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The Walgreens Shopper - US - February 2016

Mintel Shopper reports provide an in-depth understanding of how shoppers behave and feel when shopping at each retailer, as well as how and why they shop in various key categories at a particular store.
Mintel combines exclusive quantitative and qualitative consumer research with expert analysis to provide shopper-based data and insight. Like other Mintel Reports, each Shopper Report is available in both Word and PDF versions and accompanied by an executive summary in PowerPoint and a databook file in Excel which includes all of the quantitative data collected for that report.

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Table of contents

  1. Background and Methodology

    • Background and objectives
      • Methodology
        • Quantitative Methodology:
          • Qualitative methodology
          • Key Takeaways

            • Walgreens’ convenience has trade-offs – namely, spending more money
              • Product and brand selection at Walgreens is appealing, though primarily driven by key categories – Beauty and Home Healthcare
                • Leveraging store associates
                  • Make Walgreens trips more efficient
                    • Increase basket size among shoppers who walk into Walgreens without a specific plan
                      • Walgreens’ digital experience
                      • Who is the Walgreens shopper?

                          • Figure 1: Demographic profile of Walgreens shoppers
                        • Shopper Demographic Profile Summary: Hispanics and Millennials are key demographics for Walgreens
                          • Heavy Shoppers (5+ trips/month):
                            • Moderate Shoppers (2-4 trips/month)
                              • Light Shoppers (1 trip/month)
                                • Spotlight on Hispanics: One in five Walgreens shoppers are Hispanic
                                  • Spotlight on Millennials: A third of Walgreens shoppers are Millennials
                                  • Why Shop at Walgreens?

                                      • Figure 2: Key importance and performance metrics for Walgreens
                                    • Convenience
                                      • Store environment
                                        • Selection
                                          • Price/promotions
                                          • Areas Where Walgreens Excels

                                              • Store atmosphere
                                                • In their words…
                                                  • Balance Rewards program
                                                    • In their words…
                                                      • Digital offers
                                                        • In their words…
                                                        • Challenges Shoppers Have at Walgreens

                                                            • Figure 3: Reasons for not making purchase among those who shopped, but did not purchase an item at Walgreens
                                                          • Price
                                                            • In their words…
                                                              • Product and brand selection
                                                                • In their words…
                                                                  • Navigation and in-stock issues
                                                                    • In their words…
                                                                    • Trip Drivers and Preshopping Activity

                                                                        • In their words…
                                                                          • Half stick to what they intend to purchase, almost half buy unintended items
                                                                            • Opportunity: planners
                                                                              • Opportunity: browsers
                                                                                • Figure 4: Planned versus unplanned purchases, among those who purchased at least one item at Walgreens
                                                                              • A third of shoppers are swayed by in-store visual cues
                                                                                • Figure 5: Influencers of purchasing unplanned item, among those who did not plan to purchase an item, but did
                                                                              • Mindset
                                                                                • Immediate need
                                                                                  • In their words…
                                                                                    • Promotional trip – Weekly store specials drive trip
                                                                                      • In their words…
                                                                                          • Figure 6: Reason for last visit to Walgreens
                                                                                          • Figure 7: Preshopping influencers for Walgreens trips
                                                                                          • Figure 8: Preshopping activities for Walgreens shoppers
                                                                                      • Shopping By Category

                                                                                          • Figure 9: Category purchases made at Walgreens
                                                                                          • Figure 10: Perceptions of Walgreens categories
                                                                                      • Grocery/Food/Drink

                                                                                        • What you need to know
                                                                                          • What are they buying?
                                                                                            • Figure 11: Grocery/Food/Drink items shopped for and purchased at Walgreens
                                                                                            • Figure 12: Specific Grocery/Food/Drink items that were planned purchases at Walgreens
                                                                                          • Demographic snapshot
                                                                                            • Figure 13: Specific Grocery/Food/Drink items purchased at Walgreens, by demographics
                                                                                            • Figure 14: Perceptions of the Grocery/Food/Drink category at Walgreens
                                                                                            • Figure 15: Where else do they shop for Grocery/Food/Drink?
                                                                                            • Figure 16: What else are they buying with Grocery/Food/Drink at Walgreens?
                                                                                          • Candy/gum/mints – Deep dive
                                                                                            • Candy/gum/mints aisle strengths at Walgreens
                                                                                              • In their words…
                                                                                                • Candy/Gum/Mints aisle weakness at Walgreens
                                                                                                  • Candy/Gum/Mints decision process at Walgreens
                                                                                                    • In their words…
                                                                                                      • Salty snacks – Deep dive
                                                                                                        • Salty snacks aisle strengths at Walgreens
                                                                                                          • In their words…
                                                                                                            • Salty snacks aisle weaknesses at Walgreens
                                                                                                              • In their words…
                                                                                                                • Salty snacks decision process at Walgreens
                                                                                                                  • In their words…
                                                                                                                    • Beverages – Deep dive
                                                                                                                      • Beverages aisle strengths at Walgreens
                                                                                                                        • In their words…
                                                                                                                          • Beverages decision process
                                                                                                                            • In their words…
                                                                                                                            • Personal Care

