Beruflich Dokumente
Kultur Dokumente
Presented by:
Executive Summary
Consumers are pent up. They want to move on already from the economic pressures of the past two-plus years. They yearn for the spending freedoms they once knew. They want food-and-beverage shopping to be more for better times and home-based entertainment, rather than persist as a rigorous, factfinding, value-seeking exercise every time they venture to the store. If only they could wave their debit cards and make that happen. If only regional retailers could kick start 2011 with well-executed strategies and themes that snap shoppers out of their current price trance. One pivotal step in this process: Retailers take what relates to their markets and operations from this ongoing annual benchmark research, the 2011 National Grocers Association-SupermarketGuru Consumer Panel Report. It is filled with key consumer insights for food chains that thrive when the public appreciates stores for reasons beyond price. Take caring, for instance, an element explored for the first time in this years study. Do consumers nationwide feel that their primary supermarket cares about them? The good news is that 89% say yes. The bad news is that much of that caring seems tepid: 55% feel the caring is moderate, while just 34% say yes, absolutely. This study cites the tangible proof adults look for as expressions of caring, and readers can take it from there to show how they feel about the communities they serve. This isnt about feeling good. Its a linchpin to unshakeable retailerconsumer-shopper relationships. In tough times, people and stores need each other more. Not only now, but in economic recovery, people will reward the stores that stood by them when they were vulnerable. Retailers can build equity by caring today. Such differentiation will be key to success in 2011, because a functional buying mindset at the store will limit shoppers willingness to enlarge their baskets. Also, fewer trips and a higher share of Quick Trips already show that households stock-up less and buy what they need when they need it. Just-intime households are part of Americas landscape. Whats next? Will living paycheck to paycheck digress into day-by-day or meal-by-meal food purchasing? Food retailers need to re-think their offers for this possibility because the trend is clearly for homes to carry less inventory. Also significant: the nations rise in single-person households, which outnumber married couples with kids and often lack storage space for food items.
Households may stock less, but theyre cooking more, and they feel pretty good about doing it. Indeed, 69% of Americas adults are confident in the kitchen, 55% like to experiment, create own recipes, and 47% consider themselves enthusiastic, this survey shows. For the 41% that are novice, tentative, follow simple recipes, the trade urges them on with helpful websites and easy-to-prepare meal solutions. This seems in perfect pitch for consumers and supermarkets in 2011, since pressures are ahead this year. Among the causes: food commodity price rises, spurred by global demand, will push up items storewide; inflation risk if the government keeps spending and expanding the money supply; persistent double-digit unemployment among many population segments; flat-as-apancake housing prices. Will this year challenge retailers to keep in tune with fast-changing consumer priorities? Absolutely. Mainstream grocers are squeezed by the stepped-up food efforts of Target, Walmart, dollar stores and clubs, and by innovative, extreme-value food outlets such as Aldi and Trader Joes. This has Wall Street analysts wagging their fingers at mid-tier supermarket chains that they arent consumer-centric enough and theyve allowed price to dominate todays marketplace. Since price battles hurt all competitors, it will be fresh, distinctive approaches led by insights in this NGA-Supermarket Guru Report that lead to marketplace wins. Retailers with the will to command markets now have new ideas to emerge from economic quicksand and push back forcefully with their abundant appeals against price retailers.
Methodology
On behalf of the National Grocers Association, SupermarketGuru.com conducted a national consumer panel on its website, SupermarketGuru.com between November 2010 and early January 2011. In all, 1,718 chief household shoppers detailed their experiences, behaviors and sentiment on what appeals to them (or not) about supermarkets, as well as their purchase influences, eating habits and nutritional concerns. A total of 74 shopping attributes were addressed in this years survey. The SupermarketGuru.com Consumer Panel is an opt-in, food-involved population of more than 105,000 shoppers that are pre-registered with the site and submitted their confidential demographic information. Respondents were 80% female.
Credits: Survey development and design: Consumer Insight, Inc. & National Grocers Association Survey review, analysis and composition: Consumer Insight, Inc. & National Grocers Association Graphic Design: ConAgra Foods National Grocers Association and Consumer Insight, Inc.
