The morning commute is a key time to influence people in their FMCG purchases. 2.3million workers every weekday read Metro during this time so we wanted to find out more about their habits and behaviours to show FMCG brands how they can stand out and appeal to this valuable audience at a crucial part of the day.
We found that the positive mood of our working readers during this time means that Metro’s influence continues throughout the working day, informing lunch choices and even non-food purchases when they want an excuse to get away from their desks. The office environment encourages sharing and, as they have an emotional relationship with many FMCG brands, we realised workers like to have preferred products with them in the office – a sort of home away from home.
Traditionally FMCG brands have targeted housewives but as the large majority of adults are out of the house for an average of nine hours per day during the week, Metro believes its working readers are just as valuable.
They earn £6.5k more than average and are big foodies with busy lives trying to balance work and pleasure. Male or female, they also care about their image which is an added bonus!
Our research discovered how integral FMCG products are to the working day, how needs and behaviours change according to the day of the week and how people have both a functional and emotional relationship with them. It also identified how Metro’s audience behaves with FMCG purchases specifically and shows how important it is to this sector.
A few examples of the research can be seen here: