The data analyzed in Food Shopper Insights are derived from Packaged Facts March 2011 Food Shopper Insights (FSI) Survey, an online survey of 2,000 U.S. adults who had shopped for groceries within 24 hours of being surveyed. Respondents in aggregate were Census representative on the demographic measures of gender, age, race/ethnicity, geographic region, household income and presence of children in the household.

1. Food Shopper Insights: Grocery Shopping Trends in the U.S.
Food Shopper Insights: Grocery Shopping Trends in the U.S. offers fresh, original and
actionable analysis to enable grocers and food manufacturers, marketers and brand
managers to learn more about how grocery shoppers decide where to shop and how they
make up their minds about what to buy. A first-of-its-kind Packaged Facts report, Food
Shopper Insights delves into the minds of grocery shoppers with primary research based
upon proprietary data from an online survey of 2,000 U.S. adults who had shopped for
groceries within 24 hours of being surveyed. By anchoring its analysis in grocery shopper
accounts of very recent grocery shopping trips, Food Shopper Insights taps immediately and
directly into the actual contexts, motivations, and triggers framing the behavior of grocery
shoppers.
Buy Now: Grocery Shopping Trends in the U.S. Market
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The first chapter of the report presents topline findings to guide marketers in aligning
shopper marketing efforts with the mindset, behavior and tactics of grocery shoppers both
before shopping trips and in the store. The next chapter provides an overview of grocery
shopper behavior before the store, including what motivated grocery shoppers to set out on
their last grocery shopping trip, what they did to prepare for it and why they chose the
grocery store where they shopped. Subsequent chapters provide topline findings regarding
in-the-store behavior of grocery shoppers and a breakdown of what grocery shoppers like
and don’t like about their grocery store. The report continues with an analysis of how
wellness concerns affect the purchase decisions of grocery shoppers and their attitudes
toward food manufacturers and grocery stores.
The next chapter contains an innovative look at the mindset of grocery shoppers at the shelf
and explores what grocery shoppers were thinking when they purchased a cross-section of
food products on their last grocery shopping trip. The analysis compares planned and
impulse purchases and examines the impact on purchase decisions of factors such as sales
and promotions, attitudes toward national brands and store brands, personal and family
preferences, taste/flavor/ texture, convenience and the force of habit.
The final chapters of the report segment grocery shoppers along the lines of demographic
characteristics, life stages, key motivators for their most recent grocery shopping trip and
grocery shopping habits.
The report first compares the before-the-store and in-the-store behavior of men and
women, older and younger grocery shoppers, single and family grocery shoppers and full-
time workers and those not working full-time.
A separate chapter analyzes the attitudes and behavior of grocery shoppers based upon
their motivations for their most recent grocery shopping trip, including those who went
shopping in order to pick up ingredients to prepare a specific meal or recipe at home, stock
up on groceries, take advantage of sales and promotions on specific items and pick up food
in a grocery store rather than using fast food.

2. The last chapter of the report takes an in-depth look at shopper segments based on grocery
shopping habits and patterns: those who go grocery shopping every four to five days or
more often, grocery shoppers who spend an average of $80 or more per week on food and
those who shopped at more than one grocery store on their most recent grocery shopping
trip.
The data analyzed in Food Shopper Insights are derived from Packaged Facts March 2011
Food Shopper Insights (FSI) Survey, an online survey of 2,000 U.S. adults who had
shopped for groceries within 24 hours of being surveyed. Respondents in aggregate were
Census representative on the demographic measures of gender, age, race/ethnicity,
geographic region, household income and presence of children in the household.
