Table 1: The number of main meal and snacking occasions (billions) in Europe and the US, 2004-2009 17
Table 2: The average number of daily and yearly non-alcoholic drinking occasions (including tap water), 2004-2009 17
Table 3: The value (total and per capita) and growth of snacking and non-alcoholic drinks markets, 2004-2009 (US$bn and €bn) 17
Table 4: Number of super-premium occasions by category (millions), 1999-2009 26
Table 5: Value of super-premium occasions by category (€m and US$m), 2003-2008 27
Table 6: Industry opinion concerning the ‘most important’ consumer group to target with higher quality snacks and drinks products 32
Table 7: Savory snacks, confectionery and ice cream consumption by age group and country, 2004 33
Table 8: Hot drinks and soft drinks consumption by age group and country, 2004 35
Table 9: Consumer attitudes towards the importance of finding ways to escape the pressures of everyday life, 2004 37
Table 10: Consumer and industry opinion on the relative importance of core eating motivation by consumption occasion type, 2004 38
Table 11: The number of European and US snack and hot & soft drink treating occasions occurring in response to stress, 2003-2008 39
Table 12: The number of European and US snack and hot & soft drink treating occasions occurring in response to boredom, 2003-2008 40
Table 13: The number of European and US snack, alcoholic beverage and hot & soft drink treating occasions occurring as a celebration/reward, 2003-2008 46
Table 14: Consumer and industry perception of the relative importance of various ‘extrinsic quality’ variables, 2005 50
Table 15: A summary of consumer and industry perception of the relative importance of various ‘credence quality’ variables, 2005 53
Table 16: A summary of consumer and industry perception of the relative importance of various ‘experiential quality’ variables, 2005 57
Table 17: Examples of snacking and beverage products that tap into the notion of ‘accessible premium’ 66
Table 18: Examples of manufacturers aligning products with key indulgence moments when consumers are more likely to trade up 69
Table 19: Examples of products leveraging intrinsic quality attributes 70
Table 20: Products which capitalize on the growing consumer demand for authentic consumption experiences 72
Table 21: Examples of emphasizing country of origin or country of association to help establish a price premium 74
Table 22: Examples of packaging formats complementing a product’s premium positioning 75
Table 23: Examples of merchandizing displays that complement the premium image of a product offering 76
Table 24: Definitions used in this report
Figure 1: Consumers’ quality perceptions can be grouped under four main factors 6
Figure 2: Quality exists on different levels and can be loosely categorized by price bands 15
Figure 3: The growing importance of snacking generally and the trend towards premiumization both highlight the growing opportunity to market higher quality snacks and beverage products 16
Figure 4: Survey results highlight that trading up behaviors are growing most strongly in snacking markets, although more high quality snacks and drinks are being consumed on impulse 18
Figure 5: Numerous structural and situational factors also explain why consumers are embracing higher quality products 19
Figure 6: Analysis of the benefit mega-trends provides a compelling understanding of consumer need and behavioral influences on high quality snacks and beverage consumption 20
Figure 7: The value of national confectionery markets is exceeding volume growth, thereby indicating a trend towards premium 22
Figure 8: The value of national savory snack markets is exceeding volume growth, thereby indicating a trend towards premium 23
Figure 9: The value of national bakery and cereal markets is exceeding volume growth, thereby indicating a trend towards premium 23
Figure 10: The value of national dairy markets is exceeding volume growth, thereby indicating a trend towards premium 24
Figure 11: The value of national hot drinks markets is exceeding volume growth, thereby indicating a trend towards premium 24
Figure 12: The value of national soft drinks markets is exceeding volume growth, thereby indicating a trend towards premium 25
Figure 13: Low earners are almost as indulgent as high earners in terms of purchasing behavior 28
Figure 14: 40% of European and US consumers reported that they consumed more comforting food and drinks in 2003-04 39
Figure 15: Consumer and industry opinion shows that indulgence and mood enhancing needs take on the most importance for high quality occasions 41
Figure 16: Higher quality, more indulgent snacking and beverage occasions are more associated with evening consumption 42
Figure 17: More than 50% of consumers used their homes for entertaining more frequently during 2003-2004 43
Figure 18: Consumers are more likely to consume a higher quality product across a number of specific locations and occasions 44
Figure 19: Consumers’ quality perceptions can be grouped under four main factors 48
Figure 20: Taste, freshness, and packaging are three of a number of attributes that consumers and industry executives consider to be more important for higher quality food and drinks 49
Figure 21: Consumers are spending more time considering the ingredients in food and drink offerings 52
Figure 22: Consumers want products designed for their specific needs 55
Figure 23: Summarizing the impact of health and wellness on indulgence habits 57
Figure 24: Nearly half of European and US consumers sought more excitement and sensations in life in 2003-2004 58
Figure 25: During 2003-2004 European and US consumers increasingly tried new food and drink products 58
Figure 26: Convenience is often deemed to undermine quality and health credentials of product offerings 60
Figure 27: Consumers perceive that the recommendations of others are important and more likely to rely on such communication when choosing products and services 61
Figure 28: The opportunity in high quality snacks and drinks can be exploited by recognizing, understanding and capitalizing upon these trends and insights 63
Figure 29: Strategies for managing country-of-origin effects 73
Figure 30: High quality snacks and drinks consumers are under-targeted via hedonistic locations and occasions 79
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