Exploring What Influences Shoppers’ Choices in the Snack Aisle
Shoppers often plan their shopping trips, but when it comes to snacks and sweets, the real decisions aren’t made until they get in the aisle, according to new insights from 84.51°.
The most recent Consumer Digest from retail data science company Kroger Precision Marketing, powered by 84.51°, reveals that snack and sweets brands need to show up in stores and on shelves if they want to keep landing in shoppers’ carts.
While nearly two out of three shoppers report knowing the type of snacks they’ll buy before heading to the store, the critical final decisions happen in the moment, with 55% of respondents saying they don’t decide on a specific brand until they’re shopping. And, 60% also don’t know how much they will buy, just that snacks are on their list.
Consumers do know their favorites and even how much of their budget should go toward the category, with 57% setting their snack budget in advance. However, that’s where price comes into play and ultimately dictates in-store decisions.
Looking for a Good Promotion
Promotions are the top trigger for impulse snack purchases, the report found. Consumers can also be swayed if hunger or a craving hits while they’re in the snack aisle, which comes in as another large trigger when shopping.
But the good news for brands is that there is more they can do to get their products into carts. Eye-catching new products, in-store displays and personalized coupons round out how consumers ultimately buy in the category.
Consumers Want What’s Real
What consumers look for on shelves, even in a category like snacking, has changed significantly, according to the study, as consumers’ nutritional awareness continues to grow. Ingredient claims are the biggest factors in purchase decisions. Nearly three out of four shoppers said it’s important for snacks to be made with real ingredients, and half look for products with low or no added sugar.
Protein and fiber claims are also a driving factor today as shoppers increasingly prioritize these nutrients in all aspects of their diets.
Price Still Wins With Sweets
Nearly 50% of shoppers reported that they are buying fewer premium sweet treats because of higher prices elsewhere, as well as on fewer occasions. But as price comes in as the strongest determinant reshaping consumers’ decisions, other factors still play a part.
Many consumers (43%) are cutting back on larger pack sizes, which isn’t surprising considering the continued focus on healthier eating.
Occasions Call for Snacks
Chips and salty snacks are consumers’ top go-to for occasion snacking at this time of the year, namely the NCAA men’s basketball tournament. Considering Kroger reported selling more than 20 million bags of chips during last year’s tournament, brands should bring their big game to stores during this timeframe. It will pay out in their baskets this month.
Similarly, 71% of households planned to celebrate Valentine’s Day this year, giving sweets brands a reason to show up in stores.