TABLE OF CONTENTS
Chapter 1 Executive Summary
Introduction
Overview of the Report
Methodology
Food Shopper Insights: Topline Findings
Re-Visit the Steps on the Path to Purchase
Reward Customer Loyalty
Understand Why Grocery Shoppers Decide Where to Shop
Get Brands at the Top of Food Shoppers’ Minds before the Store
Know Who Grocery Shoppers Are
Adapt In-Store Shopper Marketing to Grocery Shopping Patterns
Re-Assess the Value of Packaging
Measure the Impact of In-Store Marketing
Re-Think Store Layouts
Upgrade Store-Prepared Food Items
Respond to Health and Wellness Concerns
Engaging Food Shoppers Before the Store: The Topline
Most Grocery Shoppers Have Short Horizon
Six in Ten Spend Less than $100 on Groceries Weekly
64% Perform Some Type of Preparation for Shopping
Gathering Coupons Top Planning Activity for Shoppers Using Both Print Media and Internet
Food Shoppers in the Store: The Topline
One-Store Shopping Predominates
Discount Stores Attract One in Four Food Shoppers
Most Grocery Shoppers Go Straight Home from the Store
Most Grocery Shoppers Shop Alone
Reusable Shopping Bags Favored by Minority of Shoppers
Customized In-Store Services Rarely Used
Food Shoppers Make Their Own Decisions in the Store
Food Safety Worries Purchasers of Fresh Meat and Seafood
Mixed Feelings about Fresh Fruits and Vegetables
Store-Prepared Food Items Attract Many Grocery Shoppers

3. What Grocery Shoppers Like (and Don’t Like) about Their Grocery Store
Grocers See Satisfied Shoppers in Their Stores
Vast Majority of Food Shoppers Stick to the Same Store
Few Shoppers View Prices as “Higher than Average”
High Level of Satisfaction with Range of Services and Products Offered by Grocery Store
Grocery Shoppers Want More and Better Ready-to-Eat Meals
Later Hours Would Expand Sales of Self-Serve Food Bars
Shoppers Want Food Industry to Do More about Food Safety
Grocery Shoppers Exhibit High Level of Distrust in Food Labeling
Food Shoppers See Food Stores as Enablers of Unhealthy Eating
The Impact of Wellness Concerns on Grocery Shoppers
Wellness Is a Concern for Many Grocery Shoppers
Overweight Troubles Many Grocery Shoppers
Wellness Concerns Help Drive Grocery Purchase Decisions
More than Half of Grocery Shoppers Avoid High-Calorie Foods
Nutritional Content of Foods Important
Highly Processed Foods an Issue
Health-Enhancing Food and Beverage Products Favored
Food Restrictions Matter to Many
Grocery Product Purchases Reflect Wellness Concerns
Environmental Concerns Affect What Happens in the Aisles of Grocery Stores
What Women (and Men) Want in Grocery Stores
Men Shop for Food More Frequently
Food Shopping on Many “Honey Do” Lists
Men Look for Convenient Parking and Quick Check-Out
In-Store Bakeries More Important to Men
Cleanliness of Store Matters More to Women
Women More Organized When They Go Grocery Shopping
Women Notice Mail Promotions, Men Remember Newspapers Ads or Inserts
Women More Sensitive to Saving Money
Store Brands More Popular among Women
Women Take Harder Line on Role of Food Industry in Unhealthy Eating
Food Shopper Profiles: Key Demographic Segments
Singles vs. Couples without Children and Families with Children
Younger vs. Older Shoppers
Full-Time Workers
An In-Depth Look at Key Motivators for Food Shoppers
Picking Up Ingredients to Prepare a Specific Meal or Recipe at Home
Stocking up on Groceries
Taking Advantage of Sales and Promotions on Specific Items
Picking Up Food in a Grocery Store Rather than Using Fast Food
Food Shopper Profiles: Shopping Patterns
Frequent Food Shoppers

4. Big Spenders
Multi-Store Shoppers
Chapter 2 Food Shopper Insights: Topline Findings
Adapting to Changes in the Path to Purchase before the Grocery Store
Re-Visit the Steps on the Path to Purchase
Get Ready for Mobile In-Store Marketing
