Food Shopper Insights: Grocery Shopping Trends in the U.S.

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Food Shopper Insights: Grocery Shopping Trends in the U.S.

  1. 1. Get more info on this report!Food Shopper Insights: Grocery Shopping Trends in the U.S.July 1, 2011Food Shopper Insights: Grocery Shopping Trends in the U.S. offers fresh, originaland actionable analysis to enable grocers and food manufacturers, marketers andbrand managers to learn more about how grocery shoppers decide where to shop andhow they make up their minds about what to buy. A first-of-its-kind Packaged Factsreport, Food Shopper Insights delves into the minds of grocery shoppers with primaryresearch based upon proprietary data from an online survey of 2,000 U.S. adults whohad shopped for groceries within 24 hours of being surveyed. By anchoring its analysisin grocery shopper accounts of very recent grocery shopping trips, Food ShopperInsights taps immediately and directly into the actual contexts, motivations, and triggersframing the behavior of grocery shoppers.The first chapter of the report presents topline findings to guide marketers in aligningshopper marketing efforts with the mindset, behavior and tactics of grocery shoppersboth before shopping trips and in the store. The next chapter provides an overview ofgrocery shopper behavior before the store, including what motivated grocery shoppersto set out on their last grocery shopping trip, what they did to prepare for it and why theychose the grocery store where they shopped. Subsequent chapters provide toplinefindings regarding in-the-store behavior of grocery shoppers and a breakdown of whatgrocery shoppers like and dont like about their grocery store. The report continues withan analysis of how wellness concerns affect the purchase decisions of groceryshoppers and their attitudes toward food manufacturers and grocery stores.The next chapter contains an innovative look at the mindset of grocery shoppers at theshelf and explores what grocery shoppers were thinking when they purchased a cross-section of food products on their last grocery shopping trip. The analysis comparesplanned and impulse purchases and examines the impact on purchase decisions offactors such as sales and promotions, attitudes toward national brands and storebrands, personal and family preferences, taste/flavor/ texture, convenience and theforce of habit.The final chapters of the report segment grocery shoppers along the lines ofdemographic characteristics, life stages, key motivators for their most recent groceryshopping trip and grocery shopping habits.
  2. 2. The report first compares the before-the-store and in-the-store behavior of men and women, older and younger grocery shoppers, single and family grocery shoppers and full-time workers and those not working full-time. A separate chapter analyzes the attitudes and behavior of grocery shoppers based upon their motivations for their most recent grocery shopping trip, including those who went shopping in order to pick up ingredients to prepare a specific meal or recipe at home, stock up on groceries, take advantage of sales and promotions on specific items and pick up food in a grocery store rather than using fast food. The last chapter of the report takes an in-depth look at shopper segments based on grocery shopping habits and patterns: those who go grocery shopping every four to five days or more often, grocery shoppers who spend an average of $80 or more per week on food and those who shopped at more than one grocery store on their most recent grocery shopping trip.The data analyzed in Food Shopper Insights are derived from Packaged Facts March2011 Food Shopper Insights (FSI) Survey, an online survey of 2,000 U.S. adults whohad shopped for groceries within 24 hours of being surveyed. Respondents inaggregate were Census representative on the demographic measures of gender, age,race/ethnicity, geographic region, household income and presence of children in thehousehold.More Food & Beverage Reports by Packaged FactsNatural and Organic Foods and Beverages in the U.S., 3rd Edition by Packaged FactsU.S. retail sales of natural and organic foods and beverages rose to nearly $39 billion in2010, an increase of 9% over the previous year’s ...Healthy 50+ Americans: Trends and Opportunities in the Emerging Wellness Market byPackaged FactsThis Packaged Facts report focuses on the market potential of the 26 million “HealthyConsumers” who are 50 years old and over and who are ...Social Media and Technology in the U.S. Foodservice Industry: Trends andOpportunities for an Emerging Market by Packaged FactsThe convergence of social media, mobile devices and consumer lifestyles is ushering ina new era of restaurant-consumer interaction, opening new doors for restaurantoperators ...Trends in U.S. Corporate Foodservice by Packaged FactsPackaged Facts forecasts that corporate foodservice sales will drop more than 6%during 2011-12, driven primarily by continued high unemployment, restaurantencroachment into the corporate ...
