The Non-Supermarket HMR Consumer

 
The Non-Supermarket HMR Consumer
Who, What, When, Where and Why They Buy

(Willard Bishop Consulting, Ltd. & Frederick Schneiders Research Study - 1997)

Understanding the consumer and the factors that trigger a buying decision are critical in the competition for the HMR (Home Meal Replacement) dollar. IDDBA commissioned this study to look at what those purchase drivers were and to develop marketing strategies that would increase sales, and customer satisfaction. Nine hundred (900) consumers in three markets were interviewed at length. This report includes the results of the study along with specific strategies to increase HMR sales in supermarkets.

HMR Study Highlights:

• Consumers purchase an average of 8 prepared dinners per month.
• 90% of consumers make meal decisions that day.
• TV advertising influences 1/3 of decisions.
• 76% of supermarkets shopped have prepared foods.
• Consumers buy first for looks, then for taste.
• Offer food the customer wants rather than unlimited choices
• Without store "satisfaction guarantee," customers are skeptical of quality.
• Consumers rate sampling as best way to get them to buy.
• Consumers want "meal pricing" not "by the pound."

For more information, please contact IDDBA's Education Department at 608.310.5000, or education@iddba.org