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Grocery Retailing - US - February 2013

“The composition of primary grocery shoppers is skewed toward Baby Boomers and Gen Xers. Only half of Millennials take sole responsibility in grocery shopping, and this cohort is likely to look for an efficient shopping experience and instant gratification, more so than their older generational counterparts due to their high level of mobile device and smartphone ownership. Baby Boomer shoppers are more likely to be receptive to in-store promotional events rather than online coupons. It is evident that a distinctive marketing strategy must be offered between the generations.”

– Ika Erwina, Retail, Apparel & Technology Analyst

Some questions answered in this report include:

  • What are the potential implications of divergent generational shopping behaviors on grocery retailing?
  • How can grocery retailers close the generational gap?
  • How can supermarkets stay competitive against deep-discounted channels?
  • In what innovative ways can grocery channels improve their relevance to shoppers?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Weathering the economic uncertainty with positive outlook
                            • Figure 1: Fan chart forecast of MULO sales of groceries, at current prices, 2009-17
                          • Supermarkets capture the lion’s share of the grocery retail sales
                            • Figure 2: MULO sales, by retail channel, at current prices, 2012
                          • Market factors
                            • The impact of aging Boomers and engaged Millennials
                              • Figure 3: U.S. population, by generation, 2012
                            • Role of grocery retailers in health and wellness
                              • Coupons move into a new era
                                • Figure 4: Use of cents-off coupons, by type of retailer, selected years 2006-12
                              • Supermarkets sustain competitive advantage in the crowded grocery retailing market
                                • The consumer
                                  • Six in 10 shoppers claim take sole responsibility for household grocery shopping
                                    • Figure 5: Grocery shopping responsibility, November 2012
                                  • Supermarkets achieve “most often” patronage for food and drink
                                    • Figure 6: Retailers and channels shopped for food/drink, November 2012
                                  • Mass merchandisers and club stores most-often channel to shop for nonfood items
                                    • Figure 7: Retailers and channels shopped for nonfood/drink groceries, November 2012
                                  • Increased spending at big-box/club stores and supermarkets
                                    • Figure 8: Spending more than last year on groceries at selected channels, November 2012
                                  • Coupons are popular tool to save grocery expenditures
                                    • Figure 9: Saving strategies when grocery shopping, November 2012
                                  • Lower prices remain king in grocery shopping, but not alone
                                    • Figure 10: Attitudes and behaviors toward grocery shopping, November 2012
                                  • Grocery shoppers would welcome coupon and promotion customizations
                                    • Figure 11: Innovations and improvements sought in the grocery shopping experience, November 2012
                                  • What we think
                                  • Issues in the Market

                                      • What are the potential implications of divergent generational shopping behaviors on grocery retailing?
                                        • How can grocery retailers close the generational gap?
                                          • How can supermarkets stay competitive against deep-discounted channels?
                                            • In what innovative ways can grocery channels improve their relevance to shoppers?
                                            • Insights and Opportunities

                                              • Demographic shift translates into different ways to succeed
                                                • Primary grocery shoppers demand more local food
                                                  • Capital investment focused on technology could leverage brand loyalty
                                                    • Obesity prevalence presents abundant market opportunities
                                                      • Figure 12: Adult and childhood obesity rates, 2011
                                                    • Attention to a healthy lifestyle can encourage grocery shopping
                                                    • Trend Applications

                                                        • Trend: The Nouveau Poor
                                                          • Trend: Without a Care
                                                            • Inspire 2015 trends
                                                              • Access Anything Anywhere
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Stronger outlook for groceries
                                                                    • Figure 13: MULO sales and forecast of groceries, at current prices, 2009-17
                                                                    • Figure 14: MULO sales and forecast of groceries, at inflation-adjusted prices, 2009-17
                                                                  • Fan chart forecast
                                                                      • Figure 15: Fan chart forecast of MULO sales of groceries, at current prices, 2009-17
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Creating oases in food deserts has the potential to spur growth
                                                                        • Coupons more accessible and usable via better targeting and mobile apps
                                                                          • Figure 16: Use of cents-off coupons, by retailer type, selected years 2006-12
                                                                        • Leveraging private labels/store brands to boost sales and brand loyalty
                                                                          • Increasing consumer confidence influences more spending on groceries
                                                                            • Figure 17: University of Michigan’s index of consumer sentiment, November 1978-2012
                                                                          • The direction of grocery retailing influenced by shifting generational demographics
                                                                            • Figure 18: U.S. population, by generation, 2012
                                                                            • Figure 19: U.S. population, by age, 2008-18
                                                                            • Figure 20: Share of population by generation, by race/Hispanic origin, 2012
                                                                        • Segment Performance