Table of Contents
4 5
Rate Your Primary Stores Performance . . . . . . . . . . . . . . . . . . . 16 Satisfaction and Improvements . . . . . . . . . . . . . . . . . . . . . . . . . 21 Purchase Costs and Frequency . . . . . . . . . . . . . . . . . . . . . . . . . 23 Purchase Influences. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Eating Habits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 Nutritional Concerns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 When Consumers Buy A New Food Product For The First Time . . . 32 Nutritional Information Sources . . . . . . . . . . . . . . . . . . . . . . . . 34
For all of the savings strategies shoppers learned in the recession and have stuck with, chasing better prices at alternative stores continues to nip at supermarket share. While supermarkets registered 85% last year, they edged down to 84% in this survey. The familiar, local store stays strong, but a crack is visible. Which channels gained? Warehouse clubs and specialty food stores each rose to 4% from 3% a year ago. Mass merchandiser stores (classic discount formats and supercenters) held steady at 7%, despite their efforts to make food a more central part of their mix, the data showed. Supermarket shoppers come largely from some of the lower income tiers: 16% in the $45,001$65,000 range and 15% in the $25,001-$45,000 tier. Whats significant here is that these respective shares were 18% and 16% a year ago, which means many of these budget-squeezed shoppers went elsewhere to feed their families. Further up the scale, six-figure shoppers earning $85,001-$105,000 accounted for 11% of supermarket shoppers, up from 10% a year ago. Warehouse clubs drew some of the lower-earning households. The $25,001-$45,000 tier accounted for 16% of shoppers that rely on this channel as their primary food resource; theyre in second place behind the $75,001-$85,000 tier, which registered 21% and are presumably better able to purchase bigger baskets. In clubs, 47% say they spend $101 or more per week on groceries. At mass merchandisers, the three lowest income tiers (inclusive of less than $25,000 up to $65,000) account for 43% of shoppers who rely on this channel as their #1 food provider.
Convenience Store . . . . . . . . . . 0% Discount Store . . . . . . . . . . . . . 2% Dollar Store . . . . . . . . . . . . . . . 0% Drug Store . . . . . . . . . . . . . . . . 0% Gourmet Store . . . . . . . . . . . . . 1% Grocery Store/Supermarket . . . . 84% Mass Merchandiser . . . . . . . . . . 5% Specialty Food Store . . . . . . . . . 4% Warehouse Club . . . . . . . . . . . . 4% Online store (e.g., Amazon or supermarket website) . . . . . . 0%
Very Important . . . . . Somewhat Important . Not Too Important. . . Not At All Important .
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. 83% . 17% . 0% . 0%
Very Important . . . . . Somewhat Important . Not Too Important. . . Not At All Important .
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. 91% . 9% . 0% . 0%
Very Important . . . . . Somewhat Important . Not Too Important. . . Not At All Important .
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. 44% . 51% . 5% . 0%
Very Important . . . . . Somewhat Important . Not Too Important. . . Not At All Important .
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. 82% . 15% . 2% . 1%
High-quality meats
Year after year, roughly three out of four consumers cite this as a very important trait. This years 74% figure is lower than last years 76%, but then again E.coli incidents have slowed down. Combined with 19% who regard high-quality meats as somewhat important, up from 17% last year, consumers stay consistent on this issue.
Very Important . . . . . Somewhat Important . Not Too Important. . . Not At All Important .
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. 74% . 19% . 3% . 4%
Very Important . . . . . Somewhat Important . Not Too Important. . . Not At All Important .
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Very Important . . . . . Somewhat Important . Not Too Important. . . Not At All Important .
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. 47% . 48% . 5% . 0%
Very Important . . . . . Somewhat Important . Not Too Important. . . Not At All Important .
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. 74% . 24% . 2% . 0%
Very Important . . . . . Somewhat Important . Not Too Important. . . Not At All Important .
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. 55% . 37% . 7% . 1%
Very Important . . . . . Somewhat Important . Not Too Important. . . Not At All Important .
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. 42% . 49% . 8% . 1%
Very Important . . . . . Somewhat Important . Not Too Important. . . Not At All Important .
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. 61% . 30% . 8% . 1%
Very Important . . . . . Somewhat Important . Not Too Important. . . Not At All Important .
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. 38% . 55% . 7% . 0%
Very Important . . . . . Somewhat Important . Not Too Important. . . Not At All Important .
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Very Important . . . . . Somewhat Important . Not Too Important. . . Not At All Important .
