2018食品杂货行业报告（英文版）-3mb

2018 Grocery Industry Report Summary

Core Content

The 2018 Grocery Industry Report by TrendSource explores the current state of omnicannel shopping—the integration of digital and in-store experiences—among consumers. It also examines corporate ethics, political alignment, and shopping preferences across generational and income segments.

Main Points

1. Consumer Preferences for Grocery Stores

• 76.5% of respondents have a favorite grocery store.
• Millennial 1s (18-28 years) have the highest rate of having a favorite store at 81%, likely due to price sensitivity.
• Silent Generation (73+ years) also shows strong loyalty, with 92% having a favorite store.

2. Primary Reason for Choosing a Favorite Store

• Price/Value is the top reason (37%) for choosing a favorite store.
• Product quality (21.4%), location convenience (15.7%), and rewards (12.1%) follow.
• Higher-income consumers are less price-sensitive and prioritize quality and discovery more than lower-income groups.

3. Omnicannel Adoption Rates

• In-store shopping remains the most common, with a 4.72 frequency on a 5-point scale.
• Digital ordering (delivery and click-and-collect) is underutilized, with 1.52 and 1.22 frequency scores respectively.
• Adoption rates are consistent across community, generation, and income segments.

4. In-Store Experiences That Cannot Be Matched Online

• In-person browsing is the most important in-store experience, with 3.08 on a 5-point scale.
• Discovering new foods and employee assistance are also highly motivating.
• Online shopping is often done with a predefined list, limiting opportunities for impulse purchases and discovery.

5. Cleanliness and Ethics as Key In-Store Factors

• Cleanliness is the most important factor when choosing between similarly priced stores (4.41), followed by food and product offerings (4.37) and safety (4.19).
• Corporate ethics do not rank very high in consumer priorities, though vegan/vegetarian respondents rate all ethical issues significantly higher than omnivores.

6. Political Alignment and Store Loyalty

• Political support for candidates or issues is a high-risk factor for store loyalty.
• Supporting a candidate that consumers oppose can lead to a 34.39% drop in store preference, while supporting one they favor may only lead to a 25.21% increase.
• Urban consumers are more likely to be influenced by a store’s political stance than suburban or rural ones.
• Higher-income households are more likely to be influenced by political alignment.

7. Checkout Preferences

• Traditional checkout with employee assistance is still the most preferred method.
• Self-checkout is the second most popular, indicating a familiarity factor.
• Newer technologies like scan-as-you-go and automatic payment are less preferred, though millennials show more openness to these options.

8. Shopping Socially

• Most consumers prefer to shop alone (39.54%), with minimal interaction.
• Millennial 1s are more likely to shop with a family member or friend.
• Silent Generation is also more inclined to shop alone but interact with others in-store, possibly for social engagement.

Key Recommendations

• Avoid political alignment with candidates or issues to prevent alienating a large portion of consumers.
• Continue developing alternative checkout options, as younger generations may become more receptive to them over time.
• Maintain store cleanliness as a critical differentiator, especially in a competitive pricing environment.
• Enhance digital browsing experiences to encourage exploration and discovery, which are key motivators for in-store visits.
• Engage with senior shoppers by smiling and greeting them, as they are more likely to interact with staff.

Conclusion

The report highlights the importance of price, cleanliness, and discovery in consumer grocery choices, while cautioning grocers against political entanglements. It also underscores the need for improved digital experiences that mirror in-store browsing and the value of social engagement for certain demographics, particularly seniors. As the industry evolves, grocers must balance digital innovation with traditional in-store strengths to remain competitive.