Shoppers have told us that as a result of the economic downturn they have been shopping around more and spending more time shopping to get the best deals.

While the number of main shopping trips had changed very little over the previous three years, shoppers reported an increase in top-up shopping trips.

Shoppers have also voted for a greater diversity in where they shop in the future, with significantly more intending to visit convenience stores, discounters and farmers markets as well as shopping online in the next few years.

• 2.6 (the number of shopping trips for groceries per week)
• £30.3bn – the value of the convenience sector in 2009
• £41.4bn – predicted value by 2014
   

What is behind shoppers need for top-up shopping?

It appears from our latest research (Meal Occasions report, 2010) that shoppers are not giving enough thought when planning their shopping trips. While as many as six in ten (60%) shoppers write a shopping list before going on their ‘main’ grocery shopping trip, relatively few (38%) plan ahead for meals over the course of a week.

• 60% write a shopping list
• 38% plan ahead for meals
   

Shoppers using a variety of tactics in-store

Shoppers are using a variety of methods when planning their food shopping. With as many as three in five (62%) not planning beyond the next meal, this offers significant opportunities to inspire shoppers in-store. Our research provides a guide on how best to spot these shoppers once they are in-store by their demographic profile:

• Shoppers with children are significantly more likely to plan ahead for meals. Those aged 25-34 and with younger children are more likely to write a shopping list and plan for the meals
   
• In contrast 35-54 year olds and those with older children are more likely than average to have no list but just plan in their minds the meals they will have
   
• A quarter (24%) of shoppers admit that they write a shopping list but do not plan for specific meals, particularly older shoppers aged 55 and over and those from higher social groups (BC1). They are most likely to live in rural and suburban areas and in the South of England
   
• One in seven (14%) just buy what they fancy when they go shopping. Shoppers from lower social classes (DE), without children and those living in single households are more likely to buy what they fancy
   
• The same proportion (14%) jot down a few items but don’t plan for specific meals, particularly shoppers living in rural areas
   
• 6% tend to shop regularly for meals for that day or the next day. Younger shoppers aged 15-24 are most likely to shop this way

With so many not knowing what meals they will be having from one day to the next, it appears that shoppers are looking to the food industry to assist them in their shopping. This help can come in different ways:

Research that we conducted last year (Source: Promotions and Customer Loyalty, IGD 2009) showed that promotions have a greater influence than other factors such as advertising, merchandising or advocacy in persuading shoppers to buy new food or grocery products.

Shoppers told us that, as a result of the downturn, they were shopping around and looking out more for the best deals. They were also scrutinising the promotion labels closely. In many cases they were comparing different promotions and offers on the same fixture, with some also comparing them with promotions they knew were available at other stores.

Our latest research found that many shoppers are increasingly relying on offers in helping them to choose their meals for the week.

Many found the offers too tempting to attempt to stick to a list made up of meals for the week.
 

I am a supermarket’s dream. I get taken in with all the offers. I end up spending so much more money than if I went online.     Ruislip, female, children aged 6+ C2D

Some shoppers also want to be tempted by meal suggestions. ‘Meal Deals’ have proved to be a compelling proposition in a climate in which shoppers are still seeking to indulge themselves, while limiting their spending. Some respondents in our research believed that ‘meal deals’ provided a cheaper and sometimes better quality experience. It also helped to save them time when shopping.

Many were also in favour of other in-store merchandising initiatives that combined different meal ingredient products in the same location in-store. This helped to provide inspiration to those shoppers who found it difficult to plan their meals.

In recent years shoppers have benefited from increased access to recipes for quick meals in key food related media such as magazines, TV, online and books. Delia Smith and Heston Blumenthal have been showcasing different recipes as part of Waitrose’ latest advertising campaign.

Our research shows that there is unmet demand from shoppers for more information on what to cook by having more recipe cards in-store or having large pictures of meals next to fixtures.
 

I’m always looking out for ideas as I go round the store. Hatch End, female, children aged under 6, BC1

With a majority not planning ahead for meals, different approaches will be required when communicating meal solutions to shoppers. Some can only be influenced at home while others are looking to be inspired in-store.

However, it is also important to recognise that some shoppers will always need to top-up on their shopping. The forecast growth for top-up shopping in the convenience channel makes it essential to appreciate the trends and characteristics which are particular to convenience multiples and to develop plans which exploit these.
 

More information:

	Free seminars Following the shopper: The art of successful business planning
	Michael is one of the presenters at the forthcoming FREE Leading Edge master classes, taking place during October and November 2010. Find out more and book your places here.

	Meal Occasions – appealing to changes in shopper behaviour report
	The way people live, how they shop and their cooking and eating habits are changing, presenting new opportunities for business. Find out how to adapt ranging, promotions and merchandising to meet changes in meal occasions with this latest IGD consumer research report.

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Michael Freedman is a Senior Consumer Analyst at IGD, specialising in research projects on emerging trends affecting the food and grocery industry.

Michael is an experienced presenter who regularly delivers bespoke briefings and training courses on shopper behaviour. Michael is the author of IGD's Promotions and Customer Loyalty, Online Shopping 2009, and Meal Occasions reports.