News

Research reveals behaviors of cost-conscious grocery shoppers

May 15, 2012

A new research report sponsored by MaxPoint Interactive revealed the changing behavior among cost-conscious grocery shoppers as they move through the path to purchase in today's post-recession economy.

The Grocery Industry Pulse, titled "Reaching Today's Cost-Conscious Consumer," found that the average monthly spend on groceries has steadily increased among the general population from pre- to post-recession. While spending continues to climb, nearly three in four respondents have made changes to their grocery shopping habits within the last year, becoming more cost-conscious before and during their trips, according to a company press release.

Some of the ways cost-conscious grocery shoppers in the U.S. have changed their behavior include:

• More than 40 percent of moms and those in the 25-54 age group indicate that in the past year they have started shopping multiple grocery stores to get the best prices and deals.
• Close to half of all respondents and 50.4 percent of moms said they clip coupons and scan their loyalty cards regularly for savings.
• On average, 26 percent of respondents use some form of digital coupons. Moms are most likely to use digital coupons, with nearly a third using digital methods to find coupons.
• Three in four respondents said they are more likely to try a new product at the grocery store if they have a coupon for it.
• More than 90 percent of shoppers regularly research products online before purchasing them in-store
• Moms and those in the 25-54 age group are more likely than adults 18+ to use the Internet to prepare for grocery shopping trips.
• Moms are also the most likely group of respondents to use digital methods to find recipes when preparing for a trip to the grocery store.

"Due to the economy, consumers are shifting their shopping behaviors to get more for their money," said Dianne Kremer, Senior Analyst at BIGinsight. "As consumers feel a pinch from rising gas and food prices, they are becoming more creative with how they spend their grocery budgets — shopping closer to home, going to multiple stores to get the best deals and looking online for coupons and offers."

Read more about consumer behavior.