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Social Media: Food - UK - July 2012

“The food market is presented with a number of challenges to overcome with regards to engaging consumers online. Despite sizeable communities established by some brands within the market, the majority of consumers remain unwilling to form affiliations with brands, rather engaging only when the opportunity of acquiring a discount or promotional offers presents itself.

– Rob Parkin, Social Media Analyst

  • How can food brands capitalise on their male audience?
  • Do high levels of offline engagement undermine brands’ social strategies?
  • Are people more engaged with food brands before or after purchase?
  • What is the best way for food brands to engage people online?
  • Obesity is on the rise in Britain, but does online conversation show consumer concern or apathy?

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Table of contents

  1. Introduction

      • Definitions
        • Methodology
          • Advertising expenditure
            • Online social media tracking
              • Consumer research
              • Executive Summary

                  • Figure 1: Levels of enthusiasm for food, April 2012
                • Opinions are shared but often brief
                  • Figure 2: Online mentions of food brands broken down by page type, 1 March 2012-31 May 2012
                • Consumers are on the lookout for a bargain
                  • Figure 3: Most valued reasons for interacting with or sharing thoughts on a food brand, April 2012
                • Social networkers don’t use Facebook and Twitter to inform the purchase process
                  • Figure 4: Tendency for people to use Facebook or Twitter to inform the purchase process, April 2012
                • What we think
                • Issues in the Market

                    • How can food brands capitalise on their male audience?
                      • Do high levels of offline engagement undermine brands’ social strategies?
                        • Are people more engaged with food brands before or after purchase?
                          • What is the best way for food brands to engage people online?
                            • Obesity is on the rise in Britain, but does online conversation show consumer concern or apathy?
                            • Market Environment

                              • Key points
                                • Population dynamics
                                  • Figure 5: Trends in the age structure of the UK population, 2007-17
                                • Household size
                                  • Figure 6: UK households, by size, 2007-17
                                • Lifestage
                                  • Figure 7: Forecast adult population trends, by lifestage, 2007-17
                                • Broadband penetration
                                  • Figure 8: Broadband penetration by demographics, 2004-11
                              • Future Opportunities

                                  • Trend: Sense of the Intense
                                    • Trend: Survival Skills
                                      • 2015 Trend: Access Anything, Anywhere
                                      • Trends in Online Mentions

                                        • Key points
                                          • Conversation centres on confectionery
                                            • Figure 9: Online brand mentions, 1 March 2012-31 May 2012
                                            • Figure 10: Online brand mentions broken down by page type, 1 March 2012-31 May 2012
                                            • Figure 11: Online brand mentions by page type, by days, 1 March 2012-31 May 2012
                                            • Figure 12: Online mentions of Easter, @Lindt_Chocolate and @Clintonstweet within brand search, 1 March 2012-31 May 2012
                                          • Tweeting while eating
                                            • Figure 13: Online mentions on Twitter alongside eating while tweeting, 1 March 2012-31 May 2012
                                            • Figure 14: Selected brands mentioned in tweets 1 March 2012-31 May 2012
                                        • Brand Communication and Promotion

                                          • Key points
                                            • Above-the-Line advertising does not always translate into online buzz
                                              • Figure 15: Advertising expenditure for confectionery and snacks brands, 1 March 2012-31 May 2012
                                            • Walkers Baked Stars yet to inspire online mentions
                                              • Figure 16: Selected tweet about Walkers crisps, March-April 2012
                                            • Mars bar in support of England for the football
                                              • Figure 17: Online mentions surrounding advertising, 1 March 2012-31 May 2012
                                            • Striving for social gold with the Olympics
                                              • Figure 18: Online mentions of #100daystogo and #unwrapgold, 12 April 2012-12 May 2012
                                          • Consumer Engagement with Food Brands

                                            • Key points
                                              • An estimated 23.6 million adults have engaged with food brands in the UK
                                                • Figure 19: Ways in which people have made contact with or shared views on food brands, April 2012
                                              • An estimated 15 million adults have engaged with food brands online in the UK
                                                • Figure 20: Ways in which people have made contact with or shared thoughts on food brands, by age, April 2012
                                              • Women are most engaged with food brands
                                                • Figure 21: Ways in which people have made contact with or shared thoughts about food products or brands, any contact by gender, April 2012
                                              • Food brands presented with the branding opportunity to nudge young adults to the process of purchase
                                                • Figure 22: Employment status of people who have contacted food brands or shared views on them, April 2012
                                            • Reasons for Online Engagement with Food Brands

