Research from retail tech app Ubamarket is advising supermarkets to galvanise new social media trends, as it shows ‘end of aisle promotions’ are no longer an effective in-store marketing tactic.
This analysis appears to show an appetite for change as 56% of people wish that they cooked the recipes that they see on Instagram more often.
It also suggests that people are solely sticking to their shopping lists, as consumers are fixed to their pre-prepared lists that incorporate recipes which they see on different social media platforms and want to emulate.
The research shows 10% of people say social media is even more inspiration to their home cooking than TV and magazines, and 13% of home cooks say social media has revolutionised how they cook daily and made them more explorative chefs.
Up to 6% find the majority of their recipes on Instagram, and 6 million British home cooks manage their weekly shop based on the recipes they want to try, rather than buying the same ingredients every week.
As a nation, Ubamarket describes Brits as ‘obsessed with famous chefs and cookery shows’,and its study revealed that people spend over five hours a week searching for new recipes online, with an increasing number of consumers shopping via recipe.
Will Broome, CEO and founder of Ubamarket explains: “These figures are intensely worrying, and the mounting store closures are indicative of an industry-wide requirement to innovate and advance their in-store offering.
“Our Ubamarket findings are reflective of the diverse palate of UK consumers who are on the hunt for more exciting recipes as they shop in stores.
“As a result, supermarket retailers need to adapt their store layouts to make in store shopping experiences as easy as possible for consumers on the hunt for new ingredients.
“By eliminating frustration for consumers who are seeking new ingredients presented by their favourite celebrity chefs online, supermarket retailers will enrich the shopping experience and will be able to broaden their in-store offering.
“I am looking forward to seeing the British appetite change, diversify and widen as supermarkets widen the variety on their shelves for adventurous chefs.”