Celebrity Endorsement in Food - UK -
The Impact of Celebrity on Food in Context
Key points
●
Over a third of
consumers recreate celebrity chef recipes and buy celebrity food products.
●
Young women and
ABC1s are key.
Harnessing the power of the celebrity
“Thinking about celebrities, please indicate which of
these, if any, apply.”
FIGURE 21: Impact of celebrity on purchasing
behaviour, January-February 2008
Base: 1,015
Internet users aged 16-64
|
|
%
|
|
|
|
|
I have prepared
a recipe created/cooked by a celebrity chef (from a TV show/cookbook)
|
38
|
|
I have bought
celebrity chef branded food, eg Ainsley Harriott, Loyd Grossman
|
34
|
|
I have bought
celebrity branded cosmetics/toiletries, eg Charles Worthington, Barbara Daley
cosmetics
|
22
|
|
I have bought
celebrity branded fragrance, eg Intimately Beckham, Glow by J-Lo, Alex by
Alex Curran
|
20
|
|
I have been
influenced by the fashion/style/image of a celebrity
|
19
|
|
I have bought
celebrity fitness videos eg Nell McAndrew, Rosemary Connelly
|
16
|
|
I have been
influenced by the style of a homemaker expert when furnishing/decorating, eg
Laurence Llewelyn Bowen (LLB), Linda Barker
|
16
|
|
I have eaten in
a celebrity chef owned restaurant
|
10
|
|
I have bought
celebrity-branded clothing, eg Rockin' Republic (Victoria Beckham)
|
6
|
|
I have copied a
celebrity diet eg Jade Goody, Sarah Jessica Parker, Geri Halliwell
|
5
|
|
|
|
|
Don't know
|
1
|
|
None of these
|
32
|
SOURCE:
BMRB/Mintel
This question
contextualises the effect of celebrity influence on consumers’ food purchasing
patterns and cooking habits, in relation to the other ways that celebrities
influence purchasing and consumer behaviour.
●
Some
14 million consumers aged 16-64 have bought a celebrity endorsed food. In
relation to other sectors, the impact of celebrities is greatest in food – a
testament to the TV exposure celebrity chefs get and the place that many of
them now have in the mainstream national consciousness. In addition, buying
into a celebrity food brand is cheaper than a celebrity fragrance.
●
Using
celebrities as the face of a brand, to create their own brand or endorse a
brand is widespread in fragrances but even here the majority of consumers are
more interested in the product and its claims, than who is endorsing it – this
is ignoring the perception and subconscious effect that a celebrity can have in
triggering a purchase. (What will win the
hearts of the cosmetic and toiletries consumer: organic/natural ingredients,
guaranteed results or celebrities? – UK, Special Report, December 2007).
●
The
image and style of a celebrity can have a huge impact: for example, David
Beckham and other celebrities (eg Mark Ronson) have been singled out as
reversing the fortunes of the humble cardigan by making wearing it trendy and
have resulted in soaring sales.
Young women are star struck
Gender and age
are key factors affecting the impact of celebrities on consumer behaviour.
●
Although
there are a few exceptions, women aged 25-34, with children, are the most
affected by the pulling power of celebrities.
●
The
current celebrity craze is relatively recent and older consumers are less
likely to buy into the idea of the celebrity or to want to emulate them. They
are generally more cynical.
●
However,
where the consumer-celebrity relationship with food differs from fragrances and
cosmetics is that those whose food behaviour is affected by celebrities tend to
be in the ABC1 social grades, whereas for fragrances and cosmetics social grade
is not an important factor.
●
ABC1s
are, however, generally more interested in food and cooking. They have the
knowledge and cooking proficiency and have the inclination to copy a celebrity
chef-inspired dish and therefore buy celebrity endorsed food.
●
Those
who buy celebrity branded food tend to shop in Marks & Spencer and
Waitrose. These are upmarket retailers with a higher quality grocery offering
and a premium price positioning.