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Very Important . . . . . Somewhat Important . Not Too Important. . . Not At All Important .
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Very Important . . . . . Somewhat Important . Not Too Important. . . Not At All Important .
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Very Important . . . . . Somewhat Important . Not Too Important. . . Not At All Important .
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Very Important . . . . . Somewhat Important . Not Too Important. . . Not At All Important .
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Pharmacy
Until supermarkets create more cross-connections between food, health care and their highly trusted pharmacists (such as education, wellness programs, condition treatments and food regimens to go with them), the presence of an in-store pharmacy will never be among the highest factors in store choice. The 7% very important figure in 2011 is down from 10% in 2010; the 20% somewhat important figure remains the same as a year ago. Sure, drug stores seem to be everywhere, but only supermarkets have everything under one roof for health. If only theyd do more with it. As expected, older respondents (50 and above) account for 67% of all who think pharmacy is very important, because of their susceptibility to more health conditions and their desire to shop in one place. The breakout: people 50-64 (46%) and 65 and up (21%).
Very Important . . . . . Somewhat Important . Not Too Important. . . Not At All Important .
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Very Important . . . . . Somewhat Important . Not Too Important. . . Not At All Important .
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Organic products
A five-point swing in its favor has, for the first time, nearly one-third of consumers (31%) stating that the presence of organic products is very important in their choice of a supermarket. Add in 37% who say it is somewhat important (one point higher than a year ago), and more than two-thirds of consumers are eyeing organic assortments when deciding where to food-shop. Who wants this most: Boomers 50-64 (43% by age group), women (86% by gender), Caucasian (91% by ethnicity), households with zero children at home (57%), and households that spend $101 or more per week on groceries (52%).
Very Important . . . . . Somewhat Important . Not Too Important. . . Not At All Important .
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Self-checkout/self-scanning
In line with the very important drop in fast checkout, the percentage of consumers citing self-checklanes as a key factor in where they shop also declined in 2011. Indeed, the combined very/ somewhat important figure of 35% marks a negative turnabout of a three-year trend; the 2010 figure was 38% (11% very and 27% somewhat important).
Very Important . . . . . Somewhat Important . Not Too Important. . . Not At All Important .
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Very Important . . . . . Somewhat Important . Not Too Important. . . Not At All Important .
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. 3% . 9% . 30% . 58%
Very Important . . . . . Somewhat Important . Not Too Important. . . Not At All Important .
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Very Important . . . . . Somewhat Important . Not Too Important. . . Not At All Important .
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High-quality bakery
Are flour, whipped cream and chocolate creations becoming pass in 2011? Are artisan breads too much for everyday meals? Apparently, they are for some who are cutting non-necessities and excess calories from their purchases. While a still-significant 71% of adults regard highquality bakery as very/somewhat important to their choice of a primary supermarket, thats down five percentage points from the 2010 figure of 76%. The entire difference is visible in the very column, which fell from 38% last year to 33% in 2011. By the way, the 2010 very figure marked a two-point rise over 2009; the 2011 figure is below that earlier benchmark as well. A high-quality bakery is most relevant to heavier grocery spenders; households that spend $81 or more per week on groceries account for 70% of very important respondents.
Very Important . . . . . Somewhat Important . Not Too Important. . . Not At All Important .
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Very Important . . . . . Somewhat Important . Not Too Important. . . Not At All Important .
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. 2% . 3% . 11% . 84%
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Convenient location
Practically all consumers (95%) feel their primary supermarket is well located to suit their needs. However, theres a crack that signifies peoples willingness to shop elsewhere for different reasons (we think price, in this economy). The current 56% excellent figure is two points lower than the 58% posted in 2010, while the 39% good; figure is three points higher than last years 36%.
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. 56% . 39% . 5% . 1%
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. 56% . 40% . 4% . 0%
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. 45% . 45% . 9% . 1%
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. 51% . 43% . 5% . 1%
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. 40% . 50% . 8% . 1%
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. 38% . 53% . 8% . 1%
Low prices
Has the chasing of low prices made consumers more aware of alternative outlets? Have primary supermarkets been moving prices up? Probably both. The 20% excellent rating is certainly not affirmation of a job well done, especially when thats down three points in a year. The 53% good rating looks better, up one point from the 2010 level, and drawing the majority opinion. Notably, more than one-quarter of people keep shopping in a primary supermarket despite being unhappy with its pricing24% fair and 3% poor.