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  4. 4. IBISWORLD INDUSTRY RISK RATINGS REPORT This is the replacement forIBISWorlds January 2011 edition of Drywall Installers in the US Industry Risk RatingsReport. Industry Risk Ratings ...D&B Country Report: The United States of America by Dun & Bradstreet Inc.D&B Country Report. Comprehensive information for evaluating risks and opportunitieswhen trading or investing in this country. Providing critical information and analysis on ...Country Report United States January 2011 by Economist Intelligence UnitCountry Reports analyse political and economic trends in featured countries. They showyou exactly how national, regional and global events will affect your business in ...Table of ContentsChapter 1 Executive SummaryIntroductionOverview of the ReportMethodologyFood Shopper Insights: Topline Findings Re-Visit the Steps on the Path to Purchase Reward Customer Loyalty Understand Why Grocery Shoppers Decide Where to Shop Get Brands at the Top of Food Shoppers Minds before the Store Know Who Grocery Shoppers Are Adapt In-Store Shopper Marketing to Grocery Shopping Patterns Re-Assess the Value of Packaging Measure the Impact of In-Store Marketing Re-Think Store Layouts Upgrade Store-Prepared Food Items Respond to Health and Wellness ConcernsEngaging Food Shoppers Before the Store: The Topline
  5. 5. Most Grocery Shoppers Have Short Horizon Six in Ten Spend Less than $100 on Groceries Weekly 64% Perform Some Type of Preparation for Shopping Gathering Coupons Top Planning Activity for Shoppers Using Both Print Media and InternetFood Shoppers in the Store: The Topline One-Store Shopping Predominates Discount Stores Attract One in Four Food Shoppers Most Grocery Shoppers Go Straight Home from the Store Most Grocery Shoppers Shop Alone Reusable Shopping Bags Favored by Minority of Shoppers Customized In-Store Services Rarely Used Food Shoppers Make Their Own Decisions in the Store Food Safety Worries Purchasers of Fresh Meat and Seafood Mixed Feelings about Fresh Fruits and Vegetables Store-Prepared Food Items Attract Many Grocery ShoppersWhat Grocery Shoppers Like (and Dont Like) about Their Grocery Store Grocers See Satisfied Shoppers in Their Stores Vast Majority of Food Shoppers Stick to the Same Store Few Shoppers View Prices as "Higher than Average" High Level of Satisfaction with Range of Services and Products Offered by Grocery Store Grocery Shoppers Want More and Better Ready-to-Eat Meals Later Hours Would Expand Sales of Self-Serve Food Bars Shoppers Want Food Industry to Do More about Food Safety Grocery Shoppers Exhibit High Level of Distrust in Food Labeling Food Shoppers See Food Stores as Enablers of Unhealthy EatingThe Impact of Wellness Concerns on Grocery Shoppers
  6. 6. Wellness Is a Concern for Many Grocery Shoppers Overweight Troubles Many Grocery Shoppers Wellness Concerns Help Drive Grocery Purchase Decisions More than Half of Grocery Shoppers Avoid High-Calorie Foods Nutritional Content of Foods Important Highly Processed Foods an Issue Health-Enhancing Food and Beverage Products Favored Food Restrictions Matter to Many Grocery Product Purchases Reflect Wellness Concerns Environmental Concerns Affect What Happens in the Aisles of Grocery StoresWhat Women (and Men) Want in Grocery Stores Men Shop for Food More Frequently Food Shopping on Many "Honey Do" Lists Men Look for Convenient Parking and Quick Check-Out In-Store Bakeries More Important to Men Cleanliness of Store Matters More to Women Women More Organized When They Go Grocery Shopping Women Notice Mail Promotions, Men Remember Newspapers Ads or Inserts Women More Sensitive to Saving Money Store Brands More Popular among Women Women Take Harder Line on Role of Food Industry in Unhealthy EatingFood Shopper Profiles: Key Demographic Segments Singles vs. Couples without Children and Families with Children Younger vs. Older Shoppers Full-Time WorkersAn In-Depth Look at Key Motivators for Food Shoppers Picking Up Ingredients to Prepare a Specific Meal or Recipe at Home
