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Media and Food (The) - UK - October 2009

  • Health advice is constantly in the media and just under 10m people try to keep up to date with such health advice. However, the vast majority of these (just under 9m) admit that conflicting advice is confusing.
  • The majority of consumers (23m) believe they know what to do to keep healthy and 14m are committed to leading a healthier lifestyle. Women, over-55yr olds and ABC1s have the highest levels of interest in their health.
  • Overall, TV programmes have the greatest influence on people’s eating habits – and 8m people are influenced by what they see on the TV. But there is little difference between news/ documentaries, the government, print media and food advertising in the amount of influence they exert. Between 6.5m and 7.5m people take heed of these sources of advice.
  • ‘Celebrities’ has a more minor role – with fewer than one in ten admitting to being influenced by programmes such as Jamie Oliver’s Ministry of Food and even fewer (one in 100) saying they want to emulate celebrities on diets.
  • 13m people believe themselves to be uninfluenced by the media although most consumers are making real changes to their eating habits compared to two years ago. Fruit and veg is the main beneficiary, with 20m people eating more of this. Between 11m and 14m people are cutting down on fizzy drinks, processed food and/ or alcohol.
  • The recession is leading to more changes in eating habits; some 13m people are cooking from scratch more often and 10m are buying more of the cheaper brands or own-label. A similar number are supporting their local economy by buying more local produce.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Qualitative research
            • Abbreviations
            • Future Opportunities

              • Simplify, simplify, simplify
                • Eating for the environment
                  • Getting stuck into the joy of cooking
                  • Market in Brief

                    • What is dominating public debate?
                      • Food for pleasure
                        • Fragmented media land
                          • Consumers are making real changes
                            • Looking forward
                            • Internal Market Environment

                              • Key points
                                • A little of what you fancy
                                  • Figure 1: Agreement with lifestyle statements about diet and health, 2004-08
                                • Exploring the world of food
                                  • Figure 2: Attitudes towards food preparation, 2005-09
                                • Contributing to change
                                  • Learning more
                                    • Back to the stove
                                      • But weight continues to be a problem
                                        • Figure 3: Attitudes towards diet and health, 2004-08
                                      • Getting slimmer…and fitter?
                                        • Figure 4: Trends in adults trying to slim, 2004-08
                                      • The state steps in
                                        • Figure 5: Prevalence of obesity in children aged 2-15, by gender, 2003 and 2010
                                      • Get moving
                                        • Returning to roots
                                          • Figure 6: Attitudes towards food buying, 2005-09
                                        • Shopping with care
                                          • The organic debate
                                            • Another route to freshness
                                              • Another government initiative
                                                • The wider environmental debate
                                                  • The impact of Ofcom
                                                  • Broader Market Environment

                                                    • Key points
                                                      • Shifting age structure brings new opportunities
                                                        • Figure 7: Structure of the UK population, by age, 2004-14
                                                      • The leading edge?
                                                        • Figure 8: Structure of the UK population, by socio-economic group, 2004-14
                                                      • Belt tightening
                                                        • Figure 9: Percentage annual change in PDI and consumer expenditure, 2004-14
                                                      • Other effects
                                                      • The Media Landscape

                                                        • Key points
                                                          • All change in media land
                                                            • Traditional print – targeted magazines
                                                              • Figure 10: Circulation of cookery titles, 2009
                                                            • Reaching bigger numbers
                                                              • Figure 11: Circulation of customer magazines, 2009
                                                            • Women’s interests
                                                              • Not just women
                                                                • Traditional TV
                                                                  • Figure 12: TV programming on cookery, by main channels, September* 2009
                                                                • In memory of Keith Floyd
                                                                  • Non-traditional print and TV
                                                                    • Books
                                                                      • What about advertising – do consumers feel besieged?
                                                                        • Figure 13: Attitudes towards advertising, 2005-09
                                                                    • Influence of New Technology

                                                                      • Key points
                                                                        • Ready to hand
                                                                          • Figure 14: Trends in internet-related lifestyle statements, 2005-09
                                                                        • Accessing all info
                                                                          • Figure 15: Types of websites browsed for information purposes in the last three months, January and April 2009
                                                                        • Moving beyond the internet
                                                                          • Opening a dialogue
                                                                            • How about sponsorship?
                                                                              • Blogging not yet mainstream!
                                                                              • Celebrity and Food

