January is a month of deals – but for many food and drink shoppers, quality and flavour are at least as important as a bargain
Post-Christmas, wallets tighten and resolutions kick in. And as we go about filling our shopping baskets, many of us are trying to be good and keep costs down as much as we can – which is where promotions come to tempt us.
Our TGI data reveals that 53% of adults in Britain are always hunting for sales promotions when it comes to food and drink. And 44% (that’s nearly 24 million people) say that they make food and drink purchases as a result of multibuy offers or direct discounts.
But here’s the twist: it’s not just about saving money. These shoppers are as financially comfortable – and stretched – as everyone else. For them, deal-hunting is often more a strategy than a necessity. They check multiple sources, take their time, and hate waste..
So what really matters beyond the bargain? Overall price, yes. But quality and taste also rank very high for this group – even ahead of sales promotions. They want value without compromise – deliciousness is non-negotiable.
Not only that, but compared to the average adult they are significantly more likely to champion these factors in their decision making. They are 34% more likely than the average adult to rate taste as an important factor and 21% more likely to rate quality likewise.
Who are they? Mostly older and in later life stages. They’re 21% more likely to be 55+, 40% more likely to be ‘Senior Sole Decision Makers’, and 32% more likely to be ‘Hotel Parents’.
Reaching them isn’t about influencers or flashy ads – they’re 35% less likely to identify advertising and 21% less likely to flag social media cues as important factors in food purchase decisions. Yet, they are particularly likely to pay attention to ads on TV and online.