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


Attention: There is an updated edition available for this report.

Food Shopper Insights: Grocery Shopping Trends in the U.S. offers fresh, original and actionable analysis to enable grocers and food manufacturers, marketers and brand managers to learn more about how grocery shoppers decide where to shop and how they make up their minds about what to buy. A first-of-its-kind Packaged Facts report, Food Shopper Insights delves into the minds of grocery shoppers with primary research based upon proprietary data from an online survey of 2,000 U.S. adults who had shopped for groceries within 24 hours of being surveyed. By anchoring its analysis in grocery shopper accounts of very recent grocery shopping trips, Food Shopper Insights taps immediately and directly into the actual contexts, motivations, and triggers framing the behavior of grocery shoppers.

The first chapter of the report presents topline findings to guide marketers in aligning shopper marketing efforts with the mindset, behavior and tactics of grocery shoppers both before shopping trips and in the store. The next chapter provides an overview of grocery shopper behavior before the store, including what motivated grocery shoppers to set out on their last grocery shopping trip, what they did to prepare for it and why they chose the grocery store where they shopped. Subsequent chapters provide topline findings regarding in-the-store behavior of grocery shoppers and a breakdown of what grocery shoppers like and don't like about their grocery store. The report continues with an analysis of how wellness concerns affect the purchase decisions of grocery shoppers and their attitudes toward food manufacturers and grocery stores.

The next chapter contains an innovative look at the mindset of grocery shoppers at the shelf and explores what grocery shoppers were thinking when they purchased a cross-section of food products on their last grocery shopping trip. The analysis compares planned and impulse purchases and examines the impact on purchase decisions of factors such as sales and promotions, attitudes toward national brands and store brands, personal and family preferences, taste/flavor/ texture, convenience and the force of habit.

The final chapters of the report segment grocery shoppers along the lines of demographic characteristics, life stages, key motivators for their most recent grocery shopping trip and grocery shopping habits.

  • 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 March 2011 Food Shopper Insights (FSI) Survey, an online survey of 2,000 U.S. adults who had shopped for groceries within 24 hours of being surveyed. Respondents in aggregate were Census representative on the demographic measures of gender, age, race/ethnicity, geographic region, household income and presence of children in the household.


  • Executive Summary
    • Introduction
    • Overview of the Report
    • Methodology
    • Food 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 Concerns
    • Engaging Food Shoppers Before the Store: The Topline
      • 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 Internet
    • Food 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 Shoppers
    • What Grocery Shoppers Like (and Don't 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 Eating
    • The Impact of Wellness Concerns on Grocery Shoppers
      • 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 Stores
    • What 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 Eating
    • Food Shopper Profiles: Key Demographic Segments
      • Singles vs. Couples without Children and Families with Children
      • Younger vs. Older Shoppers
      • Full-Time Workers
    • An In-Depth Look at Key Motivators for Food Shoppers
      • Picking Up Ingredients to Prepare a Specific Meal or Recipe at Home
      • Stocking up on Groceries
      • Taking Advantage of Sales and Promotions on Specific Items
      • Picking Up Food in a Grocery Store Rather than Using Fast Food
    • Food Shopper Profiles: Shopping Patterns
      • Frequent Food Shoppers
      • Big Spenders
      • Multi-Store Shoppers
  • Food Shopper Insights: Topline Findings
    • Adapting 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 Key Food Shopper Insights by Selected Demographic Characteristics, 2011
        • Table Key Food Shopper Insights by Motivation for Most Recent Grocery Shopping Trip, 2011
