The Modern DayFood Gatherer [REPORT]

While we generally gravitate towards what is simple and efficient, there is mounting evidence that we are moving in the opposite direction when it comes to grocery shopping. Namely, we are more likely to shop at more than one store. Multiple stores as a matter of fact. At IPSOS, as part of our commitment to understanding shopper behavior, we conducted a national survey to understand how people shop for groceries. We find that shopping for groceries at only one store is the exception rather than the rule. We note that when shoppers have more than one store in their repertoire set, the stores are likely to be complementary (different stores are viewed as stronger in certain categories) rather than substitutable (competing based on price). We find also that fresh foods such as meat and vegetables, while non-glamorous in the world of market research, are key “destination” products that determine whether a shopper will go to a particular store. Finally, there is also evidence that consumers shop at different types of stores in their repertoire set in a predictable sequence. These findings have important implications for retailers and also for the manufacturers that distribute products through them.

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