The on-the-go mission is defined as buying any food and/or drinks for consumption that day on-the-go i.e. outside of the home. These meals are not restricted to the items bought or the time that food is eaten but it is the resolution of the need state of a shopper. This report looks at the three key on-the-go missions; Breakfast, Lunch and Snacking. When and why shoppers undertake these missions is explored along with their behaviours. Differences between these missions are also highlighted. This report will: Give you an understanding of the three key on-the-go missions; Breakfast, Lunch and Snacking Provide you with the key characteristics of each mission. This includes when shoppers do it, where they do it and what they buy Mission context is also explored; the circumstance in which shoppers carry out the different on-the-go missions Shopper motivations and behaviours are outlined, giving the reasons behind their choices and behaviours Cost and calories are compared as barriers to purchases on each mission, including how this differs between men and women.

1. The UK On-the-go
Shopper Missions 2013
The on-the-go food and drink market.
Essential insight into shopper motivations
and behaviors.
Evolution Insights Ltd
Prospect House
32 Sovereign Street
Leeds
LS1 4BJ
Tel: 0113 389 1038
http://www.evolution-insights.com
Evolution Insights: Shopper Insight Series
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2. • Evolution offer a range of products & services for
clients in the field of shopper research:-
• Off-the-shelf research
– Evolution’s off the shelf research
publications deliver affordable insight
into shopper motivation and
behaviours in UK food, drink and
grocery
• Insight Plus
– Insight Plus offers your business the
opportunity to engage in any of our
regular shopper research projects in
advance of publication, tailoring the
scope to suit your needs
• Bespoke Consulting
– As publishers of research, we are able
to draw upon a wealth of existing
proprietary data for consulting projects
– helping to better inform and shape
any further research requirements.
Evolution is a leading research consultancy specialising in shopper motivation and behaviour. We deliver off-the-shelf, tailored and bespoke
research for manufacturers, retailers and agencies.
Further information is available at our
website http://www.evolution-
insights.com
Visit and sign up for Shopper Trend
Report, our free quarterly newsletter
offering analysis and commentary on
topical issues
About Evolution Insights
As a leading publisher of
shopper research, we are
ideally placed to offer your
business actionable shopper
insight.
Our research and analysis helps
clients develop targeted shopper
marketing initiatives designed to
influence shoppers at the point of
purchase.
We use a range of research
methodologies to discover genuine
insights. Our research incorporates
a broad spectrum of robust
qualitative and quantitative
research techniques.
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3. Contents
Figures and Graphs
Key Findings and Executive Summary
The On-the-go Shopper Missions: Definition
The on-the-go Missions
Channels
Symbols
Retailer Propositions
Tesco
Sainsbury’s
Morrisons
Waitrose
Marks & Spencer
Boots
The Upsurge of the Coffee Shop
The On-the-go Shopper Missions: Overview of all Missions
Introduction
Penetration
Average Visits
Channel
Drinks Bought
Drivers of Item Choice
Spend
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The Breakfast on-the-go Shopper Mission
Introduction
Penetration
Channel Share (Regularly Visit)
Channel Share (Last Shop)
Retailer Share of Most Recent Visit
What Shoppers Bought-Food/Drink
Category Choice
Drinks
Items Brought from Home
Breakfast Products: Shopper Criteria
Taste
Quality
To Fill Me Up
Price
Health
The Breakfast on-the-go Shopper Mission: Mission Context
Drivers of Choice
Circumstances
The Breakfast on the go Shopper Mission: Summary
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4. Contents
The Lunch on-the-go Shopper Mission
Introduction
Penetration
Channel Share (Regularly Visit)
Channel Share (Last Shop)
Retailer Share of Most Recent Visit
What Shoppers Bought Food/Drink
Category Choice
Drinks
The Working Day
Items Brought from Home
Lunch Products: Shopper Criteria
Taste
Quality
To Fill Me Up
Price
Health
The Lunch on the go Shopper Mission: Mission Context
Drivers of Item Choice
Circumstances
The Lunch on-the-go Shopper Mission: Summary
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The Snacking on-the-go Shopper Mission
Introduction
Penetration
Channels (Regularly Visit)
Channels (Last Shop)
Retailer Share of Most Recent Visit
What shoppers bought Snack and Drink/Snack/Drink
Category Choice
Drinks
Items Brought from Home
Snacking Products: Shopper Criteria
Taste
Quality
To Fill Me Up
Price
Health
The Snacking on-the-go Shopper Mission: Mission Context
Drivers of Choice
Circumstances
The Snacking on-the-go Shopper Mission: Summary
Methodology
Glossary
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5. Figures and Graphs
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6. Figures and graphs
