EDITOR’S Note METHODOLOGY
The food retail market has seen a host of significant shifts in consumer behaviour, with different drivers having an influence.
Urban Bites aims to unpick the market forces driving the food category, in an attempt to identify the most effective touch points when trying to reach the urban audience. Using our award-winning 11,000-strong work.shop.play. community This report aims to inform advertisers about the behaviour, panel, we were able to delve deep into the urban audience’s motivations lifestyle, attitudes and motivations of urbanites, while providing and behaviours, bringing together a total of 15 surveys and 9 ad ideas and inspiration of how to reach and engage with the effectiveness research projects. Additional data has been sourced from modern grocery shopper. TGI, Touchpoints, Kantar Worldpanel & Mintel.
The Team
1 2 CONTENT Key Audiences Key Audiences Market Forces Key audiences likely to be driving the market At a glance The weekly shopping routine Shopping for convenience Strategic spenders The ease of online shopping Young urbanites tend to be quite disciplined when it comes to food shopping. 2 in 5 go out to the shops with a list and stick to it, while 1 in 4 do one main weekly shop. 3 in Tactical about targeting: in-store vs. online 5 buy most of their groceries in convenience stores throughout the week, suggesting Key targeting opportunities these shoppers are still inclined to impulse purchase. Their food choices tend be healthy, Retailer perceptions: the shopping experience with 1 in 3 buying more healthy food this year compared to last and almost 2 in 5 Retailer perceptions: product range constantly checking food labels before purchase. 47% of London Commuters who are Supporting the community ADULTS 16-34 16-34, find themselves commuting between 5pm-8pm midweek – which is also when they regularly shop in convenience stores. The Commuting Shopper At a glance Trying to find the balance Quality & provenance Pivotal moments This group of shoppers is less driven by price - 1 in 2 seek quality when shopping for • Breakfast groceries, with 3 in 4 of those aged 35-44, in particular, prepared to pay extra for • Lunch premium products. What’s more, 1 in 2 regularly shop on their local high street in order • Dinner to support businesses in their areas and boost the local economy. 51% of London Takeaway dinners ABC1 35+ Commuters fall into the ABC1 35+ audience group. Urban snacking Summary On a budget Additional sources 1 in 4 people with children in their household have a monthly budget, that they try and Using data for targeting stick to. However, 1 in 5 often find themselves spending more. 1 in 3 will plan a big weekly shop in- store, but then often top-up with essentials – 2 in 5 buy food mainly in Case studies and creative gallery convenience stores midweek. These shoppers seem to be partly driving the online sector as well. Nearly 1 in 5 are shopping for groceries online more than a year ago and 1 in 4 London Underground: driving response amongst commuters have completed an order on their mobile or tablet. 34% of London Commuters who do Bus: driving action on the high street KIDS IN HH regular top-up shops have children in their household. Creative gallery
List of surveys Sources: work.shop.play. survey 1, work.shop.play. survey 2, work.shop.play. survey 10, work.shop.play. survey 12, work.shop.play. survey 15, TGI
3 4 market Forces AT A GLANCE THE WEEKLYShopping Routine
Food is a key priority for the urban audience. Despite concerns around the UK economy following the Brexit vote, work.shop.play. data reveals that 1 in 5 urbanites still like to stick to the main weekly shop. However, as life often gets 78% of our urban consumers still intend to spend the same or perhaps even more on groceries in the coming in the way of careful planning, 1 in 3 urbanites often find themselves topping up their big weekly shop throughout the months. week. A further 1 in 5 are actively seeking inspiration for their meals, suggesting there’s an opportunity for advertisers to aid people’s decisions. The explosion of food-centric media and a desire for a healthy lifestyle stand out as some of the key factors inspiring people to cook more, with 68% saying they now try and cook all of their meals from scratch. GROCERY SHOPPING ON THE HIGH STREET GROCERY SHOPPING ONLINE However, 1 in 5 urbanites find they have the same meals all the time and are actively seeking inspiration. The fact that 54% think about the groceries they need whilst out and about shows that there’s an opportunity for brands to engage with the urban audience on the move and help guide people’s decisions.
