how canadians shop
DESCRIPTION
A presentation of insights on Canadian grocery shopper behaviour from Environics Consumer InsightsTRANSCRIPT
How Canadians Shop
Shopper Marketing Headcount
2
Source: 2008 GMA/Deloitte Shopper Marketing Study
Demographics is Destiny
3
Aging Canadian population
4
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
1956 1961 1966 1971 1976 1981 1986 1991 1996 2001 2006 2011 2016 2021 2026 2031 2036
2006
0-14
65+
Percentage of Population
Not good news for retailers
5
Annual # of
General
Stock-Up
Trips
Annual # of
Quick trips
Total annual
$ spent on
grocery
shopping
Single adult, no kids 26 68 $4,490
2+ adults, <49, no kids 35 74 $6,625
1+ adult(s), w/kids 38 77 $9,200
2+ adults, 50+, no kids 38 68 $7,100
Source: Environics’ Mental World of the Shopper, 2008
Population Increase from Immigration
6
-200
-100
0
100
200
300
400
500
1976 1981 1986 1991 1996 2001 2006 2011 2016 2021 2026 2031 2036 2041 2046 2051
Years
Thousa
nds
of pers
ons
Net Migration
Natural Increase
Observed Projected
Household Structure
7
Couples with
children
29%
Lone parent
families
9%
Couples without
children
25%
Other
10%
One person
27%
Source: Statistics Canada, Census of Population, 2006.
Shopping Responsibility
Single Male HH13%
Single female HH13%
Male Primary Grocery Shopper
14%Female Primary Grocery Shopper
35%
Shared Responsibility
38%
SingleHouseholds
8
Multiple Households
TRIP TYPES: Dynamic Segmentation
9
The Basic Trip Types
10
Source: Environics’ Mental World of the Shopper, 2008
The Basic Trip Types – By $ Value
11
Basic Trip Types by Region
12
125 137 137 Total Household
Trips Per Year
Base: West: N=507, Ontario N=634, Quebec=387, Atlantic=98
Change in frequency of trip types over last 6 months
13
LESS
Base: Went on trip in past 4 weeks – Quick Trip N=1314, General Stock Up Trip N=1390, Emergency Trip N=469, Personal Care Trip N=518
14%
18%
10%
11%
MORE
Quick Trips
General Stock Up Trips
Emergency Trips
Personal Care Trips 5%
10%
4%
13%
Who is the Shopper? – presence of children
15
Base: N= 1626 (Total Sample)
General Stock Up
Trip 27%
Emergency Trip 12%
Personal Care Trip 7%
Quick Trip 54%
Without kids49%
With kids5%
Without kids23%
With kids 4%
With kids2%Without
kids 6%
1%
With kids
What is the Mission? - General Stock Up Motivations
16
Base: N=1626 (Total Sample)
General Stock Up Trip
27%
Emergency Trip 12%
Personal Care Trip
7%
Quick Trip 54%
Non-Perishable Items Only
2%
Perishable Items Only
8%
CombinedItems 17%
17
Base: N= 1626 (Total Sample)
General Stock Up
Trip 27%
Emergency Trip 12%
Personal Care Trip 7%
Quick Trip 54%
Regularly scheduled
6%
Sale/Promotion
3%
IngredientsGrab17%
Ran Out23%
What is the mission?
19
Base: N= 1626 (Total Sample)
General Stock Up
Trip 27%
Emergency Trip 12%
Personal Care Trip 7%
Quick Trip 54%
Male without partner
25%
Female without partner
22%
Joint Trip7%
Regular Trip4%
Sale2%
IngredientsGrab9%
Out of Staples10%
Other1%
What is the Mission?
