identifying consumer perceptions to breakfast on the go
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 [email protected] or +44(0)1865 336 400TRANSCRIPT
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: [email protected] 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%Lookedtasty
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%
Televisionadvert
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 forlonger 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.