                                                                          • Overview
                                                                            • Key points
                                                                              • Supermarkets dominate sales, but show weakest growth
                                                                                • Figure 21: MULO sales and forecast of groceries, by retail channel, at current prices, 2009-17
                                                                                • Figure 22: MULO sales and forecast of groceries, by retail channel, at current prices, 2009-17
                                                                              • Food and drink dominate retail grocery sales
                                                                                • Figure 23: MULO sales of groceries, by product segment, at current prices, 2009-12
                                                                              • Supermarkets
                                                                                • Key points
                                                                                  • Supermarkets’ retail sales receipt will post a moderate growth
                                                                                    • Figure 24: MULO sales and forecast of groceries sold at supermarkets, at current prices, 2009-17
                                                                                  • Product segmentation at supermarkets
                                                                                    • Supermarkets’ competitive advantage lies in food and drink
                                                                                      • Household supplies and general merchandise the weakest sales generation
                                                                                        • HBC small representation posted the highest growth
                                                                                          • Figure 25: MULO sales of groceries sold at supermarkets, by product segment, at current prices, 2009-12
                                                                                        • Drug stores
                                                                                          • Key points
                                                                                            • Drug stores show the highest outlook for growth through 2017
                                                                                              • Figure 26: MULO sales and forecast of groceries sold at drugstores, at current prices, 2009-17
                                                                                            • Product segmentation at drug stores
                                                                                              • Food and drink showed strong sales growth
                                                                                                • Household supplies/general merchandise
                                                                                                  • Naturally, HBC dominates
                                                                                                    • Figure 27: MULO sales of groceries sold at drugstores, by product segment, at current prices, 2009-12
                                                                                                  • Other MULO channels
                                                                                                    • Key points
                                                                                                      • Other MULO prospered during the post-recession era
                                                                                                        • Figure 28: MULO sales and forecast of groceries sold at other MULO, at current prices, 2009-17
                                                                                                      • Product segmentation through other MULO channels
                                                                                                        • Figure 29: MULO sales of groceries sold at other MULO, by product segment, at current prices, 2009-12
                                                                                                    • Retailer Profiles

                                                                                                        • Traditional supermarkets
                                                                                                          • Ahold USA
                                                                                                            • Delhaize America
                                                                                                              • Giant Eagle
                                                                                                                • Kroger
                                                                                                                  • Publix Super Markets
                                                                                                                    • Safeway
                                                                                                                        • Figure 30: Safeway’s private label brands and positioning, January 2013
                                                                                                                      • Supervalu
                                                                                                                        • Figure 31: Supervalu’s store banners, number of stores, and key markets, January 2013
                                                                                                                      • Wegmans
                                                                                                                        • Whole Foods Market
                                                                                                                          • Trader Joe’s
                                                                                                                            • Market threats and opportunities for traditional supermarkets
                                                                                                                              • Mass merchandisers and supercenters
                                                                                                                                • Target
                                                                                                                                  • Walmart
                                                                                                                                    • Meijer
                                                                                                                                      • Market threats and opportunities for mass merchandisers
                                                                                                                                        • Warehouse clubs
                                                                                                                                          • Costco
                                                                                                                                            • Sam’s Club
                                                                                                                                              • BJ’s Wholesale Club
                                                                                                                                                • Market threats and opportunities for warehouse clubs
                                                                                                                                                  • Drug stores
                                                                                                                                                    • Walgreens
                                                                                                                                                      • Duane Reade
                                                                                                                                                        • CVS
                                                                                                                                                          • Rite Aid
                                                                                                                                                            • Market threats and opportunities for drug stores
                                                                                                                                                              • Dollar stores and discount food stores
                                                                                                                                                                • ALDI
                                                                                                                                                                  • Bottom Dollar
                                                                                                                                                                    • Food 4 Less
                                                                                                                                                                      • Save-A-Lot
                                                                                                                                                                        • Dollar General
                                                                                                                                                                          • Dollar Tree
                                                                                                                                                                            • Family Dollar
                                                                                                                                                                              • Market threats and opportunities for dollar stores and discount food stores
                                                                                                                                                                                • Online retailers
                                                                                                                                                                                  • Amazon.com
                                                                                                                                                                                    • Peapod.com
                                                                                                                                                                                      • FreshDirect.com
                                                                                                                                                                                        • Market threats and opportunities for online retailers
                                                                                                                                                                                          • Other notable grocery retailers
                                                                                                                                                                                            • Farmers markets
                                                                                                                                                                                              • Figure 32: Number of operating farmers markets in the U.S., 2002-12
                                                                                                                                                                                          • Innovations and Innovators