Segmenting trips to meet objectives
20
Base: N= 1626 (Total Sample)
General Stock Up
Trip 27%
Emergency Trip 12%
Personal Care Trip 7%
Quick Trip 54%
11 am or Before
9%
After 11 am45%
Emergency
Trip
12%
The Emergency Trip
21
Time in Store: 14 minutes$ Spent: $16Time: Wednesday AfternoonSatisfaction: High
Need State:
Ingredients grabRan of out specific items
Key Trigger Items:
Milk 48%Bread / baked goods 30%Fresh fruit/vegetables 30%Meat 16%Other dairy 15%Pop / soft drinks 12%
The Personal Care Trip
22
Time in Store: 23 minutes$ Spent: $40Time: Wednesday Evening / Saturday MiddaySatisfaction: High
Need State:
Ran out of specific item(s)A regularly scheduled trip
Key Trigger Items:
Shampoo / Conditioner 45%Prescription Medicine 36%Toothpaste 34%Shaving Products 28%Anti-Perspirant / Deodorant 27%Over-the-counter Medicine 20%
Personal Care
Trip
7%
The Quick Trip – Male, Without Partner, Ingredients Grab
24
Time in Store: 17 minutes$ Spent: $25Time: Tuesday, Thursday, Sunday AfternoonsSatisfaction: High
Key Trigger Items:
Bread / baked goods 44%Meat 44%Milk 41%Fresh fruit and vegetables 35%Pop / soft drinks 20%Other dairy 19%
Male, without Partner, Ingredie
nts Grab9%
Net Channel Performance
5057 61
53 54
1112
1113 14
1915 11 18 16
4 2 1 2 39 5 4 5 84 7 9 7 51 2 3 2 1
TOTAL: All Trip
Types
Total Quick
Trips
Male, Without
Partner
Female,
Without
Partner
Joint
Other
Convenience Stores
Drug Stores
Club / Warehouse Stores
General Merchandise Stores
Discount Grocery Stores
Regular Grocery Stores
30
Base: Total N=1620, Total Quick Trips N=623, Male Without Partner N=246, Female Without Partner N=242, Joint N=135
Quick Trips(by who goes on trip)
Net Channel Performance
50 54 54
30
56
1113 11
18
1419
22 21
35
214
8 1011
79
1 1 214 1 0 2 11 1 2 2 1
TOTAL: All Trip
Types
Total General
Stock Up Trips
Fresh Items Non-Perishable
Items
Both Fresh &
Non-Perishable
Items
Other
Convenience Stores
Drug Stores
Club / Warehouse Stores
General Merchandise Stores
Discount Grocery Stores
Regular Grocery Stores
31
General Stock Up Trips(by trip motivator)
Base: Total N=1620, Total General Stock Up Trips N=707, Fresh Items N=454, Non-Perishable Items N=51, Both N=202
Net Channel Performance
32
Base: Total N=1620, Emergency Trips N=136, Personal Care Trips N=154
50 52
9
11 6
0
1917
26
4
2
9
9
62
415
11 2 1
0
TOTAL: All Trip Types Emergency Trips Personal Care Trips
Other
Convenience Stores
Drug Stores
Club / Warehouse Stores
General Merchandise Stores
Discount Stores
Regular Grocery Stores
Emergency
Trips
Personal
Care Trips
TOTAL
CANADA
%
Male,
Without
Partner
Female,
Without
Partner Joint Fresh Items
Non-
Perishable
Items
Both Fresh &
Non-
Perishable
Items Total Total
IGA 8
Sobeys 7
Safeway 6
No Frills 5
Loblaws 4
Food Basics 4
A local independent grocery store 4
Metro 3
Real Canadian Superstore 8
Wal-Mart 7
Costco 4
Shopper’s Drug Mart / Pharmaprix 5
GENERAL MERCHANDISE / SUPERSTORES
CLUB / WAREHOUSE STORES
DRUG STORES
INDEX
Quick Trips General Stock Up Trips
GROCERY STORES
Channel Performance (Store Primarily Shopped At)
33
Total Canada
Base: Total N=1620, Male Without Partner N=246, Female Without Partner N=242, Joint N=135, Fresh Items N=454, Non-Perishable Items N=51, Both N=202, Emergency Trips N=136, Personal Care Trips N=154
= Over indexed
= Under indexed
Channel Conversion by Trip Type (Considered and Used)
34
Base: Quick Trips N=623, General Stock Up Fresh Items N=202, General Stock Up Non-Perishable Items N=51, General Stock Up Fresh & Non-Perishable Items N=454, Emergency Trips N=136, Personal Care Trips N=154
37%
21%
36%
23%
19%
8%
19%
30%
19%
11%
PERSONAL
CARE TRIPS
Fresh & Non-
Perishable
Items
Non-
Perishable
Items Only
Fresh Items
Only
QUICK TRIPS
GENERAL STOCK UP
TRIPS
44%
31%
65%
20%
59%
49%
64%
18%
51%
51%
Store ConsideredConversion
RateStore Used
19%
4%
18%
5%
6%
4%
12%
18%
12%
5%
= Real Canadian Superstore
= Wal-Mart
Considered Wal~Mart for Personal Care Trip. Shopped At….Shopper’s Drug Mart / Pharmaprix 52%Real Canadian Superstore 10%Pharma Plus / Rexall Pharma Plus 7%Other drug store 7%Safeway 6%
Triggering Conversion from Consideration to Usage
Real Canadian Superstore
Is less expensive than other stores
Cares about my needs
Fits my style
Is easy to shop inChanges to meet the needs of today’s shoppers
I feel good after shopping in this store
Is fun to shop inI trust that they are giving me the best deals
Wal~Mart
Products are easy to find in the store
Is open at convenient hours of the day
Fits my style
The aisles are easy to navigate
Is less expensive than other stores
Is easy to shop in with kids
Items I am looking for are always in-stock
35
Communication
36
Checking Flyers before Last Trip
37
Male Female
Checked Online
4% 12% 5% 6% 10% 7% 9% 6%
Checking Flyers by Trip Type
38
General Stock Up Trip
Personal Care Trip
Quick Trip
38%
44%
65%
69%
53%
CombinedItems
Perishable Items Only
Non-Perishable Items Only
% Who checked the flyer and shopped the store ….
