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Over A Quarter Of All Shoppers Are Open To 'Conversational Commerce', Reports IGD
Shoppers are showing an interest in voice-activated technology to make their food and grocery purchases from home, with three in 10 (28%) shoppers claiming to be interested in using a voice activated device at home to add food or grocery items to their online basket in the future, according to new research from food and grocery research organisation IGD.
This ‘conversational commerce’ is just one way shoppers are looking to innovate in the way they buy their food and groceries. Today, IGD research shows the online grocery market is worth £10.4 billion and in the last month, some 41% of all British shoppers say they have bought some of their food and groceries online. More convenient solutions for shoppers to order and receive their products online could also drive appeal – 19% also envisage that it’s likely they may be buying their food and groceries online and getting them delivered to a secure refrigerated locker near their home in the next 2-3 years. In the same time period, nearly a quarter (24%) say they see themselves signing up to an online subscription service to get grocery products they use regularly delivered to them automatically.
As shoppers look ahead to the future, IGD’s research suggests a continuing evolution in the channels and modes used by shoppers. Six in ten (60%) shoppers predict they will be shopping online for some of their groceries in the next 2-3 years. IGD forecasts the online grocery channel to grow 53.8% to be worth £16 billion by 2022, which represents a growth in share of the total grocery market from 5.6% to 7.5% and also highlights the ongoing critical importance of physical shops.
Vanessa Henry, Shopper Insight Manager at IGD, said: “With the recent news that Amazon is set to purchase Whole Foods Market, we see the blend of on and offline grocery shopping moving closer to shoppers and our research highlights just how much food is at the forefront of shopper thinking when considering what technological advances might be available in future.
“The more time-deprived, budget-focused and busier in general shoppers become, the more appealing the convenience of online is, so it’s no surprise that we’re anticipating growth in this area. Knowing what shoppers are looking for in this channel, retailers must now look to deliver solutions online that help them browse and make purchases quickly and easily while offering value for money.”
But it isn’t just online shopping platforms that shoppers associate most with technological advancements for making food and grocery purchases. IGD’s research identified the use of technology in-store to be a key interest of shoppers, with just under half (48%) saying they are interested in using touch screens in-store to find out more information about products, and 43% demonstrating an interest in using their mobile to scan and pay for items without going through the till.
Shoppers also see opportunities with technology to take advantage of offers and save money. Indeed, 44% of shoppers like the idea of receiving personalised offers on their phone in different parts of the store, with 42% saying they would be interested in being alerted to relevant offers on their phone when they are near a store.
As online grocery shopping rises in popularity, over one in five (22%) shoppers also welcome the idea of their food and groceries being delivered to them by drones or robots in the future.
Toby Pickard, Senior Innovations and Trends Analyst at IGD, said: “We live in an increasingly ‘on-demand’ and connected world where consumers expect a frictionless shopping experience. We’ve identified one-click ordering and voice ordering as a global trend that is helping shoppers to achieve this. What appeals most to shoppers who are positive about this technology is the potential for convenience and ease, therefore the simplicity of one-click and voice ordering could be a winning formula. Companies utilising innovations like these can lock shoppers in to achieve loyalty, and for those looking to succeed in this area, delivery systems will need to become smarter, more flexible, efficient and responsive.”
Nutrition labelling is the provision of information about the nutritional content of individual food products.
It is most commonly applied to pre-packaged food and beverage products, but comes in a variety of formats. Variables include: the type and number of nutrients labelled, the reference values used, whether the information appears on front-of-pack (FOP) or back-of-pack (BOP) and whether the label gives any interpretative guidance to the consumer.
The rise of overweight and obesity has focused policymakers’ attention on the provision of nutrition information as it is hailed as an important instrument in promoting healthier eating habits. In some countries, government regulations for nutrition labelling have been in place for many years; others have only recently developed a statutory framework for the provision of nutrition information. In both circumstances, the provision of nutrition information on the FOP is becoming an increasingly prominent policy issue. Meanwhile, voluntary FOP nutrition labelling initiatives proliferate.
A number of studies in recent years have examined how consumers perceive and use nutrition labels and assessed consumer preferences for different nutrition labelling schemes. This Global Update seeks to provide a comprehensive overview of the state of play on the issue today: What are the major nutrition labelling initiatives adopted or in the pipeline to date? How do they work? What do the various stakeholders say? Where is the debate heading? What does the research show? The key objectives are as follows:
* To give an up-to-date, comprehensive snapshot of the situation worldwide. * To evaluate research and practical experiences to date, so as to identify examples of best practice. * To highlight emerging trends and remaining knowledge gaps. * To suggest ways forward, particularly with respect to consumer research.
A new report launched today by Kantar Worldpanel looks at the strategies that brands can employ to achieve a successful new product launch.
Using its unique shopper panel data, Kantar Worldpanel has created a new metric for understanding where and how a new product adds value. It tracks a shopper’s changed behaviour because of the new launch, when compared to what they would normally have done.
A new launch can be successful in different ways. It can win for the manufacturer alone, taking share from other brands. Or, in the very best cases it can grow the category as a whole.
The analysis focuses on significant launches that reach minimum thresholds of success and reveals that all these launches are beneficial for the manufacturer. Almost half (46%) have a positive impact on category sales as a whole, and in 19% of the cases, the impact on the category spending can be considered strong. Attracting new shoppers to the category is extremely hard - less than 1% of cases studied - but it’s very valuable when it does happen. The most reliable way to achieve a positive category impact from a new product launch is by trading shoppers up to buy a more expensive product, but in many cases a higher price comes at the expense of volume.