Company News • 14.05.2014

Grocery shopper insight survey

The playing field in the grocery space has gotten even more competitive - retailers in the dollar, drug and mass channels are flooding shoppers with offers to draw shoppers away from traditional grocers for key food events, weekly stock-up trips, as well as fill-in trips. Increasingly price conscious and promotionally aware shoppers are driving this change, as the era of the “Always On Shopper” creates both opportunities and challenges for retailers and manufacturers.

In order to find out what really motivates shoppers to choose one retailer or brand versus another, Market Track conducted a primary research study of over 1,000 shoppers to identify the factors influencing their decisions. In the latest issue of their Shopper Insight Series, they regressed their syndicated promotional data against data gathered directly from shoppers to help retailers see how well their promotional strategy lines up to attract their target shoppers.

Mass merchants winning stock-up shoppers from Grocery channel

Shoppers are increasingly visiting Mass merchants and Club stores to do their grocery shopping. When it comes to larger trips where shoppers are stocking up, only 54 per cent claimed to shop grocery stores most frequently, while 42  selected either Mass or Club stores to stock up on grocery items.

Shoppers turning to both print and digital media to find deals

Out of the factors that influence grocery shoppers’ decision on where they choose to shop, over 55 per cent ranked promotions and pricing as the top influencer (ahead of factors such as proximity to store and product assortment), and just under 90 per cent ranked promotions and pricing in their top three influencers.

Among the promotional media being used by shoppers, just under 90 per cent claimed they use print promotions to find deals prior to grocery shopping trips, about 80 per cent use printed coupons, and roughly 55 per cent claimed to use retailer websites, emails from retailers, and/or e-circulars.

Shopper preferences vary by profile

Beyond competition and the difficult economy, Market Track found that the varying preferences among shoppers from different age groups, living locations, family situations, and income levels add additional layers of complexity to creating an impactful promotional plan.

The survey also found that grocery shoppers who either live alone or live with friends tend to build smaller baskets than those living with a significant other or with their family.  While nearly 60 per cent of grocery shoppers living alone claimed to build baskets of 20 items or less on a single grocery trip, about 50 per cent of those living with their family claimed to purchase over 31 items per trip.  Additionally, shoppers living with family claimed to shop more frequently than those living alone.  Among respondents living with family, 87 per cent claimed to shop for groceries at least once per week, while only 77 per cent of those living alone claimed the same.

From a retailer’s perspective, shoppers living with family may be better targets for promotional offers as well.  Market Track’s survey found that, in addition to building bigger baskets and shopping more frequently than the segment of shoppers that live alone, grocery shoppers living with family claimed to use promotions more than those living alone.  Comparing the segment of shoppers living with family to those living alone, a larger percentage of the segment living with family claimed they “Definitely Will” use print circulars (64 per cent), retailer websites (25 per cent to 22 per cent), emails from retailers (24 per cent to 20 per cent), and/or mobile offers from retailers (16 per cent to 9 per cent) to find deals on grocery items than those shoppers living alone.

Source: Market Track

related articles:

popular articles:

Thumbnail-Photo: Southeast Asian online and offline health and beauty partnership...
06.02.2021   #online trading #e-commerce

Southeast Asian online and offline health and beauty partnership

Grab brings beauty products from over 2,200 Watsons stores to customers’ doorsteps

A.S. Watson Group, an international health and beauty retailer, and Grab, Southeast Asia’s super app, announced the largest O+O (online and offline) health and beauty partnership in Southeast Asia, spanning across six Southeast Asian markets ...

Thumbnail-Photo: Checkout-free hotel convenience store in Yokohama, Japan...
17.02.2021   #self-checkout systems #self service

Checkout-free hotel convenience store in Yokohama, Japan

Using biometric authentication technology

Zippin announced the launch of its latest retail format: a hotel convenience store. Zippin's partner, Fujitsu, the leading systems integrator in Japan, has worked with Koyo Group to implement the world's first checkout-free store within a ...

Thumbnail-Photo: More than 400 Danish Coop Stores Now with Electronic Shelf Labels...
29.01.2021   #electronic shelf labels (ESL) #price labelling

More than 400 Danish Coop Stores Now with Electronic Shelf Labels

Back in 2010, the first Coop store implemented electronic shelf labels from the IT company, Delfi Technologies.

