;; MARCH ;;;; WINSIGHT GROCERY BUSINESS
Away-From-Home
Takes the Lead
Decline in share of
at-home spending from
;;;; to ;;;; to ;;. ;;,
which is now led
by away-from-home spending.
;;; of ;;- to ;;-year-olds
commit only about ;;; of
their total food and beverage
spending to grocery stores,
according to a Harris Poll survey.
CHECK IT OUT
Dishing
on Who
Is Eating
Where
4.8%
A quick-bite breakdown of the numbers behind industry hot spots
Online delivery services and
meal kits have been taking a
swing at supermarkets, while
consumers are eating out more
in general. But food retailers
have an opportunity to win
back the business that’s being
threatened by the digital boom
by understanding their shopper
base and how best to cater to it.
To that end, Nielsen broke
down consumer segments into
four distinct categories that
describe the new ways Americans
are purchasing food in its
study Merging Tables & Aisles:
Understanding Shifts in U. S.
Total Food & Beverage Demand.
Representation
of Shoppers Food Spend
37%
28%
31%
31%
23%
24%
9% 17%
Traditionalist Food Shoppers
Multichannel Adapters
Digital Adopters
Restaurant Occasion Lovers
Much less likely than other
consumers to use a smartphone or
other device at any point along the
path to purchase.
Tend to be older and
are more likely to be
retired with no kids
in the household.
Spend two-thirds of their total
food dollars at grocery, mass
merchandisers
and club stores.
When using digital delivery,
they are more likely to seek the
endorsement of friends or family
and expect high-quality o;erings.
Spread their food and
beverage spending
across di;erent
channels more than
other segments,
and are more likely
to use each channel
for its dominant
purpose.
Want convenience and a speedy
experience from small formats
and good taste from casual-dining establishments.
Tend to value taste above all else,
followed by convenience and value.
Are younger and more ethnically
diverse: They are more spread
out in terms of age and tend to
live in the suburbs, and if they have
kids, they are likely teenagers.
Spend about a
third of their total
food dollars at
restaurants; don’t
spend as much per
household on food
and beverage as
other segments,
even though
they tend
to eat out
more.
Are not heavy users of digital
technology to make their food
choices or purchases.
Are likely to be younger, urban parents who are
highly educated with high incomes.
Are most likely to
order online, to use
digital promos for
food purchases and
to experiment with
new tools.
Spend 25% of their
food dollars with
pure-play online
retailers, digital
ordering, delivery
and meal kits.
