Tom Collins, Insight & Planning Specialist, Bord Bia – The Irish Food Board
A recent shopper insight study was carried out by Bord Bia, with the objective of understanding IRL & UK shopper behaviour and attitudes towards Premium chocolate. We spoke to a nationally representative sample of premium chocolate buyers across the two markets using an online survey.
The research showed that the meaning of Premium has changed, having evolved from being primarily associated with boxed chocolates & gifting formats. Today it is much more nuanced and whilst a multitude of features can elevate a brand to premium status, taste remains the ultimate discriminator.
Brands can also cue premium, however it’s a busy category with limited loyalty. Since chocolate itself is seen as a luxury and therefore creates a halo effect, very few brands are not considered premium. In this instance it is critical for brands to differentiate themselves by creating their own premium story and clearly communicating the premium features that apply to them.
As part of the study, we identified 8 shopper needstates which exist within premium chocolate shopping. Whilst chocolate purchases are driven by occasion and the end user, needstates are based on purchase behaviours. These behaviours are the primary influencer on chocolate brand choice. A chocolate shopper will have different needstates depending on the occasion and who they are buying for.
Understanding these occasions and needstates is key for brands to identify how they craft and tell their premium story. Whilst purchases tend to be planned, the brand decision is made at the fixture. Brands can navigate shoppers to their SKUs by communicating their premium story with pre-store messaging and through in-store micro navigation.
The report will be available in October.
