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Grocery Retailing - US - February 2014

Grocery Retailing - US - February 2014 

When it comes to shopping for groceries, the choices can be overwhelming. While an increasing range of different retailers sell grocery items, their offerings vary. In a crowded marketplace, retailers need to clearly define and communicate how they differ from the competition, stand out by offering customized promotions to retain loyal shoppers, and feature incentives to entice new shoppers to visit their stores or websites.

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Table of Content

Scope and Themes

What you need to know

Definition

Data sources

Sales data

Consumer survey data

Abbreviations and terms

Abbreviations

Terms

Executive Summary

The market

Figure 1: Fan chart forecast of total US grocery retail sales, at current prices, 2009-18

Market factors

Growing Hispanic population will impact market for groceries

Figure 2: US Hispanic population, 2009-19

The impact of online and mobile shopping on groceries

Addressing the needs for special diets

The consumer

Most shop at supermarkets when buying groceries

Figure 3: Types of retailers shopped for groceries most often, November 2013

High interest in online grocery shopping, yet low incidence

Figure 4: Attitudes toward grocery shopping online, November 2013

Most choose grocery retailers based on price

Figure 5: Reasons for choosing grocery retailers (in-store or online shoppers), November 2013

Figure 6: Reasons for choosing grocery retailers (in-store shoppers), November 2013

Most grocery shoppers use coupons and look for sale items

Figure 7: Grocery shopping behavior, November 2013

Grocery shoppers desire personalized promotions and coupons

Figure 8: Innovations/Improvements desired when grocery shopping, November 2013

What we think

Issues and Insights

Who competes in the grocery market?

The issues

The implications

Is online shopping making headway in grocery shopping?

The issues

The implications

What do consumers think would make grocery shopping better?

The issues

The implications

Trend Applications

Trend: Make it Mine

Trend: Locavore

Mintel Futures: Human

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Market Size and Forecast

Key points

Positive outlook for grocery market

Figure 9: Total MULO sales and forecast of groceries at current prices, 2009-18

Figure 10: Total MULO sales and forecast of groceries at inflation-adjusted prices, 2009-18

Fan chart forecast

Figure 11: Fan chart forecast of total US grocery retail sales, at current prices, 2009-18

Market Drivers

Key points

Growing Hispanic population will impact grocery market

Figure 12: Hispanic population by age, 2009-19

Impact of online and mobile shopping

Addressing the needs of special diets

Figure 13: American adults by weight category as determined by body mass index (BMI), 2008-Oct. 28, 2013

Consumer confidence

Figure 14: University of Michigan’s index of consumer sentiment (ICS), 2007-13

Local food movement

Segment Performance

Key points

Competition from other retail channels

Figure 15: Distribution of expenditures on food for off-premise consumption, by channel, 2008-12

Supermarkets see highest sales, but other MULO gaining traction

Figure 16: MULO sales and forecast of groceries, by retail channel, at current prices, 2009-18

Figure 17: MULO sales of groceries, by retail channel, at current prices, 2011 and 2013

Food and drink dominate grocery sales

Figure 18: MULO sales and forecast of groceries, by product segment, at current prices, 2009-13

Segment Performance – Supermarkets

Key points

Supermarkets to experience low annual growth

Figure 19: Supermarket sales and forecast of groceries, at current prices, 2009-18

Food and drink comprises bulk of supermarket sales

Figure 20: Supermarket sales of groceries, by segment, at current prices, 2009-13

Segment Performance – Drug Stores

Key points

Drug stores’ sales of groceries expected to rise

Figure 21: Drug store sales and forecast of groceries, at current prices, 2009-18

HBC dominates drug store sales

Figure 22: Drug store sales of groceries, by segment, at current prices, 2009-13

Segment Performance – Other MULO

Key points

Other MULO represents fastest-growing grocery sector

Figure 23: Sales and forecast of groceries through other MULO channels, at current prices, 2009-18

