In a never-ending search for insight into consumer behaviour, the discipline of shopper marketing requires narrowly focused research to uncover subtle triggers that can lead to purchase. In the following research commissioned by Toronto-based Quadrant Marketing, we share some of the key findings among frozen food shoppers in Canada
A grocer’s chilly frozen food section is often found towards the back, the furthest from the entrance, and its products remain behind closed doors.
In an effort to shine some light on this category and discover what’s on the minds of frozen food consumers in Canada, Quadrant Marketing of Toronto, in conjunction with the Rogers Connect Market Research Group, surveyed a targeted group of shoppers who frequent these aisles.
The research program surveyed women and men (an 81%-19% split, respectively) on their shopping behaviour both pre-store and in-store when it comes to select frozen food products.
Conducted this past March and April, information was gathered from 3,554 Canadians from across the country who met the narrow criteria, consisting of people who had purchased frozen fish, frozen pizza and frozen potato products at a Loblaws affiliated store, a Sobey’s affiliated store or a Walmart store within the previous six months.
Once qualified, the respondents conducted an online survey. The following is a taste of what was revealed.
Click to enlarge, or download the PDF here.
A Word From Quadrant Marketing
“Quadrant Marketing understands the Canadian shopper’s path to purchase. As an agency we’ve studied key influences on purchase decisions both in and out of home, as well as the marketing elements that incite shoppers to buy. We identified the freezer aisle as the one area within the store that has always been a challenge for marketers, so we wanted to wipe the fog off the freezer door, so to speak, and take a deep dive into the frozen foods category. We’re excited to sponsor this shopper marketing research, not only to shed light on this misunderstood area at retail, but to also reveal findings that will make us all think differently in how we approach the frozen food shopper.”
—Molly Spinak, president, Quadrant Marketing
