What does it look like when all of these trends intersect? It looks like a month in the life of FMI’s Carol Abel, who manages a single-shopper household with a varying grocery list. In one month, Carol shopped at five different grocery stores with four different shopping scenarios involving her college-student daughter, Gen Z and Millennial sons, and extended family.
<p>By: Angelyn Pinter, Senior Manager, Education Development, Food Marketing Institute </p> <p><img src="https://www.fmi.org/images/default-source/photos-for-staff-use/produce/picture37.tmb-large-350-.jpg?sfvrsn=a29e406e_2" data-displaymode="Thumbnail" alt="Picture37" title="Picture37" style="float: right; margin-bottom: 10px; margin-left: 10px;" />One of the most fascinating parts of analyzing data is when you start to notice an intersection point. According to <em><a href="http://www.fmi.org/grocerytrends">2019 U.S. Grocery Shopper Trends</a></em>, 84% of households with kids want to eat more meals at home together or prepare more meals at home. <em>Trends </em>also reports shoppers focus on the needs and desires of individuals who make up the family. As we've learned, the <a href="https://www.fmi.org/blog/view/fmi-blog/2019/07/12/how-many-grocery-stores-did-you-shop-at-last-month">average shopper shops 3.1 channels and 4.4 banners</a> in a given month. </p> <p>What does it look like when all of these trends intersect? It looks like a month in the life of FMI’s Carol Abel, who manages a single-shopper household with a varying grocery list. In one month, Carol shopped at five different grocery stores with four different shopping scenarios involving her college-student daughter, Gen Z and Millennial sons, and extended family. She provides her insights below: </p> <h4><strong>When it’s just me:</strong></h4> <p>“As an empty nester, I don’t shop on price anymore, because I don’t buy that much. I value convenience above all else. Now that I’m not feeding so many mouths, I like limited assortment stores to find food treasures. It’s also easier to get in and out,” said Abel. “I like the produce prices and that it’s a little bit of a discovery shopping mission. One of the local supermarkets has a great cheese counter, so I’ll visit for that. I like the experience, there is usually a person who will answer your questions. They also have a good seafood counter, very clean.”</p> <p>“Overall, when it’s just me, I totally wing it.”</p> <h4><strong>But, when it’s me, my daughter and sons:</strong></h4> <p>“When my sons are home, I buy for a family. I buy snacks and meats and plenty of other items. When the kids are home, I need to buy more, so I become more cost-conscious. I might combine limited assortment and supermarkets, because I can’t get everything at a limited assortment store," explained Abel. </p> <p>"When they were younger, I would plan for the week, shop on price and plan ahead of time.” </p> <h4><strong>When it’s me and my daughter:</strong></h4> <p>Abel said, “My daughter doesn’t eat meat, so I buy more fruits, vegetables and cheese. When it’s just me and my daughter, I text her to see what she’s hungry for and stop on the way home to get it. I shop at multiple places based on conveniences, specialty ingredients or if we’re looking for a new culinary adventure." </p> <p>"When I shop for one or two people, price is much less relevant." </p> <h4><strong>When it’s extended family and family gatherings:</strong></h4> <p>“For entertaining or family celebrations, I will go out of my way to purchase food at a large specialty retail store. I can go end to end to find natural foods and the regular brands I’m seeking,” Abel shared. “If I’m going to create a food experience for my family, I will drive out of my way to find the ingredients needed to create the perfect experience for my guests.” </p> <a href="https://www.fmi.org/our-research/research-reports/u-s-grocery-shopper-trends" class="button-secondary">Download 2019 U.S. Grocery Shopper Trends </a>
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