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In-Home Meal Occasions - UK - February 2012

“More than four in five consumers say that they enjoy spending time with their family, indicating that marketing products, services and entertainment around this notion of family time should therefore resonate with the majority of consumers.”

– Amy Lloyd, Food and Drink Analyst

Some questions answered in the report include:

  • How can brands and retailers leverage the notion of ‘family time’?
  • Which occasions solicit the greatest potential for increasing frequency?
  • Are consumers adopting a more informal approach to entertaining at home?
  • How can the market appeal to consumers put off from entertaining in the home?
  • How can the market drive usage among one-person households?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The landscape
              • Consumers look to show off their cookery skills
                • The future
                  • Market factors
                    • Families are a key market for in-home meal occasions
                      • Growth in the number of ABs will aid premiumisation
                        • Smaller households to see biggest increase
                          • Innovation
                            • Sharing options gain in popularity
                              • Convenience allows consumers to recreate the restaurant experience
                                • The consumer
                                  • Special events are the most popular cause for in-home meal occasions
                                    • Figure 1: Occasions in the home when particular food and drink has been purchased, December 2011
                                  • Seasonal occasions generate the greatest expenditure at £36.74
                                    • Figure 2: Average amount spent on occasions in the home when food and drink has been purchased, December 2011
                                  • Scratch cooking dominates in-home meal occasions
                                    • Figure 3: Agreement with statements on eating/drinking occasions in the home, December 2011
                                  • The vast majority of consumers make a big effort when entertaining
                                    • Figure 4: Agreement with statements on entertaining in the home, December 2011
                                  • What we think
                                  • Issues in the Market

                                      • How can brands and retailers leverage the notion of ‘family time’?
                                        • Which occasions solicit the greatest potential for increasing frequency?
                                          • Are consumers adopting a more informal approach to entertaining at home?
                                            • How can the market appeal to consumers put off from entertaining in the home?
                                              • How can the market drive usage among one-person households?
                                              • Future Opportunities

                                                  • Guiding Choice
                                                    • Let’s Make a Deal
                                                    • Internal Market Environment

                                                      • Key points
                                                        • Entertaining in the home remains popular for the majority
                                                          • Figure 5: Agreement with the statement ‘I enjoy entertaining people at home’, 2007-11
                                                        • Family time appeals to more than four in five consumers...
                                                          • Figure 6: Agreement with the statement ‘I enjoy spending time with my family’, 2007-11
                                                        • …fuelling NPD on sharing formats
                                                          • Self-treating gains in popularity
                                                            • Figure 7: Trading down from eating out to premium in-home foods, January 2009-October 2011
                                                          • Occasions provide for inspiration
                                                          • Broader Market Environment

                                                            • Key points
                                                              • Consumer incomes remain under pressure
                                                                • Figure 8: Year-on-year percentage change in average weekly earnings compared to inflation in the UK, January 2007-October 2011
                                                              • Pressure on real incomes is affecting consumer confidence
                                                                • Demographic changes
                                                                  • Families are a key market for in-home meal occasions
                                                                    • Figure 9: Forecast adult population trends, by lifestage, 2006-16
                                                                  • One-person households pose a challenge to the market
                                                                    • Figure 10: UK households, by size, 2006-16
                                                                  • Growth in the number of ABs will aid premiumisation
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • Dining out remains a spending priority…
                                                                        • Figure 11: Items and activities extra money is spent on, December 2011
                                                                      • …although there is evidence of trading down
                                                                        • Figure 12: Agreement with the statement ‘I often eat in good restaurants’, 2007-11
                                                                      • Takeaways benefit from impulse ordering
                                                                        • Figure 13: Agreement with the statement ‘I like to eat takeaway meals’, 2007-11
                                                                    • Strengths and Weaknesses

                                                                      • Strengths
                                                                        • Weaknesses
                                                                        • Who’s Innovating?

