1. Lunch Diary
Study
December 2010
Image: http://find.myrecipes.com/recipes/recipefinder.

2. Agenda
• Background and methodology
• Key findings
• What do we eat for lunch?
• Where do we eat our lunch?
• Where do we source our lunch?
• What do we spend on lunch?
• Demographics
Image: http://www.mygreenaustralia.com/2010/08/meat-free-mid-week-soup-roundup/

3. Background and Methodology
Background
• We are looking to explore possible opportunities for expanding the proposition of
wet soup as a “year round” credible lunch option.
• The objectives of the research are to:
– Determine the current top lunch options for Australians
– Identify top 10 lunch options by demographics in the warmer vs cooler months of the
year
– Establish if there is an opportunity to own the lunch occasion more overtly
Methodology
• Online survey conducted in two waves:
- Summer (Nov 2010) and Winter (April/ May 2011)
• Sample of n=1,400 (200 per day)
• 50/50 Male/Female (with 50/50 – working / non working women)
• Survey infield 23-29 November 2010
Image: http://www.lookandtaste.com/go/our-recipes/?category=9

4. Key findings
Key findings
• Based on total lunch items consumed among 1,400 Australians in the last week of Spring, it appears that
soup does not strongly feature as a popular lunch choice. Less than 3% of total people consumed soup for
lunch across the week.
• More popular items include sandwiches/ rolls, salads and fruit - all items that are easy to prepare and are
readily available to purchase ready made in supermarkets or from food outlets. Interesting, the majority of
reported lunch choices appear to be relatively healthy options
• Across all lunch occasions throughout the week, among all demographics, at least 70% of lunchtime meals
are eaten at home or at work. For most people, wet soup would be a viable lunch alternative within these
two venues
• In total, across any given week, around six in ten people either buy ingredients to make their own lunch, buy
lunch items with their general grocery shopping, or visit a supermarket to purchase lunch items for that day.
All of these people represent possible soup consumers who have an opportunity to purchase wet soup from
a supermarket as a lunch option
• Overall, six in ten people spend $5 or less on their lunch on average across both weekends and weekdays,
while nine in ten spend no more than $10 on their lunch on average. Wet soup is a viable lunch option in
terms of budget parameters.
• While not specifically explored in the research, it appears that the main barrier to soup consumption
throughout the warmer months may be driven by more of a mindset limitation, and less visibility of soup as a
credible option during warmer seasons
Image: http://www.lookandtaste.com/go/our-recipes/?category=9

5. Agenda
• Background and methodology
• Key findings
• What do we eat for lunch?
• Where do we eat our lunch?
• Where do we source our lunch?
• What do we spend on lunch?
• Demographics
Image: http://www.mygreenaustralia.com/2010/08/meat-free-mid-week-soup-roundup/

6. Top 15 Lunch items
Lunch item Number (n) Percent
1. Sandwich/ roll with meat + cheese or salad 240 17%
2. Salad (alone or with chicken/ steak/ fish) 183 13%
3. Fruit/ fruit salad * 173 12%
4. Sandwich/roll with meat ( eg ham, chicken) / tuna 133 10%
5. Steak/ chicken schnitzel/ BBQ/ roast # 120 9%
6. Sandwich without meat (eg salad, cheese, vegemite) 119 9%
7. Chinese/ Thai/ stirfry/ noodles 86 8%
8. Toast with topping/ bread 85 6%
9. Quiche/ omelette/ eggs/ rice 75 5%
10. Fries/ hot chips/ wedges 71 5%
11. Pasta/ risotto 70 5%
12. Yoghurt/ ice cream 67 5%
13. Tuna/ fish/ seafood 66 5%
14. Sweets/ pastries (eg cookies/ slice/ cakes) 65 5%
15. Fast food (eg meat pie/ hot dog/ kebabs) 61 4%
* 31% of fruit eaters also ate a sandwich, # 30% of meat eaters also consumed vegetables with their meal
Base: Total sample (n=1,400) Q: What did you have for lunch yesterday? ( note multiple responses)

