MasterIndex Report: Grocery Shopping Experience

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1 2008 MasterIndex Report: Checking Out the Canadian Grocery Shopping Experience

2 2008 MasterIndex Report: Checking Out the Canadian Grocery Shopping Experience [ 1 ] 2008 MasterIndex Report

3 Grocery shopping has always been an essential activity for many adults in Canada, but it s no longer just about keeping the family fed and the kitchen pantry full. What we buy and where we shop has become a reflection of our personal priorities and tastes. Checking Out the Canadian Grocery Shopping Experience reveals that the attitudes and behaviours associated with grocery shopping are a reflection of trends in Canadian society. Many aspects of this weekly task are changing, including who within the household is doing the shopping, shopping time and locations, spending habits, distance traveled, behaviours while in store, and what drives shoppers to certain stores. The report identifies gender and age as key factors driving this evolution in shopping. According to the survey, age has a significant impact on shopper attitude and behaviour, which will likely become more evident as Canada s aging population continues to grow. Another key change is that grocery shopping is no longer the sole responsibility of the woman of the house; grocery shopping is now more likely to be done by men or shared equally with partners than handled exclusively by women. Grocery shopping is an activity that Canadians are highly engaged in and enjoy. The changes highlighted in this report are likely an indication of other social changes that are happening across the country MasterIndex Report [ 2 ]

4 Canadian Grocery Shopping Behaviour CANADIANS SHOPPING ACTIVITES FALL INTO TWO CORE CATEGORIES: 1.The quick trip, which is often needed for traditional staples such as fruit, milk or bread, but also for convenient dinners or snack foods such as fresh dinner meals, pop and salty snacks. 2.The stock-up trip, which typically occurs once a week and are on average approximately two and a half times longer than a quick trip. General Stock-Up vs. Quick Trip: Quick trips most often happen mid-week while general stock-ups are most likely to occur on Saturdays. Half of the respondents go shopping at least once a week, with quick trips occurring more frequently than general stock-ups. Shoppers are much more likely to shop alone during a quick trip then during a general stock-up trip. Once in store, quick trip shoppers are more focused and tend to only shop in sections that they need. General stock-up shoppers are more willing to browse various aisles. Although lists are often used for both types of trips, more than seven in 10 admit that they shop beyond their list. Time to Shop: Canadians go on 37 general stock-up trips per year at an average of 44 minutes in the store with an additional 13 minutes of travel time for a total of 57 minutes on average. Canadians also go on an average of 76 quick pick-up trips per year at an average of 18 minutes in the store with an additional 9 minutes of travel time for a total of 27 minutes on average. [ 3 ] 2008 MasterIndex Report

5 The average distance traveled for a quick trip among all shoppers is 2 km and 3.5 km for stock-up trips, suggesting that most Canadians shop close to home. The mean time spent grocery shopping (including travel) for men and women are approximately the same. Only men express a strong preference to spend less time shopping than they currently do. The presence of kids in the household is the key determinant of shopping frequency. In addition, if kids are in the household they are very likely to be taken on shopping trips. 46 per cent of households with kids usually take them on a quick trip and 51 per cent bring their kids along on a stock-up trip. Shopping is sometimes influenced by price: On average people spend four times more money during a general stock-up shopping trip than on a quick trip. The average amount spent per year on general stock-up trips is only 1.5 times greater than quick trips, due to the lower incidence of general stock-up trips taken every 12 months. There is little difference between the amounts that woman and men spend during either general stock-up trips ($ vs. $ for men) or quick trips ($34.21 vs. $31.30 for men). Complaints and Shopping Etiquette Almost a quarter of year olds have eaten all or some of a product while shopping. Seven per cent of Canadians admit to having hidden purchases from other family members. Only three per cent of Canadians say they have experienced cart rage. There is a higher incidence of this phenomenon among Ontario shoppers, who coincidentally, were also found to be the most impatient shoppers. SHOPPING HABITS often sometimes Buy items that are not on your list but that catch your eye Check flyers before going to see what is on sale Go to a store to buy an item that was on sale Switch to another check out lane to get out faster Bring your own bag Buy bulk items Purchase at the in-store deli counter Try free samples Bring coupons to redeem Purchase at the in-store butcher Travel to more than one store in one trip to get different items on sale Switch to a different store from my usual one after seeing a sale item in a flyer Buy organic food items Read magazines while waiting at the check out 23% 58% 54% 27% 28% 48% 24% 48% 45% 24% 20% 48% 22% 45% 20% 43% 23% 39% 17% 39% 18% 34% 13% 36% 9% 28% 5% 15% 2008 MasterIndex Report [ 4 ]

6 The Rise of the Male Grocery Shopper The era of females being solely responsible for grocery shopping within the household is over. Apart from the nine per cent of households that contain one single male who shops for himself, in households with couples or multiple adults, 15 per cent have a male who holds primary responsibility for grocery shopping and 41 per cent share the responsibility equally. This leaves 44 per cent of households where the female is the primary grocery shopper. Men are typically more indulgent while shopping and are relatively more likely to buy treats and snacks. In comparison, women tend to buy all categories, but will more often buy household items such as detergent, cleaning supplies and paper items. This may help to explain a main complaint among women that they dislike shopping due to the weight of groceries and the difficulty in carrying them. Responsibility in Multiple Adult Households Male Primary Grocery Shopper 15% Shared Responsibility 41% Female Primary Grocery Shopper 44% Gender Differences Overall shopping enjoyment is only slightly higher among women (59% vs. 55%). This enjoyment is driven by an exploratory nature; respondents find bargain-hunting appealing and like finding new products. According to the survey, men say they like grocery shopping because it gives them time with their spouse/partner or family. Women say they enjoy shopping because it gives them time alone, which is likely also the reason why independent shoppers are most likely women. Men, given the fact they are less likely to have primary responsibility for grocery shopping are less likely to take general stock-up trips alone 62 per cent go with their partner. [ 5 ] 2008 MasterIndex Report

