How Canadians Shop

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A presentation of insights on Canadian grocery shopper behaviour from Environics Consumer Insights

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How Canadians Shop

  1. 1. How Canadians Shop
  2. 2. Shopper Marketing Headcount Source: 2008 GMA/Deloitte Shopper Marketing Study 2
  3. 3. Demographics is Destiny 3
  4. 4. Aging Canadian population Percentage of Population 40.0% 35.0% 30.0% 0-14 25.0% 2006 20.0% 15.0% 10.0% 5.0% 65+ 0.0% 1956 1961 1966 1971 1976 1981 1986 1991 1996 2001 2006 2011 2016 2021 2026 2031 2036 4
  5. 5. Not good news for retailers Annual # of Annual # of Total annual General Quick trips $ spent on Stock-Up grocery Trips shopping Single adult, no kids 26 68 $4,490 2+ adults, <49, no kids 35 74 $6,625 1+ adult(s), w/kids 38 77 $9,200 2+ adults, 50+, no kids 38 68 $7,100 Source: Environics’ Mental World of the Shopper, 2008 5
  6. 6. Population Increase from Immigration 500 Observed Projected 400 Net Migration 300 Natural Increase Thousands of persons 200 100 0 1976 1981 1986 1991 1996 2001 2006 2011 2016 2021 2026 2031 2036 2041 2046 2051 -100 -200 Years 6
  7. 7. Household Structure Lone parent families Couples without 9% children 25% Couples with children 29% One person 27% Other 10% Source: Statistics Canada, Census of Population, 2006. 7
  8. 8. Shopping Responsibility Single Households Shared Single Male HH Responsibility 13% 38% Single female HH 13% Multiple Households Male Primary Grocery Shopper Female Primary 14% Grocery Shopper 35% 8
  9. 9. TRIP TYPES: Dynamic Segmentation 9
  10. 10. The Basic Trip Types Source: Environics’ Mental World of the Shopper, 2008 10
  11. 11. The Basic Trip Types – By $ Value 11
  12. 12. Basic Trip Types by Region 125 137 137 Total Household Trips Per Year Base: West: N=507, Ontario N=634, Quebec=387, Atlantic=98 12
  13. 13. Change in frequency of trip types over last 6 months LESS MORE Quick Trips 11% 13% General Stock Up Trips 10% 4% Emergency Trips 18% 10% Personal Care Trips 14% 5% Base: Went on trip in past 4 weeks – Quick Trip N=1314, General Stock Up Trip N=1390, Emergency Trip N=469, Personal Care Trip N=518 13
  14. 14. Who is the Shopper? – presence of children General Quick Trip With kids Stock Up 54% 5% Trip Without 27% kids 23% With kids 4% Without kids 49% Emergency Trip Without 2% 12% kids With kids 6% 1% With kids Personal Base: N= 1626 (Total Sample) Care Trip 7% 15
  15. 15. What is the Mission? - General Stock Up Motivations Non- Perishable Items Only Perishable General Items Only 2% 8% Stock Up Trip 27% Combined Items 17% Quick Trip 54% Emergency Trip 12% Personal Base: N=1626 (Total Sample) Care Trip 7% 16
  16. 16. What is the mission? Quick Trip 54% General Stock Up Ran Out Trip 23% 27% Ingredients Grab 17% Emergency Trip 12% Personal Sale/ Promotion Regularly Care Trip 7% 3% scheduled Base: N= 1626 (Total Sample) 6% 17
  17. 17. What is the Mission? Quick Trip Joint Trip 7% 54% General Stock Up Female without Trip partner 22% 27% Other 1% Male without Emergency partner Out of Staples 10% 25% Trip 12% Personal Ingredients Grab Sale Regular Care Trip 7% 9% 2% Trip Base: N= 1626 (Total Sample) 4% 19
  18. 18. Segmenting trips to meet objectives Quick Trip 54% General Stock Up Trip After 11 am 27% 45% Emergency Trip 12% 11 am or Before Personal 9% Care Trip 7% Base: N= 1626 (Total Sample) 20
  19. 19. The Emergency Trip Time in Store: 14 minutes $ Spent: $16 Time: Wednesday Afternoon Satisfaction: High Emergency Need State: Trip 12% Ingredients grab Ran of out specific items Key Trigger Items: Milk 48% Bread / baked goods 30% Fresh fruit/vegetables 30% Meat 16% Other dairy 15% Pop / soft drinks 12% 21
  20. 20. The Personal Care Trip Time in Store: 23 minutes $ Spent: $40 Time: Wednesday Evening / Saturday Midday Satisfaction: High Personal Care Need State: Trip 7% Ran out of specific item(s) A regularly scheduled trip Key Trigger Items: Shampoo / Conditioner 45% Prescription Medicine 36% Toothpaste 34% Shaving Products 28% Anti-Perspirant / Deodorant 27% Over-the-counter Medicine 20% 22
