A presentation of insights on Canadian grocery shopper behaviour from Environics Consumer Insights

1. How Canadians Shop

2. Shopper Marketing Headcount
Source: 2008 GMA/Deloitte Shopper Marketing Study
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3. Demographics is Destiny
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4. Aging Canadian population
Percentage of Population
40.0%
35.0%
30.0%
0-14
25.0%
2006
20.0%
15.0%
10.0%
5.0% 65+
0.0%
1956 1961 1966 1971 1976 1981 1986 1991 1996 2001 2006 2011 2016 2021 2026 2031 2036
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5. Not good news for retailers
Annual # of Annual # of Total annual
General Quick trips $ spent on
Stock-Up grocery
Trips 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
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6. Population Increase from Immigration
500
Observed Projected
400
Net Migration
300 Natural Increase
Thousands of persons
200
100
0
1976 1981 1986 1991 1996 2001 2006 2011 2016 2021 2026 2031 2036 2041 2046 2051
-100
-200
Years
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7. Household Structure
Lone parent
families Couples without
9% children
25%
Couples with
children
29%
One person
27%
Other
10%
Source: Statistics Canada, Census of Population, 2006.
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8. Shopping Responsibility
Single
Households
Shared Single Male HH
Responsibility 13%
38%
Single female HH
13%
Multiple
Households Male Primary
Grocery Shopper
Female Primary 14%
Grocery Shopper
35%
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9. TRIP TYPES: Dynamic Segmentation
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10. The Basic Trip Types
Source: Environics’ Mental World of the Shopper, 2008
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11. The Basic Trip Types – By $ Value
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12. Basic Trip Types by Region
125 137 137 Total Household
Trips Per Year
Base: West: N=507, Ontario N=634, Quebec=387, Atlantic=98
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13. Change in frequency of trip types over last 6 months
LESS MORE
Quick Trips 11% 13%
General Stock Up Trips 10% 4%
Emergency Trips 18% 10%
Personal Care Trips 14% 5%
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
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14. Who is the Shopper? – presence of children
General
Quick Trip With
kids
Stock Up
54% 5% Trip
Without 27%
kids
23%
With kids 4%
Without kids
49%
Emergency
Trip
Without 2% 12%
kids With kids
6%
1%
With kids
Personal
Base: N= 1626 (Total Sample)
Care Trip 7%
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15. What is the Mission? - General Stock Up Motivations
Non-
Perishable
Items Only
Perishable General
Items Only
2%
8% Stock Up Trip
27%
Combined
Items
17%
Quick Trip
54%
Emergency
Trip
12%
Personal
Base: N=1626 (Total Sample)
Care Trip
7%
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16. What is the mission?
Quick Trip
54% General
Stock Up
Ran Out Trip
23%
27%
Ingredients
Grab
17%
Emergency
Trip
12%
Personal
Sale/
Promotion Regularly Care Trip 7%
3% scheduled
Base: N= 1626 (Total Sample) 6%
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17. What is the Mission?
Quick Trip Joint Trip
7%
54% General
Stock Up
Female without
Trip
partner
22%
27%
Other
1%
Male without Emergency
partner
Out of Staples
10%
25% Trip
12%
Personal
Ingredients
Grab Sale Regular Care Trip 7%
9% 2% Trip
Base: N= 1626 (Total Sample) 4%
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18. Segmenting trips to meet objectives
Quick Trip
54% General
Stock Up
Trip
After 11 am
27%
45%
Emergency
Trip
12%
11 am or
Before Personal
9%
Care Trip 7%
Base: N= 1626 (Total Sample)
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19. The Emergency Trip
Time in Store: 14 minutes
$ Spent: $16
Time: Wednesday Afternoon
Satisfaction: High
Emergency Need State:
Trip
12%
Ingredients grab
Ran 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%
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20. The Personal Care Trip
Time in Store: 23 minutes
$ Spent: $40
Time: Wednesday Evening / Saturday Midday
Satisfaction: High
Personal Care Need State:
Trip
7%
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%
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21. The Quick Trip – Male, Without Partner, Ingredients Grab
Time in Store: 17 minutes
$ Spent: $25
Time: Tuesday, Thursday, Sunday Afternoons
Male, without Satisfaction: High
Partner, Ingredie
nts Grab
9%
Key Trigger Items:
Bread / baked goods 44%
Meat 44%
Milk 41%
Fresh fruit and vegetables 35%
Pop / soft drinks 20%
Other dairy 19%
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22. Net Channel Performance
Quick Trips
(by who goes on trip)
1 2 3 2 1
5
4 7 7
9 8
9 5 5 Other
2 4
1 2 3
4
11 Convenience Stores
15 18 16
19 Drug Stores
11
12 14
13 Club / Warehouse Stores
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General Merchandise Stores
Discount Grocery Stores
57 61
50 53 54 Regular Grocery Stores
TOTAL: All Trip Total Quick Male, Without Female, Joint
Types Trips Partner Without
Partner
Base: Total N=1620, Total Quick Trips N=623, Male Without Partner N=246, Female Without Partner N=242, Joint N=135
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23. Net Channel Performance
General Stock Up Trips
(by trip motivator)
1
4 1 2
0
1 2
2 1
1
8 10 2 7 Other
9 11
4 21 Convenience Stores
22 21
19 Drug Stores
35 14
13 11
11 Club / Warehouse Stores
General Merchandise Stores
18
Discount Grocery Stores
50 54 54 56
Regular Grocery Stores
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TOTAL: All Trip Total General Fresh Items Non-Perishable Both Fresh &
Types Stock Up Trips Items Non-Perishable
Items
Base: Total N=1620, Total General Stock Up Trips N=707, Fresh Items N=454, Non-Perishable Items N=51, Both N=202
