A new shopper research survey by Perception Research Services International (PRS) reveals:
- Supermarkets are still where most shoppers (91%) have purchased food in the past three months.
- Mass merchandisers like Walmart and Costco are their largest threat (73% of consumers purchase groceries there).
- Dollar stores are gaining momentum (35% of consumers purchased food there in 2012 compared to 32% in 2011).
- Levels at drug and convenience stores are steady relative to last year (46%/47% and 23%/24%, respectively).
While beverages and food performed generally the same at mass merchandisers and dollar stores, cleaning supplies and personal care items are purchased more at dollar stores. As a result of their choosing to buy those items at dollar stores, their trips are filling baskets with more food items.
The survey also revealed the motivations for shoppers choosing specific retailers. They choose supermarkets for selection; mass merchandisers and dollar stores for price; and drug and convenience stores for convenience.
“Our latest findings on grocery shopping indicate how very discerning today’s shoppers are about their venue preferences as well as brand choices,” said Jonathan Asher, executive vice president at PRS. “Retailers must understand their competitive strengths and capitalize on them, while also making the necessary adjustments to their offerings to seize opportunities for a larger slice of the pie. Shoppers are more open to new shopping possibilities than they have been since the 1950’s with the advent of large, supermarket chains.” (NACS: www.nacsonline.com)