Planning & Lists 2013


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In this report we look at shoppers’ behaviour both before and after the shop but not at their behaviour whilst in-store. We will see how shoppers plan their grocery shop (if at all) and how much food they have in their homes in stock. Then we take a look at when individual meals are planned.

Specifically, we will look at Food & Grocery shoppers’ behaviour in relation to:
• Stock Items – Overview of two meal occasions
• Planning Shopping trips – When and how trips are planned, and how they differ to the actual shop that happens
• Shopping lists – The types of shopping lists that are used and the mission they are used on
• Planning meals – When meals planning occurs and how far in advance individual meals are planned

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Planning & Lists 2013

  1. 1. Shopper Planning & Lists 2013 Evolution Insights Ltd Prospect House 32 Sovereign Street Leeds LS1 4BJ Tel: 0113 389 1038
  2. 2. • Evolution offer a range of products & services for clients in the field of shopper research:- • Off-the-shelf research – Evolution’s off the shelf research publications deliver affordable insight into shopper motivation and behaviours in UK food, drink and grocery • Insight Plus – Insight Plus offers your business the opportunity to engage in any of our regular shopper research projects in advance of publication, tailoring the scope to suit your needs • Bespoke Consulting – As publishers of research, we are able to draw upon a wealth of existing proprietary data for consulting projects – helping to better inform and shape any further research requirements. Evolution is a leading research consultancy specialising in shopper motivation and behaviour. We deliver off-the-shelf, tailored and bespoke research for manufacturers, retailers and agencies. Further information is available at our website http://www.evolution- Visit and sign up for Reflections, our free quarterly newsletter offering analysis and commentary on topical issues About Evolution Insights As a leading publisher of shopper research, we are ideally placed to offer your business actionable shopper insight. Our research and analysis helps clients develop targeted shopper marketing initiatives designed to influence shoppers at the point of purchase. We use a range of research methodologies to discover genuine insights. Our research incorporates a broad spectrum of robust qualitative and quantitative research techniques.
  3. 3. Contents Key Findings & Summary 5 Planning Meals 41 Introduction 42 This Report.. 7 A Guide 43 When Meals are Planned 44 Stock Items 9 Breakfast 45 Introduction 10 Evening Meal 46 Breakfast 11 Summary 47 Evening Meal 13 Demographics 15 Methodology 49 Summary 17 Glossary 52 Planning Shopping Trips 18 Introduction 19 Impulse Purchases 20 When Shops are Planned 23 Shopper Diaries 24 Fully Planned Categories 25 Planned Items Vs. Purchased Items 27 Influences on Planned Purchases 28 Planning 29 Planned Consumption 33 Summary 34 Shopping Lists 35 Introduction 36 Brief Introduction 37 Lists, by Mission 38 Examples 39 Summary 40
  4. 4. What This Report Will Cover In this report we will look at Food & Grocery shoppers behaviour in relation to: • Stock Items – Overview of two meal occasions • Planning Shopping trips – When and how trips are planned, and how they differ to the actual shop that happens • Shopping lists – The types of shopping lists that are used and the mission they are used on • Planning meals – When meals planning occurs and how far in advance individual meals are planned
  5. 5. Stock Items - Breakfast How long will your current stock of Breakfast foods last? 96 89 74 60 48 41 36 95 86 69 48 44 36 29 0 20 40 60 80 100 1 Day 2 Days 3 Days 4 Days 5 Days 6 Days 7 Days+ You/Partner Children We look here at how long shoppers can go without replenishing their stock of foods. The graph below shows that shoppers have a lower stock of breakfast foods for their children than for themselves/partners. As we can see, 36% of shoppers could go 7 or more days before they replenish their stock of breakfast foods for themselves/partners, compared to only 29% who can go this long without buying anymore breakfast for their children.
  6. 6. There are many theories as to why we buy items that we hadn't planned to. Here we look at some theories as to what causes impulse buying and what can affect it. Planning Shopping Trips - Impulse Purchases Are we attracted to fancy packaging? According to a recent study, shoppers base over 75% of their decision making on the attractiveness of the packaging. Apparently, even shoppers that use a list cannot resist the temptation caused by a fancy package. It is not unknown that shoppers often change their behaviour in-store from what they intended to do to what they end up doing, however, it wasn’t clear that impulse purchases are so often based on these subliminal cues. F this is the case, manufacturers can capitalise on this by creating more visually pleasing products. Source: POPAI Are unplanned purchases as unplanned as we think? Not according to US researchers who questioned various shoppers what they plan to buy and how much