Need States drive the purchase decision

Independent research has highlighted the need for a new basis of segmentation, with descriptors based on primary consumer NEED STATES & USAGE.

Research has confirmed that these NEED STATES drive the purchase decision both out of store and at the fixture. The following are the results of that research:

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Occasion and Usage determine how consumers shop for boxed gifting products.

Christmas [*]
  • Sharing is more important at Christmas, worth 58% of sales, as customers have more guests/ events at their home.
  • Though gifting is still important and accounts for 33% of sales. These products are picked up with a person in mind and are taken as gifts to people at Christmas.
Spring [**]
  • In Spring the occasions are more personal and products are purchased with a particular person or event in mind (Valentine's Day / Mother's Day). Gifting as a result has a greater importance and is worth 55.4% of sales.
  • As the occasion is more personal, sharing becomes less relevant in Spring though still important, with 37% share of sales.
All year round
  • The Top selling brands at either Spring or Christmas will sell all year round, so please consult the best sellers page for further details.
[*] AC Nielsen Total Coverage, Total Boxed Chocolate; Christmas (17wks to 25.12.10)
[**] AC Nielsen Total Coverage, Total Boxed Chocolate; Spring (18wks to 30.04.11)
  Value Share
   AYR*  Christmas* Spring* 
GIFTING FORMAL 24.7% 20.1%  34.7% 
GIFTING PREMIUM 12.9% 11.2%  16.2% 
GIFTING TOKEN 2.4% 1.5% 4.5%
INDULGENT SHARING 12.5% 11.3% 14.8%
INFORMAL SHARING 38.5% 46.5% 22.1%
ENTERTAINING 8.9% 9.4% 7.8%
[*] Source: A.C. Nielsen, Total Coverage, Total Boxed Chocolates by Needstate.
ARY: 52wks to 02.07.11; Christmas: 17wks to 25.12.10; Spring: 18wks to 30.04.11 
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