Home of Food

The Home of Food

Primary Objectives

Methodology

• Understand more about the world of food, across consumer food trends, use of food media and response to food advertising

• Demonstrate that C4 ‘know food’ and are at the vanguard of consumer trends both in terms of programming content and affinity with the lifestyles of the C4 target audience

• Explore the hypothesis that the Channel 4 food environment results in greater levels of engagement with food advertising

• 1,000 Online interviews. Nationally representative sample

• Qualitative groups• In home interviews

The Home of FoodThemes…

Six typologies emerged that reflect the changing nature of of the food audience

‘Food TV’ works on many levels - it is much more than ‘How to TV’Food inspiration is not a didactic process - ideas and influence beyond the

straight recipe

Channel 4 is the food channel - an environment that gets you in the mood for food

Programme range appeals to diverse lifestyles and satisfies a hierarchy of format needs The brand is exciting, flattering, adventurous - a source of inspiration & focus of aspiration

Emerged as the most expansive channel footprint that reaches all food typologies

The Home of Food

1) Time starved & faster food culture. Instant knowledge and quick inspiration. Traditional kitchen skills less evident in a society with fewer lifestage certainties & inherited roles.

2) Food TV does what TV does well - it is larger than life. It entertains, informs & inspires.Food TV satisfies a hierarchy of audiences and need states - from mass appeal to niche

3) Food TV is not just for foodies. Food TV reaches everyone. It is not just ‘how to television.’

4) Everyone is a scratch cook to different degrees. Kitchen is both leisure & functional domain.

5) C4 has the most comprehensive TV food portfolio & most distinctive format/chef brands.

C4 Food - The Ten Big points

The Home of FoodC4 Food - The Ten Big Points

6) Internet is increasingly important as a source for specific recipe & follow up information.

7) Metro & young TV audiences cynical regarding advertising ‘manipulation’. C4 is a trusted brand that offers a credible environment reaching these harder to reach groups.

8) Cost of food has become a big issue. Decisions at retail and recipe stages to ‘do it for less’ yet maintain quality standards. Particularly so in the North. Health and wellbeing is a top of mind trend but people determine their own interpretation

9) Britishness is a useful device to unite and articulate a range of food trends - encapsulates sourcing, seasonality, authenticity, traditional values, organic

10) Food advertising works harder in the context of food programming. Audiences are in the mood for food both consciously and subconsciously when enjoying food TV

The Home of FoodBroad attitudinal typologies are identifiable

About othersAbout me

Outer needs

Inner needs

Glory cooking Social lubricant

NurturingFueling

Convenience

Junkies

Time-pressed Foodies

Nurturing Foodies

Food LoversAspiring

chefs

Food Consciou

s

Source: Food on 4 Study, TWResearch

The Home of Food

Convenience Junkies

Limited cooking skills, can cook one or two special dishes (Yorkshires, curry), rely heavily on ready meals, pizzas, takeout. Low interest in food trends. Most likely to reheat / component cook

Time-pressed Foodies

Rely heavily on ready meals and components but aspire to ‘scratch cook’ and feel a little guilty about short cuts. Often pre/young family. For special occasions may move up to partial scratch.

Food Conscious

Interested in good quality and fresh ingredients but not excited or enthused by food or taste. Know their food but don’t necessarily enjoy it - tends to be a very functional transaction and a limited repertoire of

recipes

Nurturing Foodies

Mainly mums (can also be friends) cooking regularly for the family, using food as a way of looking after their families and showing they care. Will have the occasional pizza but add their own twist to it to

alleviate the guilt and prefer to scratch cook

Food Lovers

Enthuse about food and have a broad knowledge and experience of different food types through friends, travel and eating out. Aware of trends, concerned about quality ingredients. Comfortable and instinctive

experimenting in the kitchen

Aspiring chefs

Keen to impress with cooking ability and proficiency of final product. Full scratch cooking frequently treated almost as a competition. Use ingredient knowledge as a matter of skill and show.

