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Food Related Lifestyle (FRL) Segments and Speciality Food

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Food Related Lifestyle (FRL)
Segments and Speciality Foods
Market in Great Britain
Aoife Wycherley
Supervisors
Mr Cathal Cowan (AFRC)
Dr. Mary McCarthy (UCC)
Contents
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Objectives
Speciality Food
British Speciality Food
Market
Lifestyle Segmentation
FRL & Reduced FRL
Drivers of Demand
Speciality Orientated
Segments
Further Analysis
Objectives
1.
To understand the degree to which the FRL
segments
identified
in
Britain
are
speciality orientated with regards their
food attitudes and behaviours
2.
To use a set of speciality statements to
identify speciality lifestyle segments
and then profile these consumer segments
Speciality Foods
=products outside the mainstream with
special characteristics that differentiate
them from standard foods
British Speciality Food Market
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Why the British market?
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British Speciality Food and Drink market is
valued at
€7.6bn
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78% British population either buy or aspire to
buying speciality food
Lifestyle Segmentation
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The products people purchase act as a
representation of their lifestyle
Lifestyle segmentation is used to gather
purchase-related information about
consumers
Allows an insight into the types of products
an individual has in their shopping basket
FRL: The Concept
(BrunsГё & Grunert, MAPP Institute in Denmark)
Ways of
shopping
Product
attributes
Purchasing
motives
Quality
aspects
Cooking
methods
Values
Consumption
situations
Food Related Lifestyle (FRL)
= a measurement instrument that collects
consumer information on attitudes
and behaviour to the purchase,
preparation and consumption of
food products
FRL Segments UK 2002
9%
20%
17%
Snacking
Careless
Uninvolved
14%
26%
14%
Rational
Adventurous
Conservative
Reduced FRL (RFRL) Questionnaire
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Concept developed by de Boer et al.
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Reduced number items in questionnaire
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Used as comparison tool
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Using 2002 FRL segments as base line
Drivers of Demand
…Environment
Income
Discerning
Society
…Food
Organic/Natural
Products
Taste
Lifestyle
Declining
Household
Size
…Individual
Speciality
Food
Quality
Health
Safer
Foods
Support
Local
Authenticity
Producers
Environmental
Travel & Dining Convenient Availability
Products
Location
Out
6 FRL Segments
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Speciality
Orientated (77%):
пЃ¬ Adventurous
пЃ¬ Rational
пЃ¬ Careless
пЃ¬ Snacking
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Not so Speciality
Orientated (23%):
пЃ¬ Uninvolved
пЃ¬ Conservative
Adventurous Consumer
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Most speciality orientated segment
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Product information is important
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Seek variety in the foods they consume
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Most likely to purchase organic foods and
not mind paying a premium for them
Adventurous: Behaviour
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Most frequent users of speciality foods
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Spend the most
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Most frequent purchasers of speciality foods from
local producers
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Use speciality foods regularly and as part of
cooking (trad/ethnic)
Adventurous: Demographics
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Middle aged females
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Living with spouse or partner
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High level of education
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High income group
Rational Consumer
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Most likely to consider themselves speciality
consumers
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Strong desire to impress others
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Product info is important. Use advertising to
help make better buying decisions
Rational: Behaviour
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Frequent users of speciality foods
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High spenders
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Most frequent purchasers of speciality foods in
speciality stores and delicatessens
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Use speciality foods at weekends and for cooking
(trad/ethnic)
Rational: Demographics
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Middle aged or older
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Least likely to be working
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Modest income
Careless Consumer
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Uses travel as opportunity to try new foods
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Enjoy the experience of speciality stores and
farmers markets
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Non-compliers
Careless: Behaviour
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Less frequent users of speciality foods
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Medium spenders
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Tend to shop for speciality foods at supermarkets,
farmers markets and speciality stores
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Use speciality foods for indulgence and cooking
(trad/ethnic)
Careless: Demographics
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Young-middle aged males
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Employed full time
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Modest income
Snacking Consumer
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Convenience is paramount
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Less interest in seeking variety
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Less interest in trying & experimenting with
new recipes e.g. foreign recipes
Snacking: Behaviour
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Infrequent users
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Low spend on speciality food
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Use convenience stores and local producers to
buy their speciality foods
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Tend to use speciality foods at the weekends
Snacking: Demographic
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Young males
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Less likely to be well educated
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Low income
Further Analysis
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Identify new speciality lifestyle segments
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Profile these segments based on their
attitudes and behaviour regarding
speciality food and also their demographics
Thank You
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