Sample report

Lunch Diary Study

December 2010

Image: http://find.myrecipes.com/recipes/recipefinder.

Agenda

• Background and methodology

• Key findings

• What do we eat for lunch?

• Where do we eat our lunch?

• Where do we source our lunch?

• What do we spend on lunch?

• Demographics

Image: http://www.mygreenaustralia.com/2010/08/meat-free-mid-week-soup-roundup/

Background and Methodology

We are looking to explore possible opportunities for expanding the proposition of wet soup as a “year round” credible lunch option.

The objectives of the research are to:Determine the current top lunch options for Australians Identify top 10 lunch options by demographics in the warmer vs cooler months of the yearEstablish if there is an opportunity to own the lunch occasion more overtly

Background

Methodology

• Online survey conducted in two waves: - Summer (Nov 2010) and Winter (April/ May 2011)

• Sample of n=1,400 (200 per day)• 50/50 Male/Female (with 50/50 – working / non working women)• Survey infield 23-29 November 2010

Image: http://www.lookandtaste.com/go/our-recipes/?category=9

Key findings

Based on total lunch items consumed among 1,400 Australians in the last week of Spring, it appears that soup does not strongly feature as a popular lunch choice. Less than 3% of total people consumed soup for lunch across the week.

More popular items include sandwiches/ rolls, salads and fruit - all items that are easy to prepare and are readily available to purchase ready made in supermarkets or from food outlets. Interesting, the majority of reported lunch choices appear to be relatively healthy options

Across all lunch occasions throughout the week, among all demographics, at least 70% of lunchtime meals are eaten at home or at work. For most people, wet soup would be a viable lunch alternative within these two venues

In total, across any given week, around six in ten people either buy ingredients to make their own lunch, buy lunch items with their general grocery shopping, or visit a supermarket to purchase lunch items for that day. All of these people represent possible soup consumers who have an opportunity to purchase wet soup from a supermarket as a lunch option

Overall, six in ten people spend $5 or less on their lunch on average across both weekends and weekdays, while nine in ten spend no more than $10 on their lunch on average. Wet soup is a viable lunch option in terms of budget parameters.

While not specifically explored in the research, it appears that the main barrier to soup consumption throughout the warmer months may be driven by more of a mindset limitation, and less visibility of soup as a credible option during warmer seasons

Key findings

Image: http://www.lookandtaste.com/go/our-recipes/?category=9

Agenda

Background and methodology

Key findings

What do we eat for lunch?

Where do we eat our lunch?

Where do we source our lunch?

What do we spend on lunch?

Demographics


Top 15 Lunch items

Lunch item Number (n) Percent

1. Sandwich/ roll with meat + cheese or salad 240 17%

2. Salad (alone or with chicken/ steak/ fish) 183 13%

3. Fruit/ fruit salad * 173 12%

4. Sandwich/roll with meat ( eg ham, chicken) / tuna 133 10%

5. Steak/ chicken schnitzel/ BBQ/ roast # 120 9%

6. Sandwich without meat (eg salad, cheese, vegemite) 119 9%

7. Chinese/ Thai/ stirfry/ noodles 86 8%

8. Toast with topping/ bread 85 6%

9. Quiche/ omelette/ eggs/ rice 75 5%

10. Fries/ hot chips/ wedges 71 5%

11. Pasta/ risotto 70 5%

12. Yoghurt/ ice cream 67 5%

13. Tuna/ fish/ seafood 66 5%

14. Sweets/ pastries (eg cookies/ slice/ cakes) 65 5%

15. Fast food (eg meat pie/ hot dog/ kebabs) 61 4%

* 31% of fruit eaters also ate a sandwich, # 30% of meat eaters also consumed vegetables with their meal

Base: Total sample (n=1,400) Q: What did you have for lunch yesterday? ( note multiple responses)

Observations of top lunch options

reasonably healthy food choices

quick and easy to prepare

commonly available food options – whether they are prepared at home or purchased from a food outlet

can be consumed cold, although warm food is not necessarily a barrier for summer lunch choices – a number of people chose toasted sandwiches and the majority of meat dishes were consumed warm

Image: http://blog.guifx.com/2009/05/28/touchscreen-microwave//

However, in terms of developing soup as a credible “out of season” food choice, the need to heat the soup prior to consumption, and the lack of availability via food courts/ food outlets in summer means soup is perhaps not top of mind.