                                                                                                                                                                                              • Shopmuting I: Peapod’s virtual store
                                                                                                                                                                                                • Figure 33: Peapod’s virtual stores, October 2012
                                                                                                                                                                                              • Shopmuting II: Walmart’s ‘Food Truck’
                                                                                                                                                                                                • Figure 34: Walmart’s “food truck” in New York City, June 2012
                                                                                                                                                                                              • Direct order: ‘farm to table’
                                                                                                                                                                                                • Figure 35: Relay Foods’ shopping and ordering, 2013
                                                                                                                                                                                              • Digital coupons management: Passbook
                                                                                                                                                                                                • Figure 36: Passbook App: Walgreens’ Balance Reward and Target Mobile Coupons, September 2012
                                                                                                                                                                                              • Gourmet food-sample subscription service: Walmart’s Goodies
                                                                                                                                                                                                • Figure 37: Walmart—Goodies Co., November 2012
                                                                                                                                                                                              • Robotic kiosks 24/7 access
                                                                                                                                                                                                • Figure 38: Kroger’s Shop 24 Robotic Store, February 2012
                                                                                                                                                                                              • Revamping search engine: Polaris by Walmart
                                                                                                                                                                                              • Social Media—Grocery Retailing

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Social media metrics
                                                                                                                                                                                                    • Figure 39: Key performance indicators, January 2013
                                                                                                                                                                                                  • Market overview
                                                                                                                                                                                                    • Brand usage and awareness
                                                                                                                                                                                                      • Figure 40: Brand usage and awareness of grocery retailing brands, November 2012
                                                                                                                                                                                                    • Interaction with grocery retailing brands
                                                                                                                                                                                                      • Figure 41: Interaction with grocery retailing brands, November 2012
                                                                                                                                                                                                    • Online conversations
                                                                                                                                                                                                        • Figure 42: Select grocery retailing brands’ share of conversations, Dec. 28, 2012-Jan. 27, 2013
                                                                                                                                                                                                        • Figure 43: Conversations by brand by day, Dec. 28, 2012-Jan. 27, 2013
                                                                                                                                                                                                      • Where are people talking about grocery retailing brands?
                                                                                                                                                                                                        • Figure 44: Selected grocery retailing brands’ share of brand conversations, by page type, Dec. 28, 2012-Jan. 27, 2013
                                                                                                                                                                                                      • What are people talking about?
                                                                                                                                                                                                          • Figure 45: Types of conversations concerning selected grocery retailing brands, Dec. 28, 2012-Jan. 27, 2013
                                                                                                                                                                                                          • Figure 46: Types of conversation regarding selected grocery retailing brands, by day, Dec. 28, 2012-Jan. 27, 2013
                                                                                                                                                                                                          • Figure 47: Types of conversation regarding selected grocery retailing brands, by type of website, Dec. 28, 2012-Jan. 27, 2013
                                                                                                                                                                                                        • Analysis by brand
                                                                                                                                                                                                          • Whole Foods Market
                                                                                                                                                                                                            • Figure 48: Whole Foods—key social media indicators, Jan. 28, 2013
                                                                                                                                                                                                          • Key online campaigns
                                                                                                                                                                                                            • What we think
                                                                                                                                                                                                              • Kroger
                                                                                                                                                                                                                • Figure 49: Kroger—key social media indicators, Jan. 28, 2013
                                                                                                                                                                                                              • Key online campaigns
                                                                                                                                                                                                                • What we think
                                                                                                                                                                                                                  • Safeway
                                                                                                                                                                                                                    • Figure 50: Safeway—key social media indicators, Jan. 28, 2013
                                                                                                                                                                                                                  • Key online campaigns
                                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                                      • Walmart
                                                                                                                                                                                                                        • Figure 51: Walmart—key social media indicators, Jan. 28, 2013
                                                                                                                                                                                                                      • Key online campaigns
                                                                                                                                                                                                                        • What we think
                                                                                                                                                                                                                          • Target
                                                                                                                                                                                                                            • Figure 52: Target—key social media indicators, Jan. 28, 2013
                                                                                                                                                                                                                          • Key online campaigns
                                                                                                                                                                                                                            • What we think
                                                                                                                                                                                                                              • Costco
                                                                                                                                                                                                                                • Figure 53: Costco—key social media indicators, Jan. 28, 2013
                                                                                                                                                                                                                              • Key online campaigns
                                                                                                                                                                                                                                • What we think
                                                                                                                                                                                                                                  • Albertsons Market
                                                                                                                                                                                                                                    • Figure 54: Albertsons market—key social media indicators, Jan. 28, 2013
                                                                                                                                                                                                                                  • Key online campaigns
                                                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                                                    • Marketing Strategies

