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Healthy Eating - Ireland - September 2009

Mintel’s consumer findings (June 2008) revealed that 18% of RoI and 13% of NI consumers stated that a healthy option on a menu was most important, when choosing a venue for eating out.

This therefore raises the question of whether there is sufficient demand to expand healthier menu choices. Changes in consumer behaviour in relation to eating more healthy foods, in addition to the mounting pressure by the government to improve the state of the nation’s health, would suggest there is.

As discussed in this report, it is evident that foodservice providers are seeing the benefits of investing in health strategies. However, the cost of adopting a healthier menu approach may prove too much of a risk for those providers already struggling with declining footfall and expenditure.

Key themes

  • What are the core factors driving consumers to choose one foodservice establishment over another?

  • Is it all about health, or do other factors such as indulgence and convenience play an important role in meeting consumers’ eating out expectations?

  • Which foodservice sector has been most successful and innovative in targeting health-conscious consumers?

  • What micro and macro factors have influenced healthy eating when eating out?

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Consumer findings in this report
            • Abbreviations
            • Insights and Opportunities

              • Untapped food tourism market
                • Putting the art into healthy food
                  • Healthy food to your doorstep
                  • Fast Forward Trends

                      • Trend 1: Portion Control
                        • What's it about?
                          • What we've seen
                            • What next?
                              • Trend 2: Snack Society
                                • What's it about?
                                  • What we've seen
                                    • What next?
                                    • Market in Brief

                                      • Taking a healthier approach to eating out
                                        • Slowdown in Ireland’s foodservice market growth
                                          • Growing preference to stay in
                                            • Eating out seen more as a treat
                                              • Healthy eating in fast food restaurants
                                              • Internal Market Environment

                                                • Key points
                                                  • The staying in threat
                                                    • The impact of the recession on spending habits
                                                      • Figure 1: Agreement with statements relating to how consumers have been affected by the credit crunch, RoI and NI, May 2009
                                                    • Choosing a quiet night in is on the rise
                                                      • Figure 2: Consumer agreement with the statement ‘I prefer a quiet evening at home than going out’, RoI and NI, 2003-08
                                                    • Time to indulge in the evening
                                                      • I’ll make up for it tomorrow
                                                        • The gender divide
                                                          • Figure 3: Consumer agreement to statement ‘Most of the time I’m trying to lose weight’, by gender, RoI and NI, 2007 and 2008
                                                        • Importance of lunchtime trade – targeting the health-conscious market
                                                          • Figure 4: Percentage of consumers who have eaten out in the last 12 months, and if they have their main meal at lunchtime or in the evening time, RoI and NI, 2003-08
                                                        • Health issues
                                                          • Health impact on consumer and food sector
                                                            • Strong views on health
                                                              • Government and media influence
                                                                • Health-drive revolution
                                                                  • The calorie count
                                                                    • Building alliances
                                                                    • Broader Market Environment

                                                                      • Key points
                                                                        • Money considerations
                                                                          • Figure 5: Economic outlook, NI and RoI, 2008-10
                                                                        • How will gender trends impact the market?
                                                                          • Figure 6: Population, by gender, RoI and NI, 2003-20
                                                                        • How will age impact the market?
                                                                          • Figure 7: Population projections, by age group, RoI and NI, 2006-26
                                                                        • Smaller households
                                                                          • Figure 8: Average size of households, RoI and NI, 1971-2007
                                                                      • Strengths and Weaknesses

                                                                        • Strengths
                                                                          • Weaknesses
                                                                          • Competitive Context

                                                                            • Key points
                                                                              • Chinese takeaway vs supermarket alternative
                                                                                • Figure 9: Comparison of a Chinese takeaway meal vs alternative supermarket meal version, 2009
                                                                              • Supermarket pizza proves most competitive
                                                                                • Figure 10: Comparison of a takeaway pizza vs alternative supermarket meal version, 2009
                                                                            • Market Overview

