Flora Eating Behaviour Insights

Flora-logo-275x210_tcm13-290178Executive Summary

The data is taken from Nutracheck’s online and App food diary service which is capturing millions of food diary entries being made by thousands of registered members.  It gives a unique insight into what individuals are actually eating, not just purchasing – data not available elsewhere.

Brand Owners and Category Managers – find out what brands your target demographic is eating, at what time of day, how much and with what. Our bespoke service can extract eating behaviour data at category level, down to individual brand level.

Marketing and PR agencies – run a retrospective report against demographics to see if eating behaviour has changed pre and post campaign. We also know what foods or brands your product is eaten with most often – which may be useful for new cross promotional opportunities.

Highlights of the Flora Report:

  • Males over the age of 45 yrs are more likely to consume Flora than younger men.  Females under the age of 24 yrs are the least likely demographic to eat Flora.
  • The most significant meal occasion that Flora is consumed at is Breakfast time, with Dinner and Snacking being the least common occasions. During breakfast time, Males consume 38% more kcals than Females.

For more reports, call Rachel Hartley on 0115 969 4660 or email rachel.hartley@nutracheck.co.uk.

(1)    No. of Individuals in Overall Data Sample
There were 18,518 unique individuals in the Sample who completed at least 100 food diary entries during 18 months ending Jun ’14, broken down by age and sex below.

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The majority of people in the sample are female (84%). Within the female sample, 74% are aged between 25-55 yrs. Within the male sample, the highest percentage of men are aged between 35-44 yrs.

(2)    % Index of Individuals Who Ate Flora
There were 3,305 unique individuals in the Sample who ate Flora during 18 months ending Jun ’14, broken down by age and sex below. An individual is included in these figures if they ate Flora at least once. The graph shows the % index of individuals who ate Flora compared to the overall Sample demographics in (1) to indicate which age and sex demographic was more or less likely to eat this kind of food.

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Overall 1 in 6 people ate Flora with males and females equally likely to consume it.  Males over the age of 45 are more likely than younger men to consume Flora, and females under 24 years were the least likely. Both males and females over 65 years were the most likely to consume it.

(3)     Ave. Portion Size Per Serving (g) of Flora
The average portion size* (in weight grams) of all servings of Flora products that were added to the individuals’ diaries, broken down by age and sex are shown below.

* Portion sizes can only be calculated for servings which contain the weight or volume in the serving description.
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The average portion size per serving of all individuals who ate Flora was 15.4g. Males and females between 55 – 64 ate the largest portion size per serving with portions that were 64% larger than the overall Sample. In the younger age ranges, males consumed larger portion sizes than females.

(4)     Ave. kcals per Serving of Flora
The average kcals of all servings of Flora that were added to the individuals’ diaries, broken down by age and sex are shown below. Unlike (3), this figure is based on 100% of all diary entries of Flora.

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Overall the figures are fairly uniform by age and sex, with the average kcals consumption being 33.5 kcals per portion added to individuals’ diaries.

(5)          Ave. No. of Portions Eaten Per Person Per Week of Flora
The average number of recorded portions of Flora eaten by each individual per week, broken down by age and sex are shown below. This figure is based only on individuals who ate Flora, not the full Sample of individuals.

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Overall males consumed 42% more portions of Flora than females, with the highest number of portions peaking in the 55 – 64 yrs age range for men. Females under 24 yrs consumed the lowest no. of portions per week.

(6)    Ave. Total kcals of Flora Consumed Per Person
The average total kcals of all servings of Flora that individuals’ added to their diaries, broken down by age and sex are shown below. Unlike (3), this figure is based on 100% of all diary entries of Flora.

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Overall males consumed 50% more kcals of Flora than females. The total kcals consumed increases with age with a sharp rise in males from 45 years onwards, and in females from 55 years. Men between 45 – 64 yrs consumed the most kcals of Flora in total.

(7)     No. of Diary Entries of Overall Sample by Meal Occasion
There were 7.3 million diary entries made by all individuals in the Sample who completed at least 100 food diary entries during 18 months ending Jun ’14, broken down by meal occasion and sex below.

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In the base Sample population, there are slightly more diary entries made at dinner, compared to lunch and breakfast, with the snack occasion having fewer diary entries.

(8)     % Index of Diary Entries of Flora
The total number of diary entries of of Flora by all individuals who completed at least 100 food diary entries during 18 months ending Jun ’14, broken down by meal occasion and sex is shown below.  The graph shows the % index of diary entries of Flora compared to overall diary entries in (7) to indicate whether individuals were more or less likely to eat this kind of food at a particular time.

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Both males and females are most likely to consume Flora at breakfast, with dinner and snack occasions being the least likely times. Females are more likely than males to consume Flora at lunchtime.

(9)     Ave. Portion Size (g)
The average portion size* (in weight grams) of all servings of Flora that were added to the individuals’ diaries, broken down by meal occasion and sex is shown below.
* Portion sizes can only be calculated for servings which contain the weight or volume in the serving description.

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Although Flora is less likely to be consumed with a snack than at breakfast time, females consumed by far the largest portion sizes during snack occasions.

(10)        Ave. kcals per Serving
The average kcals of all servings of Flora that were added to the individuals’ diaries, broken down by meal occasion and sex is shown below. Unlike (8), this figure is based on 100% of all diary entries of Flora.

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Males consume the most kcals per serving at breakfast time.

(11)        Ave. No. of Portions Eaten – Per Person Per Week
The average number of recorded portions eaten by each individual per week, broken down by meal occasion and sex is shown below. This figure is based only on individuals who ate Flora, not the full Sample of individuals.

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The largest average number of portions eaten per person per week was at breakfast and lunchtime, with the least at a snacking occasion.

Data sourced from Nutracheck.co.uk © 2014. For more information, please send an
email to rachel.hartley@nutracheck.co.uk or call 0115 969 4660.

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