  21. 21. The Quick Trip – Male, Without Partner, Ingredients Grab Time in Store: 17 minutes $ Spent: $25 Time: Tuesday, Thursday, Sunday Afternoons Male, without Satisfaction: High Partner, Ingredie nts Grab 9% Key Trigger Items: Bread / baked goods 44% Meat 44% Milk 41% Fresh fruit and vegetables 35% Pop / soft drinks 20% Other dairy 19% 24
  22. 22. Net Channel Performance Quick Trips (by who goes on trip) 1 2 3 2 1 5 4 7 7 9 8 9 5 5 Other 2 4 1 2 3 4 11 Convenience Stores 15 18 16 19 Drug Stores 11 12 14 13 Club / Warehouse Stores 11 General Merchandise Stores Discount Grocery Stores 57 61 50 53 54 Regular Grocery Stores TOTAL: All Trip Total Quick Male, Without Female, Joint Types Trips Partner Without Partner Base: Total N=1620, Total Quick Trips N=623, Male Without Partner N=246, Female Without Partner N=242, Joint N=135 30
  23. 23. Net Channel Performance General Stock Up Trips (by trip motivator) 1 4 1 2 0 1 2 2 1 1 8 10 2 7 Other 9 11 4 21 Convenience Stores 22 21 19 Drug Stores 35 14 13 11 11 Club / Warehouse Stores General Merchandise Stores 18 Discount Grocery Stores 50 54 54 56 Regular Grocery Stores 30 TOTAL: All Trip Total General Fresh Items Non-Perishable Both Fresh & Types Stock Up Trips Items Non-Perishable Items Base: Total N=1620, Total General Stock Up Trips N=707, Fresh Items N=454, Non-Perishable Items N=51, Both N=202 31
  24. 24. Net Channel Performance 1 4 2 1 9 15 Other 4 9 Convenience Stores 0 19 62 17 Drug Stores 11 6 Club / Warehouse Stores General Merchandise Stores 2 Discount Stores 50 52 26 Regular Grocery Stores 0 9 TOTAL: All Trip Types Emergency Trips Personal Care Trips Base: Total N=1620, Emergency Trips N=136, Personal Care Trips N=154 32
  25. 25. Channel Performance (Store Primarily Shopped At) Total Canada INDEX = Over indexed Emergency Personal = Under indexed Quick Trips General Stock Up Trips Trips Care Trips Both Fresh & TOTAL Male, Female, Non- Non- CANADA Without Without Perishable Perishable % Partner Partner Joint Fresh Items Items Items Total Total GROCERY STORES IGA 8 Sobeys 7 Safeway 6 No Frills 5 Loblaws 4 Food Basics 4 A local independent grocery store 4 Metro 3 GENERAL MERCHANDISE / SUPERSTORES Real Canadian Superstore 8 Wal-Mart 7 CLUB / WAREHOUSE STORES Costco 4 DRUG STORES Shopper’s Drug Mart / Pharmaprix 5 Base: Total N=1620, Male Without Partner N=246, Female Without Partner N=242, Joint N=135, Fresh Items N=454, Non-Perishable Items N=51, Both N=202, Emergency Trips N=136, Personal Care Trips N=154 33
  26. 26. Channel Conversion by Trip Type (Considered and Used) = Real Canadian Superstore Conversion = Wal-Mart Store Considered Store Used Rate 11% 44% 5% QUICK TRIPS 19% 31% 6% Fresh Items 19% 65% 12% Only 23% 20% 5% GENERAL Non- 59% 18% 30% STOCK UP Perishable TRIPS Items Only 36% 49% 18% Fresh & Non- Considered Wal~Mart for Personal Care Trip. 19% 64% 12% Perishable Shopped At…. Items 21% 18% 4% Shopper’s Drug Mart / Pharmaprix 52% Real Canadian Superstore 10% PERSONAL 8% Pharma Plus / Rexall Pharma Plus 51% 4% 7% CARE TRIPS Other drug store 37% 51% 7% 19% Safeway 6% Base: Quick Trips N=623, General Stock Up Fresh Items N=202, General Stock Up Non-Perishable Items N=51, General Stock Up Fresh & Non-Perishable Items N=454, Emergency Trips N=136, Personal Care Trips N=154 34
  27. 27. Triggering Conversion from Consideration to Usage Real Canadian Superstore Wal~Mart Is less expensive than other stores Products are easy to find in the store Cares about my needs Is open at convenient hours of the day Fits my style Fits my style Is easy to shop in The aisles are easy to navigate Changes to meet the needs of today’s Is less expensive than other stores shoppers Is easy to shop in with kids I feel good after shopping in this store Items I am looking for are always in-stock Is fun to shop in I trust that they are giving me the best deals 35
  28. 28. Communication 36
  29. 29. Checking Flyers before Last Trip Male Female Checked Online 4% 12% 5% 6% 10% 7% 9% 6% 37
  30. 30. Checking Flyers by Trip Type Non-Perishable Items Only 53% Perishable Items Only 69% General Quick Trip Stock Up Trip Combined 38% Items 65% 44% Personal Care Trip 38
  31. 31. % Who checked the flyer and shopped the store …. 39
  32. 32. How do you feel? 40
