To help brands understand consumers’ path to purchase, Food Network Magazine in the US partnered with research firm Open Mind Strategy to survey 2,000 of its readers about their grocery shopping experiences.
The results of the study, which looked at smartphone use, advertising and packaging, are detailed in the infographic below.
“It’s difficult to categorise consumers as one type of shopper or eater—they want it how they want it and when they want it,” said the magazine’s publisher and CRO Vicki Wellington, her comments reported in industry site AdWeek.
“They’re also more attuned than ever to ingredients and packaging: Less is more in regard to ingredients, and clear or transparent packaging suggests wholesomeness and ‘better for you.’
“The majority of people still want to smell, see and choose their own products, particularly fruits and vegetables,” Wellington said.