Impact of Media on Eating Out , The - UK
Veröffentlicht: 1.1.2007
Von: Mintel International Group Ltd.
Seiten: 73
Region: unbekannt
Kurzfassung
Although one half of all consumers admit to being influenced by the media when it comes to eating out, the other half claim that they eat what they want, where they want and that the media has no impact on them.
This suggests that there is a polarisation of views among adults and it would seem that the likelihood to be influenced by the media is heavily dependent on someone’s education and affluence.
This report looks at the ways in which the media affects the eating out market, drawing extensively on consumer research and giving examples of how eating out operators have responded to these issues.
Inhaltsverzeichnis
- Issues in the Market
- Main issues
- Definition
- Abbreviations
- Market in Brief
- Media fuelling interest, knowledge and a sense of adventure
- Government campaigns have had the most impact
- Figure 1: Most important factors influencing consumers when eating out, November 2006
- Changes as a result
- Internal Market Environment
- Key points:
- Government weighs into food debate
- School dinners take centre stage
- Family-friendly restaurants accused of offering too much junk food
- Figure 2: Selected family-friendly restaurants ranked by nutrition, November 2006
- Magazines covering food
- Figure 3: Leading cookery and kitchen magazines by circulation, 2005-06
- TV programmes covering food
- Treats being pushed out by a healthy conscience
- Figure 4: Agreement with selected lifestyle statements on diet, 2002-2006
- Figure 5: Agreement with selected lifestyle statements on types of media, 2002-06
- Figure 6: Selected websites browsed for information purposes in the last three months, 2002-06
- Broader Market Environment
- Key points:
- Consumer confidence and expenditure still high
- Figure 7: Trends in PDI and consumer expenditure, 2001-11
- An ageing population expects quality when eating out
- Figure 8: Trends in the UK population by age, 2001, 2006 and 2011
- Population going upmarket
- Figure 9: Trends in the adult population* by socio-economic group, 2001, 2006 and 2011
- Competitive Context
- Key points:
- The UK eating out market
- Figure 10: The UK market for eating out, 2001-06
- Figure 11: The UK market for eating out*, by sector, 2001-06
- Current Media Influences and Propensity for Consumers to Change
- Using media as a marketing tool
- Figure 12: Combination of current media influence & propensity to change, November 2006
- Marketing interpretation of Figure 12
- Identifying the level of influence in the population
- The impact of demographic changes
- Ageing population provides challenges
- Figure 13: Demographic impact on media influence & propensity to change, 2006-11
- Family campaigns
- Figure 14: Detailed demographic impact on future media influence & propensity to change typologies, November 2006
- Case Studies
- McDonald’s
- Effects from media coverage:
- Burger King
- Effects from media coverage:
- KFC
- Effects from media coverage:
- Pizza Hut
- Effects from media coverage:
- Mitchells & Butlers
- Effects from media coverage:
- Spirit Group
- Effects from media coverage:
- Gondola
- Effects from media coverage:
- The Restaurant Group
- Effects from media coverage:
- Media Influences on Eating Out
- Key points:
- Figure 15: Media factors affecting eating out habits, November 2006
- Government-led healthy eating campaign hits home
- Figure 16: Most popular media factors affecting consumers’ eating out habits, by gender, age, socio-economic status, marital and working status, November 2006
- Retired people immune to media factors
- Figure 17: Most popular media factors affecting consumers’ eating out habits, by detailed lifestage, number of children in household, region and ACORN category, November 2006
- Educated and affluent consumers lap up restaurant reviews
- Figure 18: Most popular media factors affecting consumers' eating out habits, by media, Internet and supermarket usage, and commercial TV viewing, November 2006
- Young people want to eat out at hotspots
- Figure 19: Next most popular media factors affecting consumers’ eating out habits, by gender, age, socio-economic status, marital and working status, November 2006
- Factual info scores with Third Age and Urban Prosperity sectors
- Figure 20: Next most popular media factors affecting consumers’ eating out habits, by detailed lifestage, number of children in household, region and ACORN category, November 2006
- Marks & Spencer customers want to eat with the in-crowd
- Figure 21: Next most popular media factors affecting consumers’ eating out habits, by media, Internet and supermarket usage, and commercial TV viewing, November 2006
- Diners affected by news coverage also into government info
- Figure 22: Most popular media factors affecting consumers’ eating out habits, by media factors affecting the consumers eating out habits, November 2006
- Documentary fans like government initiative
- Figure 23: Next most popular media factors affecting consumers’ eating out habits, by media factors affecting the consumers eating out habits, November 2006
- Has the Media Affected Eating Out Habits?
- Key points:
- Figure 24: Eating out habits compared to two years ago, November 2006
- The use of publicising ‘healthy’ points of difference
- Figure 25: Most popular eating out habits compared to two years ago, by media factors affecting the consumers eating out habits, November 2006
- Media influenced diners want to eat in trendy places
- Figure 26: Next most popular eating out habits compared to two years ago, by media factors affecting the consumers eating out habits, November 2006
- The media-inspired are also easily put off
- Figure 27: Next most popular eating out habits compared to two years ago, eating out habits compared to two years ago, November 2006
- Has the Media Affected Eating Out Habits? - Detailed Demographics
- Most popular food choices
- Figure 28: Most popular eating out habits compared to two years ago, by detailed demographics, November 2006
- Next most popular food choices
- Figure 29: Next most popular eating out habits compared to two years ago, by detailed demographics, November 2006
- What Affect has the Media had on the Type of Food Chosen?
- Key points:
- Figure 30: Food chosen when eating out compared to two years ago, November 2006
- Short, simple and concise
- Figure 31: Most popular food chosen when eating out compared to two years ago, by media factors affecting the consumers eating out habits, November 2006
- One in three label readers take note of Government
- Figure 32: Next most popular food chosen when eating out compared to two years ago, by media factors affecting the consumers eating out habits, November 2006
- Swapping cola for cake and cream
- Figure 33: Most popular food chosen when eating out compared to two years ago, by food chosen when eating out compared to two years age, November 2006
- Fickle fashionistas
- Figure 34: Next most popular food chosen when eating out compared to two years ago, by food chosen when eating out compared to two years age, November 2006
- Label readers on look-out for superfoods
- Figure 35: Most popular food chosen when eating out compared to two years ago, by food chosen when eating out compared to two years age, November 2006
- Fashion seekers most adventurous in eating out habits
- Figure 36: Most popular food chosen when eating out compared to two years ago, by food chosen when eating out compared to two years age, November 2006
- What Affect has the Media had on the Type of Food Chosen? - Detailed Demographics
- Figure 37: Most popular food chosen when eating out compared to two years ago, by detailed demographics, November 2006
- Figure 38: Next most popular food chosen when eating out compared to two years ago, by detailed demographics, November 2006
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