Actions Speak Louder Than Words for Lunch On-the-go Shoppers

UK workers work an average of 36.3 hours a week (ONS).  This leaves them time poor when it comes to their lunch break.  As such, consumers need convenient food which fits in around their busy lifestyle, driving the out of home market. Consumers are actively looking for food which they can eat on-the-go and which will keep them fuller for longer whilst they are busy at work.

When considering what factors are important to shoppers when they are choosing their lunch on the go ‘Taste’ and ‘Fill me up’ are ranked as the highest drivers to item choice.  Lunch on the go shoppers ultimately want something they will enjoy but will also fill them up so they won’t snack during the afternoon.

Price as a driver was ranked third with health in final place rated 60 out of 100.  However, these ratings and rankings were recorded directly after a shoppers trip, reflecting their actual behaviour.  When we compare this to shoppers’ opinions and how they think they choose their lunch on-the-go items a different picture appears for health.

Shoppers rated health at 78, almost 20 points above the rating given when recorded immediately after purchase.  This actually places health above price as a driver of item choice for lunch on-the-go.  This shows how there are discrepancies between how shoppers think they act and how they actually act.  Shoppers like to think they are choosing healthy items whereas when they are actually in the time pressured situation health takes a back seat.

It is important to use a range of different research methods to capture these differences between opinions and actions.  Our Smartphone diary method allows for the capture of data immediately after purchase whereas a qualitative survey gives a retrospective account of how a shopper believes they act in a certain situation.  Both are valuable pieces of information which allow for these differences in beliefs and actions to be highlighted.