Prepared salad specialist Florette has invested in its largest piece of consumer research to date to further understand the behaviour of shoppers at the salad fixture, to help improve the shopping experience and drive increased sales to the bagged salad category.
The research combined accompanied shopping trips, focus groups, in-store observations and interviews to capture the mood of the bagged salad shopper, their product preferences and purchasing triggers.
In terms of the impact of the economic downturn on total grocery spending, the research showed 38% of shoppers expect to be unaffected but 34% reported making small changes to household spending. While the reasons cited for buying prepared salads, such as freshness and convenience are strong, the findings highlight the need for these reasons to be kept front of mind at fixture through targeted merchandising and clear packaging.
The research identified two types of salad eater; the salad lover and the reluctant salad eater and a raft of insight into how they should be targeted, helping to shape Florette’s investment in creating a more engaging fixture.
At present, the average shopper is spending 44 seconds at the fixture rummaging and searching for what they need but not always leaving with what they entered the store for and, sometimes, empty handed.
To address the research findings, Florette will be working with retail partners to ensure communication at the fixture is fully meeting consumers’ needs. It will be a three step process designed to make the fixture clearer and more enticing, ultimately to better engage with consumers, helping them understand the products and inspiring them to make a purchase.
2012 will also see Florette driving category growth through marketing investment, in the shape of a £5m brand campaign which will include TV advertising and sport-themed promotions that will take in the Olympic Games, Euro 2012 and Wimbledon along with the Queen’s Diamond Jubilee.