      • Grocery Shopping Habits Tell an Important Story
        • Table Key Food Shopper Insights by Food Shopping Patterns, 2011
    • Influencing 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
      • Focus on In-Store Services to Increase Contacts with Grocery Shoppers in the Store
      • Upgrade Store-Prepared Food Items
        • Table 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
        • Table Profile of Expenditures of Affluent Single Consumers for Eating at Home and Eating Out, by Gender and Income, 2009
  • Engaging Food Shoppers Before the Store: The Topline
    • Overview
      • Most Grocery Shoppers Have Short Horizon
      • Half Shop for Groceries Every Five Days or More Often
      • Six in Ten Spend Less than $100 on Groceries Weekly
        • Table Average Amount Spent Weekly on Groceries, 2011 (percent of grocery shoppers)
    • Planning Ahead
      • 64% Perform Some Type of Preparation for Shopping
        • Table 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 Most Common Types of Planning for Grocery Shopping Before Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers doing any type of planning)
      • Contents of Shopping Lists
        • Table Types of Information on Shopping List Before Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers who made grocery lists)
      • Gathering Coupons Top Planning Activity for Shoppers Using Both Print Media and Internet
        • Table Type of Planning by Grocery Shoppers Before Most Recent Grocery Shopping Trip, Print Media vs. Internet, 2011 (percent of grocery shoppers doing any type of planning)
      • Promotional Communications from Grocery Stores Reach 31% of Shoppers
        • Table 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, 2011
    • Choosing a Store
      • Loyalty a Hallmark of Food Shoppers
      • Convenience and Low Prices Attract Shoppers
        • Table Other Reasons for Deciding Where to Shop for Groceries on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
      • Fresh Fruits and Vegetables Important Shopping Draw
        • Table Types of Products Most Important in Decision Where to Shop for Groceries on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
      • Clean Stores Make a Difference
        • Table Reasons for Avoiding Shopping in Certain Food Stores, 2011 (percent of grocery shoppers)
      • Weekly Specials at the Top of the Minds of Grocery Shoppers
        • Table Awareness of Store's Involvement in Selected In-Store Services and Programs, 2011 (percent of grocery shoppers)
      • Community Programs Raise Grocers' Profiles
        • Table Awareness of Store's Involvement in Selected Community Programs, 2011 (percent of grocery shoppers)
  • Food Shoppers in the Store: The Topline
    • Overview
      • Vast Majority Use Cars to Go Grocery Shopping
        • Table Place of Residence of Food Shoppers, 2011 (percent of grocery shoppers)
      • One-Store Shopping Predominates
      • Discount Stores Attract One in Four Food Shoppers
        • Table Type of Supermarket/Grocery Store Shopped on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
      • Most Grocery Shoppers Go Straight Home from the Store
      • Most Grocery Shoppers Shop Alone
        • Table With Whom Shopped on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
      • Most Shoppers Spend Less than $50 per Trip
        • Table Amount Spent on Groceries/Food (excluding non-foods) on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
      • Many Grocery Carts Contain Only a Handful of Items
        • Table Number of Groceries/Food Items Purchased on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
        • Table Type of Shopping Cart Used on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
      • Reusable Shopping Bags Favored by Minority of Shoppers
        • Table Type of Shopping Bag Used on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
      • Customized In-Store Services Rarely Used
      • Food Shoppers Make Their Own Decisions in the Store
    • Overview of Shopping by Department
      • Food Safety Worries Purchasers of Fresh Meat and Seafood
        • Table Purchase of Items from Fresh Meat/Poultry/Seafood Department on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
      • Mixed Feelings about Fresh Fruits and Vegetables
        • Table Attitudes toward Buying Fresh Fruits and Vegetables, 2011 (percent of grocery shoppers)
