Shopping Lists Spell End of Impulse Buying
Impulse shopping? Not so much. That’s the conclusion of
new research by NPD Group, which finds that the overwhelming majority of consumers
are going off to food stores with shopping lists and coupons in hand.
to NPD’s Before the Store report, 94 percent of U.S. households
prepare a written shopping list before they head out and 72 percent never or
only occasionally deviate from their planned purchases.
NPD also found that most
households have a primary person, usually but not always a woman, responsible
for handling the grocery shopping. Interestingly, the development of the shopping
list appears to include various family members. Kids, for example, contribute
to 40 percent of the lists made up by family households.
“For food and beverage manufacturers and retailers, it’s all about
getting on the list,” said Ann Hanson, executive director of product development
at NPD Group and author of the report, in a press release.
“With so many purchasing decisions being made at home where meals are
being planned and shopping lists assembled, it’s important to focus on
the consumer at home before they leave for the store,” she added.
those who buy off the household shopping list, there are several explanations.
Mentioned most often is the fact that they saw it on promotion (80 percent).
Reason number two mentioned by 67 percent is that they realized they forgot
to put an item on the list. A smaller number, 37 percent, chose to buy something
like a good meal or snack solution.”
Discussion Questions: Do you think there is more or less impulse purchasing
taking place today than in the past? How do retailers get consumers to buy
additional food and beverage products when so few are purchasing items not
on their shopping list?
- Majority of U.S. Households Make Purchase Decisions
Before Grocery Shopping and Only Occasionally Buy on Impulse, Reports NPD – The
NPD Group, Inc.