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THE SHOPPING DECISION TREE
U N D E R S TA N D I N G T H E C O N S U M E R
A Meat Market Insights Series Publication Produced by The Meat and Livestock Commission
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contents introduction
2
main consumer behaviours
4
bacon
10
steaks and chops
14
joints
18
sausages
22
mince
26
sliced meat
30
poultry
34
chilled ready meals
38
By establishing what it is that triggers
understanding the consumer
individual meat purchases and understanding the context in which they are made, we shall be better able to define the strategies that will drive category growth.
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introduction insight What influences the consumer to choose a particular meat product over another, and how can players in the meat category use this knowledge to drive sales of fresh meat, bacon, sausage, poultry, sliced cooked meats and chilled ready meals? To answer these and other questions, British Meat commissioned an in-depth research programme into the behaviour of the UK’s meat-buying consumers. Over a period of several weeks, a team from Taylor Nelson Sofres, one of the world’s leading market information groups, observed and interviewed shoppers in the meat aisles of five of the UK’s leading multiple grocers. Shoppers were carefully observed during their decisionmaking process and subsequently interviewed about the reasons for making their selections – establishing a unique ‘decision tree’ insight into consumer habits and behaviour.
The Decision Tree Research is a valuable, quantified overview of protein purchasing behaviour in store. It adds richness and depth to consumer segmentation research which has been conducted separately and which will allow individual protein buyers to be profiled in terms of habits and attitudes. In turn, that will help refine promotional strategies to enable British Meat to work more effectively with retailers and their suppliers to improve category performance.
No attempt was made to investigate why consumers had chosen a particular store in which to shop. Retailers’ own marketing policies and corporate advertising as well as the price, quality and value for money perceptions will have influenced where they choose to shop. Our research begins once consumers have decided where to shop.The objective was to understand the key decision points in the purchase process so that, together, British Meat, its retail customers and their suppliers could take advantage of key moments to influence consumer behaviour and choice. By establishing what it is that triggers individual meat purchases and understanding the context in which they are made, we shall be better able to define the strategies that will drive category growth. With such knowledge, retailers and suppliers can stimulate demand for meat and optimise their marketing activity by understanding the key decision points in the purchasing process and the effect of promotions and other in-store stimulus on consumer behaviour. This brochure presents the findings of that ‘decision tree’ research. In itself, it is a fascinating picture into the meat
what influences the consumer?
category. More importantly, it is a unique insight into the consumer and a firm foundation on which to build retailing and promotional strategies for growth. Richard Cullen, Category Development Manager, British Meat
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m a i n c o n s u m e r b e h av i o u r s CORE PROTEINS
Consumers were clearly found to divide the meat category into two distinctive groups:
bacon sausages
sausage and sliced meat) which we have termed core proteins; • those that are reserved for special/specific meal occasions (joints, chops and steaks, and chilled ready meals) which are termed Key Occasions
pieces
joints chops
poultry
steaks
whole
chilled ready meals
sliced meats mince
• those products which form the core of everyday meal occasions (bacon, mince,
KEY OCCASIONS
• Everyday family meals, purchase is highly planned but the occasion it is used for is not especially planned
• Specific meal occasions, eaten solo or with friends: the occasion is highly planned but the protein chosen is not.
• The protein itself on the mental shopping list
• the occasion is on the mental shopping list
• Product is difficult to substitute if not available
• easy to substitute
• Marketing activity that reaches in home most effective
• in-store marketing activity most effective • fixture display needs to capture attention
• Protein cannot be out of stock
The fixture needs to be well organised to enable consumers to shop quickly
The appearance of the fixture needs to be attractive and appealing to consumers
main consumer behaviours
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5
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m a i n c o n s u m e r b e h av i o u r s Summary of key consumer behaviours The two product groups are the
Consumers plan ahead of time to buy the former, although
antithesis of each other in almost
the occasion for which they use it is not highly planned,
every respect: the former group is
while for the latter the occasion is highly planned although
always on the ‘mental shopping list’,
the meat or product chosen is not especially planned.
