One Place Doesn't Fit All For Many Grocery Shoppers
February 27, 2018
(Off The Menu)
– My dad loves grocery shopping. He’s a foodie and a self-professed gourmet chef, so shopping for food is one of the highlights of his week. While I typically limit my grocery shopping to one location for convenience, my dad will go to several food retailers over the course of a Saturday afternoon to ensure that he gets everything he wants.
A recent report by Acosta, a full-service sales and marketing agency in the consumer-packaged goods industry, indicates that most weekly shoppers are like my dad. According to the report, 76% of weekly shoppers visit more than one retailer each week for groceries while 67% of those shoppers are visiting approximately two to three retailers weekly.
"Shoppers appreciate having options, which is why we are seeing a rise in hopping from store to store for weekly grocery trips," said Colin Stewart, Senior Vice President at Acosta. "People are motivated by not only good deals and fresh products, but also by brand loyalty, which can impact their decisions to either keep returning to a particular store, or hopping to another."
A breakdown of some of the other shopping motivators:
• Sixty percent of shoppers report shopping at more than one retailer because "some products are priced lower at certain retailers."
• Only 45% of millennials cite price as a key driver of retail hopping – this generation is more prone than the average shopper to vary their shopping based on where they are and specific brands.
• More shoppers are choosing at which store to shop based on how much they like the store brand (53% of shoppers versus only 34% in 2011).
• Thirty-seven percent of shoppers make multiple trips weekly to ensure their food is fresh.
• From old to young, each generational group surveyed agree they make multiple trips or have multiple deliveries to receive the freshest food, including 65% of millennials, 47% of Generation Xers, 25% of baby boomers and 22% of the silent generation.
• Fruit and deli-prepared foods drive 31% and 29% of dollar growth, respectively.
• Thirty-seven percent of shoppers report they don't have time to figure out what to have for dinner, saying it's typically a last-minute decision.
• Forty-one percent of shoppers report shopping at more than one retailer because "some retailers carry better quality products in certain categories."
• Thirty-three percent of shoppers go to more than one retailer due to not finding all the products/brands they want at one store.
• Brand preference drives traffic across all income brackets, including among 37% of shoppers with household incomes above $199,000, and 28% of shoppers with household incomes below $20,000.
• Forty-three percent of shoppers surveyed agree that brands simplify the selection process when shopping at multiple grocery stores.
Nevin Barich is the Food and Beverage Analyst for Industry Intelligence, which can help YOU better address your own industry challenges. We invite you to come take a look at our service. Call us today at 310-553-0008 and we’ll schedule you for a 15-minute demo.