                                              • Key points
                                                • Discovering bargains is the greater driver of engagement
                                                  • Figure 23: Most valued reasons for interacting with or sharing thoughts on a food brand, April 2012
                                                • Three key reasons to engage with food brands
                                                  • Figure 24: Consumer groups and engagement with food brands April 2012
                                                • Affiliates vs Detractors
                                                  • Figure 25: Typologies for engagement by daily personal internet usage, April 2012
                                                  • Figure 26: Reasons for involvement within the food market, by Affiliates and Detractors, April 2012
                                                • Who are they?
                                                  • Figure 27: Selected demographic characteristics of Affiliates and Detractors, April 2012
                                                • Bargain Hunters are busy shopping around
                                                  • Who are they?
                                                  • Involvement in the Food Market

                                                    • Key points
                                                      • Opinion drives involvement in the food market
                                                        • Figure 28: Reasons for involvement with the food market, by method of involvement, April 2012
                                                      • Self-improvers fit the stereotype
                                                        • Making the household budget go further
                                                          • Figure 29: Ways in which people look for discounts, vouchers or money saving tips within the food market, by gender, April 2012
                                                        • Brits are a nation of food lovers
                                                          • Figure 30: Reasons for involvement with the food market, April 2012
                                                        • Influence in the food market
                                                          • Who are they?
                                                            • Figure 31: Selected demographic characteristics of Influencers and the Influenced, April 2012
                                                        • Pre-Purchase Considerations

                                                          • Key points
                                                            • Ways in which people inform food buying habits
                                                              • Figure 32: Ways in which people inform the purchase of food products, April 2012
                                                            • Word of mouth is most reliable source of endorsement
                                                              • Social networkers don’t use Facebook and Twitter to inform the purchase process
                                                                • Figure 33: Tendency for people to use Facebook or Twitter to inform the purchase process, April 2012
                                                              • An estimated 12.8 million internet users are heavily immersed with brands pre-purchase
                                                                • Figure 34: Levels of involvement in the food market, April 2012
                                                                • Figure 35: Levels of involvement in the food market by age, April 2012
                                                                • Figure 36: Composition index measurements for social network platforms for internet users aged 15-34, May 2011-May 2012
                                                            • Levels of Enthusiasm

                                                              • Key points
                                                                • Almost 10 million adults are Food Enthusiasts
                                                                  • Figure 37: Levels of enthusiasm for food, April 2012
                                                                • A new generation of foodies
                                                                  • Figure 38: Levels of enthusiasm for food, by age group, April 2012
                                                                • A threat to interaction with the food market
                                                                  • Food Enthusiasts are the biggest influencers
                                                                    • Figure 39: Reasons for involvement with the food market, by levels of enthusiasm for food, April 2012
                                                                • The Consumer Conversation

                                                                  • Key points
                                                                    • Organic or free range
                                                                      • Figure 40: Volume of mentions for key themes broken down by page type, 1 March 2012-31 May 2012
                                                                      • Figure 41: Online mentions of organic and free range produce, 1 March 2012-31 May 2012
                                                                    • Healthy snacking
                                                                      • Figure 42: Volume of mentions broken down by categories, 1 March 2012-31 May 2012
                                                                      • Figure 43: Online mentions for healthy snacking, 1 March 2012-31 May 2012
                                                                  • Appendix – Market Environment

                                                                      • Figure 44: Broadband penetration by demographics, 2004-11
                                                                  • Appendix – Trends in Online Mentions

                                                                      • Figure 45: Online brand mentions, 1 March 2012-31 May 2012
                                                                      • Figure 46: Online brand mentions by page type broken down by days, 1 March 2012-31 May 2012
                                                                      • Figure 47: Online mentions of Easter, @Lindt_chocolate and @ClintonsTweet, 1 March 2012-31 May 2012
                                                                      • Figure 48: Online mentions on Twitter, eating while tweeting, 1 March 2012-31 May 2012
                                                                  • Appendix – Brand Communication and Promotion

                                                                      • Figure 49: Advertising expenditure for confectionery and snack brands, 1 March 2012-31 May 2012
                                                                      • Figure 50: Online mentions surrounding advertising, 1 March 2012-31 May 2012
                                                                  • Appendix – Consumer Engagement with Food Brands

                                                                      • Figure 51: Ways in which people have made contact with or share thoughts about new food products or brands, April 2012
                                                                      • Figure 52: Most popular ways in which people have made contact with or share thoughts about new food products or brands, by demographics, April 2012
                                                                      • Figure 53: Next most popular ways in which people have made contact with or share thoughts about new food products or brands, by demographics, April 2012
                                                                  • Appendix – Reasons for Online Engagement with Food Brands

