Transcript miller-zell-grocery-for-egg-board

Grocery Discounts &
Shopping Destination
Decisions
September 2009
Prepared by
Study Methodology
A questionnaire was created in August by Miller-Zell in conjunction with the
Egg Board
A representative panel of respondents* was identified and screened to ensure
they were the primary grocery-shoppers in their household and had shopped
for groceries at least once over the prior month
Respondents selected are also representative of grocery shoppers from all
geographic areas of the country
The survey was launched online on Thursday August 27th, 2009, and closed
Monday August 31st
1,026 completed responses were collected, giving study statistics a margin of
error of +/-3.1%
*study respondent demographics listed in appendix A
Egg-Specific Study Results
Selling Points
54% of egg buyers appreciate the many
different ways to use eggs over any
other aspect
32%
22%
15%
13%
8%
7%
2%
Variety of
Dishes
They Can
Be Used In
Very
Versatile
Nutritional
Content
Source: August 2009 Miller-Zell Consumer Research Study
Taste
Very
Very
Economical Convenient
Other
Nutritional Perceptions of Eggs
46%
Very few shoppers view eggs as
unhealthy. The overwhelming
majority (85%) see them as
somewhat or very healthy.
39%
12%
2%
Very Healthy
Somewhat
Healthy
Source: August 2009 Miller-Zell Consumer Research Study
Neither Healthy
nor Unhealthy
Somewhat
Unhealthy
0%
Very Unhealthy
Selling On Health Benefits
View Eggs As Unhealthy
Buy Less,
4%
Buy More,
13%
View Eggs As Healthy
Buy Less,
2%
Buy Same,
83%
Buy Same,
77%
Source: August 2009 Miller-Zell Consumer Research Study
Buy More,
22%
Information on the
nutritional content
of eggs will
actually encourage
a greater
percentage of
those who already
see eggs as
healthy to
purchase more
(22%) than those
who thought eggs
were unhealthy
(13%).
Selling On Versatility
Effects of Recipe Suggestions
at Egg Case
Buy Less,
1%
Buy More,
30%
Buy Same,
68%
Source: August 2009 Miller-Zell Consumer Research Study
Providing information on
nutritious meals which
feature eggs is more likely
to increase egg purchasing
than is providing information
on nutritional benefits of
eggs.
Packaging Preferences
Preferred Packaging
No
preference,
31%
Clear plastic
packaging,
5%
Paper
cartons,
40%
Pressed board cartons are the packaging
type the largest percentage of shoppers
prefer (40%), with a majority of those who
do prefer it citing environmental reasons
(62%). The 24% who prefer foam
packaging are most likely to cite egg
protection as the reason for their
preference.
Foam/
Styrofoam
packaging,
24%
Just 5% prefer clear
plastic packaging
Source: August 2009 Miller-Zell Consumer Research Study
Paper
Carton
Foam/
Styrofoam
Clear
Plastic
Environmental Reasons
62%
3%
19%
Egg Protection
22%
68%
33%
Price
7%
8%
8%
Only option
3%
10%
3%
Looks
1%
3%
19%
Other
1%
1%
17%
Shopping Patterns
Do You Have A Primary
Grocery Shopping Location?
What is Your Primary Grocery
Shopping Location?
Other, 8%
No, 41%
Yes, 59%
Supercenter
, 23%
59% of respondents
have a single location
at which they do a
majority of their
shopping
Source: August 2009 Miller-Zell Consumer Research Study
Grocery
Store, 69%
69% of those with a
primary shopping
location report it is a
grocery store, with 23%
indicating a
supercenter.
Egg Purchasing
In total, 81% of responding shopping purchase eggs. Grocery stores
are the shopping location at which the largest percentage of
shoppers buy their eggs, with fewer purchasing at supercenters.
64%
30%
9%
Grocery Store
Supercenter
3%
2%
Convenience /
Drug Store
Dollar Store
All
Source: August 2009 Miller-Zell Consumer Research Study
Other
Egg Purchasing During Stock-Up Trips
Shoppers with a single primary store where they shop are more likely to
purchase eggs there than shoppers who do not have a single primary
grocery store. This is especially true of those whose primary grocery
shopping location is a supercenter.
