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Food Porn Adverts don’t tempt Brits to stores; value for money does

by on June 15, 2016 in Lead Article, Lead story, News you can use

Food porn style adverts, like those by M&S aren’t tempting Brits to shop in their stores and to try new foods. In fact only 4% are influenced by these type of adverts, according to research by a money saving voucher website. Instead consumers look for the best quality food at the lowest prices. Additionally most people try new foods or recipes after seeing them on TV cooking shows and prefer recipe books over websites or blogs.

Over the past few years we have seen an increase in food retailers using ‘food porn’ style adverts to tempt consumers into stores, most noticeably during the festive period and summer months. However recent research by a money saving voucher code website shows that these ads don’t actually tempt that many people in to the store or try new foods. Additionally people still rely on TV cookery shows and recipe books for inspiration rather than websites or social media.

Surveying 2,401 people in the UK aged over 18 www.myvouchercodes.co.uk asked: “How influenced by ‘food porn’ style adverts like those by M&S are you to try and buy from these retailers?” Out of those taking part in the survey, just 4% said they were highly influenced by these style of adverts. The majority, 45% were not influenced at all by them. The results showed that women were more likely to be swayed by these adverts, whereas men were not. Also younger people were more likely to be tempted to shop and try foods after seeing food porn adverts compared to older people who were not interested.

Following up on the results, My Voucher Codes asked respondents: “What influences your grocery shopping” They found:

  • Cost looking at value for money – 64%
  • Quality – 52%
  • Availability – 39%
  • Selection and choice of products – 35%
  • Customer service – 23%
  • Advertisements – 18%
  • Welfare standards – 12%

The results show that most people surveyed place cost in regards to value for money as their main influence when shopping, preferring stores which offer good quality food at the best prices. Adverts come at the bottom, just above welfare standards.

To find out what influences people when it comes to cooking and trying new things, My Voucher Codes also asked respondents: “What influences you to try new foods or recipes?” Respondents could choose from a selection of answers, the results can be found below:

  • TV shows focusing on food – 56%
  • Recipe books – 53%
  • Restaurants – 50%
  • Social media images or videos – 49%
  • TV chefs – 45%
  • Supermarket recipe cards – 36%
  • Websites or blogs – 21%
  • Recommendations from family or friends – 15%

Speaking about the results, General Manager of My Voucher Codes, Chris Reilly, said:

“There are a lot of things which can influence where people shop and what they buy, but despite influence from online sources or expensive adverts created by marketing agencies, it would appear for shoppers it all still comes down to cost, value for money and quality. Our results also show that people are still influenced to try new foods and recipes by TV shows, cookery shows have been popular in the UK for the last few decades and it doesn’t look like the popularity is slowing down anytime soon.

“We have seen in the news recently that people were up in arms with the BBC when they announced that they were cutting the recipes on their website. However only 21% of people use websites and blogs for inspiration, but maybe this is an area which is gaining in popularity as the more tech savvy generations come of age? One thing for sure, it will be a long time, before people are ready to give up their recipe books or get bored with cookery shows.”

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