The document discusses the attitudes and behaviors of today's grocery shoppers based on a study of 2,000 primary grocery shoppers. Some key findings include: - The average grocery shopper spends nearly £4,500 and almost 4 1⁄2 days per year shopping for groceries. - Confectionery is the category where consumers are most open to new product innovations, with 27% willing to try new products. - Seeing the product on shelf is the leading driver of awareness of new products. - Quality of ingredients is considered the most important product attribute, with 88% considering it important. For adults, fat content is a top concern while for kids it's sugar content and lack of

1. The Grocery Eye
attitudes & behaviours of today’s grocery shopper
The average grocery shopper spends nearly £4,500 on groceries and almost 4 ½
days every year perusing the aisles for products. With such a huge investment
of time and money, what do consumers really want to see in their basket?
Product
Innovation
Confectionery is the category where
consumers are most open to new ideas
27% perceive
Almost
1 in 4
ONE in TEN
are willing to try
new products
80%
that the breakfast cereals
category launches the
most new products
believe
consumers identify chilled
ready meals as one of
their top 5 categories
most in need of innovation
seeing the product on-shelf is the leading
driver to new product awareness
What does
88%
Quality of ingredients
is the most important
product attribute
with 88% considering
this important
HEALTHY
mean?
value
quality
33%
41%
For adults, fat
content leads the
way (41%)
For kids it’s sugar
38%
content (38%)
and no artificial
ingredients (33%)
Convenience
over health
Health
Product
Attributes
TWO
thirds
of shoppers
see British
ingredients
as an
important
product
attribute
When it comes to breakfast
and lunch, 16-54 year olds
consider convenience to be
more important than health
The Grocery Eye study was conducted in November 2013 with
2,000 primary grocery shoppers.
Data courtesy of SPA Future Thinking
www.spafuturethinking.com
innovation
intelligence
inspiration