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Fast checkout
The latest excellent ratings (23%) revert to the 2009 level, following a brief jump to 25% in 2010. Respondents slid more heavily into the good column, at 55% in 2011, up from 53% in 2010. The lack of front-end speed continues to frustrate nearly one-fourth of adults, who vote their primary supermarket as fair (20%) or poor (2%) on this measure.
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Offers organic food of all kinds, including produce and packaged foods
A four-point jump in excellent ratings to 28% reflects consumer happiness with supermarkets efforts to disperse organic food choices throughout many categories. However, the composite excellent/good figure of 70% is one point below the 2010 level of 71%. Small households are the most content on this measure (64% of excellent scores come from those with no children living at home) and the highest grocery tabs (50% of excellent raters spend $101 or more each week).
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Store has a Frequent Shopper Program, which offers rewards and benefits
Consumers pretty equally split their scores on this point. Excellent and good are equal at 29% each, and collectively show a majority (58%) in favor of supermarkets initiatives. Yet fair and poor scores reflect the negative opinion of more than four in ten consumers, who are frustrated by the unmet potential of these programs in their primary food stores. They want savings without too many hassles or rules. In 2010, the excellent/good rating was the same at 58%, but excellent by itself was a more robust 31%.
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4,000 sq. ft. or less (c-store) . 4,001 to 17,000 sq. ft. (fresh to go store) . . . . . . . . . 17,001 to 30,000 sq. ft. (small conventional store) . . . 30,001 to 50,000 sq. ft. (average store) . . . . . . . . . . . 50,001 to 70,000 sq. ft. (combo store) . . . . . . . . . . . . 70,001+ sq. ft. (supercenter)
Do you feel that your current preferred store is sized about right for your needs?
About three-quarters of consumers (74%) say yes. At least with regard to store size, the vast majority of adults are happy with whats in front of them. Any gripes about size, aisle comfort, walking requirements or assortment depth and breadth are minor in comparison.
No, too big, too much walking . . 6% No, too big, too much assortment . . . . . . . . . . . . . . . . 4% No, too small, too little assortment . . . . . . . . . . . . . . . . 11% No, too small, aisles too narrow for comfort . . . . . . . . . . . . . . . . 7% No, too small, not enough service . . . . . . . . . . . . . . . . . . . 2% Yes, it is perfect for me . . . . . . . 74%
If your preferred store size was convenient to your home, and price/ quality was about the same as where you shop now, would you switch stores?
The majority of consumers (53%) would try it out, and another 22% would definitely switch. Rightsizing is key because 90% of adults confirm that size is a main factor in their store choiceand just fewer than one in six (16%) say they wouldnt entertain a move because they like their current store enough to keep shopping there. Whos open to trying it out: Adults who work full-time (57%), the $101 and over weekly grocery spenders (44%), and two of the three lowest income groups earning $25,001-$65,000 (30%). These same groups similarly led the would definitely switch vote.
Yes, I would definitely switch . . . 22% I would try it out . . . . . . . . . . . . 53% No, size is not a main factor for me in store choice . . . . . . . . 10% No, I like my current store enough to keep shopping there . . . . . . . 16%
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One (Poor) . . . . . . . . . . . . . . . . 0% Two . . . . . . . . . . . . . . . . . . . . . 0% Three. . . . . . . . . . . . . . . . . . . . 1% Four . . . . . . . . . . . . . . . . . . . . 1% Five . . . . . . . . . . . . . . . . . . . . . 6% Six . . . . . . . . . . . . . . . . . . . . . 7% Seven . . . . . . . . . . . . . . . . . . . 18% Eight . . . . . . . . . . . . . . . . . . . . 33% Nine . . . . . . . . . . . . . . . . . . . . 23% Ten (Excellent) . . . . . . . . . . . . . 10%
Better customer service/employees 20% More ethnic offerings . . . . . . . . 23% More fresh made foods . . . . . . . 19% More gourmet foods . . . . . . . . . 19% More imported foods . . . . . . . . . 13% More organized . . . . . . . . . . . . . 10% More variety/better assortment/wider choice . . . . . . . . . . . . . . . . . . . 28% Nutritional and other health information . . . . . . . . . . . . . . . 19% Offer better quality products . . . 15% Price/cost savings . . . . . . . . . . . 42% No improvements are necessary . 9% More locally grown foods . . . . . . 44% More organic foods . . . . . . . . . . 26% Dont know. . . . . . . . . . . . . . . . 3%
