the many benefits of meal planning
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shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014. 1
the many benefits of
MEAL PLANNING
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014. 2
ContentsKey Takeaways
How Americans Plan Their Meals
The Heart and Soul of Meal Planning
Before the Store
Meal Planning Moving Forward
Implications
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014. 3
Fewer trips to the store
Spend less Eat healthier More likely to eat with family
Key Takeaways
Consumers see the benefits of meal planning
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014. 4
• The vast majority (99%) of consumers complete at least one preparatory activity before going to the grocery store.
• 4 in 10 consumers know which specific brand they’re going to purchase.
Make a shopping list
Plan the main dish
Read ad circulars
70%
63%
59%
Key Takeaways
Most shoppers prepare well before their trip to the store
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014. 5
• Many consumers, especially moms and Millennials, are open to meal suggestions from companies.
• 1 in 3 consumers say they would be willing to use an app to help them plan meals.
of consumers say they like it when food companies suggest
meal ideas, recipes or dishes
47%
Key Takeaways
Many consumers welcome meal suggestions
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014. 6
How Americans Plan Their Meals
Children and health prompt preparation
MORE LIKELY to plan meals
LESS LIKELY to plan meals
66%
(116)Good Cooks
61%
(107)High Income
72%
(127)Healthy Eaters
35%
(61)Bad Cooks
53%
(93)Low Income
44%
(77)Unhealthy Eaters
67%
(117 Index)Parents
53%
(93)Non-Parents
Likelihood to Plan Meals (by Audience Segment)
Q: How strongly do you agree or disagree with this statement? – “I try to plan as many meals as possible.” (Somewhat Agree/Strongly Agree)
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014. 7
Dinner plans remain strong; breakfast and lunch spur spontaneity
Which Meals Are Being Planned
Q: How often do you plan the following meals? (Most of the Time/Nearly All of the Time)
43%44%36%42%
62% 55%
Breakfast DinnerLunch
Weekday
Weekend
How Americans Plan Their Meals
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Amid the desire to plan meals, consumers still leave plenty of opportunities for spontaneity in their diets. This is especially true of lunch, with 3 in 10 consumers (30%) saying they don’t plan their lunch meals on the typical weekday.
For foodservice operators, this creates an opportunity to capture spontaneous lunch eaters looking for last-minute meal ideas.
Capturing that spontaneity at restaurantsFOOD FOR THOUGHT
Timing media placements (including social media) around
mealtime
Changing your menu for variety
Daily deals and specials
Directional signage to pull them into your
restaurant
While many consumers visit restaurants on spontaneous occasions, it’s also important to try to get some consumers to make it a conscious decision (or a planned occasion). For example, a “destination” event at a restaurant on a certain day or a special during certain hours of the day can make a restaurant more of a planned experience.
Consider ways to capture spontaneous diners, such as:
HAPPYHOUR
Food for thought
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Meal-Planning Criteria
Q: In general, what are the top reasons that factor into what you decide to make for a meal at home? Please rank the following reasons.
Quick cooking and preparation time 28% 53% 19%
Familiar with the dish 23% 50% 27%
Inexpensive ingredients 19% 38% 44%
Was on sale or had a coupon 18% 27% 55%
Easy cleanup 8% 32% 60%
Top 3 (#1-#3) Middle (#4-#7) Bottom 3 (#8-#10)
Crowd-pleasing flavor is where it’s at
The Heart and Soul of Meal Planning
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Consumers see the benefits of meal planningBenefits of Meal Planning
Q: How strongly do you agree or disagree with the following statement? – “When I plan a meal.” (Somewhat Agree/Strongly Agree)
I make fewer trips to the store when I plan my meals
I tend to eat healthier when I plan my meals
I tend to spend less money when I plan my meals
I’m more likely to sit down and eat with my family when I plan my meals
64%
61%
55%
52%
The Heart and Soul of Meal Planning
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With more consumers wanting to be better at planning meals and the majority (64%) saying they make fewer trips to the store when they plan their meals, this trend could ultimately impact grocery store traffic. The emergence of more methodical shopping will likely mean that food retailers have to work even harder to make the most out of each shopper.
Does the meal-planning trend mean less store traffic?FOOD FOR THOUGHT
Displaying effective POP can help both brands and retailers improve
purchase intent. POP is often important in spurring unplanned
purchases, even on a well-planned shopping trip.
Using shopper card or credit card data to provide shoppers with unique offers can help
increase total basket ring and bring consumers back to the store
between major trips.
