WAFFLE SANDWICHES AND CHICKEN PEANUT-BUTTER SATAY: STUDENT FOOD AND SHOPPING HABITS REVEALED

Transcription

1 WAFFLE SANDWICHES AND CHICKEN PEANUT-BUTTER SATAY: STUDENT FOOD AND SHOPPING HABITS REVEALED

2 MALE STUDENTS ARE LESS EXPERIMENTAL WITH COOKING AND MORE HABIT-DRIVEN IN THEIR PURCHASES ACCORDING TO A NEW STUDY BY FUEL INSIGHT. Whereas females are much more likely to try new meals and invent recipes, males tend to stick to a set few meals cooked solely for themselves. Females often pool resources and share their creations with flatmates. FOUR TIMES A WEEK TAKEAWAY PURCHASES BY MALES ONCE A WEEK TAKEAWAY PURCHASES BY FEMALES Males also purchase take away meals more often - up to four times a week - as opposed to only an average once a week for females. MY COOKING THOUGHT PROCESS IS: HOW MUCH CHICKEN DO I HAVE? WHAT SPICES DO I WANT TO USE? DO I HAVE POTATO WITH IT OR HAVE IT IN WRAPS? MR. H.E.

3 PRICE VS BRAND Price drives purchase decisions much more than brand in all but a few cases, with special offers or deal promotions being key motivators for impulse buys. Few students stick to a set shopping list. However there are some noticeable exceptions from this: ICE CREAM HAS TO BE BEN AND JERRY S. IT S JUST DIFFERENT! The reasons behind these brand-over-price anomalies vary significantly. For instance, the cult status of luxury brands such as Ben and Jerry s has positioned them as almost a separate product to regular ice cream. Similarly, price was not seen as an important factor when choosing eggs, and there was a consensus that free range, happy eggs were much more preferable to cheap eggs due to the treatment of the hens. No difference in product quality was perceived here - it was a feeling of ethical responsibility which drove the purchasing decisions.

4 THE SHOPPING EXPERIENCE Most students choose to walk to the nearest convenience store or supermarket, then purposely neglect to buy heavier items, often limiting their purchase of potatoes, bottles and larger packs of rice and pasta. Very few use public transport to get to a larger store - even if it is believed that the larger store is cheaper. I DON T LOOK AT PRICES AS I GO AROUND THE SHOPS, BUT I SOMETIMES HAVE A ROUGH IDEA OF WHAT I M GOING TO SPEND AT THE END. Habits concerning budgeting and tracking of spend during a shopping trip varied significantly across the group. Fuel s Insights and Planning Director, Nikos Lemanis commented: The general lack of sensitivity to budget was surprising, with most students only having a vague idea of the amount they spend and showing little concern with budgeting. Although most would have a notional maximum budget in advance of a shopping trip, their actual purchases would rarely be limited by it. MODES OF TRANSPORT TO THE SUPERMARKET 52.8% WALKING 25% OWN CAR 11.1% PUBLIC TRANSPORT 5.6% CYCLING 5.5% OTHER CAR

5 SO WHAT? Views about student shopping habits are surrounded by many well-established beans on toast cliches, said Lemanis, but we felt there were a number of deeper motivations at work than just price and simplicity. It is now clear that there are. WEEKLY SPEND Although price is still an important factor in shopping decisions, other influences are more prominent in certain situations. Understanding the route of these ethical, traditional, and customary brand-important inspirations is key to helping brands engage with student consumers. One standout observation is that none of the major supermarket brands are differentiating themselves amongst student respondents, location still being the core loyalty driver I DEFINITELY SPEND MORE THAN I USED TO. FOOD IS NOTICEABLY MORE EXPENSIVE THAN IT USED TO BE OVER 40 UNDER 10

6 INSIGHT FUEL INSIGHT IS AN ON-GOING SOCIETAL STUDY PRODUCED BY FUEL COMMUNICATIONS ACROSS THE UK, WITH A FOCUS ON SOUTH WEST ENGLAND. THE INSIGHT TEAM MONITORS THE CHANGING INFLUENCES IN REGIONAL AND NATIONAL CHARACTERISTICS. REGULAR DISCUSSION GROUPS ARE HELD WITH VARYING GROUPS: YOUTH, HOME-MAKERS, BLUE AND WHITE COLLAR WORKERS, RETIREES AND NEW-LIFERS IN AN INCESSANT INVESTIGATION TO UNDERSTAND THEIR DRIVERS AND MOTIVATORS. +44(0) insights@fuelcommunications.com Fuel Communications Ltd, Officers Quarters, Crownhill Fort, Plymouth, PL6 5BX