                                                                                                                                                                                                                                      • Innovative ways to improve the shopping experience
                                                                                                                                                                                                                                        • Strategy: Stimulating grocery shopping with fuel loyalty programs
                                                                                                                                                                                                                                          • Figure 55: VG’s Grocery, “Savings Report,” July 2012
                                                                                                                                                                                                                                        • Strategy: Promoting online delivery ‘sampling’
                                                                                                                                                                                                                                          • Figure 56: Peapod, “$20 Off Your First Delivery Order,” January 2013
                                                                                                                                                                                                                                        • Strategy: Offering ways to eat healthier food choices and recipe ideas
                                                                                                                                                                                                                                          • Figure 57: Whole Foods, “sales flyer: the whole deal,” January 2013
                                                                                                                                                                                                                                        • Promoting grocery shopping saving strategies
                                                                                                                                                                                                                                          • Strategy: Buying fresh, wholesome produce without hurting the budget
                                                                                                                                                                                                                                            • Figure 58: Aldi, “Don't Pay More,” October 2012
                                                                                                                                                                                                                                          • Strategy: Comparing price with the competition to stimulate sales
                                                                                                                                                                                                                                            • Figure 59: Walmart, “Heavy Savings,” August 2012
                                                                                                                                                                                                                                          • Strategy: Encouraging saving behaviors with sales flyers
                                                                                                                                                                                                                                            • Figure 60: Dollar General Market, “Dollar General’s Sales Flyer,” January 2013
                                                                                                                                                                                                                                          • Strategy: Appealing to the budget-conscious grocery shoppers
                                                                                                                                                                                                                                            • Figure 61: Save-A-Lot, “Importance of Dollar,” July 2012
                                                                                                                                                                                                                                          • Strategy: Increasing foot traffic for grand opening through mail coupons
                                                                                                                                                                                                                                            • Figure 62: Aldi, “Aldi truth #12: we don’t match other stores’ prices because that would mean raising ours,” January 2013
                                                                                                                                                                                                                                          • Positioning brands by aligning with consumers’ attitudes/behaviors toward grocery shopping
                                                                                                                                                                                                                                            • Strategy: Supporting local organizations—show shoppers that you care
                                                                                                                                                                                                                                              • Figure 63: Whole Foods, “Whole Foods Market Chicago: bright pink,” January 2013
                                                                                                                                                                                                                                            • Strategy: Exuding style in grocery shopping
                                                                                                                                                                                                                                              • Figure 11: Target, “The Everyday Collection. By Target: Dominate that PTA Bake Sale,” January 2013
                                                                                                                                                                                                                                            • Strategy: Giving shoppers the convenience of ‘one-stop’ shopping
                                                                                                                                                                                                                                              • Figure 64: Fred Meyer, “Thanksgiving,” November 2012
                                                                                                                                                                                                                                          • Grocery Shopping Decision Makers

                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                              • Baby Boomers and Gen Xers most likely be the sole grocery shoppers
                                                                                                                                                                                                                                                • Figure 65: Grocery shopping responsibility, by generation, November 2012
                                                                                                                                                                                                                                              • Don’t forget the men—half share responsibility for grocery shopping
                                                                                                                                                                                                                                                • Figure 66: Grocery shopping responsibility, by gender, November 2012
                                                                                                                                                                                                                                                • Figure 67: Grocery shopping responsibility, by gender and age, November 2012
                                                                                                                                                                                                                                              • Sharing shopping responsibilities increases with income
                                                                                                                                                                                                                                                • Figure 68: Grocery shopping responsibility, by household income, November 2012
                                                                                                                                                                                                                                            • Retailers and Channels Shopped for Food/Drink