With the supermarket wars still in full swing, retailers are seeking new points of differentiation. In this quest, we’re seeing that the high street is an ever more important battleground, as the extensive growth of the convenience grocery sector is further affecting shopping behaviours. As a result, 2 in 5 urbanites now do most of their food shopping in convenience stores throughout an average week.
At the same time, retailers are increasingly facing competition from the more local, specialist stores. Over 1 in 3 high 4 1 4 3 34 35 3 15 1 11 1 6 1 street shoppers say they regularly go shopping on their local high street to help boost the local economy. One main sho One ig eekl ho on n mero s One ig eekl One main sho Online grocery shopping has seen slow growth in comparison to other online retail sectors. Nonetheless, technology in store that sho in store and o asions in store sho online and online that lasts lasts the eek to hen thro gho t the to in store the eek is having a tremendous impact on the food sector, whether it’s the in-store experience or the flexibility of online needed eek hen needed orders. Consequently, 1 in 5 Londoners have already ordered at least one food shop on their mobile or tablet, and as players such as Amazon enter the online grocery market, we’re likely to see this segment of the market evolve in s C ids in r an a dien e coming years. Sources: work.shop.play. survey 1, work.shop.play. survey 3, work.shop.play. survey 6, work.shop.play. survey 9, work.shop.play. survey 10, work.shop.play. survey 12 Sources: work.shop.play. survey 6, work.shop.play. survey 10, Mintel, Online Grocery Retailing Mar 2015
7 8 Shopping FOR Convenience THE Ease of Online Shopping
Although it hasn’t been growing as quickly as retailers would hope, the online grocery sector is seeing a steady uplift. By 2019, online grocery shopping is predicted to account for 8% of total sales through grocery retailers, up from 4% in 2014, to an estimated £12.6 billion (Mintel).
say that over the past 12 months they have increased This increases amongst 16-34s (19%), as well as The convenience sector is now valued at 15% the number of grocery shops they do online those with children in their household (18%). an estimated £38.7 billion Key reasons for shopping online work.shop.play. data shows that convenience shopping is driven particularly by the younger 16-34 audience, with 56% shopping for food mostly in these types of stores midweek. Nonetheless, an average of 40% of those aged 35+ and also families with children equally shop in convenience stores throughout the week. 67% 42% 41% Convenience Delivery availability Ability to order bigger, Sainsbury’s claims its convenience business is growing at a rate of 18% a year, while Co-op now has one food store in bulkier items online every UK postal area. 68% of urbanites choose the stores closest to work. In turn, 20% say they only shop in convenience stores because 33% 26% there are no larger supermarkets near where they live. A user-friendly website Ease of finding special offers
With this in mind, food on the go holds a significant opportunity for convenience stores, as 1 in 2 have been to a supermarket for just a sandwich or salad, giving advertisers an opportunity to target the lunchtime trade. Online shopping offers a convenient alternative for time-poor urbanites. With 29% often reviewing or adding to their grocery lists whilst out and about, brands can work to inspire people when it comes to Sources: work.shop.play. survey 9, work.shop.play. survey 13, Sainsbury’s website, Mintel, Convenience stores Apr 2016 their meals and help guide their choices. Mobile is growing as a platform, which points to even more opportunities to trigger direct response – 1 in 4 people with children in their household and 1 in 5 16-34s have already placed an online grocery order using their mobile phone or tablet.
Sources: work.shop.play. survey 6, work.shop.play. survey 11, Mintel, Online Grocery Retailing Mar 2015
9 10 TACTICAL ABOUT TARGETING in-store vs. online Our data reveals that shoppers are constantly thinking about groceries. However, patterns vary for different audiences, showing that advertisers may need to adapt brand messaging for their communications to effectively influence particular target groups.
