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Retail Food Marketing Trends in the U.S.: Technology, Mobile, and Social Media

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Retail Food Marketing Trends in the U.S.: Technology, Mobile, and Social Media

The food retailing industry is being swept by the winds of technological change, which has tremendous competitive ramifications for tomorrow’s food retail marketers. From harnessing social media to initiating mobile payments to integrating digital loyalty platforms to gauging the related shift in consumer food retail engagement habits and preferences, the industry has its hands full in planning tomorrow grocery experience. Retail Food Marketing Trends in the U.S.: Technology, Mobile, and Social Media assesses how food retailers can best leverage these trends—and many others—to grow their businesses, with a focus on implications for the future. In this respect, from a demographic standpoint, the report focuses on generational differences by marital status and presence of children, household income and gender. More specifically, the report assesses:
  • Consumer usage of grocery/supermarket traditional and emerging promotional methods; loyalty programs; and couponing. We also provide food retailer applications, and we assess consumer attitudes toward information sharing.
  • Consumer online purchasing, including food/grocery purchases; identifies online grocery shopping players and innovators; discusses the emerging “click and collect” in-store pickup trend; and drills into consumers online grocery shopping and research preferences.
  • Consumer usage and usage frequency of social media and leading social media sites; their attitudes toward social media and how it influences their brand behavior; and the degree of influence social media, email marketing, and weekly flyers have on their grocery purchase decisions.
  • Smartphone ownership trends; types of apps used; consumer usage and interest in mobile app features and benefits; and food retail mobile app leaders and innovators.
  • Consumers’ referencing in-store advertising methods while shopping; in-store promotion and displays as purchase influencers; and mobile payments and digital wallet innovation.
  • Consumer usage of shopper reward programs, including grocery store/supermarket rewards programs; loyalty programs as a grocery purchase influencer; use of supermarket loyalty/reward mobile app to redeem rewards/loyalty points; and grocery/supermarket loyalty program leaders.
A parallel report on Foodservice Marketing Trends in the U.S.: Technology, Mobile, and Social Media (June 2015; LA5602855) is also available from Packaged Facts at www.packagedfacts.com