•
while for the latter group the meal
Shopping trips are almost evenly divided
•
Forty per cent of fixtures had easily
between main (52%) and top-ups (46%).
identifiable promotions, but only a small
(The remaning 2% of shopping trips were
percentage (8%) of fixtures had any
made specifically to buy theparticular
type of recipe cards or information
protein).
leaflets on display.
occasion – rather than the product –
•
is the key consideration. In this case, the consumer looks for a meat product to match the occasion.
One-third of shoppers make up their
•
The typical shopper takes only 10 seconds
minds once they are inside the
at the fixture to select a product, but
supermarket, and most of them decide
this increases to 20 seconds when the
once they reach the meat fixture.
product has a higher price (e.g., joints, chops and steaks).
Meat products in the first group are
•
difficult to substitute if they are not
Weekly shopping visits for the specific proteins researched are the norm with
available, while those in the second are easy to replace with an
•
Chilled ready meals are the most
only 10% returning to buy protein again
impulsive-driven meat purchases, whereas
within the same week.
sliced meat is the most planned.
alternative protein product.
•
Even though the intention to buy meat is
•
Joints and chops/steaks are purchased
planned, only a third of shoppers use
more because of their appearance, while
written shopping lists.
chilled ready meals and sausages are purchased for their convenience.
•
On average, 1.9 items of the proteins
CORE PROTEINS
KEY OCCASIONS
bacon
joints chops
trip.This figure is slightly higher for
poultry
steaks
are purchased.
whole
chilled ready meals
researched are purchased per shopping pieces
sausages sliced meats mince
•
Joints are the typical weekend lunch meal; mince is the typical evening meal.
families, where an average of 2.1 items
•
The more expensive the item, the more sensitive the shopper is to money-off
•
During the research, the fixtures were
promotions.
generally full and well stocked, with only a very small proportion empty.
main consumer behaviours
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m a i n c o n s u m e r b e h av i o u r s Habit is the most frequently
It is also clear that shoppers want to
This is not in itself necessarily a problem.
mentioned reason why consumers
spend as little time as possible when
But it does demand a well laid-out,
buy a particular protein.This is
shopping for proteins.While they are
merchandised and stocked fixture. So long
especially the case for sliced and
prepared to spend time in some
as shoppers can find what they want and
cooked meats. As the accompanying
parts of the store – the wine
need quickly and without complication,
table shows, consumers chose
department is an obvious example –
they can be satisfied.
sausages and ready meals because they are easy to cook; joints, steaks
Reasons for buying proteins total
bacon
sausages
poultry
mince
joints
chops/ steak
sliced cooked meat
chilled ready meals
Buy it regularly
47
53
46
44
46
45
42
66
29
Easy to cook
34
37
45
34
38
21
34
11
54
consumers want to be able to
Product I know
13
15
10
13
11
20
13
10
10
choose their proteins quickly.
Price
10
7
8
14
8
14
13
6
6
Healthy
10
5
6
21
7
8
10
10
9
Versatile
8
8
6
10
19
4
4
6
4
Special offer
7
7
3
15
6
6
7
5
4
Easy to freeze
7
5
4
7
13
5
10
1
9
Impulse
5
8
4
3
4
6
9
3
6
Eye-catching
5
2
1
3
2
11
12
4
5
and chops are bought when they are This is especially the case for the eye-catching and appealing; mince is Core Protein group of products, appreciated because it is versatile and where the average time spent by easy to freeze. shoppers is certainly less than 30 Our findings also show that
seconds and where the largest group
consumers are buying about 2 items
of shoppers can spend less than 10
of protein a week.This would
seconds making their purchase
indicate that they are not buying
decision.
enough to last a whole week and some form of top-up shop is needed – for most households and not just those with families.
