When I look at my diet today I’ve given up many things moving to UK. Mediterranean diet sounds as a delicatessen to me and 10£ for one course in a restaurant like a bargain. I’ve adapted to the UK supper times, having dinner at 7:30 pm and being starving at 10 pm. However I’m happy with all of that.
If there is something that I will not abandon is my dinner. Eating is not cheating and a pint and nachos is not a dinner.
Society is becoming more individual focused, pickier, families are fragmented, different diets, intolerance, allergies…. Only 1 in 5 people eat their evening meals as a family around a dining table. Meals for 1 person has become the most usual catering representing 44% when in 1980 were 33%.
Source: Kantar WP
When in 1964 everybody was eating the same thing, evening meal was a formal appointment in the house, home cooked and more important “sitting down”. Not in front of the computer eating a sandwich (the UK’s most popular meal).
Home cooked has become a “tonight I will treat myself”. People are spending less and less time in the kitchen taken to prepare and cook the main meal. From 60 minutes in 1980 to 23 minutes in 2013.
I remain in the 1964, call me vintage but a sandwich in Tesco on the way to the pub is not dinner.
“Our homes may be full of cooking books but we’re nation spending less&Less time in the kitchen” this affirmation from Kantar Worldpanel make think me about my fancy colorful books from Jaime Oliver in kitchen…
32 minutes is the average of how long we spend cooking the main evening meal.
From “15 minutes” with Jamie Oliver TV program to the growth of “Tesco Finest” ready to cook/eat and “Taste-the-difference” (Sainsbury’s) we have evident changes on the shopping bag for the dinner.
So how the retailers are approaching these changes? They’re selling solutions, they’re becoming the Ikea of the food!
“10£ dinner for two” in Marks&Spencer is a good example as how a retailer can take advantage of a lack of time to cook to upsell products per trip. The meals deals are 1/3 of the revenue in the retailer.
Tesco Finest is another example of the approach to make the preparation of the dinner as fancy and ready as it’s possible.
The discounters and convenience stores are the only faces growing this year, one of the reasons is the change of the habits. I will focus on the convenience store, where we go to buy something fast for dinner. They have a really good opportunity to grow in the mid-week evening meals. Must probably they can benefit for a switching from the main fast food chains. The clearly response from the retailers is new convenience store: as Morrison has opened 100 M local stores and Tesco 150 Tesco Express.
This open a huge spectrum of possibilities to cross categories in the meal deals to create more occasions to eat some products, for example yoghurt as a dessert if you add 1£ more… give me solution if I haven’t planned a dessert.
Publicado en consume, FMCG, Food, retail
Etiquetado evening meal, habits, jamie oliver, kantar, meal deal, rachel's, tesco, tesco finest, uk