Britons are Europe’s biggest on-the-go eaters and drinkers; in 2004, British consumers spent a total of £12.3bn (US$23.0bn) on snacks while on the move, representing an average of £204 per person a year – almost four times as much as their Spanish counterparts, according to a new report from independent market analyst Datamonitor.
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The report reveals that Sweden and the Netherlands came a distant second with £166 and £165 respectively, followed Germany with £162 and France with £146. Longer and more frequent journeys, changing working patterns, and a rising number of missed meals have all contributed to the growth of on-the-move snacking.
“Consumers are willing to multitask in order to maximise their leisure time so there is less importance placed on the traditional mealtimes and more on going out and enjoying life,” said Danielle Rebelo, consumer markets analyst at Datamonitor and author of the report.
Despite growing concern about unhealthy eating habits and obesity, consumers do not see snacking on the move as intrinsically unhealthy. Taste has the greatest influence on product choice and consumers are not prepared to compromise for added health benefits.
Boredom drives commuters to snacking
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By GlobalDataFrequent journeys and longer commuting are driving consumers to eat and drink on the move to relieve boredom. In 2004, Britons recorded the highest number of journeys per day with an average of 6.4 journeys per person per day compared to the European average of 4.5. Britons often ‘eat for the sake of it’ whilst travelling as opposed to satisfying hunger or saving time.
“Stress levels are often higher whilst commuting. Transport problems and cramped conditions experienced during the rush hours mean that consumers are seeking comfort from eating and drinking on-the-move to reduce stress levels, relieve boredom and give them a lift,” said Rebelo.
Snacks and takeaways top market
UK consumers spent £7.3bn on snacks and takeaways each year to consume on the move in 2004. This represents almost 60% of total spend. Their popularity is linked to their ready availability and facility to consume on the move. However, consumers are not willing to sacrifice taste for convenience. Experimentation and indulgence often dominate the snacking occasion driven by boredom, and consumers are seeking greater sensory impact from their food and drinks. Exotic flavours are growing in popularity and manufacturers are responding to consumers’ needs by launching new products. For example, KP has extended its McCoy’s crisps range with McCoy’s Spice, which include exotic flavours such as Balti Curry, Spiced Chili and Firecracker Chicken.
The low carb trend has slowed after its recent peak and the flood of low carb products onto the UK market. Slow carbs are now becoming increasingly popular as consumers try to avoid the ‘quick boost’ and subsequent ‘post-food lull’ that often happens after consumption of foods such as bread. For example, McDonald’s has recently added Quaker’s ‘OatsSo Simple’ porridge to its breakfast menu in UK fast food outlets.
Guilt-free satisfaction
Datamonitor research shows that less than a quarter of consumers believe eating between regular mealtimes is intrinsically unhealthy.
“Snacking is not seen as unhealthy but the product consumed determines one’s attitude to the healthiness of the snacking occasion. Consumers desire healthy convenient products that provide guilt-free satisfaction,” said Rebelo. “They are becoming more health conscious and this influences product choice, but taste remains the number one influencer.”
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