2013

Current Consumption Habits of LucknowitesA snapshot

Eating In-HomeDetailed Findings

Current Consumption PatternsBreakfast

Breakfast time by segments during weekdays Breakfast time by segments during weekends

Frequency of Consumption at home Frequency of Consumption Outside

• Lucknowites are early breakfast takers, most finishing it before 8am, especially students and kids.

• Lucknow stays an everyday breakfast city with only the kids having to forgo it a little bit every other day.

Current Consumption PatternsBreakfast

Weekday breakfast by segments

Items eaten everyday

Weekend breakfast by segments

Company during breakfast

• Eggs and Cornflakes, though a popular breakfast item don’t have much traction with Lucknowites on weekdays

• The whole of Lucknow specially the more educated lot with higher income go for a heavy brunch of Chapati Sabzi on weekends.

Current Consumption PatternsLunch

Lunch Time Frequency of Lunch

Lunch and Supper Clock Frequency of Consumption Outside

• 1-2 PM is the most common lunch time for Lucknowites

• Though lunch is an in-home occasion, youth have started to drift away a bit

• Kids are the ones who maximum eat home cooked food outside during school lunchtime.

Current Consumption PatternsLunch

Lunch Items of Weekdays

Frequency of Consumption of Categories Company during Lunch

Lunch Items of Weekends

• Lucknow lunch is still a traditional one with chapatti/rice dal and sabzi.

• Like in breakfast, Lucknow people tend to indulge with newer items specially biryani during weekends

• Unlike breakfast, lunch is a “do-alone” occasion for most Lucknowites

Current Consumption PatternsDinner

Time for Dinner

Frequency of Everyday Consumption of Categories Company during Dinner

Frequency of in-home dinner

• 63% of Lucknowites have dinner by 10 pm. • More than 80% have dinner at home almost every

day. • High income group people have high likely hood of

eating dinner alone when they are at home.

Current Consumption PatternsDinner

Dinner Clock

Person cooking Dinner

Ladies of the house are still the ones that cook dinner in Lucknow

Eating OutDetailed Findings

Current Consumption Patterns

Frequency of Eating Out

Frequency of Consumption by outlets

High Frequency consumption by segments

Average Visit per month by outlet

• Trend of increased eating out seems to be driven chiefly by Young and Unmarried Lucknowites.

• Western or Chinese Restaurants are least preferred eating out options for Lucknow People

• Lucknowites males and the youth drive the consumption at the roadside dhabas, tea shops

Current Consumption Patterns

Brands Recalled for outlets

Occasion for eating out at outlets Bill Amount at various outlets

• Branded coffee shops and local sweet shops are most preferred eating outlets on special occasions.

• Movie theaters and Food courts in malls are most preferred eating outlets on weekends/holidays.

• With increase in disposable income and adapting to the lifestyle in the capital city, people from all classes have started spending more on eating outside.

BeveragesDetailed Findings

Current Consumption Patterns

• Hygiene is the key driver for consuming beverages nowadays

• Females are more health conscious than males in Lucknow for beverages

• Lower SECs have their beverage consumption limited by cost, even though they may like to have more healthy drinks.

• Soft drinks are more a youth thing and less preferred by old age groups

Current Consumption Patterns

• Traditional drinks still rule the roost in Lucknow with maximum consumption. Green Tea/Herbal tea however is catching up fast with traditional tea

• Tea remains a morning and evening drink for most of Lucknow.

• Lucknow drinks its coffee more so as a filler between different food occasions.

Current Consumption Patterns

• Tea dominates the daily clock of Lucknowites figuring during most times of day

• Cold drinks are a day drink while coffee fills in the time between important meals

Current Consumption Patterns

• Beverages serve the purpose of taste, energy and refreshment in Lucknow.

• Pepsi and Nescafe are the most favorite brands with Lucknowites.

Conclusion• Lucknow is a traditional city when it comes to food

consumption

• …yet Lucknowites are increasingly concerned with health value of foods

• Weekdays are special occasions with people more eager to try out new foods

• Lucknow people now go out a lot for dining on special days and spend lavishly

• Though Lucknowites have more of tea and milk, yet cold drinks are losing traction with youth due to health concerns.

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