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Food and Drink Shopper - US - November 2017

"While food/drink shopping habits exhibit some traditionalism, shifts are clear, largely driven by a quest for lower prices. Many shoppers report shopping at value-oriented stores for groceries more in the past year, suggesting the potential for these channels to grow sales share in the coming years. Adoption of shopping online for food/drink remains low, possibly due to the strong connection consumers have with food and shopping. The majority of consumers link food with mood, find cooking pleasurable, and point to food as an important social outlet."
- Beth Bloom, Associate Director - Food & Drink

This Report looks at the following areas:

  • The majority of shoppers open to trying new locations
  • Low price leads important factors when choosing a purchase location
  • Shoppers want it to be easier

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • The majority of shoppers open to trying new locations
            • Figure 1: Shopping statements – New items/locations, August 2017
          • Low price leads important factors when choosing a purchase location
            • Figure 2: Channel drivers, August 2017
          • Shoppers want it to be easier
            • Figure 3: Shopping statements – Convenience, August 2017
          • The opportunities
            • Brands should capitalize on consumers’ engagement with food
              • Figure 4: Food/drink segmentation – Engagement – Any agree, August 2017
            • Rapidly growing claims suggest greater consumer interest in ingredient transparency
              • Figure 5: Fastest growing food and drink claims, 2013 and 2017*
            • Turning shoppers into advocates
              • What it means
              • The Market – What You Need to Know

                • Sales of food for at-home consumption outpace sales for away-from- home
                  • Gap widens between supermarkets and “other channels”
                    • Women make up a slightly larger share of grocery shoppers
                      • Retailer choice may shift due to health initiatives
                        • Whole Foods acquisition causes retailers to rethink strategies
                        • Market Breakdown

                          • Gap widens between supermarkets and “other channels”
                            • Figure 6: Percentage of total MULO grocery sales (food and nonfood), by segment, at current prices, 2012-22
                          • Competitive landscape sees even more entrants
                            • 62% of US adults have shopped for food at Walmart in the past month
                              • Figure 7: Select food stores and supermarkets shopped in the past four weeks, spring 2017
                          • Market Perspective

                            • Sales of food for at-home consumption outpace sales for away-from- home
                              • Figure 8: Share of food expenditures for food at home and food away from home, 2007-17
                            • Whole Foods acquisition causes retailers to rethink strategies
                                • Figure 9: Walmart “New! Hand-crafted in Italy. Sam’s Choice Italia is here.” email, October 2017
                            • Market Factors

                              • Brands should capitalize on consumers’ engagement with food
                                • Figure 10: Food/drink segmentation – Engagement – Any agree, August 2017
                                • Figure 11: Whole Foods Market “Reserve Your Feast Today: 3 Weeks ’Til Thanksgiving!” email, November 2017
                              • Women make up a slightly larger share of grocery shoppers
                                • Figure 12: Share of grocery shopping responsibility, by gender, August 2017
                              • In their words: Who’s involved?
                                • Increasing diversity broadens American palate/shopping cart
                                  • Figure 13: “Many Chairs. One Table.” YouTube ad, August 2017
                                  • Figure 14: Population by race and Hispanic origin, 2012-22
                                • Retailer choice may shift as Americans attempt to eat healthier
                                  • Consumer confidence should rise as unemployment falls
                                    • Figure 15: Consumer confidence and unemployment, 2000-September 2017
                                • Key Players – What You Need to Know

                                  • Kosher and low/no/reduced allergens lead 2017 food/drink claims
                                    • Rapidly growing claims suggest increasing consumer interest in ingredient transparency
                                      • All-natural claim losing share, as are callouts related to weight loss
                                      • What’s Working?

                                        • Popular food and drink claims
                                          • Kosher and low/no/reduced allergens lead 2017 food/drink claims
                                            • Figure 16: Leading food and drink claims, 2013 and 2017*
                                          • Rapidly growing claims suggest increasing consumer interest in ingredient transparency
                                              • Figure 17: Fastest growing food and drink claims, 2013 and 2017*
                                          • What’s Struggling?

                                            • All-natural claim losing share, as are callouts related to weight loss
                                              • Low price should create distance from an association with low value
                                                • Don’t tell me to diet
                                                  • Figure 18: Fastest declining food and drink claims, 2013 and 2017*
                                              • What’s Next?