                                                                          • Key points
                                                                            • Convenience allows consumers to recreate the restaurant experience…
                                                                              • …as does indulgence
                                                                                • Sharing options gain in popularity
                                                                                  • Party food offers consumers a hassle-free way of entertaining
                                                                                    • Restaurant brands and takeaway themes cross over into retail
                                                                                      • New cuisines provide flavour inspiration
                                                                                      • Consumer – In-Home Meal Occasions

                                                                                        • Key points
                                                                                          • Special occasions are the most popular cause for in-home meal occasions
                                                                                              • Figure 14: Occasions in the home when particular food and drink has been purchased, December 2011
                                                                                              • Figure 15: Index of selected occasions when particular food and drink has been purchased, by socio-economic group and annual household income, December 2011
                                                                                            • The Saturday night effect outweighs the Come Dine with Me trend
                                                                                              • Barbecues appeal to the 25-54s and those with children…
                                                                                                  • Figure 16: Purchasing food and drink specifically for having a barbecue, by presence of own children and household size, December 2011
                                                                                                • …while the under-25s enjoy hosting parties
                                                                                                  • Sporting events appeal to men
                                                                                                  • Consumer – Spend on In-Home Meal Occasions

                                                                                                    • Key points
                                                                                                      • Seasonal occasions generate the greatest expenditure at £36.74
                                                                                                          • Figure 17: Average amount spent on occasions in the home when food and drink has been purchased, December 2011
                                                                                                          • Figure 18: Average amount spent on a seasonal occasion eg New Year’s Eve, by age, socio-economic group and annual household income, December 2011
                                                                                                        • Saturday nights in prove popular for families
                                                                                                          • Figure 19: Average amount spent on a Saturday night in, by age, socio-economic group, annual household income and presence of children, December 2011
                                                                                                        • Men and Waitrose shoppers spend more on entertaining friends
                                                                                                          • Figure 20: Average amount spent when entertained friends/had friends over, by gender, age, socio-economic group, annual household income and presence of children, December 2011
                                                                                                          • Figure 21: Average amount spent when entertained friends/had friends over, by supermarket used, December 2011
                                                                                                      • Consumer – Attitudes Towards In-Home Meal Occasions

                                                                                                        • Key points
                                                                                                          • Scratch cooking dominates in-home meal occasions…
                                                                                                              • Figure 22: Agreement with statements on eating/drinking occasions in the home, December 2011
                                                                                                            • …although cheat methods appeal to a sizeable minority
                                                                                                                • Figure 23: Index of agreement with selected statements on eating/drinking occasions in the home, by occasions in the home when food and drink has been purchased, December 2011
                                                                                                              • Accommodating and impressing guests is important to around a third…
                                                                                                                • Figure 24: Index of agreement with selected statement ‘I try to offer a variety of foods to suit everyone (eg vegetarians, dieters etc), by gender, socio-economic group and annual household income, December 2011
                                                                                                              • …while only a fifth split the cost
                                                                                                                • Figure 25: Agreement with statement ‘When entertaining friends, we tend to share the cost eg one pays for the food, the other drinks’, by age, December 2011
                                                                                                              • Catering option does not appeal to consumers
                                                                                                              • Consumer – Attitudes Towards Entertaining in the Home

                                                                                                                • Key points
                                                                                                                  • The vast majority of consumers make a big effort when entertaining
                                                                                                                      • Figure 26: Agreement with statements on entertaining in the home, December 2011
                                                                                                                    • The majority enjoy inviting people into their home
                                                                                                                        • Figure 27: Index of agreement with statements on entertaining in the home, by age, socio-economic group and annual household income, December 2011
                                                                                                                      • Around two fifths find entertaining in the home stressful
                                                                                                                          • Figure 28: Agreement with the statement ‘I find entertaining at home stressful’, by statements on eating/drinking occasions in the home, December 2011
                                                                                                                        • Planning ahead vs spur of the moment
                                                                                                                        • Consumer – Targeting Opportunities