7 Age has a significant impact on shopper attitude and behaviour. Shopping enjoyment goes down steadily as consumers age, particularly among older woman. Shoppers 60+ are much more mission focused they stick to their list, spend less money, spend more time per trip, and travel further. 53 per cent of shoppers aged 60 or over use a list even when making a quick trip and 83 per cent use a list for general stock-ups. Meanwhile, only 39 per cent of shoppers under the age of 60 use a list for quick trips and 77 per cent use a list for general stock-ups. Only one-third of shoppers aged 25 to 29 regularly use a list or pre-plan their general stock-up trips. Those aged 60 and over are not weekend shoppers and are least likely to shop on a Saturday. The 60 and over age group spends the greatest amount of time shopping, tend to only shop in the required aisles for general stock-up trips and get the least amount of enjoyment from shopping. Overall, 50 to 59 year olds spend the least amount of money on quick trips per year. 40 to 49 year olds and 20 to 29 year olds are not as price sensitive; they are least likely to say they enjoy looking for bargains and also spend more money on general stock-up trips per year. Weight of shopping bags and convenience of parking were identified as main areas of complaint among older Canadians. Impact of an Aging Population 53 per cent of shoppers aged 60 or over use a list even when making a quick trip 2008 MasterIndex Report [ 6 ]

8 [ 7 ] 2008 MasterIndex Report Grocery Shopping from Coast to Coast Grocery shopping behaviours and attitudes vary across the country with Quebec residents contrasting the greatest with the rest of the country. Overall, Quebecers get the greatest enjoyment from shopping (66%) and are the only region to prefer to shop mid-week. Quebecers also take the most frequent general stock-up trips, but not as many quick trips as the West or Ontario residents. Eastern Canada ($7,481) and Alberta ($7,762) residents are more likely to spend more each year for general stock-up trips, with Ontario ($6,612) residents spending the least per year. Quebec (50%) and Ontario (49%) residents are highly likely to take reusable bags when grocery Quebecers get the greatest shopping, which can likely be enjoyment from shopping attributed to the recent surge of reusable bags being offered by retailers in these provinces. Canadians living in the West spend more time (48.7 minutes for a general stock-up trip) shopping in store (excluding travel), as they tend to take longer general stock-up trips than any other region. Residents in the East take the longest average quick trips at 19.8 minutes. Westerners also tend not to shop at supermarkets most often during general stock-up trips than other regions.

9 Average Annual Household Expenditure Per Region BC $7,426 ALBERTA $7,762 PRAIRIES $6,835 ONTARIO $6,612 QUEBEC $7,378 EAST $7, MasterIndex Report [ 8 ]

10 What s in Store? Supermarkets are the most common destinations for grocery shopping and are chosen by shoppers because they are a single location to purchase all the items a shopper needs and is within the vicinity of the shoppers home. Local independent grocery stores, drug stores and convenience stores are more likely visited for quick trips as they are closer to home, while club/warehouse stores appeal only for general stock-up trips as they are believed to offer good prices and a range of products. [ 9 ] 2008 MasterIndex Report

11 Key motivators to shop at a particular grocery store: The top three motivators that men and women choose to shop at a store are for general stock-up: 1. The store location is close to home (71% for women and 70% for men). 2. The store has a good range of food items (68% for women and 69% for men). 3. The store has all the items I need in one place (65% for women and 63% for men). The importance of a nice shopping environment (39% vs. 32% for men) and the quality of fresh food (62% vs. 53% for men) are also key when selecting a store. Only two in 10 shoppers will visit multiple stores in an effort to pick up different items on sale; however, a third of respondents will choose a store based on the price of items. A main grocery shopping related complaint among women is that they are more likely to dislike shopping due to the weight of groceries and the difficulty in carrying them. Reasons for Store Choice Has a good range of food items Price is good for food items Has all the items I need in 1 place Location is close to home Quality of fresh food items is very good Price is good for household products Has a good range of non-food items Often has deep discounts on specific items A nice environment to shop in Parking/close to public transit Price is good for healthy/beauty items General Stock-up 9% 62% 21% 48% 23% 41% 20% 39% 8% 50% 3% 45% 1% 44% 7% 38% 2% 34% 31% 29% Quick Trip 5% 54% 10% 41% 16% 41% 47% 33% 7% 42% 1% 25% 31% 3% 27% 1% 31% 1% 27% 17% Great customer service I can collect reward points 1% 24% 4% 19% 1% 24% 2% 19% main reason It s easier to shop w/children 9% 8% Total Location is close to work/school 1% 7% 1% 11% There are a minority of Canadians that dislike grocery shopping, which is mainly due to time constraints. Respondents dislike long check-outs (with one-quarter of respondents who will often switch check-out lanes in an effort to leave the store more quickly) and they do not enjoy spending the time required to drive to the store and complete the shopping trip MasterIndex Report [ 10 ]

12 About the Survey The MasterIndex Checking Out the Canadian Grocery Shopping Experience is the latest MasterIndex report for Canada. The research was conducted by Environics Research Group from May 14-19, 2008 via a national survey of 1,000 adult Canadians aged 25+ representative of the Canadian population in terms of age, gender and region.

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