                                                                              • Key points
                                                                                • Growth in Ireland’s foodservice sector
                                                                                  • Figure 11: Foodservice market size and forecast, all-Ireland, RoI and NI, 2003-13
                                                                                • New customers for NI foodservice market
                                                                                  • Segment performance
                                                                                    • Figure 12: Foodservice value of purchases (VOP) according to sector, all-Ireland, 2004-09
                                                                                • Spotlight on Fast Food Restaurants and Takeaway Food

                                                                                  • Key points
                                                                                    • Penetration trends
                                                                                      • Understanding the takeaway target market
                                                                                        • Understanding the fast food restaurant target market
                                                                                          • Brand initiatives – takeaway food
                                                                                            • Brand initiatives – fast food restaurants
                                                                                              • Current developments (2009)
                                                                                                • Spotlight on McDonald’s
                                                                                                  • How has healthy eating evolved?
                                                                                                  • Spotlight on Coffee Shops and Sandwich Bars

                                                                                                    • Key points
                                                                                                      • Penetration trends
                                                                                                        • Understanding the target market
                                                                                                          • Brand initiatives
                                                                                                            • Starbucks
                                                                                                              • O’Briens
                                                                                                                • Doorsteps Gourmet Sandwiches (NI)
                                                                                                                  • Spotlight on Subway
                                                                                                                    • How has healthy eating evolved?
                                                                                                                    • Spotlight on Restaurants

                                                                                                                      • Key points
                                                                                                                        • Penetration trends
                                                                                                                          • Figure 13: Percentage of consumers who have visited a restaurant in last 12 months, by daytime, RoI and NI, 2003 and 2008
                                                                                                                        • Greater rise in nighttime diners in NI
                                                                                                                          • Figure 14: Percentage of consumers who have visited a restaurant during the day and in the evening within the last 12 months, by frequency, RoI and NI, 2003 and 2008
                                                                                                                        • Understanding the target market
                                                                                                                          • Brand initiatives
                                                                                                                            • Spotlight on Sushi King (RoI)
                                                                                                                              • Healthy ranges
                                                                                                                                • How has healthy eating evolved?
                                                                                                                                • Companies and Brands

                                                                                                                                  • Key points
                                                                                                                                    • Fast food restaurants
                                                                                                                                      • SpudUlike
                                                                                                                                        • Coffee shop and sandwich bar
                                                                                                                                          • O’Briens Sandwich Bars
                                                                                                                                            • Restaurant
                                                                                                                                              • Brooklodge and Wells Spa – Strawberry Tree Restaurant
                                                                                                                                                • Takeaway
                                                                                                                                                  • Smoothie Fresh
                                                                                                                                                  • Health Considerations When Eating Outside the Home

                                                                                                                                                    • Key points
                                                                                                                                                      • Importance of foodservice sector to Irish lifestyles
                                                                                                                                                        • Figure 15: Consumers' foodservice preference, by type of outlet, RoI and NI, 2003-08
                                                                                                                                                      • Rise in number of medium diners to restaurants during the evening
                                                                                                                                                        • Compromise on health but not surroundings
                                                                                                                                                          • Rise in number of heavy users of takeaway foods
                                                                                                                                                            • Figure 16: Consumer frequency to visit takeaway food outlet, RoI and NI, 2003 and 2008
                                                                                                                                                          • Limiting visits to fast food restaurants
                                                                                                                                                            • Figure 17: Consumer frequency to visit fast food restaurant, RoI and NI, 2003 and 2008
                                                                                                                                                          • Health vs type of foodservice outlet
                                                                                                                                                            • Figure 18: Percentage of consumers who have eaten or visited a foodservice establishment in the last year, in relation to health attitudes and behaviour, RoI and NI, 2008
                                                                                                                                                          • Facing facts
                                                                                                                                                            • Health focus
                                                                                                                                                              • Time pressures increase demand for fast food
                                                                                                                                                              • How Important is Having a Healthy Menu Option?