68%70%66%
73%
71%
65%
59%
55%
50%
46%
5%
5%
0%
Grocery Store
Supercenter
All
Source: August 2009 Miller-Zell Consumer Research Study
Convenience /
Drug Store
Have Primary
5%
3%
Dollar Store
No Primary
Other
Egg Purchasing During Fill-In Trips
A smaller percentage of respondents purchased eggs at any tested
location during fill-in grocery shopping trips. However, as would be
expected, a greater percentage of respondents who did make fill-in
shopping trips to the tested store types purchase eggs while there.
49%
36%
36%
27%
18%
16%
14%
3%
Grocery Store
Supercenter
Convenience /
Drug Store
All
Source: August 2009 Miller-Zell Consumer Research Study
2%
Dollar Store
Fill-In Shop At…
2%
Other
General Grocery Shopping
Behaviors
Stock-Up Shopping Locations
Grocery stores draw the highest percentage of
shoppers for stock-up shopping.
80%
73%
69%
60%
Supercenters attract 60% of those who do not
have a single primary grocery shopping location,
but just 23% of those who do.
38%
23%
4%
Grocery Store
Supercenter
All
Source: August 2009 Miller-Zell Consumer Research Study
9%
0%
Convenience /
Drug Store
One Primary
4%
9%
12%
17%
8%
0%
Dollar Store
No Primary
Other
Reasons for Stock-Up Shopping Locations
When on stock-up shopping, shoppers are more likely to
emphasize prices at supercenters and dollar stores, while
comparatively large percentages cite location for grocery
stores and convenience or drug stores.
69% 71%
65%
40% 38%
38%
28%
22%
10%
14%
14%
12%
12%
4%
0%
Price
Location
Grocery Store
Source: August 2009 Miller-Zell Consumer Research Study
Ease/Familiarity
Supercenter
17%
14%
13%
6%
3%
3%
4%4%
0%0%
Atmosphere
Convenience/Drug
Dollar Store
Other
Other
Fill-In Shopping Locations
Convenience & drug stores and dollar stores draw
comparatively large percentages of shoppers for fill-in
trips compared to stock-up shopping trips (vs. 4% for
each tested store type).
74%
44%
16%
10%
Grocery Store
Supercenter
Source: August 2009 Miller-Zell Consumer Research Study
Convenience /
Drug Store
Dollar Store
8%
Other
Reasons for Fill-In Shopping Locations
Similar to the reasons for stock-up shopping trip
destinations, price is most important to those
visiting supercenters and dollar stores for fill-in
trips.
72%
60%
56%
49%
For trips to grocery or convenience/drug stores,
location is even more important than it was for
stock-up shopping trips.
39%
23% 21%
24%
28%
21%
19%
20%
13%
12%
6%7%
Price
Location
Grocery Store
Source: August 2009 Miller-Zell Consumer Research Study
Ease/Familiarity
Supercenter
7%
5%4%
2%0%
4%4%5%
1%
Atmosphere
Convenience/Drug
Dollar Store
Other
Other
Grocery Discounts & Shopping Destination Decisions
Eggs are the tested grocery item for which the smallest percentage of
shoppers would be willing to change stores, no matter the discount.
At discounts of 50% or above, the spread between the percentage of
shoppers willing to consider a store change for any product narrows.
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Source: August 2009 Miller-Zell Consumer Research Study
50
%
>5
0%
45
%
40
%
35
%
30
%
25
%
20
%
15
%
10
%
5%
At a 45% discount, 48% are willing to
change stores for eggs, vs. 63% for
soft drinks or other beverages.
Eggs
Bread
Dairy
Soft Drinks
Produce
Deli
Grocery Discounts as Attention Drivers
Of the 18 grocery items tested for ability to attract shopper attention through
savings-focused advertisements, eggs fell squarely in the middle at position 9,
with 42% of shoppers indicating they do take notice.
