Classic FM Research Into FMCG Market

New research released by Classic FM shows that Classic FM listeners account for approximately 16% of all expenditure on fresh foods and packaged groceries in the UK; this share increases significantly for those markets and brands emphasising attributes such as health, quality and tradition. Purchasing by Classic FM listeners of own label products in retailers at the quality end of the market accounts for above 60% of all sales.

The Classic FM listener accounts for 20% of all fruit juice sales, 30% of Tropicana Pure sales and 27% of Sainsbury’s Pure sales. Within the tea market, they account for 16% of market sales, rising to 32% for both Twinings and Sainsbury’s Speciality Teas.

Classic also claims that brands that have advertised on the station seem to have benefited from a prolonged positive advertising effect; the Classic FM’s listener’s share of sales of Cooper’s Orange marmalade is at 40%, and at 21% for Nestle Clusters – both are brands that have advertised on Classic FM.

Dale Butler, Marketing and Research Manager at Classic commented, “Classic FM housewives account for a disproportionately high share of sales of brands portraying imagery including health, quality and tradition. The efficiency of Classic FM when compared with television, even by daypart, is also evident, especially for brands with attributes such as health, quality and tradition.”

Source: Classic FM/AGB Superpanel.