7. Observations of top lunch options
The top summer lunch options among Australians share a
number of common attributes. In particular, lunch items such as
sandwiches, salads and fruit are:
• reasonably healthy food choices
• quick and easy to prepare
• commonly available food options – whether they are prepared at
home or purchased from a food outlet
• can be consumed cold, although warm food is not necessarily a
barrier for summer lunch choices – a number of people chose toasted
sandwiches and the majority of meat dishes were consumed warm
However, in terms of developing soup as a credible “out of season”
food choice, the need to heat the soup prior to consumption, and
the lack of availability via food courts/ food outlets in summer
means soup is perhaps not top of mind.
Image: http://blog.guifx.com/2009/05/28/touchscreen-microwave//

8. Top Lunch items
Top Ten Lunch Choices
Males Working females Non-working females
1. Sandwich - combination 18% 1. Salad 16% 1. Fruit/ fruit salad 18%
2. Sandwich - meat 12% 2. Sandwich - combination 15% 2. Sandwich - combination 17%
3. Salad 11% 3. Fruit/ fruit salad 14% 3. Salad 15%
4. Sandwich- non meat 9% 4. Chicken/ steak/ schnitzel 8% 4. Sandwich – non meat 10%
5. Steak/ schnitzel/chicken 9% 5. Chinese/ stirfry/noodles 8% 5. Toast with topping 9%
6. Fruit/ fruit salad 9% 6. Pasta 7% 6. Steak/ schnitzel/ chicken 9%
7. Fries/ chips/ wedges 6% 7. Quiche/ eggs/ dips 7% 7. Sandwich – meat/ fish 7%
8. Fast food – pie, hotdog 6% 8. Sandwich – non meat 7% 8. Sweets/ pastries 7%
9. Chinese/ Thai 6% 9. Yoghurt/ ice cream 6% 9. Quiche/ eggs/ dips 7%
10. Fast food burgers 5% 10. Sandwich – meat/fish 6% 10. Fish/ tuna 6%
10. Yoghurt/ ice cream 6%
In comparing men with women, men are more likely to consume meat/ fish sandwiches or rolls (e.g. roast beef, chicken, ham, sausage)
and fast food options such as hot chips and hotdogs. By comparison, women in general are more likely to consume salads, fruit, quiches/
egg products and yoghurts. In comparing working vs non working women, those who work full time are more likely to eat stir fry and pasta
meals which may be more accessible to them, while non working women are more likely to each pantry staples such as tuna and toast.
Base: Total sample (n=1,400) Q: What did you have for lunch yesterday? ( note multiple responses)

9. Top Lunch items
Top Ten Lunch Choices
Males Weekdays Weekends
1. Sandwich - combination 18% 1. Sandwich - combination 18% 1. Sandwich - combination 16%
2. Sandwich - meat 12% 2. Fruit/ fruit salad 14% 2. Steak/ schnitzel/ chicken 14%
3. Salad 11% 3. Salad 13% 3. Salad 13%
4. Sandwich- non meat 9% 4. Sandwich – non meat 10% 4. Fruit/ fruit salad 10%
5. Steak/ schnitzel/chicken 9% 5. Sandwich – meat/ fish 10% 5. Sandwich – meat/ fish 10%
6. Fruit/ fruit salad 9% 6. Steak/ schnitzel/ chicken 7% 6. Toast w topping/ bread 10%
7. Fries/ chips/ wedges 6% 7. Chinese/ stirfry/ noodles 6% 7. Quiche/ eggs/ dips 7%
8. Fast food – pie, hotdog 6% 8. Yoghurt/ ice cream 5% 8. Fries/ chips/ wedges 7%
9. Chinese/ Thai 6% 9. Pasta/ risotto 5% 9. Sweets/ pastries 6%
10. Fast food burgers 5% 10. Toast w topping/ bread 5% 10. Chinese/ stirfry/ noodles 6%
10. Sandwich – no meat 6%
10. Vegetables 6%
In comparing weekday and weekend lunches, it appears that hot lunches comprising steak/ schnitzel/ chicken and vegetables are more
likely to be consumed on weekends. In addition, weekend lunches are more likely to include items such as quiche/ eggs as people
choose “brunch” options for a more leisurely meal option.
Base: Total sample (n=1,400) Image: http://www.dietriffic.com/2009/02/10/18-healthy-lunch-ideas/ Q: What did you have for lunch yesterday? ( note multiple responses)

