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July 2008

GETTING ON TREND FOR TOMORROW'S SHOPPERS Gerardine Padbury, Senior Consumer Analyst, IGD. IGD Overview Nick Downing, Sales Manager. July 2008. Overview of IGD. IGD providing thought leadership at the heart of the food and grocery industry.

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July 2008

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  1. GETTING ON TREND FOR TOMORROW'S SHOPPERS Gerardine Padbury, Senior Consumer Analyst, IGD IGD OverviewNick Downing, Sales Manager July 2008

  2. Overview of IGD IGD providing thought leadership at the heart of the food and grocery industry • International organisation based in the UK specialising in: • grocery retailing, • supply chain, • category management • shopper research • Over 600 voluntary members spanning the demand and supply chain • Research focuses on the major international developments • Charity raising funds through international trading company

  3. Future Shoppers Generating insight about tomorrow’s shopper Key trends shaping tomorrow’s shopper Source: IGD Consumer Unit, 2008

  4. Choice Challenge Too much choice can impact sales Choice editing ‘Choice is good’ Source: IGD Consumer Unit, 2008

  5. Satisfying Niche Demands Source: IGD Consumer Unit, 2008

  6. Even customising to the individual Source: IGD Consumer Unit, 2008/Springwise.com

  7. The drivers for the masses… Source: IGD Consumer Unit ‘The Next Big Food Thing’ 2006

  8. Exclusive • Speciality • Brands • Pre-prepared • Food to go • Packaging • Organic • Fairtrade • Local • Country of Origin • Added Health • Benefits • Customized • Tasty • Exotic • Single serve/portions • Assurance Schemes • Environmentally friendly • Organic • Fresh Delivered in a variety of ways Indulgence, luxury Convenience Production Values & Ethics Health, nutrition, wellness Source: IGD Consumer Unit, 2007

  9. Sharp rise in ethical purchasing Source: IGD Consumer Unit, 2008

  10. Many have begun to shop ethically 75% are actively looking to buy at least one Interested in Actively look to buy Source: IGD Consumer Unit, 2008

  11. Mapping the different ethical shopper segments Ethical Evangelists 15% Focussed Followers 27% Blinkered Believers 16% No. of ethical shopping areas actively look to buy Aspiring Activists 21% Conscience Casuals 21% No. of ethical shopping areas interested in Source: IGD Consumer Unit, 2008

  12. Responding to ethical demands

  13. Purchasing for health also increasing * Statement included from 2004 Source: IGD Consumer Unit, 2008

  14. Health claims which encourage purchasing 23% 10% 14% 25% 4% 5% 1% 18% not influenced by any of the claims mentioned to purchase food and drink Source: IGD Consumer Unit, 2008

  15. Benefits for older shoppers Well we know cholesterol's bad for us so we’ll have that Whereas with Benecol, I was told at the hospital that they are the best for cholesterol and everything and that was the hospital. Tick marks indicate where numbers are significantly different to shoppers in younger age groups. Source: IGD Consumer Unit, 2008

  16. Benefits for parents I think you know that Calcium is going to be strong for the bones. Tick marks indicate where numbers are significantly different to shoppers with no children under 16 years old Source: IGD Consumer Unit, 2008

  17. Responding to health demands Source: IGD Consumer Unit, 2008

  18. Ticking more than one box Ethical Health Convenience Provenance Indulgence

  19. Ticking more than one box Ethical Provenance Health Convenience Indulgence

  20. Packaging innovation

  21. Innovating for tomorrow’s shopper • Understand the big trends • What is happening in the wider environment • The role of science and technology • Learn from other industries

  22. For further information please contact: Gerardine Padbury gerardine.padbury@igd.com or 01923 851 906 For more information on IGD commissioned research: http://www.igd.com/bespoke For more information on IGD’s Shopper Online: http://www.igd.com/theshopper

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