Food Shopper Insights: Grocery Shopping Trends in the U.S.

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Published Jul 1, 2011 | 182 Pages | Pub ID: LA6077723

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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.

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.

  • 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.


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        •   Key Food Shopper Insights by Selected Demographic Characteristics, 2011
        •   Key Food Shopper Insights by Motivation for Most Recent Grocery Shopping Trip, 2011

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        •   Key Food Shopper Insights by Food Shopping Patterns, 2011

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        •   Purchase of Store-Prepared Foods on Most Recent Grocery Shopping Trip by Selected Characteristics, 2011
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        •   Profile of Expenditures of Affluent Single Consumers for Eating at Home and Eating Out, by Gender and Income, 2009

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        •   Average Amount Spent Weekly on Groceries, 2011 (percent of grocery shoppers)

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        •   Percent of Grocery Shoppers Agreeing “I Often Stop by the Grocery Store on the Spur of the Moment,” 2011

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        •   Most Common Types of Planning for Grocery Shopping Before Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers doing any type of planning)

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        •   Types of Information on Shopping List Before Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers who made grocery lists)

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        •   Type of Planning by Grocery Shoppers Before Most Recent Grocery Shopping Trip, Print Media vs. Internet, 2011 (percent of grocery shoppers doing any type of planning)

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        •   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

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        •   Other Reasons for Deciding Where to Shop for Groceries on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)

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        •   Types of Products Most Important in Decision Where to Shop for Groceries on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)

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        •   Reasons for Avoiding Shopping in Certain Food Stores, 2011 (percent of grocery shoppers)

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        •   Awareness of Store's Involvement in Selected In-Store Services and Programs, 2011 (percent of grocery shoppers)

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        •   Awareness of Store's Involvement in Selected Community Programs, 2011 (percent of grocery shoppers)

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        •   Place of Residence of Food Shoppers, 2011 (percent of grocery shoppers)
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        •   Type of Supermarket/Grocery Store Shopped on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
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        •   With Whom Shopped on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)

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        •   Amount Spent on Groceries/Food (excluding non-foods) on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)

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        •   Number of Groceries/Food Items Purchased on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
        •   Type of Shopping Cart Used on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)

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        •   Type of Shopping Bag Used on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
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        •   Purchase of Items from Fresh Meat/Poultry/Seafood Department on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)

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        •   Attitudes toward Buying Fresh Fruits and Vegetables, 2011 (percent of grocery shoppers)
        •   Purchase of Items from Fresh Fruits and Vegetables Department on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
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        •   Purchase of Store-Prepared Food Items on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)

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        •   Purchase of Non-Food Products on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)

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        •   Level of Satisfaction with Grocery Store Shopped on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
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        •   Perception of Prices at Grocery Store Shopped on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)

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        •   Perceptions of Convenience of Location of Grocery Store Shopped on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)

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        •   Level of Satisfaction with Grocery Store Shopped on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
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        •   Attitudes toward Ready-to-Eat Meal Items, 2011 (percent of grocery shoppers)

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        •   Impact of Late Hours on Food Purchasing Patterns, 2011 (percent of grocery shoppers)
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        •   Attitudes toward Food Safety, 2011 (percent of grocery shoppers)

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        •   Credibility of Labels on Food Products, 2011 (percent of grocery shoppers)

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        •   Attitudes toward Role of Food Stores in Unhealthy Eating, 2011 (percent of grocery shoppers)

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        •   Attitudes toward Packaging, 2011 (percent of grocery shoppers)

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        •   Attitudes toward Wellness and Physical Fitness, 2011 (percent of grocery shoppers)
        •   Percent of Grocery Shoppers Who Work Out, 2011

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        •   Concerns about Being Overweight, 2011 (percent of grocery shoppers)

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        •   Percent of Grocery Shoppers Avoiding High-Fat and High-Sugar Foods, 2011

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        •   Attitudes toward Nutritional Content of Foods, 2011 (percent of grocery shoppers)

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        •   Attitudes toward Processed Foods, 2011 (percent of grocery shoppers)

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        •   Attitudes toward Foods Designed to Promote Health and Nutrition, 2011 (percent of grocery shoppers)
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        •   Purchase of Grocery Products with Package Labels/Claims on Most Recent Grocery Shopping Trip by Type of Label, 2011 (percent of grocery shoppers)

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        •   Impact of Environmental Concerns on Grocery Shoppers, 2011 (percent of grocery shoppers)

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        •   Attitudes toward "Natural" and "Organic" Labeling, 2011 (percent of grocery shoppers)