        • Table Purchase of Items from Fresh Fruits and Vegetables Department on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
      • International Items Attract Many Grocery Shoppers
      • Store-Prepared Food Items Attract Many Grocery Shoppers
        • Table Purchase of Store-Prepared Food Items on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
      • Household Products Top List of Non-Food Purchases
        • Table Purchase of Non-Food Products on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
  • What Grocery Shoppers Like (and Don't Like) about Their Grocery Store
    • What Grocery Shoppers Like
      • Grocery Shopping Enjoyable to Most
      • Grocers See Satisfied Shoppers in Their Stores
        • Table Level of Satisfaction with Grocery Store Shopped on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
      • Vast Majority of Food Shoppers Stick to the Same Store
      • Few Shoppers View Prices as "Higher than Average"
        • Table Perception of Prices at Grocery Store Shopped on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
      • Grocery Stores Viewed as Convenient
        • Table Perceptions of Convenience of Location of Grocery Store Shopped on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
      • High Level of Satisfaction with Range of Services and Products Offered by Grocery Store
        • Table Level of Satisfaction with Grocery Store Shopped on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
      • Most Shoppers Happy with Store Layout
    • What Grocery Shoppers Don't Like
      • Grocery Shoppers Want More and Better Ready-to-Eat Meals
        • Table Attitudes toward Ready-to-Eat Meal Items, 2011 (percent of grocery shoppers)
      • Later Hours Would Expand Sales of Self-Serve Food Bars
        • Table Impact of Late Hours on Food Purchasing Patterns, 2011 (percent of grocery shoppers)
      • Newer Stores Preferred by Many Food Shoppers
      • Shoppers Want Food Industry to Do More about Food Safety
        • Table Attitudes toward Food Safety, 2011 (percent of grocery shoppers)
      • Grocery Shoppers Exhibit High Level of Distrust in Food Labeling
        • Table Credibility of Labels on Food Products, 2011 (percent of grocery shoppers)
      • Food Shoppers See Food Stores as Enablers of Unhealthy Eating
        • Table Attitudes toward Role of Food Stores in Unhealthy Eating, 2011 (percent of grocery shoppers)
      • Product Packaging Bothers Many Food Shoppers
        • Table Attitudes toward Packaging, 2011 (percent of grocery shoppers)
  • The Impact of Wellness Concerns on Grocery Shoppers
    • Introduction
      • Wellness Is a Concern for Many Grocery Shoppers
        • Table Attitudes toward Wellness and Physical Fitness, 2011 (percent of grocery shoppers)
        • Table Percent of Grocery Shoppers Who Work Out, 2011
      • Overweight Troubles Many Grocery Shoppers
        • Table Concerns about Being Overweight, 2011 (percent of grocery shoppers)
    • Impact of Health and Wellness Concerns on Grocery Purchase Decisions
      • Wellness Concerns Help Drive Purchase Decisions of Many Grocery Shoppers
      • More than Half of Grocery Shoppers Claim to Avoid High-Calorie Foods
        • Table Percent of Grocery Shoppers Avoiding High-Fat and High-Sugar Foods, 2011
      • Nutritional Content of Foods Important
        • Table Attitudes toward Nutritional Content of Foods, 2011 (percent of grocery shoppers)
      • Highly Processed Foods an Issue
        • Table Attitudes toward Processed Foods, 2011 (percent of grocery shoppers)
      • Health-Enhancing Food and Beverage Products Favored
        • Table Attitudes toward Foods Designed to Promote Health and Nutrition, 2011 (percent of grocery shoppers)
      • Food Restrictions Matter to Many
      • Grocery Product Purchases Reflect Health and Wellness Concerns
        • Table Purchase of Grocery Products with Package Labels/Claims on Most Recent Grocery Shopping Trip by Type of Label, 2011 (percent of grocery shoppers)
      • Environmental Concerns Affect What Happens in the Aisles of Grocery Stores
        • Table Impact of Environmental Concerns on Grocery Shoppers, 2011 (percent of grocery shoppers)
      • Many Grocery Shoppers View "Organic" and "Natural" Claims with Suspicion
        • Table Attitudes toward "Natural" and "Organic" Labeling, 2011 (percent of grocery shoppers)
  • Food Shoppers at the Shelf: What's on Their Minds?