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Store is clean and well organized . . . . . . . . . . . . . 87% Ample parking and is well lit . . . 67% Carries the items and brands that I like . . . . . . . . . . . 68% Fulfills special requests . . . . . . . 58% Shops and delivers for me, for a moderate fee . . . . . . . . . . 9% Produce, meats and seafood are always appealing and fresh . . 77% Has fresh, local or organic foods available . . . . . . . . . . . . . 63% Items are never or rarely out of date. . . . . . . . . . . . . . . . . . . 68% Contacts me in event of a product recall . . . . . . . . . . . . . . 38% Has special events that are fun or educational (pet days, kids cooking contests, guest speakers, cooking classes) . . . . . 21% Experts (butcher, dietitian, pharmacist) are always accessible . . . . . . . . 46% Suggests creative meal and snack ideas . . . . . . . . . . . . . . . 25% Prices are fair . . . . . . . . . . . . . . 80% Runs many sales on items I use . 57% Always in-stock on sale items . . . 62% Cashiers (& baggers) are fast, friendly and offer help to my car 62% Sends me special deals through email, texts or to my cell phone . 34% Supports local charities . . . . . . . 40%
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How much families spend TOTAL each week on FOODS in all stores
Consumers have taken their appetites home and left restaurants in the dust, judging by these figures. The highest spending level, more than $136, surged by half again over a year ago to be leading clear-cut at 21%. In 2010, this loftiest spending bracket was tied for first place with the $96-$105 bracket at 14%. But in 2011 more than $136 propels to a substantial lead, while $96-$105 holds second place at a repeat 14% level of mention. They each outpace the #3 tier of $106-$115 which, at 10%, is one point lower than last year. After that, no other spending tier attains a double-digit mention by consumers. Just about half of America (48%) spends $106 or more per week on food bought at retail for their households; this is up from 43% in 2010, and the shift reflects more home-based consumption.
Less than $25 . . . . . . . . . . . . . 1% $25-35 . . . . . . . . . . . . . . . . . . 3% $36-45 . . . . . . . . . . . . . . . . . . 4% $46-55 . . . . . . . . . . . . . . . . . . 5% $56-65 . . . . . . . . . . . . . . . . . . 7% $66-75 . . . . . . . . . . . . . . . . . . 8% $76-85 . . . . . . . . . . . . . . . . . . 6% $86-95 . . . . . . . . . . . . . . . . . . 5% $96-105 . . . . . . . . . . . . . . . . . 14% $106-115 . . . . . . . . . . . . . . . . 10% $116-125 . . . . . . . . . . . . . . . . 9% $126-135 . . . . . . . . . . . . . . . . 8% More than $136 per week . . . . . 21%
Six or more times a week . . . . . . 1% Five times a week . . . . . . . . . . . 3% Four times a week. . . . . . . . . . . 6% Three times a week . . . . . . . . . . 15% Twice a week . . . . . . . . . . . . . . 31% Once a week . . . . . . . . . . . . . . 33% Every two weeks . . . . . . . . . . . . 8% Once a month . . . . . . . . . . . . . 1%
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6Purchase Influences
Regarding the location where you purchase the majority of your foods:
Look in newspapers for grocery specials . . . . . . . . . . . . . . . . . . 59% Participate in supermarket frequent shopper or savings club programs . . . . . . . . . . . . . . . . . 47% Stock up on an item when you find a bargain . . . . . . . . . . . . . . 71% Use cents-off coupons received in the mail or from newspapers/ magazines . . . . . . . . . . . . . . . . 58% Compare grocery prices at different stores . . . . . . . . . . . . . . . . . . . 41% Buy store brands or lower priced brands instead of national brands . . . . . . . . . . . . 49% Use cents-off coupons received in the store, such as off the shelf, at checkout or at a kiosk . . . . . . . . 48% Buy products on special even if you hadnt planned to buy them that day . . . . . . . . . . . . . . . . . . 57% Buy only whats on your list . . . . 21% Buy in larger package sizes . . . . 19% Go to stores other than your primary grocery store for advertised specials . . . . . . . . . . 38% Use mail-in rebates for cash refunds . . . . . . . . . . . . . . 21%
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Have you downloaded any food or beverage apps from iTunes? Yes . . . . . . . . . . . . . . . . . . . . .11% No . . . . . . . . . . . . . . . . . . . . .89%
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7Eating Habits
How often do you:
Never . . . . . . . . . . . . . . . . Less than once a month . . . One to three times a month . One or two times a week . . . Three or more times a week . Never . . . . . . . . . . . . . . . . Less than once a month . . . One to three times a month . One or two times a week . . . Three or more times a week .
