1、Click here or press enter for the accessibility optimised versionAppetitefor growthHow the worldeats and drinksWe reveal the Demand Momentsthat drive individualconsumption decisionsClick here or press enter for the accessibility optimised versionUnearthinggrowthopportunitiesin food andbeverageA grou

2、ndbreaking studyuncovering why we eatwhat we eat and drinkwhat we drinkSometimes you can almost taste thepossibilities.We know there is a lot to be unpicked when itcomes to what we eat and drink.Yes,wewanted to capture the COVID period and itsconsequences,but we also knew it wasntrepresentative enou

3、gh.So we took a three-yearview of consumption across multiple countries.Put simply,we wanted to understand how theworld really eats and drinks with widerperspective beyond recent events.And guess what?It wasnt just about the foodand the drink the products.It was about thepeople we share it with,the

4、connections wemake,and the memories we create.In theseuncertain times,as consumers around theworld face ongoing economic challenges,thefood and beverage industry is searching forways to help consumers.And wouldnt youknow it,our work might just have foundanswers to some of the bigger questions.Our st

5、udy analyses 2.5 millionconsumption occasions to uncoverhidden growth opportunitiesOur team analysed 2.5 million consumptionoccasions to uncover hidden growthopportunities for brands and retailers,despitethe financial obstacles faced by manyconsumers.By diving into the concept ofDemand Moments,this

6、study opens up aworld of insights into consumer behaviour andpreferences,giving brands the tools they needto make smart,strategic decisions in order tocapture demand from more people on moreoccasions.So,pull up a chair and getcomfortable because were about to embark ona journey through a series of c

7、hapters thatexplore the findings and implications of thisstudy for the food and beverage industry.Turningthe tablesTruly understanding consumer habits is a crucialfirst step in unlocking growth opportunities forbrands.And for this to be successful,we need tobe as close as possible to the needs,uses,

8、andpriorities that come with any given product.Without that proximity to consumer demands,werisk missing the most significant moments of truth.The aim of this report is to efficiently guide youtowards what truly matters.Instead ofattempting to decipher individual componentsof a usage moment,we have

9、developed acomprehensive and exclusive framework thatcomprehensive and exclusive framework thatuncovers the most impactful consumptionperspectives for discovering growth territoriesand competing for new occasions.This framework will help you define whichcategories compete for similar demands,allowin

10、g you to innovate faster and smarterwhile ultimately marketing your product moreprecisely.Additionally,we explore examples ofhow to integrate this knowledge into executionplans to ensure the recipe is a success.The analysis identifies the unique combinations offeatures that make up a consumption exp

11、erience.The process involves analysing all contextual,functional,and emotional elements andsynthesizing them into“14 moments of truth“.This approach provides a clear perspective onhow to analyse brands,their competitors,andmarket categories.It also provides a roadmapfor growth,revealing strengths to

12、 reinforce andopportunities for expansion while alsoindicating areas of unexpected competition.We built the framework using our proprietaryusage panel that captures data across Brazil,Mexico,the United Kingdom,Spain,andFrance.It covers all 52 weeks of the year andmore than 2.5 million consumption oc

13、casionsmore than 2.5 million consumption occasionsevery year.By the end of 2023,we will have addedPortugal,Colombia,Germany and Italy in thereport.We also developed a“usage flex”platform to roll out usage panels elsewhere ondemand.The study also highlights regional differences infood and beverage co

14、nsumption,providingvaluable insights for brands looking to tap intothe global market.By understanding culturalnuances,brands can develop targetedstrategies to cater to the preferences ofconsumers in Europe,Latin America,andbeyond.In the dynamic food and beverage landscape,understanding the competiti

15、on is crucial forsuccess.Our research emphasizes theimportance of distinguishing between long-term and short-term influences on consumerpreferences.The study also explores the role ofretail in fulfilling these demands,with differentretailers and retail formats playing distinct rolesin each Demand Mo

16、ment.As we continue to track the global changes indemand,well also continue to explore theimplications of these findings for the industryand the ways in which brands can leveragethem to adapt and thrive in this uncertaineconomic climate.Click here or press enter for the accessibility optimised versi

17、onFeast ofopportunity:Dishing upsuccess for foodand beveragebrandsDefying assumptions ofmarket saturation,a mouthwatering analysisDespite cost pressures on consumers worldwide,This new study reveals a string of hiddengrowth opportunities for food and beveragemanufacturers and retailers that sell the

18、irproducts.Heart,stomach,clockThe growth opportunities for brands and retailerscome with a deeper dive into four growthscenarios.“We think about the impact of theheart,the stomach,and the clock onheart,the stomach,and the clock onconsumers decisions in almost every moment oftheir lives.“Its interest