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24. Net Channel Performance
1
4 2 1
9 15 Other
4
9 Convenience Stores
0
19 62
17 Drug Stores
11 6 Club / Warehouse Stores
General Merchandise Stores
2
Discount Stores
50 52
26 Regular Grocery Stores
0
9
TOTAL: All Trip Types Emergency Trips Personal Care Trips
Base: Total N=1620, Emergency Trips N=136, Personal Care Trips N=154
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25. Channel Performance (Store Primarily Shopped At)
Total Canada
INDEX
= Over indexed Emergency Personal
= Under indexed Quick Trips General Stock Up Trips Trips Care Trips
Both Fresh &
TOTAL Male, Female, Non- Non-
CANADA Without Without Perishable Perishable
% Partner Partner Joint Fresh Items Items Items Total Total
GROCERY STORES
IGA 8
Sobeys 7
Safeway 6
No Frills 5
Loblaws 4
Food Basics 4
A local independent grocery store 4
Metro 3
GENERAL MERCHANDISE / SUPERSTORES
Real Canadian Superstore 8
Wal-Mart 7
CLUB / WAREHOUSE STORES
Costco 4
DRUG STORES
Shopper’s Drug Mart / Pharmaprix 5
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
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26. Channel Conversion by Trip Type (Considered and Used)
= Real Canadian Superstore
Conversion
= Wal-Mart Store Considered Store Used
Rate
11% 44% 5%
QUICK TRIPS
19% 31% 6%
Fresh Items 19% 65% 12%
Only 23% 20% 5%
GENERAL Non- 59% 18%
30%
STOCK UP Perishable
TRIPS Items Only 36% 49% 18%
Fresh & Non- Considered Wal~Mart for Personal Care Trip.
19% 64% 12%
Perishable Shopped At….
Items 21% 18% 4%
Shopper’s Drug Mart / Pharmaprix 52%
Real Canadian Superstore 10%
PERSONAL 8% Pharma Plus / Rexall Pharma Plus
51% 4% 7%
CARE TRIPS Other drug store
37% 51% 7% 19%
Safeway 6%
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
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27. Triggering Conversion from Consideration to Usage
Real Canadian Superstore Wal~Mart
Is less expensive than other stores Products are easy to find in the store
Cares about my needs Is open at convenient hours of the day
Fits my style Fits my style
Is easy to shop in The aisles are easy to navigate
Changes to meet the needs of today’s Is less expensive than other stores
shoppers
Is easy to shop in with kids
I feel good after shopping in this store
Items I am looking for are always in-stock
Is fun to shop in
I trust that they are giving me the best
deals
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28. Communication
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29. Checking Flyers before Last Trip
Male Female
Checked Online
4% 12% 5% 6% 10% 7% 9% 6%
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30. Checking Flyers by Trip Type
Non-Perishable
Items Only 53%
Perishable
Items Only 69%
General
Quick Trip
Stock Up Trip
Combined
38% Items 65%
44%
Personal
Care Trip
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31. % Who checked the flyer and shopped the store ….
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32. How do you feel?
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33. Emotional benefits by trip type
Projector
Non-Perishables only
I enjoyed spending time with my child / children
I felt rushed because I had limited tim
I felt relieved that one of my chores was complete
It cheered me up I enjoyed spending time with my spouse / partner
I enjoyed the peace and quiet of shopping by myself Fresh Items only
Both Fresh & Non-Fresh Items
I liked looking for new products in the store
I managed to accomplish a lot while shopping
I felt like I was doing something good for my family
I had fun picking out treats for myself
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34. Emotional benefits by channel
Projector
Discount Grocery Stores
I managed to accomplish a lot while shopping I took pleasure in choosing items needed for an event / occasion
I felt like I was doing something good for my family
General Merchandise Stores
I felt relieved that one of my chores was complete
I had fun picking out treats for myself
It cheered me up
I liked looking for new products in the store
I enjoyed spending time with my spouse / partner
Club / Warehouse Stores Regular Grocery Stores
I enjoyed the peace and quiet of shopping by myself
I felt rushed because I had limited time
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35. Emotional benefits by banner
Projector
I took pleasure in choosing items needed for an event / occasion
I enjoyed spending time with my child / children
Wal-Mart
No Frills
I felt like I was doing something good for my family
It cheered me up
I felt relieved that one of my chores was complete
I had fun picking out treats for myself I enjoyed spending time with my spouse / partner
Real Canadian Superstore I liked looking for new products in the store
Costco
I managed to accomplish a lot while shopping IGA
Safeway
Sobeys
I felt rushed because I had limited time
I enjoyed the peace and quiet of shopping by myself
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36. Emotional benefits by social values
Projector
Modern Middle Class
I enjoyed spending time with my spouse / partner
I felt relieved that one of my chores was
I liked looking for new products in the store It cheered me up
Traditionalists
I felt like I was doing something good for my family
I managed to accomplish a lot while shopping
I had fun picking out treats for myself Liberal Progressives
Established
Anxious Materialists
Adaptive Achievers
I enjoyed the peace and quiet of shopping by myself
I took pleasure in choosing items needed for an event / occasion
I felt rushed because I had limited time
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37. Drivers of Satisfaction
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38. Drivers of Satisfaction
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39. The Path to Purchase
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40. The Purchase Process
Brand
Commitment
? Purchase
Category
Involvement