                                                • Prioritizing speed
                                                  • Boosting convenience through consolidating efforts
                                                    • Meal kits represent challenge and opportunity
                                                      • Turning shoppers into advocates
                                                        • In their words: Spreading the word
                                                            • Figure 19: Save-A-Lot food stores “We’re saying thanks with a WEEKEND SALE!” email, October 2017
                                                        • The Consumer – What You Need to Know

                                                          • Health leads as an important factor in food choices
                                                            • Supermarkets lead as food and drink purchase outlet of choice
                                                              • The weekly supermarket trip still leads
                                                                • Low price leads important factors in choosing a purchase location
                                                                  • The majority of shoppers open to trying new locations
                                                                    • Consumers want food and drink shopping to be easy
                                                                    • What Influences Consumer Food Choices?

                                                                      • Health leads as an important factor in food choices
                                                                          • Figure 20: Food/drink segmentation – Food choices – Any agree, August 2017
                                                                        • Environmental responsibility is important to younger shoppers
                                                                            • Figure 21: Food/drink segmentation – Food choices – Any agree, by age, August 2017
                                                                          • Higher earners are more likely to prioritize health
                                                                            • Figure 22: Food/drink segmentation – Food choices – Any agree, by HH income, August 2017
                                                                          • City dwellers are more interested in health, environment
                                                                            • Figure 23: Food/drink segmentation – Food choices – Any agree, by region, August 2017
                                                                          • Parents are especially engaged in food factors
                                                                              • Figure 24: Food/drink segmentation – Food choices – Any agree, by parental status, August 2017
                                                                            • New product trial
                                                                              • Introduction to new products largely happens while shopping
                                                                                • In their words: What/who influences new food/drink trial
                                                                                • Food and Drink Shopping Channel Preference

                                                                                  • Supermarkets lead as food and drink purchase outlet of choice
                                                                                    • Figure 25: Primary shopping channels, August 2017
                                                                                    • Figure 26: “How to Lidl – Price” TV ad, May 2017
                                                                                    • Figure 27: ALDI “Start November with savings!” email, November 2017
                                                                                    • Figure 28: Instacart “Reserve Your Feast Today: 3 Weeks “Get $20 off today! Shop and save with ALDI.”” email, November 2017
                                                                                  • In their words: Online food/drink shopping has a strong association with time savings
                                                                                    • Women seek cost savings and health
                                                                                      • Figure 29: Select food stores and supermarkets shopped in the past four weeks, by gender, spring 2017
                                                                                    • 18-24s are more likely to shop at Walmart than at traditional supermarkets
                                                                                        • Figure 30: Primary shopping channels, by age, August 2017
                                                                                      • Supermarkets may appear as an expensive option
                                                                                        • Figure 31: Primary shopping channels, by HH income, August 2017
                                                                                      • 59% of Aldi shoppers come from HHs earning less than $75K
                                                                                        • Figure 32: “Name That Chewn | Rice Cakes” YouTube ad, October 2017
                                                                                        • Figure 33: “I Like ALDI Commercial | Mac & Cheese” YouTube ad, September 2017
                                                                                        • Figure 34: Select food stores and supermarkets shopped in the past four weeks, by HH income, spring 2017
                                                                                      • Supermarkets do well in the suburbs, mass merchandisers have rural appeal
                                                                                        • Figure 35: Primary shopping channels, by city size, August 2017
                                                                                      • Supermarkets work for smaller households, mass appeals to larger ones
                                                                                        • Figure 36: Primary shopping channels, by HH size, August 2017
                                                                                        • Figure 37: “Target Run 2017 Milk :15” TV ad, June 2017
                                                                                        • Figure 38: Select food stores and supermarkets shopped in the past four weeks, by HH size, spring 2017
                                                                                      • In their words: Mass outlets may do well to highlight benefits beyond price
                                                                                        • In their words: Ideal food and drink shopping location
                                                                                        • Food and Drink Purchase Frequency

                                                                                          • The weekly supermarket trip still leads
                                                                                            • Figure 39: Purchase frequency, by channel, August 2017
                                                                                          • Men are more likely to shop frequently
                                                                                            • In their words: Shopping frequency
                                                                                              • Figure 40: Purchase frequency – Any channel, by gender, August 2017
                                                                                            • 25-34s are most frequent shoppers
                                                                                                • Figure 41: Purchase frequency – Any channel, by age, August 2017
                                                                                              • 18% of shoppers in urban locations shop daily for food and drink
                                                                                                  • Figure 42: Purchase frequency – Any channel, by city size, August 2017
                                                                                              • Choosing a Food and Drink Shopping Location

