2 February 2006


Some fascinating stuff from the Danish Bacon and Meat Council:

According to DBMC research, bacon is an impulse purchase for many consumers. Twenty-three per cent of consumers who buy bacon in multiples are not planning to buy it when they enter the store - a much higher proportion than for many other staple foods.

Many consumers - 38 per cent remember in store that they need to stock up while others buy on impulse when they see the fixture. This reflects the commodity nature of bacon - it's often a staple for the fridge that often isn't included on the shopping list.

This reinforces the need to maintain a well-stocked, appealing display and emphasises the need for strong promotional activity. Impulse purchasing patterns underline the need for well-stocked and well-maintained fixtures at all times, as well as the availability of premium products to which an impulse shopper can upgrade.

On average, shoppers spend 20 seconds at the bacon rasher counter, which is longer than at many fixtures in-store. The reason for this extended stay is the nine-step thought process that bacon-buying entails.

Research reveals that the consumer makes the first three decisions in the selection process before he or she enters the store: to look for bacon rashers, the cure (smoked or unsmoked) and the cut (back, middle or streaky). These are subconscious decisions based on habit and preferences.

The second stage is a conscious process. A consumer will, on average, consider two or three products, comparing in order, leanness, packaging, price promotions and the number of rashers. Then they decide which product to buy.

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