Shopper behaviours refer to the various preferences, actions, and decisions that inform & show when consumers make purchase decisions.

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Shoppers' motivations resemble an iceberg - only a small part is visible, while the rest lies deep beneath the surface. Hidden motivations influence consumers to choose specific products or brands, sometimes without them even realising it. These motivations can stem from a myriad of factors. Previous experiences, emotions, perceptions, and social influences - all working together beneath the surface to shape consumer behaviour.

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The Current Data Gap: Limited Insights into Shopper Motivations 😔

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A wide range of factors influence consumer food choices, with four common areas:

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‍Health Interests or Weight Concerns 🍏 Some consumers consider their health when making decisions about food purchases. They pick healthy foods or choose to restrict their food options (i.e. gluten-free or vegetarian) based on their wellness goals or dietary requirements. Understanding these motivations allows you to create products and marketing content that cater to these specific needs.

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Embracing Convenience  ⏰

Busy lives call for convenience, as shoppers look for quick, hassle-free food options. In our fast-paced world, consumers demand convenient solutions in all aspects of their lives. You just need to look at the kitchen industry, which is rapidly evolving as smart appliances are released to market. Every player in the food produce industry will have to consider how they can offer convenience if they want to remain relevant.

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A World of Endless Food Choices 🌍

The food landscape truly is a global space, with a variety of overseas cuisines available. Yet some consumers still appreciate a familiar home cooked meal.

The comfort of trusted brands and familiar flavours can sway decisions, providing a sense of security and reliability. On the flip side, consumers are also encouraged to try new meals through Social Media channels such as TikTok, which has accelerated the trend cycle.

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‍Price Considerations 💰

Price also plays a crucial role, with shoppers making decisions based on what they value. This was very top of mind for NZ shoppers in 2023, who experienced a staggering 56% increase in the cost of the average food basket. In comparison the average price of an Australian shop decreased by 29%, a positive result for consumers though still a rapidly changing environment for FMCG companies to operate in.

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Within these environments of highly fluctuating prices, brand loyalty is becoming more important than ever. A mixture of factors drive shopper loyalty to a brand, including trust, habit, and the perceived value. Brand loyalty significantly benefits your business profitability:

• Existing consumers spend more money than new shoppers. One loyal shopper is worth 14 unloyal consumers.
• This brand loyalty also reduces the amount you need to spend on advertising. A glorious win-win of less marketing investment to drive a higher purchase frequency per shopper, what’s not to love!

• Marketing: Shopper motivation data can inform your campaign creative and targeting, NPD pipelines & range extensions, and your recipe strategy.

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• Category: Use this information to understand your product positioning and category impact. Understanding the use case associated with your products is pivotal for justifying their place within the category.

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• Sales: Understanding what else (aside from margin) your shoppers are bringing to the category can be a game changer for your conversations with Category Managers, NPD sell ins, range reviews and promotional planning

At Appetise, we understand the intricate layers that shape food choices. We’re excited to offer insight into consumer motivations from our recipe discovery, meal planning & smart shopping platform.

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Our behavioural research examines actual consumer behaviours, capturing what people are truly thinking, buying, and caring about. In comparison, claimed research methods such as focus groups or surveys can lead to inaccurate results. Research shows that only 25% of respondents from claimed research correctly state their purchase behaviour.

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Our interactive dashboards provide eating goals, dietary preferences and motivations that influence your shoppers’ decisions. You can segment this data by household breakdown to gain granular and actionable insights.

Understanding shopper behaviours and motivations is essential for success in the FMCG industry. These insights allow you to develop targeted marketing and category strategies, and tailored products, ultimately driving sales growth. To learn how our insights can benefit your business, reach out to our Partnerships team for a chat.

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