MASterIndex report by meghan-annerien


MASterIndex   ™   report:
CheCkIng out the CAnAdIAn
groCery ShoppIng experIenCe
2008 MASterIndex™ report:
CheCkIng out the CAnAdIAn
groCery ShoppIng experIenCe

[1]   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   [2]
          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.

[3]   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   [4]
          the rISe
      of the MAle
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
MultIple Adult             primary      female primary
                                                            gives them time alone, which is likely also
houSeholdS                 Shopper
                                        grocery Shopper
                                             44%            the reason why independent shoppers are
                                                            most likely women.
                                   Shared                 • Men, given the fact they are less likely to have
                                    41%                     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
                                             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.

• 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
• 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
• 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   [6]
                                          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.
[7]   2008 MasterIndex™ report
  AverAge AnnuAl houSehold expendIture per regIon

         AlbertA                                $7,481
                   prAIrIeS             QuebeC
                    $6,835              $7,378

                                        2008 MasterIndex™ report   [8]
                                 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.

[9]   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
                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.

To top