  7. 7. Stocking up on Groceries Taking Advantage of Sales and Promotions on Specific Items Picking Up Food in a Grocery Store Rather than Using Fast FoodFood Shopper Profiles: Shopping Patterns Frequent Food Shoppers Big Spenders Multi-Store ShoppersChapter 2 Food Shopper Insights: Topline FindingsAdapting to Changes in the Path to Purchase before the Grocery Store Re-Visit the Steps on the Path to Purchase Get Ready for Mobile In-Store Marketing Reward Customer Loyalty Understand Why Grocery Shoppers Decide Where to Shop Get Brands at the Top of Food Shoppers Minds before the Store Know Who Grocery Shoppers Are Demographics and Life Stages Make a Difference Table 2-1: Key Food Shopper Insights by Selected Demographic Characteristics, 2011 Table 2-2: Key Food Shopper Insights by Motivation for Most Recent Grocery Shopping Trip, 2011 Grocery Shopping Habits Tell an Important Story Table 2-3: Key Food Shopper Insights by Food Shopping Patterns, 2011Influencing the Path to Purchase of Food Shoppers in the Store Adapt In-Store Shopper Marketing to Grocery Shopping Patterns Enhance Brand Involvement Re-Assess the Value of Packaging Measure the Impact of In-Store Marketing Re-Think Store Layouts
  8. 8. Focus on In-Store Services to Increase Contacts with Grocery Shoppers in the Store Upgrade Store-Prepared Food Items Table 2-4: Purchase of Store-Prepared Foods on Most Recent Grocery Shopping Trip by Selected Characteristics, 2011 Build Confidence in Fresh Products and Develop Trust in Labeling Respond to Health and Wellness Concerns Reach Out to All Food Shopper Segments Figure 2-1: Aggregate Consumer Expenditures on Food at Home by Type of Household, 2009 Table 2-5: Profile of Expenditures of Affluent Single Consumers for Eating at Home and Eating Out, by Gender and Income, 2009Chapter 3 Engaging Food Shoppers Before the Store: The ToplineOverview Most Grocery Shoppers Have Short Horizon Figure 3-1: Top Motivations for Grocery Trips, 2011 Half Shop for Groceries Every Five Days or More Often Figure 3-2: Frequency of Shopping for Groceries, 2011 Six in Ten Spend Less than $100 on Groceries Weekly Table 3-1: Average Amount Spent Weekly on Groceries, 2011Planning Ahead 64% Perform Some Type of Preparation for Shopping Figure 3-3: Percent of Grocery Shoppers Doing Any Kind of Planning Before Most Recent Grocery Shopping Trip, 2011 Table 3-2: Percent of Grocery Shoppers Agreeing "I Often Stop by the Grocery Store on the Spur of the Moment," 2011 Shopping List Is Most Common Form of Preparation Table 3-3: Most Common Types of Planning for Grocery Shopping Before Most Recent Grocery Shopping Trip, 2011 Contents of Shopping Lists
  9. 9. Table 3-4: Types of Information on Shopping List Before Most Recent Grocery Shopping, 2011 Gathering Coupons Top Planning Activity for Shoppers Using Both Print Media and Internet Table 3-5: Type of Planning by Grocery Shoppers Before Most Recent Grocery Shopping Trip, Print Media vs. Internet, 2011 Promotional Communications from Grocery Stores Reach 31% of Shoppers Figure 3-4: Percent of Grocery Shoppers Seeing/Hearing Ads or Receiving Promotional Communications from Store(s) Where They Shopped Most Recently for Groceries, 2011 Table 3-6: Percent of Grocery Shoppers Seeing/Hearing Ads or Receiving Promotional Communications from Store(s) Where They Shopped Most Recently for Groceries by Type of Communication, 2011Choosing a Store Loyalty a Hallmark of Food Shoppers Figure 3-5: Percent of Grocery Shoppers Considering Different Stores Before Deciding on One for Most Recent Grocery Shopping Trip, 2011 Figure 3-6: Length of Time Shopping at Store on Most Recent Grocery Shopping Trip, 2011 Convenience and Low Prices Attract Shoppers Figure 3-7: Top 7 Reasons for Deciding Where to Shop for Groceries on Most Recent Grocery Shopping Trip, 2011 Table 3-7: Other Reasons for Deciding Where to Shop for Groceries on Most Recent Grocery Shopping Trip, 2011 Fresh Fruits and Vegetables Important Shopping Draw Table 3-8: Types of Products Most Important in Decision Where to Shop for Groceries on Most Recent Grocery Shopping Trip, 2011 Clean Stores Make a Difference Table 3-9: Reasons for Avoiding Shopping in Certain Food Stores, 2011 Weekly Specials at the Top of the Minds of Grocery Shoppers Table 3-10: Awareness of Stores Involvement in Selected In-Store Services and Programs, 2011 Community Programs Raise Grocers Profiles
