2008 MASterIndex ™ report: CheCkIng out the CAnAdIAn groCery ShoppIng experIenCe 2008 MASterIndex™ report: CheCkIng out the CAnAdIAn groCery ShoppIng experIenCe  2008 MasterIndex™ report 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. 2008 MasterIndex™ report  CAnAdIAn groCery ShoppIng behAvIour CAnAdIAnS’ ShoppIng ACtIvIteS • Once in store, quick trip shoppers are more fAll Into two Core CAtegorIeS: focused and tend to only shop in sections that 1.The quick trip, which is often needed for they need. General stock-up shoppers are more traditional staples such as fruit, milk or willing to browse various aisles. bread, but also for convenient dinners or • Although lists are often used for both types of snack foods such as fresh dinner meals, pop trips, more than seven in 10 admit that they and salty snacks. shop beyond their list. 2.The stock-up trip, which typically occurs once a week and are on average tIMe to Shop: approximately two and a half times longer • Canadians go on 37 general than a quick trip. stock-up trips per year at an average of 44 minutes generAl StoCk-up vS. QuICk trIp: in the store – with an • Quick trips most often happen mid-week while additional 13 minutes of general stock-ups are most likely to occur on travel time – for a total of Saturdays. 57 minutes on average. • Half of the respondents go shopping at least • Canadians also go on an once a week, with quick trips occurring more average of 76 quick pick-up frequently than general stock-ups. trips per year at an average of 18 minutes • Shoppers are much more likely to shop alone in the store – with an additional 9 minutes during a quick trip then during a general of travel time – for a total of 27 minutes on stock-up trip. average.  2008 MasterIndex™ report • The average distance traveled for a quick trip ShoppIng IS SoMetIMeS among all shoppers is 2 km and 3.5 km for InfluenCed by prICe: stock-up trips, suggesting that most Canadians • On average people spend four times more shop close to home. money during a general stock-up shopping • The mean time spent grocery shopping trip than on a quick trip. (including travel) for men and women are • The average amount spent per year on approximately the same. Only men express a general stock-up trips is only 1.5 times strong preference to spend less time shopping greater than quick trips, due to the lower than they currently do. incidence of general stock-up trips taken • The presence of kids in the household is the every 12 months. key determinant of shopping frequency. In • There is little difference between the addition, if kids are in the household they amounts that woman and men spend during are very likely to be taken on shopping trips. either general stock-up trips ($141.83 vs. 46 per cent of households with kids usually $134.83 for men) or quick trips ($34.21 vs. take them on a quick trip and 51 per cent $31.30 for men). bring their kids along on a stock-up trip. CoMplAIntS And ShoppIng etIQuette • Almost a quarter of 25 – 29 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 Buy items that are not on your list but that catch your eye 23% 58% Check flyers before going to see what is on sale 54% 27% Go to a store to buy an item that was on sale 28% 48% Switch to another check out lane to get out faster 24% 48% Bring your own bag 45% 24% often Buy bulk items 20% 48% Purchase at the in-store deli counter 22% 45% SoMetIMeS Try free samples 20% 43% Bring coupons to redeem 23% 39% Purchase at the in-store butcher 17% 39% Travel to more than one store in one trip to get different items on sale 18% 34% Switch to a different store from my usual 13% 36% one after seeing a sale item in a flyer Buy organic food items 9% 28% Read magazines while waiting at the check out 5% 15% 2008 MasterIndex™ report  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 gender dIfferenCeS are relatively more likely to buy treats and snacks. • Overall shopping enjoyment is only slightly In comparison, women tend to buy all categories, higher among women (59% vs. 55%). but will more often buy household items such • This enjoyment is driven by an exploratory as detergent, cleaning supplies and paper items. nature; respondents find bargain-hunting This may help to explain a main complaint among appealing and like finding new products. women that they dislike shopping due to the weight • According to the survey, men say they like of groceries and the difficulty in carrying them. grocery shopping because it gives them time with their spouse/partner or family. reSponSIbIlIty In • Women say they enjoy shopping because it Male MultIple Adult primary female primary gives them time alone, which is likely also grocery houSeholdS Shopper 15% grocery Shopper 44% the reason why independent shoppers are most likely women. Shared • Men, given the fact they are less likely to have responsibility 41% primary responsibility for grocery shopping are less likely to take general stock-up trips alone – 62 per cent go with their partner.  2008 MasterIndex™ report IMpACt of Age has a significant impact on shopper attitude and behaviour. Shopping enjoyment goes down steadily as consumers age, particularly among An AgIng 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. populAtIon • 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 53 per Cent of ShopperS money on quick trips per Aged 60 or over uSe A lISt even year. when MAkIng A QuICk trIp • 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. 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.  2008 MasterIndex™ report AverAge AnnuAl houSehold expendIture per regIon bC $7,426 eASt AlbertA $7,481 $7,762 prAIrIeS QuebeC $6,835 $7,378 ontArIo $6,612 2008 MasterIndex™ report  whAt’S Supermarkets are the most common destinations for grocery shopping and are chosen by shoppers because they are a single location to purchase all In Store? 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.  2008 MasterIndex™ report key MotIvAtorS to Shop At A • The importance of a nice shopping environment pArtICulAr groCery Store: (39% vs. 32% for men) and the quality of • The top three motivators that men and fresh food (62% vs. 53% for men) are also women choose to shop at a store are for key when selecting a store. general stock-up: • Only two in 10 shoppers will visit multiple 1. The store location is close to home (71% stores in an effort to pick up different items for women and 70% for men). on sale; however, a third of respondents will 2. The store has a good range of food items choose a store based on the price of items. (68% for women and 69% for men). • A main grocery shopping related complaint 3. The store has all the items I need in one among women is that they are more likely to place (65% for women and 63% for men). dislike shopping due to the weight of groceries and the difficulty in carrying them. reASonS for Store ChoICe generAl StoCk-up QuICk trIp Has a good range of food items 9% 62% 5% 54% Price is good for food items 21% 48% 10% 41% Has all the items I need in 1 place 23% 41% 16% 41% Location is close to home 20% 39% 47% 33% Quality of fresh food items is very good 8% 50% 7% 42% Price is good for household products 3% 45% 1% 25% Has a good range of non-food items 1% 44% 31% Often has deep discounts on specific items 7% 38% 3% 27% A nice environment to shop in 2% 34% 1% 31% Parking/close to public transit 31% 1% 27% Price is good for healthy/beauty items 29% 17% Great customer service 1% 24% 1% 24% MAIn reASon I can collect reward points 4% 19% 2% 19% 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. 2008 MasterIndex™ report [ 10 ] 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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