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Never . . . . . . . . . . . . . . . . Less than once a month . . . One to three times a month . One or two times a week . . . Three or more times a week .
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Never . . . . . . . . . . . . . . . . Less than once a month . . . One to three times a month . One or two times a week . . . Three or more times a week .
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Never . . . . . . . . . . . . . . . . . . . 6% Rarely . . . . . . . . . . . . . . . . . . . 31% On Special Occasions . . . . . . . . 4% Once a month . . . . . . . . . . . . . 5% Once every other week. . . . . . . . 12% Three times a week . . . . . . . . . . 11% Twice a week . . . . . . . . . . . . . . 8% Once a day . . . . . . . . . . . . . . . . 8% Multiple times during the day . . 15%
Never . . . . . . . . . . . . . . . . . . . 1% Rarely . . . . . . . . . . . . . . . . . . . 18% On Special Occasions . . . . . . . . 5% Once a month . . . . . . . . . . . . . 11% Once every other week. . . . . . . . 16% Three times a week . . . . . . . . . . 17% Twice a week . . . . . . . . . . . . . . 13% Once a day . . . . . . . . . . . . . . . . 8% Multiple times during the day . . 12%
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Novice . . . . . . . . . . . . . . . . . . . 5% Tentative . . . . . . . . . . . . . . . . . 5% Follow simple recipes . . . . . . . . 31% Follow complex recipes . . . . . . . 35% Like to experiment, create own recipes . . . . . . . . . . 55% Cook a few dishes well . . . . . . . 27% Confident in the kitchen . . . . . . 69% Enthusiastic . . . . . . . . . . . . . . . 47% Have the magic touch . . . . . . 23%
Have you been cooking more at home the past two years?
The majority (51%) says yes; another 40% say about the same. The yes answers are driven mostly by the lower- and middleincome tiers; none of the $105,001 and above income groups accounted for a doubledigit share of the yes respondents.
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8Nutritional Concerns
What concerns consumers the MOST about the foods they eat?
For the fourth straight year, the simply expressed desire to be healthy/eat whats good for us heads the list of 18 answer choices. This time, the percentage is 25%, up from 22% in the three prior years. A mid-scale income group ($85,001$105,000) is first among be healthy respondents, accounting for 15% of all adults saying this. The spread between be healthy and the #2 answer chemical additives (13%, up from 12% in 2010 and 11% in 2009) is wide. In third place is salt/sodium content, less salt (10%, same as a year ago and up from 9% in 2009). After these, no other answer is in double digits.
Fat content, low fat . . . . . . . . . . 8% Sugar content/less sugar . . . . . . 7% Salt/sodium content, less salt . . 10% Calories/low calorie . . . . . . . . . . 5% Cholesterol levels . . . . . . . . . . . 2% Food/nutritional value . . . . . . . . 9% Chemical additives . . . . . . . . . . 13% Preservatives . . . . . . . . . . . . . . 2% Desire to be healthy/eat whats good for us . . . . . . . . . . . . . . . . 25% Vitamin/mineral content . . . . . . 0% Balanced diet . . . . . . . . . . . . . . 5% Carbohydrate content . . . . . . . . 3% Freshness/purity/no spoilage . . . 3% Protein value . . . . . . . . . . . . . . 1% Fiber content . . . . . . . . . . . . . . 1% Nothing . . . . . . . . . . . . . . . . . . 1% Other . . . . . . . . . . . . . . . . . . . . 3% Dont know/ no answer . . . . . . . 1% Could be a lot healthier . . . . . Could be somewhat healthier . Is healthy enough . . . . . . . . . As healthy as it could possibly be. . . . . . . . . . . . . . . . 10% . . 49% . . 31% . . 11%