  10. 10. Table 3-11: Awareness of Stores Involvement in Selected Community Programs, 2011Chapter 4 Food Shoppers in the Store: The ToplineOverview Vast Majority Use Cars to Go Grocery Shopping Table 4-1: Place of Residence of Food Shoppers, 2011 Figure 4-1: Mode of Transportation Used for Most Recent Grocery Shopping Trip, 2011 One-Store Shopping Predominates Figure 4-2: Number of Stores Shopped on Most Recent Grocery Shopping Trip, 2011 Discount Stores Attract One in Four Food Shoppers Table 4-2: Type of Supermarket/Grocery Store Shopped on Most Recent Grocery Shopping Trip, 2011 Most Grocery Shoppers Go Straight Home from the Store Figure 4-3: Percent of Grocery Shoppers Going Straight Home after Grocery Shopping on Most Recent Grocery Shopping Trip, 2011 Figure 4-4: Percent of Grocery Shoppers Also Shopping at Stores Unrelated to Food/Grocery Shopping on Most Recent Grocery Shopping Trip, 2011 Most Grocery Shoppers Shop Alone Table 4-3: With Whom Shopped on Most Recent Grocery Shopping Trip, 2011 Most Shoppers Spend Less than $50 per Trip Table 4-4: Amount Spent on Groceries/Food (excluding non-foods) on Most Recent Grocery Shopping Trip, 2011 Many Grocery Carts Contain Only a Handful of Items Table 4-5: Number of Groceries/Food Items Purchased on Most Recent Grocery Shopping Trip, 2011 Table 4-6: Type of Shopping Cart Used on Most Recent Grocery Shopping Trip, 2011 Reusable Shopping Bags Favored by Minority of Shoppers Figure 4-5: Percent of Grocery Shoppers Bringing Own Reusable Shopping Bags on Most Recent Grocery Shopping Trip, 2011
  11. 11. Table 4-7: Type of Shopping Bag Used on Most Recent Grocery Shopping Trip, 2011 Customized In-Store Services Rarely Used Figure 4-6: Use of Customized In-Store Services on Most Recent Grocery Shopping Trip, 2011 Food Shoppers Make Their Own Decisions in the Store Figure 4-7: Percent of Food Shoppers Discussing Food Product Selections with Store Associates on Most Recent Grocery Shopping Trip, 2011Overview of Shopping by Department Food Safety Worries Purchasers of Fresh Meat and Seafood Table 4-8: Purchase of Items from Fresh Meat/Poultry/Seafood Department on Most Recent Grocery Shopping Trip, 2011 Figure 4-8: Percent Agreeing Food Safety Is Major Concern When Buying Fresh Meat, Poultry or Seafood, 2011 Mixed Feelings about Fresh Fruits and Vegetables Table 4-9: Attitudes toward Buying Fresh Fruits and Vegetables, 2011 Table 4-10: Purchase of Items from Fresh Fruits and Vegetables Department on Most Recent Grocery Shopping Trip, 2011 International Items Attract Many Grocery Shoppers Figure 4-9: Percent of Grocery Shoppers Who Seek Out Authentic International, Regional or Ethnic Grocery Products, 2011 Figure 4-10: Percent of Grocery Shoppers Who Purchased International/Foreign Grocery Products on Most Recent Grocery Shopping Trip, 2011 Store-Prepared Food Items Attract Many Grocery Shoppers Table 4-11: Purchase of Store-Prepared Food Items on Most Recent Grocery Shopping Trip, 2011 Household Products Top List of Non-Food Purchases Table 4-12: Purchase of Non-Food Products on Most Recent Grocery Shopping Trip, 2011Chapter 5 What Grocery Shoppers Like (and Dont Like) about Their GroceryStoreWhat Grocery Shoppers Like
  12. 12. Grocery Shopping Enjoyable to Most Figure 5-1: Percent of Grocery Shoppers Agreeing "I Enjoy Grocery Shopping," 2011 Grocers See Satisfied Shoppers in Their Stores Table 5-1: Level of Satisfaction with Grocery Store Shopped on Most Recent Grocery Shopping Trip, 2011 Vast Majority of Food Shoppers Stick to the Same Store Figure 5-2: Percent Shopping at Usual Grocery Store on Most Recent Grocery Shopping Trip, 2011 Few Shoppers View Prices as "Higher than Average" Table 5-2: Perception of Prices at Grocery Store Shopped on Most Recent Grocery Shopping Trip, 2011 Grocery Stores Viewed as Convenient Table 5-3: Perceptions of Convenience of Location of Grocery Store Shopped on Most Recent Grocery Shopping Trip, 2011 High Level of Satisfaction with Range of Services and Products Offered by Grocery Store Table 5-4: Level of Satisfaction with Grocery Store Shopped on Most Recent Grocery Shopping Trip, 2011 Most Shoppers Happy with Store Layout Figure 5-3: Percent of Grocery Shoppers Agreeing the Layout of the Food Store Where hey Shopped Most Recently Works Well for Their Needs, 2011What Grocery Shoppers Dont Like Grocery Shoppers Want More and Better Ready-to-Eat Meals Table 5-5: Attitudes toward Ready-to-Eat Meal Items, 2011 Later Hours Would Expand Sales of Self-Serve Food Bars Table 5-6: Impact of Late Hours on Food Purchasing Patterns, 2011 Newer Stores Preferred by Many Food Shoppers Figure 5-4: Percent of Grocery Shoppers Who Prefer to Shop in Newer Food Stores, 2011 Shoppers Want Food Industry to Do More about Food Safety