                                                                                                                          • Key points
                                                                                                                            • Three target groups
                                                                                                                              • Figure 29: Target groups based on attitudes towards in-home meal occasions, December 2011
                                                                                                                            • Sports Enthusiasts (31%)
                                                                                                                              • Social Cooks (36%)
                                                                                                                                • Stressed-Out Planners (33%)
                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                    • Figure 30: Agreement with selected lifestyle statements on eating habits, by demographics, 2011
                                                                                                                                    • Figure 31: Agreement with selected lifestyle statements on entertaining, by demographics, 2011
                                                                                                                                • Appendix – Broader Market Environment

                                                                                                                                    • Figure 32: GDP, PDI, consumer expenditure and savings, at constant 2011 prices, 2006-16
                                                                                                                                    • Figure 33: Trends in the age structure of the UK population, 2006-16
                                                                                                                                • Appendix – Consumer – In-Home Meal Occasions

                                                                                                                                    • Figure 34: Occasions in the home when food and drink has been purchased, December 2011
                                                                                                                                    • Figure 35: Most popular occasions in the home when food and drink has been purchased, by demographics, December 2011
                                                                                                                                    • Figure 36: Next most popular occasions in the home when food and drink has been purchased, by demographics, December 2011
                                                                                                                                • Appendix – Consumer – Spend on In-Home Meal Occasions

                                                                                                                                    • Figure 37: Amount spent on occasions in the home when food and drink has been purchased, December 2011
                                                                                                                                    • Figure 38: Amount spent on special event at home with partner/family when food and drink has been purchased, by demographics, December 2011
                                                                                                                                    • Figure 39: Amount spent on seasonal occasion when food and drink has been purchased, by demographics, December 2011
                                                                                                                                    • Figure 40: Amount spent on dinner party when food and drink has been purchased, by demographics, December 2011
                                                                                                                                    • Figure 41: Amount spent on party when food and drink has been purchased, by demographics, December 2011
                                                                                                                                    • Figure 42: Amount spent on entertained friends/had friends over when food and drink has been purchased, by demographics, December 2011
                                                                                                                                    • Figure 43: Amount spent on barbecue when food and drink has been purchased, by demographics, December 2011
                                                                                                                                    • Figure 44: Amount spent on Saturday night in when food and drink has been purchased, by demographics, December 2011
                                                                                                                                • Appendix – Consumer – Attitudes Towards In-Home Meal Occasions

                                                                                                                                    • Figure 45: Agreement with statements on eating/drinking occasions in the home, December 2011
                                                                                                                                    • Figure 46: Agreement with statements on eating/drinking occasions in the home, by most popular occasions in the home when food and drink has been purchased, December 2011
                                                                                                                                    • Figure 47: Agreement with statements on eating/drinking occasions in the home, by next most popular occasions in the home when food and drink has been purchased, December 2011
                                                                                                                                    • Figure 48: Agreement with most popular statements on eating/drinking occasions in the home, by demographics, December 2011
                                                                                                                                    • Figure 49: Agreement with next most popular statements on eating/drinking occasions in the home, by demographics, December 2011
                                                                                                                                • Appendix – Consumer – Attitudes Towards Entertaining in the Home

                                                                                                                                    • Figure 50: Agreement with statements on eating/drinking occasions in the home, December 2011
                                                                                                                                    • Figure 51: Agreement with statements ‘I like to make a big effort when entertaining at home’ and ‘I enjoy hosting parties’, by demographics, December 2011
                                                                                                                                    • Figure 52: Agreement with statements ‘I find entertaining at home stressful’ and ‘I enjoy cooking for my family/friends’, by demographics, December 2011
                                                                                                                                    • Figure 53: Agreement with statements ‘I find it cheaper to entertain at home, rather than go out’ and ‘I sometimes entertain at home on the spur of the moment’, by demographics, December 2011
                                                                                                                                    • Figure 54: Agreement with statements ‘I like to splash out on drinks when having people over’ and ‘I am comfortable inviting friends/family into my home’, by demographics, December 2011
                                                                                                                                    • Figure 55: Agreement with statements ‘I like to take advantage of good weather by having friends around’ and ‘I like to plan ahead when inviting people around’, by demographics, December 2011
                                                                                                                                    • Figure 56: Agreement with statement ‘I tend to stick to one cuisine when entertaining’, by demographics, December 2011
                                                                                                                                • Appendix – Consumer – Targeting Opportunities

