Post COVID, We Are Finding Connection At Our Local Grocery Store

The objective of this research is to help marketers’ shopping habits and preferences across generations.

In January 2022, HubUX launched a quantitative and qualitative study among our panel with the main focus on their grocery shopping location preferences and frequencies.

This research was recruited through our panel. Participants were vetted via video audition questions baked directly into the survey. Participants were sourced using social platforms including Facebook, Instagram, and TikTok.

All research was handled internally by HubUX.

People use in-person grocery stores

Based on our research, all consumers more frequently visit their local grocery store versus online alternatives.

The average person shops for groceries about one and a half times per week.

At first, I was a little surprised by this. But after talking to a few participants, the usual shopper plans a weekly trip and then supplements based on running out of supplies like spices, dry goods, and proteins.

Younger shoppers are looking for deals

In fact, nearly half of all shoppers go out of their way to check the clearance area wherever they grocery shop for deals on meat, fish, chicken, and dry goods.

However, age plays a big part in interest in the clearance area. About 40% of shoppers between 40-59 check for deals while nearly 60% of 18-39 year-olds check their clearance area.

Why?

Because of the relationship between age, income, and the need for convenience. If you’re a 30- to 49-year-old, you probably have kids… And kids can make you shift your priorities from profits to convenience.

A big shout out to Anna on TikTok for bringing this insight to life.

 

Follow her at @mkoanna for a daily dose of hilarity.

What is the preferred location to shop for groceries?

As you have likely predicted, it is in-person. But I bet you didn’t realize, in what seems like a perpetual state of digitizing every single thing, only 6% of people stated they prefer online shopping over local shopping. And only 22% of shoppers prefer delivery or curbside pickup. That means nearly three in four of us want to walk into the local grocery store and get our shopping on.

Why?

Because they like the personal interaction and ability to pick out their own meat and produce. They are concerned about personal shoppers taking the same care when selecting produce, which is another reason in-store is greatly favored over delivery and curbside.

But why not listen to some actual participants…

Conclusion

When it comes to food, most of us want to shop in person despite fears around health and safety. Additionally, there is a positive experience of discoverability and interaction that grocery stores create which simply isn’t being replicated by digital shopping.

If you’d like to learn more, visit hubux.com or email me directly.

Happy researching! 😊