Spreads and preserves is one of the quieter categories Visuality has visited. Even in one store where it was located close to the bakery, the smell of warm bread did not seem to tempt shoppers to the fixture.
Nearly half of all shoppers visit the category about once a month, with 28% visiting once a fortnight.
This means that when they do get to the display, it should be working hard to encourage involvement and educate them about the wide variety of products and different variants. Jam with no bits, reduced sugar and easy-to-spread honey were available, but most shoppers were unaware of these introductions.
The majority of shoppers at the fixture had planned to make a purchase (84%). The few unplanned shoppers said they had remembered that they needed marmalade or jams when they walked past the display.
Own label was purchased by 57% of shoppers.
Shoppers are loyal to their brand, with 84% always buying the same one, but are also looking for value and will buy into another brand if it offers better value for money and they feel reassured of the taste.
The low sugar/reduced sugar healthier products were of interest to a few other shoppers. “I hate not to eat toast and marmalade but if I can buy reduced sugar marmalade, every little bit helps,” said one.
A third of shoppers always buy from the spreads and preserves fixture or don’t really think about the buying decision. These shoppers treat the product as a commodity. They know they need it and all they require to make a purchase is visibility of their pack. This is positive behaviour in terms of repeat purchasing but means that shoppers are not engaging with the display when the opportunities for incremental and impulse purchases can be realised.
If the desired product were unavailable, half of the shoppers would choose a different brand or variant. Only a few said they would buy it elsewhere, while the remaining shoppers said they would leave it until next time they were in the shop.
Visuality asked shoppers what would make them consider trying a new product. Promotions and sampling were the two most frequently mentioned triggers, followed by recommendation from a magazine or a friend. Another prompt was a special occasion such as Christmas or having visitors to stay, when they would look to buy a premium brand. The main way they identified premium was through price rather than any cues in the packaging.
Some shoppers said they found it difficult to compare types, for example strawberry jams, when they were laid out by brand rather than by type. The colour inside the jar is one of the first things they looked at and then the picture of the fruit and the description.
Buying jams seemed to cause some to spend longer at the display than they wanted as they tried to differentiate between the variants and then check they had picked up the right one. “All the products on shelf just blend in, nothing stands out except for the honey, and I have to search for what I want,” said one.