Indeed, in a separate exercise, British Meat has worked with one major retailer to reorganise its bacon counter to achieve a more effective layout.The result was that shoppers spent less time at the fixture, but sales actually increased. If consumers spend longer than they need at a fixture and still can’t find what they want, they will have a negative shopping experience. Merchandising is key. For occasion driven proteins – joints, steaks and chops – product appeal and the appearance of the fixture are of paramount importance. adding to the shopping experience in this way can pay dividends. When is the decision to buy bacon made? % Share
insight It is important that POS and promotional materials are properly used in-store. In particular, there are significant opportunities to use recipe cards and leaflets to promote versatility and prompt greater usage of particular proteins
Just before entering
30 (120)
Today
43 (102)
Yesterday
14 (93)
Within the last week or longer
12 (71)
Chart shows when the 70% of consumers who decided before entering the store to buy bacon made up their minds.
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bacon
insight There is opportunity to drive impulse sales in-store given the large number of consumers who don’t decide to buy this popular protein until they enter the store. Promoting the versatility of bacon to encourage alternative uses and occasions could stimulate frequency of use.
Think shopping – think bacon. Bacon is a product consumers like to That’s almost the case when you consider that seven
have in the fridge knowing that it will be
out of 10 bacon shoppers have made the decision to buy
eaten by all members of the family at
bacon before they enter the store – that’s more than for
some time during the week.
any other protein. And of those, 73% decide on the day of However, there is evidence that shoppers
shopping, with 30% making their mind up just before
can be encouraged to add bacon to their
entering the store.
shopping trolleys.While 65% of those
When is the decision to buy bacon made? % Share
This confirms the view that bacon is very much a
who hadn’t previously decided to buy
pre-planned, habitual purchase. Our research also shows
Just before entering
30
Today
43
Yesterday
14
Within the last week or longer
12
bacon do so when they reach the bacon
that it is bought for the whole family and that it is a
fixture, a relatively large number – 35% -
protein strongly related to the traditional breakfast-style
make their minds up before they reach
meal. Half of all shoppers say that is how they eat it –
the fixture.This indicates that there are
but remember that breakfast can now be an all-day
other in-store triggers that encourage
meal occasion.
Chart shows when the 70% of consumers who decided before entering the store to buy bacon made up their minds.
shoppers to go to the bacon counter.
insight Bacon buyers want to get to the product they buy quickly, the fixture needs to be wellplanned with clear segmentation of product areas in distinct groupings.The high penetration enjoyed by bacon means that both marketing activity that reaches and influences consumers at home can be very effective while the significant number of shoppers that spend time at the fixture can also be influenced by in-store prompts.
think shopping – think bacon
insight
10
On-shelf appearance is so important and action to improve the fixture appeal could pay dividends. Product development to enhance the visual appeal of products (and packaging) would also be beneficial.
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bacon time spent at bacon fixture
The main reasons for buying bacon
think shopping…
are that it is convenient (37% of respondents) and a product consumers know and trust (35%). The shopping triggers which people
selected item, no comparisons 50%
mean 26 seconds mode 10 seconds (20%)
mean: 32.1 sec mode: 20 sec (19%)
mean: 20.4 sec mode: 10 sec (20%)
say have prompted them to buy are The perception among shoppers is that the bacon fixture tends to be that they have run out of bacon less full than other areas of the store with less promotional activity.
did not read signage 88%
(29%), they buy it on a regular basis
While consumers do believe that promotions in the bacon fixture (27%) or that they usually tend to
mean: 30.7 sec mode: 20 sec (21%)
are important, price and promotions are not the main reasons for have some (21%).
purchase.The decision to buy is generally taken before shoppers get to the store, so the promotions tend to offer additional value
searched before choosing 50%
read signage/info 12% mean: 41.8 sec mode: 30 sec (25%)
ture
to a purchase that would be made anyway. For most people, the bacon choice is quick and simple.The average time spent at the fixture is
Terminology:
26 seconds, with one shopper in five taking less than 10 seconds to
Mean:The average Mode: Most frequently occurring
choose. Half of all shoppers, though, do search and make comparisons before choosing and here the average time is over 30 seconds with the largest group taking up to 20 seconds to choose. A minority of shoppers
…think bacon
will read signage and information and for this group the average time spent at the fixture is over 40 seconds.
