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FEBRUARY2019HEALTHYSNACKS&ROUTINEFORBREAKFASTSIMPLIFICATIONOFMENUSHEALTH-CONSCIOUSDRINKINGEAT,DRINK&BEHEALTHYHOWAT-HOMECONSUMPTIONISCHANGINGKantarWorldpanel’sUsageFoodandBeverageservicecoverspackagedfoods,freshfood,andbeverages,andisanopendoortoconsumers’kitchensandcupboards.Throughat-homeconsumptiondiaries–whicharelinkedtoourpurchasingpanels–wecanseehowtheypreparemenus,whatspecificingredientstheychooseandwhy,howhabitschangeovertime,whatthemostvaluableoccasionsareandhowproductscompetewithoneanother.Wegatherdataacrosseightcountriesaroundtheworld–theUnitedKingdom,Spain,Mexico,Portugal,ChinaMainland,France,BrazilandtheUnitedStates–andcantrackanyfoodorbeverageconsumedatanyweekoftheyear,byanyindividualinthehousehold—allowingclientstounderstandchanginghabitsandidentifybusinessopportunities.METHODOLOGYCONTENTSLocalnuancesdrivenbyhealth-consciousglobaltrendsHealthysnacking:aglobaltrendHealthandroutinetostartthedayThesimplificationofmainmealsThegrowthofbeveragesathomeWinningshareofstomachAboutus03040608101415METHODOLOGY2Ifbuyingtheproductisthe‘momentoftruth’,consumptionisthemomentofvalidation—andit’svitalinordertodrivesatisfactionandrepeatpurchasing.Inthispublicationwewillexplorehoweatinganddrinkinghabitsdifferfromonecountrytoanother,identifyingthecommontrendstyingglobalconsumptiontogether.Atthecentreofitallisanincreasedfocusonhealthandwellbeing.•Healthysnackingisontheup,despitepeopleeatinglessathome.Freshfruitleadsshareofstomach.•Breakfastremainsthemostimportantat-homemomentglobally.Peoplewantroutineandhealthatthestartoftheday.•Mainmealsaregettingsimpler.Lightermenus,cleanercookingmethods,andtheuseoffeweranimalproteiningredients,havedrivena6%declineinthenumberofdifferentcoursesservedatlunchanddinnertimes.•Health-consciousdecisionshavecreatedwiderfragmentationofthebeveragesmarket.Plant-basedandfermenteddrinks,alongwithhomemadesmoothiesandjuices,arestealingsharefrombrandedgoods.COUNTRYCONSISTENCIESComparingthenumberofweeklyat-homeoccasionsbetweencountries,therearetwodistinctgroups:countrieswherepeopleconsumefoodordrinkathomethreetimeseachday,andthosewherepeopleonlydosotwice.LOCALNUANCESDRIVENBYHEALTH-CONSCIOUSGLOBALTRENDSWeeklyat-homeoccasionsvarybycountrySnackingisthemostrelevantfactorinunderstandingthetotalnumberofoccasionspercapitaacrossdifferentmarkets.Forexample,snackingisalmostthree-timesasprevalentintheUK–wherepeopleeatathomethreetimeseachdayonaverage–thaninFrance,wherethefigureistwiceaday.WithstableinflationandGrossDomesticProduct(GDP)climbinginallmarketsbesidesMexico,out-of-home(OOH)consumptionisfollowingsuit.Andthatmeansat-homeoccasionsarefallingacrosstheboard.Source:KantarWorldpanelBreakfastLunchanddinnerSnackingSPAINFRANCEUKBRAZILCHINAMEXICOPORTUGAL5.97.48.34.510.25.76.210.63.45.08.95.43.19.85.53.88.65.73.68.45.13xintakesaday2xintakesaday20142018UK-2.3%21.622.1Spain-1.9%20.320.7Portugal-3.0%19.319.9France-4.2%18.118.9Source:KantarWorldpanelTotalat-homefoodandbeverageconsumptionmomentsperweekINTRODUCTION3THEECONOMICSOFSNACKINGThedecreaseinat-homeconsumptionmayhaveanimpactatbreakfast,lunchanddinner,butthisisnottrueforsnackingoccasions.Whilethenumberofglobalat-homeoccasionshasplummetedby36millionbetween2014and2018–a2%declineinbreakfast,lunchanddinneroccasions–snackinghasincreased.Withpeopleeatingfewermainmeals,especiallyatweek-daylunchanddinnertimes,therehasbeena0.5%riseinsnackingmoments.Theriseinsnackingisamajortrendaroundtheworld,andtherearemanydriversandmarketdifferencesatplay.What’scommonacrosseverymarket,however,isthatsnackingmakesupasignificantproportionofconsumptionoccasionsthroughouttheday.Snackingaccountsforclosetooneineveryfourat-homeoccasions,withafternoonandafterdinnerbeingthemostpopular—whilemorningsnacksaregrowingthefastest.InFrancetherehasbeen0.8%growthinsnacking,butChinaMainlandoffersthegreatestopportunity.Themarketmaycurrentlyhaveasmallershareofglobalsnackingoccasions(threeperweek)–especiallywhencomparedtotheworldleadertheUK(eightperweek)–butitsenormouspopulationand0.3%growthinsnackingsince2017makesitaprosperousmarkettobreakinto.‘MOMENT’ACTIVATIONISANOPPORTUNITYFORRETAILERSNotonlyaresnackingoccasionsgrowing,suchpurchasesareinturnincreasingshoppingbasketvalue.Thepricepaidforproductsconsumedduringsnackingoccasionsis24%higherinSpainthanbreakfastandmainmeals,forexample.However,notallretailersaretakingadvantageofthisvaluableandgrowingmoment.Asshowninthetablebelow,it’sclearthathypermarketsanddiscountersinSpainhaveanopportunitytoimproveshareofmarketversusMercadona,especiallywithinhealthysnacking.HEALTHYSNACKING:AGLOBALTRENDSNACKINGTOTALMOMENTSOTHERSUPERMARKETSMERCADONA33.734.431.430.117.117.417.718.2HYPERMARKETSDISCOUNTERS%valuesharebychannel(ModernTrade)36MILLIONFewerweeklyoccasionsathomevs2014MainmealsSnacking23%(+0.5%OCCASIONSVS2014)77%(-2%OCCASIONSVS2014)HEALTHYSNACKING4HEALTHYMORNINGS;INDULGENTNIGHTSThroughoutcountries,“enjoyment”isthebiggestdriverforat-homeconsumption.However,thetimeofdayisamajorinfluenceonthetypesofsnackspeopleenjoy.Peoplearefarmorehealth-consciousatthestartoftheday,andthisi