Daily Research News Online no. 2928 - Europe in Grip of 'Pukkamania'

Europe in Grip of 'Pukkamania'

February 16 2004

Gourmet food is flourishing across Europe, according to the latest report from Datamonitor. France is Europe's largest gourmet food market in terms of overall spend. The UK is second, but first in terms of spend per capita, with British consumers spending over £900 per year each on fine foods.

The report, 'Fine Dining At Home' provides detailed analysis of the demographic and social trends creating this demand, as well as consumer attitudes and barriers to participation.

Datamonitor forecasts a 31% growth in UK sales of fine dining foods from £4.2bn in 2003 to £5.5bn in 2008. The market is growing fractionally faster in Italy (+33%) and The Netherlands (+32%).

Forecast Sales of fine dining foods in Europe, 2008
	£m	Per capita spending** (£) of fine food consumers
France	7,067	1,003
UK	5,468	1,097
Italy	4,455	828
Germany	3,947	994
Spain	2,319	626
Netherlands	952	567
Sweden	636	591

Source: Datamonitor

Traditionally fine foods were mostly bought by what Datamonitor calls 'Educated Cosmopolitans', attempting to replicate the restaurant experience in their home cooking. Other consumer groups are now taking an interest in fine dining at home, says Datamonitor, 'especially now that premium foods, such as shiitake mushrooms, corn-fed free range chicken and rosemary flavoured cold pressed extra virgin olive oil are appearing on supermarket shelves'. The two main newcomer groups are 'Wealthy Seniors' and 'Urban Singles'. Wealthy Seniors (defined as age 50+ and with income at least 50% higher than the average for this age group) have large disposable incomes, free time and the desire to enjoy life. Urban Singles (aged 25-50) also have large disposable incomes, and make the most of the little free time they have.

Andrew Russell, Consumer Markets Analyst at Datamonitor and author of the report, cites three main reasons for wealthier consumers choosing fine foods over other possible spending: the influence of restaurants, the 'eating better and living better' connection, and consumers' desire to explore new cuisines. Celebrity chefs like Jamie Oliver and Gary Rhodes have also played their part, and Datamonitor has christened the new craze for fine food 'Pukkamania'.

'One of the most important trends in grocery over the past ten years has been the emergence of the market for organic, natural and fresh produce. This rapidly growing market stands as proof that today's consumers are prepared to spend a premium on food provided that they can see a clear value in it for them' comments Andrew Russell.

The report suggests that initiatives such as in-store magazines with recipes, Web sites offering hints and tips, well informed staff and in-store demonstrations are 'all good ways for industry players to target this growing group of experimental consumers'.

The company's web site is at www.datamonitor.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.