Rank
Grocery Item
%
Rank
Grocery Item
%
1
Produce
64%
2
Cereals
61%
3
Milk & Dairy
58%
4
Soft Drinks & Beverages
55%
5
Butcher-Counter Items (beef, pork, etc.)
50%
6
Ice Cream & Frozen Treats
49%
7
Deli Meat & Cheese
47%
8
Snacks (chips, pretzels, popcorn, etc.)
44%
9
Eggs
42%
10
Bread (branded)
38%
11
Frozen Dinners
35%
12
Cleaning Products
34%
13
Pastas & Sauces
33%
14
Bread (private label)
28%
15
Pre-made/Frozen Pizza
28%
16
Cookies & Candy
20%
17
Baking Mixes (cakes, brownies, etc.)
19%
18
Hot Prepared Meals
9%
Produce (64%) and cereals (61%) are the tested grocery items which stand out
the the largest percentage of grocery shoppers in advertising.
Source: August 2009 Miller-Zell Consumer Research Study
Grocery Discounts as Traffic Drivers
In terms of ability to inspire an additional shopping trip, eggs ranked 10th of the 18
tested grocery items, with 11% of those who say they notice eggs in grocery
advertising indicating they would consider an additional trip to their grocery
shopping store if the offered discount were attractive enough.
Rank
Grocery Item
1
Soft Drinks & Beverages
3
%
Rank
Grocery Item
%
31%
2
Butcher-Counter Items (beef, pork, etc.)
30%
Produce
26%
4
Milk & Dairy
24%
5
Cereals
21%
6
Ice Cream & Frozen Treats
17%
7
Deli Meat & Cheese
16%
8
Frozen Dinners
13%
9
Snacks (chips, pretzels, popcorn, etc.)
11%
10
Eggs
11%
11
Cleaning Products
11%
12
Pre-made/Frozen Pizza
9%
13
Bread (branded)
8%
14
Bread (private label)
7%
15
Pastas & Sauces
7%
16
Cookies & Candy
6%
17
Baking Mixes (cakes, brownies, etc.)
4%
18
Hot Prepared Meals
4%
Soft drinks & other beverages and butcher-counter items are the tested grocery
items which are most likely to inspire an additional, unplanned grocery shopping
trip.
Source: August 2009 Miller-Zell Consumer Research Study
Grocery Items & Price Perceptions
Of the grocery items tested, the price of eggs is viewed
as least representative of general store prices. The
price of produce and milk & other dairy products were
the items which the largest percentages of shoppers
think best represent general prices at stores.
31%
26%
18%
16%
6%
4%
Produce
Milk &
Dairy
Deli Meat & Soft Drinks
Cheese
&
Beverages
Source: August 2009 Miller-Zell Consumer Research Study
Bread
Eggs
Appendices
Appendix A – Study Demographics
Gender
%
Age
%
Male
49%
18-24
12%
Female
51%
25-34
18%
Income
%
35-44
19%
Less than $25k
11%
45-54
19%
$25k to $34.9k
10%
55-64
14%
$35k to $49.9k
16%
65+
17%
$50k to $74.9k
24%
$75k to $99.9k
18%
$100k to $149.9k
15%
$150k to $199.9k
4%
$200k or more
3%
Appendix A – Study Demographics
Presence of Children
%
Ethnicity
%
No Children
40%
Caucasian
82%
Has Minor Children
35%
African-American
5%
Has Only Adult Children
25%
Hispanic/Latino
4%
Asian
7%
Mixed Race
2%
Other
1%
Population Density
%
Marital Status
%
Married
60%
Single (never married)
25%
Divorced/Separated/
Widowed
12%
Domestic Partnership
3%
Urban
31%
Suburban
52%
Ex-urban
5%
Rural
13%
Appendix B – Study Questionnaire
Appendix B – Study Questionnaire
Appendix B – Study Questionnaire
Appendix B – Study Questionnaire
Appendix B – Study Questionnaire
Appendix B – Study Questionnaire
Appendix B – Study Questionnaire
Appendix B – Study Questionnaire
Appendix B – Study Questionnaire
Appendix B – Study Questionnaire
Appendix B – Study Questionnaire