Bacon buyers do not find it easy to substitute another product if the bacon they want isn’t available. More than 40% of shoppers said they would buy nothing or go to another store with only 15% prepared to buy another meat.The favoured
For whom is bacon bought?
replacement for those shoppers is sausages.
100 81%
% For Who
80
The products most prominently associated with bacon are
67%
60 40 20
bread and rolls, baked beans and eggs. Myself
Partner
31%
Children
Reasons for buying bacon
0
insight
50
% Reasons
40
37%
35%
30 20
Convenient
Product I know and trust
Because consumers spend so little time choosing bacon, effective merchandising of the fixture is fundamental. It is, important, for example, not to be out of stock as more than 40 per cent of shoppers would leave the store without buying an alternative if the particular bacon they wanted was not available.
10 0
12
13
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steaks and chops Do you think I’m sexy! The importance of the visual appeal and attractiveness of the Steaks and chops are very much an
fixture for steaks and chops shouldn’t be underestimated.
evening meal with eight out 10
While the decision to buy steaks or chops is equally split
shoppers saying they eat steaks and
between impulse and habit, the vast majority (78%) of those
chops at this time, mostly on
shoppers who decide to buy after they enter the store do
weekdays, but significantly at
so at the fixture.
weekends, too. What triggered consumers on the day of purchase to buy steaks and chops?
Of those who have already decided to buy before entering the store, more than 70% left it to the day of shopping
The shopping triggers for consumers,
% Share
on the day of purchase, are that they
to make that decision.
Usually have some in freezer
28
usually have some in the freezer
The main reasons consumers give for buying steaks and chops
Buy regularly
22
(28%) while approximately one
are that they do so regularly (42%) and that the products are
Buy occasionally
15
quarter of shoppers buy on a regular
convenient (34%). However, the visual appeal of the product
When Ive run out
24
and the fixture are important with a larger than average
basis and a similar number wait till they’ve run out.
number of shoppers giving appearance/eye catching as the reason for choice.
do you think I’m sexy!
insight
Reasons for buying steaks and chops 50 42% 40 % Reasons
34% 30 20 10 0
14
Buy It Regularly
Convenient
13% Product I know
13%
12%
Price
Appearance Eye Catching
On-shelf appearance is so important and action to improve the fixture appeal could pay dividends. Product development to enhance the visual appeal of products (and packaging) would also be beneficial. 15
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steaks and chops
insight Sales can be increased through innovative ways to make steaks and chops more appealing to children as part of a family meal occassion.
While price is an important consideration, promotions are of less importance for steaks and chops than for other meats, though money off now would be the most popular type.
insight Shoppers generally find the fixture well stocked and they
Consumers who did not pre-plan a purchase of steaks or chops, were influenced by their visual appeal on fixture. Influencing pre-store decisions with messages of convenience, modernity and versatility could boost sales.
spend a relatively long time browsing before a final choice is made.The average time at the fixture, for instance, is 37 seconds with the largest group taking up to 20 seconds to decide. Most shoppers (62%) search the fixture before choosing; for those who read product information, the average time at the fixture rises to 68 seconds.
