KAMera- An eye on Convenience 94

Good morning all,

We have recently been asked to create a presentation for a client’s internal “trends and futures” day. Using KAMunity to ask convenience store shoppers what they plan to eat/drink, buy more/less of next year, we’ve put together a fascinating look at predicted shopper behaviour in 2018.

Inspired by seeing the results from this programme, and also noticing that more and more brands are creating “functional food”, (Wikipedia definition- A functional food is a food given an additional function (often one related to health-promotion or disease prevention) by adding new ingredients or more of existing ingredients.), we asked the members of KAMunity what they were planning to buy more of in 2018 than they had in 2017; results are below;

Low sugar/sugar free food- 36%
Functional food- 31%
Vegetarian food- 12%
Vegan food- 6%
Food with added vitamins and minerals- 7%
Free from food (dairy, gluten etc)- 5%
Low alcohol wines and beers- 3%

What trends do YOU think will affect shopper behaviour in 2018? Let me know and we might just run your questions through KAMunity for you!


Mr Katy is back for “one day only” today so we’ll be having a family dinner and trying to catch up on the last month’s news. Then, tomorrow I have a friend and her kids coming to stay- any ideas for child-suitable (two girls, 8 and 5) things to do in London, send them my way, I was supposed to have organised something. On Sunday I’m SO excited to be going to see Steely Dan at The O2; a favourite band since I was little- I was actually named after a one of their albums; Katy Lied, which is a blessed relief because the other name in the hat was “Harmony”.

Whatever you’re doing, have a fabulous weekend and thanks for continuing to read.


Follow me on Twitter @katykammedia