  13. 13. Table 5-7: Attitudes toward Food Safety, 2011 Grocery Shoppers Exhibit High Level of Distrust in Food Labeling Table 5-8: Credibility of Labels on Food Products, 2011 Food Shoppers See Food Stores as Enablers of Unhealthy Eating Table 5-9: Attitudes toward Role of Food Stores in Unhealthy Eating, 2011 Product Packaging Bothers Many Food Shoppers Table 5-10: Attitudes toward Packaging, 2011Chapter 6 The Impact of Wellness Concerns on Grocery ShoppersIntroduction Wellness Is a Concern for Many Grocery Shoppers Table 6-1: Attitudes toward Wellness and Physical Fitness, 2011 Table 6-2: Percent of Grocery Shoppers Who Work Out, 2011 Overweight Troubles Many Grocery Shoppers Figure 6-1: Percent of Grocery Shoppers with Someone in the Household Who Is Overweight, 2011 Table 6-3: Concerns about Being Overweight, 2011Impact of Health and Wellness Concerns on Grocery Purchase Decisions Wellness Concerns Help Drive Purchase Decisions of Many Grocery Shoppers Figure 6-2: Percent of Grocery Shoppers Agreeing "The Groceries I Choose Are Determined in Part by Specific Wellness Goals and Concerns," 2011 More than Half of Grocery Shoppers Claim to Avoid High-Calorie Foods Table 6-4: Percent of Grocery Shoppers Avoiding High-Fat and High-Sugar Foods, 2011 Nutritional Content of Foods Important Table 6-5: Attitudes toward Nutritional Content of Foods 2011 Highly Processed Foods an Issue Table 6-6: Attitudes toward Processed Foods, 2011 Health-Enhancing Food and Beverage Products Favored
  14. 14. Table 6-7: Attitudes toward Foods Designed to Promote Health and Nutrition, 2011 Food Restrictions Matter to Many Figure 6-3: Percent of Grocery Shoppers Who Agree That Food Restrictions, Food Avoidances or Food Allergies Play an Important Role in What Their Household Eats, 2011 Grocery Product Purchases Reflect Health and Wellness Concerns Table 6-8: Purchase of Grocery Products with Package Labels/Claims on Most Recent Grocery Shopping Trip by Type of Label, 2011 Environmental Concerns Affect What Happens in the Aisles of Grocery Stores Table 6-9: Impact of Environmental Concerns on Grocery Shoppers, 2011 Many Grocery Shoppers View "Organic" and "Natural" Claims with Suspicion Table 6-10: Attitudes toward "Natural" and "Organic" Labeling, 2011Chapter 7 Food Shoppers at the Shelf: Whats on Their Minds?The Mindset of Food Shoppers at the Shelf: Overview Introduction Key Findings Table 7-1: Motivations for Buying Selected Products on Most Recent Grocery Shopping Trip, 2011The Mindset of Shoppers at the Shelf: The Details Planned vs. Impulse Purchases Table 7-2: Food Products with the Highest and Lowest Likelihood of Being "Planned" Purchases by Grocery Shoppers Who Purchased the Product on Most Recent Grocery Shopping Trip, 2011 Table 7-3: Food Product Purchases Characterized as "Impulse" Purchases by Grocery Shoppers Who Purchased the Product on Most Recent Grocery Shopping Trip, 2011 Store Brands vs. National Brands Table 7-4: Attitudes of Grocery Shoppers toward National/Name Brands and Store Brands, 2011
  15. 15. Table 7-5: Food Products Purchased by Grocery Shoppers on Most Recent Grocery Shopping Trip with the Highest and Lowest Likelihood of Being National/Name Brands, 2011 Table 7-6: Food Products Most Likely to Be Store Brand Purchases Made on Most Recent Grocery Shopping Trip, 2011 The Force of Habit Table 7-7: Percent of Grocery Shoppers Having "One Usual Purchase" for Food Products Bought on Most Recent Grocery Shopping Trip, 2011 Table 7-8: Percent of Grocery Shoppers Citing "Habit" as One of the Main Reasons for Choosing a Particular Item on Most Recent Grocery Shopping Trip, 2011 Buying on Sale Figure 7-1: Percent of Grocery Shoppers Who Agree "I Buy a Lot of Grocery Products That Are on Sale or Promotion," 2011 Table 7-9: Food Products Most Likely to Be Bought on Sale Compared to Products Most Likely to Be Perceived as "Lower Priced," 2011 Table 7-10: Food Products Most Likely Not to Be Bought on Sale Compared to Products Most Likely to Be Perceived as Having a "Typical/Average Price," 2011 Favorite Things at the Grocery Store Table 7-11: Impact of Family Preferences on Grocery Purchases, 2011 Table 7-12: Percent of Grocery Shoppers Citing "Personal/Family Favorite" as One of the Main Reasons for Purchasing Products on Most Recent Grocery Shopping Trip by Type of Product, 2011 The Importance of Taste, Flavor and Texture Table 7-13: Percent of Grocery Shoppers Citing "Taste/Flavor/Texture" as One of the Main Reasons for Purchasing Products on Most Recent Grocery Shopping Trip by Type of Product, 2011 The Search for Convenience Table 7-14: Percent of Grocery Shoppers Citing "Easy to Prepare/Cook" as One of the Main Reasons for Purchasing Products on Most Recent Grocery Shopping Trip by Type of Product, 2011Chapter 8 What Women (and Men) Want in Grocery StoresBefore the Store Men Shop for Food More Frequently
