Ryvita Eating Behaviour Insights

Executive 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 Ryvita Report:

  • Females under the age of 24 yrs are 60% less likely to eat Ryvita than other Females. Males over 45 yrs are more likely to eat Ryvita.
  • Males are more likely to consume Ryvita as a snack compared to Females. Both Males and Females mainly eat Ryvita at Lunchtime and as a Snack, with very little consumed at Dinner or Breakfast time.

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.

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 Ryvita
There were 5,068 unique individuals in the Sample who ate Ryvita during 18 months ending Jun ’14, broken down by age and sex below. An individual is included in these figures if they ate Ryvita at least once. The graph shows the % index of individuals who ate Ryvita 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.

Overall 1 in 4 people ate Ryvita with females more likely to consume it (1 in 3.5) and 1 in 5 males. Males over the age of 45 are much more likely than younger men to consume Ryvita, and females under 24 years were the least likely of all females. Both males and females over 55 years were equally likely to consume the product.

(3) Ave. Portion Size Per Serving (g) of Ryvita
The average portion size* (in weight grams) of all servings of Ryvita 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.

There average portion size per serving of all individuals who ate Ryvita was 25.0g. Both males and females ate similar size portions irrespective of age.

(4) Ave. kcals per Serving of Ryvita
The average kcals of all servings of Ryvita 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 Ryvita.

Again the average kcals per serving of all individuals who ate Ryvita was remarkably consistent across age ranges.

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

Overall the average number of portions of eaten per person per week by individuals who ate Ryvita was 0.9 portions. Females over 55 yrs consumed the most portions of Ryvita per week. In the age ranges up to 54 yrs, the number of portions eaten was consistent at just under 1 portion per person per week.

(6) Ave. Total kcals of Ryvita Consumed Per Person
The average total kcals of all servings of Ryvita 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 Ryvita.

Overall males consumed on average 25% more kcals of Ryvita than females over the Sample period. Men aged 55 – 64 yrs surprisingly consumed almost double the number of kcals compared to the average and is worthy of investigation. Of all the female age ranges, those over 65 yrs consumed the highest number of kcals of Ryvita.

(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.

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 Ryvita
The total number of diary entries of Ryvita 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 Ryvita 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.

Females are most likely to consume Ryvita at lunchtime, followed by as a snack. Males are most likely to eat Ryvita as a snack, followed by lunchtime. Neither breakfast nor dinnertime are popular meal occasions for consuming Ryvita.

(9) Ave. Portion Size (g)
The average portion size* (in weight grams) of all servings of Ryvita 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.

Although Ryvita is most likely to be consumed at lunchtime or as a snack, the average portion sizes are consistent across all meal occasions and by gender.

(10) Ave. kcals per Serving
The average kcals of all servings of Ryvita 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 Ryvita.

The average number of kcals per serving is remarkably consistent across all meal occasion.

(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 Ryvita, not the full Sample of individuals.

As expected the largest average number of portions eaten per person per week was at lunchtime and during snacking occasions.

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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