Table of Contents
Issues in the Market
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- Definitions
- Abbreviations
Insights and Opportunities
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- Building the point of differentiation
- Spot the difference?
Fast Forward Trends
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- Celebs and Social Engineering
- What’s it about?
- What we’ve seen
- What next/implications
- Cult of the Celebrity
- What’s it about?
- What we’ve seen
- What next/implications
Market in Brief
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- Celebrity charm…
- …is campaigning for change
- Selling celebrity…
- Looking forward
Internal Market Environment
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- Key points
- The cult of the celebrity
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- Figure 1: Recent celebrity food and cookery television programmes
- Cooking gets social
- Eat and be merry
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- Figure 2: Agreement with selected lifestyle statements on food, 2003-07
- Probing your conscience
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- Figure 3: Agreement with selected lifestyle statements on food production values, 2003-07
- Time for a health check
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- Figure 4: Agreement with selected lifestyle statements on health, 2003-07
- Kids get pukka tucker
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- Figure 5: 7-10s who have school dinners and packed lunches during the week, 2003-07
Broader Market Environment
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- Key points
- Demographic changes provide a favourable backdrop
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- Figure 6: Effect of the changing make-up in demographics of the UK population on the market for functional foods, 2007
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Up and down
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- Figure 7: Number of new celebrity branded food products in the UK market, 2003-08*
- Branching out…
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- Figure 8: Number of new celebrity branded products in the UK market, by category, Jan 2007-Feb 2008
- Health claims are key
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- Figure 9: Product claims on celebrity-endorsed foods, 2007 and 2008*
- Celebrity fit club
- Commanding a premium
- Craving convenience
- New packaging innovation
- Future trends
Celebrity Food Brands & Influences on the Food Market
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- Key points
- Celebrity chefs
- Jamie Oliver
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- Figure 10: Jamie Oliver food products launched in January 2007
- Hugh Fearnley-Whittingstall
- Delia Smith
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- Figure 11: The Delia effect
- Ainsley Harriott
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- Figure 12: Food products under the Ainsley Harriott brand
- Antony Worrall Thompson
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- Figure 13: Food products under the Antony Worrall Thompson Brand, 2007
- Gordon Ramsay
- Nigella Lawson
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- Figure 14: The Nigella effect
- Jean-Christophe Novelli
- Other celebrity chefs
- Mary Berry
- Paul Rankin
- Ken Hom
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- Figure 15: Food products under the Ken Hom brand
- Rick Stein
- Nick Nairn
- Raymond Blanc
- Brian Turner
- Other celebrities
- Loyd Grossman
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- Figure 16: Food products under the Loyd Grossman brand
- Linda McCartney
- Jane Asher
- Rosemary Conley
- Gillian McKeith & You Are What You Eat
- Other celebrity food brands
- Paul Newman
- Sophie Conran
- Frankie Dettori
- Terence Stamp
- George Foreman
- The future
Product Positioning
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- Key points
- The need for differentiation
- Pasta sauces
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- Figure 17: Price positioning in the UK pasta sauces market, 2008
- Baking mixes
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- Figure 18: Price positioning in the UK baking mixes market, 2008
- Instant rice
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- Figure 19: Price positioning in the UK instant rice market, 2008
Brand Communication and Promotion
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- Key points
- How low can you go?
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- Figure 20: Main monitored media expenditure on celebrity endorsement of food by brand, 2003-07
- Below-the-line activity
The Impact of Celebrity on Food in Context
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- Key points
- Harnessing the power of the celebrity
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- Figure 21: Impact of celebrity on purchasing behaviour, January-February 2008
- Young women are star struck
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- Figure 22: Impact of celebrity on food, cosmetics and fragrances, January-February 2008
The Effect of Celebrity Chefs
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- Key points
- The power of the celebrity is driving healthy sales…
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- Figure 23: The affect of celebrity chefs on consumers, January-February 2008
- ...and have increased the interest in provenance and production values
- Celebrity endorsements – Depth of influence
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- Figure 24: Number of ways in which adults purchasing behaviour is influenced by celebrity chefs, 2008
- Growing the market
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- Figure 25: Number of ways in which adults are influenced by celebrity chefs, by gender, age and socio-economic status, January-February 2008
- Older men resist
Celebrity Chefs – Influence and Awareness
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- Key points
- Creating a stir
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- Figure 26: Awareness and influence of certain celebrities chefs* on food and food products, January-February 2007*
- Ramsay to the rescue?
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- Figure 27: Target influence group for celebrity chefs, January-February 2007
Consumer Barriers to Purchase
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- Key points
- I’m a celebrity – so what?
