Food industry failing the needs of the individual
trends, but it has been slow to adapt to the needs of one person
households - a growing segment of the market - claims a new
UK-based report from market analysts Mintel.
The number of one person households (OPHs) has grown faster than any other type, in particular compared to those with three or more people, but the food industry is not yet catering for people on their own, according to a recent report from Mintel.
In 1997, OPHs accounted for 28.2 per cent of all UK households. By 2003, this is estimated to stand at 29.2 per cent and further growth is forecast so that by 2007 it is expected that three in ten households will consist of only one person.
But the Mintel report, 'Eating in One-Person Households', shows that the cost of living by yourself can be an expensive business. Adults who live in OPHs tend to spend more than adults in larger households on selected items of food per week. Extra costs involved in food wastage and the greater expense per gram of smaller packs undoubtedly explain much of this extra expenditure. Products for which expenditure is considerably higher for OPHs include sweet spreads and preserves, sugar, eggs, hot beverages, yellow fats and fresh fruit.
Many packaged food markets appear to make poor provision for the OPH consumer, the report continues, with a high proportion of items intended for two or for families. The biggest problem would seem to lie with perishable products that have to be used straight away. Examples of these are fresh and canned soups, fresh pasta and pasta sauces, prepared fresh vegetables and added-value fresh meat and fish.
There are very few markets which specifically target single eating. In a few areas, for example cheese and jams, single-serve packs have been introduced, but the objective behind these has been to widen purchasing types rather than to satisfy those living on their own. The main category to target people eating on their own is ready meals, although these are not attractive to all OPHs.
Those who live on their own tend to shop more frequently for groceries than is the case for larger households, the report adds. Some 13 per cent of OPH adults said that they bought groceries more than once a week compared to just under 10 per cent of other households.
This can in part be explained by the relatively high proportion of over-64s (46 per cent of all OPHs), who have a lower level of car ownership and thus need to shop more frequently. However, it is also a reflection of the free and easy way of life of those living in OPHs, and the fact that on a day-to-day basis they do not have to worry about providing meals for other family members.
Just over half of women who live on their own agree with the statement that they love cooking compared to 43.8 per cent of men, reinforcing traditional stereotypes. Mintel's qualitative research suggests a rather different view, however, with many male respondents claiming that they cook regularly. Female respondents seem far more concerned about the time element, with a heavier usage of ready meals. Nevertheless, even here usage of ready meals is not exclusive, with many respondents often cooking a meal that would last more than one night.
There is also plenty of evidence in Mintel's focus groups of the appetite among the younger women and the men who live on their own for bread. Men are the most likely to eat a lot of bread with 54 per cent agreeing with this statement compared to only 36 per cent of women. The difference between men and women is most significant among those aged 35 or more. However, among women aged 15-34, almost half say they eat a lot of bread. Given this group's greater disposition to feel that they do not have time to spend on cooking, it is feasible that a high proportion of this age group exists for much of the time on sandwiches.
Mintel said that it was surprising that there had not been more products tailored to OPHs given the upturn in recent years of the number of relatively affluent people under the age of 65 who live alone.
"There have been no specific advertising campaigns and apart from ready meals very few foodstuffs are targeted at the single eater. Mintel believes that it is only a matter of time before providers wake up to this significant market and target them specifically," the report concludes.
Mintel's conclusion was echoed by Martin Paterson, deputy director general of the UK Food and Drink Federation (FDF), which represents the British food industry.
"The UK food and drink manufacturing industry only survives by responding quickly to what consumers want, and more and more we're seeing single portion convenience products to cater for that need.
"The industry is highly innovative and continually strives to provide an even greater range of high quality, value for money products for consumers. Manufacturers welcome consumers' comments and suggestions on their products through their customer care lines and websites, addresses of which are printed on most packaging."
