JACKSONVILLE, Fla. – As important as understanding what actions consumers are taking is to understand why they make the choices they do. This week, Acosta Sales & Marketing released the 11th edition of their “The Why? Behind the Buy” report, which analyzes how Americans grocery shop and what drives consumers’ purchase decisions.
“Grocery shopping has become a complex, consumer-centric matrix of options as Americans have more choices today than ever before,” said Colin Stewart, senior vice president at Acosta. “As consumers report saving an average of $67 per month due to lower gas prices, and directing some of those savings to food and groceries, there are even more decisions to make on what, where and how to buy. By better understanding current shopper behaviors and purchase drivers, brands and retailers can successfully convert these extra dollars into incremental sales.”
Among other findings, the report reveals that lower gas prices are freeing up consumers to spend more elsewhere. Most shoppers indicate they will use gas savings for food/groceries, paying bills and going out more. Specifically, almost three-quarters (72%) of shoppers ages 18-34 indicate they will be spending their fuel savings on groceries.
Shoppers also don’t mind “store surfing” to meet their needs. The average shopper in the survey reported visiting about seven different store locations to buy groceries in the past six months. While shoppers are still buying groceries most often in a regular supermarket, the generational tide is turning with Gen X and Millennial shoppers. While 95% of U.S. shoppers report buying household groceries at regular supermarkets in the past six months, 39% made purchases at dollar and drug stores, and a quarter (25%) bought household groceries at convenience stores, with somewhat higher responses among Millennial and Gen X shoppers.
Shopper decisions vary based on purchase category, brands and household influencers. While about seven in 10 shoppers make the decision to shop a particular category while at home, 55% of shoppers typically decide what brand to buy while in the store.
The Why? Behind The Buy report was produced with research using a nationally representative random sample of U.S. shoppers via Acosta’s proprietary ShopperF1rst™ online survey in the fall of 2014. To access the full report and actionable solutions for brands and retailers, visit www.acosta.com/why.