GROCERY SHOPPING IN-STORE 2 in 3 urbanites indicate their main weekly shop is done sometime between Friday - Saturday. However, the main n store sho ing shop is not just a weekend job, as 1 in 2 have also done their big shop on at least one other day of the week. r an s C ids in eaks on at rda s
Success story – LU campaign drives commuters in-store s most likel to e C more likel to sho ing on a onda e sho ing in the eek In November 2014, a large supermarket ran a successful digital campaign on London Underground, promoting their premium range and engaging commuters. 75% 69% of people who saw the digital London of these did not usually shop MON TUE WED THU FRI SAT SUN Underground ads shopped in-store in the at this supermarket last two weeks ase res ondents ermarket ee l 2
Online grocery shopping is spread fairly evenly throughout the week. Families seem to be driving online shopping GROCERY SHOPPING ONLINE with 2 in 5 in this group saying that online shopping helps them reclaim their weekends and evenings. Online sho ing Families dri ing also eaks Success story – LU campaign drives online grocery shopping s and families dri ing online sho ing at the eekend online sho ing on onda s on Frida s
In June 2015, an online supermarket ran a brand awareness campaign on London Underground escalator panels, prompting online grocery shopping. 1 in 3 who recalled London Underground ads for the online supermarket shopped with the MON TUE WED THU FRI SAT SUN retailer in the last few weeks (vs. 1 in 10 who did not recall) ase res ondents ork sho la s r e g 2
11 Sources: work.shop.play. survey 6, work.shop.play. survey 11, Dipsticks survey 5, Dipsticks survey 7 12 Key Targeting Opportunities
With shoppers active throughout the week, we identified opportune moments for advertisers to prompt particular target audiences with relevant brand messaging whilst on the move.
Monday - Friday Saturday - Sunday r an r an C ids in C ids in Shopping in Convenience Stores Shopping in Convenience Stores Convenience shopping peaks Our data shows two peaks at between 5pm-8pm midweek. This is the weekend - 1 in 5 people with driven by 16-34s, with 3 in 5 likely to children will shop between 9am be shopping within this time period – noon, while over 1 in 5 16- am am 2noon 2 m m m m on a regular basis. am am 2noon 2 m m m m 34s will shop in a convenience am am m m 7 m am am m m 7 m store between 2pm – 5pm at the weekend. ase res ondents ermarket ee l 2 ase res ondents ermarket ee l 2
Shopping for Groceries Online Shopping for Groceries Online Close to half of all online grocery 1 in 5 online grocery shoppers order shopping is done midweek. 55% at the weekend. Timing is more ad- of urbanites who shop online for hoc, but activity still tends to peak groceries do so between 5pm-11pm. in the evenings, outside of regular store opening hours. am am 2noon 2 m m m m am am 2noon 2 m m m m am am m m 7 m am am m m 7 m ase res ondents ermarket ee l 2
ase res ondents ermarket ee l 2
13 14 RETAILER PERCEPTIONS In-store experience 1 in 2 urbanites picked Waitrose for their in-store experience. They were followed by M&S, as well as Co-op, who were ranked for experience by 1 in 3 shoppers. the Shopping Experience Convenient location Co-op’s high street presence - with 2,800 outlets up & down the country - has led the To effectively compete within a fierce market landscape, retailers need a clearly defined brand proposition retailer to become the UK’s 5th largest supermarket. Nearly 3 in 4 urbanites chose Co-op for its convenient locations, above bigger competitors like Tesco, Sainsbury’s, We used the work.shop.play. to measure how customers rated the shopping experience for each retailer. Data Morrisons or ASDA. suggests that shoppers now visit a range of supermarkets for different reasons. Therefore, retailers require well- defined strategies to strengthen their unique propositions.
Tes o A wide range Co o D The Big Four dominate this category, however, they are closely followed by Iceland, n store e erien e who was rated for its range by nearly 1 in 3 of its shoppers.
eland ains r s Con enient lo ation
Value for money ide range Aldi & Lidl have a really strong position when it comes to their value for money proposition, chosen in this area by 9 out of 10 shoppers. The hard discounters are Lidl aitrose followed by Iceland (rated by 7 out of 10) and ASDA (rated by 6 out of 10).