  16. 16. Figure 8-1: Percent of Male and Female Grocery Shoppers Who Go Grocery Shopping Every Three Days or More Often, 2011 Food Shopping on Many "Honey Do" Lists Table 8-1: Selected Motivations for Most Recent Grocery Shopping Trip, Men vs. Women, 2011 Men Look for Convenient Parking and Quick Check-Out Table 8-2: Selected Factors Most Important in Deciding Where to Shop on Most Recent Grocery Shopping Trip, Men vs. Women, 2011 In-Store Bakeries More Important to Men Table 8-3: Selected Products Most Important in Deciding Where to Shop on Most Recent Grocery Shopping Trip, Men vs. Women, 2011 Cleanliness of Store Matters More to Women Figure 8-2: Percent of Male and Female Grocery Shoppers Who Agree "I Avoid Shopping in Stores That Arent Extremely Clean," 2011 Women More Organized When They Go Grocery Shopping Figure 8-3: Percent of Male and Female Grocery Shoppers Who "Often Stop by the Grocery Store on the Spur of the Moment," 2011 Table 8-4: Types of Planning Before Most Recent Grocery Shopping Trip, Men vs. Women, 2011 Table 8-5: Type of Information Included on Shopping List for Most Recent Grocery Shopping Trip, Men vs. Women, 2011 Women Notice Mail Promotions, Men Remember Newspapers Ads or Inserts Table 8-6: Awareness of Ads/Marketing Communications before Most Recent Grocery Shopping Trip, Men vs. Women, 2011 Women More Tuned In to What Grocery Stores Have to Offer Table 8-7: Awareness of Stores Involvement in Selected Services and Programs, Men vs. Women, 2011In the Store Advertising Has Greater Impact on Women Figure 8-4: Percent of Male and Female Grocery Shoppers Who Agree "Advertising Helps Me Find New Food or Grocery Products," 2011 Women More Sensitive to Saving Money When Shopping
  17. 17. Figure 8-5: Use of Weekly Specials by Male and Female Grocery Shoppers on Most Recent Grocery Shopping Trip, 2011 Figure 8-6: Use of Coupons/Coupon Codes by Male and Female Grocery Shoppers on Most Recent Grocery Shopping Trip, 2011 Store Brands More Popular among Women Figure 8-7: Percent of Male and Female Grocery Shoppers Agreeing Store- Brand Food and Beverage Products Are Usually as Good Quality as Name Brands, 2011 Women Take Harder Line on Role of Food Industry in Unhealthy Eating Table 8-8: Attitudes of Male and Female Grocery Shoppers toward Role of Grocery Stores in Healthy Eating and Food Safety, 2011 Women More Likely to Turn to Others for Food Ideas Table 8-9: Sources of Ideas for Recipes and Food Products, Men vs. Women, 2011 In-Store Differences between Male and Female Grocery Shoppers Table 8-10: Profile of In-Store Behavior of Men and Women on Most Recent Grocery Shopping Trip, 2011Chapter 9 Food Shopper Profiles: Key Demographic SegmentsFamily and Single Grocery Shoppers Families Shop More Often and Spend More Table 9-1: Frequency of Grocery Shopping and Average Amount Spent Weekly on Groceries by Household Type, 2011 Singles Devote Less Thought to Grocery Shopping Table 9-2: Planning Activities Prior to Most Recent Grocery Shopping Trip by Household Type, 2011 Grocery Shopping Often Part of Larger Shopping Expedition for Families Table 9-3: Number and Type of Stores Shopped on Last Grocery Shopping Trip by Household Type, 2011 Table 9-4: With Whom Shopped on Last Grocery Shopping Trip by Household Type, 2011 Family Grocery Shoppers Concerned about Saving Money, Singles Look for Quicker Check-Out