Store no. 400 became Irma at Islands Brygge in Copenhagen, which has undergone a major renovation project, where investments have been made into several initiatives to improve the shopping experience – this includes electronic shelf ...

Thumbnail-Photo: Automated grocery PickUp kiosk for contactless grocery service...
11.01.2021   #coronavirus #food retail

Automated grocery PickUp kiosk for contactless grocery service

Albertsons Companies debuts kiosk at Jewel-Osco store in Chicago

Albertsons Companies announced that it is the first American grocer to pilot an automated and contactless grocery PickUp kiosk. The kiosk, located at one of its Jewel-Osco stores in Chicago, demonstrates continued expansion of the company’s ...

Thumbnail-Photo: BAUHAUS introduces new click and collect technology...
10.03.2021   #electronic shelf labels (ESL) #price labelling

BAUHAUS introduces new click and collect technology

New solution helps store associates pick items for Click & Collect orders

With help from electronic shelf labels and handheld terminals, it has become much faster and easier for BAUHAUS to navigate through the store to find the right items. A new solution that also saves a lot of time on replenishment.With a product range ...

Thumbnail-Photo: FinTech IoT platform for self-service financial transactions...
25.02.2021   #cash management #cash handling systems

FinTech IoT platform for self-service financial transactions

PayComplete, the new cash handling brand from SUZOHAPP, announces global launch

PayComplete, the new brand and identity of the cash handling division of SUZOHAPP announced its launch today. This new brand will invest in what is an Internet of Things (IoT) platform for broader financial transactions, running both on ...

Thumbnail-Photo: RISE Spotlight - Digital Signage: New Solutions for a New Era...
30.03.2021   #digital signage #event

RISE Spotlight - Digital Signage: New Solutions for a New Era

Digital event on 13 April 2021 from 15:00 to 17:00 CET (14:00 – 16:00 GMT)

RISE Spotlight is a monthly series of free-to-attend digital events, highlighting key ISE technology areas. Produced in partnership with TNW, they feature global subject experts, technology entrepreneurs and start-ups. ...

Thumbnail-Photo: Touchless Feedback
16.03.2021   #customer satisfaction #customer relationship management

Touchless Feedback

The Wall Street Journal published an article about Instant Feedback ‘Smiley’ Buttons

The Wall Street Journal, after interviewing our co-founder and Executive VP of Strategic Alliances, Ville Levaniemi, published an article titled “Instant Feedback ‘Smiley’ Buttons Go Touchless in Pandemic”. The article ...

Thumbnail-Photo: Successful co-op association has the largest profit in the country...
24.12.2020   #electronic shelf labels (ESL) #price labelling

Successful co-op association has the largest profit in the country

The local Kvickly store has found the recipe for making profit. In the future, even more energy will be spent on customers and staff members

Electronic shelf labels play a crucial role here.

Thumbnail-Photo: Payments keep going digital and mobile
06.04.2021   #mobile payment #payment systems

Payments keep going digital and mobile

2.7 billion people to use mobile wallet apps by 2022?

As businesses open their doors online, payments solutions adjust to the change – and so do people. In a study conducted for Payvision, Kaleido Intelligence reports on the latest trends and forecasts in mobile wallets usage across the ...


Citizen Systems Europe GmbH
Citizen Systems Europe GmbH
Otto-Hirsch-Brücken 17
70329 Stuttgart
Innere Kanalstraße 15
40476 Düsseldorf
Gewerbering 1
84072 Au i.d.Hallertau
Elo Touch Solutions (Belgium) NV
Elo Touch Solutions (Belgium) NV
Wingepark 5B / 301
3011 Rotselaar
iXtenso - Magazin für den Einzelhandel
iXtenso - Magazin für den Einzelhandel
Celsiusstraße 43
53125 Bonn
GLORY Global Solutions (Germany) GmbH
GLORY Global Solutions (Germany) GmbH
Thomas-Edison-Platz 1
63263 Neu-Isenburg
Reflexis Systems GmbH
Reflexis Systems GmbH
Kokkolastr. 5-7
40882 Ratingen
Axis Communications GmbH
Axis Communications GmbH
Adalperostraße 86
85737 Ismaning
Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen
GMO Registry, Inc.
GMO Registry, Inc.
Cerulean Tower, 26-1 / Sakuragaoka-cho, Shibuya-ku,
150-8512 Tokyo