                                                                                                                              • What you need to know
                                                                                                                                • What are they buying?
                                                                                                                                  • Figure 17: Personal Care items shopped for and purchased at Walgreens
                                                                                                                                  • Figure 18: Specific Personal Care items that were planned purchases at Walgreens
                                                                                                                                • Demographic snapshot
                                                                                                                                  • Figure 19: Personal Care items purchased at Walgreens, by demographics
                                                                                                                                  • Figure 20: Perceptions of the Personal Care category at Walgreens
                                                                                                                                  • Figure 21: Where else do they shop for Personal Care?
                                                                                                                                  • Figure 22: What else do they buy with Personal Care?
                                                                                                                                • Category deep dive – Body wash/soap
                                                                                                                                  • Body wash/soap aisle strengths at Walgreens
                                                                                                                                    • In their words…
                                                                                                                                      • Body wash/soap aisle weaknesses at Walgreens
                                                                                                                                        • Body wash/soap decision process at Walgreens
                                                                                                                                          • In their words…
                                                                                                                                          • Household

                                                                                                                                            • What you need to know
                                                                                                                                              • Category deep dive – Cleaning products
                                                                                                                                                • What are they buying?
                                                                                                                                                  • Figure 23: Household items shopped for and purchased at Walgreens
                                                                                                                                                  • Figure 24: Specific Household items that were planned purchases at Walgreens
                                                                                                                                                • Demographic snapshot
                                                                                                                                                  • Figure 25: Specific Household items purchased at Walgreens, by demographics
                                                                                                                                                  • Figure 26: Household category perceptions at Walgreens
                                                                                                                                                  • Figure 27: Where else are they shopping for Household items?
                                                                                                                                                  • Figure 28: What else are they buying with Household items?
                                                                                                                                                • Category deep dive – Cleaning products
                                                                                                                                                  • Cleaning products aisle strengths at Walgreens
                                                                                                                                                    • In their words…
                                                                                                                                                      • Cleaning products aisle weaknesses at Walgreens
                                                                                                                                                        • In their words…
                                                                                                                                                          • Cleaning products decision process at Walgreens
                                                                                                                                                            • In their words…
                                                                                                                                                            • Medicines & Treatments

                                                                                                                                                              • What you need to know
                                                                                                                                                                • What are they buying at Walgreens?
                                                                                                                                                                  • Figure 29: Medicines & Treatments items shopped for and purchased at Walgreens
                                                                                                                                                                  • Figure 30: Specific Medicines & Treatments items that were planned purchases at Walgreens
                                                                                                                                                                • Demographic snapshot
                                                                                                                                                                  • Figure 31: Specific Medicines & Treatments items purchased at Walgreens, by demographics
                                                                                                                                                                  • Figure 32: Perceptions of the Medicines & Treatments category at Walgreens
                                                                                                                                                                  • Figure 33: Where else do they shop for Medicines & Treatments?
                                                                                                                                                                  • Figure 34: What else do they buy with Medicines & Treatments?
                                                                                                                                                              • Beauty

                                                                                                                                                                • What you need to know
                                                                                                                                                                  • Category deep dive – Makeup:
                                                                                                                                                                    • What Beauty products are they buying at Walgreens?
                                                                                                                                                                      • Figure 35: Specific Beauty items shopped for and purchased at Walgreens
                                                                                                                                                                      • Figure 36: Planned purchases in the Beauty category at Walgreens
                                                                                                                                                                    • Demographic snapshot
                                                                                                                                                                      • Figure 37: Specific Beauty items purchased at Walgreens, by demographics
                                                                                                                                                                    • Opportunity: Elevate positive perception
                                                                                                                                                                      • Figure 38: Perceptions of the Beauty category at Walgreens
                                                                                                                                                                    • Where else do they buy Beauty items?
                                                                                                                                                                      • Figure 39: Where else do they shop for Beauty items?
                                                                                                                                                                    • What else do they buy with Beauty items?
                                                                                                                                                                      • Figure 40: What else do they buy with Beauty items?
                                                                                                                                                                    • Category deep dive – Makeup
                                                                                                                                                                      • Makeup aisle strengths at Walgreens
                                                                                                                                                                        • In their words…
                                                                                                                                                                          • Makeup aisle weaknesses at Walgreens
                                                                                                                                                                            • In their words…
                                                                                                                                                                              • Makeup decision-making process at Walgreens
                                                                                                                                                                                • In their words…
                                                                                                                                                                                • Vitamins & Supplements