39
How do you feel?
40
Emotional benefits by trip type
41
I felt rushed because I had limited time
I enjoyed the peace and quiet of shopping by myself
I enjoyed spending time with my spouse / partner
I enjoyed spending time with my child / children
I liked looking for new products in the store
I felt like I was doing something good for my family
I had fun picking out treats for myself
I managed to accomplish a lot while shopping
I felt relieved that one of my chores was complete
It cheered me upFresh Items only
Non-Perishables only
Both Fresh & Non-Fresh Items
Projector
Emotional benefits by channel
42
I felt rushed because I had limited time
I enjoyed the peace and quiet of shopping by myself
I enjoyed spending time with my spouse / partner
I liked looking for new products in the store
I felt like I was doing something good for my family
I had fun picking out treats for myself
I managed to accomplish a lot while shopping
I felt relieved that one of my chores was complete
I took pleasure in choosing items needed for an event / occasion
It cheered me up
Regular Grocery Stores
Discount Grocery Stores
General Merchandise Stores
Club / Warehouse Stores
Projector
Emotional benefits by banner
43
I felt rushed because I had limited time
I enjoyed the peace and quiet of shopping by myself
I enjoyed spending time with my spouse / partner
I enjoyed spending time with my child / children
I liked looking for new products in the store
I felt like I was doing something good for my family
I had fun picking out treats for myself
I managed to accomplish a lot while shopping
I felt relieved that one of my chores was complete
I took pleasure in choosing items needed for an event / occasion
It cheered me up
IGA
No Frills
SafewaySobeys
Real Canadian Superstore
Wal-Mart
Costco
Projector
Emotional benefits by social values
44
I felt rushed because I had limited time
I enjoyed the peace and quiet of shopping by myself
I enjoyed spending time with my spouse / partner
I liked looking for new products in the store
I felt like I was doing something good for my family
I had fun picking out treats for myselfI managed to accomplish a lot while shopping
I felt relieved that one of my chores was complete
I took pleasure in choosing items needed for an event / occasion
It cheered me up
Anxious Materialists
Traditionalists
Established
Modern Middle Class
Adaptive Achievers
Liberal Progressives
Projector
Drivers of Satisfaction
45
Drivers of Satisfaction
46
47
The Path to Purchase
The Purchase Process
Brand Commitment
Category Involvement
Purchase?
The Purchase Process
Brand Commitment
Category Involvement
Purchase
Trip Type
Value
Shopper Involvement
Impulsivity
Shopper Involvement
Enjoyment of the process
Social involvement
Length of time at the shelf
Innovation seeking
The Purchase Process
Brand Commitment
Category Involvement
Purchase
Loss
Risk GainShopper
Involvement
Gain Value
Impulsivity
Trip Type
The Purchase Process: Potato Chips
Brand Commitment
Category Involvement
Purchase
The Purchase Process: Potato Chips
Brand Commitment
Category Involvement
Purchase
The Purchase Process: Potato Chips
Brand Commitment
Category Involvement
Purchase
Loss Gain Value
The Purchase Process: Potato Chips
Brand Commitment
Category Involvement
Purchase
Loss
Risk GainShopper
Involvement
Gain Value
The Purchase Process: Potato Chips
Brand Commitment
Category Involvement
Purchase
Loss
Risk GainShopper
Involvement
Gain Value
Impulsivity
Fun to shopBenefit seekingDetached
The Purchase Process: Frozen Meals
Brand Commitment
Category Involvement
Purchase
Loss
Risk Gain
Gain Value
Impulsivity
Information seekingLoss avoidanceLow enjoyment
Shopper
Involvement
The Purchase Process: Laundry
Brand Commitment
Category Involvement
Purchase
Loss
Risk Gain
Gain Value
Impulsivity
Trip TriggerDiscount Hunting within Brand
Shopper
Involvement
59
• Demographics is Destiny
• Trip Types: Dynamic segmentation to meet objectives
• Emotional needs vary by values and by trip type
• Path to purchase: In store understanding needs new metrics
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