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Recession Changing Consumers Supermarket Shopping Behavior
JUNE 16, 2009 --
Spurred by the ongoing recession in the U.S., price and value are becoming the primary factors as American consumers shop for groceries, according to the just released Food Marketing Institute’s (FMI) 2009 U.S. Grocery Shopper Trends report.
“Shoppers in every income bracket are facing budgetary pressures, and they are making different choices when it comes to the foods they purchase,” said Leslie G. Sarasin, FMI president and chief executive officer. “The recession is affecting shopper decision making in ways that may endure. Retailers are challenged with a great opportunity to win over shoppers with money-saving ideas that appeal to their customers.”
According to the study, three stages of economizing now typify the behavior of most supermarket shoppers:
• Stage One – Shoppers save money on eating out by switching from fine dining to fast food. They also seek supermarket meal solutions in place of restaurant fare.
• Stage Two – Consumers change their saving measures in the store by buying more private brands, using coupons, buying basic ingredients and shopping with a plan.
• Stage Tree – Shoppers switch store formats and choose supercenters, warehouse clubs, and limited access stores.
The Trends study showed that 69 percent of shoppers report eating out less, while 50 percent say they are choosing less expensive places when they do eat out.
Fifty-three percent report making a shopping list, 40 percent search newspaper or advertising inserts, and 35 percent look for coupons in the mail, newspapers and magazines. All of this means, FMI said, that impulse sales are declining.
Once in the store, the Trends study said increased numbers are purchasing private label products and that those consumers view those products as being less costly than national brands while still providing good value.
“Shoppers are focused on finding the best prices for the food they purchase,” said Sarasin. “It is the number one reason consumers pick which stores they shop at to stock up and which ones they choose for fill-in trips.”
Full-service supermarkets were identified by 56 percent of shoppers as their primary store, down from60 percent last year. Despite the recession, however, stores appear to be doing a good job of retaining the loyalty of their customers as only 6 percent said they switched stores to save money on groceries. However, 42 percent said they occasionally shop at other stores, such as supercenters and warehouse stores, to take advantage of specials. Supercenters’ market share for groceries now stands at 27 percent, compared to 22 percent in 2005.
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