                                                                                                                                                                • Key points
                                                                                                                                                                  • Which menu options are most important?
                                                                                                                                                                    • Figure 19: Factors which are most important to consumers when choosing a venue for a night out with friends/partner from a food perspective, RoI and NI, June 2008
                                                                                                                                                                  • Who demands healthy options?
                                                                                                                                                                    • Figure 20: Percentage of consumers who stated that a healthy meal option was important on a menu, by gender, age and presence of children, RoI, June 2008
                                                                                                                                                                    • Figure 21: Percentage of consumers who stated that a healthy meal option was important on a menu, by gender, age and presence of children, NI, June 2008
                                                                                                                                                                  • Work/life balance
                                                                                                                                                                    • Figure 22: Percentage of consumers who stated that a healthy meal option was important on a menu, by working status, RoI and NI, June 2008
                                                                                                                                                                • Consumer Typologies

                                                                                                                                                                  • Key points
                                                                                                                                                                    • RoI consumer target groups
                                                                                                                                                                      • Figure 23: RoI consumer typologies, 2008
                                                                                                                                                                    • Health Sceptics
                                                                                                                                                                      • Health Traders
                                                                                                                                                                        • Health Advocates
                                                                                                                                                                          • NI consumer target groups
                                                                                                                                                                            • Figure 24: NI consumer typologies, 2008
                                                                                                                                                                          • Health Inbetweeners
                                                                                                                                                                            • Health Troopers
                                                                                                                                                                              • Health Cynics
                                                                                                                                                                              • Appendix

