"Exploring the Third Dimension: Relevant and Timely Information to Empower Shopper Choice"
The European Research Council has published the findings of its thirteenth study, titled "Exploring the Third Dimension". The CCRRCE commissioned Deloitte to carry out a study into the information needs of European grocery shoppers. The research involved interviews with leading retailers, manufacturers and other industry stakeholders across Europe, as well as primary consumer/shopper research in six countries representing a spread of developed and developing markets, and embracing the largest markets in Europe. This report summaries the conclusions of the study and sets our recommendations to help retailers and manufacturers understand and respond to evolving shopper information needs outside the store and at the point of sale.
Forty per cent of European shoppers have a specific requirement for dietary information when grocery shopping, according to a new report published by the CCRRCE, conducted by Deloitte Touche Tohmatsu. 'Exploring The Third Dimension: Relevant and Timely Information to Empower Shopper Choice', shows how retailers and branded manufacturers face a significant information challenge. A growing proportion of the population need and seek specific information when they shop. This can range from nutritional information or details about allergy risks through to the ethical standards of a product. In total, around half of the 6,300 shoppers surveyed across six European markets had a specific information demand from their products.
The research reveals that these 'information seekers' are typically more willing to embrace new technology, which could hold the key to meeting some of their additional needs. Around 45 per cent of green shoppers and 40 per cent of shoppers that are health conscious or have specific dietary needs, see a role for technology in helping to meet their information needs in-store during the shopping process.