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People working within the grocery industry think about food and drink all the time - particularly our own - but consumers often see things very differently.
For many, shopping, cooking and eating are only peripheral concerns, to be packed into a schedule already crowded with childcare, education, work and leisure pursuits. Food and drink must fight hard to gain and keep share; not just share of consumer spending, but also share of consumer attention and interest.
And it doesn’t always win.
Worryingly, the section of the grocery shop that elicits the greatest interest and most positive response from shoppers is browsing the non-food sections of the store. The food and drink sections come a poor second.
And who would have thought, for example, that only half of consumers really like eating? Or that 1 in 20 consumers actually dislikes eating? And that’s just for meals eaten by adults. Add children to the mix and things deteriorate further. Only 4 out of 10 really enjoy eating meals with their children and 2 out of 10 dislike them (the meals, not the children).
Overall, only a minority of consumers seem to really enjoy their grocery experience. The majority are, at best, indifferent and some actively dislike what is on offer.
This is a major issue which the grocery industry must come to grips with or risk losing customers, particularly younger customers and those with children, the two groups that appear to be most disaffected.
Fortunately, however, the answers as well as the challengers can also be found with consumers. To see what they had to say, and to view their ideas for improving the shopping and eating process, download your copy of the research below:
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