NEW YORK—As U.S. consumers continue to feed on a back-to-basics and a “more meals at home” concept, Nielsen’s most recent shopping survey and behavior-tracking insights reveal that 53 percent of consumers report they actually enjoy grocery shopping, and of that number 18 percent browse the entire store. Only 9 percent of shoppers said they dislike or hate shopping.
Additionally, approximately 30 percent of grocery items are purchased on deal, with deal rates up nearly 11 percent for high-income households, nearly 10 percent for middle-income households and 7 percent for low-income households.
Thirty-eight percent of consumers report that grocery shopping is a chore, but not a difficult one. These consumers know which parts of the store have the items they want. Planning also is key; 58 percent use shopping lists, 47 percent use store circulars, 37 percent use coupons and 50 percent compare prices on most grocery store trips.
Only 9 percent of consumers purchase from end-aisle displays on most grocery trips, and 75 percent never ask for assistance in the meat or produce department, requiring retailers to get their product assortment right.
