here - POPAI Australia & New Zealand

Not one-size-fits-all for a category. Herein lies the complexity ...
Filters pre-store are things
like:
• Who the shopper is
(attitudes, behaviours)
• Who they are shopping
for
• What the occasion is
(meal type, degree of
formality)
• Where they are (location)
• Attitudes to cooking
• Attitudes to health
• These then become the
minimum level of
appropriateness criteria
for the category they
are shopping.
Typical Hierarchy Elements
• Brand (including private
labels)
• Pack type/format (eg can,
bottle, tetra pack, bag,
block, bar, box)
• Pack size
• Product type (eg type of
cheese)
• Flavour (eg strawberry,
chocolate)
• Price
• BUT there are
additional elements for
different categories.
Hierarchy elements differ
by category
• Dairy: fat content
• Cat food: will my cat eat it
• Muesli bars: nutrition
content
• AND they change
according to the
shopper segment/type
of shopper.
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