Impulse still important to sweets

The recent report ‘Buying on impulse’ from ShopperCentric has once again listed the traditional treating categories in the top places. Sweets are in first place followed by cakes and chocolate. This is the same as in 2008 but purchases are based more on opportunism rather than frivolous spending, according to the company.

Shoppercentric’s online study, involving 1,054 people, found that British consumers are making more food buys on impulse than in 2008, when the initial survey was carried out. “The findings show that shoppers are as impulsive as ever, but they are doing so for different reasons,” says Danielle Pinnington, managing director at Shoppercentric. “Historically impulsive spending implies frivolous spending behaviour, but this is not necessarily the case today – now, impulse behaviour can be the mark of a smart and savvy shopper. It’s about opportunism – seeing a product at a good price or spotting a bargain that genuinely saves money – these are the factors that drive impulse whilst allowing shoppers to feel they are in real control of their spending during difficult times.”

The report findings are however surprising – despite the air of austerity, shoppers are as impulsive as ever before – and in some cases, even more so than back in 2008 before the downturn took its toll. The number of grocery categories for example that a shopper buys from impulsively has increased by a third since 2008.

Pinnington concludes, “As an industry we are all too ready to underestimate shoppers. Brands try to cram more products on shelf in the belief shoppers want even more choice. Retailers and brands pepper the stores with promotions – some of which aren’t a bargain at all and retailers think shoppers don’t notice when standards slip a bit. However our evidence shows that shoppers are now seeing through half-hearted marketing initiatives, are showing a willingness to play channels and retailers off against each other and they have adopted a new level of prudence to deal with the pressures they are facing. Impulse should no longer be thought of as frivolous behaviour – increasingly it is savvy opportunism.”