As the meal occasion itself – a meal with a partner or friends – is the most important purchasing factor, consumers find it relatively easy to substitute steaks and chops. more than half of consumers say they would buy a different meat if the product they wanted was not in stock. Only one in five would buy nothing or go to another store. The products most closely associated
time spent at steaks and chops fixture
with steaks and chops are potatoes,
selected item, no comparisons 38%
mean 37 seconds mode 20 seconds (15%)
frozen and salad vegetables and sauces and gravies searched before choosing 62% mean: 46 sec mode: 30 sec (17%)
mean: 26 sec mode: 10 sec (24%)
did not read signage 91% mean: 44 sec mode: 40 sec (14%)
read signage/info 9% mean: 68 sec mode: 35 sec (42%)
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joints Why do consumers buy joints? % Share
Spurred on by tradition
Convenient
21
Product I know
20
Price
14
Buy it regularly
45
The traditional Sunday roast is alive and well, with beef, pork or lamb joints still being considered the weekend lunch meal ‘par excellence’. Eight out of ten shoppers still enjoy the traditional Sunday lunch at home, although one in five will also buy a joint for a midweek or weekend evening meal.
Forty-four per cent of consumers buy a joint once a week.While the ‘I want a joint’ decision may be taken before entering the store, the decision to purchase a particular beef, pork or lamb joint is made in-store. For these shoppers, the fixture is a key prompt: nine out of ten make the decision to buy at that point.
Insight spurred on by tradition
18
Price and appearance are key considerations while consumers are at the fixture. Promotions are an important trigger, with money-off now being the most important. It is also vital to keep the fixture looking interesting and appealing.
19
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joints What triggered consumers on the day of purchase to buy joints? 50 40 % Reasons
Shoppers spend on average 34 seconds at the fixture, and around two-thirds will compare
30
30% 25%
25%
25%
Usually have some in freezer
When I’ve run out
Only buy occasionally
20 Buy regularly
joints before making their choice. Price and 10
appearance are key factors in their decision. 0
The high value of joints make ‘money-off now’ promotions the most appealing, although consumers will take advantage of high value
If the joint is not available – or the price and/or 2–for-1 multi-buys. appearance of the offering is not to the customer’s liking –
insight time spent at joints fixture
selected item, no comparisons 35%
mean 34 seconds mode 20 seconds (14%)
searched before choosing 65% mean: 42 sec mode: 45 sec (14%)
mean: 26 sec mode: 10 sec (19%)
did not read signage 96% mean: 41 sec mode: 45 sec (14%)
Because 16% of respondents who buy joints are aged under 35, the opportunity exists to drive sales by educating young consumers on how easy and convenient it is to cook a joint..Marketing mini-joints as a mid-week meal solution also presents a tremendous opportunity.
it is easily replaced. Over 60% of shoppers will then choose to buy a different joint while 14% would stay within the same type of meat, but buy a different cut (ie. steaks or chops). The products most closely associated with joints are those which one would normally find accompanying the roast: potatoes, frozen vegetables and sauces/gravies.
read signage/info 4% mean: 69 sec mode: n/a sec (-%)
spurred on by tradition
20
21
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sausages Accept no substitute Nothing can quite match up to the good old banger, it seems –
Shoppers often buy sausages
41% of sausage buyers leave a store empty handed if the
as part of a top-up shop (54%)
sausage product they want is not available.With around a third
and, like bacon, the decision to
of sausage fixtures being only half full, it is clear that availability
buy is likely to be made on
is a key area for retailers to focus on in order to avoid
the same day as purchase.
potential lost sales.
Of the 59% of shoppers
Main shop
43
who make the decision before
Top up shop
54
Purchase Type % Share
For the one in five shoppers who opt to buy another meat
Others
entering the store, eight out
3
when sausages are not available, bacon is a popular choice; of ten decide on the day. indeed, sausages are very similar to bacon in that both products are purchased with convenience in mind (45%).Their
If the decision is made after
ease of cooking makes them popular for both breakfast and
entering the store (39%), it
evening family meal occasions.
is more likely to be made at
What triggered consumers on the day of purchase to buy sausages?
the fixture (72%) but other
% Share
triggers can prompt customers to visit the fixture.
Usually have some in freezer
25
Buy regularly
25
When Ive run out
30
Others
20
insight The high incidence of top-up shopping recorded for sausages indicates that consumers never want to be without them. Just as for bacon, therefore, it’s important for retailers not to be out of stock.
insight While consumers believe that promotions are important, sausages (and bacon, too) are regular purchases and consumers won’t be without them, buying them as soon as they run out. It may be, therefore, that promotional expectations for sausages are influenced by the high levels of such activity in-store.
