Shopping Lists Only a Guide for the Young

Jun 25, 2003
George Anderson

By George Anderson

The younger the consumer, the more likely they are to deviate from the shopping
list, according to a new study from Australians Today Consumer Insights.

The study carried out by the research firm, Ingenuity, surveyed 525 adults
in Australia about their shopping habits and response to new products.

Ingenuity’s managing director Matt Balogh told The Advertiser, “Shopping
habits change as people go through different stages of life.”

The younger the consumer, the more willing they are to experiment and try new
things. Only four percent of shoppers between 18 and 29 stick to their shopping
lists in the supermarket. This compares to 24 percent of adults over 60.

Younger consumers are more than twice as likely to try a new item rollout than
those over 60: 65 percent vs. 32 percent.

Mr. Balogh said, “From 18-29 there is a lot of freedom to purchase, then through
one’s 30s and 40s — when there is usually children present — there is a lack
of time, tighter budget and the need to shop for others, which leads the shopper
to impulse-buy less.”

Moderator’s Comment: Do the shopping habits of Australians
mirror those in the US? What are the practical implications for retailers trying
to attract and keep customers during various stages of life?

Anderson – Moderator

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