The Coffee Shopper – Grocery Business Magazine
Grocery Business partnered with Shopper Intelligence to gather insights on the shopping behaviours of coffeepurchasing consumers.
Coffee is an in-store traffic driver
Coffee is the 10th ranked traffic driving category among a ranking of 129 categories in grocery, and the top reason is because consumers don’t want to run out of it.
Shoppers primarily shop the category as a regular purchase (63%), and purchase triggers include pre-store promotions, primarily flyers and loyalty or rewards.
Top Traffic Driving Segments
Instant Coffee
Ground Coffee
TAKEAWAY: Regularly communicate the category prestore to highlight and remind shoppers to purchase. Leverage promotions and price-focused communication to drive traffic for the category.
WHEN IT’S NO LONGER TIME TO CRANK IT UP!™…..
DE-CRANK™ DECAF
SWISS WATER PROCESS
Reasons why customers purchase coffee
Ranking/129 categories
8 Price
10 Best Value
5 Taste
5 Brands
8 Store Layout
11 Store Navigation
Top Regular Purchases
Ground Coffee
Whole Bean Coffee
TAKEAWAY: Highlight the category frequently pre-store to keep it on shoppers’ lists. Leverage flyer and loyalty points as the most effective mediums to drive planned promoted traffic into the category.
Top Satisfied Segments
Ground Coffee
Instant Coffee
TAKEAWAY: Ensure flow and communication of innovation, address assortment gaps versus the market, and add ideas and inspiration to the shelf and information on the products available within the category.
Shopper Intelligence provides category data insights and metrics for suppliers and retailers. shopperintelligence.ca
Source: grocerybusiness.ca