al e for mone
Loyalty rewards Lo alt re ards orrisons 1 in 2 urbanites said they were most satisfied with Tesco’s Clubcard scheme, while 2 in 5 mentioned Sainsbury’s Nectar card. Morrisons More card and Co-op’s membership card follow closely in the rankings, selected by 1 in 3 of their shoppers. ldi
Base: 1,308 respondents, Supermarket Sweep – Jul 2015 Sources: work.shop.play. survey 6
15 16 Quality of produce Waitrose and M&S come up top in terms of quality produce, rated by nearly 7 out of 10 retailer PERCEPTIONS respondents. They are followed by Aldi & Lidl, who were picked by nearly 5 out of 10 respondents for the quality of their produce. Product Range
Fruit & veg Shoppers have large brand repertoires and supermarkets need to carve their own unique propositions The highest ranking retailers in terms of fresh produce were Aldi, Morrisons and Lidl, above some of the bigger retailers like Tesco and Sainsbury’s. Morrisons’ position here When compared on overall ranges, Waitrose and M&S were rated highest. However, when delving deeper into reflects its push for fresh, local produce, with 60% of its range of fruit & veg produced things like fresh produce, Morrisons, Aldi & Lidl stood out most, which is in line with their recent marketing by the retailer itself. efforts.
Tes o Value own label Co o D Aldi and Iceland scored highest for this segment of the market, with 30% of people satisfied with their value own label products. They were followed closely by ASDA. This alit of rod e is a lucrative sector, as 1 in 5 urbanites say they’ve increased their spend on value own eland ains r s label products in the past 12 months.
Fr it eg
al e O n La el Fresh meat 46% of shoppers trusted Morrisons for fresh meat, above other retailers perceived to Lidl aitrose stock good quality products such as Waitrose or M&S. Fresh Meat (exc fish)
Fro en Food Frozen food orrisons As the traditional innovator in the frozen food sector, Iceland comes top, with 70% choosing the retailer for its freezer range. ASDA‘s frozen range was also picked by 39% ldi of respondents. At the other end of the spectrum, Co-op has an opportunity to increase awareness of its convenience frozen meal deal offering.
Base: 1,308 respondents, Supermarket Sweep – Jul 2015 Sources: work.shop.play. survey 6
17 18 SUPPORTING the Community SummaryStats
With locals caring about their high street, Bus can offer the visibility that brands need What you need to know...
Evidence suggests that people want to shop more in their local areas. 44% of high street shoppers say they regularly shop on their local high street to support local businesses, rising to 50% of those aged 35+. The main weekly shop 2 in 3 urbanites do their main weekly shop sometime between Friday - Saturday. We know 1 in 3 1 in 5 that 1 in 2 think about the groceries they need whilst on the move. High street shoppers think that High street shoppers shopping on their high street is more believe that they get a more pleasant than going to big city centres personal service on their Top-up shopping or shopping malls local high street 1 in 3 urbanites will top up their big weekly shop at least once throughout the week, and 2 in 5 say most of their food shopping is done in convenience stores during the week. We The way in which people feel about local produce is starting to affect supermarket activity, with retailers looking know that nearly 1 in 2 urbanites shop in convenience stores between 5pm-8pm midweek. to tailor their products to feature local ranges and seeking to reassure customers about the provenance of food on offer in stores.
Last year, Morrisons started testing a new store format, with product ranges tailored to the areas where the Shopping Local stores are based. This aimed to create an experience that resonated with local customers. Meanwhile, in one of 44% said they regularly shop on their local high street to support local businesses. its latest campaigns, Waitrose wanted to reassure customers about the quality and provenance of their produce by live streaming video feeds from their farms, showing people where their food came from. Lidl have since also taken a similar approach in their latest campaign.