  18. 18. Table 9-5: Factors Important in Deciding Where to Shop for Groceries by Household Type, 2011 Table 9-6: Percent of Grocery Shoppers Using Any Coupons/Coupon Codes (Food or Non-Food) and Store Sales Circulars on Most Recent Grocery Shopping Trip by Household Type, 2011 Grocery Spending Patterns Vary across Households Table 9-7: Amount Spent and Number of Items Purchased on Most Recent Grocery Shopping Trip by Household Type, 2011 Table 9-8: Types of Products Purchased on Most Recent Grocery Shopping Trip by Household Type, 2011 Grocery Shoppers with Children More Concerned about Healthy Eating Figure 9-1: Percent of Grocery Shoppers Agreeing that Grocery Manufacturers Should Do More to Help Consumers Eat Healthfully, 2011Younger and Older Food Shoppers Older Shoppers More Likely to Stick with Same Store Table 9-9: Store Selection Patterns by Age of Grocery Shopper, 2011 Older Grocery Shoppers Look for Convenience, Younger Shoppers Choose Late Hours Table 9-10: Factors Most Important in Deciding Where to Shop for Groceries on Most Recent Grocery Shopping Trip by Age of Grocery Shopper, 2011 Younger Shoppers More Persuaded by Selection of Natural and Organic Foods Table 9-11: Products Most Important in Deciding Where to Shop for Groceries on Most Recent Grocery Shopping Trip by Age of Grocery Shopper, 2011 Spur-of-the-Moment Shopping Doesnt Work for 50+ Grocery Shoppers Figure 9-2: Percent of Grocery Shoppers Who Often Stop by the Grocery Store on the Spur of the Moment by Age Group, 2011 Younger Shoppers More Likely to Turn to the Internet to Plan Their Grocery Shopping Trips Table 9-12: Types of Planning before Most Recent Grocery Shopping Trip by Age of Grocery Shopper, 2011 Under-50 Grocery Shoppers More Alert to Marketing Outreach from Store Table 9-13: Awareness of Promotional Communications Before Most Recent Grocery Shopping Trip by Age of Grocery Shopper, 2011
  19. 19. Food Stores Popular among Under-50 Shoppers as Alternative to Kitchen Table 9-14: Where Grocery Shoppers Go When They Dont Get Food for Meals and Snacks from Kitchen by Age of Grocery Shopper, 2011 Table 9-15: Attitudes toward Ready-to-Eat Food by Age of Grocery Shopper, 2011 Younger Grocery Shoppers Go For Single-Serve Beverages Figure 9-3: Percent of Grocery Shoppers Purchasing Single-Serve Beverages for Immediate Consumption on Most Recent Grocery Shopping Trip by Age Group, 2011 In-Store Behavior of Older and Younger Shoppers Profiled Table 9-16: Profile of Most Recent Grocery Shopping Trip by Age of Grocery Shopper, 2011Food Shoppers Who Work Full-Time Spur-of-the-Moment Food Shopping More Common among Full-time Workers Figure 9-4: Percent of Grocery Shoppers Who Often Stop by the Grocery Store on the Spur of the Moment by Employment Status, 2011 Full-Time Workers Turn to the Internet When They Do Plan Trips to the Grocery Store Table 9-17: Types of Planning Activities before Most Recent Grocery Shopping Trip by Employment Status, 2011 Food Stores Source of Meals and Snacks for Full-Time Workers Table 9-18: Where Grocery Shoppers Go When They Dont Get Food for Meals and Snacks from Kitchen by Employment Status, 2011 Table 9-19: Importance of Store-Prepared Foods to Grocery Shoppers by Employment Status, 2011 Table 9-20: Selected Purchases on Most Recent Grocery Shopping Trip by Employment Status, 2011Chapter 10 An In-Depth Look at Key Motivators for Food ShoppersIntroductionPicking Up Ingredients to Prepare a Specific Meal or Recipe at Home Menus and Recipes on the Mind of Many Grocery Shoppers Table 10-1: Likelihood of Searching for Recipes and Meal Planning Information Before Most Recent Grocery Shopping Trip, Grocery Shoppers Picking Up
  20. 20. Ingredients to Prepare a Specific Meal or Recipe at Home vs. Grocery Shoppers as a Whole, 2011 TV Chefs Source of Cooking Ideas Figure 10-1: Percent Getting Ideas from TV Cooking Shows about What to Eat and Cook, Grocery Shoppers Picking Up Ingredients to Prepare a Specific Meal or Recipe at Home vs. Grocery Shoppers as a Whole, 2011 Specialty Foods Important Table 10-2: Reasons for Deciding Where to Shop on Most Recent Grocery Shopping Trip, Grocery Shoppers Picking Up Ingredients to Prepare a Specific Meal or Recipe at Home vs. Grocery Shoppers as a Whole, 2011 In-Store Behavior of Shoppers with a Specific Meal or Recipe in Mind Table 10-3: In-Store Profile of Most Recent Grocery Shopping Trip, Grocery Shoppers Picking Up Ingredients to Prepare a Specific Meal or Recipe at Home vs. Grocery Shoppers as a Whole, 2011Stocking up on Groceries Stocking Up Means Looking for Value Table 10-4: Impact of Money-Saving Factors in Deciding Where to Shop on Most Recent Grocery Shopping Trip, Shoppers Stocking Up on Groceries vs. Grocery Shoppers as a Whole, 2011 Table 10-5: Money-Saving Shopping Activities on Most Recent Grocery Shopping Trip, Shoppers Stocking Up on Groceries vs. Grocery