Going to the Next Level of Understanding Shopper Needs

There have been plenty of studies on the importance of supermarkets winning back meals each week. But, in The Coca-Cola Retailing Research Council study http://www.cokesolutions.com/BusinessSolutions/Studies/Eating_In_2010.pdf you will find a lot of practical ways to do it. This newest study shows food retailers how to put a deeper understanding of shopper “need states” to work in winning meals to be eaten at home.

The NPD Group www.npdgroup.com authored-study takes need states down to meal occasions; i.e. the needs that households want to satisfy during different types of meals. There are actually more meal occasions than you may think; the study defined seven specific meal occasions and that is just for dinner including:

  • Last-minute no-brainers
  • Thrifty repeats
  • Tasty creations
  • Nourishing fare
  • Kid’s delights
  • Family entertaining
  • Hearty fare

I think the power of using need states becomes even clearer when you look at building promotions targeting the most common dinner occasion; i.e. last-minute no-brainers.

Turns out consumers know that when members of their households are in this need state they:

  • Are hungry and want something fast
  • It can be simple, but must be easily at hand
  • May be eating alone or just earlier or later than the rest of the family
  • Are more interested in finishing than enjoying the meal
  • Are more likely to be eating this way on weekends

When you look at upside potential for all the dinner need states, it adds up. For a food retailer doing $500,000/week in a store, it’s worth more than $5,100/week.

Bill Bishop
Research Director
NACS/Coca-Cola Retailing Research Council
Founder, Willard Bishop Consulting and Chief Architect ClickMeetsBrick http://www.brickmeetsclick.com

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