Around 60% of consumers with children in the UK claim that they change their shopping habits during the summer months, according to market research group IGD.
The group says that summer holidays force consumers to change their routine, with 26% opting to do a big weekly shop to avoid going in-store frequently with their children, and 26% doing smaller top-up shops to restock supplies that run out faster.
Saving money is also a priority as this time of year, with 22% of parent shoppers saying they stock up the freezer to spread the cost of grocery shopping over the summer. Meanwhile, nearly half (47%) said they tend to eat healthier foods during the summer.
“Families’ routines can be disrupted by the school holidays with play dates, sports and other children’s activities, which means shoppers aren’t always as organised as during term time," said Vanessa Henry, shopper insight manager at IGD.
“For the industry, it’s important that retailers and suppliers can respond to the needs of different shoppers over these holidays to make the shopping process easier for busy parents."
"With parents looking to keep children entertained during the holidays, convenient pack formats and on-the-go food and drink solutions are increasingly relevant."
IGD says that retailers need to be flexible during this period to keep up with their customers. Over 30% of shoppers say they spend more on food for picnics during the summer months, while 34% says the change their meal plans last minute to a BBQ is there weather is good.
“Retailers who are as adaptable as the weather will come out on top for summer food sales - BBQ, picnic, fresh and lighter foods should be prioritised and retailers prepared to adapt to help shoppers make their last-minute food plans a success," added Henry.
"It’s important that retailers can be flexible and respond quickly to these changes shoppers might make for their meal plans. Availability and visibility of key categories is vital to ensure those on a top-up shop or trip for their evening meal can quickly find what they are looking for, to prevent them going elsewhere.”
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.