Shopping for food is not enjoyable, according to main grocery shoppers polled by Ipsos on behalf of IGD and sponsor Müller Dairy (UK). In fact, for most of them it is a tedious chore.
Even though there has been a growth in the number of foodies (people who see food as a source of pleasure), a new group has emerged that IGD is terming ‘fuelies’. These shoppers buy food the same way they buy motor fuel, seeing it as a boring and essential commodity rather than an enjoyable part of life.
Indeed, 7% of people feel unhappy about eating and this figure rises to 17% when a child is present.
“Even the most enthusiastic foodie can only really indulge his interest a few times a week and, for many, food may be a very peripheral concern, fighting for attention with children, work, leisure, travel and a whole range of other concerns,” says Müller sales director David Potts.
The main source of irritation for consumers who have a negative experience of a typical major food shop is checkouts (42%), followed by unpacking at home (32%) and parking (17%), among others.
So how could the existing supermarket experience improve?
Well, it seems that availability is not only top of the industry’s mind. Nearly half (47%) of people cite improved availability of products, while 39% say no checkout queues, 31% would like products to be easier to find and 27% want better trolleys.
There is also room for retailers to take a lead in improving service. When presented with a list of new services that could be offered, 37% say they would like to see a checkout runner - dedicated staff to fetch forgotten items or deal with other issues - while 33% are keen to have bag packers and 25% would like specialist advisers in categories.
When it comes to food preparation, 29% of respondents find preparing new meals ‘not very easy’ or ‘not at all easy’. Lack of inspiration appears to be a key barrier. There is also a strong correlation between poor cooking skills and lack of interest in TV food programmes.
“There are still lots of opportunities to further delight foodies but also to convert the fuelies to take pleasure in food,” says IGD chief executive Joanne Denney-Finch.
“Getting the basics right is fundamental but, beyond that, an imaginative approach is needed to create interest and excitement so shoppers see food as a fundamental pleasure,” she says.
Even though there has been a growth in the number of foodies (people who see food as a source of pleasure), a new group has emerged that IGD is terming ‘fuelies’. These shoppers buy food the same way they buy motor fuel, seeing it as a boring and essential commodity rather than an enjoyable part of life.
Indeed, 7% of people feel unhappy about eating and this figure rises to 17% when a child is present.
“Even the most enthusiastic foodie can only really indulge his interest a few times a week and, for many, food may be a very peripheral concern, fighting for attention with children, work, leisure, travel and a whole range of other concerns,” says Müller sales director David Potts.
The main source of irritation for consumers who have a negative experience of a typical major food shop is checkouts (42%), followed by unpacking at home (32%) and parking (17%), among others.
So how could the existing supermarket experience improve?
Well, it seems that availability is not only top of the industry’s mind. Nearly half (47%) of people cite improved availability of products, while 39% say no checkout queues, 31% would like products to be easier to find and 27% want better trolleys.
There is also room for retailers to take a lead in improving service. When presented with a list of new services that could be offered, 37% say they would like to see a checkout runner - dedicated staff to fetch forgotten items or deal with other issues - while 33% are keen to have bag packers and 25% would like specialist advisers in categories.
When it comes to food preparation, 29% of respondents find preparing new meals ‘not very easy’ or ‘not at all easy’. Lack of inspiration appears to be a key barrier. There is also a strong correlation between poor cooking skills and lack of interest in TV food programmes.
“There are still lots of opportunities to further delight foodies but also to convert the fuelies to take pleasure in food,” says IGD chief executive Joanne Denney-Finch.
“Getting the basics right is fundamental but, beyond that, an imaginative approach is needed to create interest and excitement so shoppers see food as a fundamental pleasure,” she says.
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