The Home of Food

28%

32%

42%

53%

65%

68%

77%

85%

89%

92%

Organic

Food Miles

Fair Trade Food

Convenience

Food Waste

British Produce

Healthy Food

Price

Good Value

Quality

Q. Thinking about food, how important are the following factors to you?

Source: Food on 4 Study, Propeller. Base:1,000 respondents

The importance of quality and good value

The Home of Food

For some air freight is good because it is fresher but for others fewer air miles a

re more environmentally conscious

One of the easiest ethical approaches to understand & well-covered on TV programmes-

offering a fair price for goods

Seen as helping to support local communities and associated with better food,

but sometimes more expensive

Popular with many, a source of pride, a support for the economy

Easy to understand, mainly associated with eggs but also chickens &

even pigs for some

The Home of FoodTV programmes are a key influence for all typologies

Source: Food on 4 Study, TWResearch

Recipe books

Friends & Family

Adverts &Sponsorshi

ps

Sunday Suppleme

nts & Newspaper

sFood

magazines

Local shops/farm

ers markets

Websites

Eating out

Travel

Supermarket offers &

deals

Supermarket recipe

cards

TV Programm

es

The Home of Food

4%

12%

13%

17%

21%

24%

24%

25%

31%

32%

52%

53%

Daily Newspapers

Sunday Supps.

Food Magazines

Adverts

Travel

New/Different food products

Supermarket recipe cards

Websites

Eating Out

Food TV Programmes

Friends/Family

Recipe Books

Source: Food on 4 Study, Propeller. Base:1,000 respondents

Q. How much are your food ideas inspired by the following sources?

The Home of Food

Factual informationTruthfulnessPrice informationShort & to the pointTopical and relevant

Catchy / familiar tuneHumourTempting food shotsSexy voiceUnusual / different

Rational response Emotional response

Creative GuidelinesConsumers ask for…

Source: Food on 4 Study, TWResearch

The Home of FoodChannel 4 is most closely associated with foodOf the following TV channels, which one do you most strongly associate with food?

13%11%

38%

26%

9%8%

40%

55%

0%0%0%

10%

20%

30%

40%

50%

60%

BBC1 BBC2 ITV1 Channel 4 Five

All adults ABC1 16-34

Source: Propeller January 2009: Base: All adults (1,000)

The Home of Food

Food Conscio

us

Convenience

Junkies

About othersAbout me

Outer needs

Inner needs

Glory cooking Social lubricant

NurturingFueling

Time-presse

d Foodies

Nurturing

Foodies

Food LoversAspirin

g chefs

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Channel 4 has the broadest affinity across all typologies

Source: TW Research

The Home of Food

Channel 4 food programmes makes viewers think differently

Source: Propeller. Base: All respondents who watched a C4 food programme. 16-34s (297), 35-54s (462). Q: Which of the following statements apply to any of these food progs?

12%

18%

13%

24%

20%

41%

47%

16%

29%

15%

23%

23%

56%

66%

0% 10%20%30%40%50%60%70%

I changed the way I shop for food afterwatching

I tried a new recipe after watching

I bought some ingredients I 'd never boughtbefore after watching

I tried something new or different afterwatching

The programme(s) made me think aboutchanging something in my own life

The programme(s) made me think aboutfood/cooking in new and different ways

I talked about the programme(s) with otherpeople

16-3435-54

1 in 4 adults tried something new or

different after watching a Channel 4 food programme

The Home of FoodChannel 4 food programmes inspire change

Source: Ipsos Mori Public Value Survey Dec 08

The Home of Food

Fits current food culture & behavioural trends better than any other channel

Appeals to the broadest spectrum of ‘food audience’ typologies

As an advertising environment can encompass both the inspirational and the everyday - a trusted

environment where audiences are in the mood for food

Channel 4 food programmes result in greater levels of engagement with food advertising