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sausages time spent at sausages fixture
mean 24 seconds mode 10 seconds (28%)
selected item, no comparisons 52%
searched before choosing 48% mean: 33 sec mode: 30 sec (17%)
mean: 18 sec mode: 5-10 sec (50%)
‘Buy it regularly’ and ‘convenient’ are cited by consumers as the main reasons for buying sausages.
did not read signage 89%
Once in-store, shoppers spend an average of 24 seconds at the
mean: 32 sec mode: 20 sec (17%)
fixture, with one in four taking only 10 seconds to add a pack
read signage/info 11%
of sausages to their basket. Despite the relative lack of promotions, sausage buyers think they are reasonably
mean: 42 sec mode: 30 sec (35%)
important, with 2-for-1 deals being the most influential. Potatoes, frozen vegetables, bread/rolls, other meats and salad vegetables are the products most commonly associated with sausage purchases.
insight Fixture organisation and structure could help stimulate purchase. Sausages are a favourite freezer item, so consumers can stock up on promotions: money-off now and 2-for-1 are best.
accept no substitute
Reasons for buying sausages 50
46%
45%
Buy it regularly
Convenient
% Reasons
40 30 20 10
10% Product I know
8% Price
0
24
25
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mince
The mince purchase is likely to be pre-planned, with two-thirds of
Replacement products chosen by consumers when mince is not available
mince shoppers knowing they are
% Share
going to buy it before they even Poultry
29
Beef
25
Pork
20
Lamb
14
Other
12
enter the store. Close to a third of shoppers who buy mince say they will usually have some
Ubiquitous appeal
mince on standby in the freezer at Considered by many consumers to be an essential in the
any given time.
kitchen, mince is popular with shoppers because it is convenient, versatile and easy to freeze. Indeed, the main reasons given by consumers for buying mince are that they do so regularly and that it is a convenient product.
When the decision to buy is made in-store, however, it is usually the fixture that acts as a prompt: 75% of
insight
undecided shoppers make the
While promotions are important, sales are not especially dependent upon them because of the value positioning of mince and consumers’ ability to cherry pick promotions.
decision at the mince fixture.
ubiquitous appeal
Reasons for buying mince 50
46%
% Reasons
40
38%
30 Buy It Regularly
20
Convenient
19%
13% 11%
10
Price
Easy to Freeze
Product I know
0
26
27
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mince Various pasta cut-outs
With mince being such a staple product, it’s little wonder that shoppers find promotions that give
ubiquitous appeal
more product for the same price – such as 2-for-1 multi-buys – very appealing. In fact, mince is more heavily promoted than any other meat, even though the evidence suggests that its value positioning
Shoppers spend on average a very short time at the mince
means it is not especially dependent
counter – all of 26 seconds – but around half (49%) will search
on promotions.
and make comparisons before making up their minds.
insight Consumers don’t spend much time at the fixture, so it is therefore important to keep it well merchandised and vital that retailoers are not out of stock.
Mince is not easy to replace: one in three shoppers will leave the store without buying an alternative meat, or a different type of mince, if the product they want is not available.
time spent at mince fixture
selected item, no comparisons 51%
mean 26 seconds mode 10 seconds (17%)
searched before choosing 49% mean: 41 sec mode: 30 sec (12%)
mean: 18 sec mode: 5 sec (23%)
did not read signage 83% mean: 39 sec mode: 20 sec (14%)
read signage/info 17% mean: 49 sec mode: 45 sec (27%)
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sliced meat When does the consumer decide to purchase sliced cooked meat After entering 30% Before entering 70%
Give us our daily slice Where would we be without the humble sarnie for lunch? While we’re unlikely to eat the same thing night after night for our evening meal, most of us rely on a slice of meat squashed between two layers of bread to get us through the day. And our shopping habits reflect our reliance on the
Where and when are the decisions made? % Share
sandwich: sliced meat is the most commonly purchased meat in the UK. Just before entering
21
Not surprisingly, sliced meat is very strongly associated with the lunch meal
Today
47
occasion, whether packed (40%) or at home (28%).
