Food and Drink Shopper - US - December 2018

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
Traditional supermarkets remain top choice
Figure 1: Food and beverage purchase locations, August 2018
Younger shoppers’ priorities draw them beyond traditional supermarkets
Figure 2: Factors determining shopping location choice, by age, August 2018
Younger shoppers more likely to rely on quick-fill trips
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
Figure 4: Shopping behaviors, by trip type, August 2018
Younger shoppers more open to meal ideas as they shop
Figure 5: Attitudes toward food and beverage shopping, by age, August 2018
Organic selection could be key to online grocery shopping
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
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
Supermarkets lose food and beverage share to other channels
Figure 7: Percentage of total multi-outlet sales of food and drink, by channel, at current prices, 2013-23
MARKET PERSPECTIVE
Spending on food away from home grows faster than food at home
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 
DPI remains high, creating issues and opportunities for grocery retailers
Figure 9: Disposable personal income change from previous period, January 2007-June 2018
Fewer households have children, contributing to shift in shopping patterns
Figure 10: Households, by presence of related children, 2006-16
Cooking enthusiasm falters for some, putting a premium on convenience
Figure 11: Share of cooking segments, 2016-2018
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Transparency claims gain momentum on food packaging
Transformation of the freezer case: the new perimeter?
WHAT’S WORKING?
Transparency claims gain momentum on food packaging
Allergen claims on the rise
Figure 12: Incidence of select food product claims, 2013 vs 2018*
Beverages also see an increase in claim activity
Figure 13: Incidence of select non-alcoholic beverage product claims, 2013 vs 2018*
WHAT’S STRUGGLING?
Traditional diet/weight-loss brands struggle
WHAT’S NEXT?
Transformation of the freezer case: the new perimeter?
THE CONSUMER – WHAT YOU NEED TO KNOW 
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 
Traditional supermarkets remain top choice
Figure 14: Food and beverage purchase locations, August 2018
Younger shoppers more likely to look beyond supermarkets
Figure 15: Food and beverage purchase locations, August 2018
FACTORS THAT DETERMINE SHOPPING LOCATION CHOICE
Assurance of low prices tops the list of store selection criteria
Figure 16: Factors determining shopping location choice, August 2018
Younger shoppers’ priorities draw them beyond traditional supermarkets
Figure 17: Factors determining shopping location choice, by age, August 2018
TRIP TYPES: STOCK-UP VS QUICK-FILL
Younger shoppers more likely to rely on quick-fill trips
Figure 18: Food and beverage trip types, by age, August 2018
SHOPPING BEHAVIORS
To influence stock-up trips, reach shoppers before they reach the store
In-store marketing relatively more important for quick-fill trips
Figure 19: Shopping behaviors, by trip type, August 2018
Younger shoppers more open to influence in-store
Figure 20: Shopping behaviors – Any trip type NET, by age, August 2018
FACTORS THAT DETERMINE FOOD SELECTION
Only modest differences in food selection priorities by trip type
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
Figure 22: Priorities for food and beverage shopping – Any trip type NET, by retailers shopped, August 2018
ATTITUDES TOWARD FOOD AND BEVERAGE SHOPPING
Preference for in-store selection stronger among older adults
Younger shoppers more open to meal ideas as they shop
Figure 23: Attitudes toward food and beverage shopping, by age, August 2018
Experience and in-person selection key to store-based shopping
Figure 24: Attitudes toward food and beverage shopping, by retailers shopped, August 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
APPENDIX – KEY PLAYERS 
Figure 25: Top food product claims, 2013-18*
Figure 26: Top non-alcoholic beverage product claims, 2013-18*