                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                • Primary shoppers most often shop at supermarkets for food/drink
                                                                                                                                                                                                                                                  • Figure 69: Retailers and channels shopped for food/drink, November 2012
                                                                                                                                                                                                                                                • Older generations remain loyal to supermarkets
                                                                                                                                                                                                                                                  • Figure 70: Retailers and channels shopped for food/drink, by generation, November 2012
                                                                                                                                                                                                                                                  • Figure 71: Retailers and channels most often shopped for food/drink, by generation, November 2012
                                                                                                                                                                                                                                                • For food/drink shopping, little variance in store-type patronage by gender
                                                                                                                                                                                                                                                  • Figure 72: Retailers and channels shopped for food/drink, by gender, November 2012
                                                                                                                                                                                                                                                  • Figure 73: Retailers and channels most often shopped for food/drink, by gender and age, November 2012
                                                                                                                                                                                                                                                • Income impacts sources of food/drink groceries
                                                                                                                                                                                                                                                  • Figure 74: Retailers and channels shopped for food/drink, by household income, November 2012
                                                                                                                                                                                                                                                  • Figure 75: Retailers and channels most often shopped for food/drink, by household income, November 2012
                                                                                                                                                                                                                                              • Retailers and Channels Shopped for Nonfood/Drink

                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                  • Big-box stores are “most shopped at” for home essentials and HBC
                                                                                                                                                                                                                                                    • Figure 76: Retailers and channels shopped for nonfood/drink groceries, November 2012
                                                                                                                                                                                                                                                  • Mass merchandisers and club stores win over Millennials and Gen Xers
                                                                                                                                                                                                                                                    • Figure 77: Retailers and channels shopped for nonfood/drink groceries, by generation, November 2012
                                                                                                                                                                                                                                                    • Figure 78: Retailers and channels most often shopped for nonfood/drink groceries, by generation, November 2012
                                                                                                                                                                                                                                                  • Men and women buy household essentials/HBC at multiple channels, but most use Walmart
                                                                                                                                                                                                                                                    • Figure 79: Retailers and channels shopped for nonfood/drink groceries, by gender, November 2012
                                                                                                                                                                                                                                                    • Figure 80: Retailers and channels most often shopped for nonfood/drink groceries, by gender and age, November 2012
                                                                                                                                                                                                                                                  • Higher income groups continue to buy household items at supercenters/club stores
                                                                                                                                                                                                                                                    • Figure 81: Retailers and channels shopped for nonfood/drink groceries, by household income, November 2012
                                                                                                                                                                                                                                                    • Figure 82: Retailers and channels most often shopped for nonfood/drink groceries, by household income, November 2012
                                                                                                                                                                                                                                                • Change in Groceries Spending at Selected Retail Channels

                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                    • Increased spending at big-box/club stores and supermarkets
                                                                                                                                                                                                                                                      • Figure 83: Change in spending this year vs. last at selected retailers/channels, November 2012
                                                                                                                                                                                                                                                    • Millennials, Gen Xers spend more on groceries through almost all channels
                                                                                                                                                                                                                                                      • Figure 84: Spending more than last year at selected retailers/channels, by generation, November 2012
                                                                                                                                                                                                                                                    • Female primary grocery shoppers spend more on grocery spending
                                                                                                                                                                                                                                                      • Figure 85: Spending more than last year at selected retailers/channels, by gender, November 2012
                                                                                                                                                                                                                                                    • Regardless of income, primary shoppers increase spending at discount stores
                                                                                                                                                                                                                                                      • Figure 86: Spending more than last year at selected retailers/channels, by household income, November 2012
                                                                                                                                                                                                                                                    • Changes in grocery expenditures associated with presence of children
                                                                                                                                                                                                                                                      • Figure 87: Spending more than last year at selected retailers/channels, by parents with children and age of children, November 2012
                                                                                                                                                                                                                                                  • Grocery Shopping Saving Strategies