they think they will spend. They found that ¾ shoppers bought more items than they had expected, but didn’t exceed their predicted spend. Researchers attributed this to what they called ‘in-store slack’ – where shoppers know they will find items they want when they are in the shop, or things they have forgotten and so have technically ‘planned’ to buy extra items. Source: Journal of Consumer Research Mobile Blinder A drop in impulse sales at the till in recent years is being blamed on the increasing use of smartphones. While traditionally, shoppers made impulse purchases at the till of chocolate and magazines, they are now too busy staring at their phones to notice the treats around them. This phenomenon is being dubbed the ‘mobile blinder’, and is said to be the reason for the sharp fall in magazine sales in the US.
  7. 7. An impulse purchase is one that is not pre-planned. The decision to buy the item is done so almost immediately before the purchase takes place. At Evolution, we define impulse purchases, or ‘unplanned’ purchases as the following: Planning Shopping Trips - Impulse Purchases: Definition Fully-Planned Purchases Semi-Planned Purchases Unplanned Purchases Written list Mental list I realised I needed it whilst in-store It caught my eye I fancied a treat Other Cheaper price than expected It was on offer
  8. 8. On the following pages we summarise the number of items planned to be bought, the number of planned items which weren’t then bought and the final number of items purchased for each mission. Shopper Diaries – Planning, Trip Summaries No. Items Planned x items (average x items per trip) No. Items Planned but not bought x items x% of planned items No. Items Bought x items (average x items per trip) x % of planned total This is the % difference between the number of items planned to be bought and the number actually bought This is the % of items which were planned to be bought but then not purchased
  9. 9. It is interesting to see how the use of shopping lists changes by mission. Here we can see that use of written lists correlates with an (typical) increase in size of shop. Shopping Lists – By Mission 0 10 20 30 40 50 60 I use a hand- written list I don't use shopping lists/just have a mental list I create a list on my computer and print it off I use the notes section on my mobile phone I have an app designed to create my shopping list Other Main shop Top up MFT % I just see what's cheap As far as food goes I see what is in the shop that takes my fancy then plan round that I make a list and forget to take it, then just hope I've got everything I like the variety I get from choosing from the reduced price ready meals on their use by date I see what's on offer Shoppers use of lists, by mission:
  10. 10. Methodology
  11. 11. Secondary and desk research Shopper Diaries Preliminary quantitative survey Main quantitative survey Focus groups Insights Evolution carried out a preliminary survey of 100 shoppers , to test questions for the main survey. Detailed secondary and desk research was conducted to define the digital shopper marketing landscape, macro drivers and trends, scope and examples of initiatives to date. Initial insights gained were used to help further design the main survey. The main survey was completed by 1193 UK adults who said they regularly shop for food & grocery. 40 Shopper diaries were completed over a calendar month. Comprehensive and detailed assessment of all the data received was then used to discover insights. Throughout this process, primary research was supported by secondary research drawing on Evolution’s proprietary databases, national statistics, news and industry resources. Evolution’s consultants also maintain close relationships with industry figures across retailers and manufacturers. Methodology Evolution’s methodology
  12. 12. Detailed shopper insights were gained from a survey of 1193 UK adults who say they regularly shop for food and grocery and own a smartphone. The samples were fully representative of the UK population. The survey contained 11 questions relating to shopping lists, planning grocery shopping and stock items – in addition to standard demographic profiling questions. The questions were designed to give maximum insight into shoppers level of planning of their grocery shop and how and when meals are planned, along with the levels of stock items shoppers have in their homes. The survey was carried out online during February 2013. Methodology: quantitative survey Stock items (specific meals) Stock items (days until replenishment) Use of shopping lists Planning evening meals Planning main shops Planned meals (breakfast & evening meal) Demographic profiling Topics of questions in quantitative survey
  13. 13. This presentation is a Sample Extract. Full Report 52pages. For Details on the full report please contact dale.henry@evolution- Evolution Insights Ltd Prospect House 32 Sovereign Street Leeds LS1 4BJ Tel: 0113 389 1038 Evolution Insights: Shopper Insight Series SAMPLE EXTRACT
  14. 14. Contact us Evolution Insights Ltd Prospect House 32 Sovereign Street Leeds LS1 4BJ Telephone: 0113 336 6035 e-mail: Web: Company No. 07006001 Country of Incorporation: United Kingdom