This month’s insights are all about the topic of food promotions. We asked women from our trusted panel to tell us their views on food promotions and sampling new food products. Read on to find out more about 5 Key Insights From Women About Food Promotions and to download our free insights report.
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This month’s Insights report gives feedback from women and insights into their views on food promotions and sampling when shopping. To gather this, we partnered with Innovate Solutions who carried out an online survey, then MyInsightsOnTime ran an online focus group with our trusted panel on our private platform.
5 Key Stats on Food Promotions and Sampling
An online quantitative survey of 23 questions was distributed via email to 388 Irish female consumers across the country. The survey was active for 7 days and the total number of complete responses was 105.
Key stats for Food Promotions and Sampling New Products
- 43% of shoppers look for the best deals at their preferred supermarket
- 60% of shoppers prefer vouchers either sent in post or given at till
- 21% shop for non-perishable treats in September and October to put away for Christmas
- 88% of consumers would be happy to be sent samples to try at home
- 59% of shoppers have tried new products that were on offer where they normally shop
Online Focus Group Insights
An Online Focus Group was carried out on the MyInsightsOnTime private platform in September 2020 with 30 women from our trusted panel from across Ireland.
Here are some of the key insights and feedback:
Special Offers on The Grocery Shop
“I like the offers where I get more for my money. So I don’t mind buying extra items, like 3 for 2, once I know it’s something I will use. Also if I see something that I don’t need right now but know I will eventually use, I will buy extra if the price is particularly low.”
How Shoppers Prefer to Receive Vouchers
“I get paper vouchers for Tesco, Supervalu and Dunnes. I am also signed up to company websites that occasionally send out free coupons, like Glenisk. It’s a great way to try out new items.”
How Early are Shoppers Buying for Christmas?
“I usually start at Halloween, I buy things on offer and store them away.”
Sampling of New Products
“I used to try things in store but haven’t seen any in a long time. Even preCovid. A good money off promotion I feel is the way to bring new items to market. I’ll try it if it’s discounted as then I don’t feel too bad if I don’t like it.”
What Makes People Try New Food Products
“So I tried a few items from the Kickstarter campaign in Lidl. They had good advertising for it in store and on the app. I also did try a new Danone yoghurt because a girl on Instagram mentioned it and we loved it.”
Key Recommendations for Brands
- In-store vouchers are clearly not popular so make sure shoppers have vouchers before they go shopping (post, email, online)
- Christmas shopping does start early, so selective promotions on non-perishable items could drive up sales of these categories.
- Shoppers like samples but with the current situation consider giving packaged samples before or at the checkout for them to try at home, as a great way to get them to try your product. In addition, partnering with a testing company to get a panel for home tests is the ideal way to introduce your product to consumers and get feedback on different elements of the product.
Download This Month’s Free Insights Report
For more stats and insights into what women feel about food promotions and sampling new products, download this month’s free Insights report on 5 Key Insights From Women About Food Promotions.
In the report you’ll get in-depth survey stats, drill-down insights and recommendations.