                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                      • Primary shoppers mostly use coupons to save grocery expenditures
                                                                                                                                                                                                                                                        • Figure 88: Saving strategies when grocery shopping, November 2012
                                                                                                                                                                                                                                                      • Variances in saving strategies across generations
                                                                                                                                                                                                                                                        • Figure 89: Saving strategies when grocery shopping, by generation, November 2012
                                                                                                                                                                                                                                                      • Female grocery shoppers adhere to saving strategies
                                                                                                                                                                                                                                                        • Figure 90: Saving strategies when grocery shopping, by gender, November 2012
                                                                                                                                                                                                                                                      • Finding ways to save is on everyone's mind, even the richest
                                                                                                                                                                                                                                                        • Figure 91: Saving strategies when grocery shopping, by household income, November 2012
                                                                                                                                                                                                                                                      • Money-saving strategies exercised at all channels, regardless of product type
                                                                                                                                                                                                                                                        • Figure 92: Retailers and channels shopped for food/drink, by saving strategies when grocery shopping, November 2012
                                                                                                                                                                                                                                                        • Figure 93: Retailers and channels shopped for nonfood/drink groceries, by saving strategies when grocery shopping, November 2012
                                                                                                                                                                                                                                                    • Attitudes and Behaviors Toward Grocery Shopping

                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                        • Price and convenience are essential to encourage shopping
                                                                                                                                                                                                                                                          • Figure 94: Attitudes and behaviors toward grocery shopping, by generation, November 2012
                                                                                                                                                                                                                                                        • Women drawn to convenience, price, and store experience
                                                                                                                                                                                                                                                          • Figure 95: Attitudes and behaviors toward grocery shopping, by gender, November 2012
                                                                                                                                                                                                                                                        • Income correlates with consumers’ attitudes to grocery shopping
                                                                                                                                                                                                                                                          • Figure 96: Attitudes and behaviors toward grocery shopping, by household income, November 2012
                                                                                                                                                                                                                                                      • Innovations and Improvements Sought in the Grocery Shopping Experience

                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                          • Coupon and promotion customizations are most sought after
                                                                                                                                                                                                                                                              • Figure 97: Innovations and improvements sought in the grocery shopping experience, November 2012
                                                                                                                                                                                                                                                            • Variations in demand for innovations by generations leads to opportunities
                                                                                                                                                                                                                                                                • Figure 98: Innovations and improvements sought in the grocery shopping experience, by generation, November 2012
                                                                                                                                                                                                                                                              • Women keen for improvement in their shopping experience
                                                                                                                                                                                                                                                                • Figure 99: Innovations and improvements sought in the grocery shopping experience, by gender, November 2012
                                                                                                                                                                                                                                                            • Impact of Race and Hispanic Origin