Food and drink dominate other MULO sales, but higher share for household

Figure 24: Sales of groceries through other MULO channels, by segment, at current prices, 2009-13

Retailer Overview

Traditional supermarkets

Ahold USA

Delhaize

Giant Eagle

Kroger

Publix Super Markets

Safeway

Supervalu

Trader Joe’s

Wegmans

Whole Foods Market

Issues and opportunities for traditional supermarkets

Mass merchandisers

Walmart

Target

Meijer

Issues and opportunities for mass merchandisers

Warehouse clubs

BJ’s Wholesale Club

Costco

Sam’s Club

Issues and opportunities for warehouse clubs

Drug stores

CVS

Duane Reade

Rite Aid

Walgreens

Issues and opportunities for drug stores

Dollar stores and discount food stores

Dollar General

Dollar Tree

Family Dollar

ALDI

Bottom Dollar

Food 4 Less

Sav-A-lot

Issues and opportunities for dollar stores and discount food stores

Online retailers

Amazon.com

FreshDirect.com

Peapod.com

Issues and opportunities for online retailers

Innovations and Innovators

Instacart brings personal element to online shopping

Amazon expands into grocery

Subscription-based food services offer new way of shopping

Good Eggs offers local products in select markets

Peapod’s shoppable billboard

Figure 25: Peapod’s shoppable billboard truck, July 2013

Safeway opens on-site grocery store at Phoenix International Raceway

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Marketing Strategies

Consumer use of coupons and private label

Coupons/discounting

Private label

Theme: Personalized offers

Figure 26: Kroger direct mail piece, bonus savings for you, November 2013

Theme: Local appeal

Figure 27: Whole Foods email ad, passport fair, January 2014

Figure 28: Jewel-Osco “We’re not going anywhere,” television ad, December 2013

Figure 29: Safeway direct mail piece, more reasons to love, November 2013

Theme: Encourage trial

Figure 30: Peapod direct mail piece, $20 off first order, December 2013

Figure 31: Walmart Neighborhood market direct mail piece, see for yourself, October 2013

Figure 32: Amazon.com email ad, new year, new you, January 2014

Social Media – Grocery Retailing

Key points

Key social media metrics

Figure 33: Key social media metrics, January 2014

Market overview

Brand usage and awareness

Figure 34: Brand usage and awareness for selected grocery store retailers, November 2013

Interactions with grocery store retailers

Figure 35: Interactions with selected grocery retailers, November 2013

Online conversations

Figure 36: Online mentions from the selected grocery retailers, by day, July 21, 2013-Jan. 20, 2014

Where are people talking about grocery retailers?

Figure 37: Online mentions from the selected grocery retailers, by page type, July 21, 2013-Jan. 20, 2014

What are people talking about?

Figure 38: Topics of online conversation among the selected grocery retailers, July 21, 2013-Jan. 20, 2014

Analysis by brand

Kroger

Figure 39: Key social media metrics – Kroger, January 2014

Publix Super Markets

Figure 40: Social media metrics – Publix, January 2014

Whole Foods Market

Figure 41: Social media metrics – Whole Foods, January 2014

Safeway

Figure 42: Social media metrics – Safeway, January 2014

Trader Joe’s

Albertsons

Figure 43: Social media metrics – Albertsons, January 2014

Grocery Shopping Frequency

Key points

Most grocery shoppers shop weekly

Figure 44: Grocery shopping frequency, November 2013

Young men most frequent shoppers

Figure 45: Grocery shopping frequency, by gender and age, November 2013

Higher-income consumers shop for groceries most often

Figure 46: Grocery shopping frequency, by household income, November 2013

Retailers Shopped for Groceries

Key points

Most shop at supermarkets when buying groceries

Figure 47: Types of retailers shopped for groceries most often, November 2013

Older women prefer supermarkets, young adults shop at Walmart

Figure 48: Types of retailers shopped for groceries most often, by gender and age, November 2013