                                                                                • Key points
                                                                                  • Let’s really shift some product
                                                                                    • Figure 16: Selected examples of celebrity effects on specific food sales, 2000-09
                                                                                  • More fundamental changes
                                                                                    • Figure 17: The effect of celebrity chefs on consumers, January/February 2008
                                                                                  • Individual popularity stakes
                                                                                    • And what about the government’s role?
                                                                                      • An important proviso
                                                                                      • Strengths and Weaknesses of Media Influence

                                                                                        • Strengths
                                                                                          • Weaknesses
                                                                                          • Food Trends

                                                                                            • Key points
                                                                                              • How consumers are choosing to spend
                                                                                                • Figure 18: Trends in selected food categories, 2004-09
                                                                                              • Consumer priorities
                                                                                                • What about the recession?
                                                                                                  • Do current promotion and NPD fit the trends?
                                                                                                  • Who’s Innovating?

                                                                                                    • Key points
                                                                                                      • Top product claims – natural healthy ingredients
                                                                                                        • Figure 19: New product development in food, by positioning, top ten, 2006-09
                                                                                                      • Vegetarian category set to grow
                                                                                                        • The emerging naturalness factor
                                                                                                          • Leading categories for innovation
                                                                                                            • Figure 20: New product development in food, by top ten categories, 2006-09
                                                                                                          • New product activity by type
                                                                                                            • Figure 21: New product activity in food, by launch type, 2006-09
                                                                                                        • Brand Communications

                                                                                                          • Key points
                                                                                                            • Spend down
                                                                                                              • Figure 22: Main monitored media advertising expenditure on the food category, 2006-09
                                                                                                            • Convenience and treats predominate
                                                                                                              • Figure 23: Main monitored media advertising expenditure, by top ten food categories, 2006-09
                                                                                                              • Figure 24: Top ten advertisers in food (manufacturers), 2006-09
                                                                                                            • Confectionery wavers
                                                                                                              • A pointer to the future?
                                                                                                              • The Consumer – Attitudes towards Health

                                                                                                                • Key points
                                                                                                                  • Qualified confidence
                                                                                                                      • Figure 25: Attitudes towards health and healthy lifestyles, May 2009
                                                                                                                      • Figure 26: Selected attitudes towards health and healthy lifestyles, by gender, May 2009
                                                                                                                    • Plenty of room for differences of opinion
                                                                                                                      • The happy-go-lucky
                                                                                                                        • Is labelling a help or a hindrance?
                                                                                                                          • Maximising effectiveness
                                                                                                                            • Putting lessons into practice
                                                                                                                              • Figure 27: Agreement with statements on eating habits, May 2009
                                                                                                                              • Figure 28: Agreement with statements on eating habits, by gender, May 2009
                                                                                                                            • Striking a balance
                                                                                                                            • The Consumer – Influences on Consumers’ Food Choices

                                                                                                                              • Key points
                                                                                                                                • Immune to influence?
                                                                                                                                    • Figure 29: Factors affecting the way consumers eat, drink, cook and shop for food, May 2009
                                                                                                                                  • Everyone can join in
                                                                                                                                      • Figure 30: Factors (netted) affecting the way consumers eat, drink, cook and shop for food, by selected age groups, May 2009
                                                                                                                                    • Looking in more detail
                                                                                                                                    • The Consumer – Changing Consumer Attitudes

                                                                                                                                      • Key points
                                                                                                                                        • Change in action
                                                                                                                                          • Figure 31: Changes in the way consumers eat, drink, cook or shop for food now compared with two years ago, May 2009
                                                                                                                                        • Good eating – bon appetit
                                                                                                                                          • Buying decisions – reading the label and paying the price
                                                                                                                                              • Figure 32: Changes in the way consumers eat, drink, cook or shop for food now compared with two years ago, by gender, May 2009
                                                                                                                                            • Women call the tune
                                                                                                                                                • Figure 33: Cooking from scratch more and/or buying more cheaper brands/own-label compared to two years ago, by age and socio-economic group, May 2009
                                                                                                                                              • In their own words
                                                                                                                                              • Target Groups

