Mintel is piloting a program of syndicated reports focused on shoppers at a variety of channels and retailers within each channel. Within a particular retailer, shopper perceptions and behaviors regarding specific categories (ie Beauty, Grocery/Food/Drink, Household) and subcategories (makeup, salty snacks, cleaning products) are further explored.

This report focuses on the Walgreens shopping experience, including:

• The profile of a Walgreens shopper

• Why customers shop at Walgreens

• Areas where Walgreens performs well

• Barriers and opportunities for Walgreens to consider

• Trip drivers and preshopping behaviors

• Categories shopped/purchased, including:

• Grocery/Food/Drink

• Personal Care

• Household

• Medicines & Treatments

• Beauty

• Vitamins & Minerals

• Diet & Fitness

• Baby & Child

• Home Healthcare

• Sexual Wellness

• Within certain categories, a deep dive qualitative exploration into subcategories was conducted, including: salty snacks, candy/gum/mints, beverages, household cleaning, body wash/soap, and makeup.

This report does not cover pharmacy behavior or prescription purchases at Walgreens.

A 15-minute online quantitative survey was conducted in July 2015 among 1,003 primary Walgreens shoppers aged 18+ (made a nonprescription purchase at Walgreens in the past month). Respondents were representative of the U.S. census for gender, age, and race/ethnicity; from there respondents self-identified as primary shoppers of either CVS or Walgreens. For the purposes of this report, the Walgreens data is presented.

• Note that Mintel surveys are conducted online and in English only. Hispanics who are not online and/or do not speak English are not included in our survey results.

An online community board was used among a sample 20 regular shoppers of Walgreens stores. The panel was six days in length. Fieldwork took place in October 2015 among adults ages 20-64 who have visited Walgreens in the past week and go at least two times per month regularly. Due to the sample limitation, it was not possible to balance respondents across demographics. Additionally, the intent of the qualitative was to engage with regular shoppers of Walgreens stores in order to gain their feedback on a variety of areas. Respondents were asked to engage in a series of activities, which included:

• Retail consideration set exercises (why they choose Walgreens versus other channels, competitors)

• Personification of retailers, including Walgreens and competitors

• Exercises to explore trip drivers to Walgreens

• Reasons for visiting Walgreens specifically, reflections of experiences with Walgreens

• A mobile Walgreens shopping mission designed to provide real-time exploration of key categories within Walgreens as well as self-reflection exercises after the shopping mission