Why are bananas the nation's top impulse buy?

Do you create a shopping list every time you go to the supermarket - and then stick to it? Or do you freqently come home with random impulse buys?

Research from 250 customers exiting six stores in and around London, which carries out data analysis for Tesco, has revealed how the nation's shopping habits don't quite match up with our intentions.

After intercepting 250 customers as they left six stores in and around London, Dunnhumby compared what they'd actually bought with what was on their original shopping list. And, detailed in the Guardian, the results show that bananas are our top impulse buy.

Healthy items are the most likely to be bought on impulse, with strawberries in second place and carrots and on-the-vine tomatoes fourth and fifth repectively.

The exception is the Sun newspaper, at number three - a guilty pleasure for many.

In terms of the shopping lists themselves, the most common items are milk, bread, eggs, potatoes and bananas (again). Sixth on the list is the rather vague 'fruit', followed by bacon, butter, juice and biscuits.

To resist impulse buying, experts recommend writing a precise list (not 'snacks' or 'something for dinner'), and never shopping on an empty stomach.

However, the stores don't make it easy, and use a variety of techniques to encourage shoppers to make impulse buys. The trend towards in-store bakeries, for example, is driven largely by the fact that the scent of baking bread makes customers peckish.

Sale items are positioned near the back, to force customers to walk past as many full-price products as possible on the way; the same usually applies to staples such as milk and bread.
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One US store even started positioning beer next to the baby products on a Friday night, after discovering that many fathers picked up nappies on their way home - and were easily tempted.

The technique of siting sweets and other impulse buys at the checkout is becoming less successful as customers whizz in and out using self-checkout machines. However, US confectionery manufacturer Hershey is now experimenting with putting special dispensers next to the machines that spit out chocolate bars on demand.

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