                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                • Black grocery shoppers tend to take sole responsibility for groceries
                                                                                                                                                                                                                                                                  • Figure 100: Grocery shopping responsibility, by race/Hispanic origin, November 2012
                                                                                                                                                                                                                                                                • Regardless of race, shoppers most likely buy food/drinks at supermarkets
                                                                                                                                                                                                                                                                  • Figure 101: Retailers and channels shopped for food/drink, by race/Hispanic origin, November 2012
                                                                                                                                                                                                                                                                  • Figure 102: Retailers and channels most often shopped for food/drink, by race/Hispanic origin, November 2012
                                                                                                                                                                                                                                                                • For nonfood/drink products, high patronage at mass merchandisers/club stores
                                                                                                                                                                                                                                                                  • Figure 103: Retailers and channels shopped for nonfood/drink groceries, by race/Hispanic origin, November 2012
                                                                                                                                                                                                                                                                  • Figure 104: Retailers and channels most often shopped for nonfood/drink groceries, by race/Hispanic origin, November 2012
                                                                                                                                                                                                                                                                • Black shoppers show highest likelihood of increased spend at Walmart
                                                                                                                                                                                                                                                                  • Figure 105: Spending more than last year at selected retailers/channels, by race/Hispanic origin, November 2012
                                                                                                                                                                                                                                                                • Black and Hispanic shoppers most likely to switch channels for better deals
                                                                                                                                                                                                                                                                  • Figure 106: Saving strategies when grocery shopping, by race/Hispanic origin, November 2012
                                                                                                                                                                                                                                                                • Blacks more influenced by price; Hispanics by store experience/convenience
                                                                                                                                                                                                                                                                  • Figure 107: Attitudes and behaviors toward grocery shopping, by race/Hispanic origin, November 2012
                                                                                                                                                                                                                                                                • Customized coupons are most favored by whites; Hispanic welcome more integration of digital technology in their shopping experience
                                                                                                                                                                                                                                                                  • Figure 108: Innovations and improvements sought in the grocery shopping experience, by race/Hispanic origin, November 2012
                                                                                                                                                                                                                                                              • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                                                                                • Grocery shopping decision makers
                                                                                                                                                                                                                                                                  • Figure 109: Grocery shopping responsibility, by region, November 2012
                                                                                                                                                                                                                                                                • Retailers and channels shopped for food/drink
                                                                                                                                                                                                                                                                  • Figure 110: Retailers and channels shopped for food/drink, by gender and age, November 2012
                                                                                                                                                                                                                                                                  • Figure 111: Retailers and channels shopped for food/drink, by marital/relationship status, November 2012
                                                                                                                                                                                                                                                                  • Figure 112: Retailers and channels most often shopped for food/drink, by marital/relationship status, November 2012
                                                                                                                                                                                                                                                                  • Figure 113: Retailers and channels shopped for food/drink, by parents with children and age, November 2012
                                                                                                                                                                                                                                                                  • Figure 114: Retailers and channels shopped for food/drink, by region, November 2012
                                                                                                                                                                                                                                                                  • Figure 115: Retailers and channels most often shopped for food/drink, by region, November 2012
                                                                                                                                                                                                                                                                • Retailers and channels shopped for nonfood/drink
                                                                                                                                                                                                                                                                  • Figure 116: Retailers and channels shopped for nonfood/drink groceries, by gender and age, November 2012
                                                                                                                                                                                                                                                                  • Figure 117: Retailers and channels shopped for nonfood/drink groceries, by marital/relationship status, November 2012
                                                                                                                                                                                                                                                                  • Figure 118: Retailers and channels most often shopped for nonfood/drink groceries, by marital/relationship status, November 2012
                                                                                                                                                                                                                                                                  • Figure 119: Retailers and channels shopped for nonfood/drink groceries, by parents with children and age of children, November 2012
                                                                                                                                                                                                                                                                  • Figure 120: Retailers and channels most often shopped for nonfood/drink groceries, by parents with children and age of children, November 2012
                                                                                                                                                                                                                                                                  • Figure 121: Retailers and channels shopped for nonfood/drink groceries, by region, November 2012
                                                                                                                                                                                                                                                                  • Figure 122: Retailers and channels most often shopped for nonfood/drink groceries, by region, November 2012
                                                                                                                                                                                                                                                                • Change in spend in grocery shopping
                                                                                                                                                                                                                                                                  • Figure 123: Spending the same/more than last year at selected retailers/channels, by generation, November 2012
                                                                                                                                                                                                                                                                  • Figure 124: Spending the same/more than last year at selected retailers/channels, by gender and age, November 2012
                                                                                                                                                                                                                                                                  • Figure 125: Spending more than last year at selected retailers/channels, by gender and age, November 2012
                                                                                                                                                                                                                                                                  • Figure 126: Spending the same/more than last year at selected retailers/channels, by household income, November 2012
                                                                                                                                                                                                                                                                  • Figure 127: Spending the same/more than last year at selected retailers/channels, by region, November 2012
                                                                                                                                                                                                                                                                  • Figure 128: Spending more than last year at selected retailers/channels, by region, November 2012
                                                                                                                                                                                                                                                                  • Figure 129: Spending the same/more than last year at selected retailers/channels, by marital/relationship status, November 2012
                                                                                                                                                                                                                                                                  • Figure 130: Spending more than last year at selected retailers/channels, by marital/relationship status, November 2012
                                                                                                                                                                                                                                                                  • Figure 131: Spending the same/more than last year at selected retailers/channels, by parents with children and age of children, November 2012
                                                                                                                                                                                                                                                                  • Figure 132: Spending the same/more than last year at selected retailers/channels, by race/Hispanic origin, November 2012
                                                                                                                                                                                                                                                                • Attitudes and behaviors toward grocery shopping
                                                                                                                                                                                                                                                                  • Figure 133: Attitudes and behaviors toward grocery shopping, by household income, November 2012
                                                                                                                                                                                                                                                                  • Figure 134: Attitudes and behaviors toward grocery shopping, by marital/relationship status, November 2012
                                                                                                                                                                                                                                                                  • Figure 135: Attitudes and behaviors toward grocery shopping, by parents with children and age of children, November 2012
                                                                                                                                                                                                                                                                  • Figure 136: Attitudes and behaviors toward grocery shopping, by region, November 2012
                                                                                                                                                                                                                                                                • Money-saving strategies in grocery shopping
                                                                                                                                                                                                                                                                  • Figure 137: Saving strategies when grocery shopping, by region, November 2012
                                                                                                                                                                                                                                                                  • Figure 138: Saving strategies when grocery shopping, by gender and age, November 2012
                                                                                                                                                                                                                                                                  • Figure 139: Saving strategies when grocery shopping, by marital/relationship status, November 2012
                                                                                                                                                                                                                                                                • Innovations and Improvements Sought in the Grocery Shopping Experience
                                                                                                                                                                                                                                                                  • Figure 140: Innovations and improvements sought in the grocery shopping experience, by gender and age, November 2012
                                                                                                                                                                                                                                                                  • Figure 141: Innovations and improvements sought in the grocery shopping experience, by marital/relationship status, November 2012
                                                                                                                                                                                                                                                                  • Figure 142: Innovations and improvements sought in the grocery shopping experience, by parents with children and age of children, November 2012
                                                                                                                                                                                                                                                                  • Figure 143: Innovations and improvements sought in the grocery shopping experience, by household income, November 2012
                                                                                                                                                                                                                                                                  • Figure 144: Innovations and improvements sought in the grocery shopping experience, by region, November 2012
                                                                                                                                                                                                                                                              • Appendix – Social Media – Grocery Retailing

