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The Modern Day Food Gatherer

Ipsos reports that 45% of grocery shoppers go to two or three stores, and 30% shop at four or more stores. Shoppers who shop at only one grocery are in the minority.

In general, shoppers are more likely to visit a national grocery retailer, regional retailer, or mass merchandiser retailer first. Club, deep discounts, and specialty stores tend to be shopped at later. While most shopping happens on Saturday and Sunday, nationwide grocery and deep discount stores are more likely to be shopped Monday to Thursday, and mass stores on Friday.

The study suggests that shoppers visit multiple stores because they perceive certain stores as better in certain categories, and view each store they visit as complementary. These findings imply that retailers should shift from a ‘share of customer’ to a ‘share of wallet’ perspective.



Read the full report.

For more on this topic, check out the Consumer Tab in Morning Coffee .

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