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        •   Motivations for Buying Selected Products on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers buying the product)

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        •   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 (percent of grocery shoppers buying the product)
        •   Food Product Purchases Characterized as "Impulse" Purchases by Grocery Shoppers Who Purchased the Product on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers buying the product)

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        •   Attitudes of Grocery Shoppers toward National/Name Brands and Store Brands, 2011 (percent of grocery shoppers who purchased the product)
        •   Food Products Purchased by Grocery Shoppers on Most Recent Grocery Shopping Trip with the Highest and Lowest Likelihood of Being National/Name Brands, 2011 (percent of grocery shoppers)
        •   Food Products Most Likely to Be Store Brand Purchases Made on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers who purchased the product)

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        •   Percent of Grocery Shoppers Having "One Usual Purchase" for Food Products Bought on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)
        •   Percent of Grocery Shoppers Citing "Habit" as One of the Main Reasons for Choosing a Particular Item on Most Recent Grocery Shopping Trip, 2011

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        •   Food Products Most Likely to Be Bought on Sale Compared to Products Most Likely to Be Perceived as "Lower Priced," 2011 (percent of grocery shoppers who purchased the product on their most recent grocery shopping trip)
        •   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 (percent of grocery shoppers who purchased the product on their most recent grocery shopping trip)

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        •   Impact of Family Preferences on Grocery Purchases, 2011 (percent of grocery shoppers)
        •   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

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        •   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

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        •   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 (percent of grocery shoppers)

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        •   Selected Motivations for Most Recent Grocery Shopping Trip, Men vs. Women, 2011 (percent of grocery shoppers) Grocery Shoppers

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        •   Selected Factors Most Important in Deciding Where to Shop on Most Recent Grocery Shopping Trip, Men vs. Women, 2011 (percent of grocery shoppers)

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        •   Selected Products Most Important in Deciding Where to Shop on Most Recent Grocery Shopping Trip, Men vs. Women, 2011 (percent of grocery shoppers) Grocery Shoppers
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        •   Types of Planning Before Most Recent Grocery Shopping Trip, Men vs. Women, 2011 (percent of grocery shoppers)
        •   Type of Information Included on Shopping List for Most Recent Grocery Shopping Trip, Men vs. Women, 2011 (percent of grocery shoppers preparing shopping list)

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        •   Awareness of Ads/Marketing Communications before Most Recent Grocery Shopping Trip, Men vs. Women, 2011 (percent of grocery shoppers)

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        •   Awareness of Store's Involvement in Selected Services and Programs, Men vs. Women, 2011 (percent of grocery shoppers)

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        •   Attitudes of Male and Female Grocery Shoppers toward Role of Grocery Stores in Healthy Eating and Food Safety, 2011 (percent of grocery shoppers)

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        •   Sources of Ideas for Recipes and Food Products, Men vs. Women, 2011 (percent of grocery shoppers)

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        •   Profile of In-Store Behavior of Men and Women on Most Recent Grocery Shopping Trip, 2011 (percent of grocery shoppers)

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        •   Frequency of Grocery Shopping and Average Amount Spent Weekly on Groceries by Household Type, 2011 (percent of grocery shoppers)

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        •   Planning Activities Prior to Most Recent Grocery Shopping Trip by Household Type, 2011 (percent of grocery shoppers doing any type of planning)

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        •   Number and Type of Stores Shopped on Last Grocery Shopping Trip by Household Type, 2011 (percent of grocery shoppers)
        •   With Whom Shopped on Last Grocery Shopping Trip by Household Type, 2011 (percent of grocery shoppers)

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        •   Factors Important in Deciding Where to Shop for Groceries by Household Type, 2011
        •   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

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        •   Amount Spent and Number of Items Purchased on Most Recent Grocery Shopping Trip by Household Type, 2011 (percent of grocery shoppers)
        •   Types of Products Purchased on Most Recent Grocery Shopping Trip by Household Type, 2011 (percent of grocery shoppers)
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        •   Store Selection Patterns by Age of Grocery Shopper, 2011 (percent of grocery shoppers)

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        •   Factors Most Important in Deciding Where to Shop for Groceries on Most Recent Grocery Shopping Trip by Age of Grocery Shopper, 2011 (percent of grocery shoppers)

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        •   Products Most Important in Deciding Where to Shop for Groceries on Most Recent Grocery Shopping Trip by Age of Grocery Shopper, 2011 (percent of grocery shoppers)
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        •   Types of Planning before Most Recent Grocery Shopping Trip by Age of Grocery Shopper, 2011 (percent of grocery shoppers doing any type of planning)