Reward Customer Loyalty
Understand Why Grocery Shoppers Decide Where to Shop
Get Brands at the Top of Food Shoppers’ Minds before the Store
Know Who Grocery Shoppers Are
Demographics and Life Stages Make a Difference
Table 2-1: Key Food Shopper Insights by Selected Demographic Characteristics, 2011
Table 2-2: Key Food Shopper Insights by Motivation for Most Recent Grocery Shopping Trip,
2011
Grocery Shopping Habits Tell an Important Story
Table 2-3: Key Food Shopper Insights by Food Shopping Patterns, 2011
Influencing the Path to Purchase of Food Shoppers in the Store
Adapt In-Store Shopper Marketing to Grocery Shopping Patterns
Enhance Brand Involvement
Re-Assess the Value of Packaging
Measure the Impact of In-Store Marketing
Re-Think Store Layouts
Focus on In-Store Services to Increase Contacts with Grocery Shoppers in the Store
Upgrade Store-Prepared Food Items
Table 2-4: Purchase of Store-Prepared Foods on Most Recent Grocery Shopping Trip by
Selected Characteristics, 2011
Build Confidence in Fresh Products and Develop Trust in Labeling
Respond to Health and Wellness Concerns
Reach Out to All Food Shopper Segments
Figure 2-1: Aggregate Consumer Expenditures on Food at Home by Type of Household,
2009
Table 2-5: Profile of Expenditures of Affluent Single Consumers for Eating at Home and
Eating Out, by Gender and Income, 2009
Chapter 3 Engaging Food Shoppers Before the Store: The Topline
Overview
Most Grocery Shoppers Have Short Horizon
Figure 3-1: Top Motivations for Grocery Trips, 2011
Half Shop for Groceries Every Five Days or More Often
Figure 3-2: Frequency of Shopping for Groceries, 2011
Six in Ten Spend Less than $100 on Groceries Weekly
Table 3-1: Average Amount Spent Weekly on Groceries, 2011
Planning Ahead
64% Perform Some Type of Preparation for Shopping
Figure 3-3: Percent of Grocery Shoppers Doing Any Kind of Planning Before Most Recent
Grocery Shopping Trip, 2011
Table 3-2: Percent of Grocery Shoppers Agreeing “I Often Stop by the Grocery Store on the

5. Spur of the Moment,” 2011
Shopping List Is Most Common Form of Preparation
Table 3-3: Most Common Types of Planning for Grocery Shopping Before Most Recent
Grocery Shopping Trip, 2011
Contents of Shopping Lists
Table 3-4: Types of Information on Shopping List Before Most Recent Grocery Shopping,
2011
Gathering Coupons Top Planning Activity for Shoppers Using Both Print Media and Internet
Table 3-5: Type of Planning by Grocery Shoppers Before Most Recent Grocery Shopping
Trip, Print Media vs. Internet, 2011
Promotional Communications from Grocery Stores Reach 31% of Shoppers
Figure 3-4: Percent of Grocery Shoppers Seeing/Hearing Ads or Receiving Promotional
Communications from Store(s) Where They Shopped Most Recently for Groceries, 2011
Table 3-6: Percent of Grocery Shoppers Seeing/Hearing Ads or Receiving Promotional
Communications from Store(s) Where They Shopped Most Recently for Groceries by Type of
Communication, 2011
Choosing a Store
Loyalty a Hallmark of Food Shoppers
Figure 3-5: Percent of Grocery Shoppers Considering Different Stores Before Deciding on
One for Most Recent Grocery Shopping Trip, 2011
Figure 3-6: Length of Time Shopping at Store on Most Recent Grocery Shopping Trip, 2011
Convenience and Low Prices Attract Shoppers
Figure 3-7: Top 7 Reasons for Deciding Where to Shop for Groceries on Most Recent
Grocery Shopping Trip, 2011
Table 3-7: Other Reasons for Deciding Where to Shop for Groceries on Most Recent Grocery
Shopping Trip, 2011
Fresh Fruits and Vegetables Important Shopping Draw
Table 3-8: Types of Products Most Important in Decision Where to Shop for Groceries on
Most Recent Grocery Shopping Trip, 2011
Clean Stores Make a Difference
Table 3-9: Reasons for Avoiding Shopping in Certain Food Stores, 2011
