At Mobeye, we conduct studies using real-time field-based information-gathering methodology. Over the course of our work together, many of you have expressed the desire to gain more insight on all the trends we see every day in stores.
In June, we decided to focus on a new theme – the Aperitif. With themes like the World Cup and the development of merchandising based around snack breaks, we felt this topic was central to 2018 thinking.
For this section, we asked consumers: "What categories do you expect to see in a store aperitif?" and we gave them multiple choice answers. I was surprised to see how aperitifs are still based on a few main categories including savoury pre-dinner biscuits, crisps and olives, etc.
What was even more surprising to us is that men and women had the same level of interest in alcohols (beers and aniseed-based aperitifs such as absinthe, pastis, ouzo, etc.).
We went to 500 shops in urban neighbourhoods. We considered a shop to have a "fresh aperitif section" when 3 different categories of aperitif appeared together. What are the brands that most often appear in this "section"? Commonly spreads by Blini, aperitif cheeses by Bel and Savencia and seafood products from the brand Coraya.
More than half of the men who go out looking for aperitifs from their local shops do not know what they intend to buy in advance!
Yesterday's shops were organised into categories. Today's shops tends to be organised around snack or food breaks with the expansion of the breakfast or snacking sections. Will the aperitif section, the last little food and drink break of the day, be finally adopted by all shops?