                                                                                                                                                                                  • What you need to know
                                                                                                                                                                                    • What are they buying?
                                                                                                                                                                                      • Figure 41: Vitamins & Supplements shopped for and purchased at Walgreens
                                                                                                                                                                                      • Figure 42: Specific Vitamins & Supplements that were planned purchases at Walgreens
                                                                                                                                                                                    • Demographic profile
                                                                                                                                                                                      • Figure 43: Specific Vitamins & Supplements purchases, by demographics
                                                                                                                                                                                      • Figure 44: Vitamins & Supplements category perceptions at Walgreens
                                                                                                                                                                                      • Figure 45: Where else do they shop for Vitamins & Supplements?
                                                                                                                                                                                      • Figure 46: What else do they buy with Vitamins & Supplements?
                                                                                                                                                                                  • Diet & Fitness

                                                                                                                                                                                    • What you need to know
                                                                                                                                                                                      • What are they buying?
                                                                                                                                                                                        • Figure 47: Diet & Fitness items shopped for and purchased at Walgreens
                                                                                                                                                                                        • Figure 48: Specific Diet & Fitness items that were planned purchases at Walgreens
                                                                                                                                                                                      • Demographic profile
                                                                                                                                                                                        • Figure 49: Specific Diet & Fitness items purchased at Walgreens, by demographics
                                                                                                                                                                                        • Figure 50: Diet & Fitness category perceptions at Walgreens
                                                                                                                                                                                        • Figure 51: Where else do they shop for Diet & Fitness?
                                                                                                                                                                                        • Figure 52: What else do they buy with Diet & Fitness?
                                                                                                                                                                                    • Baby & Child

                                                                                                                                                                                      • What you need to know
                                                                                                                                                                                        • What are they buying ?
                                                                                                                                                                                          • Figure 53: Baby & Child items shopped for and purchased at Walgreens
                                                                                                                                                                                          • Figure 54: Specific Baby & Child items that were planned purchases at Walgreens
                                                                                                                                                                                        • Demographic profile
                                                                                                                                                                                          • Figure 55: Specific Baby & Child items purchased at Walgreens, by demographics
                                                                                                                                                                                          • Figure 56: Baby & Child category perceptions at Walgreens
                                                                                                                                                                                          • Figure 57: Where else do they shop for Baby & Child?
                                                                                                                                                                                          • Figure 58: What else do they buy with Baby & Child?
                                                                                                                                                                                      • Home Healthcare

                                                                                                                                                                                        • What you need to know
                                                                                                                                                                                          • What are they buying?
                                                                                                                                                                                            • Figure 59: Specific Home Healthcare items shopped for and purchased at Walgreens
                                                                                                                                                                                            • Figure 60: Specific Home Healthcare items that were planned purchases at Walgreens
                                                                                                                                                                                          • Demographic profile
                                                                                                                                                                                            • Figure 61: Specific Home Healthcare items purchased at Walgreens, by demographics
                                                                                                                                                                                            • Figure 62: Home Healthcare category perceptions at Walgreens
                                                                                                                                                                                            • Figure 63: Where else do they shop for Home Healthcare?
                                                                                                                                                                                            • Figure 64: What else do they buy with Home Healthcare?
                                                                                                                                                                                        • Sexual Wellness

                                                                                                                                                                                          • What you need to know
                                                                                                                                                                                            • What are they buying ?
                                                                                                                                                                                              • Figure 65: Sexual Wellness items shopped for and purchased at Walgreens
                                                                                                                                                                                              • Figure 66: Specific Sexual Wellness items that were planned purchases at Walgreens
                                                                                                                                                                                            • Demographic snapshot
                                                                                                                                                                                              • Figure 67: Specific Sexual Wellness items purchased at Walgreens, by demographics
                                                                                                                                                                                              • Figure 68: Sexual Wellness category perceptions at Walgreens
                                                                                                                                                                                              • Figure 69: Where else do they shop for Sexual Wellness?
                                                                                                                                                                                              • Figure 70: What else do they buy with Sexual Wellness?

                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                          To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                          The Walgreens Shopper - US - February 2016

                                                                                                                                                                                          £5,602.72 (Excl.Tax)