                                                                                                                                                                                                                                                                • Brand usage or awareness
                                                                                                                                                                                                                                                                  • Figure 145: Brand usage or awareness, November 2012
                                                                                                                                                                                                                                                                  • Figure 146: Walmart usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 147: Safeway usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 148: Albertsons usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 149: Kroger usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 150: Target usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 151: Costco usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 152: Whole foods market usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                                • Interaction with grocery retailing brands
                                                                                                                                                                                                                                                                  • Figure 153: Activities done, November 2012
                                                                                                                                                                                                                                                                  • Figure 154: Walmart—Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 155: Walmart—Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 156: Safeway – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 157: Safeway – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 158: Albertsons – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 159: Albertsons – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 160: Kroger – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 161: Kroger – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 162: Target – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 163: Target – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 164: Costco – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 165: Costco – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 166: Whole foods market– Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                                  • Figure 167: Whole foods market – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                              • Appendix – Trade Associations

                                                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                                                • Ahold USA
                                                                                                                                                                                                                                                                • Aldi (USA)
                                                                                                                                                                                                                                                                • Amazon.com Inc
                                                                                                                                                                                                                                                                • BJ's Wholesale Club, Inc
                                                                                                                                                                                                                                                                • Bloomberg L.P.
                                                                                                                                                                                                                                                                • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                                                                • Costco Wholesale Corporation
                                                                                                                                                                                                                                                                • CVS Caremark Corporation
                                                                                                                                                                                                                                                                • Delhaize Group
                                                                                                                                                                                                                                                                • Duane Reade, Inc
                                                                                                                                                                                                                                                                • Federal Trade Commission
                                                                                                                                                                                                                                                                • Gatorade
                                                                                                                                                                                                                                                                • Gerber Foods
                                                                                                                                                                                                                                                                • Hy-Vee, Inc
                                                                                                                                                                                                                                                                • Kimberly-Clark Corporation
                                                                                                                                                                                                                                                                • Marine Stewardship Council
                                                                                                                                                                                                                                                                • Meijer
                                                                                                                                                                                                                                                                • Nash Finch Company
                                                                                                                                                                                                                                                                • Peapod
                                                                                                                                                                                                                                                                • Pizza Hut Inc
                                                                                                                                                                                                                                                                • Procter & Gamble USA
                                                                                                                                                                                                                                                                • Publix Super Markets
                                                                                                                                                                                                                                                                • Safeway Inc
                                                                                                                                                                                                                                                                • SAM's Club
                                                                                                                                                                                                                                                                • Schnuck Markets, Inc
                                                                                                                                                                                                                                                                • Starbucks Corporation
                                                                                                                                                                                                                                                                • Supervalu Inc
                                                                                                                                                                                                                                                                • Taco Bell Corp.
                                                                                                                                                                                                                                                                • The Kroger Co.
                                                                                                                                                                                                                                                                • Twitter, Inc.
                                                                                                                                                                                                                                                                • U.S. Environmental Protection Agency
                                                                                                                                                                                                                                                                • Walgreen Co
                                                                                                                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                                                                                                                • Wegmans Food Markets, Inc
                                                                                                                                                                                                                                                                • Whole Foods Market Inc
                                                                                                                                                                                                                                                                • Winn-Dixie Stores

                                                                                                                                                                                                                                                                Grocery Retailing - US - February 2013

                                                                                                                                                                                                                                                                £3,199.84 (Excl.Tax)