  • Executive Summary
    • Report Scope
    • Report summary
      • The grocery shopping trip
      • The grocery shopping trip in context
      • Leveraging the omni-channel shopping experience
      • Social media & targeted advertising
      • Food retail social media leaders
      • Food retail mobile app capabilities & interest
      • The in-store shopping experience
      • Grocery loyalty programs
  • The Grocery Shopping Trip
    • Overview
    • Grocery shopping frequency, time in store, dollars spent and item volume
      • Table Grocery Shopping Frequency, Time in Store, Dollars Spent, and Item Volume, 2015
      • Gender and generation context
        • Table Grocery Shopping Frequency, Time in Store, Dollars Spent, and Item Volume: Generation by Gender, 2015
      • Millennial dads are taking more responsibility for shopping
        • Table Millennial Generation Grocery Shopping Frequency, Time in Store, Dollars Spent, and Item Volume: Married with Children vs. Not Married without Children, 2015
    • Weekly grocery shopping expenditures
  • The Grocery Shopping Trip in Context
    • Summary capsule
      • Grocery shopping food, promotion and discount trends
      • Coupons
      • Food retailer applications
      • Consumer privacy headwinds
    • Food, promotion and discount trends
      • Grocery shopping food, promotion and discount trends
      • Loyalty programs
      • Coupons
      • Demographic analysis
        • Table Importance of Loyalty Program, Electronic vs. Paper Sales Flyers and Coupons to Grocery Shopping: Generation by Gender, 2015
        • Table Cents-Off Coupons: Sources Used, Generation by Gender, 2014
        • Table Importance of Loyalty Program, Electronic vs. Paper Sales Flyers and Coupons to Grocery Shopping: Marital Status and Presence of Children, Millennials vs. Gen X, 2015
        • Table Importance of Loyalty Program, Electronic vs. Paper Sales Flyers and Coupons to Grocery Shopping: Income and Urban $75K+ Income, 2015
        • Table Cents-Off Coupons: Sources Used, by HH Income, 2014
      • Kroger: Personalized offers via loyalty card
      • The Grocery Game: Ultimate couponing
      • Target: Cartwheel takes novel approach to mobile couponing
    • Consumer privacy headwinds
      • Table Consumer Attitudes about Personal Information Sharing, 2015
  • Leveraging the Omni-Channel Shopping Experience
    • Summary capsule
      • Online grocery shopping and food research
      • Gender and generation attitudes towards online grocery shopping and research
    • Online grocery shopping
      • Shopping for food/beverage online remains a drop in the bucket
        • Table Food/Groceries Purchased Online in the Last Three Months, by Gender and Age; Gender, Marital Status and Children; and Household Income, 2015
      • Amazon
      • Walmart
      • Instacart
      • Peapod
      • Uber
      • Subscription services
        • Table Online Food/Grocery Purchases in the Last Three Months, by Demographic, All Adults vs. $75K+ HH income Adults, 2015
    • Omni-channel shopping experience
      • Online grocery shopping and food research
        • Table Online Grocery Shopping & Food Research Methods, PC & Mobile Share of Use, 2015
      • Demographic analysis
        • Table Online Grocery Shopping & Food Research Methods: PC & Mobile Share of Use, 18-34s, 2015
        • Table Selected Online Grocery Shopping & Food Research Methods: PC & Mobile Share of Use, 18-34 Males and Females, 2015
      • Target: omni-channel initiative
      • Click and col3lect: the wave of the . . . present
  • Social Media & Targeted Advertising
    • Summary capsule
      • The power of social media: users' attitudes and opinions
      • Influence on grocery purchase: social media, email marketing, and weekly flyers
      • Influence of social media on food/grocery purchases
      • Email marketing and sale flyers
    • Social Media Usage
      • Majority of adults use social media
        • Table Social Media Usage and Usage Frequency, 2015
        • Table Social Media, Facebook, Pinterest & Twitter Usage and Usage Frequency, 2015
        • Table Social Media, Facebook, Pinterest & Twitter Usage/Usage Frequency, by Age, 2015
      • The power of social media: users' attitudes and opinions
        • Table Social Media/Networking Websites: Attitudes & Opinions, 2015
    • Social media and the food retail industry
      • Table Social Media Grocery Purchase Influencers: Generation by Gender, HH Income and Marital Status/Children in HH 2015
      • Food retail social media leaders
    • Digital marketing
      • Email
      • Mobile apps and location-based offers
        • Table Digital Marketing Grocery Purchase Influencers: Generation by Gender, HH Income and Marital Status/Children in HH 2015
  • Food Retail Mobile App Capabilities & Interest
    • Summary capsule
    • Smartphone and mobile app use
      • Smartphone and tablet owners
        • Table Smartphone Users, Tablet Owners & App Users, 2015
      • Type of apps used
    • Food retail mobile app usage
      • Demographic analysis
        • Table Food Retail Mobile App Advertising Features: Usage and Usage Interest: Generation by Age, Marital Status/Children and Income, 2015
        • Table Food Retail Mobile App Coupon, Deal and QR Code Features: Usage and Usage Interest: Generation by Age, Marital Status/Children and Income, 2015
        • Table Food Retail Mobile App Rewards/Loyalty Viewing and Redemption: Usage and Usage Interest: Generation by Age, Marital Status/Children and Income, 2015
    • Food retail mobile app leaders
      • Supermarkets
      • Club stores/warehouses
      • Convenience stores
      • Drug stores
  • The In-Store Shopping Experience
    • Summary capsule
      • In-store advertising
      • In-store promotion and displays as purchase influencers
      • Mobile payments and digital wallet innovation
    • Catching the shopper's eye
      • The next generation of brick and mortar grocers
      • In-store advertising
      • Demographic analysis
        • Table Consumer Use of In-Store Advertising & Promotional Tools, by Type: HH Income, 2015
        • Table Consumer Use of In-Store Advertising & Promotional Tools, by Type: Generation and Gender, 2015
        • Table Consumer Use of In-Store Advertising & Promotional Tools, by Type: Generation and Marital Status/Presence of Children, 2015
        • Table Selected Shopping References, by Age, 2015
        • Table In-Store Promotion and Display Grocery Purchase Influencers: Generation by Gender, HH Income and Marital Status/Children in HH 2015
    • Mobile payments
      • ApplePay makes a (small) dent
        • Table ApplePay and Gift Card Purchases in Past 30 Days, by Restaurant Usage Frequency, 2015
        • Table Food Retail Mobile App Payment: Usage and Usage Interest: Generation by Age, Marital Status/Children and Income, 2015
      • PayPal: recipe for success with the digital wallet
  • Grocery Loyalty Programs
    • Summary capsule
      • Breadth of loyalty programs
      • Loyalty programs as a purchase influencer
      • Use of mobile app for viewing and redemption of loyalty rewards
    • Loyalty Programs
      • Grocery store/supermarket loyalty program usage
        • Table Grocery Store/Supermarket Shopper Reward/Loyalty Program and Discount Card Usage: Monthly Usage Frequency, by Demographic, 2015
      • Loyalty cards are a significant player in food retail
        • Table Loyalty Program as Grocery Purchase Influencer: Generation by Gender, HH Income and Marital Status/Children in HH 2015
        • Table Food Retail Mobile App Rewards/Loyalty Viewing and Redemption: Usage and Usage Interest: Generation by Age, Marital Status/Children and Income, 2015
    • Loyalty program leaders
      • Publix
        • Table Major Supermarket Brands: Visits in Past Four Weeks, by Demographic, 2015
      • Target
      • Target REDcard
        • Table SuperTarget and Walmart Supercenter: Visits in Past Four Weeks, by Demographic, 2015
      • Omni-channel rewards program in the works
      • Integration with Whole Foods app?
      • Apple Pay and Instacart add features to the mobile mix
        • Table Trader Joe's and Whole Foods: Visits in Past Four Weeks, by Demographic, 2015
  • Appendix
    • Methodology
      • Consumer survey methodology
    • Report table interpretation
      • Color coding
      • Indexing
    • Terms and definitions
      • Supermarkets
      • Restaurant categories
      • Limited-service restaurant definitions
      • Full-service restaurant definitions
      • Other definitions

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