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Proportion that do at least one of the three on-the-go missions at least once a week
Proportion of the on-the-go missions by demographic
Penetration of the different on-the-go shopper missions (Do at least once per week)
The percentage that do each mission and the average number of occasions per week
Channel share of last shop on-the-go missions
Percentage of shoppers that bought drinks with each mission
Drivers of item choice for on-the-go missions
Average spend for on-the-go missions
Proportion that buy breakfast on-the-go at least once a week
Proportion of the breakfast on-the-go mission by demographic
Shopper penetration by channel (regularly visit the following channels for breakfast on-the-go)
Channel share (number of shoppers who used for their last breakfast mission)
Retailer share of most recent on-the-go breakfast visit
What shoppers bought on their last breakfast mission – Food only or with a drink
Category choice for the breakfast on-the-go mission Food
Category choice for the breakfast on-the-go mission Drinks
Items brought from home breakfast on-the-go mission
The importance of Taste when choosing breakfast on the go by gender
The importance of Quality when choosing breakfast on the go by gender
The importance of Being Full when choosing breakfast on the go by gender
The importance of Price when choosing breakfast on the go by gender
The importance of Health when choosing breakfast on the go by gender
Breakfast on-the-go drivers of choice
Breakfast on-the-go circumstances
Proportion that purchase lunch on-the-go at least once a week
Proportion of the lunch on-the-go mission by demographic
Shopper penetration by channel (regularly visit the following channels for lunch on-the-go)
Shopper share of each channel for the last lunch on-the-go visit
Channel share (number of shoppers who used for their last lunch mission)
Retailer share of most recent visit
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7. Figures and Graphs
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What shoppers bought on their last lunch mission - Food only or with a drink
Category choice lunch on-the-go Food
Category choice lunch on-the-go drinks
Working day category choice lunch on-the-go
Items brought in from home lunch on-the-go
The importance of Taste when choosing lunch on-the-go by gender
The importance of Quality when choosing lunch on-the-go by gender
The importance of Being Full when choosing lunch on-the-go by gender
The importance of Price when choosing lunch on-the-go by gender
The importance of Health when choosing lunch on-the-go by gender
Drivers of item choice lunch on-the-go
Circumstances lunch on-the-go
Proportion that buy snacks on-the-go at least once a week
Proportion of the snacking on-the-go mission by demographic
Penetration of shoppers who regularly visit the following channels for snacking on-the-go
Shopper share of each channel for the last snacking on-the-go visit
Channel share (number of shoppers who used for their last snacking mission)
Retailer share of most recent snacking on-the-go visit
What shoppers bought on their last snacking-on-the-go mission: Snack and drink/ Snack/ Drink
Category choice snacking on-the-go Food
Category choice snacking on-the-go Drinks
Items brought from home snacking on-the-go
The importance of Taste when choosing a snack on-the-go by gender
The importance of Quality when choosing a snack on-the-go by gender
The importance of Being full choosing a snack on-the-go by gender
The importance of Price when choosing a snack on-the-go by gender
The importance of Health when choosing a snack on-the-go by gender
Drivers of choice snacking on-the-go
Circumstances snacking on-the-go
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8. This Report Will…
The importance of Health, Price, Taste, Quality and ‘Fill
factor’ are compared for each mission.
Give you an understanding of the three key on-the-go
missions; Breakfast, Lunch and Snacking.
Provide you with the key characteristics of each mission.
This includes when shoppers do it, where the do it and what
they buy.
Mission context is also explored; the circumstance in which
shoppers carry out the different on-the-go missions.
Shopper motivations and behaviours are outlined, giving the
reasons behind their choices and behaviours.
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9. The on-the-go Shopper Missions: Definition – The on-the-go Shopper Missions
The On-the-go Shopper Missions
Breakfast
Food and/or drink for
breakfast, outside the
home.
Lunchtime
Food and/or drink bought
for lunch outside the
home. Includes items
purchased for
consumption back at the
workplace
Snacking
Food and/or drink
between meal times
outside the home.
These meals are not restricted to the items bought or the time that food is eaten but it is the
resolution of the need states of a shopper. It is therefore possible for items traditionally seen
as snacking to form the whole part of a meal solution to some people at some time and
indeed a sandwich may not necessarily be a meal solution but a snack to tide a shopper over
until their next meal.
