Across most of the food categories, Easter & Christmas are the seasons linked to the highest sales during the year. Also barbecue or a girls night can be relevant topics.
In 2016 a GfK analysis revealed that 40% of all shopping trips are occasion based & the spending in those shopping trips are 33% higher than in others.
But are the well known occasions still the most relevant with the pandemic?
Since last year shopping behaviour and consumption patterns have changed. Working from home or school closure have impacted the day-to-day lives and led to a massive increase of in-home meal consumption.
To better understand how & why consumers use food products in the home, #AHDB has analysed with the support of Kantar 82 billions of consumption moments in the UK and collated them in to 16 key occasions types, identifying core drivers & distinct needs. With these clusters, product choices can be better understood and marketing better targeted.
This research allows us to dive in to the consumer patterns before the pandemic and shows in a key study an example of how coronavirus has influenced the dynamics of meals eaten in home. It demonstrates a great approach to identify the needs of consumers behind consumption.
Happy Easter🐰
Please find the full study here.
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