41. The Purchase Process
Brand Value
Shopper Involvement
Commitment
Shopper
Enjoyment of the process
Involvement Purchase
Social involvement
Category Impulsivity
Involvement Length of time at the shelf
Innovation seeking
Trip Type

42. The Purchase Process
Brand Loss Gain Value
Commitment
Shopper
Risk Gain Involvement Purchase
Category
Impulsivity
Involvement
Trip Type

43. The Purchase Process: Potato Chips
Brand
Commitment
Purchase
Category
Involvement

44. The Purchase Process: Potato Chips
Brand
Commitment
Purchase
Category
Involvement

45. The Purchase Process: Potato Chips
Brand Loss Gain Value
Commitment
Purchase
Category
Involvement

46. The Purchase Process: Potato Chips
Brand Loss Gain Value
Commitment
Shopper
Risk Gain Involvement
Purchase
Category
Involvement

47. The Purchase Process: Potato Chips
Brand Loss Gain Value
Commitment
Shopper
Risk Gain Involvement
Purchase
Category
Impulsivity
Involvement
Fun to shop
Benefit seeking
Detached

48. The Purchase Process: Frozen Meals
Brand Loss Gain Value
Commitment
Shopper
Risk Gain Involvement
Purchase
Category
Impulsivity
Involvement
Information seeking
Loss avoidance
Low enjoyment

49. The Purchase Process: Laundry
Brand Loss Gain Value
Commitment
Shopper
Risk Gain Involvement
Purchase
Category
Impulsivity
Involvement
Trip Trigger
Discount Hunting
within Brand

50. • 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
Robin.brown@environics.ca
http://shopperwatch.blogspot.com/
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