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- Figure 28: Agreement with attitude statements, January-February 2008 (column %)
- Competing with premium own label
- Charity mate
Appendix – Internal Market Environment
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- Figure 29: Agreement with selected lifestyle statements, by demographic sub-group, 2007
- Figure 30: Agreement with selected lifestyle statements, by demographic sub-group, 2007
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- Figure 31: Agreement with selected lifestyle statements on health, by demographic sub-group, 2007
- Figure 32: Agreement with selected lifestyle statements on health, by demographic sub-group, 2007
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- Figure 33: 7-10s who have school dinners and packed lunches during the week, by gender, age, socio-economic group and region, 2007
- Figure 34: Agreement with selected lifestyle statements on food, 7-10s, by gender, age, socio-economic group and region, 2007
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- Figure 35: Agreement with selected lifestyle statements on food, 11-14s, by gender, age, socio-economic group and region, 2007
- Figure 36: Agreement with selected lifestyle statements on food, 7-10s, 2003-07
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- Figure 37: Agreement with selected lifestyle statements on food, 11-14s, 2003-07
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Appendix – Broader Market Environment
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- Figure 38: Changes in UK population by socio-economic status, 2003-13
- Figure 39: Changes in UK population by age, 2003-13
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Appendix – Celebrity Food Brands & Influences on the Food Market
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- Figure 40: Supermarket stocking policies by retailer, 2008
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Appendix – The Impact of Celebrity on Food in Context
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- Figure 41: Impact of celebrity on purchasing behaviour, January-February 2008
- Figure 42: Impact of celebrity on purchasing behaviour, January-February 2008
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Appendix – The Effect of Celebrity Chefs
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- Figure 43: The affect of celebrity chefs on consumers, January-February 2008
- Figure 44: The affect of celebrity chefs on consumers, January-February 2008
- Target groups
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- Figure 45: Number of ways in which adults are influenced by celebrity chefs, by demographics, January February 2008
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Appendix – Celebrity Chefs – Influence and Awareness
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- Loyd Grossman
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- Figure 46: Loyd Grossman – Awareness and influence of food and food products bought, January-February 2007
- Linda McCartney
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- Figure 47: Linda McCartney – Awareness and influence of food and food products bought, January-February 2007
- Ainsley Harriott
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- Figure 48: Ainsley Harriott – Awareness and influence of food and food products bought, January-February 2007
- Jamie Oliver
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- Figure 49: Jamie Oliver – Awareness and influence of food and food products bought, January-February 2007
- Paul Newman
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- Figure 50: Paul Newman – Awareness and influence of food and food products bought, January-February 2007
- Brian Turner
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- Figure 51: Brian Turner – Awareness and influence of food and food products bought, January-February 2007
- Nigella Lawson
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- Figure 52: Nigella Lawson – Awareness and influence of food and food products bought, January-February 2007
- Gordon Ramsay
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- Figure 53: Gordon Ramsay – Awareness and influence of food and food products bought, January-February 2007
- Jane Asher
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- Figure 54: Jane Asher – Awareness and influence of food and food products bought, January-February 2007
- Ken Hom
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- Figure 55: Ken Hom – Awareness and influence of food and food products bought, January-February 2007
- Antonio Carluccio
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- Figure 56: Antonio Carluccio – Awareness and influence of food and food products bought, January-February 2007
- Antony Worrall Thompson
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- Figure 57: Antony Worrall Thompson – Awareness and influence of food and food products bought, January-February 2007
- Terence Stamp
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- Figure 58: Terence Stamp – Awareness and influence of food and food products bought, January-February 2007
- Paul Rankin
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- Figure 59: Paul Rankin – Awareness and influence of food and food products bought, January-February 2007
- Hugh Fearnely-Whittingstall
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- Figure 60: Hugh Fearnely-Whittingstall – Awareness and influence of food and food products bought, January-February 2007
- Clarissa Dickson-Wright
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- Figure 61: Clarissa Dickson-Wright – Awareness and influence of food and food products bought, January-February 2007
- Heston Blumenthal
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- Figure 62: Heston Blumenthal – Awareness and influence of food and food products bought, January-February 2007
- Rick Stein
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- Figure 63: Rick Stein – Awareness and influence of food and food products bought, January-February 2007
Appendix – Consumer Barriers to Purchase
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- Figure 64: Attitudes to celebrity endorsed foods, January-February 2008
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- Figure 65: Attitudes to celebrity endorsed foods, January-February 2008
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- Figure 66: Attitudes to celebrity endorsed foods, January-February 2008
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