Datamonitor Premium Research Reports

Title:Changing Grocery Shopping Patterns
Price:$5,695.00
Publication Date:Mar 19, 2008
Report Type:Report
Abstract:Introduction

Grocery shopping in Europe and North America is changing as shoppers focus on value and product range. This has encouraged the development of new forms of retail channel which consumers are using in new and different ways. This report explores attitudes towards the different factors shaping the retail environment and how shoppers are behaving as a result of this.

Scope

Analysis of consumer attitudes and behaviors with regard to shopping including store selection and in-store choices Key data including grocery shopping frequency and value share of different store formats Detailed recommendations offering practical strategies based on the trends and insights uncovered in the report Covers countries across Europe and North America; France, Germany, Italy, Netherlands, Spain, Sweden, UK and the US

Highlights

Grocery shopping in Europe, North America and indeed around the world is changing in two main ways. Firstly, shoppers' attitudes towards the different elements of the retail offer are shifting. And secondly, these changing attitudes are encouraging the development of new forms of retail channel which shoppers are using in new and different ways With a 15% share of French grocery retailing and more than 4,000 outlets by 2007, discounter store share of value sales has grown by 50% over 200207, while the number of outlets has almost doubled. More than two-thirds of the French public are now customers of one of the discounters, a number that has also significantly increased The paradox balance between offering range variety and simplifying the shopping experience is an important issue for retailers to resolve. Manufacturers and retailers therefore need to find the "choice sweet spot" by editing the choices for their targeted customer while manipulating the number of choices and then assessing customer reaction

Reasons to Purchase

Understand the attitudes driving shopping patterns including store choice and point of purchase behavior Obtain consumer survey and store format data allowing you to identify the changing priorities of today's shoppers in developed consumer societies Improve your marketing and in-store proposition by following specific actionable recommendations and by identifying industry best practice.
Brief Excerpt:...Grocery shopping in Europe and North America is changing as shoppers focus on value and product range. This has encouraged the development of new forms of retail channel wh ich consumers are using in new and different ways. ...
Word Count:22417
Length:57 Pages
Industry(ies):Consumer Services
Format:Adobe Acrobat Adobe Acrobat
Free Sample: Click Here to Download

