Study: why we're supermarket creatures of habit

Kiwi scientists have suggested that familiarity with a particular food or drink increases the perceived suitability of that product for different situations. Photo / 123RF

Keep buying the same brands at the supermarket?

Kiwi scientists have explored the reasons for why we buy products that are familiar to us - and found there's much more to it than merely sticking to what we know.

In a new study, Plant and Food Research scientists have suggested that familiarity with a particular food or drink increased the perceived suitability of that product for different situations.

The work, co-authored by Dr Sara Jaeger from the institute's Sensory and Consumer Science team, involved consumer trials that drew on a range of names and images for four different types of food and drink, including wine and chocolate.

Participants were asked to rate their familiarity with each name or image and assess its suitability for use in categories such as "to indulge myself", "for energy", "for women", "for something a bit more sophisticated", "when riding in a car", "in a green salad", "when feeling stressed" and "with breakfast".

The research found a relationship between the degree of familiarity of a product and its apparent versatility, revealing that past experiences with a particular product type or brand play a role when evaluating product suitability.

The results suggested that product familiarity may make consumers resistant to change, a finding that highlighted the challenge faced by food manufacturers when introducing new food and beverage products to the market.

"External factors such as product appearance and packaging can influence a consumer's buying behaviour," Jaeger explained.

"However, the less familiar consumers are with a product, the more difficult it is for them to evaluate it as suitable for their needs."

She said it could also be that consumers worried that an unfamiliar food might not live up to expectations or even pose a risk, which reduced the incentive for trying new products.

"This highlights the importance of getting the external product cues right to create a sense of familiarity when developing and marketing new products."

The research, co-authored by Associate Professor Davide Giacalone from the University of Southern Denmark, has been published in the Journal of Economic Psychology.