retail news in context, analysis with attitude

New research from The Nielsen Company looks at how people are shopping for food at a time when more folks than ever are eating at home and even (gasp!) cooking. The findings indicate that people are more positive about the grocery shopping experience than conventional wisdom would suggest.

Among the results:

• “Only nine percent of the primary shoppers in U.S. households dislike or hate shopping; 38 percent ‘get in and get out’.”

• “More than half (53 percent) of U.S. consumers tell Nielsen they really enjoy or like grocery shopping. Eighteen percent of the consumers in this category regularly browse the entire store when shopping.”

• “Approximately 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 7 percent for low-income households.”

• “Thirty-eight percent of consumers report that grocery shopping is a chore, but not a difficult one. These consumers know which parts of the store have the items they want.”

• “Planning is key, with a large percentage of U.S. households using shopping lists (58 percent), store circulars (47 percent) or coupons (37 percent) and comparing 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, requiring retailers to get their product assortment right.”
KC's View:
I’ll echo what Todd Hale, Nielsen’s senior vice president of Consumer & Shopper Insights, says on this. Now is the moment for US supermarket retailers to get aggressive and ambitious in terms of their marketing and merchandising efforts. They have to make their stores better than ever, they have to know and treat their shoppers better than ever, and they have to continue to earn share of stomach every day.

Time to play hardball. Everybody who sells food is the enemy.