Tuesday, June 10, 2014

Grocery Shoppers

The 4 types of grocery shoppers of the future
Grocery stores should be thinking about how to cater to four types of shoppers, according to a study on the future of the industry from PwC. The findings, based on a survey of more than 1,000 shoppers, come as the food retail industry meets in Chicago at this week's FMI Connect conference. Here are details on typical shoppers in the four segments: Gourmet Gordon (33% of surveyed shoppers), Metropolitan Marsha (26% of surveyed shoppers) ,Traditional Tim (25% of surveyed shoppers), Millennial Mel (17% of surveyed shoppers)
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Gourmet Gordon
( PwC / June 10, 2014 )
A Generation X or baby boomer shopper, he's focused on the food and has disposable income to pay more for the quality he wants.
·         Household income:  $75,000-$200,000
·         Grocery spend per visit: $70
·         Dining out spend per meal: $30
·         Number of grocery trips per month: 7
·         Number of times dining out per month: 9
·         How many this person shops for: 1-2
<p>For this Generation X shopper, who is often the primary shopper, she wants to get in and out of the store quickly. Convenience trumps price.</p> <ul> <li>Household income:&nbsp; $75,000-$300,000</li> <li>Grocery spend per visit: $80</li> <li>Dining out spend per meal: $40</li> <li>Number of grocery trips per month: 8</li> <li>Number of times dining out per month: 13</li> <li>How many this person shops for: 3+</li> </ul>
Metropolitan Marsha
( PwC / June 10, 2014 )
For this Generation X shopper, who is often the primary shopper, she wants to get in and out of the store quickly. Convenience trumps price.
·         Household income:  $75,000-$300,000
·         Grocery spend per visit: $80
·         Dining out spend per meal: $40
·         Number of grocery trips per month: 8
·         Number of times dining out per month: 13
·         How many this person shops for: 3+
 This baby boomer shopper spends the least on groceries of any of the groups, and picks familiar products. Price usually matters more than anything else.<br /> <ul> <li>Household income:&nbsp; $25,000-$100,000</li> <li>Grocery spend per visit: $64</li> <li>Dining out spend per meal: $25</li> <li>Number of grocery trips per month: 6</li> <li>Number of times dining out per month: 4</li> <li>How many this person shops for: 1-3</li> </ul>
Traditional Tim
( June 10, 2014 )
This baby boomer shopper spends the least on groceries of any of the groups, and picks familiar products. Price usually matters more than anything else.
·         Household income:  $25,000-$100,000
·         Grocery spend per visit: $64
·         Dining out spend per meal: $25
·         Number of grocery trips per month: 6
·         Number of times dining out per month: 4
·         How many this person shops for: 1-3
<p>This Millennial is young, curious, social media-savvy and often spending her parents' money.</p> <ul> <li>Household income: Ranges from $0 to parents' income, allowance, and actual earned income.</li> <li>Grocery spend per visit: $73</li> <li>Dining out spend per meal: $24</li> <li>Number of grocery trips per month: 7</li> <li>Number of times dining out per month: 7</li> <li>How many this person shops for: 1</li> </ul>
Millennial Mel
( PwC / June 10, 2014 )
This Millennial is young, curious, social media-savvy and often spending her parents' money.
·         Household income: Ranges from $0 to parents' income, allowance, and actual earned income.
·         Grocery spend per visit: $73
·         Dining out spend per meal: $24
·         Number of grocery trips per month: 7
·         Number of times dining out per month: 7

·         How many this person shops for: 1
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