MuzInk

We Are What We Eat, the groundbreaking study into the what, when and where of eating in Australia, published by MuzInk in association with Q2 Strategic Market Research and Cultural Perspectives, is now available in PDF format. A copy will be e-mailed to you for the special low price of $1100 after remittance on our secure payment page.

We Are What We Eat shows how food retailers and manufacturers can capitalise on growing consumer passion for food which has fuelled growth over the past few years for alternative retail formats.

In an effort to get into the mind of the contemporary meal provider, the qualitative study was sponsored by companies which have major interests in Australia's food industry - Clemenger BBDO; TetraPak; the Australian Centre for Retail Studies at Monash University; Westfield and Woolworths.

The study is published by MuzInk Media & Events, publisher of AUSTRALIAN FOOD & RETAIL NEWS, in association with Q2 Strategic Market Research and Cultural Perspectives.

Companies in the retail and FMCG industries have the opportunity to benefit from this benchmark research which will provide invaluable information on the key drivers of food consumption in Australia.

Key Benefits

This is an indispensable industry resource for getting into the mind of today's food shopper and meal preparer in Australia.

Twenty detailed case studies revealing what is in the shopping baskets, kitchen pantries and fridges in mainstream and multicultural households.

The first comprehensive food consumer study in Australia to include its multicultural households - an untapped $7 billion market.

Find out about the foods which generate passion for today's meal preparer. Discover what motivates her choice of food retailer. Learn about her attitudes to different shopping environments.

The Multicultural Perspective

This is the first comprehensive study into the eating and food shopping habits in Australia to include both mainstream and multicultural households.

Food and its consumption are synonymous with multicultural Australia. The diversity of food types, ingredients and ways of eating has become an important point of differentiation for Australia. Yet minimal market and research attention has been directed at this area.

The importance of this market is self evident.

* Almost one in three Australians are born overseas

* 15% of all Australians speak a language other than English at home

* Food imports to Australia total $7 billion at retail; or 10% of the Australian food market

This study redresses this gap and provides a stimulating and evolving picture about the role of food in multicultural households, the extent to which food in multicultural group behaviour has changed in response to mainstream influences.

Table of Contents

VOLUME 1: - The Meal Preparer - Food Choices and Meals Prepared at Home
- Today's Multidimensional Meal Preparer
- Trends Shaping the Present
- Trends Shaping the Future

* Meal Planning and Role of the Meal Preparer
- Meal Planning
- Experimentation in Food
- Fragmentation of Meals
- Role of the Meal Preparer
- Fears and Concerns
- Food Consumers Avoid
- Key Requirements of Food Bought for Family Meals
* Eating and Drinking Occasions
- Family Meal
- Today's Multidimensional Consumer
- Breakfast
- Lunches and Lunchboxes
- Snacking during the Day
- Desserts
- Weekends
* Attitudes to Different Foods and Beverages
- Milk
- Flavoured Milk
- Juice
- Carbonated Softdrinks
- Tea & Coffee
- Frozen Foods
- Pre-Prepared Foods (Value Added)
- Sauces
- Canned Foods

- Pasta and Rice
- Fish
* Emerging Food Trends
- High Interest Areas
- Low Interest Areas
VOLUME 2: - The Meal Prepared - Food Choices and Meals Prepared at Home (Multicultural Market)
VOLUME 3: - The Food Shopper - Shopping Habits and Eating Out
- Portrait of Today's Shopper
- Eating Out
* Purchase of Food
* Foods which Generate Passion
* Frequency of Food Shopping
* Processed Food v Fresh Food Shopping
* Other Forms of Food Shopping
* Attitudes to Food Shopping and Changes Desired
- Time spent shopping
- Service
- Drabness of the Experience
- Innovative Foods
* Driver of Supermarket Choice
* Shopping Formats
* Shopping Environments
VOLUME 4: - The Food Shopper - Shopping Habits and Eating Out (Multicultural Market)
VOLUME 5: - Case Studies - Up Close and Personal - An Intimate Portrait of The Consumer at Home and at the Shops - Six Mainstream and Six Multicultural Case Studies