Weekly Specials at the Top of the Minds of Grocery Shoppers
Table 3-10: Awareness of Store’s Involvement in Selected In-Store Services and Programs,
2011
Community Programs Raise Grocers’ Profiles
Table 3-11: Awareness of Store’s Involvement in Selected Community Programs, 2011
Chapter 4 Food Shoppers in the Store: The Topline
Overview
Vast Majority Use Cars to Go Grocery Shopping
Table 4-1: Place of Residence of Food Shoppers, 2011
Figure 4-1: Mode of Transportation Used for Most Recent Grocery Shopping Trip, 2011
One-Store Shopping Predominates
Figure 4-2: Number of Stores Shopped on Most Recent Grocery Shopping Trip, 2011
Discount Stores Attract One in Four Food Shoppers
Table 4-2: Type of Supermarket/Grocery Store Shopped on Most Recent Grocery Shopping
Trip, 2011
Most Grocery Shoppers Go Straight Home from the Store
Figure 4-3: Percent of Grocery Shoppers Going Straight Home after Grocery Shopping on

6. Most Recent Grocery Shopping Trip, 2011
Figure 4-4: Percent of Grocery Shoppers Also Shopping at Stores Unrelated to Food/Grocery
Shopping on Most Recent Grocery Shopping Trip, 2011
Most Grocery Shoppers Shop Alone
Table 4-3: With Whom Shopped on Most Recent Grocery Shopping Trip, 2011
Most Shoppers Spend Less than $50 per Trip
Table 4-4: Amount Spent on Groceries/Food (excluding non-foods) on Most Recent Grocery
Shopping Trip, 2011
Many Grocery Carts Contain Only a Handful of Items
Table 4-5: Number of Groceries/Food Items Purchased on Most Recent Grocery Shopping
Trip, 2011
Table 4-6: Type of Shopping Cart Used on Most Recent Grocery Shopping Trip, 2011
Reusable Shopping Bags Favored by Minority of Shoppers
Figure 4-5: Percent of Grocery Shoppers Bringing Own Reusable Shopping Bags on Most
Recent Grocery Shopping Trip, 2011
Table 4-7: Type of Shopping Bag Used on Most Recent Grocery Shopping Trip, 2011
Customized In-Store Services Rarely Used
Figure 4-6: Use of Customized In-Store Services on Most Recent Grocery Shopping Trip,
2011
Food Shoppers Make Their Own Decisions in the Store
Figure 4-7: Percent of Food Shoppers Discussing Food Product Selections with Store
Associates on Most Recent Grocery Shopping Trip, 2011
Overview of Shopping by Department
Food Safety Worries Purchasers of Fresh Meat and Seafood
Table 4-8: Purchase of Items from Fresh Meat/Poultry/Seafood Department on Most Recent
Grocery Shopping Trip, 2011
Figure 4-8: Percent Agreeing Food Safety Is Major Concern When Buying Fresh Meat,
Poultry or Seafood, 2011
Mixed Feelings about Fresh Fruits and Vegetables
Table 4-9: Attitudes toward Buying Fresh Fruits and Vegetables, 2011
Table 4-10: Purchase of Items from Fresh Fruits and Vegetables Department on Most
Recent Grocery Shopping Trip, 2011
International Items Attract Many Grocery Shoppers
Figure 4-9: Percent of Grocery Shoppers Who Seek Out Authentic International, Regional or
Ethnic Grocery Products, 2011
Figure 4-10: Percent of Grocery Shoppers Who Purchased International/Foreign Grocery
Products on Most Recent Grocery Shopping Trip, 2011
Store-Prepared Food Items Attract Many Grocery Shoppers
Table 4-11: Purchase of Store-Prepared Food Items on Most Recent Grocery Shopping Trip,
2011
Household Products Top List of Non-Food Purchases
Table 4-12: Purchase of Non-Food Products on Most Recent Grocery Shopping Trip, 2011
Chapter 5 What Grocery Shoppers Like (and Don’t Like) about Their Grocery Store
What Grocery Shoppers Like
Grocery Shopping Enjoyable to Most
Figure 5-1: Percent of Grocery Shoppers Agreeing “I Enjoy Grocery Shopping,” 2011
Grocers See Satisfied Shoppers in Their Stores
Table 5-1: Level of Satisfaction with Grocery Store Shopped on Most Recent Grocery

7. Shopping Trip, 2011
Vast Majority of Food Shoppers Stick to the Same Store