The top summer lunch options among Australians share a number of common attributes. In particular, lunch items such as sandwiches, salads and fruit are:

Top Lunch items


Males Working females Non-working females

Top Ten Lunch Choices

1. Sandwich - combination18%

2. Sandwich - meat12%

3. Salad11%4. Sandwich- non meat

9%5. Steak/ schnitzel/chicken

9%6. Fruit/ fruit salad

9%7. Fries/ chips/ wedges

6%8. Fast food – pie, hotdog

6%9. Chinese/ Thai

6%10. Fast food burgers

5%

1. Salad16%2. Sandwich - combination


14%4. Chicken/ steak/ schnitzel

8%5. Chinese/ stirfry/noodles

8%6. Pasta7%7. Quiche/ eggs/ dips

7%8. Sandwich – non meat

7%9. Yoghurt/ ice cream

6%10. Sandwich – meat/fish

6%

1. Fruit/ fruit salad18%


3. Salad15%4. Sandwich – non meat

10%5. Toast with topping

9%6. Steak/ schnitzel/ chicken

9%7. Sandwich – meat/ fish

7%8. Sweets/ pastries

7%9. Quiche/ eggs/ dips

7%10. Fish/ tuna


6%

In comparing men with women, men are more likely to consume meat/ fish sandwiches or rolls (e.g. roast beef, chicken, ham, sausage) and fast food options such as hot chips and hotdogs. By comparison, women in general are more likely to consume salads, fruit, quiches/ egg products and yoghurts. In comparing working vs non working women, those who work full time are more likely to eat stir fry and pasta

meals which may be more accessible to them, while non working women are more likely to each pantry staples such as tuna and toast.

Top Lunch items


Males Weekdays Weekends

Top Ten Lunch Choices


2. Sandwich - meat12%

3. Salad11%4. Sandwich- non meat

9%5. Steak/ schnitzel/chicken



6%8. Fast food – pie, hotdog

6%9. Chinese/ Thai

6%10. Fast food burgers

5%


2. Fruit/ fruit salad14%

3. Salad13%4. Sandwich – non meat


10%6. Steak/ schnitzel/ chicken

7%7. Chinese/ stirfry/ noodles


5%9. Pasta/ risotto

5%10. Toast w topping/ bread

5%


2. Steak/ schnitzel/ chicken14%

3. Salad13%4. Fruit/ fruit salad


10%6. Toast w topping/ bread

10%7. Quiche/ eggs/ dips


7%9. Sweets/ pastries

6%10. Chinese/ stirfry/ noodles

6%10. Sandwich – no meat

6%10. Vegetables 6%

Image: http://www.dietriffic.com/2009/02/10/18-healthy-lunch-ideas/

In comparing weekday and weekend lunches, it appears that hot lunches comprising steak/ schnitzel/ chicken and vegetables are more likely to be consumed on weekends. In addition, weekend lunches are more likely to include items such as quiche/ eggs as people

choose “brunch” options for a more leisurely meal option.

Soup consumption

So, how many people ate soup for lunch in the last

week of Spring?