  33. 33. Emotional benefits by trip type Projector Non-Perishables only I enjoyed spending time with my child / children I felt rushed because I had limited tim I felt relieved that one of my chores was complete It cheered me up I enjoyed spending time with my spouse / partner I enjoyed the peace and quiet of shopping by myself Fresh Items only Both Fresh & Non-Fresh Items I liked looking for new products in the store I managed to accomplish a lot while shopping I felt like I was doing something good for my family I had fun picking out treats for myself 41
  34. 34. Emotional benefits by channel Projector Discount Grocery Stores I managed to accomplish a lot while shopping I took pleasure in choosing items needed for an event / occasion I felt like I was doing something good for my family General Merchandise Stores I felt relieved that one of my chores was complete I had fun picking out treats for myself It cheered me up I liked looking for new products in the store I enjoyed spending time with my spouse / partner Club / Warehouse Stores Regular Grocery Stores I enjoyed the peace and quiet of shopping by myself I felt rushed because I had limited time 42
  35. 35. Emotional benefits by banner Projector I took pleasure in choosing items needed for an event / occasion I enjoyed spending time with my child / children Wal-Mart No Frills I felt like I was doing something good for my family It cheered me up I felt relieved that one of my chores was complete I had fun picking out treats for myself I enjoyed spending time with my spouse / partner Real Canadian Superstore I liked looking for new products in the store Costco I managed to accomplish a lot while shopping IGA Safeway Sobeys I felt rushed because I had limited time I enjoyed the peace and quiet of shopping by myself 43
  36. 36. Emotional benefits by social values Projector Modern Middle Class I enjoyed spending time with my spouse / partner I felt relieved that one of my chores was I liked looking for new products in the store It cheered me up Traditionalists I felt like I was doing something good for my family I managed to accomplish a lot while shopping I had fun picking out treats for myself Liberal Progressives Established Anxious Materialists Adaptive Achievers I enjoyed the peace and quiet of shopping by myself I took pleasure in choosing items needed for an event / occasion I felt rushed because I had limited time 44
  37. 37. Drivers of Satisfaction 45
  38. 38. Drivers of Satisfaction 46
  39. 39. The Path to Purchase 47
  40. 40. The Purchase Process Brand Commitment ? Purchase Category Involvement
  41. 41. The Purchase Process Brand Value Shopper Involvement Commitment Shopper Enjoyment of the process Involvement Purchase Social involvement Category Impulsivity Involvement Length of time at the shelf Innovation seeking Trip Type
  42. 42. The Purchase Process Brand Loss Gain Value Commitment Shopper Risk Gain Involvement Purchase Category Impulsivity Involvement Trip Type
  43. 43. The Purchase Process: Potato Chips Brand Commitment Purchase Category Involvement
  44. 44. The Purchase Process: Potato Chips Brand Commitment Purchase Category Involvement
  45. 45. The Purchase Process: Potato Chips Brand Loss Gain Value Commitment Purchase Category Involvement
  46. 46. The Purchase Process: Potato Chips Brand Loss Gain Value Commitment Shopper Risk Gain Involvement Purchase Category Involvement
  47. 47. The Purchase Process: Potato Chips Brand Loss Gain Value Commitment Shopper Risk Gain Involvement Purchase Category Impulsivity Involvement Fun to shop Benefit seeking Detached
  48. 48. The Purchase Process: Frozen Meals Brand Loss Gain Value Commitment Shopper Risk Gain Involvement Purchase Category Impulsivity Involvement Information seeking Loss avoidance Low enjoyment
  49. 49. The Purchase Process: Laundry Brand Loss Gain Value Commitment Shopper Risk Gain Involvement Purchase Category Impulsivity Involvement Trip Trigger Discount Hunting within Brand
  50. 50. • Demographics is Destiny • Trip Types: Dynamic segmentation to meet objectives • Emotional needs vary by values and by trip type • Path to purchase: In store understanding needs new metrics Robin.brown@environics.ca http://shopperwatch.blogspot.com/ 59

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