Trendsource-2018食品杂货行业报告（英文版）-2018.9-25页-3mb

报告摘要

2018 Grocery Industry Report Summary

Core Content

This report explores the current state of the grocery industry, focusing on omnicannel shopping (the integration of digital and in-store experiences), consumer preferences, and the impact of corporate ethics and politics on shopping behavior. It is based on a survey of 1,166 consumers conducted between May 17 and June 2, 2018.

Main Findings

1. Favorite Grocery Stores

76.5% of respondents have a favorite grocery store.
Silent Generation (73+ years) has the highest rate of having a favorite store at 92%.
Millennial 1s (18-28 years) have 81% favoring a store, indicating that younger generations are more brand-loyal than previously assumed.

2. Primary Reason for Choosing a Favorite Store

Price/Value is the most important factor, with 37% of respondents citing it as their primary reason.
Product quality (21.4%), location convenience (15.7%), and rewards (12.1%) are secondary factors.
Higher-income households (over $100,000) prioritize quality over cost, while lower-income groups focus more on price.

3. Omnicannel Adoption

Digital shopping (online or via app) is still limited, with only 1.52% and 1.22% of respondents using click-and-collect and delivery, respectively.
In-store shopping remains the most common, with a 4.72 frequency on a 5-point scale.
Browsing and discovering new products is a key in-store motivator, with 3.08 on a 5-point scale.
Staff availability is also a strong motivator, with 3.04 on the same scale.

4. In-Store Experience Importance

Cleanliness is the most important factor when choosing between similarly priced stores, with 4.41 on a 5-point scale.
Safety and product quality are also important, but not as much as cleanliness.
Negative experiences such as bad odors (4.54), old/unappetizing food (4.44), and employee rudeness (4.14) significantly influence consumer behavior.

5. Corporate Ethics and Politics

Ethical issues such as employee treatment are considered more important than employee pay or union status.
Vegan/vegetarians rate every ethical issue higher than omnivores.
Politics are a risky topic for grocers, as 34.39% of consumers would be negatively affected if a store supports a candidate they oppose, compared to 25.21% who would be positively affected.
Urban consumers are more likely to be influenced by a store’s political stance than suburban or rural ones.

6. Checkout Preferences

Traditional checkout (employees scanning and bagging) is still the most trusted and preferred method.
Self-checkout is the second most popular, with 28.18% of Millennial 1s and 28.18% of Generation Xers using it.
Newer technologies such as scan-as-you-go and automatic payment are less popular, but may become more relevant as younger generations grow older.

7. Shopping Preferences

40% of shoppers prefer to shop alone, avoiding inter-personal interaction.
Men are 5% more likely than women to prefer shopping with a partner or family member.
Silent Generation (73+ years) is 54% more likely to shop alone but interact with others in the store.

Key Recommendations

Avoid political involvement as it risks alienating a significant portion of consumers.
Continue developing alternative checkout options, as they may become necessary for future generations.
Maintain store cleanliness, as it is a critical differentiator and can influence customer loyalty.
Enhance digital browsing experiences to match in-store discovery, which is highly valued by consumers.
Engage with senior shoppers by greeting them and offering a welcoming environment, as they are more likely to interact with staff.

Conclusion

The report highlights the importance of cleanliness, price/quality balance, and in-store experience in shaping consumer preferences. While digital adoption is growing, it still lags behind traditional shopping methods. Grocers should focus on improving their online browsing experience, customer service, and store hygiene, while avoiding political stances that could divide customer bases.

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