There has been a shake-up in the grocery aisles for some time now. Big changes have occurred as to how consumers are shopping, who is shopping, and when and what they are eating. This shift disrupts the traditional ways of understanding and marketing to shoppers, making it more necessary for grocery retailers to adapt their merchandising efforts as shopper’s needs evolve.
Today’s shoppers are using as many as 5 different retail channels to purchase groceries - trying to find the precise mix of value, quality and convenience, according to a Deloitte report. 61% are willing to drive farther for a lower price and 75% of consumers choose which store to do their shopping based upon the store’s produce department.
Who is doing the shopping has also evolved. According to the 2015 Food Marketing Institute (FMI) Grocery Trend report the primary shopping responsibilities within households is being shared; with men accounting for 43% and women accounting for 57% of the shopping. So,