According to IGD's latest consumer research, more than a third (37%) of shoppers say that in-store promotions, such as 'reduced price' and 'BOGOFs' (buy-one-get-one-free), prompt them to try something new when they are doing their food shopping, whereas 29% say that advertising, such as TV or magazines, encourages them to try a new product.

'BOGOF' is the most popular type of promotion, with nearly a quarter (23%) of shoppers saying it is a major factor in trying a new product, followed by 'reduced price' (17%) and '3 for 2' (15%).

However, views about 'multi-buys' such as 'BOGOFs', are mixed. A quarter (26%) of shoppers want to see an end to 'multi-buys' on fresh food and almost three in ten (28%) are concerned about food waste when it comes to promotions. Fourteen per cent of shoppers do not like 'multi-buys' at all.

Joanne Denney-Finch, chief executive, IGD says: "Shoppers are changing their behaviour by shopping around more, taking more time and looking out for the best deals. They are clearly swayed by in-store promotions, but the most effective way to encourage new product trial is to use a combination of advertising, merchandising and promotions.

"Multi-buys remain extremely popular but a growing concern about food waste is influencing shoppers and so retailers are becoming more selective, increasingly targeting these promotions at long-life and non-food items."

Ends
 

Notes to Editors:

• IGD provides information, insight and best practice to the food and grocery industry worldwide and this year celebrates its centenary year.
• Figures from IGD report Promotions and Customer Loyalty, published 14 September 2009.
• Research based on interviews with 1,033 British shoppers, in June and July.
   

For more information contact:

Angela Anderson, Press Officer, IGD
DD: +44 (0)1923 851923. M: +44 (0)7834 652991. E: angela.anderson@igd.com