Figure 5-2: Percent Shopping at Usual Grocery Store on Most Recent Grocery Shopping Trip,
2011
Few Shoppers View Prices as “Higher than Average”
Table 5-2: Perception of Prices at Grocery Store Shopped on Most Recent Grocery Shopping
Trip, 2011
Grocery Stores Viewed as Convenient
Table 5-3: Perceptions of Convenience of Location of Grocery Store Shopped on Most Recent
Grocery Shopping Trip, 2011
High Level of Satisfaction with Range of Services and Products Offered by Grocery Store
Table 5-4: Level of Satisfaction with Grocery Store Shopped on Most Recent Grocery
Shopping Trip, 2011
Most Shoppers Happy with Store Layout
Figure 5-3: Percent of Grocery Shoppers Agreeing the Layout of the Food Store Where hey
Shopped Most Recently Works Well for Their Needs, 2011
What Grocery Shoppers Don’t Like
Grocery Shoppers Want More and Better Ready-to-Eat Meals
Table 5-5: Attitudes toward Ready-to-Eat Meal Items, 2011
Later Hours Would Expand Sales of Self-Serve Food Bars
Table 5-6: Impact of Late Hours on Food Purchasing Patterns, 2011
Newer Stores Preferred by Many Food Shoppers
Figure 5-4: Percent of Grocery Shoppers Who Prefer to Shop in Newer Food Stores, 2011
Shoppers Want Food Industry to Do More about Food Safety
Table 5-7: Attitudes toward Food Safety, 2011
Grocery Shoppers Exhibit High Level of Distrust in Food Labeling
Table 5-8: Credibility of Labels on Food Products, 2011
Food Shoppers See Food Stores as Enablers of Unhealthy Eating
Table 5-9: Attitudes toward Role of Food Stores in Unhealthy Eating, 2011
Product Packaging Bothers Many Food Shoppers
Table 5-10: Attitudes toward Packaging, 2011
Chapter 6 The Impact of Wellness Concerns on Grocery Shoppers
Introduction
Wellness Is a Concern for Many Grocery Shoppers
Table 6-1: Attitudes toward Wellness and Physical Fitness, 2011
Table 6-2: Percent of Grocery Shoppers Who Work Out, 2011
Overweight Troubles Many Grocery Shoppers
Figure 6-1: Percent of Grocery Shoppers with Someone in the Household Who Is
Overweight, 2011
Table 6-3: Concerns about Being Overweight, 2011
Impact of Health and Wellness Concerns on Grocery Purchase Decisions
Wellness Concerns Help Drive Purchase Decisions of Many Grocery Shoppers
Figure 6-2: Percent of Grocery Shoppers Agreeing “The Groceries I Choose Are Determined
in Part by Specific Wellness Goals and Concerns,” 2011
More than Half of Grocery Shoppers Claim to Avoid High-Calorie Foods
Table 6-4: Percent of Grocery Shoppers Avoiding High-Fat and High-Sugar Foods, 2011
Nutritional Content of Foods Important
Table 6-5: Attitudes toward Nutritional Content of Foods 2011

8. Highly Processed Foods an Issue
Table 6-6: Attitudes toward Processed Foods, 2011
Health-Enhancing Food and Beverage Products Favored
Table 6-7: Attitudes toward Foods Designed to Promote Health and Nutrition, 2011
Food Restrictions Matter to Many
Figure 6-3: Percent of Grocery Shoppers Who Agree That Food Restrictions, Food
Avoidances or Food Allergies Play an Important Role in What Their Household Eats, 2011
Grocery Product Purchases Reflect Health and Wellness Concerns
Table 6-8: Purchase of Grocery Products with Package Labels/Claims on Most Recent
Grocery Shopping Trip by Type of Label, 2011
Environmental Concerns Affect What Happens in the Aisles of Grocery Stores
Table 6-9: Impact of Environmental Concerns on Grocery Shoppers, 2011
Many Grocery Shoppers View “Organic” and “Natural” Claims with Suspicion
Table 6-10: Attitudes toward “Natural” and “Organic” Labeling, 2011
Chapter 7 Food Shoppers at the Shelf: What’s on Their Minds?
The Mindset of Food Shoppers at the Shelf: Overview
Introduction
Key Findings
Table 7-1: Motivations for Buying Selected Products on Most Recent Grocery Shopping Trip,
2011
The Mindset of Shoppers at the Shelf: The Details
Planned vs. Impulse Purchases
