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* Shopper Trends 2009: Food Shopping in a Recession 13/02/2009 *
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Shopper Trends 2009  

Tracking shopper trends for food and groceries during a recession

  

It has never been more important to keep your finger on the pulse of British shoppers. IGD’s Shopper Trends 2009: Food Shopping in a Recession will help you identify the opportunities and threats as you aim to meet the evolving needs of shoppers in a time of unprecedented economic uncertainty.

With budgets stretched, what does this mean for areas which have been growing in recent years such as health, ethics and provenance? Are shoppers managing their money by shopping around, scrutinising price more or reducing waste and planning better?

Tracking shopper attitudes and behaviours at a time when shoppers are struggling to make ends meet, this report looks at how shoppers have changed in recent years and particularly in the latest year to manage household food budgets while still ensuring that other factors are met such as health and ethical credentials. Areas explored include:

  • Price
  • Convenience
  • Animal welfare and provenance
  • Health and wellbeing
  • Cooking from scratch
  • Food waste reduction

 
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Despite the worsening economy and stronger focus on what shoppers are paying for food, our latest Shopper Trends research tells us that shoppers are not disregarding their values.

Shopper Trends 2009: Food Shopping in a Recession will help you to:

Understand the importance of a range of factors in shoppers’ decisions surrounding product and store choice

Identify what is important to shoppers when choosing a store and determine what improvements are required to appeal to shoppers in the future

Recognize the opportunities for your product based on shoppers’ needs including new product development, distribution channels or product marketing

Consider how attitudes to health are changing and what impact this might have on your business

Discover how you can gain competitive advantage at a time when shoppers are becoming increasingly demanding and scrutinising value more closely
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RESEARCH OBJECTIVES AND KEY QUESTIONS
  • Research methodology
A CHANGING ECONOMIC ENVIRONMENT
 
ATTITUDES TO SHOPPING AND COOKING
  • Shopper Segmentation
    • Food Aficionados
    • Tolerant Taskers
    • Chore Haters
STORE CHOICE
  • Price
  • Convenience
  • Ranging
  • Heritage and Customer Service
  • Improvements to Food Shopping
    • Making Food Shopping Better: Price
    • Making Food Shopping Better: Production Values
    • Making Food Shopping Better: Improved Access
    • Making Food Shopping Better: Information
DRIVERS AND PRODUCT CHOICE
  • Price
  • Heritage and Provenance
  • Health
  • Production Values
  • Decisions Made Prior to Shopping
  • External Influencers
ACTIVITIES FOR A HEALTHY LIFESTYLE
  • Not Doing Anything
  • Non Food Related
  • Reduce Energy Intake
  • Reduction of Certain Nutrients
  • Increase Certain Food Intakes
FOOD PRODUCTION CONCERNS
  • Hygiene
  • Animal Welfare
  • Health and Safety
  • Environmental
SPECIFIC FOOD PURCHASES IN THE LAST MONTH
  • Health
  • 'Free From' Options
  • Environmental and Ethical
REDUCING WASTE
 
COOKING FROM SCRATCH
  • Reasons Not to Cook from Scratch
  • Reasons to Cook from Scratch
SUMMARY OF KEY TRENDS
  • Price and Promotions
  • Convenience
  • Health
  • Local and Provenance
  • Animal Welfare
  • Environment
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This report is available as part of ShopperVista, IGD’s online Shopper Insight subscription service. To access this research or to find out more, please log-in here
 
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