                                                                                                                                                • Key points
                                                                                                                                                  • Figure 34: Marketing targets based on changing eating habits, May 2009
                                                                                                                                                • Group 1 – Easy Going (35% of total)
                                                                                                                                                  • Lifestyle
                                                                                                                                                    • Media influences
                                                                                                                                                      • Targeting the Easy Going
                                                                                                                                                        • Group 2 – Healthy Cooks (14% of total)
                                                                                                                                                          • Lifestyle
                                                                                                                                                            • Media influence
                                                                                                                                                              • Targeting the Healthy Cooks
                                                                                                                                                                • Group 3 – Keen Cooks (15% of total)
                                                                                                                                                                  • Lifestyle
                                                                                                                                                                    • Media influence
                                                                                                                                                                      • Targeting the Keen Cooks
                                                                                                                                                                        • Group 4 – More Veg Please (18% of total)
                                                                                                                                                                          • Lifestyles
                                                                                                                                                                            • Media influence
                                                                                                                                                                              • Targeting the More Veg Please
                                                                                                                                                                                • Group 5 – Weight Watching (18% of total)
                                                                                                                                                                                  • Lifestyle
                                                                                                                                                                                    • Media influence
                                                                                                                                                                                      • Targeting the Weight Watching
                                                                                                                                                                                        • Attitudes towards health
                                                                                                                                                                                          • Figure 35: Selected statements on health and healthy lifestyles, by target groups, May 2009
                                                                                                                                                                                        • Changing eating patterns
                                                                                                                                                                                          • Figure 36: Selected statements on eating, drinking, cooking or shopping for food now compared to two years ago, by target groups, May 2009
                                                                                                                                                                                      • Appendix

                                                                                                                                                                                        • Advertising data
                                                                                                                                                                                        • Appendix – Internal Market Environment

                                                                                                                                                                                            • Figure 37: Agreement with lifestyle statements about diet and health, by demographics, 2009
                                                                                                                                                                                            • Figure 38: Agreement with lifestyle statements, by demographics, 2009
                                                                                                                                                                                            • Figure 39: Prevalence of obesity among men and women, by age group, 1994 and 2003
                                                                                                                                                                                            • Figure 40: Adults dieting/trying to get slim, by demographics, 2009
                                                                                                                                                                                        • Appendix – The Media Landscape

                                                                                                                                                                                            • Figure 41: Circulation of bestselling women’s interest and slimming titles*, 2009
                                                                                                                                                                                            • Figure 42: Circulation of national newspapers, 2009
                                                                                                                                                                                            • Figure 43: Media and advertising lifestyle statements, by demographics, 2009
                                                                                                                                                                                            • Figure 44: Media and advertising lifestyle statements, by demographics, 2009
                                                                                                                                                                                            • Figure 45: Media and advertising lifestyle statements, by demographics, 2009
                                                                                                                                                                                        • Appendix – Role of New Technology

                                                                                                                                                                                            • Figure 46: Device usage summary, January and April 2009
                                                                                                                                                                                        • Appendix – Brand Communications

                                                                                                                                                                                            • Figure 47: Top 20 advertisers in food category, 2006-09
                                                                                                                                                                                        • Appendix – The Consumer – Attitudes towards Health

                                                                                                                                                                                            • Figure 48: Attitudes towards health and healthy lifestyles, by demographics, May 2009
                                                                                                                                                                                            • Figure 49: Attitudes towards health and healthy lifestyles, by demographics, May 2009
                                                                                                                                                                                            • Figure 50: Agreement with statements about eating habits, by demographics, May 2009
                                                                                                                                                                                            • Figure 51: Agreement with statements about eating habits, by demographics, May 2009
                                                                                                                                                                                        • Appendix – The Consumer – Influences on Consumers’ Food Choices

                                                                                                                                                                                            • Figure 52: Factors affecting the way consumers eat, drink, cook and shop for food, by demographics, May 2009
                                                                                                                                                                                            • Figure 53: Factors affecting the way consumers eat, drink, cook and shop for food, by demographics, May 2009
                                                                                                                                                                                            • Figure 54: Netted effects on eating, drinking, cooking or shopping for food, by demographics, May 2009
                                                                                                                                                                                        • Appendix – The Consumer – Changing Consumer Attitudes

                                                                                                                                                                                            • Figure 55: Changes in the way consumers eat, drink, cook or shop for food now compared with two years ago, by demographics, May 2009
                                                                                                                                                                                            • Figure 56: Changes in the way consumers eat, drink, cook or shop for food now compared with two years ago, by demographics, May 2009
                                                                                                                                                                                            • Figure 57: Changes in the way consumers eat, drink, cook or shop for food now compared with two years ago, by demographics, May 2009
                                                                                                                                                                                        • Appendix – Target Groups

