Almost half of adults (46%) who cook are looking to retailers for inspiration and would like to see them include more recipes in-store to provide this spark.
This is one of the findings in our most recent research by Empathy Research on behalf of Retail Intelligence, conducted amongst a nationally representative sample of 1,000 adults aged 18+, which sought to understand what retailers can do to encourage the use of more raw ingredients in our cooking.
This inspiration is most widely sought by those aged under 34, where half (50%) of this cohort claim they would like to see retailers do more in this area. Females (48%) are more likely to also want increased inspiration than males (43%).
Further to more inspiration in-store, just over 4 in 10 (41%) would like to see complete meal deals being offered, where all the ingredients needed for a meal are included in the deal. This is also more likely to be sought by females (46%) than males (34%), with Dublin residents (46%) also more likely to seek this type of meal deal. In line with the desire to see increased meal deals, just under a third (31%) would like to see all the ingredients needed for a dish in the same area in-store.
Demonstrations are keenly sought, with just over a quarter (27%) looking for inspiration through actual demonstrations, with an almost even split between those who would like to see these take place in-store and those who would like to see them hosted on retailer websites. Unsurprisingly, those aged under 34 are significantly more likely to want to see these demonstrations hosted on an online platform.
For further insights into what customers want from retailers to aid their efforts in the kitchen, please contact Robbie Clarke at Empathy Research. [email protected]
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