Does the nation want to cook like Raymond Blanc?
Not according to the latest IGD report*. Although we might find TV celebrity chefs entertaining to watch — not many of us have the tools, the time, or the patience to recreate their recipes in our own kitchens.
Weekday meal preparation has changed, with 4 out of 5 of us now favouring so-called ‘combination cooking’ (mixing both raw and ready prepared, store bought ingredients). The research also shows shoppers don’t plan meals and lack confidence in the kitchen. They want more information about how to cook healthy meals for their family when they are short of time and what to buy when they are at the supermarket.
An opportunity exists for brand owners to provide meal suggestions when shoppers need them most, in-store. Providing shopping lists and recipe ideas will direct shoppers to your branded product and may even tempt them into new categories.
Our specialist retail team works together with brand owners helping them connect with shoppers, analyse the latest trends and create campaigns to increase sales which meet with the changes in shopper behaviour.
Emma Sutcliffe
Golley Slater Retail
Leeds
*Ref Institute of Grocery Distribution, shopper research report, Meal Occasions
April 15th, 2010