    • The Mindset of Food Shoppers at the Shelf: Overview
      • Introduction
      • Key Findings
        • Table Motivations for Buying Selected Products on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers buying the product)
    • The Mindset of Shoppers at the Shelf: The Details
      • Planned vs. Impulse Purchases
        • Table 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 (percent of grocery shoppers buying the product)
        • Table Food Product Purchases Characterized as "Impulse" Purchases by Grocery Shoppers Who Purchased the Product on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers buying the product)
      • Store Brands vs. National Brands
        • Table Attitudes of Grocery Shoppers toward National/Name Brands and Store Brands, 2011 (percent of grocery shoppers who purchased the product)
        • Table Food Products Purchased by Grocery Shoppers on Most Recent Grocery Shopping Trip with the Highest and Lowest Likelihood of Being National/Name Brands, 2011 (percent of grocery shoppers)
        • Table Food Products Most Likely to Be Store Brand Purchases Made on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers who purchased the product)
      • The Force of Habit
        • Table Percent of Grocery Shoppers Having "One Usual Purchase" for Food Products Bought on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
        • Table 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
        • Table Food Products Most Likely to Be Bought on Sale Compared to Products Most Likely to Be Perceived as "Lower Priced," 2011 (percent of grocery shoppers who purchased the product on their most recent grocery shopping trip)
        • Table 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 (percent of grocery shoppers who purchased the product on their most recent grocery shopping trip)
      • Favorite Things at the Grocery Store
        • Table Impact of Family Preferences on Grocery Purchases, 2011 (percent of grocery shoppers)
        • Table 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 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 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, 2011 (percent of grocery shoppers)
  • What Women (and Men) Want in Grocery Stores
    • Before the Store
      • Men Shop for Food More Frequently
      • Food Shopping on Many "Honey Do" Lists
        • Table Selected Motivations for Most Recent Grocery Shopping Trip, Men vs. Women, 2011 (percent of grocery shoppers) Grocery Shoppers
      • Men Look for Convenient Parking and Quick Check-Out
        • Table Selected Factors Most Important in Deciding Where to Shop on Most Recent Grocery Shopping Trip, Men vs. Women, 2011 (percent of grocery shoppers)
      • In-Store Bakeries More Important to Men
        • Table Selected Products Most Important in Deciding Where to Shop on Most Recent Grocery Shopping Trip, Men vs. Women, 2011 (percent of grocery shoppers) Grocery Shoppers
      • Cleanliness of Store Matters More to Women
      • Women More Organized When They Go Grocery Shopping
        • Table Types of Planning Before Most Recent Grocery Shopping Trip, Men vs. Women, 2011 (percent of grocery shoppers)
        • Table Type of Information Included on Shopping List for Most Recent Grocery Shopping Trip, Men vs. Women, 2011 (percent of grocery shoppers preparing shopping list)
      • Women Notice Mail Promotions, Men Remember Newspapers Ads or Inserts
        • Table Awareness of Ads/Marketing Communications before Most Recent Grocery Shopping Trip, Men vs. Women, 2011 (percent of grocery shoppers)
      • Women More Tuned In to What Grocery Stores Have to Offer
        • Table Awareness of Store's Involvement in Selected Services and Programs, Men vs. Women, 2011 (percent of grocery shoppers)
    • In the Store
      • Advertising Has Greater Impact on Women
      • Women More Sensitive to Saving Money
      • Store Brands More Popular among Women
      • Women Take Harder Line on Role of Food Industry in Unhealthy Eating
        • Table Attitudes of Male and Female Grocery Shoppers toward Role of Grocery Stores in Healthy Eating and Food Safety, 2011 (percent of grocery shoppers)
      • Women More Likely to Turn to Others for Food Ideas
        • Table Sources of Ideas for Recipes and Food Products, Men vs. Women, 2011 (percent of grocery shoppers)
      • In-Store Differences between Male and Female Grocery Shoppers
        • Table Profile of In-Store Behavior of Men and Women on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
