According to a recent Spider Marketing – Caddle frozen food category research study, the top 2 PRIMARY reasons shoppers buy frozen foods are CONVENIENCE and PRICE/VALUE.
Maybe not a big surprise, but when we dig a little deeper into the data, we find many differences in shopping behaviour of the two segments. For example:
- 26.4% of price/value shoppers love shopping online for pick up or delivery (index 157) vs. 12.4% of convenience shoppers (Index 73)
- Price/value shoppers buy frozen foods for meal occasions throughout the day, while convenience buyers primarily buy frozen foods for dinner time only.
- The top 2 planned purchases for price/value shoppers are vegetables & dessert/ice cream vs. convenience shoppers who plan pizza and meat (eg. Chicken nuggets)
What motivates you to buy frozen foods?
Leave a comment and let us know.
(Photo credit: Devin Rajaram)