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More fruits/vegetables . . . . . . . . 88% More calcium . . . . . . . . . . . . . . 22% Less bread . . . . . . . . . . . . . . . . 34% More chicken/turkey/ white meat . . . . . . . . . . . . . . . . 43% Less calories/food low in calories . . . . . . . . . . . . . . . . . . 32% More fiber . . . . . . . . . . . . . . . . 52% Less carbohydrates . . . . . . . . . . 28% More fish . . . . . . . . . . . . . . . . . 45% Less cholesterol/food low in cholesterol . . . . . . . . . . . . . . . . 28% More foods high in vitamins/ minerals . . . . . . . . . . . . . . . . . 27% Less dairy products . . . . . . . . . . 13% More fresh foods . . . . . . . . . . . . 60% Less fats/oils . . . . . . . . . . . . . . 32% More juices . . . . . . . . . . . . . . . 11% Less fried foods . . . . . . . . . . . . 65% More low fat or skim milk products . . . . . . . . . . . . . . . . . 31% Less junk food/snack food . . . . . 67% More meat . . . . . . . . . . . . . . . . 4% Less meats/red meats . . . . . . . . 31% More organically grown/ natural foods . . . . . . . . . . . . . . 35% Less prepared/processed foods . . 55% More protein . . . . . . . . . . . . . . 22% Less salt/sodium/food low in salt/sodium . . . . . . . . . . . . . . . 46% More salads . . . . . . . . . . . . . . . 48% Less soda. . . . . . . . . . . . . . . . . 50% More starches (pasta, beans, rice) . . . . . . . . . . 8% Less sugar . . . . . . . . . . . . . . . . 52% More vitamin/mineral supplements/pills . . . . . . . . . . . 27% More balanced diet/more variety . 47% More water/bottled water . . . . . . 36% More whole grains . . . . . . . . . . . 60% More foods with antioxidants . . . 29%
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9When Consumers Buy A New Food Product For The First Time
How often do they look for ___ when deciding whether or not to purchase it?
Price
A must for 97% of adults who need to know the tab before buying. This composite figure is the same as in the past two years, though the almost always figure (77%) is down a point from 2010 and two points from 2009. By comparison, almost always was 72% before the recession hit.
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. 77% . 20% . 3% . 0%
Brand name
Though still a compelling 90% for almost always/ sometimes in 2011, the consumer conviction is not as great as in 2010, when 93% said this. Simply, people are buying more private label and alternative brands to save money, and brand name matters a bit less upon first-time trial.
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When Consumers Buy A New Food Product For The First Time cont.
Organic claims
A parallel jump in consumer interest here, as with other organics survey questions. Seven out of ten adults (70%) look for these claims almost always/sometimes, up from 65% in 2010 and 59% in 2009. Todays 34% almost always component is six points above 2009s 28% and 11 points above 2009s 23% level.
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Magazines . . . . . . . . . . . . . . . . 63% Television. . . . . . . . . . . . . . . . . 33% Doctor . . . . . . . . . . . . . . . . . . . 22% Newspaper . . . . . . . . . . . . . . . . 33% Books . . . . . . . . . . . . . . . . . . . 39% Internet . . . . . . . . . . . . . . . . . . 74% Friends and family . . . . . . . . . . 29% Grocery store . . . . . . . . . . . . . . 29% Nutritionist/dietitian . . . . . . . . . 22% Radio . . . . . . . . . . . . . . . . . . . 8% Online communities (e.g., iVillage, Second Life, YouTube) . . . . . . . 27% Other . . . . . . . . . . . . . . . . . . . . 12%
Magazines . . . . . . . . . . . . . . . . 9% Television. . . . . . . . . . . . . . . . . 3% Doctor . . . . . . . . . . . . . . . . . . . 13% Newspaper . . . . . . . . . . . . . . . . 4% Books . . . . . . . . . . . . . . . . . . . 8% Internet . . . . . . . . . . . . . . . . . . 29% Friends and family . . . . . . . . . . 6% Grocery store . . . . . . . . . . . . . . 2% Nutritionist/dietician . . . . . . . . . 16% Radio . . . . . . . . . . . . . . . . . . . 1% Online Communities . . . . . . . . . 3% Other . . . . . . . . . . . . . . . . . . . . 5%
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Anonymous Demographics
Your gender Female . . . . . . . . . . . . . . . . . . 80% Male . . . . . . . . . . . . . . . . . . . . 20%
Full Time . . . . . . . . . . . . . . Part Time . . . . . . . . . . . . . . Unemployed . . . . . . . . . . . . Retired . . . . . . . . . . . . . . . Student . . . . . . . . . . . . . . . Full Time Work and Student . Part Time Work and Student
Age bracket
15 25 40 50 65
to 24 . . . to 39 . . . to 49 . . . to 64 . . . and older
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Ethnicity
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. 92% . 2% . 2% . 2% . 2%
