The UK Food & Drinks Market 英国食品和饮料市场
深入调查英国超市消费者的购买需求
An in-depth survey of the buying needs of UK supermarket consumers
Executive Summary执行摘要
英国食品和饮料市场最为详细的调查，我们采访了超过1000个消费者找出他们的需求是什么，包括现在需求及预期需求。
In the most exhaustive survey ever undertaken of the UK food and drinks market we interviewed over 1000 consumers to find out what their needs are both now and in the future.
调查对像包括了英国所有的超市，对于有用的想法我们会提供真实的现场资料。
The results are useful for all UK supermarkets and provide an invaluable snapshot of their current thinking.
各年龄组之间的产品类别有差异。此外，随着全球经济的变化，我们可能会看到进一步的变化重点就是在未来的购买需求。
There are differences across age groups and between products categories. Moreover, as the global economics change we are likely to see further changes in buying needs in the future.
Survey Methodology调查方法
第1期开始进行调查。我们采访了1000名成人均来自全国各地的社会经济学者也包括养老金领取者，在我们的研究中也调查了相当比例的家长以此来了解他们的孩子的购买需求。
The survey was undertaken at the start of Period 1. We spoke to 1000 adults from across the socio-economic spectrum including pensioners. We also included a significant proportion of parents in our study in order to understand the buying needs of their children.
为了确保公平性所选择的的人群样本全部使用现有的社会经济数据库，受访者打电话有专门经过培训的工作人员询问，并且在受访期间要求填写一份简短的问卷。
Existing socio-economic databases were used to ensure a fair population sample. Once identified, the interviewees were telephoned and asked to complete a short questionnaire with a trained interviewer.
受访者的保密性会受到保护并且奖励10英镑超市券（可在任何超市消费）作为受访者的奖励。
Interviewees were assured of their confidentiality and given a £10.00 supermarket voucher (redeemable in any supermarket) as a reward for their time.
Baby & Toddler
Green preferences have a strong impact on the Baby & Toddler market. Parents are increasingly looking at the green image of the supermarket when deciding where to buy their bay & toddler food and drinks. They want to have confidence that there is a minimum amount of additives in the products and chemicals (e.g fertilizers) used in their production.
Similarly, having the right brand in stock is seen as key. Parents tend to trust established brands and be less willing to try substitutes if their normal brand is out of stock.
With an emphasis on trusted brands it is not surprising that this is not a price-sensitive market. | 
