Table of Contents
Executive Summary
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- Market overview
- Top takeaways – Video summary
- Top takeaways
- The insights
- Perimeter-of-store shoppers are segmented by interest in store innovations and shopping purpose
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- Figure 1: Black perimeter-of-store shopper segmentation, June 2019
- Meal ingredient staples drive perimeter-of-store purchases
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- Figure 2: Perimeter of the store item purchases, June 2019
- Better quality perimeter-of-store food found at traditional grocers
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- Figure 3: Preferred shopping locations by perimeter-of-store items – Walmart and traditional supermarkets, June 2019
- Fresh produce are recipe staples, but some may be persuaded to shop other perimeter areas
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- Figure 4: Food shopping behavior, June 2019
- Online shopping for perimeter-of-store items is a stretch
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- Figure 5: Online shopping opinions, June 2019
- What it means
The Market – What You Need to Know
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- Household composition impacts fresh food purchases
- Black consumers’ spending on perimeter foods decreased due to flat prices
- Consumption of meats driven by regional/cultural preferences
The Black Population by the Numbers
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- US Black population holds steady at 44 million people
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- Figure 6: US population by race and ethnicity, 2019
- Black households include more kids than the average
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- Figure 7: Average number of people per family household, by race and ethnicity, 2018
- Over one third of Black households include singles without kids
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- Figure 8: US household composition, by race and ethnicity, 2018
- Nearly six in 10 Black people live in the South
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- Figure 9: Distribution of the Black population, by census region, 2017
Market Perspective
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- Meats and fish consumption
- Black consumers’ meat preferences mirror the average
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- Figure 10: Types of meat and fish ever used within at least the last six months, total vs Black, April 2018-June 2019
- Black consumers more likely to consume nearly all poultry types
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- Figure 11: Types of poultry ever used within at least the last six months, total vs black, April 2018-June 2019
- Dairy consumption
- Black consumers less likely to eat secondary dairy products
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- Figure 12: Consumption of dairy products, total and Black, April 2018-June 2019
Market Factors
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- Black household spending on perimeter-of-store items fluctuated in most expensive categories
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- Figure 13: Average mid-year annualized food at home expenditures by category, total and Black households, 2013-18
- Black households spend less on food at home for the same number of people
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- Figure 14: Average annual food at-home expenditures, total and Black households, 2008-18
- Food prices remain relatively flat in comparison to the average
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- Figure 15: Changes and forecasts in consumer food price indexes, 2017-20 (forecast)
Key Players – What You Need to Know
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- Grocerants of little interest, but prepared food hits the spot
- Prepared food delivery may be the next success in grocery innovation
- Dollar stores react to expansion backlash
What’s Happening?
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- Shoppers find greater value in prepared food vs restaurants
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- Figure 16: Attitudes, opinions, behavior and interest in perimeter-of-store prepared food, June 2019
- Prepared food delivery from grocery stores on the horizon
- Dollar stores launch initiative to stock fresh food to combat criticism
The Consumer – What You Need to Know
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- Meal considerations and foodie interest drive shopper segmentation
- Traditional stores best Walmart for perimeter purchases
- Perimeter shopping is yet another household responsibility
- Fresh food is readily available close to home
- Online shopping for fresh food is a long way off
Grocery Shopping Responsibility
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- Black grocery shopper responsibility on par with the average
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- Figure 17: Grocery shopping responsibility, total and Black, June 2019
- Household composition and lifestage impact who shops for groceries among parents
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- Figure 18: Grocery shopping responsibility, by parental status and gender, total and Black, June 2019
- Middle-income Black households more likely to share shopping responsibility
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- Figure 19: Grocery shopping responsibility, by household income, total and Black, June 2019
- Grocery shopping responsibility extends to all working adults
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- Figure 20: Grocery shopping responsibility, by number of working adults in the household, June 2019
Black Perimeter-of-store Shopper Segmentation
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- Shopper segments highlight preferences between perimeter-of-store basics vs perk products
