Almost half of British shoppers are actively looking out for new groceries when shopping, with a third of shoppers saying they’ve bought a new product in the last month, according to the latest research from international food and grocery expert IGD.
This finding suggests that in post-recession Britain, shoppers do still have an appetite for innovation and are keen to experiment and try something new.
Findings from IGD’s shopper-led Product and Range Innovation report also revealed that the top five features that encourage British shoppers to buy a new product are:
· If the product is ‘healthier’ (27%)
· Whether it is ‘better quality’ (23%)
· If it offers better ‘performance’ (21%)
· Whether there is an ‘interesting flavour/smell or recipe’ (19%)
· If it ‘makes life easier’ (18%)
According to shoppers, the top four categories at providing new products are laundry and cleaning products (23%), toiletries (22%), fruit and vegetables (18%), and breakfast cereals (18%).
Joanne Denney-Finch, chief executive at IGD, said: “At a time when money is tight, retailers and manufacturers should not walk away from innovation – shoppers haven’t.
“In 2005, 47% of British shoppers said they were consciously looking out for new grocery products when shopping. Five years on, and even post-recession, British shoppers still have an appetite for new products – but what they’re looking for is changing.
“As we enter a new landscape, companies must address the evolving needs of today’s shoppers through their research and development, and continue to push technical boundaries, delivering new exciting groceries for British consumers.”
Source: IGD