  • Food Shopper Profiles: Key Demographic Segments
    • Family and Single Grocery Shoppers
      • Families Shop More Often and Spend More
        • Table Frequency of Grocery Shopping and Average Amount Spent Weekly on Groceries by Household Type, 2011 (percent of grocery shoppers)
      • Singles Devote Less Thought to Grocery Shopping
        • Table Planning Activities Prior to Most Recent Grocery Shopping Trip by Household Type, 2011 (percent of grocery shoppers doing any type of planning)
      • Grocery Shopping Often Part of Larger Shopping Expedition for Families
        • Table Number and Type of Stores Shopped on Last Grocery Shopping Trip by Household Type, 2011 (percent of grocery shoppers)
        • Table With Whom Shopped on Last Grocery Shopping Trip by Household Type, 2011 (percent of grocery shoppers)
      • Family Grocery Shoppers Concerned about Saving Money, Singles Look for Quicker Check-Out
        • Table Factors Important in Deciding Where to Shop for Groceries by Household Type, 2011
        • Table 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 Amount Spent and Number of Items Purchased on Most Recent Grocery Shopping Trip by Household Type, 2011 (percent of grocery shoppers)
        • Table Types of Products Purchased on Most Recent Grocery Shopping Trip by Household Type, 2011 (percent of grocery shoppers)
      • Grocery Shoppers with Children More Concerned about Healthy Eating
    • Younger and Older Food Shoppers
      • Older Shoppers More Likely to Stick with Same Store
        • Table Store Selection Patterns by Age of Grocery Shopper, 2011 (percent of grocery shoppers)
      • Older Grocery Shoppers Look for Convenience, Younger Shoppers Choose Late Hours
        • Table Factors Most Important in Deciding Where to Shop for Groceries on Most Recent Grocery Shopping Trip by Age of Grocery Shopper, 2011 (percent of grocery shoppers)
      • Younger Shoppers More Persuaded by Selection of Natural and Organic Foods
        • Table Products Most Important in Deciding Where to Shop for Groceries on Most Recent Grocery Shopping Trip by Age of Grocery Shopper, 2011 (percent of grocery shoppers)
      • Spur-of-the-Moment Shopping Doesn't Work for 50+ Grocery Shoppers
      • Younger Shoppers More Likely to Turn to the Internet to Plan Their Grocery Shopping Trips
        • Table Types of Planning before Most Recent Grocery Shopping Trip by Age of Grocery Shopper, 2011 (percent of grocery shoppers doing any type of planning)
      • Under-50 Grocery Shoppers More Alert to Marketing Outreach from Store
        • Table Awareness of Promotional Communications Before Most Recent Grocery Shopping Trip by Age of Grocery Shopper, 2011 (percent of grocery shoppers)
      • Food Stores Popular among Under-50 Shoppers as Alternative to Kitchen
        • Table Where Grocery Shoppers Go When They Don't Get Food for Meals and Snacks from Kitchen by Age of Grocery Shopper, 2011 (percent of grocery shoppers)
        • Table Attitudes toward Ready-to-Eat Food by Age of Grocery Shopper, 2011 (percent of grocery shoppers)
      • Younger Grocery Shoppers Go For Single-Serve Beverages
      • In-Store Behavior of Older and Younger Shoppers Profiled
        • Table Profile of Most Recent Grocery Shopping Trip by Age of Grocery Shopper, 2011 (percent of grocery shoppers)
    • Food Shoppers Who Work Full-Time
      • Spur-of-the-Moment Food Shopping More Common among Fulltime Workers
      • Full-Time Workers Turn to the Internet When They Do Plan Trips to the Grocery Store
        • Table Types of Planning Activities before Most Recent Grocery Shopping Trip by Employment Status, 2011 (percent of grocery shoppers doing any type of planning)
      • Food Stores Source of Meals and Snacks for Full-Time Workers
        • Table Where Grocery Shoppers Go When They Don't Get Food for Meals and Snacks from Kitchen by Employment Status, 2011 (percent of grocery shoppers)
        • Table Importance of Store-Prepared Foods to Grocery Shoppers by Employment Status, 2011 (percent of grocery shoppers)
        • Table Selected Purchases on Most Recent Grocery Shopping Trip by Employment Status, 2011 (percent of grocery shoppers)
  • An In-Depth Look at Key Motivators for Food Shoppers
    • Introduction
    • Picking Up Ingredients to Prepare a Specific Meal or Recipe at Home
      • Menus and Recipes on the Mind of Many Grocery Shoppers
        • Table Likelihood of Searching for Recipes and Meal Planning Information Before 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 (percent of grocery shoppers doing any type of planning)
