Shoppercentric’s online study, involving 1,054 participants found that despite financial concerns, British adults are making more food buys on impulse than in 2008, when the initial survey was carried out.
Following on from the recession, many confectioner’s response is to use promotions as a tool to drive spending, Danielle Pinnington managing director of Shoppercentric told ConfectioneryNews.com.
Consumers are influenced by these promotions, she said, not because they are being frivolous, but because they are being strategic and savvier with their purchases.
However, with price based opportunism on the increase, there is a long term risk that confectionery could shift from an indulgence product to an opportunistic buy, said Pinnington.
Consumers could be making a confectionery purchase simply for its price tag rather than other aspects such as taste, she added.
Classic triggers
Of all the grocery categories, sweets remain top of the chart, with 59 per cent of participants admitting to buying them on impulse, up from nine per cent three years ago.
Chocolate remained in third place after cakes, with 55 per cent of participants making last minute purchases, up five per cent from 2008.
The findings claim that confectionery still relies on classic impulse triggers, with 65 per cent of and 54 per cent of consumers saying they bought chocolate and sweets just because they ‘fancied it’. In addition, 42 per cent and 38 per cent of consumers admitted to buying the product because it was a treat or reward.
Factors that seemed to have little impact on unplanned purchases were “extra free” offers and advertising, varying between 4-8 per cent for both categories.