valued at € 7. 6 bn l 78% British population either buy or aspire to buying speciality food

Lifestyle Segmentation l l l 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 (Brunsø & Grunert, MAPP Institute in Denmark) Ways of shopping Product attributes Purchasing motives Quality aspects Cooking methods Values Consumption situations

Food Related Lifestyle (FRL) = a measurement instrument that collects consumer information on attitudes and behaviour to the purchase, preparation and consumption of food products

FRL Segments UK 2002

Reduced FRL (RFRL) Questionnaire l Concept developed by de Boer et al. l Reduced number items in questionnaire l Used as comparison tool l Using 2002 FRL segments as base line

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

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

Adventurous Consumer l Most speciality orientated segment l Product information is important l Seek variety in the foods they consume l Most likely to purchase organic foods and not mind paying a premium for them

Adventurous: Behaviour l Most frequent users of speciality foods l Spend the most l Most frequent purchasers of speciality foods from local producers l Use speciality foods regularly and as part of cooking (trad/ethnic)

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

Rational Consumer l Most likely to consider themselves speciality consumers l Strong desire to impress others l Product info is important. Use advertising to help make better buying decisions

Rational: Behaviour l Frequent users of speciality foods l High spenders l Most frequent purchasers of speciality foods in speciality stores and delicatessens l Use speciality foods at weekends and for cooking (trad/ethnic)

Rational: Demographics l Middle aged or older l Least likely to be working l Modest income

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

Careless: Behaviour l Less frequent users of speciality foods l Medium spenders l Tend to shop for speciality foods at supermarkets, farmers markets and speciality stores l Use speciality foods for indulgence and cooking (trad/ethnic)

Careless: Demographics l Young-middle aged males l Employed full time l Modest income

Snacking Consumer l Convenience is paramount l Less interest in seeking variety l Less interest in trying & experimenting with new recipes e. g. foreign recipes

Snacking: Behaviour l Infrequent users l Low spend on speciality food l Use convenience stores and local producers to buy their speciality foods l Tend to use speciality foods at the weekends

Snacking: Demographic l Young males l Less likely to be well educated l Low income

Further Analysis l Identify new speciality lifestyle segments l Profile these segments based on their attitudes and behaviour regarding speciality food and also their demographics

Thank You