Offering ancillary services such as fuel stations, banking or postal
services, coffee shops, floral departments and bakery can help
bring in traffic.
Ways to capture the most from each shopping trip:
By working to increase both frequency of store visits and total basket ring on each visit, grocery retailers can help overcome any traffic decline from meal planning.
POWERFUL POP
TARGETED OFFERS
ONE-STOP SHOPPING
Food for thought
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Planning starts well before stepping foot in the store
Before the Store
FPO Illustration
44% Decide what brand to buy
70% Make a shopping list
22% Consult a recipe
63% Plan the main dish
46% Plan a side dish
51% Find coupons
59% Read an ad circular
45% Determine
estimated spend
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Brand decision making also starts before the store
44% 56%BEFORE THE STORE AT THE STORE
Mass advertising Word of mouth Point-of-purchase advertising In-store offers
PackagingMobile advertising
Before consumers even set foot in the store, many are consciously or
subconsciously beginning to decide what brands to purchase. Reaching consumers with messaging in a variety of mediums
can help keep a brand top of mind.
Even though consumers are exposed to marketing messages outside of the store, many don’t make their final brand decision until they’re in the store. Point-of-purchase
messaging can help encourage action at the moment of purchase.
Before the Store
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Grocery shopping trips range from specific to spontaneous 14+17+49+20
Spontaneous
Fill-in
Routine
Stock-up
14%
17%
49%
20%
Grocery Shopping Trip Occasions
Before the Store
Grocery Shopping Trip Occasions by Segment
SPONTANEOUS TRIPS: 17%(123 index)
SPONTANEOUS TRIPS: 18%(130)
ROUTINE TRIPS: 54%(109)
Parents Millennials Boomers
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Many see the benefit of meal planning and want to be better at it
Meal Planning Moving Forward
Fewer Trips
Spend Less
Family
Eat Healthier
Millennials
60% (114)
66% (109)
60% (109)
68% (106)
Frequent Fast Food Users
60% (114)
65% (109)
60% (107)
70% (109)
Moms
72% (112 index)
66% (120)
65% (107)
60% (115)
Why they want to be better meal
planners
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014. 16
Consumers look to food companies for meal-planning help
Meal Planning Moving Forward
Q: How strongly do you agree or disagree with the following statement? – “I like it when food companies suggest meal ideas, recipes or dishes.” (Somewhat Agree/Strongly Agree)
58%
53%
(123 index)
(113)
Moms
Good Cooks
62%
57%
(133)
(121)
Dads
Millennials
59%
30%
(126)
(65)
Organic Shoppers
Bad Cooks
57%
39%
(123)
(84)
Healthy Eaters
Boomers
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Implications
Consumers are looking for inspiration when it comes to meal planning. They’re open to suggestions, meal ideas and recipes from food companies. Consider both main dish and side dish suggestions.
Offer meal-planning suggestions
Consumers start their meal planning all along the path to purchase, which is often much earlier than when they step foot in the grocery store. Consider marketing tactics that reach them both before and at the point of purchase.
Consider the entire path to purchase
As much as consumers try to plan meals, they also have occasions where they spontaneously make a trip to the store or make a last-minute meal choice. Both food service and grocery retailers can work to appeal to these occasions as well as the planned ones.
Appeal to consumers’ spontaneous side Flavor is king with consumers. But they
also consider many other factors, like how long it will take them to prepare a meal and how easy it is to make and clean up.
Don’t forget about ease of preparation
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014.
About the study
18
In early 2014, SHS conducted the latest round of its FoodThink research study monitoring how consumers think about what they eat and America’s relationship with food.
The study was executed among 2,004 consumers across the country via an online email survey (confidence interval of +/-2.19% at a confidence level of 95%). Respondents had to be at least 18 years of age and have joint or primary responsibility for the grocery and food decisions in their household. They came from a mix of demographic backgrounds and regions across the U.S. The study covered a wide range of topics, such as perceptions of food production, cooking trends and changing thoughts about food.
FOR MORE about Sullivan Higdon & Sink’s FoodThink study, please visit www.shsfoodthink.com
OR CONTACT Rand Mikulecky, Managing Partner, rand@wehatesheep.com
shsfoodthink.com ©2015 Sullivan Higdon & Sink. All rights reserved. The data in this report may be reproduced as long as it is cited: “Motivated Meal Planning,” Sullivan Higdon & Sink FoodThink, 2014. 19
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