Within the last week or longer
19
Yesterday
13
Before Entering – Where and when are the decisions made? % Share At the fixture
79
Before reaching the fixture
20
It’s a product that’s almost always on the mental shopping list – almost three-quarters of shoppers know
insight
before entering a store that they are
Many shoppers don’t ever want to be without sliced meats at home and will return for a top-up shop – even before they have run out at home.
going to buy it – and because it is used almost daily, it is purchased more out of habit than anything else.
insight Signage and POP materials could significantly improve this category’s performance and stimulate the purchase of a wider variety of sliced meat products.While promotions are not critical, multi-buys could have a positive effect.
30
31
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sliced meat The sliced meat fixture does not take
Multi-buy and 2-for-1 promotions are the most influential
much time to shop.The average
among this group of shoppers, although they can also be
shopper spends 36 seconds at the
enticed by free gift offers: they know they are buying the
fixture, and 47% of shoppers will
product sufficiently often to ‘save’ for the gift in an
compare the products on offer
acceptable period of time.
before picking up their preferred These consumers generally have a wide range of sliced sandwich filling. However, point-ofmeats which they consider acceptable for sandwiches, so purchase material and signage can if the sliced meat they want is not available, 45% of make them stop and think about shoppers will buy a different sliced meat. Nonetheless, alternatives to their usual choice,
insight
thereby increasing the time they
Improved merchandising and stimulating POP materials offering innovative serving suggestions could further increase sales.
spend at the fixture and also enticing them to try something new.
almost a quarter (23%) of shoppers will buy nothing or go to another store. In keeping with its lunchtime links, sliced meat is very strongly associated with sales of bread/rolls, salad vegetables and mayonnaise.
time spent at sliced cooked meat fixture
selected item, no comparisons 55%
mean 36 seconds mode 10 seconds (15%)
searched before choosing 47% mean: 54 sec mode: 45 sec (13%)
mean: 24 sec mode: 10 sec (21%)
did not read signage 88% mean: 48 sec mode: 50 sec (15%)
Give us our daily slice read signage/info 12% mean: 96 sec mode: 40 sec (35%)
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poultry Expect a special offer Promotions at the fixture play a A versatile product that can be transformed easily from
significant role in converting the
an everyday meal for the whole family into something
undecided and can often prod them
more sophisticated, poultry is a healthy meal option with
in to making a purchase – 80% of
the added bonus of often being on promotion. Indeed,
those shoppers who decide to buy
poultry is the most price-sensitive sector, with customers
after entering the store, make their
expecting to be able to find special offers.
decision at the fixture.
Poultry is a well-planned and very habitual addition to the shopping trolley, with six out of ten shoppers knowing
Reasons for buying poultry 50
beforehand that they are going to buy it.
44%
40
37%
regular purchase and it is convenient. Its perception as healthy, the fact that it is on special offer and price are also mentioned.
% Reasons
The main reasons people buy poultry are that it is a 30 20 10
Buy It Regularly
21% Convenient
15% Healthy
Special Offer
14% Price
0
insight Poultry is the most price-sensitive sector in the meat category where shoppers expect promotional deals, preferring money-off now. It is easy for shoppers to substitute alternative proteins for poultry if it is not available, despite its healthy positioning. Equally, poultry can be a ubiquitous substitute for other proteins.
34
35
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poultry The average shopper spends 30 seconds at the fixture,
Despite the fact that poultry is seen to offer a healthy
with over half (53%) comparing the different products on
meal at a reasonable price, shoppers have no qualms about
offer.This could be due to the relatively high incidence of
replacing it with another meat product if it is not available.
special promotions and leaflets at the fixture, with
Four out of ten shoppers will do so.
shoppers spending time looking for special offers. Rice is an important accompaniment, as are frozen and Money-off and multi-buy offers are the most popular. salad vegetables, potatoes and sauces/gravies.