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$25,001-$45,000 . . . . . . . . . . 15% $45,001-$65,000 . . . . . . . . . . 16% $65,001-$85,000 . . . . . . . . . . 6% $85,001-$105,000 . . . . . . . . . 3% $65,001-$75,000 . . . . . . . . . . 4% $75,001-$85,000 . . . . . . . . . . 8% $85,001-$105,000 . . . . . . . . . 12% $105,001-$125,000 . . . . . . . . 9% $125,001-1$45,000 . . . . . . . . 6% $145,001-$165,000 . . . . . . . . 5% $165,001-$185,000 . . . . . . . . 3% $185,001-$205,000 . . . . . . . . 2% $205,001 and above . . . . . . . . 5%
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ConAgra Foods, Inc., (NYSE: CAG) is one of North Americas leading food companies, with brands in 97 percent of Americas households. Consumers find Banquet, Chef Boyardee, Egg Beaters, Healthy Choice, Hebrew National, Hunts, Marie Callenders, Orville Redenbachers, PAM, Peter Pan, Reddiwip, Slim Jim, Snack Pack and many other ConAgra Foods brands in grocery, convenience, mass merchandise and club stores. ConAgra Foods also has a strong business-to-business presence, supplying frozen potato and sweet potato products as well as other vegetable, spice and grain products to a variety of well-known restaurants, foodservice operators and commercial customers. For more information, please visit us at www.conagrafoods.com.
N.G.A. is the national trade association representing the retail and wholesale grocers that comprise the independent sector of the food distribution industry. An independent retailer is a privately owned or controlled food retail company operating a variety of formats. Most independent operators are serviced by wholesale distributors, while others may be partially or fully self-distributing. Some are publicly traded but with controlling shares held by the family and others are employee owned. Independents are the true entrepreneurs of the grocery industry and dedicated to their customers, associates, and communities. N.G.A. members include retail and wholesale grocers, state grocers associations, as well as manufacturers and service suppliers. For more information about N.G.A. and the independent sector of the industry, see the N.G.A. website: www.NationalGrocers.org.
Phil Lempert was one of the pioneers of the new information media, founding SupermarketGuru.com in 1994. The website is now one of the leading food and health resources on the Internet, visited by more than 9 million people each year. SupermarketGuru.com offers thorough food ratings, analyzes trends in food marketing and retail, and features health advice, unique recipes, nutrition analysis, allergy alerts and many other resources to help consumers understand their food, health, lifestyle and shopping options. Lempert is contributing editor of Supermarket News, which exclusively runs his columns both in its magazine and on its website; as well as a content partner with SN which includes custom consumer surveys and other projects. He has been profiled and interviewed by USA Today, The New York Times, The Christian Science Monitor, The Wall Street Journal, Forbes, Newsweek and Ad Age, and is interviewed by hundreds of publications each year. As one of Americas leading consumer trend-watchers and analysts, Phil Lempert is recognized on television, radio and in print. He is the food trends editor and correspondent for NBC News Today show, where he reports on consumer trends, food safety and money-saving tips, as well as showcases new products. He makes regular appearances on ABCs The View, and has appeared numerous times on The Oprah Winfrey Show, 20/20, CNN, CNBC, Discovery Health and MSNBC, as well as on local television morning and news programs throughout the country. Phil is the founder and editor of several e-publications targeted to consumers and businesses: Facts, Figures & the Future, Food Nutrition and Science, The Lempert Report and SupermarketGuru. Phil is a spokesperson for ConAgra Foods and works with various ConAgra brands and their retail partners to help communicate strategies on saving money, healthier eating and food trend information to Americas shoppers. Lempert is the author of Being the Shopper and Healthy, Wealthy & Wise. His previous books include: Phil Lemperts Supermarket Shopping & Value Guide, Top Ten Trends for Baby Boomers and Crisis Management: A Workbook for Survival.
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