10. Soup consumption
So, how many people ate
soup for lunch in the last
week of Spring?
n=37 people
representing
2.6% of total
adults
Note: this includes Asian soups such as Miso
Image: http://www.cookinglight.com/food/in-season/winter-power-foods-00400000002978/

11. Profile of soup consumers
Although based on a small sample size,
it appears that those who choose soup
as a lunch option are more likely to be:
Female (index = 113)
Mid 20s – 30s (index = 135) or
Older – 55 years + (index = 151)
Home duties (index = 133)
Retired (index = 158)
Base: Soup consumers (n=37) Q: What did you have for lunch yesterday? ( note multiple responses)

12. Agenda
• Background and methodology
• Key findings
• What do we eat for lunch?
• Where do we eat our lunch?
• Where do we source our lunch?
• What do we spend on lunch?
• Demographics
Image: http://www.mygreenaustralia.com/2010/08/meat-free-mid-week-soup-roundup/

13. Lunch venue
Across an entire week, it Lunch venue on weekdays vs weekends
is perhaps not surprising
100% 4%
that almost eight in ten 5%
1% 7%
2% 3%
people aged over 18 years 3% 1% 4%
3% 3%
eat their lunch either at 11%
6%
home or at their place of 11%
80%
work. 12%
7%
On weekdays, a higher 30%
60% 39%
proportion of people eat
lunch at work, while on
weekends more than
three in five people 40%
prepare their midday
meal at home. 62%
47%
20% 42%
Interestingly, eating lunch
at restaurants/cafes/food
courts is relatively
consistent across the 0%
week. Total Weekday Weekend
At home At work Restaurant/ café/ food court
Friend/ family's Travelling Outside
Other
Base: Total sample (n=1,400) Q: Where were you when you had lunch?

14. Lunch venue
Lunch venue by workers and age
100% 3% 5% 4% 3% 4%
3% 6% 2% 1% 7%
2% 1% 2% 3% 4% 2%
2% 3% 2% 2% 1% 1%
3% 2% 3%
Again, as expected, full 4% 5%
11% 2%
13% 13% 8%
time workers are 80% 10%
14%
12%
significantly more likely
9% 16%
to eat lunch across the
week at their place of 60% 30% 34%
30% 40%
work, while the majority 48%
of non-full time workers
eat their lunch at home. 40%
67%
63%
Among different age 46% 46%
42%
groups, those aged over 20% 36%
29%
55 years are more likely
to eat lunch at home
and are less likely to eat 0%
Full time Non full time 18-24 yrs 25-34 yrs 35-44 yrs 45-54 yrs 55 yrs or older
at restaurants/cafes or worker worker
food courts.
At home At work Restaurant/ café/ food court
Friend/ family's Travelling Outside
Other
Base: Total sample (n=1,400) Q: Where were you when you had lunch?

15. Lunch venue
Lunch venue by gender
Male Female
In-market = 66% of respondents
Across a general week,
there appears to be vey
little difference between
2% 5% 2% 4%
males and females in 3% 3%
2%
terms of the venues 3%
where lunch is
11%
consumed. 11%
47% 47%
29% 31%
Restaurant/ Friend/
Home Work Outside Travelling Other
café/ food court relatives
Base: Total sample (n=1,400) Q: Where were you when you had lunch?

