According to a new study published by coupon marketing firm Catalina, shoppers are highly selective when it comes to making CPG purchases, buying on average less than 1 percent of products available on grocery store shelves during a 1-year period. Further, the study "Engaging the Selective Shopper," which took place over 52 weeks and examined the purchasing choices of more than 32 million American shoppers across 9,968 U.S. grocery stores, revealed that every shopper has a different purchasing profile and no two shoppers ever purchased the same items.

Catalina’s analysis shows that over the course of a year, shoppers buy just 0.7 percent of all available products in the grocery store. Even top shoppers — those who account for 80 percent of all store purchases — buy just 1 percent of available products. This trend applies across all aisles of the grocery store. For example, the average department shopper is buying just 1.7 percent of available dairy products and 0.2 percent of available health and beauty products.

Although demographics are a long-held segmentation practice for CPG marketers, the results of this study indicate that age and income have very little impact on shopper selectivity.

Read more about consumer behavior.

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