      • TV Chefs Source of Cooking Ideas
      • Specialty Foods Important
        • Table 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 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, 2011
    • Stocking up on Groceries
      • Stocking Up Means Looking for Value
        • Table 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 (percent of grocery shoppers)
        • Table Money-Saving Shopping Activities on Most Recent Grocery Shopping Trip, Shoppers Stocking Up on Groceries vs. Grocery Shoppers as a Whole, 2011 (percent of grocery shoppers)
      • Store's Product Selection Important to Grocery Shoppers Stocking Up
        • Table 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 (percent of grocery shoppers)
      • Shoppers Stocking Up on Groceries More Likely to Buy Non- Food Products
        • Table In-Store Profile of Most Recent Grocery Shopping Trip, Grocery Shoppers Stocking Up on Groceries vs. Grocery Shoppers as a Whole, 2011 (percent of grocery shoppers)
    • Taking Advantage of Sales and Promotions on Specific Items
      • Bargain Hunters Track Sales and Promotions
        • Table 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 (percent of grocery shoppers)
      • Grocery Shoppers in Search of Sales Make Meticulous Plans
        • Table Types of Planning before Most Recent Grocery Shopping Trip, Grocery Shoppers Taking Advantage of Sale/Promotion vs. Grocery Shoppers as a Whole, 2011 (percent of grocery shoppers doing any type of planning)
      • Bargain Hunters Make Heavy Use of Store Circulars
        • Table In-Store Profile of Most Recent Grocery Shopping Trip, Grocery Shoppers Taking Advantage of Sale/Promotion vs. Grocery Shoppers as a Whole, 2011 (percent of grocery shoppers)
    • Picking Up Food in a Grocery Store Rather than Using Fast Food
      • Shoppers Out to Get Meals in Food Stores Want Higher Quality
        • Table 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
      • Late Hours Important
        • Table 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 (percent of grocery shoppers)
      • Store-Prepared Foods Attract Big Spenders
        • Table 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, 2011 (percent of grocery shoppers)
  • Food Shopper Profiles: Shopping Patterns
    • Frequent Food Shoppers
      • Frequent Grocery Shoppers Substitute Food Store for Kitchen
      • Frequent Food Shoppers More Tuned In to Stores' Promotional Communications
        • Table Before-the-Store Profile of Grocery Shoppers on Most Recent Grocery Shopping Trip by Frequency of Grocery Shopping, 2011 (percent of grocery shoppers)
      • Profile of In-Store Behavior of Frequent Food Shoppers
        • Table In-Store Profile of Grocery Shoppers on Most Recent Grocery Shopping Trip by Frequency of Grocery Shopping, 2011 (percent of grocery shoppers)
    • Big Spenders
      • Families Anchor Big Grocery Spender Segment
        • Table With Whom Shopped on Last Grocery Shopping Trip by Average Amount Spent Weekly, 2011 (percent of grocery shoppers)
      • Big Spenders Buy from All Grocery Store Departments
        • Table In-Store Profile of Grocery Shoppers on Most Recent Grocery Shopping Trip by Average Amount Spent Weekly, 2011 (percent of grocery shoppers)
    • Multi-Store Shoppers
      • Multi-Store Grocery Shopping Trips Based on Careful Planning
        • Table Planning Activities before Most Recent Grocery Shopping Trip by Number of Grocery Stores Visited, 2011 (percent of grocery shoppers doing any kind of planning)
      • Multi-Store Shoppers Seek Out Value
        • Table 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 (percent of grocery shoppers)
        • Table Factors Affecting Choice of Grocery Stores Before Most Recent Grocery Shopping Trip by Number of Grocery Stores Visited, 2011 (percent of grocery shoppers)
      • Discount Stores Attract Multi-Store Shoppers
        • Table Profile of Most Recent Grocery Shopping Trip by Number of Grocery Stores Shopped, 2011 (percent of grocery shoppers)
      • Multi-Store Shoppers Turn to Store Personnel for Help
        • Table Use of In-Store Services by Grocery Shoppers on Most Recent Grocery Shopping Trip by Number of Grocery Stores Shopped, 2011 (percent of grocery shoppers)
      • Multi-Store Shoppers Are Big Spenders
        • Table In-Store Behavior on Most Recent Grocery Shopping Trip by Number of Grocery Stores Shopped, 2011 (percent of grocery shoppers)

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