Table 7-2: Food Products with the Highest and Lowest Likelihood of Being
“Planned” Purchases by Grocery Shoppers Who Purchased the Product on Most Recent
Grocery Shopping Trip, 2011
Table 7-3: Food Product Purchases Characterized as “Impulse” Purchases by Grocery
Shoppers Who Purchased the Product on Most Recent Grocery Shopping Trip, 2011
Store Brands vs. National Brands
Table 7-4: Attitudes of Grocery Shoppers toward National/Name Brands and Store Brands,
2011
Table 7-5: Food Products Purchased by Grocery Shoppers on Most Recent Grocery Shopping
Trip with the Highest and Lowest Likelihood of Being National/Name Brands, 2011
Table 7-6: Food Products Most Likely to Be Store Brand Purchases Made on Most Recent
Grocery Shopping Trip, 2011
The Force of Habit
Table 7-7: Percent of Grocery Shoppers Having “One Usual Purchase” for Food Products
Bought on Most Recent Grocery Shopping Trip, 2011
Table 7-8: Percent of Grocery Shoppers Citing “Habit” as One of the Main Reasons for
Choosing a Particular Item on Most Recent Grocery Shopping Trip, 2011
Buying on Sale
Figure 7-1: Percent of Grocery Shoppers Who Agree “I Buy a Lot of Grocery Products That
Are on Sale or Promotion,” 2011
Table 7-9: Food Products Most Likely to Be Bought on Sale Compared to Products Most
Likely to Be Perceived as “Lower Priced,” 2011
Table 7-10: Food Products Most Likely Not to Be Bought on Sale Compared to Products Most
Likely to Be Perceived as Having a “Typical/Average Price,” 2011
Favorite Things at the Grocery Store
Table 7-11: Impact of Family Preferences on Grocery Purchases, 2011

9. Table 7-12: Percent of Grocery Shoppers Citing “Personal/Family Favorite” as One of the
Main Reasons for Purchasing Products on Most Recent Grocery Shopping Trip by Type of
Product, 2011
The Importance of Taste, Flavor and Texture
Table 7-13: Percent of Grocery Shoppers Citing “Taste/Flavor/Texture” as One of the Main
Reasons for Purchasing Products on Most Recent Grocery Shopping Trip by Type of Product,
2011
The Search for Convenience
Table 7-14: Percent of Grocery Shoppers Citing “Easy to Prepare/Cook” as One of the Main
Reasons for Purchasing Products on Most Recent Grocery Shopping Trip by Type of Product,
2011
Chapter 8 What Women (and Men) Want in Grocery Stores
Before the Store
Men Shop for Food More Frequently
Figure 8-1: Percent of Male and Female Grocery Shoppers Who Go Grocery Shopping Every
Three Days or More Often, 2011
Food Shopping on Many “Honey Do” Lists
Table 8-1: Selected Motivations for Most Recent Grocery Shopping Trip, Men vs. Women,
2011
Men Look for Convenient Parking and Quick Check-Out
Table 8-2: Selected Factors Most Important in Deciding Where to Shop on Most Recent
Grocery Shopping Trip, Men vs. Women, 2011
In-Store Bakeries More Important to Men
Table 8-3: Selected Products Most Important in Deciding Where to Shop on Most Recent
Grocery Shopping Trip, Men vs. Women, 2011
Cleanliness of Store Matters More to Women
Figure 8-2: Percent of Male and Female Grocery Shoppers Who Agree “I Avoid Shopping in
Stores That Aren’t Extremely Clean,” 2011
Women More Organized When They Go Grocery Shopping
Figure 8-3: Percent of Male and Female Grocery Shoppers Who “Often Stop by the Grocery
Store on the Spur of the Moment,” 2011
Table 8-4: Types of Planning Before Most Recent Grocery Shopping Trip, Men vs. Women,
2011
Table 8-5: Type of Information Included on Shopping List for Most Recent Grocery Shopping
Trip, Men vs. Women, 2011
Women Notice Mail Promotions, Men Remember Newspapers Ads or Inserts
Table 8-6: Awareness of Ads/Marketing Communications before Most Recent Grocery
Shopping Trip, Men vs. Women, 2011
Women More Tuned In to What Grocery Stores Have to Offer
Table 8-7: Awareness of Store’s Involvement in Selected Services and Programs, Men vs.
