Grocery Shopping Consumer Segmentation Report

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What's Included

Grocery shopping doesn't look the same as it used to. Today’s consumers no longer use price as the sole deciding factor for choosing which store to buy from. Convenience, healthy food options, online delivery or pick-up availability, and brand loyalty among many other factors drive a customer’s buying behavior.

After surveying 1,104 consumers across the U.S., Drive Research quickly learned that consumers distinctively have different needs. Based on these results, we created seven shopper profiles that showcase the attributes, motivations, and demographics of varying market segments.

The Grocery Shopper Segmentation Report by Drive Research includes:

  • An analysis of 7 different consumer profiles that showcase the current landscape of grocery shoppers
  • An overview of purchasing behaviors such as average grocery trip spend, grocery trips per month, and popular days for purchasing groceries
  • An overview of shopping habits such as typical grocery store locations and methods for carrying groceries
  • Demographics of varying market segments such as age, gender, HHI, employment status, children in household, and more
  • Key takeaways to assist in data-driven decision-making
  • Survey background, methodology, and approach

Our hope is that grocery stores can use this information to make data-driven decisions that help establish lasting relationships with their customers.

Example Grocery Shopper Segment

Example grocery shopping segment

About the survey

Drive Research conducted an online survey that included 42 questions. The survey received 1,104 census representative responses.

With a probabilistic sample, a total of 1,104 responses at the 95% confidence level offers a 2.9% margin of error. If the survey were conducted with another random pool of 1,104 respondents, the results would yield within +2.9% or -2.9% of the stated totals in the reports.

To collect the input variables for consumer segmentation, a MaxDiff exercise was included in the survey.

Respondents completed trade-off scenarios with 50 unique statements about grocery shopping behaviors and attitudes. A latent class analysis was then conducted with the MaxDiff results to identify seven consumer segments within the grocery shopping space.

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