Image: http://www.cookinglight.com/food/in-season/winter-power-foods-00400000002978/

n=37 people

representing

2.6% of total adults

Note: this includes Asian soups such as Miso

Profile of soup consumers

Although based on a small sample size, it appears that those who choose soup as a lunch option are more likely to be:

Base: Soup consumers (n=37) Q: What did you have for lunch yesterday? ( note multiple responses)

Female (index = 113)

Mid 20s – 30s (index = 135) or

Older – 55 years + (index = 151)

Home duties (index = 133)

Retired (index = 158)

Agenda


Key findings





Demographics


Across an entire week, it is perhaps not surprising that almost eight in ten people

aged over 18 years eat their lunch either at home or at their place of work.

On weekdays, a higher proportion of people eat lunch at work, while on

weekends more than three in five people prepare their

midday meal at home.

Interestingly, eating lunch at restaurants/cafes/food

courts is relatively consistent across the week.

Lunch venue

Base: Total sample (n=1,400) Q: Where were you when you had lunch?

Lunch venue on weekdays vs weekends

42%

62%

30%7%

11%11%

12%

3%1%

6%

3%3%

3%

2% 1%4%

5% 4% 7%

47%

39%

0%

20%

40%

60%

80%

100%

Total Weekday Weekend

At home At work Restaurant/ café/ food courtFriend/ family's Travelling OutsideOther

Again, as expected, full time workers are

significantly more likely to eat lunch across the week at their place of

work, while the majority of non-full time workers eat their lunch at home.

Among different age groups, those aged over 55 years are more likely

to eat lunch at home and are less likely to eat at restaurants/cafes or

food courts.

Lunch venue

Base: Total sample (n=1,400) Q: Where were you when you had lunch?

Lunch venue by workers and age

67%

42%36%

46% 46%

63%

48%30% 40%

30%

16%

13%10% 14%

12% 13%11%

8%

2%4% 5% 3% 2%

1%2%

2% 3% 2% 2% 4% 2%3%

3%1% 2% 3% 2% 1%

1%

3% 6% 5% 4% 3% 4% 7%

29%

34%

9%

0%

20%

40%

60%

80%

100%

Full timeworker

Non full timeworker

18-24 yrs 25-34 yrs 35-44 yrs 45-54 yrs 55 yrs or older

At home At work Restaurant/ café/ food courtFriend/ family's Travelling OutsideOther

Across a general week, there appears to be vey little difference between

males and females in terms of the venues

where lunch is consumed.

Lunch venue

In-market = 66% of respondents

Base: Total sample (n=1,400)

Lunch venue by gender

Male

2% 5%

47%

29%

11%

3%3%

Q: Where were you when you had lunch?

Home Work Restaurant/ café/ food court

Outside Travelling

Female

2% 4%

47%

31%

11%

2%3%

Friend/ relatives Other

Among the small sample of people who

consumed soup for lunch, almost half ate

their soup in the workplace, while more

than one third consumed their soup at home. The remainder

purchased their soup at a restaurant, café or

food court.

This highlights a slightly more limited range of soup eating locations compared with other

lunch options which can be more easily

consumed outside/ while travelling .

Lunch venue


Lunch venue for soup consumers

Q: Where were you when you had lunch?

Home Work Restaurant/ café/ food court

Outside Travelling

49%

38%

13%

Friend/ relatives Other

Base: Soup consumers (n=37)

Note: very small sample size

Lunch venue: Key outtake

Opportunity / Potential market size:

Across all lunch occasions throughout the week, among all demographics, at least 70% of lunchtime meals are eaten at home or at work

For most people, wet soup would be a viable lunch alternative within these two venues

Market size limitation:

Around one in five lunchtime meals are consumed in venues where wet soup may not be practical (e.g. while travelling, outside) or not always readily available, particularly during summer months (e.g. restaurant/ food court)

Agenda


Key findings





Demographics


Across the full week, around one in three

people reported purchasing ingredients from a supermarket to

make their lunch. While one quarter included lunch items in their

general weekly grocery shopping, almost one in five bought takeaway for lunch across the week.

Interestingly, the source for lunch items is

reasonably consistent across weekdays and

weekends.