Table of Contents:Overview 1
Catalyst 1
Summary 1
EXECUTIVE SUMMARY 2
TREND: Value has become the most important influence over store choice 2
TREND: The desire to trade-up is also shaping shopping behavior 2
TREND: The types of shopping trip are changing 2
INSIGHT: Stores have become more specialized in response to the key trends shaping shopper preferences 2
INSIGHT: Differentiation is noticeable through private label, convenience and healthier eating 3
INSIGHT: Although most people demand range, for many expanding choice is now too great 4
INSIGHT: Retailers are adapting to new patterns of grocery shopping 4
ACTION: Boost your value offerings 4
ACTION: Help supermarkets to compete other than on price 4
ACTION: Focus on in-store tactics 4
Table of Contents 5
List of Tables 6
List of figures 7
THE FUTURE DECODED 8
INTRODUCTION: Grocery shopping in Europe, North America and indeed around the world is changing in two main ways 8
Shoppers' attitudes towards the different elements of the retail offer are shifting 8
Changing attitudes are encouraging the development of new forms of retail channel which shoppers are using in new and different ways 8
TREND: Value has become the most important influence over store choice 10
Evidence points to a growth in value-oriented shoppers 10
The changing nature of the store mix accentuates the influence of value 11
TREND: The desire to trade-up is also shaping shopping behavior 12
The rise of the 'sacrificial consumer' reflects the tendency to both trade-up and trade-down 13
The emerging demand for superior customer service reflects the quality and experience focused shopper 14
Take-outs and implications: mass market grocery retailing is all about value-for-money 16
TREND: The types of shopping trip are changing 16
The average number of shopping trips is increasing 18
Differences in the frequency of grocery shopping by demographic are minimal 20
A demographic group that is one of the fastest-growing shopper segments is men 21
Take-outs and implications: FMCG industry players need to respond to the growing diversity and spontaneity associated with grocery shopping 21
INSIGHT: Stores have become more specialized in response to the key trends shaping shopper preferences 22
The rise of grocery discounters reflects the trend towards price-led value 22
The continuing rise of convenience stores has been an established feature of developed consumer markets 23
Specialist natural food stores still account for a small proportion of sales but are gaining in popularity 25
More specialist types of store that cater to the specific needs of their target market tend to be rewarded with greater customer loyalty 27
Supermarkets and even hypermarkets are under pressure as consumers switch to specialist stores 28
Take-outs and implications: it is no longer a case of making products available for retail but ensuring the right products are available in the most appropriate channel formats 29
INSIGHT: Differentiation is noticeable through private label, convenience and healthier eating 29
Private labels are increasingly considered credible options in the same manner as 'famous brands' 29
Private label is satisfying shoppers' contradictory demands for premium goods offering good value 30
The depth and quality of home meal solutions is a big draw for convenience driven consumers 31
Natural & organic ranges become an increasingly important factor shaping store choices and point-of-purchase behavior 31
Freshness is a key trend with particularly strong relevance for retailers 32
There are potential problems associated with expanding ranges 33
Take-outs and implications: leading retailers are responding to big issues influencing consumers at large 34
INSIGHT: Although most people demand range, for many expanding choice is now too great 35
More than half of European and US shoppers agree that there is too much choice 35
Overwhelmed by choice, consumers are 'speed shopping' and deliberately using a screening filter 36
This is leading to a more passive approach to shopping 36
Take-outs and implications: the paradox balance between offering range variety and simplifying the shopping experience is an important issue for retailers to resolve 37
INSIGHT: Retailers are adapting to new patterns of grocery shopping 37
Experiments at Wal-Mart reflect the success of fresher, healthier offerings in traditional supermarkets 37
Discount natural & organic stores are emerging 38
Tesco is targeting an unmet need with Fresh & Easy stores in the US 38
Take-outs and implications: the speed of change in the grocery retail landscape is increasing, creating evermore new product development and sales opportunities for manufacturers to seize 39
ACTION POINTS 40
ACTION: Boost value offerings through emerging distribution opportunities and new product concepts 40
Make concerted efforts to supply discounters 40
Develop value brands 41
Develop 'everyday luxury' products 43
Take-outs and implications 44
ACTION: Help supermarkets to compete on factors other than price 44
Learn from the success of natural food specialists 44
Work with retailers to offer best practice meal solutions 46
Help to reinvigorate center store sales 48
Understand that retailers will want to use private label 48
Supply innovative private label products 49
Take-outs and implications 49
ACTION: Develop products for convenience stores 50
ACTION: Focus on in-store tactics to ease choice complexity and communicate with shoppers 51
Increase in-store advertising 51
Use in-store marketing to target men 52
Recognize when choice can be simplified 53
Take-outs and implications 55
APPENDIX 56
Methodology 56
Further reading and references 56
Ask the analyst 57
Datamonitor consulting 57
Disclaimer 57
List of Tables
Table 1: Consumer survey: countries ranked by the growth of value-oriented shoppers 10
Table 2: Consumer survey: the changing role of value in choosing grocery products among European and US consumers, by country 11
Table 3: Consumer survey: European countries and the US ranked by the growth of trading-up-oriented shoppers 12
Table 4: Consumers survey: the changing role of trading-up in choosing grocery products among European and US consumers, by country 13
Table 5: Consumer survey: European countries and the US ranked by the growth of value-oriented and trading-up-oriented shoppers 14
Table 6: Consumer survey: European and US consumers' willingness to pay extra for better customer service by age group and country 15
Table 7: Consumer survey: European and US consumers' willingness to pay extra for better customer service by gender and country 16
Table 8: Types of US grocery shopping trip by frequency and value 17
Table 9: Types of US grocery shopping trip by day of the week 17
Table 10: Consumer survey: average frequency of European and US based grocery shopping by country 19
Table 11: Consumer survey: the composition of European and US grocery shopping frequency by country 20
Table 12: Composition of grocery shopping frequency by age group 20
Table 13: Composition of grocery shopping frequency by household income 21
Table 14: Value share of discounters in western Europe, by country, 2002-07 22
Table 15: Value share of convenience stores by country, 2002-07 24
Table 16: Value share of specialist natural food stores by country, 2002-07 26
Table 17: Specialist natural food store chains in Germany 27
Table 18: Value share of supermarkets and hypermarkets in France, Germany and the UK, 2002-07 28
Table 19: The development of private label, 1970s to 2000s 30
Table 20: Potential winners and losers from the fresh trend 33

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