                                                                                                                                    • Figure 57: Target groups, by demographics, December 2011
                                                                                                                                    • Figure 58: Occasions in the home when food and drink has been purchased, by target groups, December 2011
                                                                                                                                    • Figure 59: Amount spent on food and drink for special event, by target groups, December 2011
                                                                                                                                    • Figure 60: Amount spent on food and drink for seasonal occasion, by target groups, December 2011
                                                                                                                                    • Figure 61: Amount spent on food and drink for dinner party, by target groups, December 2011
                                                                                                                                    • Figure 62: Amount spent on food and drink for party, by target groups, December 2011
                                                                                                                                    • Figure 63: Amount spent on food and drink for entertaining friends/having friends over, by target groups, December 2011
                                                                                                                                    • Figure 64: Amount spent on food and drink for barbecue, by target groups, December 2011
                                                                                                                                    • Figure 65: Amount spent on food and drink for Saturday night in, by target groups, December 2011
                                                                                                                                    • Figure 66: Agreement with statements on eating/drinking occasions in the home, by target groups, December 2011
                                                                                                                                    • Figure 67: Agreement with statements on eating/drinking occasions in the home, by target groups, December 2011

                                                                                                                                Companies Covered

                                                                                                                                • Arsenal Football Club
                                                                                                                                • Asda Group Ltd
                                                                                                                                • Bacardi & Company Limited
                                                                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                • Cadbury Trebor Bassett
                                                                                                                                • Co-operative Group
                                                                                                                                • Council of Mortgage Lenders
                                                                                                                                • Domino's Pizza UK & IRL, plc
                                                                                                                                • Gourmet Burger Kitchen
                                                                                                                                • Government Actuary's Department (GAD)
                                                                                                                                • Groupon, Inc.
                                                                                                                                • ITV plc
                                                                                                                                • J. Sainsbury
                                                                                                                                • Kantar Media
                                                                                                                                • KFC Ltd (UK)
                                                                                                                                • La Tasca Restaurants Ltd
                                                                                                                                • Lidl (UK)
                                                                                                                                • Little Venice Cake Company
                                                                                                                                • Loch Fyne Restaurants Ltd
                                                                                                                                • Marks & Spencer
                                                                                                                                • Mars Incorporated
                                                                                                                                • mmO2 plc
                                                                                                                                • Nandos UK
                                                                                                                                • Nestlé UK Ltd
                                                                                                                                • Office for National Statistics
                                                                                                                                • Orange plc (UK)
                                                                                                                                • Pepsi-Cola UK
                                                                                                                                • Pernod Ricard
                                                                                                                                • PizzaExpress Limited
                                                                                                                                • T-Mobile (UK) Ltd
                                                                                                                                • Tesco Plc
                                                                                                                                • Thorntons Plc
                                                                                                                                • Union of European Football Association (UEFA)
                                                                                                                                • Virgin Media Ltd
                                                                                                                                • Virgin Mobile
                                                                                                                                • Vodafone Group Plc (UK)
                                                                                                                                • Wagamama Ltd
                                                                                                                                • Waitrose Ltd
                                                                                                                                • Walkers Snack Foods Limited
                                                                                                                                • Wall's
                                                                                                                                • Wm Morrison Supermarkets

                                                                                                                                In-Home Meal Occasions - UK - February 2012

                                                                                                                                £1,750.00 (Excl.Tax)