Lunch source


Lunch source weekdays vs weekends

36% 36%

24% 23%

16% 16%13%

10% 10%

11%

2% 2%3%

12% 11% 15%

36%

24%

0%

20%

40%

60%

80%

100%


Made it Weekly shop Takeaway/ fast food

Restaurant/ café/ food court Supermarket that day Other

Q: Which best describes your lunch?

Across a full week, purchasing ingredients to make lunch appears to be the most popular source

of lunch items among both full time workers and non workers, and among all age groups.

However, full time workers and younger

people are more likely to purchase takeaway food while older people and

non full time workers are more likely to include lunch items in their

weekly grocery shopping.

Lunch source


Lunch source by workers and age

38% 39%33% 35% 36% 38%

20%17%

21%23%

28%

21%

10%23%

21%17% 12%

9%

12% 8%10%

11% 11%11%

7%

2%3%

2%3% 2%

3% 2%

11% 13%9% 11% 11% 14% 14%

33%

25%28%

0%

20%

40%

60%

80%

100%

Full timeworker

Non full timeworker



Restaurant/ café/ food court Supermarket that day Other


Across the week, the source of lunch food is

again quite similar between males and

females. Males are only slightly more likely to

purchase takeaway/ fast food while females are slightly more likely to

include their lunch food as part of their weekly supermarket shopping.

Lunch source



Lunch source by gender

Male

12%

37%

22%

17%

10%

2%

Female

13%

35%

25%

14%

11%

2%


Supermarket that day

Other Restaurant/ café/ food court


Interestingly, among the small sample of soup

consumers, more than one in three indicated

that they had purchased ingredients to make the

soup themselves.

By comparison, a similar proportion indicated

that they purchased pre-packaged soup from the

supermarket.

Lunch source


Lunch source for soup consumers

38%

41%

5%

16%




Supermarket that day

Other Restaurant/ café/ food court


Lunch source: Key outtake


In total, across any given week, around six in ten people either buy ingredients to make their own lunch, buy lunch items with their general grocery shopping, or visit a supermarket to purchase lunch items for that day

All of these people represent possible soup consumers who have an opportunity to purchase wet soup from a supermarket as a lunch option

Market size limitation:

Again during summer, the remaining consumers who purchase their lunch at restaurants/food courts, those who buy takeaway and those who skip lunch have less exposure to soup as a lunchtime choice

Agenda


Key findings





Demographics


Across both weekdays and weekends, the

majority of people aged over 18 years spend no more than $5 on lunch on average across the

week.

However, on weekends, a slightly higher

proportion spend more than $15 on lunch

compared with weekdays (10%

compared with 4%).

Lunch budget


Lunch budget weekdays vs weekends

62% 60%

26%22%

7% 6%

8%

2% 2%

4%

1% 1%2%

2% 1% 4%

62%

28%

0%

20%

40%

60%

80%

100%


$5 or under $6-$10 $11-$15 $16-$20 $21-$25 $26 or more

Q: How much did your lunch cost?

Again, it is perhaps not surprising to see that

average lunch budgets are higher among full

time workers compared with non full time workers, with 45%

spending more than $5 on lunch across the

week compared with 30% of non full time

workers.

Among different age groups, the average

amount spend on lunch appears to decrease

with age.

Lunch budget


Lunch budget by workers and age

70%

49%54%

61% 62%

74%

31%36%

32%25%

18%

8%5%

10% 8% 8% 5%4%2%

2% 2%2% 3% 3% 2%1% 1% 2%1% 0% 2% 1%3% 1% 1% 4% 3% 1% 1%

55%

27%

21%

0%

20%

40%

60%

80%

100%

Full timeworker

Non full timeworker


$5 or under $6-$10 $11-$15 $16-$20 $21-$25 $26 or more


In terms of lunch budget across a full week, males and female again display

similar behaviour.

Females are only slightly more likely than males to spend $5 or less on

average for their lunch.

