Identifying consumer perceptions to breakfast on the go

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Information about Identifying consumer perceptions to breakfast on the go
Marketing

Published on March 20, 2014

Author: spafuturethinking

Source: slideshare.net

Description

Breakfast on the go is a fact of life for many of us; reflecting the busy lives we now lead.

It’s a relatively recent category for supermarkets, yet their shelves are awash with new products including cereal bars, breakfast biscuits and cereal pots. Almost one in four grocery shoppers consider this to be the most innovative grocery category, and for brands to capitalise on this trend it is increasingly important that they focus attentions on the key purchase motivators.

The Grocery Eye examined the shopping habits of 2,000 supermarket shoppers to identify perceptions towards purchasing food and drink, as well as non-food products. It assessed the breakfast on the go category to understand topics such as perceptions towards category innovation, product attributes and ingredients, as well as drivers and barriers to purchase.
Check out our infographic which provides a top level overview of some key research findings across the breakfast on the go category including:
• Purchase motivators – from pack size, taste, flavour and health credentials
• Category innovation – the route to discovery and what tempts first time buyers
• Lifestyle choice – understanding purchase consideration
• Buyers versus non-buyers – Positive and negative associations towards products

For a detailed overview of consumer perceptions across breakfast on the go and The Grocery Eye please call or email Catherine Elms, Research Director at SPA Future Thinking on catherine.elms@spafuturethinking.com or +44(0)1865 336 400

The Grocery Eye study was conducted in November 2013 with 2,000 primary grocery shoppers, including 385 breakfast OOH category buyers. For further information please contact Catherine Elms, Research Director E: catherine.elms@spafuturethinking.com T: +44(0)1865 336 400 Data courtesy of SPA Future Thinking www.spafuturethinking.com innovation intelligence inspiration The Grocery Eye shows a desire for breakfast-on-the-go products amongst grocery shoppers, extending to cereal bars, breakfast biscuits and cereal pots. Almost 1 in 4 consider this to be one of the most innovative grocery categories. As a relatively recent category for supermarkets, their shelves are awash with new products. For brands to capitalise on this trend it is increasingly important that they focus attentions on the key purchase motivators. Breakfast on the go 31% Looked tasty What tempts buyers to try new products in this category? 22% Something different 26% Offer or promotion This clearly highlights the importance of taste/flavour communications, differentiation and standout discovered recent new product launches at the shelf 56% 9% Supermarket website 10% Personal recommendation 13% Television advert Innovation in this category is high, but how do consumers hear about these new products? Winning at the shelf is key, so what entices consumers to make their current purchases? 29% On offer / promotion 30% It’s what I usually buy 33% The flavour 20% Looked tasty 22% Good value for money 23% Suitable pack size 14% The brand 17% Nutrition / health claims 19% Low price Being ‘on offer’ and ‘trying something different’ stand out here, with habit less established than other F&D categories; but there is an opportunity for new entrants to grab attention through pack size, flavours and health claims. Top 2 things consumers looks for when arriving at the breakfast OOH section... 68%Price Flavour 43% 42%Nutritional infomation 28%Product type Brand 10% Pack size 10% Price leads choice motivation, but brand shows low levels of initial consideration. Nutritional content is relatively more important in breakfast OOH than other F&D categories. A category clearly led by the original entrant, Belvita. While cereal bars make up most of the other leading products, there is also a clear leader of convenient cereals. 34 19 17 16 15 14 14 Products currently purchased What are we buying? Purchase Motivators A number of attributes motivate purchase, with offers, pack size, taste and health credentials all considerations that are specific to this category. With the category continuing to see rapid growth for Belvita and new entrants there is greater consideration of the options available resulting in relatively low brand loyalty. Category Innovation As with most NPD, the main route to discovery is seeing the product on-shelf. There is greater consideration to try something different, so winning at shelf is particularly important, to become part of the habitual purchase. Innovation based on pack size, taste/flavour and health will be important for decrease reliance on price promotions. Lifestyle Choice Being a ‘healthy choice’ and ‘high quality products’ show a large decrease in relative agreement among non-buyers, less readily buying into health credentials of OOH breakfast products. While Price is likely to continue to dominate purchase consideration, low calorie, sugar, and fat are also being considered in this category. Fuller for longer 31% High quality 35% Price 61% What features are important to purchasers of breakfast OOH products? High fibre 26% CALORIE Low calorie 26% Low sugar 30% Low fat 30% Clearly price is the most important feature when buying these products; but health credentials are an increasingly considered factor, and these show a growing trend of product concerns for the coming years. FLAVOURS 65% 35% PACK SIZE 34% QUALITY 47% 21% HEALTHY 43% 22% Positive Associations 67% NOT NECESSARY 26% 48% HIGH SUGAR 41% 56% HIGH SALT 24% 38% ARTIFICIAL FLAVOURS 28% 40% Negative Associations BUYERS vs. NON-BUYERS Category Agreement: The key differences between buyers and non-buyers Being a healthy choice and high quality show a large decrease in relative agreement among non- buyers; who are also less readily buying into the health credentials of OOH breakfast products.

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