19、ing to note that this is not adaypart segmentation alone that governsthese very different circumstantial driversof consumption.There are,of course,habitual times for certain meals and needs,but the clock can be about the influence oftime,or the pressure of time,not just thetime of day”.Sip,savour,an

20、d shop:tastyopportunitiesfor food andbeveragebrandsOur analytics experts built a matrix of 14 occasionsthat determine why we eat and drink what we eat.These contextual and circumstantial access pointsto consumption can then be used to guidedecisions on everything from pricing andassortment to new pr

21、oduct development and sales.The 14 Demand Moments map to four growthscenarios that identify how consumersprioritise their consumption.The first is thebiggest ”Daily Nourishment”and accountsbiggest ”Daily Nourishment”and accountsfor 39%of total occasions.Unsurprisingly,this isthe segment we all rely

22、on for our basic needs.As we go later into the day,consumers look formoments to unwind and relax,accounting for 10%of the occasions.And lastly,the study found a heavyemphasis(28%)on those bonding moments,oftenat the end of a work week,when we have time tospend quality time with friends and family.Th

23、e multi-country study,dispels commonassumptions that food and drink categories aresaturated or close to it.It also details aroadmap of clear actions that brands can take.Portfolio alignmentDiscover the art of food and drink pairingsMost occasions involving drinks also involve food,so find pairings(p

24、erhaps even unexpectedpairings)of food and drink types that can expand the opportunity set for your shoppers.Redefine snackingCan mini-meals also serve as a side dish,a topping,a condiment?Or,perhaps go the otherway and position them as meal replacements in the right circumstances.Broaden recipe hor

25、izonsGuiding consumers to expanding their recipe repertoire is a great way to tackle the functionalneeds of eating but mix it up with new ingredients that add to the emotional and pleasurableside of consumption.Click here or press enter for the accessibility optimised versionGlobetrottingtaste buds:

26、Unlocking thesecrets of globalpalatesUncover the recipe for successby tapping into regionalDemand MomentsTheres a certain poetry to the clatter of dishes,the mingling of aromas,and the symphony offlavours in the worlds kitchens.Its in the steamrising from a plate of rice and beans in Brazil,the sati

27、sfying crunch of a toasted sandwich inthe United Kingdom,and the golden embraceof an omelette in Spain.These food choices reveal the tapestry ofregional and country-level differences in foodand drink consumption habits.But theyre alsopointers to growth opportunities for brands inthe global food and

28、beverage sector.The study explores the differences betweenEurope and Latin America,taking into accountfactors including population,age,householdsize,and cultural nuances.The findingsestablish clear opportunities for brands lookingto fill rising demand by using some of theleading indicators identifie

29、d in the research.In Brazil and Mexico,“Filling Meals”,“LighterMeals”,and“Family Favourites”were morepopular,while“Balanced”and“Unwind”moments were more prevalent in Europe.The regional preferences provide growthA world of flavour:Tapping intoglobal palates for Food&Beverage growthThe regional prefe

30、rences provide growthopportunities for brands willing to adapt theirofferings to these distinct market needs.Habits are converging into more globalbehaviors,always remembering that choicescovering each demand are very different byregion.In Latin America,brands can capitalise on the largeand growing

31、demand for“Filling Meals”by offeringlarger portions,meal combos,or heavier ingredients.Meanwhile,the preference for“Lighter Meals”in Latin America,creates an opportunity forEuropean companies to introduce simpler mealoptions in the region.Creating targeted promotional deals or dedicatedbreakfast sec

32、tions in stores can help drive sales inthe“Kick Start”category.the“Kick Start”category.In Europe,shoppers crave“Complete&Balanced”meals,a chance for brands todeliver an encore performance with meal kits,pre-packaged salads,or healthy meal plans.InLatin America,this Demand Moment hasgrown by 21%in th

33、e last 2 years in the region.The“Stop&Go”category,featuring convenientand portable beverage options,is more prevalentin Europe.But it is on the rise in Latin America.Tosatisfy that demand,brands should considerintroducing convenient drink options that caterto busy consumers looking for quick solutio

34、ns inLatin American markets.It is of note that thisDemand Moment shows as a rising trend andhas grown in both regions in the last two years.In Europe,growth potential lies in the“HabitualNo Hassle”occasion;an area that increased itsshare of occasions by 14%in the last couple ofyears.Brands can focus