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- Figure 21: Black perimeter-of-store shopper segmentation, June 2019
- Variety Shoppers shop on impulse and prefer fresh food
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- Figure 22: Profile of Variety Shoppers, June 2019
- Traditional Shoppers stick to the basics
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- Figure 23: Profile of Traditional Shoppers, June 2019
- Chore Shoppers don’t consider perimeter foods a splurge
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- Figure 24: Profile of Chore Shoppers, June 2019
Perimeter-of-store Item Purchases
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- Everyday items and meal ingredients top perimeter product purchases
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- Figure 25: Perimeter-of-store item purchases, by grocery shopping responsibility, June 2019
- Preference for typical fare plus income drive item purchase
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- Figure 26: Perimeter-of-store item purchases, by income and age group, June 2019
- Moms more likely to buy convenience food, single women buy ingredients
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- Figure 27: Perimeter-of-store item purchases, by gender and parental status, June 2019
- Larger households more likely to buy convenience food
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- Figure 28: Perimeter-of-store item purchases, by number of people in the household, June 2019
Preferred Shopping Locations
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- Traditional stores beat Walmart for fresh and prepared food purchases
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- Figure 29: Preferred shopping locations by perimeter-of-store items – Walmart and traditional supermarkets, June 2019
- Discount stores’ fresh food availability and offerings impact purchase
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- Figure 30: Preferred shopping locations by perimeter-of-store items – Select retail outlets, June 2019
- Traditional stores beat out Walmart for fresh food items, even in the South
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- Figure 31: Preferred shopping locations by perimeter-of-store categories – Walmart and traditional supermarkets, by region, June 2019
Food Shopping Behavior
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- Grocery shopping is not an experience – just another chore
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- Figure 32: Food shopping behavior, June 2019
- Upper-income households take interest in perimeter amenities
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- Figure 33: Food shopping behavior, by household income, June 2019
- Parents shop where they can find convenient meals for everyone
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- Figure 34: Food shopping behavior, by parental status, June 2019
- Shopper segment behavior tied to convenience vs control
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- Figure 35: Food shopping behavior, by Black perimeter shopper segments, June 2019
Shopper Perimeter Influences
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- Perimeter-of-store items serve as grocery staples
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- Figure 36: Shopper perimeter influences, June 2019
- Fresh food is a staple, but must be factored in the budget
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- Figure 37: Shopper perimeter influences, by household income, June 2019
- Parents prefer to prepare and serve fresh food to their families
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- Figure 38: Shopper perimeter influences, by marital and parental status, June 2019
- Item price influences purchase, but total meal cost is important too
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- Figure 39: Shopper perimeter influences, by Black perimeter shopper segments, June 2019
Online Shopping Opinions
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- Freshness concerns impede online shopping
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- Figure 40: Online shopping opinions, June 2019
- Young shoppers open to shopping online, but some don’t see it as a convenience
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- Figure 41: Online shopping opinions, by age group, June 2019
- Freshness concerns lead to discomfort when buying perimeter foods online
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- Figure 42: Online shopping opinions, by Black perimeter shopper segments, June 2019
Interest in Perimeter-of-store Concepts
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- Low prices are key, everything else is lower on the list of interests
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- Figure 43: Interest in perimeter-of-store concepts, total and Black, June 201.9
- Everyday low prices important to across all levels of affluence
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- Figure 44: Interest in perimeter-of-store concepts, by household income, June 2019
- Shopper segments drawn to different areas along the perimeter
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- Figure 45: Interest in perimeter-of-store concepts, by Black perimeter shopper segments, June 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Consumer
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- Figure 46: Types of meat and fish ever used within at least the last six months, total vs Black, April 2018-June 2019
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- Figure 47: Types of poultry ever used within at least the last six months, total vs Black, April 2018-June 2019
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- Figure 48: Consumption of dairy products, total and Black, April 2018-June 2019
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