Lunch budget



Lunch budget by gender

Male

2%

59%

28%

7%

3%1%

Female

2%

64%

25%

6%

2%1%


$5 or under $6-$10 $11-$15 $21-$25 $26 or more $16-$20

Among the small sample soup consumers, the soup was eaten as a

main meal option rather than an entrée option.

As a result, almost three-quarters of those who consumed soup for

lunch spent no more than $5 on their meal, with almost nine in ten spending no more than

$10 on their meal.

Lunch budget


Lunch budget for soup consumers

73%

16%

11%



$5 or under $6-$10 $11-$15 $21-$25 $26 or more $16-$20


Lunch budget: Key outtake


Overall, six in ten people spend $5 or less on their lunch on average across both weekends and weekdays, while nine in ten spend no more than $10 on their lunch on average.

Wet soup is a viable lunch option in terms of budget parameters. While microwave and tinned soups fall into the $5 or under budget category, fresh or pre-packaged soups are generally likely to fall into the under $10 budget category

In addition, most of those people who consumed soup as their lunchtime meal indicated that it was their main food item rather than an entrée, ensuring that the cost of a wet soup lunch remains within average lunch cost range

Agenda


Key findings





Demographics


Demographics


Gender

50%50%

Male Female

Age

8%

24%

23%20%

25%

18-24 25-34 yrs35-44 yrs 45- 54 yrs55 yrs +

Location

5%9%

8%

9% 23%

9%

20%6%

11%

Sydney Other NSW MelbourneOther VIC Brisbane Other QLDSA WA ACT/ TAS

Demographics


Work Status

12%2%

52%

17%

9%

5%3%

Working FT Working PTHome duties StudentUnemp/ Vol work RetiredOther

Lifestage

5%14%

5%

10%

31%

35%

Alone SharingWith parents With partnerPartner + kids Kids no partner

Appendix: Soup consumption

What did you have for lunch yesterday? Soup: n=37

Heinz Chicken and sweet corn soup.Egg and lettuce sandwich, a Laksa cuppa soup and a homemade iced coffeeCracker biscuits topped with tuna and a cup of pea & ham soup.Chicken and vegetable soup and toastChicken meatballs with tomato soup + vanilla cupcakeCroissants and cold vegetable soupCombination wan ton soupThai style seafood and vegetable soup and a Thai Chinese kale with shrimp saladPepper Beef Soup and Pita Bread.Pumpkin Soup with bread and an appleVegetable soup with two slices of whole grain breadInstant miso soup and home-made sushiCup a Soup and 2 slices of breadSoupLentil soupBeef soup with potatoHandmade fishball noodles soupCrackers and cup a soup fruit rollup tub peaches cheese slicesGatorade and miso soup

Appendix: Soup consumption

What did you have for lunch yesterday?

Chinese Chilli noodle soup and green teaCream of chicken cup of soupCup a soup, yogurt, bananaThai Soup and riceContinental vegetable Soup and breadVegetable soup, one slice of toast, fruit (apple, orange, kiwi fruit, orange, blueberries)...shared on a plate with family.Home made minestrone soup, followed by two home made honey, soy and garlic chicken drumsticks accompanied by a mixed green salad, plus a tall glass of iced water.Thai Clear Soup with NoodlesBroccoli soup with goats cheese, low fat berry yoghurt - 100g, nectarinePork and Chicken Noodle SoupApple and cup of soupChicken and vegetable soup1 boiled egg a cup of chicken noodle soupPea and ham soup with toast, plus coffee and grapesChicken Noodle soup, 2 slices white bread toasted, 4 strawberries and half a mango.Fried rice with a tomato soupThree cuskits with cheese slice an apple and a cup of soup.Two slices of bread butter and vegemite with a chicken noodle cup of soup followed by a slice of rockmelon

Lunch Diary Study

December 2010

Image: http://find.myrecipes.com/recipes/recipefinder.

Sample report

Self Improvement

Transcript of Sample report