Marketers like to use the example of drill bits, where people don't actually want the drill bits themselves, but rather the result - a hole in the wall, a hanging painting, and ultimately, a satisfied wife:) What do we know about how customers choose popcorn among other snacks, how they consume it - at what time of day, alone or in a group, how often they buy it, and what emotions they experience?
In addition to the obvious connection between popcorn and watching movies, who consumes popcorn and in what situations? What really influences the decision to buy popcorn?
In October 2024, gazeta.ru published an interesting article about spontaneous purchases of snacks, including popcorn
From the article, we know that: 30% of customers make unplanned purchases every time they go to the store, most often buying bars, candies, soda, juices, and popcorn. 87% make unplanned purchases for themselves.
Half of the respondents spend money on sweets, snacks, and toys for their children without a reason — 51%, and the least amount of money is spent on pleasant little things for friends — 13%. 47% of respondents make impulsive purchases in the evening.
According to a study from the United States, the main reasons for buying popcorn are:
The pleasure of the crunch The crunch of popcorn creates a unique sensory experience. Research shows that the sound and sensation of crunching food can significantly impact our perception of taste. The crunch activates brain centers, triggering the release of dopamine, making popcorn a satisfying snack.
Emotional Comfort and Nostalgia Food, including popcorn, is often associated with our emotions and memories. Many of us have fond memories of watching movies with loved ones, which creates a sense of nostalgia and emotional comfort.
Popcorn can also be soothing, evoking feelings of security and satisfaction. Social Connection Popcorn brings people together. Whether it's a bucket in a movie theater or a plate at a gathering with friends, it becomes a symbol of social connection.
The shared enjoyment of popcorn strengthens connections and creates positive emotions. Variety and customization Another reason why people love popcorn is its versatility and the ability to customize flavors to individual preferences. From salty to sweet, popcorn offers a wide range of flavors.
Variety and customization Another reason why people love popcorn is its versatility and the ability to customize the taste to individual preferences. From salty to sweet, popcorn offers a wide range of flavors.