JACKSONVILLE, Fla. -- Most shoppers now like to grocery shop, according to new research from Acosta Sales & Marketing, a leading full-service sales and marketing agency in the consumer packaged goods (CPG) industry.
Acosta's latest The Why? Behind the Buy report says that 54% of total U.S. shoppers say they enjoy grocery shopping, up from 41% in 2011.
Among all U.S. consumers who enjoy shopping, shoppers are driven by the thrill of the hunt: 40% like finding new products to try, 38% like looking for the best deals or sale items and 25% like browsing the aisle for products.
"It's extremely encouraging for the grocery industry to see that consumers are shopping with renewed enthusiasm," said Colin Stewart, senior vice president of Acosta. "Shopper engagement, combined with improving economic conditions and increased consumer confidence, is giving way to an improved environment for CPGs and retailers to build brand loyalty, introduce new products and grow their business."
The report reveals new details on the rapid evolution of shopping and eating habits:
- Shopper spending is up. Monthly grocery spending has increased, likely due to inflation, as sales volume remains sluggish.
- Shoppers report spending an average of $318.70 per month on groceries--the highest figure since Acosta began the survey in 2009--compared to $288.70 a year ago.
- Spending on food prepared outside the home has increased significantly; shoppers report spending an average of $123.70 per month compared to $101.00 last year.
- Snacking is on the rise. The growth of snack food categories is outpacing growth of traditional meal products as less people eat three square meals a day.
- Nearly seven in 10 consumers who snack have eaten a snack in place of a meal at least once in the past month.
- Millennials are the least likely to eat three meals a day and are more likely to snack on protein/energy bars, smoothies/blended drinks and energy drinks.
- Frozen foods are warming up. While frozen foods have been experiencing sales declines, there may be a brighter future with younger generations.
- 30% of Millennials and 21% of Gen X shoppers report they have purchased more frozen foods in the past year.
- 21% of Millennials and 17% of Gen X shoppers reported shopping new frozen food categories in the past year.
- 16% of Millennial shoppers expect to spend more on frozen foods in the next year, citing convenience and shelf life benefits of frozen items.
- Digital grocery technology is growing. The explosion of smartphone and tablet use is reshaping grocery shopping.
- 27% of shoppers review a store's digital circular before shopping.
- 17% of shoppers use a shopping list on a mobile device while shopping.
- 22% of shoppers log into store loyalty programs/update points/trip information after shopping.
The report shows marked increases in shopper enjoyment within specific ethnic and age groups, with 72% of Asian-Americans, 67% of African-Americans, 66% of Hispanics and 64% of Millennials reporting they like to grocery shop.
The Why? Behind The Buy report was produced with research using a nationally representative random sample of U.S. shoppers via Acosta's proprietary ShopperF1rst online survey in the spring of 2014. To access the full report and actionable solutions for brands and retailers, visit www.acosta.com/why.
Jacksonville, Fla.-based Acosta is a sales and marketing company that provides a range of outsourced sales, marketing and retail merchandising services throughout the United States and Canada. For more than 85 years, Acosta has helped CPG companies move products off shelves and into shoppers' baskets.
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