16. Lunch venue
Lunch venue for soup consumers
Among the small sample
of people who
consumed soup for
lunch, almost half ate In-market = 66% of respondents
their soup in the
workplace, while more 13%
than one third
consumed their soup at
home. The remainder
purchased their soup at
a restaurant, café or
food court. 49%
38%
This highlights a slightly
more limited range of
soup eating locations
compared with other Note: very small
lunch options which can sample size
be more easily
consumed outside/
while travelling .
Restaurant/ Friend/
Home Work Outside Travelling Other
café/ food court relatives
Base: Soup consumers (n=37) Q: Where were you when you had lunch?

17. Lunch venue: Key outtake
Opportunity / Potential market size:
• Across all lunch occasions throughout the week, among
all demographics, at least 70% of lunchtime meals are
eaten at home or at work
• For most people, wet soup would be a viable lunch
alternative within these two venues
Market size limitation:
• Around one in five lunchtime meals are consumed in
venues where wet soup may not be practical (e.g. while
travelling, outside) or not always readily available,
particularly during summer months (e.g. restaurant/
food court)

18. Agenda
• Background and methodology
• Key findings
• What do we eat for lunch?
• Where do we eat our lunch?
• Where do we source our lunch?
• What do we spend on lunch?
• Demographics
Image: http://www.mygreenaustralia.com/2010/08/meat-free-mid-week-soup-roundup/

19. Lunch source
Lunch source weekdays vs weekends
Across the full week, 100%
around one in three 12% 11%
15%
people reported 2% 2%
3%
purchasing ingredients 80% 10% 10%
11%
from a supermarket to
make their lunch. While 16% 16%
13%
one quarter included
60%
lunch items in their
general weekly grocery 24% 24% 23%
shopping, almost one in
40%
five bought takeaway for
lunch across the week.
20% 36% 36% 36%
Interestingly, the source
for lunch items is
reasonably consistent 0%
across weekdays and Total Weekday Weekend
weekends.
M ade it Weekly shop Takeaway/ fast food
Restaurant/ café/ food court Supermarket that day Other
Base: Total sample (n=1,400) Q: Which best describes your lunch?

20. Lunch source
Lunch source by workers and age
Across a full week, 100%
11% 9% 11% 11%
purchasing ingredients 13% 14% 14%
2%
to make lunch appears 2% 3% 2%
3% 10% 3% 2%
to be the most popular 80% 12% 8% 11% 11% 7%
11%
source of lunch items
10% 9%
among both full time 23% 17% 12%
21% 21%
workers and non
60%
workers, and among all
28%
age groups. 28%
17% 23% 25%
20% 21%
40%
However, full time
workers and younger
people are more likely
20% 38% 39% 38%
to purchase takeaway 33% 33% 35% 36%
food while older people
and non full time
workers are more likely 0%
to include lunch items in Full time Non full time 18-24 yrs 25-34 yrs 35-44 yrs 45-54 yrs 55 yrs or older
their weekly grocery worker worker
shopping. M ade it Weekly shop Takeaway/ fast food
Restaurant/ café/ food court Supermarket that day Other
Base: Total sample (n=1,400) Q: Which best describes your lunch?

21. Lunch source
Lunch source by gender
Male Female
In-market = 66% of respondents
Across the week, the
source of lunch food is
again quite similar
12% 13%
between males and
females. Males are only 2% 2%
slightly more likely to
10%
purchase takeaway/ 37%
11% 35%
fast food while females
are slightly more likely
to include their lunch 17% 14%
food as part of their
22% 25%
weekly supermarket
shopping.
Made it Weekly shop Takeaway/ fast Restaurant/ Supermarket Other
food café/ food that day
court
Base: Total sample (n=1,400) Q: Which best describes your lunch?

