Category insight articles

08 September 2021
After COVID-19 delays, we are pleased to finally be able to launch the latest IGD ShopperVista Category Benchmark research! With 82 sub-categories covered from more than 4,500 shopper visits, it is the most extensive Category Benchmarks project to date and has been designed to help you get to grips with what is important to shoppers in your categories, enabling you to make the right decisions for...
25 August 2021
We reveal some initial findings from our eye tracking research including differences in footfall by category and provide some tips to help your business prepare for restrictions on promoting HFSS products next year. Interviewing shoppers again It’s been great interviewing shoppers again face-to-face this week as a follow-up to our first report in the series Influencing shoppers in-store an...
26 March 2021
If you ask British shopper why they visit a variety discount store, they will say it is because of the great prices.  However, shoppers are not just visiting these stores for cheap prices.  The appeal is the ability to buy well-known brands at better prices than they can find elsewhere.  Despite the discounters continually evolving their grocery proposition and ranging more food and drink brands,...
10 February 2021
As someone who has always cooked for practicality and not pleasure, yet another month of eating every meal at home is really starting to get boring – and I am certainly not alone. One of our 2021 Shopper Trends is ‘Multiple meal solutions’, which highlights the need for alternative food solutions in terms of products, formats and fulfillment. Continued restrictions limiting social interact...
18 January 2021
The outbreak of COVID-19 has been one of the biggest public health challenges ever faced. Despite the challenges of COVID-19, big changes in shopper behaviour and range consolidation meant the retail food and drink market actually grew in 2020 while foodservice sales declined. How could this impact front of pack (FOP) nutrition labels? 1. FOP Nutrition labelling is under review Front of p...
15 January 2021
It is safe to say that for most of us, Christmas 2020 was unlike any other we have experienced.  As well as contending with the threat of COVID-19, shoppers were faced with multiple variations of what could and could not be done over Christmas.  This culminated in tougher restrictions being brought in days before Christmas, when many had already made plans and bought their Christmas groceries. ...
07 January 2021
I am sure I am not alone by saying that over the last 10 months my health and beauty routine has changed dramatically. As most of us have spent more time indoors, our homes have become our workplaces, our stairs our commute and our computers the way we connect and catch up with colleagues, family, and friends. So how has this impacted the health and beauty mission? We uncover key insights ab...
06 January 2021
Who doesn’t love a bargain?!  As we enter yet another national lockdown, many of us will be concerned about the economy, job security and our finances and therefore thinking about how we can make savings on everyday purchases.  During the first national lockdown we saw a decline in shopper confidence , with 50% of British shoppers expecting to be worse off in the year ahead.  This compares to ...
30 April 2020
Looking at my food cupboard, it has started to remind me of a cupboard my Grandmother kept in her spare bedroom. It was her stockroom where she kept a backup stock of long-life cans and packets. This, I hasten to add was many decades after rationing ended. So how many of the current Coronavirus shoppers’ behaviour will have longer term impacts? Through our Shoppervista tracking we have identif...
23 April 2020
Although stock piling has provided recent challenges for stores, the on-going effects of the pandemic will cause further issues for retailers and the supply chain in the foreseeable future. As we exit the panic buying stage and production becomes less stretched, it is time to start to optimise our ranges for short to medium term realities. There will be ongoing risks for the supply chain and r...