                                                                      • Figure 54: Reasons for engagement with food brands, April 2012
                                                                      • Figure 55: Reasons for involvement with the food market – Using other social media eg blogs, forums etc, by most popular reasons for engagement with food brands, April 2012
                                                                      • Figure 56: Reasons for involvement with the food market – Using other social media eg blogs, forums etc by next most popular reasons for engagement with food brands, April 2012
                                                                  • Appendix – Involvement in the Food Market

                                                                    • Offline
                                                                      • Figure 57: Reasons for involvement with the food market – Offline eg magazines/friends/family, by demographics, April 2012
                                                                      • Figure 58: Reasons for involvement with the food market – Offline eg magazines/friends/family, by demographics, April 2012
                                                                    • Online (Google, brand sites, not social networks)
                                                                      • Figure 59: Reasons for involvement with the food market – Using the internet (not social media) eg company websites, forums etc, by demographics, April 2012
                                                                      • Figure 60: Reasons for involvement with the food market – Using the internet (not social media) eg company websites, forums etc, by demographics, April 2012
                                                                    • Online forums/blogs
                                                                      • Figure 61: Reasons for involvement with the food market – Using other social media eg blogs, forums etc., by demographics, April 2012
                                                                      • Figure 62: Reasons for involvement with the food market – Using other social media eg blogs, forums etc, by demographics, April 2012
                                                                    • Using social media platforms
                                                                      • Figure 63: Reasons for involvement with the food market – Using social media platforms eg Facebook, Twitter, YouTube, by demographics, April 2012
                                                                      • Figure 64: Reasons for involvement with the food market – Using social media platforms eg Facebook, Twitter, YouTube, by demographics, April 2012
                                                                    • Consumer nets
                                                                      • Figure 65: Netted reasons for involvement with the food market, by demographics, April 2012
                                                                      • Figure 66: Reasons for involvement with the food market by Reasons for involvement with the food market, April 2012
                                                                      • Figure 67: Reasons for engagement with food brands, by reasons for involvement with the food market, April 2012
                                                                  • Appendix – Pre-Purchase Considerations

                                                                      • Figure 68: Considerations before purchase of food, April 2012
                                                                      • Figure 69: Considerations before purchase of food, by repertoire of considerations before purchase of food, April 2012
                                                                      • Figure 70: Most popular considerations before purchase of food, by demographics, April 2012
                                                                      • Figure 71: Next most popular considerations before purchase of food, by demographics, April 2012
                                                                      • Figure 72: Tendency for people to use Facebook or Twitter to inform the purchase process, April 2012
                                                                      • Figure 73: Repertoire of considerations before purchase of food, April 2012
                                                                      • Figure 74: Repertoire of considerations before purchase of food, by demographics, April 2012
                                                                  • Appendix – Levels of Enthusiasm

                                                                      • Figure 75: Selected attitudes towards cooking and eating food, March-May 2012
                                                                      • Figure 76: Levels of enthusiasm, by demographics, April 2012
                                                                      • Figure 77: Ways in which people have made contact with or share thoughts about new food products or brands, by Levels of enthusiasm, April 2012
                                                                      • Figure 78: Reasons for involvement with the food market – Using social media platforms, by levels of enthusiasm, April 2012
                                                                      • Figure 79: Reasons for engagement with food brands, by levels of enthusiasm, April 2012
                                                                  • Appendix – Consumer Conversation

                                                                      • Figure 80: Top ten claims categories for new food launches in the UK in the three months to July 2012.
                                                                      • Figure 81: Volume of mentions for organic and free range broken down by page, 1 March 2012-31 May 2012
                                                                      • Figure 82: Online mentions of organic and free range produce, 1 March 2012-31 May 2012
                                                                      • Figure 83: Online mentions for healthy snacking, 1 March 2012-31 May 2012

                                                                  Companies Covered

                                                                  • Aldi Stores Ltd (UK & Ireland)
                                                                  • Amazon.co.uk
                                                                  • Asda Group Ltd
                                                                  • Facebook, Inc.
                                                                  • Flickr
                                                                  • Google UK
                                                                  • Groupon, Inc.
                                                                  • J. Sainsbury
                                                                  • L'Oréal (UK)
                                                                  • Marks & Spencer
                                                                  • Money Saving Expert
                                                                  • Ocado Ltd
                                                                  • Tesco Plc
                                                                  • Twitter, Inc.
                                                                  • Waitrose
                                                                  • Wm Morrison Supermarkets
                                                                  • Yahoo! UK & Ireland
                                                                  • YouTube, Inc.

                                                                  Social Media: Food - UK - July 2012

                                                                  US $2,478.79 (Excl.Tax)