                                                                                                • Low price leads important factors in choosing a purchase location
                                                                                                  • Figure 43: Channel drivers, August 2017
                                                                                                • Women are most likely to be price conscious, while men gravitate toward convenience
                                                                                                  • Figure 44: Share of channel drivers – Any importance, by gender, August 2017
                                                                                                  • Figure 45: Whole Foods Market “Reserve Your Feast Today: 3 Weeks ’Til Thanksgiving!” email, November 2017
                                                                                                • Fresh products appeal to older shoppers
                                                                                                  • Figure 46: Channel drivers – Any importance, by age, August 2017
                                                                                                • Rural shoppers like low prices; city dwellers want health and ease
                                                                                                  • Figure 47: Channel drivers, by city size, August 2017
                                                                                                • Motivations to switch channels
                                                                                                  • Lower prices can help sway shoppers; fresh products could also appeal
                                                                                                    • Figure 48: Motivation to switch channels, August 2017
                                                                                                • Food and Drink Shopping Statements

                                                                                                  • New items/locations
                                                                                                    • The majority of shoppers are open to trying new locations
                                                                                                      • Figure 49: Shopping statements – New items/locations, August 2017
                                                                                                      • Figure 50: “Puerto Rico Relief Fund: “United”” TV ad, October 2017
                                                                                                    • Under 45s are most interested in new products/locations
                                                                                                      • Figure 51: Shopping statements – New items/locations, by age, August 2017
                                                                                                    • Rural shoppers may be resigned to limited options
                                                                                                      • Figure 52: Shopping statements – New items/locations, by city size, August 2017
                                                                                                    • Convenience
                                                                                                      • Shoppers want it to be easier
                                                                                                        • Figure 53: Shopping statements – Convenience, August 2017
                                                                                                      • Younger shoppers want to spend less time thinking about food
                                                                                                        • Figure 54: Shopping statements – Convenience, by age, August 2017
                                                                                                        • Figure 55: Kellogg’s “Happy Birthday from Kellogg’s” email, November 2017
                                                                                                      • Hispanics prefer frequent, small trips
                                                                                                        • Figure 56: Shopping statements – Convenience, by Hispanic origin, August 2017
                                                                                                      • Respondents from large HHs feel like they spend too much time on meal planning
                                                                                                        • Figure 57: “ClickList Delivery “Dog Wash” | Commercial | Kroger” commercial, July 2017
                                                                                                        • Figure 58: Shopping statements – Convenience, by HH size, August 2017
                                                                                                    • Cluster Analysis

                                                                                                          • Figure 59: Food and drink shopper clusters, August 2017
                                                                                                        • Group 1: Traditionalists
                                                                                                          • Demographics:
                                                                                                            • Characteristics
                                                                                                              • Opportunities
                                                                                                                • Figure 60: Primary shopping channels, by food/drink shopper clusters, August 2017
                                                                                                              • Group 2: Enthusiasts
                                                                                                                • Demographics:
                                                                                                                  • Characteristics
                                                                                                                    • Opportunities
                                                                                                                      • Figure 61: Shopping statements, by food/drink shopper clusters, August 2017
                                                                                                                    • Group 3: Just Feed Mes
                                                                                                                      • Demographics:
                                                                                                                        • Characteristics
                                                                                                                          • Opportunities
                                                                                                                            • Figure 62: Channel drivers, by food/drink shopper clusters, August 2017
                                                                                                                          • Group 4: Ease Seekers
                                                                                                                            • Demographics:
                                                                                                                              • Characteristics
                                                                                                                                • Opportunities
                                                                                                                                  • Group 5: Quality Seekers
                                                                                                                                    • Demographics:
                                                                                                                                      • Characteristics
                                                                                                                                        • Opportunities
                                                                                                                                          • Figure 63: Motivation to switch channels, by food/drink shopper clusters, August 2017
                                                                                                                                      • Appendix – Data Sources and Abbreviations

                                                                                                                                        • Data sources
                                                                                                                                          • Consumer survey data
                                                                                                                                            • Consumer qualitative research
                                                                                                                                              • Direct marketing creative
                                                                                                                                                • Abbreviations and terms
                                                                                                                                                  • Abbreviations

                                                                                                                                                  Food and Drink Shopper - US - November 2017

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