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        •   Awareness of Promotional Communications Before Most Recent Grocery Shopping Trip by Age of Grocery Shopper, 2011 (percent of grocery shoppers)

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        •   Where Grocery Shoppers Go When They Don't Get Food for Meals and Snacks from Kitchen by Age of Grocery Shopper, 2011 (percent of grocery shoppers)
        •   Attitudes toward Ready-to-Eat Food by Age of Grocery Shopper, 2011 (percent of grocery shoppers)
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        •   Profile of Most Recent Grocery Shopping Trip by Age of Grocery Shopper, 2011 (percent of grocery shoppers)

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        •   Types of Planning Activities before Most Recent Grocery Shopping Trip by Employment Status, 2011 (percent of grocery shoppers doing any type of planning)

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        •   Where Grocery Shoppers Go When They Don't Get Food for Meals and Snacks from Kitchen by Employment Status, 2011 (percent of grocery shoppers)
        •   Importance of Store-Prepared Foods to Grocery Shoppers by Employment Status, 2011 (percent of grocery shoppers)
        •   Selected Purchases on Most Recent Grocery Shopping Trip by Employment Status, 2011 (percent of grocery shoppers)

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        •   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 (percent of grocery shoppers doing any type of planning)
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        •   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

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        •   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

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        •   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 (percent of grocery shoppers)
        •   Money-Saving Shopping Activities on Most Recent Grocery Shopping Trip, Shoppers Stocking Up on Groceries vs. Grocery Shoppers as a Whole, 2011 (percent of grocery shoppers)

      • $132.00 Included
        •   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 (percent of grocery shoppers)

      • $272.00 Included
        •   In-Store Profile of Most Recent Grocery Shopping Trip, Grocery Shoppers Stocking Up on Groceries vs. Grocery Shoppers as a Whole, 2011 (percent of grocery shoppers)

    • $422.00 Included

      • $105.00 Included
        •   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 (percent of grocery shoppers)

      • $131.00 Included
        •   Types of Planning before Most Recent Grocery Shopping Trip, Grocery Shoppers Taking Advantage of Sale/Promotion vs. Grocery Shoppers as a Whole, 2011 (percent of grocery shoppers doing any type of planning)

      • $182.00 Included
        •   In-Store Profile of Most Recent Grocery Shopping Trip, Grocery Shoppers Taking Advantage of Sale/Promotion vs. Grocery Shoppers as a Whole, 2011 (percent of grocery shoppers)

    • $540.00 Included

      • $151.00 Included
        •   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

      • $127.00 Included
        •   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 (percent of grocery shoppers)

      • $258.00 Included
        •   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 (percent of grocery shoppers)

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    • $365.00 Included
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        $93.00 Included

      • $128.00 Included
        •   Before-the-Store Profile of Grocery Shoppers on Most Recent Grocery Shopping Trip by Frequency of Grocery Shopping, 2011 (percent of grocery shoppers)

      • $177.00 Included
        •   In-Store Profile of Grocery Shoppers on Most Recent Grocery Shopping Trip by Frequency of Grocery Shopping, 2011 (percent of grocery shoppers)

    • $292.00 Included

      • $93.00 Included
        •   With Whom Shopped on Last Grocery Shopping Trip by Average Amount Spent Weekly, 2011 (percent of grocery shoppers)

      • $212.00 Included
        •   In-Store Profile of Grocery Shoppers on Most Recent Grocery Shopping Trip by Average Amount Spent Weekly, 2011 (percent of grocery shoppers)

    • $811.00 Included

      • $153.00 Included
        •   Planning Activities before Most Recent Grocery Shopping Trip by Number of Grocery Stores Visited, 2011 (percent of grocery shoppers doing any kind of planning)

      • $231.00 Included
        •   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 (percent of grocery shoppers)
        •   Factors Affecting Choice of Grocery Stores Before Most Recent Grocery Shopping Trip by Number of Grocery Stores Visited, 2011 (percent of grocery shoppers)

      • $116.00 Included
        •   Profile of Most Recent Grocery Shopping Trip by Number of Grocery Stores Shopped, 2011 (percent of grocery shoppers)

      • $93.00 Included
        •   Use of In-Store Services by Grocery Shoppers on Most Recent Grocery Shopping Trip by Number of Grocery Stores Shopped, 2011 (percent of grocery shoppers)

      • $232.00 Included
        •   In-Store Behavior on Most Recent Grocery Shopping Trip by Number of Grocery Stores Shopped, 2011 (percent of grocery shoppers)

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