An increasingly mobile grocery shopper 1 in 5 1 in 4 people with children in their household and 1 in 5 urbanites aged 16-34s have already 1 in 3 used their mobile or tablet to order a shopping delivery. When it comes to online shopping, paying more attention 55% of urbanites will buy their groceries between 5pm-11pm midweek. will pay more for locally to food provenance sourced produce compared to last year
Sources: work.shop.play. survey 6, work.shop.play. survey 10 Sources: work.shop.play. survey 6, work.shop.play. survey 1, work.shop.play. survey 11
19 20 THE COMMUTING Shopper AT A GLANCE TRYING TO FIND The Balance
Nearly 1 in 3 urbanites say they want to take better care of themselves and eat more healthy food. What’s more, 1 in Planning meals around their workout 4 say that they’re buying more wholesome food this year compared to last, with 29% closely checking labels before As urbanites are looking to adopt healthier lifestyles, 3 in 5 say they exercise on a regular basis and nearly half try and buying food and 1 in 3 saying they keep a close eye on what they eat. find time to work out at least three times a week. It seems that food plays an important role in maintaining a healthy active routine - 30% are more likely to plan meals on the days they work out and 34% tailor their diet to get the right However, for busy urbanites life often seems to get in the way – 63% of health-conscious urbanites say that a lack nutrients for their workout. Technology is having an impact here too, as 46% have used mobile apps or wearables to of time stops them from having a balanced diet. What’s more, 1 in 3 urbanites say they can’t make it through the day keep track of their fitness and weekly diet. without a snack and 1 in 5 snack without thinking what about what they’re eating. Superfoods now a staple The following section explores the polarised nature of modern urbanites in terms of their behaviours and attitudes We know that urbanites want to consume more healthy food and it appears that superfoods, like avocado, towards food. It attempts to unpick key moments in the day (with regards to people’s food choices) and enable blueberries and kale, are now a staple in people’s diets. 1 in 5 regularly eat superfoods in order to balance their diet advertisers to tailor campaign messaging according to what consumers demand. and 3 in 4 of those who consume superfoods believe these types of foods can help improve health and well-being.
Sources: work.shop.play. survey 1, work.shop.play. survey 5, work.shop.play. survey 6, work.shop.play. survey 11 Sources: work.shop.play. survey 5, work.shop.play. survey 9, work.shop.play. survey 11
23 24 TRYING TO FIND The Balance PIVOTAL Moments
Responsible consumers Fair Trade Nearly 7 out of 10 people say they would be prepared to pay extra for better quality 41% London products. As a result, over 1 in 4 across the country have consciously purchased vs. 31% Urban In order to devise impactful brand strategies, it is crucial for advertisers to identify people’s pivotal decision Fairtrade and Organic products in the last month. Organic points throughout the day. With more than 1 in 2 urbanites thinking about food whilst on the move, the following 46% London subsection aims to identify key meal times and help advertisers understand how to tailor campaign messaging vs. 27% Urban according to people’s behaviours, priorities and demands.
Purchasing ‘own label’ products At the height of the recession, supermarket ‘own-label’ products were at the heart of the supermarket wars, with retailers using them to gain market share. People are still quite careful with their spending and nearly 1 in 2 agree that ‘own brand’ products are just as good as other well known brands. As Mintel data shows that consumer confidence has slightly declined in the wake of the Brexit vote, it’s unlikely this behaviour will change any time soon. This suggests that there is still scope for supermarkets to invest and drive awareness in this area.
60% have bought from a supermarket ‘value’ 62% 60% 64% range in the last month ABC1 35+ ADULTS 16-34 KIDS IN HH 46% would buy fresh meat from a supermarket’s 63% ‘premium own have bought from a brand’ rather supermarket ‘premium’ 62% 64% 55% than other well range in the last month ABC1 35+ ADULTS 16-34 KIDS IN HH known brands
Sources: work.shop.play. survey 6 Sources: work.shop.play. survey 6
25 26 PIVOTAL Moments: Breakfast PIVOTAL Moments: Lunch
More than 1 in 2 urbanites see breakfast as the most important meal of the day (rising to more than 3 in 5 of those with children in their household). While it tends to be a habitual choice, with more than 2 in 5 buying the same things week in week out, there’s a clear Although lunches are often planned in the weekly shop, with 1 in 3 urbanites saying they buy items in advance, it can difference between what people choose for breakfast midweek versus the weekend. Advertisers need to consider this often be a spur of the moment decision. 50% of people across the UK and 68% in London get lunch on the go at and think about different approaches depending on the time of week. least once a week.
For 62% of those who buy lunch on the move, this is usually a spontaneous decision, and more than half say their Monday - Friday Saturday - Sunday choice largely depends on their mood. 22% look for new products they can try, but 58% say they are often swayed Quick & Functional Thoughtful & Indulgent by special offers and meals deals.
