Yogurts must be one of the biggest categories that shoppers encounter in any grocery store and it’s an innovative one that keeps shoppers interested. Yogurts tend to be a weekly purchase and shoppers’ familiarity with the display was evident.
They approached the display in each case by turning the corner of the previous aisle and then looking down the long colourful display of yogurts and fromage frais.
The category is heavily price promoted with bogofs and price reductions, which a few shoppers thought made the task of choosing yogurts more difficult.
Shoppers favoured the special offers that were clearly marked and showed the saving that was to be made.
Again this is a category where a lot of shoppers are buying for the family and different formats for different usage occasions. Children’s yogurts/fromage frais for lunchboxes and for meal times were purchased and these parents bought into the offers.
Shoppers buying the lunchbox yogurts were appreciative of the format and felt that the children were having at least one healthy item in their lunchbox. They were, however, frustrated by the out of stocks, especially with products on promotion.
One shopper observed what a good idea signs that pointed out new products on the fixture were. Others said they were overwhelmed by the array of brands/flavours and colours. Fixture displays relied on the products to indicate demarcation between the sectors, but this failed to satisfy some customers. The children’s section was clearly identifiable as were chocolate-based products, but the others blurred, making it hard work for shoppers to track down their intended purchases.
The complexity of the fixture could be one reason why shoppers tend to buy the same brand unless prompted to change by an offer. We saw some classic ‘grab and go’ behaviour, mainly in the children’s section for the lunchbox items and with some of the multipacks. Some shoppers were seen moving up and down the aisle trying to locate their product, but this did not take too long.
Packs were studied for flavours and fat and sugar content and the message seems to have got through that low fat doesn’t necessarily mean low in calories.
The way the nutritional information was displayed was thought to be clear and easy to understand by the health conscious consumers.
Children at a very early age were actively involved in the purchase. Some parents were showing the children the pack they had selected and talking about it as they put it in the trolley. Older children, from four upwards, were often allowed to make the choice, some even making the selection from the shelf, where they were able to reach. Some mothers stepped in and made the choice based on the promotion, which they then explained to the child.
Parents seem well aware of pester power attached to yogurts and the influence on their children of what they see in their friends’ lunchboxes, like one 10-year-old boy who was looking for the new Müller Corners that contained the McVitie’s Chocolate biscuits bits his school friends had.
They approached the display in each case by turning the corner of the previous aisle and then looking down the long colourful display of yogurts and fromage frais.
The category is heavily price promoted with bogofs and price reductions, which a few shoppers thought made the task of choosing yogurts more difficult.
Shoppers favoured the special offers that were clearly marked and showed the saving that was to be made.
Again this is a category where a lot of shoppers are buying for the family and different formats for different usage occasions. Children’s yogurts/fromage frais for lunchboxes and for meal times were purchased and these parents bought into the offers.
Shoppers buying the lunchbox yogurts were appreciative of the format and felt that the children were having at least one healthy item in their lunchbox. They were, however, frustrated by the out of stocks, especially with products on promotion.
One shopper observed what a good idea signs that pointed out new products on the fixture were. Others said they were overwhelmed by the array of brands/flavours and colours. Fixture displays relied on the products to indicate demarcation between the sectors, but this failed to satisfy some customers. The children’s section was clearly identifiable as were chocolate-based products, but the others blurred, making it hard work for shoppers to track down their intended purchases.
The complexity of the fixture could be one reason why shoppers tend to buy the same brand unless prompted to change by an offer. We saw some classic ‘grab and go’ behaviour, mainly in the children’s section for the lunchbox items and with some of the multipacks. Some shoppers were seen moving up and down the aisle trying to locate their product, but this did not take too long.
Packs were studied for flavours and fat and sugar content and the message seems to have got through that low fat doesn’t necessarily mean low in calories.
The way the nutritional information was displayed was thought to be clear and easy to understand by the health conscious consumers.
Children at a very early age were actively involved in the purchase. Some parents were showing the children the pack they had selected and talking about it as they put it in the trolley. Older children, from four upwards, were often allowed to make the choice, some even making the selection from the shelf, where they were able to reach. Some mothers stepped in and made the choice based on the promotion, which they then explained to the child.
Parents seem well aware of pester power attached to yogurts and the influence on their children of what they see in their friends’ lunchboxes, like one 10-year-old boy who was looking for the new Müller Corners that contained the McVitie’s Chocolate biscuits bits his school friends had.
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