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UK Consumers Baffled by Retail Choice
Three-quarters of UK consumers think products have too much packaging, according to research into public perceptions of retail choice by Ipsos MORI. The findings, which also hint at a forthcoming boom in online grocery shopping, are the first from a regular 14-country survey.
A majority (57%) say packaging nowadays is too difficult to open (rising to 71% of those aged over 45) while just over a third (35%), evenly spread across all age groups, say it is rare that they bother to read any detail on packaging.
Nearly half (45%) of British consumers say new products coming onto the shelf do not fit their needs, and more than half (51%) say they see too many varieties for the same brands.
Fully 40% say they often change their mind about purchase choice when in front of the display, even with categories generally considered to be 'planned'. 44% of women say they often change their choice of products at the display for household goods, compared to 30% of men; as do 54% of women and 45% of men at the snack display (confectionery, biscuits and cakes). However, only 39% of women will change their minds at the health and beauty stand, and only 22% of men.
'While consumer sophistication is ever increasing, more people seem to be getting confused and maybe even frustrated by the choice at point of sale,' according to Tim Maton, Director of the firm's specialist Retail Division. With the holiday season coming up, Maton points out intriguingly that 19% of people said they would be doing most of their grocery shopping online in the future - compared to a current base of only 5% shopping online at the end of last year.
Ipsos MORI surveyed 1,000 adults per country aged 16-64 years (18+years in USA) online between 20 and 24 July 2006, using its i:omnibus survey. The countries are Australia; Belgium; Czech Republic; France; Germany; Great Britain; Italy; Japan; Netherlands; Poland; Romania; Spain; Sweden; and the USA.
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