22. Lunch source
Lunch source for soup consumers
Interestingly, among the In-market = 66% of respondents
small sample of soup
consumers, more than 16%
one in three indicated
that they had purchased
ingredients to make the 5%
soup themselves. 38%
By comparison, a similar
proportion indicated
that they purchased 41%
pre-packaged soup from
the supermarket. Note: very small
sample size
Made it Weekly shop Takeaway/ fast Restaurant/ Supermarket Other
food café/ food that day
court
Base: Soup consumers (n=37) Q: Which best describes your lunch?

23. Lunch source: Key outtake
Opportunity / Potential market size:
• In total, across any given week, around six in ten people
either buy ingredients to make their own lunch, buy
lunch items with their general grocery shopping, or visit a
supermarket to purchase lunch items for that day
• All of these people represent possible soup consumers
who have an opportunity to purchase wet soup from a
supermarket as a lunch option
Market size limitation:
• Again during summer, the remaining consumers who
purchase their lunch at restaurants/food courts, those
who buy takeaway and those who skip lunch have less
exposure to soup as a lunchtime choice

24. Agenda
• Background and methodology
• Key findings
• What do we eat for lunch?
• Where do we eat our lunch?
• Where do we source our lunch?
• What do we spend on lunch?
• Demographics
Image: http://www.mygreenaustralia.com/2010/08/meat-free-mid-week-soup-roundup/

25. Lunch budget
Lunch budget weekdays vs weekends
100% 2% 1%
1% 4%
1%
2% 2%
2%
Across both weekdays 7% 6% 4%
and weekends, the 8%
majority of people aged 80%
26% 28%
over 18 years spend no 22%
more than $5 on lunch
on average across the 60%
week.
However, on weekends, 40%
a slightly higher 62% 62% 60%
proportion spend more
than $15 on lunch 20%
compared with
weekdays (10%
compared with 4%). 0%
Total Weekday Weekend
$5 or under $6-$10 $11-$15 $16-$20 $21-$25 $26 or more
Base: Total sample (n=1,400) Q: How much did your lunch cost?

26. Lunch budget
Lunch budget by workers and age
100% 3% 1%
1% 1%
2% 4% 3% 1%
2% 1%
1%
1% 2% 2% 1% 0%
3% 3% 2%
Again, it is perhaps not 2% 5% 2%
5%
4%
8% 10% 8% 8%
surprising to see that
18%
average lunch budgets 80% 21%
are higher among full 25% 27%
31% 32%
time workers compared 36%
with non full time 60%
workers, with 45%
spending more than $5
on lunch across the 40%
74%
week compared with 70%
61% 62%
30% of non full time 55% 54%
49%
workers. 20%
Among different age
0%
groups, the average
Full time Non full time 18-24 yrs 25-34 yrs 35-44 yrs 45-54 yrs 55 yrs or older
amount spend on lunch worker worker
appears to decrease
with age. $5 or under $6-$10 $11-$15 $16-$20 $21-$25 $26 or more
Base: Total sample (n=1,400) Q: How much did your lunch cost?

27. Lunch budget
Lunch budget by gender
Male Female
In-market = 66% of respondents
In terms of lunch budget
across a full week, males
and female again display 1%2% 1% 2%
3% 2%
similar behaviour. 7% 6%
Females are only slightly
more likely than males 25%
to spend $5 or less on 28%
59%
average for their lunch. 64%
$5 or under $6-$10 $11-$15 $16-$20 $21-$25 $26 or more
Base: Total sample (n=1,400) Q: How much did your lunch cost?

28. Lunch budget
Lunch budget for soup consumers
Among the small sample In-market = 66% of respondents
soup consumers, the
soup was eaten as a 11%
main meal option rather
than an entrée option.
As a result, almost
16%
three-quarters of those
who consumed soup for
lunch spent no more
73%
than $5 on their meal,
with almost nine in ten
spending no more than
$10 on their meal.
Note: very small
sample size
$5 or under $6-$10 $11-$15 $16-$20 $21-$25 $26 or more
Base: Soup consumers (n=37) Q: How much did your lunch cost?

