The Grocery Eye - Some like it hot

  • Published on
    02-Dec-2014

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When it comes to our hot drinks preferences it seems we are creatures of habit. Whether buying breakfast tea, instant coffee or a fruity infusion The Grocery Eye shows that hot beverage consumers like what they know; but can they be tempted by a new flavour, a promotional offer or premium quality? 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 hot beverages 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 hot beverages category including: Purchase motivators from price and product type to the role of flavour and brand. Category innovation the route to discovery and what tempts first time buyers. Key features what are the most important factors to consumers. Future considerations the features which will be important over the next 2 years. For a detailed overview of consumer perceptions across the hot beverages sector and The Grocery Eye please call or email Catherine Elms, Research Director on +44(0)1865 336 400 or catherine.elms@spafuturethinking.com

Transcript

<ul><li> 1. The Grocery Eye study was conducted in November 2013 with 2,000 primary grocery shoppers, including 426 hot beverage 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 When it comes to our hot drinks preferences it seems we are creatures of habit. Whether buying breakfast tea, instant coffee or a fruity infusion, The Grocery Eye shows that hot beverage consumers like what they know; but can they be tempted by a new flavour, a promotional offer or premium quality? What features are important to purchasers of hot beverages? Traditional flavours and a well known brand are important considerations, with tradition trumping new flavour varieties Ensuring the core range is strong is key to success HOT BEVERAGES FROM THE SUPERMARKET SHELVES Products currently purchased Most popular hot beverages PG Tips, then Tetley, prove most popular tea purchases. For coffee, Nescafe leads the everyday/premium favourites, followed by Kenco Following on from price, product type and flavours lead the way. Brand shows relatively high importance vs other food categories, with pack size and nutritional information least important look for price when arriving at the hot drinks section 44% Product type 65% 31% Brand 11% Nutrition 42% Flavour 8% Pack size Top things consumers look for when arriving at the hot drinks aisle... Tea &amp; coffee purchase is dominated by habit, more so than other categories. Ensuring inclusion in a repertoire is key as it becomes habitual 19% Brand 22% On offer / promotion 24% Low price 29% Value for money 32% Flavour / blend 50% Usual purchase Hot drinks aisles are stacked high with boxes and jars of aromatic offerings, but what entices consumers to make their current purchases? Purchase Motivators PG Tips is favourite with 39% buying the brand nowadays Category innovation 1 in 4 consumers made a first time purchase based on an offer/promotion 393028181717141414 How are consumers finding out about new products on the market? On-shelf discovery of NPD leads the way, though this is somewhat low relative to other food &amp; drink categories. Seeing a TV advert scores relatively highly, showing increased prominence 41% 26% 14% Seeing product on shelf TV advert Recommendation Important features What tempts buyers to try new products in this category? The opportunity to try something different is most appealing to tea and coffee purchasers in general. However, among 16-34, year olds looking tasty and being premium quality top the feature list Offer / promotion 30% To trysomethingdifferent 15% Quality 26% 17% New 21% Tasty Of future importance, no artificials, recyclable packaging, &amp; ethical sourcing are highlighted. Environmental credentials also feature in the top 10 for increasing importance 27% of consumers consider a traditional flavour to be important 64 41 27 20 High quality Price Brand Traditional flavour Which features will be more important to these consumers over the next 2 years? Price High quality Recyclable packaging Natural ingredients Fairtrade/ Ethical sourcing No artificials 41% 13% 9% 9% 9% 8% 8% Environmental credentials </li> </ul>