Jan. 31, 2014
A study of more than 2,200 moms who primarily buy food for their family at supermarkets reveals that an overwhelming majority (89 percent) are regularly influenced by coupons to try new food and drink products. Conducted by the online community Womensforum.com, the "Womensforum.com Supermarket Moms Survey" also finds that nearly half (49 percent) of grocery-seeking moms see it as a frequent occurrence.
When it comes to what kinds of foodstuffs end up in their carts, coupons prompted respondents to make more new product purchases down the snack food aisle (73 percent) than elsewhere in the store. But the study shows that coupons still hold a great deal of sway beyond newfangled potato chips and pretzels, heavily inspiring moms to buy new products in other categories as well, including:
- frozen food (72 percent);
- cereal (62 percent);
- beverages (57 percent);
- dairy (55 percent); and
- breads/bakery (42 percent).
This balance shifts slightly depending upon the age of the mom in question, with those over 50 more inclined to purchase a new frozen food item rather than a new snack food.
Pointing to parity between digital and print discovery among supermarket-shopping moms, nearly half of those surveyed (46 percent) said that they learned about these new grocery products though online advertising — the same number that said they where exposed to new food and drink products through traditional newspaper advertising.
Hometown supermarket circulars and word of mouth (65 percent and 51 percent, respectively) are also deemed powerful tools for finding out about the latest products to hit the shelves. Contributing to the impact of the latter, 33 percent of respondents said they heard about new food and beverage items through their social media circles.
Print media and supermarket circulars take the lead when it comes to finding coupons (78 percent and 65 percent, respectively), but more than half of those surveyed (55 percent) say they often get coupons online, with nearly four in 10 also uncovering them on food or frugal-living blogs that share cost-saving finds.
Read more about consumer behavior.