29. Lunch budget: Key outtake
Opportunity / Potential market size:
• Overall, six in ten people spend $5 or less on their lunch on
average across both weekends and weekdays, while nine in
ten spend no more than $10 on their lunch on average.
• Wet soup is a viable lunch option in terms of budget
parameters. While microwave and tinned soups fall into
the $5 or under budget category, fresh or pre-packaged
soups are generally likely to fall into the under $10 budget
category
• In addition, most of those people who consumed soup as
their lunchtime meal indicated that it was their main food
item rather than an entrée, ensuring that the cost of a wet
soup lunch remains within average lunch cost range

30. Agenda
• Background and methodology
• Key findings
• What do we eat for lunch?
• Where do we eat our lunch?
• Where do we source our lunch?
• What do we spend on lunch?
• Demographics
Image: http://www.mygreenaustralia.com/2010/08/meat-free-mid-week-soup-roundup/

31. Demographics
Gender Age Location
8% 5%
9%
25% 9% 23%
24%
50% 50%
8% 9%
20%
11% 20%
23%
6%
18-24 25-34 yrs Sydney Other NSW Melbourne
Male Female 35-44 yrs 45- 54 yrs Other VIC Brisbane Other QLD
55 yrs + SA WA ACT/ TAS
Image: http://www.mygreenaustralia.com/2010/08/meat-free-mid-week-soup-roundup/

32. Demographics
Work Status Lifestage
2%
12% 5%
14%
3%
5%
5%
35% 10%
52%
9%
17% 31%
Working FT Working PT
Home duties Student Alone Sharing
Unemp/ Vol work Retired With parents With partner
Other Partner + kids Kids no partner
Image: http://www.mygreenaustralia.com/2010/08/meat-free-mid-week-soup-roundup/

33. Appendix: Soup consumption
What did you have for lunch yesterday? Soup: n=37
• Heinz Chicken and sweet corn soup.
• Egg and lettuce sandwich, a Laksa cuppa soup and a homemade iced coffee
• Cracker biscuits topped with tuna and a cup of pea & ham soup.
• Chicken and vegetable soup and toast
• Chicken meatballs with tomato soup + vanilla cupcake
• Croissants and cold vegetable soup
• Combination wan ton soup
• Thai style seafood and vegetable soup and a Thai Chinese kale with shrimp salad
• Pepper Beef Soup and Pita Bread.
• Pumpkin Soup with bread and an apple
• Vegetable soup with two slices of whole grain bread
• Instant miso soup and home-made sushi
• Cup a Soup and 2 slices of bread
• Soup
• Lentil soup
• Beef soup with potato
• Handmade fishball noodles soup
• Crackers and cup a soup fruit rollup tub peaches cheese slices
• Gatorade and miso soup

34. Appendix: Soup consumption
What did you have for lunch yesterday?
• Chinese Chilli noodle soup and green tea
• Cream of chicken cup of soup
• Cup a soup, yogurt, banana
• Thai Soup and rice
• Continental vegetable Soup and bread
• Vegetable soup, one slice of toast, fruit (apple, orange, kiwi fruit, orange, blueberries)...shared on a plate with family.
• Home made minestrone soup, followed by two home made honey, soy and garlic chicken drumsticks accompanied by a
mixed green salad, plus a tall glass of iced water.
• Thai Clear Soup with Noodles
• Broccoli soup with goats cheese, low fat berry yoghurt - 100g, nectarine
• Pork and Chicken Noodle Soup
• Apple and cup of soup
• Chicken and vegetable soup
• 1 boiled egg a cup of chicken noodle soup
• Pea and ham soup with toast, plus coffee and grapes
• Chicken Noodle soup, 2 slices white bread toasted, 4 strawberries and half a mango.
• Fried rice with a tomato soup
• Three cuskits with cheese slice an apple and a cup of soup.
• Two slices of bread butter and vegemite with a chicken noodle cup of soup followed by a slice of rockmelon

35. Lunch Diary
Study
December 2010
Image: http://find.myrecipes.com/recipes/recipefinder.