As grocery stores prepare their marketing strategies for the upcoming year, they’ll be targeting consumers who are still worried about the economy but want to eat healthy foods. Grocers are also dealing with a group of consumers who do not enjoy shopping (49%) and believe food is too expensive (65%). Synovate, a research concern, points out that grocers should pay close attention to consumer attitudes about shopping in order to improve the outcomes of their marketing campaigns.
For example, Synovate research suggests that ad campaigns should last at least a week. Here are their survey findings on frequency of grocery shopping by U.S. consumers:
- Once a week 57%
- Once a month 23%
- Daily 4%
Grocers may also be increasing their online campaigns and expanding their general online offerings. According to the Synovate survey, nearly half of U.S. consumers are interested in online grocery shopping, “if they could be sure the service was secure and they would receive the highest quality food.”
The habit of buying less expensive brands seems to be staying with U.S. consumers even as the recession fades. Nearly 4 in 10 consumers are spending less. This trend explains why loyalty cards remain popular with consumers.
The economic strains on U.S. families are even impacting the desire to support green causes. Only 22% of consumers say they will ‘go out of their way to shop at an environment-friendly supermarket.’
For now and the foreseeable future, it seems grocers must appeal to consumers using a value message in their marketing campaigns.[Source: Grocery survey, Synovate, 10.08.09]