Women, 2011
In the Store
Advertising Has Greater Impact on Women
Figure 8-4: Percent of Male and Female Grocery Shoppers Who Agree “Advertising Helps Me
Find New Food or Grocery Products,” 2011
Women More Sensitive to Saving Money When Shopping
Figure 8-5: Use of Weekly Specials by Male and Female Grocery Shoppers on Most Recent
Grocery Shopping Trip, 2011

10. Figure 8-6: Use of Coupons/Coupon Codes by Male and Female Grocery Shoppers on Most
Recent Grocery Shopping Trip, 2011
Store Brands More Popular among Women
Figure 8-7: Percent of Male and Female Grocery Shoppers Agreeing Store-Brand Food and
Beverage Products Are Usually as Good Quality as Name Brands, 2011
Women Take Harder Line on Role of Food Industry in Unhealthy Eating
Table 8-8: Attitudes of Male and Female Grocery Shoppers toward Role of Grocery Stores in
Healthy Eating and Food Safety, 2011
Women More Likely to Turn to Others for Food Ideas
Table 8-9: Sources of Ideas for Recipes and Food Products, Men vs. Women, 2011
In-Store Differences between Male and Female Grocery Shoppers
Table 8-10: Profile of In-Store Behavior of Men and Women on Most Recent Grocery
Shopping Trip, 2011
Chapter 9 Food Shopper Profiles: Key Demographic Segments
Family and Single Grocery Shoppers
Families Shop More Often and Spend More
Table 9-1: Frequency of Grocery Shopping and Average Amount Spent Weekly on Groceries
by Household Type, 2011
Singles Devote Less Thought to Grocery Shopping
Table 9-2: Planning Activities Prior to Most Recent Grocery Shopping Trip by Household
Type, 2011
Grocery Shopping Often Part of Larger Shopping Expedition for Families
Table 9-3: Number and Type of Stores Shopped on Last Grocery Shopping Trip by
Household Type, 2011
Table 9-4: With Whom Shopped on Last Grocery Shopping Trip by Household Type, 2011
Family Grocery Shoppers Concerned about Saving Money, Singles Look for Quicker Check-
Out
Table 9-5: Factors Important in Deciding Where to Shop for Groceries by Household Type,
2011
Table 9-6: Percent of Grocery Shoppers Using Any Coupons/Coupon Codes (Food or Non-
Food) and Store Sales Circulars on Most Recent Grocery Shopping Trip by Household Type,
2011
Grocery Spending Patterns Vary across Households
Table 9-7: Amount Spent and Number of Items Purchased on Most Recent Grocery
Shopping Trip by Household Type, 2011
Table 9-8: Types of Products Purchased on Most Recent Grocery Shopping Trip by
Household Type, 2011
Grocery Shoppers with Children More Concerned about Healthy Eating
Figure 9-1: Percent of Grocery Shoppers Agreeing that Grocery Manufacturers Should Do
More to Help Consumers Eat Healthfully, 2011
Younger and Older Food Shoppers
Older Shoppers More Likely to Stick with Same Store
Table 9-9: Store Selection Patterns by Age of Grocery Shopper, 2011
Older Grocery Shoppers Look for Convenience, Younger Shoppers Choose Late Hours
Table 9-10: Factors Most Important in Deciding Where to Shop for Groceries on Most Recent
Grocery Shopping Trip by Age of Grocery Shopper, 2011
Younger Shoppers More Persuaded by Selection of Natural and Organic Foods
Table 9-11: Products Most Important in Deciding Where to Shop for Groceries on Most

11. Recent Grocery Shopping Trip by Age of Grocery Shopper, 2011
Spur-of-the-Moment Shopping Doesn’t Work for 50+ Grocery Shoppers
Figure 9-2: Percent of Grocery Shoppers Who Often Stop by the Grocery Store on the Spur
of the Moment by Age Group, 2011
Younger Shoppers More Likely to Turn to the Internet to Plan Their Grocery Shopping Trips
Table 9-12: Types of Planning before Most Recent Grocery Shopping Trip by Age of Grocery
Shopper, 2011
Under-50 Grocery Shoppers More Alert to Marketing Outreach from Store
Table 9-13: Awareness of Promotional Communications Before Most Recent Grocery
Shopping Trip by Age of Grocery Shopper, 2011
Food Stores Popular among Under-50 Shoppers as Alternative to Kitchen
Table 9-14: Where Grocery Shoppers Go When They Don’t Get Food for Meals and Snacks
from Kitchen by Age of Grocery Shopper, 2011
Table 9-15: Attitudes toward Ready-to-Eat Food by Age of Grocery Shopper, 2011
Younger Grocery Shoppers Go For Single-Serve Beverages
Figure 9-3: Percent of Grocery Shoppers Purchasing Single-Serve Beverages for Immediate
Consumption on Most Recent Grocery Shopping Trip by Age Group, 2011
In-Store Behavior of Older and Younger Shoppers Profiled
Table 9-16: Profile of Most Recent Grocery Shopping Trip by Age of Grocery Shopper, 2011
Food Shoppers Who Work Full-Time
Spur-of-the-Moment Food Shopping More Common among Full-time Workers
Figure 9-4: Percent of Grocery Shoppers Who Often Stop by the Grocery Store on the Spur
of the Moment by Employment Status, 2011
Full-Time Workers Turn to the Internet When They Do Plan Trips to the Grocery Store
Table 9-17: Types of Planning Activities before Most Recent Grocery Shopping Trip by
Employment Status, 2011
Food Stores Source of Meals and Snacks for Full-Time Workers
Table 9-18: Where Grocery Shoppers Go When They Don’t Get Food for Meals and Snacks
from Kitchen by Employment Status, 2011
Table 9-19: Importance of Store-Prepared Foods to Grocery Shoppers by Employment
Status, 2011
Table 9-20: Selected Purchases on Most Recent Grocery Shopping Trip by Employment
Status, 2011
Chapter 10 An In-Depth Look at Key Motivators for Food Shoppers
Introduction
Picking Up Ingredients to Prepare a Specific Meal or Recipe at Home
Menus and Recipes on the Mind of Many Grocery Shoppers
Table 10-1: Likelihood of Searching for Recipes and Meal Planning Information Before Most
Recent Grocery Shopping Trip, Grocery Shoppers Picking Up Ingredients to Prepare a
Specific Meal or Recipe at Home vs. Grocery Shoppers as a Whole, 2011
TV Chefs Source of Cooking Ideas
Figure 10-1: Percent Getting Ideas from TV Cooking Shows about What to Eat and Cook,
Grocery Shoppers Picking Up Ingredients to Prepare a Specific Meal or Recipe at Home vs.
Grocery Shoppers as a Whole, 2011
Specialty Foods Important
Table 10-2: Reasons for Deciding Where to Shop on Most Recent Grocery Shopping Trip,
Grocery Shoppers Picking Up Ingredients to Prepare a Specific Meal or Recipe at Home vs.