                                                                                                                                                                                            • Figure 58: Target groups, by demographics, May 2009
                                                                                                                                                                                            • Figure 59: Statements on health and healthy lifestyles, by target groups, May 2009
                                                                                                                                                                                            • Figure 60: Statements on eating habits, by target groups, May 2009
                                                                                                                                                                                            • Figure 61: Eating, drinking, cooking or shopping for food now compared to two years ago, by target groups, May 2009
                                                                                                                                                                                            • Figure 62: Effect on eating, drinking, cooking or shopping for food, by target groups, May 2009
                                                                                                                                                                                            • Figure 63: Netted effect on eating, drinking, cooking or shopping for food, by target groups, May 2009

                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                        • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                        • Allied Bakeries Ltd
                                                                                                                                                                                        • American Dietetic Association (ADA)
                                                                                                                                                                                        • Antony Worrall Thompson
                                                                                                                                                                                        • Arla Foods amba
                                                                                                                                                                                        • Asda Group Ltd
                                                                                                                                                                                        • Audit Bureau of Circulations
                                                                                                                                                                                        • Bebo Inc
                                                                                                                                                                                        • Ben & Jerry's (UK)
                                                                                                                                                                                        • Bighams Ltd
                                                                                                                                                                                        • Birds Eye Foods
                                                                                                                                                                                        • British Broadcasting Corporation (BBC)
                                                                                                                                                                                        • British Market Research Bureau (BMRB)
                                                                                                                                                                                        • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                        • Cadbury Trebor Bassett
                                                                                                                                                                                        • Co-operative Group
                                                                                                                                                                                        • Daily Express
                                                                                                                                                                                        • Daily Mail
                                                                                                                                                                                        • Daily Star (The)
                                                                                                                                                                                        • Danone UK Ltd
                                                                                                                                                                                        • Department of Health
                                                                                                                                                                                        • Eatwell UK
                                                                                                                                                                                        • Facebook, Inc.
                                                                                                                                                                                        • Food Standards Agency
                                                                                                                                                                                        • Good Housekeeping
                                                                                                                                                                                        • Google UK
                                                                                                                                                                                        • Government Actuary's Department (GAD)
                                                                                                                                                                                        • HJ Heinz Company UK
                                                                                                                                                                                        • J. Sainsbury
                                                                                                                                                                                        • John Lewis Plc (department store)
                                                                                                                                                                                        • Kellogg Company of GB Limited
                                                                                                                                                                                        • Kerry Foods
                                                                                                                                                                                        • Kraft Foods UK
                                                                                                                                                                                        • Lidl (UK)
                                                                                                                                                                                        • Marine Stewardship Council
                                                                                                                                                                                        • Marks & Spencer
                                                                                                                                                                                        • McCain Foods Limited
                                                                                                                                                                                        • Nestlé UK Ltd
                                                                                                                                                                                        • Nigella Lawson
                                                                                                                                                                                        • Nintendo UK Entertainment Ltd
                                                                                                                                                                                        • Outdoor Advertising Association of Great Britain
                                                                                                                                                                                        • Research in Motion Uk Ltd.
                                                                                                                                                                                        • Rick Stein
                                                                                                                                                                                        • River Cottage
                                                                                                                                                                                        • Royal Horticultural Society
                                                                                                                                                                                        • Soil Association
                                                                                                                                                                                        • Somerfield
                                                                                                                                                                                        • Starbucks Coffee Company UK Ltd
                                                                                                                                                                                        • Tesco Plc
                                                                                                                                                                                        • The Sun
                                                                                                                                                                                        • Twitter, Inc.
                                                                                                                                                                                        • UKTV
                                                                                                                                                                                        • Unilever Bestfoods UK Ltd
                                                                                                                                                                                        • Virgin Media Ltd
                                                                                                                                                                                        • Waitrose
                                                                                                                                                                                        • Walkers Snack Foods Limited
                                                                                                                                                                                        • Waste & Resources Action Programme (WRAP)
                                                                                                                                                                                        • Weetabix Ltd.
                                                                                                                                                                                        • Weight Watchers Ltd. (UK)
                                                                                                                                                                                        • Wm Morrison Supermarkets
                                                                                                                                                                                        • Wrigley Company (UK) Limited (The)
                                                                                                                                                                                        • YouTube, Inc.

                                                                                                                                                                                        Media and Food (The) - UK - October 2009

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