Table of Contents
Executive Summary
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- The issues
- Traditional supermarkets remain top choice
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- Figure 1: Food and beverage purchase locations, August 2018
- Younger shoppers’ priorities draw them beyond traditional supermarkets
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- Figure 2: Factors determining shopping location choice, by age, August 2018
- Younger shoppers more likely to rely on quick-fill trips
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- Figure 3: Food and beverage trip types, by age, August 2018
- The opportunities
- To influence stock-up trips, reach shoppers before they reach the store
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- Figure 4: Shopping behaviors, by trip type, August 2018
- Younger shoppers more open to meal ideas as they shop
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- Figure 5: Attitudes toward food and beverage shopping, by age, August 2018
- Organic selection could be key to online grocery shopping
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- Figure 6: Priorities for food and beverage shopping – Any trip type NET, by retailers shopped, August 2018
- What it means
The Market – What You Need to Know
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- Supermarkets lose food and beverage share to other channels
- Spending on food away from home grows faster than food at home
- Cooking enthusiasm falters for some, putting a premium on convenience
Market Breakdown
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- Supermarkets lose food and beverage share to other channels
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- Figure 7: Percentage of total multi-outlet sales of food and drink, by channel, at current prices, 2013-23
Market Perspective
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- Spending on food away from home grows faster than food at home
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- Figure 8: Share of food expenditures for food at home and food away from home, 2008-18
- Meal kit delivery face challenges but see grocery as opportunity
Market Factors
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- DPI remains high, creating issues and opportunities for grocery retailers
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- Figure 9: Disposable personal income change from previous period, January 2007-June 2018
- Fewer households have children, contributing to shift in shopping patterns
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- Figure 10: Households, by presence of related children, 2006-16
- Cooking enthusiasm falters for some, putting a premium on convenience
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- Figure 11: Share of cooking segments, 2016-2018
Key Players – What You Need to Know
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- Transparency claims gain momentum on food packaging
- Transformation of the freezer case: the new perimeter?
What’s Working?
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- Transparency claims gain momentum on food packaging
- Allergen claims on the rise
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- Figure 12: Incidence of select food product claims, 2013 vs 2018*
- Beverages also see an increase in claim activity
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- Figure 13: Incidence of select non-alcoholic beverage product claims, 2013 vs 2018*
What’s Struggling?
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- Traditional diet/weight-loss brands struggle
What’s Next?
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- Transformation of the freezer case: the new perimeter?
The Consumer – What You Need to Know
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- Traditional supermarkets remain top choice
- Assurance of low prices top the list of store selection criteria
- Younger shoppers more likely to rely on quick-fill trips
- To influence stock-up trips, reach shoppers before they reach the store
- In-store marketing relatively more important for quick-fill trips
- Organic selection could be key to online grocery shopping
- Younger shoppers more open to meal ideas as they shop
- Experience and in-person selection key to store-based shopping
Food Shopping Locations
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- Traditional supermarkets remain top choice
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- Figure 14: Food and beverage purchase locations, August 2018
- Younger shoppers more likely to look beyond supermarkets
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- Figure 15: Food and beverage purchase locations, August 2018
Factors that Determine Shopping Location Choice
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- Assurance of low prices tops the list of store selection criteria
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- Figure 16: Factors determining shopping location choice, August 2018
- Younger shoppers’ priorities draw them beyond traditional supermarkets
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- Figure 17: Factors determining shopping location choice, by age, August 2018
Trip Types: Stock-up vs Quick-fill
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- Younger shoppers more likely to rely on quick-fill trips
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- Figure 18: Food and beverage trip types, by age, August 2018
Shopping Behaviors
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- To influence stock-up trips, reach shoppers before they reach the store
- In-store marketing relatively more important for quick-fill trips
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- Figure 19: Shopping behaviors, by trip type, August 2018
- Younger shoppers more open to influence in-store
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- Figure 20: Shopping behaviors – Any trip type NET, by age, August 2018
Factors that Determine Food Selection
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- Only modest differences in food selection priorities by trip type
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- Figure 21: Priorities for food and beverage shopping, by trip type, August 2018
- Only small differences in priorities for those shopping established channels
- Bigger differences for discount grocery and online shoppers
- Organic selection could be key to online grocery shopping
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- Figure 22: Priorities for food and beverage shopping – Any trip type NET, by retailers shopped, August 2018
Attitudes toward Food and Beverage Shopping
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- Preference for in-store selection stronger among older adults
- Younger shoppers more open to meal ideas as they shop
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- Figure 23: Attitudes toward food and beverage shopping, by age, August 2018
- Experience and in-person selection key to store-based shopping
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- Figure 24: Attitudes toward food and beverage shopping, by retailers shopped, August 2018
Appendix – Data Sources and Abbreviations
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- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Key Players
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- Figure 25: Top food product claims, 2013-18*
- Figure 26: Top non-alcoholic beverage product claims, 2013-18*
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