35、 on developing easy-to-prepare meal options or creating mealsubscription services that simplify meal planningand cooking for consumers.Family Favouritesalso present a growth opportunity in Latinalso present a growth opportunity in LatinAmerica,where this occasion has shown an 8%increase compared to

36、2 years ago.Given the popularity of this category in LatinAmerica,brands and retailers can offer family-sized meal options,promote shared diningexperiences,or develop products catering to awide range of ages and tastes.By decoding these contrasting consumptionhabits and leveraging the insights from

37、ourDemand Moments framework,brands can fine-tune their new product development,assortment,pricing and promotion strategies todeliver growth in food and drink categories.“Understanding the cultural nuancesof eating habits is essential forbrands looking to expand into newmarkets or increase their mark

38、etshare and penetration levels inexisting ones”Key opportunities for growthClick here or press enter for the accessibility optimised versionSurvivalof the tastiestDemystifyingconsumer preferencesand competitivestrategiesPicture a shopper wandering the aisles of agrocery store,searching for something

39、 tosatisfy their hunger or quench their thirst.Theymay reach for a familiar brand or,increasingly,be tempted to explore adjacent categories orventure beyond the expected to find what theycrave.In the ever-changing world of the foodand beverage(F&B)industry,understandingwho your competition is can be

40、 a complex andelusive endeavour.Our framework sheds light on the nuances ofconsumer preferences,connecting demandwith the shoppers lens and emphasizing theimportance of distinguishing between long-importance of distinguishing between long-term and short-term influences over theshopper.The research r

41、eveals a compellingcorrelation between less preparation timeand more expensive occasions,whileemotional needs like unwinding and spendingquality time together command higher prices.Money to be found“Weekend Reward”and“Stop&Go”occasions are 30%and 34%moreexpensive,respectively,than the averageDemand

42、Moment.Hunger games:uncoveringhiddencompetition forF&B rewardsIn our current inflationary climate,short-termchanges can have a profound impact onconsumer habits.The study compares long-term category priorities and the tacticalactivation of opportunistic growth.In the UnitedKingdom,for example,rising

43、 inflation has beenmirrored by a decrease in healthier andbalanced Demand Moments,while basicbalanced Demand Moments,while basicdemands such as“Kick Start”and“FillingMeals”are experiencing growth.Understandingthe balance between long-term trends andshort-term circumstances such as these iscrucial.Th

44、e role of retailDifferent retailers and retail formats alsoplay distinct roles in each DemandMoment.Hard Discounters have a more robustpresence in basic nourishment demands,especially in“Filling Meals”,where they are 30%larger than the average channel in the UK.Incontrast,top retailers,delis,and spe

45、cialistshops hold more significant positions amonghealthy,balanced,and higher dedicationmoments like“Time&Effort”.To navigate this shifting landscape effectively,food and beverage brands must develop adeeper understanding of price indexes,whereemotional factors and time pressures allowthem to set pr

46、ices that add value.Byrecognizing these changes in consumerpreferences and adjusting their strategiesaccordingly,they can successfully traverse thecompetitive terrain.“The key is to understand not only the changingconsumer preferences but also the unique rolesthat different retailers play in fulfill

47、ing thesethat different retailers play in fulfilling thesedemands”.Brands that can strategically adapttheir offerings and leverage these insights willbe better positioned to succeed in thiscompetitive market that is still trying tounderstand the impact of high inflation,particularly in European and

48、North Americanmarkets.To illustrate the power of the Demand Momentframework,lets use the ice cream category asan example.This is a category where somebrands,such as Halo Top and Oreo,havefound impactful ways to expand theirappeal and exposure to a wider range ofDemand Moments than we might expect.In

49、these instances,ice cream demonstrates astrong presence in the most emotionalscenarios,particularly in Sofa&Chill andTaking Time Together,but there are alsounlocked growth opportunities in morefunctional moments such as Afternoon Treatfunctional moments such as Afternoon Treatand Filling Meals.Halo

50、Top in the UK has helped to reinforce thecategory in Sofa&Chill,Complete&Balanced,and Time&Effort.Additionally,this lower-calorie,high-protein ice cream has expandedthe premium tubs appeal to a new demand ofSimple&Healthy.Another intriguing example of how categorystretching immediately unlocks acomp

51、lementary set of demands is Oreo.Oreo isamong the top 10 brands that added the mostshoppers in 2022 in Spain,with 27 millionadditional households.This is a highly visiblecase of how category stretching(in this case,from cookies to ice cream)can unlock acompletely complementary set of demands,from No

52、urishment&Restore to Unwind andTaking Time Together,bringing almost 3 pointsof additional penetration to the total brand.Innovation plays a central role inunlocking growth opportunitiesClick here or press enter for the accessibility optimised versionHow canwe help?Elevate your brand withunmatched in

