Retailers are losing out on savoury snack and sandwich sales thanks to poor availability and inappropriate store layout.
Over a quarter of sales in the chilled cabinet occur between 4pm and 10am, outside the traditional ‘lunchtime’ period, according to new research conducted by Shopping Behaviour Xplained on behalf of Cornish manufacturer Ginsters.
But this is the time when sandwiches and savouries are most likely to be out of stock.
“Historically retailers run stock down in the afternoon to reduce waste. However, this presents consumers with poor product offering in the evening and until the next delivery arrives sometime during the next day,” said Ginsters category controller Sophie Colquhoun.
The video observation of 2,000 shoppers showed that 90% of those interacting with the chilled savoury and sandwich category had no other products with them when they arrived. This indicates that a product from this category was their first choice for the meal occasion.
Research by Harris International Marketing suggests 27% of shoppers would go to another store and 7% would give up if they could not find the sandwich or savoury they desired.
Lack of availability also influences the purchase of associated products, because
40% of sandwiches are bought with a drink, 18% with a salty snack and 7% are bought with confectionery.
The video research found consumers spend a relatively long time - 40 seconds - making their choice. Retailers who placed their ‘food to go’ fixture near the front of the store achieved around 30% of impulse sandwich and savoury sales plus associated purchases while stores with fixtures at the back gained only 7% of impulse sales.
The findings back up Ginsters’ National Lunch Break Day project which showed that 23% of workers buy lunch on their way in to work to avoid leaving their desk at lunchtime. Also, over 70% of sandwiches sold are meal replacements and the longer working day means evening snacks are customary.
The company has created a business model, Food on Demand, on the back of the research. Among others things this ensures its top five products are available at 5pm and 5am.
Siân Harrington
Over a quarter of sales in the chilled cabinet occur between 4pm and 10am, outside the traditional ‘lunchtime’ period, according to new research conducted by Shopping Behaviour Xplained on behalf of Cornish manufacturer Ginsters.
But this is the time when sandwiches and savouries are most likely to be out of stock.
“Historically retailers run stock down in the afternoon to reduce waste. However, this presents consumers with poor product offering in the evening and until the next delivery arrives sometime during the next day,” said Ginsters category controller Sophie Colquhoun.
The video observation of 2,000 shoppers showed that 90% of those interacting with the chilled savoury and sandwich category had no other products with them when they arrived. This indicates that a product from this category was their first choice for the meal occasion.
Research by Harris International Marketing suggests 27% of shoppers would go to another store and 7% would give up if they could not find the sandwich or savoury they desired.
Lack of availability also influences the purchase of associated products, because
40% of sandwiches are bought with a drink, 18% with a salty snack and 7% are bought with confectionery.
The video research found consumers spend a relatively long time - 40 seconds - making their choice. Retailers who placed their ‘food to go’ fixture near the front of the store achieved around 30% of impulse sandwich and savoury sales plus associated purchases while stores with fixtures at the back gained only 7% of impulse sales.
The findings back up Ginsters’ National Lunch Break Day project which showed that 23% of workers buy lunch on their way in to work to avoid leaving their desk at lunchtime. Also, over 70% of sandwiches sold are meal replacements and the longer working day means evening snacks are customary.
The company has created a business model, Food on Demand, on the back of the research. Among others things this ensures its top five products are available at 5pm and 5am.
Siân Harrington
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