Related products
What triggered consumers on the day of purchase to buy poultry? % Share
60 51% % Associated products
50
45%
40 30 20 10
Frozen Vegetables
Potatoes
19% Salad Vegetables
17% Rice
14%
Usually have some in freezer
34
Buy regularly
27
When Ive run out
21
Others
18
Sauces/ Gravies
0
expect a special offer
36
37
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chilled ready meals When does the consumer decide to purchase chilled ready meals
Before entering 46%
Be impulsive – spoil yourself
After entering 54%
By far the most impulse-driven meat category, chilled ready meals are purchased as a ‘treat’, with many shoppers ‘spoiling themselves’ by not having to go to the hassle of preparing and cooking an evening meal. Over half (53%) of shoppers only make the decision to buy a ready meal once they have entered the shop – and most of them make their decision at the fixture (83%). However, one in four of those who plan ahead make the purchasing decision up to a week beforehand. This highlights ready meals’ position as a multi-occasion meal solution: in addition to being an impulse ‘treat’, which is often eaten alone, it can also be a very planned purchase and is often kept in the freezer on standby as a convenient weekday evening meal.
insight Chilled ready meals are bought not so much for a specific occasion but to replace cooking, and are used for both ‘spoil myself treats’ and ‘haveto-eat’ occasions. Promotions are not really expected, though moneyoff and 2-for-1 will work.
Before Entering – Where and when are the decisions made to purchase chilled ready meals? % Share Just before entering
24
Today
36
Yesterday
13
Within the last week or longer
27
After Entering – Where and when are the decisions made to purchase chilled ready meals? % Share At the fixture
83
Before reaching the fixture
17
Be impulsive – spoil yourself
Reasons for buying chilled ready meals 60
insight
54%
Consumers will buy on appearance and are often influenced by the visual appeal of the packaging. However, they do expect the product to live up to the promise and will vote with their feet if they feel let down.
50
% Reasons
40 30 20 10 0
38
29% Convenient
Buy It Regularly
10%
9%
9%
Product I Know
Healthy
Easy to Freeze
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chilled ready meals Chilled ready meals are relatively under-promoted, although promotions are important to the shopper, particularly money-off now and 2-for-1 multi-buys. Shoppers are also likely to respond to link offers which help them complete the meal occasion with the minimum of fuss. With a wide range of chilled ready meals to choose from, shoppers tend to spend a relatively long time at the fixture (average 32 seconds). Almost six out of ten will compare the products on offer before making their final decision. Convenience is the main reason consumers buy chilled ready meals, with almost one third of purchasers saying they buy them regularly. If the product they want is not in stock, one in four will use something they already have, rather than replace it with another chilled ready meal or meat product, making it clear that a poorly stocked fixture can result in lost basket spend for the retailer.
time spent at chilled ready meals fixture
selected item, no comparisons 41%
mean 32 seconds mode 10 seconds (14%)
searched before choosing 59% mean: 43 sec mode: 50 sec (14%)
mean: 24 sec mode: 10 sec (24%)
did not read signage 89% mean: 43 sec mode: 40 sec (15%)
read signage/info 11% mean: 43 sec mode: 45 sec (20%)
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Published by: The Meat and Livestock Commission PO Box 44, Winterhill House, Snowdon Drive, Milton Keynes MK6 1AX Telephone: 01908 677577 e-mail:
[email protected] If you would like to receive a copy of the Decision Tree Report or other reports in the Meat Market Insights Series, please contact: The Meat and Livestock Commission on-line at: www.mlc.org.uk Written, designed and produced by b2b Communications Ltd Chessington, Surrey Telephone: 020 8974 2404 © Copyright reserved by The Meat and Livestock Commission
