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Study: Recession changes supermarket shopping behavior

5/15/2009

Arlington, Va. As the economy continues to squeeze shoppers, more consumers are focusing on price and value during supermarket visits, according to the Food Marketing Institute’s 2009 U.S. Grocery Shopper Trends report.

The study, released Friday, is based on a sample of 2,040 U.S. shoppers.

Consumers are economizing when it comes to shopping for food, and there are three stages of this behavior. Stage One encompasses downsizing. Fine dining visitors are substituting fast food, and casual diners are replacing eating out with meal solutions found in grocery stores. In fact, 69% of shoppers said they are eating out less, and 50% eat at less-expensive venues, the study said.

Stage Two behaviors prove that shoppers are switching their cost-saving strategies, including transitioning to private-label merchandise, using coupons and sticking to shopping lists. For example, 53% of consumers use a shopping list. Forty percent of shoppers scour newspapers and inserts for deals, and 35% of shoppers use coupons from newspapers, magazines and the mail, the survey revealed.

Stage Three is finding shoppers switching to more cost-saving retail formats, including supercenters and warehouse clubs. While most shoppers still frequent full-line grocers (56%), 42% of shoppers are also visiting supercenters and warehouse stores for specials, the study said.

As more shoppers prepare food at home, they are more aware of food safety. While 83% of shoppers are somewhat or very confident, 72% are only somewhat confident. Nearly one-third of shoppers are so concerned that they stopped purchasing specific products.

Click here for the full report.

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