Lower-income consumers shop for groceries at Walmart, dollar stores

Figure 49: Types of retailers shopped for groceries most often, by household income, November 2013

Changes in Grocery Spending

Key points

Most shoppers spending the same amount on groceries compared to year ago

Figure 50: Changes in grocery spending, by store/store type, November 2013

18-34-year-old men spending more at Walmart, dollar stores

Figure 51: Spending more on groceries, by store/store type, by gender and age, November 2013

Lowest- and highest-income households spending more at Trader Joe’s

Figure 52: Spending more on groceries, by store/store type, by household income, November 2013

Attitudes toward Online Grocery Shopping

Key points

High interest in online grocery shopping, yet low incidence

Figure 53: Attitudes toward grocery shopping online, November 2013

Younger men most likely to shop online for groceries

Figure 54: Attitudes toward grocery shopping online, by gender and age, November 2013

Higher-income shoppers more likely to buy groceries online

Figure 55: Attitudes toward grocery shopping online, by household income, November 2013

Reasons for Choosing Grocery Retailers

Key points

Most choose grocery retailer based on price

Figure 56: Reasons for choosing grocery retailers, November 2013

Older men choose retailers based on price, young men seek healthy food

Figure 57: Reasons for choosing grocery retailers, by gender and age, November 2013

Prices at retailers most important to lower-income shoppers

Figure 58: Reasons for choosing grocery retailers, by household income, November 2013

Grocery Shopping Behavior

Key points

Most grocery shoppers use coupons and look for sale items

Figure 59: Grocery shopping behavior, November 2013

Older shoppers likely to shop with a list and stick to it, young men compare prices via app

Figure 60: Grocery shopping behavior, by gender and age, November 2013

High-income shoppers use coupons, look for sale items

Figure 61: Grocery shopping behavior, by household income, November 2013

Innovations/Improvements Desired in Grocery Shopping

Key points

Grocery shoppers desire personalized promotions and coupons

Figure 62: Innovations/Improvements desired when grocery shopping, November 2013

Younger men and women would like free home delivery of groceries

Figure 63: Innovations/Improvements desired when grocery shopping, by gender and age, November 2013

Shoppers of all income levels would like to redeem coupons via smartphone

Figure 64: Innovations/Improvements desired when grocery shopping, by household income, November 2013

Race and Hispanic Origin

Key points

Hispanics frequent grocery shoppers

Figure 65: Grocery shopping frequency, by race/Hispanic origin, November 2013

Whites favor supermarkets while Hispanics and Blacks shop at Walmart

Figure 66: Types of retailers shopped for groceries most often, by race/Hispanic origin, November 2013

Hispanics’ spending suggests convenience

Figure 67: Spending more on groceries, by store/store type, by race/Hispanic origin, November 2013

Hispanics most interested in shopping for groceries online

Figure 68: Attitudes toward grocery shopping online, by race/Hispanic origin, November 2013

Whites and Blacks choose grocery retailers based on price

Figure 69: Reasons for choosing grocery retailers, by race/Hispanic origin, November 2013

Whites most price sensitive

Figure 70: Grocery shopping behavior, by race/Hispanic origin, November 2013

Whites seek customized promotions

Figure 71: Innovations/Improvements desired when grocery shopping, by race/Hispanic origin, November 2013

Appendix – Other Useful Consumer Tables

Grocery shopping frequency

Figure 72: Grocery shopping frequency, by marital status, November 2013

Figure 73: Grocery shopping frequency, by household size, November 2013

Figure 74: Grocery shopping frequency, by employment, November 2013

Figure 75: Grocery shopping frequency, by generations, November 2013

Figure 76: Grocery shopping frequency, by Hispanic origin and household income, November 2013

Figure 77: Grocery shopping frequency, by interest in online shopping, November 2013

Retailers shopped for groceries

Figure 78: Types of retailers shopped for groceries most often, by marital status, November 2013

