Consumer Insights: The online meat shopper journey
Online is one of the fastest growing channels in grocery. However, red meat under-trades online and has specific barriers that prevent it from being bought more frequently. We look at the shopper journey for customers buying meat online and compare how it differs to shopping in store.
What really drives consumers to buy particular products? We explore pre- and in-store influences across different meats, cuts and shopper missions; guiding retailer and producer strategies to improve category performance.