As people go out for lunch with an open mind, there is a significant opportunity for advertisers to inspire the urban 57% 36% 73% 62% audience and target the lunchtime trade - with Bus being the perfect environment to drive action on the high street. Don’t have Seek quick & Buy more Make time to make convenient specialist products more of an Thoughts from the work.shop.play. community breakfast options at the weekend effort with We asked our community about what influenced their choice of lunch on a particular day. Although the strongest (e.g. bagels) breakfast influence is health (amongst 32% of urbanites), it’s not the only consideration. 23% 20% Look for Buy items 53% 34% healthy they can Enjoy trying Think about their Convenience is key Minimising food waste options consume new things at weekend breakfast ‘I chose that lunch today because of ‘‘I had soup for lunch because there was some on-the-go the weekend in the week convenience, as it was from the shop leftover from yesterday and I don’t like to opposite my office’. waste stuff’. 55% Cereal / Muesli / Granola 58% Eggs Female, 16-34 Female, 16-34
36% Fruit 57% Toast A treat on payday Looking for value 32% Porridge / Oatmeal 43% Full English ‘I had one of the expensive sandwiches ‘I was out, needed something quickly and a because it’s payday and I wanted meal deal normally offers good value’. 32% Toast 40% Bacon / Sausage Butty something special’. Male, 35-44 Male, 35-44 25% Yoghurt 39% Cereal / Muesli / Granola
Sources: work.shop.play. survey 9, work.shop.play. survey 1, work.shop.play. survey 16 27 Sources: work.shop.play. survey 13, work.shop.play. survey 7 28 PIVOTAL Moments: Dinner Takeaway Dinners
Despite 8 in 10 urbanites saying they normally prefer to cook their own food, busy lifestyles can often get in the way, 68% of urbanites say they try and cook all of their meals from scratch and 26% are doing so more than a year and takeaways can be a convenient alternative. work.shop.play. data reveals that 59% order takeaway food at least ago. 82% say they‘re proud of the meals they manage to prepare and feel that cooking gives them a sense of once a month (increasing to 68% of those aged 16-34). 72% say that ordering takeaway is usually a spontaneous accomplishment. decision and 39% think about it whilst at work or college, which shows that there may be scope for advertisers to think about targeting the lunchtime trade.
think about groceries whilst out and about Convenience Comfort 54% Reasons An easy alternative to 1 in 2 3 in 5 1 in 4 ‘I was tired and ‘I wanted to ‘There was no food Quite often, dinner plans are made spontaneously. For that reason, 22% frequently buy the groceries they need on the order didn’t want to cook’ treat myself’ in the house’ day and 26% decide what to have for dinner only once in-store. What’s more, 1 in 5 find they have the same meals all the time and are actively seeking help and inspiration. Online ordering platforms such as Deliveroo, Just Eat and Hungry House are now making it easy for more and more Therefore, advertisers have a golden opportunity to reach out to commuters and seek to assist them with ideas at key restaurants to enter the delivery market without having to set up their own infrastructure for distribution, intensifying points of influence throughout the day, when they’re likely to be thinking about their next meal, as highlighted by the competition in this sector. figure below. Over 1 in 2 agree that apps are making it easier than ever to order food and as a result, 1 in 3 have already ordered using an app on their mobiles. An average week Mon-Fri Avg day London BARB The fact that 1 in 5 say they sometimes order takeaway meals on their way back from work shows that advertisers Breakfast Lunch Dinner have a great opportunity to reach commuters through OOH advertising and seek to drive direct response.
