Survey finds 54% of U.S. shoppers enjoy grocery shopping, up from 41% in 2011

New York -- Most shoppers now actually like to grocery shop, according to research from Acosta Sales & Marketing, full-service sales and marketing agency. The company’s “The Why? Behind the Buy” report finds that 54% of total U.S. shoppers say they enjoy grocery shopping, up from 41% in 2011.



The study 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. 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/sale items and 25%g 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 VP, 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 study also noted that the explosion of smartphone and tablet use is reshaping grocery shopping:



•Twenty-seven percent of shoppers review a store’s digital circular before shopping.



•Seventeen percent of shoppers use a shopping list on a mobile device while shopping.



•Twenty-two percent of shoppers log into store loyalty programs/update points/trip information after shopping.



In other highlights:



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.