New Consumption Patterns Call for New Tools to Measure Changing Habits

Today’s consumers are leading busier and busier lives, and in adapting to these on-the-go lifestyles, consumption patterns have shifted. For example, a global survey fielded last year revealed that almost half of global respondents (45%) say they’re eating snacks as a meal alternative—52% for breakfast, 43% for lunch and 40% for dinner.

And there’s big money in these changing habits—snack sales totaled $374 billion annually ending March 2014 and were up 2% year-over-year. But how do you tie what consumers are saying about the way they eat—such as snacks as meals—with the actual sales and foods eaten? For the most part, marketers historically have been relatively in the dark when it comes to accessing tools that deliver real-time data and in-the-moment specifics around consumption occasions.

To help marketers better understand consumers’ actual consumption habits—from what they’re eating to when and where they’re eating—we’re launching our Homescan Consumer Moments tool. This interactive dashboard will provide a complete view of real-time consumer eating and drinking habits to help marketers drive better business strategies.

With today’s consumers increasingly mobile—almost 80% of consumers own a mobile device—ensuring this tool was suited to consumers’ on-the-go lifestyles was essential. Powered by a mobile app developed in partnership with Mobee, data collection allows for in-the-moment insights versus more recall based data, which may or may not accurately reflect meal and snacking moments.

This solution is unlike any other because it includes a self-serve, interactive dashboard with real usage photos to obtain a 360-degree view of consumer’s eating and drinking habits and, most importantly, links to our Homescan Panel purchase behavior data to understand how those habits differ among key consumer segments. With this powerful combination of insights, marketers are empowered with the knowledge to develop more effective new products, advertising imagery, cross-promotion opportunities and competitive strategies.