Sources: work.shop.play. survey 17, work.shop.play. survey 13
am 2am Travelling Preparing food Tired
Sources: work.shop.play. survey 2, work.shop.play. survey 6, work.shop.play. survey 9, Touchpoints 6 expanded hub including TGI
29 30 Urban Snacking SummaryStats
Snacking is common amongst 9 out of 10 urbanites and buying snacks is most often a spur of the moment decision. For example, 30% say their choice of snack depends on their mood. Our research identified two main What you need to know... types of snackers…
Two types of snackers Trying to stay healthy Nearly 1 in 3 urbanites say they want to take better care of themselves and eat Habitual & prepared 1 in 4 normally snack to get more healthy food. Impulsive & spontaneous an energy boost in-between lunch and dinner and 1 in 5 20% 62% say that without fail, they Demanding better food plan their snacks are usually always get hungry between Nearly 7 out of 10 people say they would be prepared to pay extra for better at the start of spontaneous with meals. It can often go one of quality products. the week what they snack on two ways…
Time is the enemy 63% of health-conscious urbanites say that a lack of time stops them from having Conscious snacking a balanced diet. An indulgent occasion 54% 20% Breakfast is essential snack but try to snack and don’t 55% of urbanites see breakfast as the most important meal of the day and 57% say they eat some healthy think about what can’t function without it. options they’re eating
Lunch on the move 1 in 3 urbanites plan lunches in their weekly shop, but 1 in 4 will buy lunch whilst out and about Top 5 snacks 65% 60% 56% 42% 53% at least once a week. consumed regularly Fruit Chocolate Crisps Nuts Biscuits On the lookout for ideas The fact that fruit is the number 1 snack consumed by UK urbanites underpins the overall trends towards healthy 68% of urbanites say they try and cook all of their meals from scratch, but 1 in 5 find they choices. However, seeing how chocolate, crisps and biscuits also make the top 5 shows that people still like to have the same thing all the time and are actively seeking ideas. regularly treat themselves to indulgent food options.
Sources: work.shop.play. survey 16, work.shop.play. survey 1, work.shop.play. survey 9 Sources: work.shop.play. survey 5, work.shop.play. survey 6, work.shop.play. survey 9, work.shop.play. survey 11, work.shop.play. survey 13, work.shop.play. survey 17 31 32 SUMMARY ADDITIONALSources
Despite economic uncertainty as a result of the Brexit vote, the evidence suggests that groceries remain a priority and shoppers are not intending to cut their spending in this area anytime soon.
In turn, opportunities are more significant than ever, as advertisers are dealing with an ‘always on’ Exterion Media Dashboards consumer. work.shop.play. data suggests the main grocery shop is no longer just a weekend affair, Our online dashboards house a wealth of data that has been gathered from the urban as a half of all urbanites also stock up midweek. audience through the work.shop.play. surveys. Updated on a monthly basis, the data can be segmented by more than 40 different audience breaks. As 2 in 5 shop mostly for convenience throughout the week, the top-up shop is now an established behaviour. What’s more, shoppers’ habits suggest they’re constantly on the lookout for inspiration– To find out more - insight.exterionmedia.co.uk more than half think about the groceries they need whilst out and about.
Consumers have good intentions, and try to maintain a balance and sustain a healthy lifestyle. However, often under time pressure, this can be a challenge. Exterion Media Case Studies Touchpoints data suggests the daily commute is the time when people are most likely to be thinking about their meals. Therefore, advertisers have a golden opportunity to lend people a helping hand There are over 80 campaign effectiveness case studies available on our website, illustrating in the decision-making process and Exterion Media assets can enable them to reach the right the effectiveness of our assets across a wide range of categories, formats & regions. audiences, at the right time. To find out more - http://www.exterionmedia.com/uk/be-inspired/case-studies/
Sources: work.shop.play. survey 17, work.shop.play. survey 3, work.shop.play. survey 6, Touchpoints 6 expanded hub including TGI
33 34 USING DATA For Targeting USING DATA FOR Targeting
Reaching convenience Building top of mind awareness Reaching convenience Using mobile digital footprints to shoppers near their homes in proximity to stores shoppers near their homes optimise station selections 2 in 5 1 in 3 1 in 2 29% urbanites mostly shop urbanites do one big pick up lunch on the review or add items to for food in convenience weekly shop in-store and go at least once a their grocery lists whilst stores during the week top-up with essentials week out and about
In this example, using TGI’s Using Retail Locations data, we Using Government Workplace data, Telefonica data enables us to determine Shopper Archetypes and can map out London Underground we can profile London’s Workplace devices which, for instance, are frequently Experian Mosaic, we were able stations to target commuters in zones to identify hotspots of using Grocery/Recipe websites or apps and understand who our audience proximity of particular stores. workplaces, even by profession. identify the stations which deliver the most of are and map out where they live. these audience, by time of day.