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10. The Upsurge of the Coffee Shop
1,578
760
540
Number of stores in the UKDespite recent years of austerity the UK coffee
market has continued to grow as the beverage
has become a daily dietary staple for many. In
2012 the coffee market grew by 7.5% reaching
a value of £5.8billion making it the world’s
most favoured ‘drug’ ahead of both nicotine
and alcohol. The upsurge of the coffee shop is
said to be due to the turbulent economy, as
many shoppers cut back on luxuries such as
holidays small affordable treats such as coffee
become more frequent and appealing. To
match consumers demands coffee shops are
now open from 6am through to late evening to
ensure that they can fulfil the needs of all the
missions.
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11. The on-the-go Shopper Missions: Overview of all Missions – Introduction
There has been a 33% increase in shoppers purchasing
breakfast on-the-go since our survey in 2012, a 14%
increase in shoppers buying lunch on-the- go but a 7%
decrease in snacking on-the-go occasions, from last years
survey.
Busy shopper lifestyles continue to drive the UK foodservice
sector and the on-the-go market. Not only are shoppers
busy they are also becoming increasingly quality
conscious.
People are finding it harder to prepare nutritious meals at
home, as concerns over job security means that shoppers
are spending more hours in the office.
Convenience is key for shoppers looking to make purchases
on-the-go. Items need to be readily available and easy to
eat on the move. Shoppers also depend on the items being
filling this ensures that they have enough energy until the
next meal, however less so for snacks which are seen as a
treat.
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12. The on-the-go Shopper Missions: Overview of all Missions – Penetration
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Breakfast Lunch Snacking (food and/or drink
consumed between meals)
%
33%
14%
7%
Penetration of the different on-the-go shopper missions (Do at least once per week)
Denotes change from 2012
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13. The Breakfast on-the-go Shopper Mission – Retailer Share of Most Recent Visit
Retailer share of last visit.
On average, breakfast on-the-go shoppers
use two shops regularly.
Independent café
Independent sandwich shop/ bakery
11%
6%
5%5%
4%
15%
5%
Independent coffee shop 3%
3%
3%
3%
2%
2%
2%
2%
2%
2%
*Stores with a shopper share of less than 1% not included.
16%
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14. The Breakfast on-the-go Shopper Mission – Drivers of Item Choice
The importance of To Fill Me Up when choosing breakfast on-the-go
The overall shopper rating for the importance of To Fill Me Up for the breakfast on-the-go
mission is:
To Fill Me Up was rated the third most
important criteria for this mission (3rd out of 5)
*Please note men give an
overall lower average of 0.1
compared to females.
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83 79
Rating for the importance of To
Fill Me Up
Lunch on-the-go
Snacking on-the-go
To Fill Me Up
Rating for the importance of To Fill Me Up by gender
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15. The Snacking on-the-go Shopper Mission - Items Brought from Home
10%of shoppers bring
items from home as part of
their snacking on-the-go mission
Food Drinks
Items typically brought in from home for snacking:
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16. Methodology
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17. Secondary and
desk research
Preliminary
quantitative survey
Qualitative focus
group
Main quantitative
survey
Diaries Insights
• Evolution carried out a preliminary survey of around
100 shoppers to test questions for the main survey.
• Detailed secondary and desk research is conducted to
define the topic area, macro drivers and trends, scope
and examples within the research topic.
• Initial insights gained are used to help further design
the main survey.
• A focus group provided a wider picture of the topics
to cover during the quantitative stage of research
• A main survey is completed by at least 1,037 UK
adults
• 100 participants completed two weeks of diaries
recording all of their on-the-go purchases.
• Comprehensive and detailed assessment of all the
data received was then used to uncover insights.
• Throughout this process, primary research was
supported by secondary research drawing on
Evolution’s proprietary databases, national statistics,
news and industry resources.
Methodology
Evolution’s methodology
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18. Methodology: quantitative research - survey
Circumstance
Spend
Category driver
Category choice
Channel choice
Frequency of mission
Demographic profiling
General topics of questions in quantitative survey
• Detailed shopper insights were
gained from a survey of 1,037
adults. The samples were fully
representative of the UK
population.
• The survey contained 29 questions
relating to topics outlined to the
left – in addition to standard
demographic profiling questions
• The questions were designed to
give maximum insight into
shopper’s motivation and
behaviour
• The primary research was carried
out during August/September
2013.
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19. This presentation is a Sample
Extract.
For Details on the full report please
contact dale.henry@evolution-
insights.com
Evolution Insights Ltd
Prospect House
32 Sovereign Street
Leeds
LS1 4BJ
Tel: 0113 389 1038
http://www.evolution-insights.com
Evolution Insights: Shopper Insight Series
SAMPLE EXTRACT