Shoppers as a Whole, 2011 Stores Product Selection Important to Grocery Shoppers Stocking Up Table 10-6: Most Important Factors in Deciding Where to Shop on Most Recent Grocery Shopping Trip, Shoppers Stocking Up on Groceries vs. Grocery Shoppers as a Whole, 2011 Shoppers Stocking Up on Groceries More Likely to Buy Non-Food Products Table 10-7: In-Store Profile of Most Recent Grocery Shopping Trip, Grocery Shoppers Stocking Up on Groceries vs. Grocery Shoppers as a Whole, 2011Taking Advantage of Sales and Promotions on Specific Items Bargain Hunters Track Sales and Promotions Table 10-8: Reasons for Deciding Where to Shop for Groceries on Most Recent Grocery Shopping Trip, Grocery Shoppers Taking Advantage of Sale/Promotion vs. Grocery Shoppers as a Whole, 2011
  21. 21. Grocery Shoppers in Search of Sales Make Meticulous Plans Table 10-9: Types of Planning before Most Recent Grocery Shopping Trip, Grocery Shoppers Taking Advantage of Sale/Promotion vs. Grocery Shoppers as a Whole, 2011 Bargain Hunters Make Heavy Use of Store Circulars Table 10-10: In-Store Profile of Most Recent Grocery Shopping Trip, Grocery Shoppers Taking Advantage of Sale/Promotion vs. Grocery Shoppers as a Whole, 2011Picking Up Food in a Grocery Store Rather than Using Fast Food Shoppers Out to Get Meals in Food Stores Want Higher Quality Table 10-11: Attitudes toward Ready-to-Eat Meals in Food Stores, Grocery Shoppers Picking Up Food In Store Rather Than Using Fast Food vs. All Grocery Shoppers, 2011 Figure 10-2: Percent Considering Store-Prepared Foods an Important Factor in Deciding Where to Shop on Most Recent Grocery Shopping Trip, Grocery Shoppers Picking Up Food In Store Rather Than Using Fast Food vs. All Grocery Shoppers, 2011 Late Hours Important Table 10-12: Factors Important in Deciding Where to Shop on Most Recent Grocery Shopping Trip, Grocery Shoppers Picking Up Food In Store Rather Than Using Fast Food vs. All Grocery Shoppers, 2011 Store-Prepared Foods Attract Big Spenders Table 10-13: In-Store Profile of Most Recent Grocery Shopping Trip, Grocery Shoppers Picking Up Food In Store Rather Than Using Fast Food vs. All Grocery Shoppers, 2011Chapter 11 Food Shopper Profiles: Shopping PatternsFrequent Food Shoppers Frequent Grocery Shoppers Substitute Food Store for Kitchen Figure 11-1: Percent of Grocery Shoppers Who "Go to Food Stores When They Dont Get Food for Meals and Snacks from Kitchen" by Frequency of Grocery Shopping, 2011 Frequent Food Shoppers More Tuned In to Stores Promotional Communications Table 11-1: Before-the-Store Profile of Grocery Shoppers on Most Recent Grocery Shopping Trip by Frequency of Grocery Shopping, 2011
  22. 22. Profile of In-Store Behavior of Frequent Food Shoppers Table 11-2: In-Store Profile of Grocery Shoppers on Most Recent Grocery Shopping Trip by Frequency of Grocery Shopping, 2011Big Spenders Families Anchor Big Grocery Spender Segment Table 11-3: With Whom Shopped on Last Grocery Shopping Trip by Average Amount Spent Weekly, 2011 Big Spenders Buy from All Grocery Store Departments Table 11-4: In-Store Profile of Grocery Shoppers on Most Recent Grocery Shopping Trip by Average Amount Spent Weekly, 2011Multi-Store Shoppers Multi-Store Grocery Shopping Trips Based on Careful Planning Figure 11-2: Percent of Grocery Shoppers Doing Any Kind of Planning before Most Recent Grocery Shopping Trip by Number of Grocery Stores Visited, 2011 Table 11-5: Planning Activities before Most Recent Grocery Shopping Trip by Number of Grocery Stores Visited, 2011 Multi-Store Shoppers Seek Out Value Table 11-6: Awareness of Promotions and Use of Coupons and Other Money- Saving Tools Before Most Recent Grocery Shopping Trip by Number of Grocery Stores Shopped, 2011 Table 11-7: Factors Affecting Choice of Grocery Stores Before Most Recent Grocery Shopping Trip by Number of Grocery Stores Visited, 2011 Discount Stores Attract Multi-Store Shoppers Table 11-8: Profile of Most Recent Grocery Shopping Trip by Number of Grocery Stores Shopped, 2011 Multi-Store Shoppers Turn to Store Personnel for Help Table 11-9: Use of In-Store Services by Grocery Shoppers on Most Recent Grocery Shopping Trip by Number of Grocery Stores Shopped, 2011 Multi-Store Shoppers Are Big Spenders Table 11-10: In-Store Behavior on Most Recent Grocery Shopping Trip by Number of Grocery Stores Shopped, 2011
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