Greggs

Company overview

• 'Strong and trusted brand'

• Places their customers at the 'heart' of their strategy.

• ‘Winning brand in the highly competitive FOTG market’

Company

overview

(Greggs PLC, 2017)

Young adults lifestyle

• 16-24-year-olds tend to spend over nine hours on social media and communications activities daily (Young People’s Health, 2015).

• 16-24-year-olds are spending more on food than any other age group (Dugan, 2015)

• Busy lifestyles, snack their way through the day, demand for convenient products that can be eaten quickly and easily (Breakfast Eating Habits, July 2018).

Lifestyles

and

FOTG

Market Dynamics

• Sector to be worth £23.5bn by 2022, up from £17.4bn in 2017. Shoppers’ preference is increasing rapidly. (IGD, 2017)

• Snacks in leading position during slight decline on spends/changes in the market. (MCA, 2018)

• Consumers desire FOTG any stage of the day, puts pressure on brands to remain innovative. (McComb, 2016)

Market

Dynamics

Young adults perception

• Greggs was deemed the ‘second most popular brand on social media among young people’. (Hawken, 2014)

• Millennial's use social media to conveniently stay connected. (Blue Label Labs 2018)

• Generation Z more likely to use social media for entertainment purposes, crucial to incorporate valuable and entertaining content into applications. (Blue Label Labs 2018)

Young

adults

view

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limitations

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