Grocery

grocery

grocery-stat Source: Prosper Insights & Analytics, MBI, January 2016
grocery-control
“The most amazing products, with incredible advertising, in an impeccable store with the perfect assortment are nothing without one critical factor: shoppers. And today’s shoppers are more unique, demanding and more in control than ever before. They make individual decisions about what they will buy, how much they will pay for it and where they will go to get it – despite efforts made by marketers to persuade shoppers where to shop and what to buy. The shopper is in control.”

Jim Dippold, Symphony IRI Group
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Coupon players, trends to watch

What’s behind the numbers? Color commentary provides insight to develop winning strategies.


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Consumer Coupon Preferences

Across generations, print coupons from the newspaper and mail are the most preferred source of coupons. Note: Millennials are eager to find savings — regardless of how that savings is delivered.

grocery-consumer-preference Source: 2K15 Valassis Coupon Intelligence Report “Activating Today’s Shoppers”

Media Mix

Notice how ad spend breaks out for this industry.


grocery-ad-spend Source: Kantar Media, 2015

Advertising Readership and Response

Survey asked consumers who bought groceries about their interaction with print advertising.

grocery-redership
Source: 2015 Advertising Tracking Study, TNS Custom Studies. Results based on 4,193 consumer responses.Newspaper data reflect readership of any local or metro daily/Sunday newspaper in a 7-day period.
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