Research Shows Rapid Growth in Food “Snackers” in Britain

25 November, 2003

Snack and convenience food consumption plays a dominant role in the eating habits of almost half of British consumers, according to new research results published by Teagasc.

The research on lifestyle segmentation of consumers reveals a rapid growth in demand for convenience food in Britain. This offers a substantial market opportunity for Irish food manufacturers.

Using a sophisticated consumer research method, called the Food Related Lifestyle Instrument, researchers at the Teagasc National Food Centre and UCC have segmented British consumers into six groups.

According to Cathal Cowan, of the Teagasc National Food Centre and leader of the research team, the most rapidly growing group of food consumers in Britain are now classified as ‘snackers’. Accounting for one in five of British consumers, they are predominantly interested in convenience foods which offer quick and easy meal solutions.

The research team has also identified two other British consumer categories with limited interest in food. They are described as the ‘careless’ and ‘uninvolved’ consumers.

“The careless group have least interest in shopping whereas those in the uninvolved group have minimal interest in cooking. Together with the emerging snackers these groups now account for 48% of British consumers. “All three groups have higher proportions of people in the lower socio-economic groups,” said Cathal Cowan.

The research team has classified the balance of consumers into ‘rational’, ‘adventurous’ and ‘conservative’.

The rational group, who account for 26% of British consumers, are particularly interested in quality foods and are largely middle-aged to elderly. The adventurous group, accounting for 17% of consumers, have the greatest interest in new food products and are more likely to shop in specialist stores.

In contrast, the conservative group, accounting for just 9% of consumers, are traditional in food tastes and have little interest in convenience foods or new food products. They contain a higher proportion of older females.

The results of the research have been communicated to Irish food companies in order to help them gear their product development, marketing and advertising strategies to emerging consumer trends.

Cathal Cowan said Irish companies produced over €2.6billion of convenience food products in 2002, of which €1billion was exported to the British market.

“The British market for convenience food is worth over €20billion per annum and is projected to increase by a further €5billion by 2006. It represents a real growth opportunity for Irish food manufacturers,” he said.

Results of Teagasc/UCC Research