Business challenge
A British food-to-go (FTG) retailer was aware of their strong category penetration, and how successful they are amongst their core customers. However, there was an opportunity to encourage more FTG shoppers to choose them and to encourage more groups of people to consider them as an option at different food occasions. They wanted to understand how to increase their appeal, and as such wanted to consider people of all backgrounds and what their barriers and needs might be when shopping for FTG.
Our approach
We ran an Online Quantitative Survey:
- N=4,401
- The survey took approximately 30 minutes to complete
- We covered a range of topics including; purchase behaviours, drivers of purchase, brand perceptions, relative importance of different factors, attitudes towards health, sustainability, and inclusivity, and media consumption.
- We ensured there was a robust sample behind a variety of ages, regions, diets, and ethnic groups in order to reflect the diverse nature of the FTG consumer.
Outcome
The research uncovered the driving factors behind a consumer’s FTG purchase choices. We were also able to make recommendations to the client on how to increase their appeal among groups they have historically not done as well with, identifying location, alternatives lower in sugar/salt, and effective range communication as key areas to focus on.