                                                                                                                                                                                • Internal Market Environment
                                                                                                                                                                                  • Eating out at lunchtime
                                                                                                                                                                                    • Figure 25: Eating out at lunchtime, by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                    • Figure 26: Main meal lunchtime, by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                    • Figure 27: Main meal in the evening, by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                    • Figure 28: Consumer response to statement ‘I prefer a quiet evening at home than going out’, by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                    • Figure 29: Consumer response to statement ‘I am eating more healthy food than I have in the past’, by demographic breakdown, NI and RoI, 2008
                                                                                                                                                                                    • Figure 30: Consumer response to statement ‘I should do more about my health’, by demographic breakdown, NI and RoI, 2008
                                                                                                                                                                                    • Figure 31: Consumer response to statement ‘I consider my diet to be very healthy’, by demographic breakdown, NI and RoI, 2008
                                                                                                                                                                                    • Figure 32: Consumer response to statement ‘I think all fast food is junk’, by demographic breakdown, NI and RoI, 2008
                                                                                                                                                                                  • Broader market environment
                                                                                                                                                                                    • Figure 33: Summary of Insolvent liquidations, high court liquidations, receiverships and examinerships, by industry, January-June 2009
                                                                                                                                                                                  • Spotlight on takeaway foods
                                                                                                                                                                                    • Figure 34: Takeaway food eaten in last 12 months, by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                    • Figure 35: Takeaway food (frequency: heavy users), by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                    • Figure 36: Takeaway food (frequency: medium users), by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                    • Figure 37: Takeaway food (frequency: light users), by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                  • Spotlight on fast food restaurants
                                                                                                                                                                                    • Figure 38: Fast food restaurants eaten at in last 12 months, by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                    • Figure 39: Fast food restaurants (frequency: heavy users), by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                    • Figure 40: Fast food restaurants (frequency: medium users), by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                    • Figure 41: Fast food restaurants (frequency: light users), by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                  • Spotlight on coffee shops and sandwich bars
                                                                                                                                                                                    • Figure 42: Coffee shops and sandwich bars visited in last 12 months, by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                    • Figure 43: Coffee shops and sandwich bars visited in last 12 months – coffee shops, by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                    • Figure 44: Coffee shops and sandwich bars visited in last 12 months – sandwich bars, by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                  • Coffee shops
                                                                                                                                                                                    • Figure 45: Coffee shops and sandwich bars (coffee shops – frequency: heavy users), by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                    • Figure 46: Coffee shops and sandwich bars (coffee shops – frequency: medium users), by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                    • Figure 47: Coffee shops and sandwich bars (coffee shops – frequency: light users), by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                  • Sandwich bars
                                                                                                                                                                                    • Figure 48: Coffee shops and sandwich bars (sandwich bars – frequency: heavy users), by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                    • Figure 49: Coffee shops and sandwich bars (sandwich bars – frequency: medium users), by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                    • Figure 50: Coffee shops and sandwich bars (sandwich bars – frequency: light users), by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                  • Spotlight on restaurants – day
                                                                                                                                                                                    • Figure 51: Restaurants used in last 12 months – day, by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                    • Figure 52: Restaurants (frequency: heavy users – day), by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                    • Figure 53: Restaurants (frequency: medium users – day), by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                    • Figure 54: Restaurants (frequency: light users – day), by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                  • Spotlight on restaurants – evening
                                                                                                                                                                                    • Figure 55: Restaurants used in last 12 months – evening, by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                    • Figure 56: Restaurants (frequency: medium users – evening), by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                    • Figure 57: Restaurants (frequency: light users – evening), by demographic breakdown, RoI and NI, 2008
                                                                                                                                                                                  • Competitive context
                                                                                                                                                                                    • Which? Guideline daily amounts
                                                                                                                                                                                      • M&S Plan A
                                                                                                                                                                                        • Health considerations when eating outside the home
                                                                                                                                                                                          • Figure 58: Consumers foodservice preference, by type of outlet, RoI and NI, 2003-08
                                                                                                                                                                                          • Figure 59: Percentage of consumers who agree with the statement ‘I should do more about my health’, by foodservice establishment, RoI and NI, 2008
                                                                                                                                                                                          • Figure 60: Percentage of consumers who agree with the statement ‘Most of the time I’m trying to lose weight’, by foodservice establishment, RoI and NI, 2008
                                                                                                                                                                                          • Figure 61: Percentage of consumers who agree with the statement ‘Because of my busy lifestyle, I don’t take care of myself as well as I should’, by foodservice establishment, RoI and NI, 2008
                                                                                                                                                                                        • How important is having a healthy menu option?
                                                                                                                                                                                          • RoI
                                                                                                                                                                                            • Figure 62: When choosing a venue for a night out with friends/partner, which of the following do you consider most important from a food perspective, by demographic breakdown, RoI, 2008
                                                                                                                                                                                            • Figure 63: When choosing a venue for a night out with friends/partner, which of the following do you consider most important from a food perspective, by demographic breakdown, RoI, 2008
                                                                                                                                                                                            • Figure 64: When choosing a venue for a night out with friends/partner, which of the following do you consider most important from a food perspective, by demographic breakdown, RoI, 2008
                                                                                                                                                                                          • NI
                                                                                                                                                                                            • Figure 65: When choosing a venue for a night out with friends/partner, which of the following do you consider most important from a food perspective, by demographic breakdown, NI, 2008
                                                                                                                                                                                            • Figure 66: When choosing a venue for a night out with friends/partner, which of the following do you consider most important from a food perspective, by demographic breakdown, NI, 2008
                                                                                                                                                                                          • Consumer typologies
                                                                                                                                                                                            • RoI consumer clusters
                                                                                                                                                                                              • Figure 67: RoI consumer target groups, by statements, 2008
                                                                                                                                                                                              • Figure 68: RoI consumer target groups, by frequency of use of eating out establishments, 2008
                                                                                                                                                                                              • Figure 69: RoI consumer target groups, by demographic breakdown, 2008
                                                                                                                                                                                            • NI consumer clusters
                                                                                                                                                                                              • Figure 70: NI consumer target groups, by statements, 2008
                                                                                                                                                                                              • Figure 71: NI consumer target groups, by frequency of use of eating out establishments, 2008
                                                                                                                                                                                              • Figure 72: NI consumer target groups, by demographic breakdown, 2008

                                                                                                                                                                                          Companies Covered

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

                                                                                                                                                                                          Healthy Eating - Ireland - September 2009

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