In a recent FMI annual survey, American consumers were
interviewed in their home and while shopping to shed light on
shopper behavior and attitudes. In this rapidly changing
industry several key trends were found, here are a few
Firstly, shoppers "channel surf". Meaning, more than
ever, there is a "diversification of the primary store as a
touchstone of shopper behavior". Shoppers are taking
advantage of the several options out there when it comes to
food. While certain supermarkets may still trump others due
to location and convenience, more and more shoppers are exploring
what's on offer. According to the report, shoppers use on average
2.5 different channels at least "fairly often".
The survey also shows us that
shopping is not just for females. According to the report, these
days shopping duties are much more likely to be split, with men now
accounting for more than 40% of primary shoppers.
Research also showed that there is a generational transformation
in what "planning" means to food shoppers. Shoppers aged 50+ tend
to plan for what they need during the week. But on the other hand,
the millennial generation for example, are much more spontaneous.
25% of all meals consumed by twenty-something's include items
purchased that same day.
Health and wellness continues
to emerge as a central guiding point for today's eating habits. One
of the many outcomes of this is that the vast majority of adults,
92% believe eating at home is healthier than eating
Finally, the report shows an
opening for food retailers to become trusted allies in helping
shoppers navigate food and wellness. According to data, 43% of all
shoppers view their primary store as an ally in supporting their
overall health & wellness.
This report offers a lot of
useful data for supermarkets. When it comes to planning for the
future and trying to capture customer attention, brick and mortar
stores will need to engage a wider consumer base (whether that's by
deals, tips, meal suggestions, rewards), while also developing
their position as a trusted source when it comes to healthy food
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