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Food and Drink Shopper - US - December 2018

"Big stock-up trips at traditional supermarkets are still happening, but especially among younger food and drink shoppers they’re giving way to smaller quick-fill trips across a wider array of retail outlets. This new generation of shoppers is also less likely to make a list and more likely to make purchase decisions in the store, making them a receptive audience for in-store marketing and ideas."
- John Owen, Senior Food & Drink Analyst

This report looks at the following areas:

  • Traditional supermarkets remain top choice
  • Younger shoppers’ priorities draw them beyond traditional supermarkets
  • Younger shoppers more likely to rely on quick-fill trips

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Traditional supermarkets remain top choice
            • Figure 1: Food and beverage purchase locations, August 2018
          • Younger shoppers’ priorities draw them beyond traditional supermarkets
            • Figure 2: Factors determining shopping location choice, by age, August 2018
          • Younger shoppers more likely to rely on quick-fill trips
            • Figure 3: Food and beverage trip types, by age, August 2018
          • The opportunities
            • To influence stock-up trips, reach shoppers before they reach the store
              • Figure 4: Shopping behaviors, by trip type, August 2018
            • Younger shoppers more open to meal ideas as they shop
              • Figure 5: Attitudes toward food and beverage shopping, by age, August 2018
            • Organic selection could be key to online grocery shopping
              • Figure 6: Priorities for food and beverage shopping – Any trip type NET, by retailers shopped, August 2018
            • What it means
            • The Market – What You Need to Know

              • Supermarkets lose food and beverage share to other channels
                • Spending on food away from home grows faster than food at home
                  • Cooking enthusiasm falters for some, putting a premium on convenience
                  • Market Breakdown

                    • Supermarkets lose food and beverage share to other channels
                      • Figure 7: Percentage of total multi-outlet sales of food and drink, by channel, at current prices, 2013-23
                  • Market Perspective

                    • Spending on food away from home grows faster than food at home
                      • Figure 8: Share of food expenditures for food at home and food away from home, 2008-18
                    • Meal kit delivery face challenges but see grocery as opportunity
                    • Market Factors

                      • DPI remains high, creating issues and opportunities for grocery retailers
                        • Figure 9: Disposable personal income change from previous period, January 2007-June 2018
                      • Fewer households have children, contributing to shift in shopping patterns
                        • Figure 10: Households, by presence of related children, 2006-16
                      • Cooking enthusiasm falters for some, putting a premium on convenience
                        • Figure 11: Share of cooking segments, 2016-2018
                    • Key Players – What You Need to Know

                      • Transparency claims gain momentum on food packaging
                        • Transformation of the freezer case: the new perimeter?
                        • What’s Working?

                          • Transparency claims gain momentum on food packaging
                            • Allergen claims on the rise
                              • Figure 12: Incidence of select food product claims, 2013 vs 2018*
                            • Beverages also see an increase in claim activity
                              • Figure 13: Incidence of select non-alcoholic beverage product claims, 2013 vs 2018*
                          • What’s Struggling?

                            • Traditional diet/weight-loss brands struggle
                            • What’s Next?

                              • Transformation of the freezer case: the new perimeter?
                              • The Consumer – What You Need to Know

                                • Traditional supermarkets remain top choice
                                  • Assurance of low prices top the list of store selection criteria
                                    • Younger shoppers more likely to rely on quick-fill trips
                                      • To influence stock-up trips, reach shoppers before they reach the store
                                        • In-store marketing relatively more important for quick-fill trips
                                          • Organic selection could be key to online grocery shopping
                                            • Younger shoppers more open to meal ideas as they shop
                                              • Experience and in-person selection key to store-based shopping
                                              • Food Shopping Locations

                                                • Traditional supermarkets remain top choice
                                                  • Figure 14: Food and beverage purchase locations, August 2018
                                                • Younger shoppers more likely to look beyond supermarkets
                                                  • Figure 15: Food and beverage purchase locations, August 2018
                                              • Factors that Determine Shopping Location Choice

                                                • Assurance of low prices tops the list of store selection criteria
                                                  • Figure 16: Factors determining shopping location choice, August 2018
                                                • Younger shoppers’ priorities draw them beyond traditional supermarkets
                                                  • Figure 17: Factors determining shopping location choice, by age, August 2018
                                              • Trip Types: Stock-up vs Quick-fill

                                                • Younger shoppers more likely to rely on quick-fill trips
                                                  • Figure 18: Food and beverage trip types, by age, August 2018
                                              • Shopping Behaviors

                                                • To influence stock-up trips, reach shoppers before they reach the store
                                                  • In-store marketing relatively more important for quick-fill trips
                                                    • Figure 19: Shopping behaviors, by trip type, August 2018
                                                  • Younger shoppers more open to influence in-store
                                                    • Figure 20: Shopping behaviors – Any trip type NET, by age, August 2018
                                                • Factors that Determine Food Selection

                                                  • Only modest differences in food selection priorities by trip type
                                                    • Figure 21: Priorities for food and beverage shopping, by trip type, August 2018
                                                  • Only small differences in priorities for those shopping established channels
                                                    • Bigger differences for discount grocery and online shoppers
                                                      • Organic selection could be key to online grocery shopping
                                                        • Figure 22: Priorities for food and beverage shopping – Any trip type NET, by retailers shopped, August 2018
                                                    • Attitudes toward Food and Beverage Shopping

                                                      • Preference for in-store selection stronger among older adults
                                                        • Younger shoppers more open to meal ideas as they shop
                                                          • Figure 23: Attitudes toward food and beverage shopping, by age, August 2018
                                                        • Experience and in-person selection key to store-based shopping
                                                          • Figure 24: Attitudes toward food and beverage shopping, by retailers shopped, August 2018
                                                      • Appendix – Data Sources and Abbreviations

                                                        • Consumer survey data
                                                          • Abbreviations and terms
                                                            • Abbreviations
                                                              • Terms
                                                              • Appendix – Key Players

                                                                  • Figure 25: Top food product claims, 2013-18*
                                                                  • Figure 26: Top non-alcoholic beverage product claims, 2013-18*

                                                              Food and Drink Shopper - US - December 2018

                                                              US $4,395.00 (Excl.Tax)