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Attitudes Towards Innovation in the Food Market - UK - July 2015

Sampling remains popular among would-be users as a prompt for trial. Further value can be built into free samples in the eyes of consumers through positioning them as exclusive, as many people like to be the first to try a new product.”

– Kiti Soininen, Head of UK Food, Drink and Foodservice Research

This report covers the following issues:

  • NPD is a necessity to retain consumer interest
  • Early access to products appeals to a minority
  • Recommendations are a key prompt to trial

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Market drivers
              • The ageing population poses a challenge
                • A rise in real disposable income should boost interest in new products
                  • One in 10 are prompted to buy new products by social media
                    • Brands
                      • Figure 1: Top 10 food brands, by association with “A brand that is innovative”, January 2013-April 2015
                    • The consumer
                      • Shoppers are most open to new products when buying treats or gifts
                        • Figure 2: Preference for new vs familiar products, by occasion, May 2015
                      • The power of brands holds strong in new product purchases
                        • Figure 3: Factors that prompt people to buy a new food product, May 2015
                      • Price promotions/special offers prompt eight in 10 people to buy a new food
                        • Figure 4: Marketing factors most likely to encourage the purchase of a new food product, May 2015
                      • Half of food shoppers stick to familiar products when in a hurry
                        • Figure 5: Attitudes towards shopping for new food products, May 2015
                      • Most people enjoy trying new food products
                        • Figure 6: Further attitudes towards food innovation, May 2015
                      • What we think
                      • Issues and Insights

                          • NPD is a necessity to retain consumer interest
                            • The facts
                              • The implications
                                • Early access to products appeals to a minority
                                  • The facts
                                    • The implications
                                      • Recommendations are a key prompt to trial
                                        • The facts
                                          • The implications
                                          • Market Drivers

                                            • Key points
                                              • The ageing population presents a challenge
                                                • Figure 7: Trends in the age structure of the UK population, 2010-15 and 2015-20
                                              • A rise in real disposable income should boost interest in new products
                                                • Figure 8: Financial wellbeing index, April 2009-April 2015
                                              • One in 10 are prompted to buy new products by social media
                                                • 16-34s are the most active users of social networks…
                                                  • …as are women
                                                  • Brand Research

                                                    • Methodology
                                                      • Top 10 innovative food brands
                                                        • Figure 9: Top 10 food brands, by association with “A brand that is innovative”, January 2013-April 2015
                                                      • Different markets represented in the top 10
                                                        • Format and flavour extensions promote innovative image
                                                          • Other brands create innovative image by filling a specific niche
                                                            • Pioneers in certain categories enjoy a strong innovative image
                                                              • Which consumers drive an innovative image?
                                                                • Figure 10: Agreement with “A brand that is innovative” of top brands, by age, January 2013-April 2015
                                                                • Figure 11: Agreement with “A brand that is innovative” of top brands, by socio-economic group and household income, January 2013-April 2015
                                                                • Figure 12: Agreement with “A brand that is innovative” of top brands, by gender, January 2013-April 2015
                                                              • The impact of advertising
                                                                • Figure 13: Share of recorded above-the-line, online display and direct mail advertising spending that each brand has in its category, 1 January 2010-20 April 2015
                                                              • What impact does being innovative have on how food brands are viewed?
                                                                • Figure 14: Comparison of most innovative brands against the mean scores of all food brands, by brand attributes, January 2013-April 2015
                                                              • Usage and awareness
                                                                • Differentiation
                                                                  • Trust
                                                                    • Figure 15: Comparison of most innovative brands against the mean scores of all food brands, by further brand attributes, January 2013-April 2015
                                                                  • Fun and vibrancy
                                                                    • Satisfaction
                                                                      • Figure 16: Positive satisfaction of selected brands in the top 10 innovative brands against their category competitors, January 2013-April 2015
                                                                    • How does the food market compare with other categories?
                                                                      • Figure 17: Top 10 brands associated with “A brand that is innovative” across selected categories, January 2013-April 2015
                                                                    • Other markets have brands that continue to disrupt markets and change lifestyles
                                                                      • Food brands are bound by different expectations to other markets
                                                                        • This limitation creates opportunities
                                                                        • The Consumer – Preference for New vs Familiar Products

                                                                          • Key points
                                                                            • Shoppers are most open to new products when buying treats or gifts
                                                                              • Figure 18: Preference for new vs familiar products, by occasion, May 2015
                                                                            • Gifting prompts shoppers to look for new products
                                                                              • Most shoppers lean towards the tried and tested for expensive food
                                                                              • The Consumer – Factors that Prompt Purchases of New Food Products

                                                                                • Key points
                                                                                  • The power of brands holds strong in new product purchases
                                                                                    • Figure 19: Factors that prompt people to buy a new food product, May 2015
                                                                                  • Trust facilitates brand expansion
                                                                                    • Untapped interest in small/trial-size packs of new food products
                                                                                      • Limited edition flavour launches attract the youth market the most
                                                                                        • Price promotions/special offers prompt eight in 10 people to buy a new food
                                                                                          • Figure 20: Marketing factors most likely to encourage the purchase of a new food product, May 2015
                                                                                        • Friends and family are relied upon for product recommendations
                                                                                        • The Consumer – Attitudes towards Shopping for New Products

                                                                                          • Key points
                                                                                            • Half of food shoppers stick to familiar products when in a hurry
                                                                                                • Figure 21: Attitudes towards shopping for new food products, May 2015
                                                                                              • Rising disposable incomes should see more openness to new products
                                                                                                • Food buyers like to know what to expect from a new product
                                                                                                  • A pool of early adopters seeking new products
                                                                                                  • The Consumer – Attitudes towards Food Innovation

                                                                                                    • Key points
                                                                                                      • Most people enjoy trying new food products
                                                                                                          • Figure 22: Further attitudes towards food innovation, May 2015
                                                                                                        • Two in five adults trust new branded products to be better quality than own-brand
                                                                                                          • Half of adults like to recommend new food products to others
                                                                                                            • Younger cohorts look for dialogue on NPD
                                                                                                            • The Consumer – Target Groups

                                                                                                              • Key points
                                                                                                                • Three target groups
                                                                                                                  • Figure 23: Target groups, May 2015
                                                                                                                • Disengaged – 22%
                                                                                                                  • Variety Lovers – 31%
                                                                                                                    • Immersed – 48%

                                                                                                                    Companies Covered

                                                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                                                    Attitudes Towards Innovation in the Food Market - UK - July 2015

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