the grocery eye - some like it hot
DESCRIPTION
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 [email protected]TRANSCRIPT
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: [email protected] 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 beveragesPG 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 importantlook 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 & coffee
purchase is
dominated by
habit, more
so than othe
r categories
.
Ensuring inc
lusion in a
repertoire i
s key as it
becomes habi
tual
19%
Brand
22%On offer /
promotion
24%
Low pr
ice
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 & 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 opport
unity to t
ry somethi
ng
different
is most ap
pealing to
tea
and coffee
purchaser
s in gener
al.
However, a
mong 16-34
, year old
s
looking ta
sty and be
ing premiu
m
quality to
p the feat
ure list
Offer / promotion
30%To try something different
15%
Quality
26%
17%
New
21%
Tasty
Of future importance, no
artificials, recyclable packaging, &
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