Grocery Shoppers as a Whole, 2011

12. In-Store Behavior of Shoppers with a Specific Meal or Recipe in Mind
Table 10-3: In-Store Profile of Most Recent Grocery Shopping Trip, Grocery Shoppers
Picking Up Ingredients to Prepare a Specific Meal or Recipe at Home vs. Grocery Shoppers
as a Whole, 2011
Stocking up on Groceries
Stocking Up Means Looking for Value
Table 10-4: Impact of Money-Saving Factors in Deciding Where to Shop on Most Recent
Grocery Shopping Trip, Shoppers Stocking Up on Groceries vs. Grocery Shoppers as a
Whole, 2011
Table 10-5: Money-Saving Shopping Activities on Most Recent Grocery Shopping Trip,
Shoppers Stocking Up on Groceries vs. Grocery Shoppers as a Whole, 2011
Store’s Product Selection Important to Grocery Shoppers Stocking Up
Table 10-6: Most Important Factors in Deciding Where to Shop on Most Recent Grocery
Shopping Trip, Shoppers Stocking Up on Groceries vs. Grocery Shoppers as a Whole, 2011
Shoppers Stocking Up on Groceries More Likely to Buy Non-Food Products
Table 10-7: In-Store Profile of Most Recent Grocery Shopping Trip, Grocery Shoppers
Stocking Up on Groceries vs. Grocery Shoppers as a Whole, 2011
Taking Advantage of Sales and Promotions on Specific Items
Bargain Hunters Track Sales and Promotions
Table 10-8: Reasons for Deciding Where to Shop for Groceries on Most Recent Grocery
Shopping Trip, Grocery Shoppers Taking Advantage of Sale/Promotion vs. Grocery Shoppers
as a Whole, 2011
Grocery Shoppers in Search of Sales Make Meticulous Plans
Table 10-9: Types of Planning before Most Recent Grocery Shopping Trip, Grocery Shoppers
Taking Advantage of Sale/Promotion vs. Grocery Shoppers as a Whole, 2011
Bargain Hunters Make Heavy Use of Store Circulars
Table 10-10: In-Store Profile of Most Recent Grocery Shopping Trip, Grocery Shoppers
Taking Advantage of Sale/Promotion vs. Grocery Shoppers as a Whole, 2011
Picking Up Food in a Grocery Store Rather than Using Fast Food
Shoppers Out to Get Meals in Food Stores Want Higher Quality
Table 10-11: Attitudes toward Ready-to-Eat Meals in Food Stores, Grocery Shoppers Picking
Up Food In Store Rather Than Using Fast Food vs.
All Grocery Shoppers, 2011
Figure 10-2: Percent Considering Store-Prepared Foods an Important Factor in Deciding
Where to Shop on Most Recent Grocery Shopping Trip, Grocery Shoppers Picking Up Food In
Store Rather Than Using Fast Food vs. All Grocery Shoppers, 2011
Late Hours Important
Table 10-12: Factors Important in Deciding Where to Shop on Most Recent Grocery
Shopping Trip, Grocery Shoppers Picking Up Food In Store Rather Than Using Fast Food vs.
All Grocery Shoppers, 2011
Store-Prepared Foods Attract Big Spenders
Table 10-13: In-Store Profile of Most Recent Grocery Shopping Trip, Grocery Shoppers
Picking Up Food In Store Rather Than Using Fast Food vs. All Grocery Shoppers, 2011
Chapter 11 Food Shopper Profiles: Shopping Patterns
Frequent Food Shoppers
Frequent Grocery Shoppers Substitute Food Store for Kitchen
Figure 11-1: Percent of Grocery Shoppers Who “Go to Food Stores When They Don’t Get
Food for Meals and Snacks from Kitchen” by Frequency of Grocery Shopping, 2011

13. Frequent Food Shoppers More Tuned In to Stores’ Promotional Communications
Table 11-1: Before-the-Store Profile of Grocery Shoppers on Most Recent Grocery Shopping
Trip by Frequency of Grocery Shopping, 2011
Profile of In-Store Behavior of Frequent Food Shoppers
Table 11-2: In-Store Profile of Grocery Shoppers on Most Recent Grocery Shopping Trip by
Frequency of Grocery Shopping, 2011
Big Spenders
Families Anchor Big Grocery Spender Segment
Table 11-3: With Whom Shopped on Last Grocery Shopping Trip by Average Amount Spent
Weekly, 2011
Big Spenders Buy from All Grocery Store Departments
Table 11-4: In-Store Profile of Grocery Shoppers on Most Recent Grocery Shopping Trip by
Average Amount Spent Weekly, 2011
Multi-Store Shoppers
Multi-Store Grocery Shopping Trips Based on Careful Planning
Figure 11-2: Percent of Grocery Shoppers Doing Any Kind of Planning before Most Recent
Grocery Shopping Trip by Number of Grocery Stores Visited, 2011
Table 11-5: Planning Activities before Most Recent Grocery Shopping Trip by Number of
Grocery Stores Visited, 2011
Multi-Store Shoppers Seek Out Value
Table 11-6: Awareness of Promotions and Use of Coupons and Other Money-Saving Tools
Before Most Recent Grocery Shopping Trip by Number of Grocery Stores Shopped, 2011
Table 11-7: Factors Affecting Choice of Grocery Stores Before Most Recent Grocery
Shopping Trip by Number of Grocery Stores Visited, 2011
Discount Stores Attract Multi-Store Shoppers
Table 11-8: Profile of Most Recent Grocery Shopping Trip by Number of Grocery Stores
Shopped, 2011
Multi-Store Shoppers Turn to Store Personnel for Help
Table 11-9: Use of In-Store Services by Grocery Shoppers on Most Recent Grocery
Shopping Trip by Number of Grocery Stores Shopped, 2011
Multi-Store Shoppers Are Big Spenders
Table 11-10: In-Store Behavior on Most Recent Grocery Shopping Trip by Number of
Grocery Stores Shopped, 2011
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