Residential Audience Example: Stores within 15min London’s Workplace Zones Segmentation: Top-up Shoppers Walking Time Stockwell LU Station
Sources: work.shop.play. survey 3, work.shop.play. survey 6, work.shop.play. survey 11, work.shop.play. survey 13, TGI, Experian Mosaic, Retail Locations, Government Workplace Zoning Data 37 38 CASE STUDIES AND Creative Gallery LONDON UNDERGROUND Bus Driving response amongst commuters Driving action on the high street
Improving Perceptions Increasing Consideration Driving Action Launch Platform Driving Action Driving Action In June 2015, an Online In November 2014, an In November 2014, a In 2015, a Breakfast In October 2015, a In November 2014, a Supermarket ran a FMCG brand wanted to Household Tea brand Drink brand ran a Bus household brand ran a Bus nationwide Sandwich Shop campaign which aimed promote their Breakfast wanted to promote their advertising campaign to advertising campaign to wanted to drive awareness to place its brand Bar and drive purchase award-winning green raise national awareness raise national awareness of of their new lunch offering, front of mind with amongst commuters tea and engage London of its new product their new Chocolate Bar and increase store footfall commuters commuters in London 39% 86% 57% 51% 40% 54% of those who recalled the of those who remembered of people exposed of people who recalled the of people who recalled of those who saw the Bus ads thought this Online the ads were non - cereal to the brand’s digital ads said they would like the Bus ads went on to ads visited the Sandwich Supermarket was better bar eaters and half Underground campaign to try the Breakfast Drink buy the Chocolate Bar Shop during the two-week than other online grocers said they puchased the are now likely to purchase (vs. 24% of those who did for them or for someone campaign (vs. 26% who (vs. 13% who did not recall). Breakfast Bar. their products (vs. 36% not recall the bus ads). else (vs.11% who did not did not recall). control). recall).
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Click here to access over 80 ad-effectiveness case studies available on the Exterion Media website.
Sources: Dipsticks Ad-effectiveness Research, Online supermarket Jun 2015, Breakfast bar Nov 2014, Household tea brand Nov 2014 Sources: Dipsticks Ad-effectiveness Research, Online supermarket Jun 2015, Breakfast bar Nov 2014, Household tea brand Nov 2014
41 42 CREATIVE Gallery
43 44 LIST OF Surveys
This report includes findings from 17 surveys which ran across the work.shop.play. community:
work.shop.play. survey 1: Urban Snacking - Apr 2013 work.shop.play. survey 2: Supermarket Sweep – Jul 2014 work.shop.play. survey 3: Urban Food - Aug 2014 work.shop.play. survey 4: Inside: Fast Food - Oct 2014 work.shop.play. survey 5: Inside: Fitness For the Summer – Jun 2015 work.shop.play. survey 6: Supermarket Sweep – Jul 2015 work.shop.play. survey 7: Food Video Task – Jul 2015 work.shop.play. survey 8: 3 Things in August – Aug 2015 work.shop.play. survey 9: Ready, Steady, Cook! – Aug 2015 work.shop.play. survey 10: Rugby World Cup and Health – Sep 2015 work.shop.play. survey 11: Quick Fire Wednesday: Halloween – Sep 2015 work.shop.play. survey 12: High Street Survey – Sep 2015 work.shop.play. survey 13: Time to Power Up - Oct 2015 work.shop.play. survey 14: Pre-Christmas Survey – Dec 2015 work.shop.play. survey 15: State of The Nation - Dec 2015 work.shop.play. survey 16: Inside: Fancy an ice cream sundae? – Feb 2016 work.shop.play. survey 17: One minute Monday - Jul 2016
The ad-effectiveness insights included in this report were sourced from 9 bespoke research projects conducted in association with Dipsticks Research: Dipsticks survey 1: Online Takeaway Provider – Oct 2014 Dipsticks survey 2: Coffee Shop – Nov 2014 Dipsticks survey 3: Sandwich Store – Nov 2014 Dipsticks survey 4: Breakfast Bar – Nov 2014 Dipsticks survey 5: Large Supermarket – Nov 2014 Dipsticks survey 6: Breakfast Drink – Mar 2015 Dipsticks survey 7: Online Supermarket – Jun 2015 Dipsticks survey 8: Convenience Supermarket – Aug 2015 Dipsticks survey 9: Chocolate Bar – Oct 2015
45 46 esear h Ste an. ocos exterionmedia.co.uk icola. arrett exterionmedia.co.uk