Survey: Only Nine Percent of Consumers Dislike Grocery Shopping
By Tom Ryan
A survey from
The Nielsen Co. found that only nine percent of primary shoppers in U.S.
households "dislike" or "hate" grocery shopping. Indeed, more than half (53
percent) indicated they "really enjoy"
or "like" the activity.
of the consumers that like or enjoy shopping regularly browse the entire
store when shopping.
About 38 percent
of respondents considered grocery shopping a chore but not difficult. Of
those 38 percent, 46 percent knew what parts of the store had the items
from the survey:
30 percent of grocery items are purchased on deal, with deal rates up
nearly 11 percent for high-income households, nearly 10 percent for middle-income
households and seven percent for low-income households;
- A large percentage
of U.S. households use shopping lists (58 percent), store circulars (47
percent) or coupons (37 percent) and compare prices (50 percent) on most
grocery store trips;
- Only nine
percent of consumers purchase from end-aisle displays on most grocery
trips, and three-quarters of consumers never ask for assistance in the
meat or produce department.
attitudes toward grocery shopping is critical for retailers to understand
how to encourage shoppers to spend more each trip, thereby helping grow
their business,” said Todd Hale, senior vice president, Consumer & Shopper
Insights, Nielsen. “For example, retailers shopped by consumers who dislike
shopping or think it is a chore, consider simplified store layouts.
Adequate staffing at registers and shelf check-out are a must. Retailers
shopped by more consumers who like to shop have more flexibility to drive
sales across the store. Leverage sights and smells with cooking and demo
stations in strategic sections of stores.”
Questions: Why does grocery shopping appear to be a more enjoyable experience
for some consumers? What should food retailers focus on
in looking to improve the shopping experience versus other channels?