A recent UK research report by Shoppercentric confirmed that sweets and chocolate remain top impulsive purchases despite pressures on spending due to the recession.
In an online study involving 1,054 participants, British adults indicated that they were actually making more impulse purchases than in 2008.
Sweets stayed at the top of the chart with 59% admitting to buying them on impulse, up 9% from three years ago. Chocolate remained in third place after cakes with 55% agreeing to having made an impulse purchase, up 5% during the last three years.
This all seems like good news to confectionery retailers but the report also warned businesses that with so many promotions occurring these days, shoppers could be making their impulsive purchase based on price and not taste, potentially lowering the luxury status of the category. However, the report went on to explain that 65% and 54% of consumers did confirm that they bought sweets and chocolates just because they “fancied it” and 42% and 38% said that they were purchasing as a treat or reward.
Apparently “extra free” had no impact where sweets and chocolates were concerned.