Important impulse
As I was reading the Buying on Impulse report from ShopperCentric, there wasn’t a great deal of surprise in the top listings with sweets, chocolate and cakes key impulse buys. What was particularly interesting, though, was the changing attitudes and considerations that go into impulse purchases – taking them from spur of the moment decisions to evaluated opportunities.
While people are making more food buys on impulse than in 2008, when the initial survey was carried out, they are doing so for different reasons, according to Danielle Pinnington, managing director at Shoppercentric. “Impulse behaviour can be the mark of opportunism – seeing a product at a good price or spotting a bargain that genuinely saves money.”
I agree with Pinnington that brands try to cram more products on shelf and that we shouldn’t underestimate shoppers. Consumers are becoming more aware of sales strategies that are not really good value and are willing to set retailers off against each other to get the best deal. As Pinnington concludes, “Impulse should no longer be thought of as frivolous behaviour – increasingly, it is savvy opportunism.”
All the best,
Katrine Kjoeller, Editor
Sweets & Snacks Europe