53、sights intoEating and Drinking habitAppetising advantageElevate your brand with unmatched insights into Eating and Drinkinghabits.Seamlessly integrate our practical frameworks for an instantcompetitive edge.Category Growth MapGlobal Demand MomentsReport14 Demand Moments-Size&ProfileTop categories pe

54、rDemand MomentCross-country harmonisedreportsPortfolio StretchRange of flavours/variants togrow share of stomachWider addressable marketCategory producthierarchy-Top segments&brands-Sub Brand,pack/sizeAlways On toolSupport every businessprocess and work streamX-Filter dimensionQuarterly refreshLink

55、to Source of PurchaseConsumers are moving fast,so should you!Feast your eyes on moreunmissable insightsComing soonMind the gap:How Gen Zpeculiarities are reshapingDemand MomentsSummer 2023From farm to table:howsustainable choices connectwith our heartsAutumn 2023Click here or press enter for the acc

56、essibility optimised versionMethodologyDemand Moments:An analysisof consumer needsand market opportunitiesIn this study,Worldpanel introduces DemandMoments,an advanced approach to findingthe most relevant and differentiatingcombinations of all the features of aconsumption moment,to build an exclusiv

57、eand exhaustive consumption landscape madeup of separate Demand Moments,allcontextual,functional and emotional elementsof how we consume are combined into“onesingle moment of truth.This then basically gives us the mostmeaningful consumption lens through which toanalyse the role of brand,category and

58、competitors,whether that be rival brands orentirely different categories that appeal to thesame Moment as you.A roadmap for growththat instantly reveals where your core strengthsare and the messages you must reinforce,where you have meaningful headroom that youcould consider moving into alongside th

59、e keyfacets of consumption you would need toappeal to in order to stretch your presence,aswell as showing you where we likely have nomeaningful right to play in the short termwithout doing something radically different.Methodology overviewThe three-year study was conducted across fivecountries:the U

60、nited Kingdom(UK),France(FR),Spain(ES),Brazil(BR),and Mexico(MX).It draws on data beginning in 2020 and endingin Q3 2022 and analyses over 2.5 millionoccasions every year.SampleData was collected from a pool of 44,000 foodusage panellists via an online diary across 5countries in Europe and Latam.(Un

61、itedKingdom,France,Spain,Brazil and Mexico).The participants are asked to declare all meals,snacks,and drinks consumed at home overeach 7-day period,ensuring full coverage of alloccasions for every family member.Data analysisThe collected data was analysed by KantarsWorldpanel Usage experts by focus

62、ing on thefive Ws and condensing them into a single,behaviour-focused lens.We were able tosegment and classify 14 Demand Momentsacross different markets and consumptionoccasions.Future studiesFollowing the success of this study,we plan toexpand the analysis to other countries,including Colombia,Germ

63、any,Italy,andBelgium before the end of 2023.This willprovide an even more comprehensiveunderstanding of global consumer behaviourand help brands further optimise theirstrategies to capture and capitalise on Demandstrategies to capture and capitalise on DemandMoments.Additional countries are alsoposs

64、ible.We have also recently developed the UsageFlexplatform and will soon be launching belaunching more country-level usage panels ondemand.The Demand Moments methodologyoffers a powerful tool for brands toidentify market opportunities andunderstand consumer behaviour.Byexamining in-home consumptiono

65、ccasions through a behaviour-focusedlens,this study has provided valuableinsights that can help businesses unlocktheir full potential and thrive in acompetitive market.Contact our experts to discoverhow Demand Moments can helpyour brand unlock growth.Click here or press enter for the accessibility o

66、ptimised versionFood forThoughtExplore our publications and discover ouroffer to find out how we help brands growFood for ThoughtFind out more aboutDemand MomentsofferHave a look at ourlatest Foodserviceindustry newsDiscover our UsageFood panelsRead:Food and drinktransitions to post-lockdown habitsR

67、ead:Were stillspending less out-of-home than beforethe pandemicHow do consumersuse your products?Watch in EnglishWatch in SpanishWatch in PortugueseWatch in FrenchClick here or press enter for the accessibility optimised versionTo get in touch with our experts,please contactNuria Moreno|Global Director,OOH&Food UsageWorldpanel Division|Kantar-Javier Sanchez|Global Business Development Director,OOH&Food UsageWorldpanel Division|Kantar-Ensure you follow us on LinkedInand dont miss any of our updatesCookies 1 2 Terms 1 2 Privacy 1 2 P O W E R E D B Y