Figure 79: Types of retailers shopped for groceries most often, by household size, November 2013

Figure 80: Types of retailers shopped for groceries most often, by employment, November 2013

Figure 81: Types of retailers shopped for groceries most often, by generations, November 2013

Figure 82: Types of retailers shopped for groceries most often, by Hispanic origin and household income, November 2013

Figure 83: Types of retailers shopped for groceries most often, by interest in online shopping, November 2013

Changes in grocery spending

Figure 84: Spending more on groceries, by marital status, November 2013

Figure 85: Spending more on groceries, by household size, November 2013

Figure 86: Spending more on groceries, by employment, November 2013

Figure 87: Spending more on groceries, by generations, November 2013

Figure 88: Spending more on groceries, by Hispanic origin and household income, November 2013

Reasons for choosing grocery retailers

Figure 89: Reasons for choosing grocery retailers, by marital status, November 2013

Figure 90: Reasons for choosing grocery retailers, by household size, November 2013

Figure 91: Reasons for choosing grocery retailers, by employment, November 2013

Figure 92: Reasons for choosing grocery retailers, by generations, November 2013

Figure 93: Reasons for choosing grocery retailers, by Hispanic origin and household income, November 2013

Figure 94: Reasons for choosing grocery retailers, by interest in online shopping, November 2013

Grocery shopping behavior

Figure 95: Grocery shopping behavior, by marital status, November 2013

Figure 96: Grocery shopping behavior, by household size, November 2013

Figure 97: Grocery shopping behavior, by employment, November 2013

Figure 98: Grocery shopping behavior, by generations, November 2013

Figure 99: Grocery shopping behavior, by Hispanic origin and household income, November 2013

Figure 100: Grocery shopping behavior, by interest in online shopping, November 2013

Figure 101: Influence of advertising when shopping, by gender, May 2012-June 2013

Figure 102: Influence of advertising when shopping, by age, May 2012-June 2013

Figure 103: Influence of advertising when shopping, by household income, May 2012-June 2013

Figure 104: Influence of advertising when shopping, by race/Hispanic origin, May 2012-June 2013

Innovations/Improvements desired

Figure 105: Innovations/Improvements desired when grocery shopping, by marital status, November 2013

Figure 106: Innovations/Improvements desired when grocery shopping, by household size, November 2013

Figure 107: Innovations/Improvements desired when grocery shopping, by generations, November 2013

Figure 108: Innovations/Improvements desired when grocery shopping, by Hispanic origin and household income, November 2013

Figure 109: Innovations/Improvements desired when grocery shopping, by interest in online shopping, November°2013

Appendix – Social Media – Grocery Retailing

Brand usage or awareness

Figure 110: Brand usage or awareness, November 2013

Figure 111: Publix usage or awareness, by demographics, November 2013

Figure 112: Kroger usage or awareness, by demographics, November 2013

Figure 113: Albertsons usage or awareness, by demographics, November 2013

Figure 114: Safeway usage or awareness, by demographics, November 2013

Figure 115: Whole Foods usage or awareness, by demographics, November 2013

Figure 116: Trader Joe’s usage or awareness, by demographics, November 2013

Activities done

Figure 117: Activities done, November 2013

Figure 118: Publix – Activities done – I have looked up/talked about this brand online on social media…, by demographics, November 2013

Figure 119: Publix – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, November 2013

Figure 120: Publix – Activities done – I follow/like the brand on social media because…., by demographics, November 2013

Figure 121: Publix – Activities done – I have researched the brand on social media to…., by demographics, November 2013

Figure 122: Kroger – Activities done – I have looked up/talked about this brand online on social media…, by demographics, November 2013

Figure 123: Kroger – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, November 2013

Figure 124: Kroger – Activities done – I follow/like the brand on social media because…., by demographics, November 2013

Figure 125: Kroger – Activities done – I have researched the brand on social media to…., by demographics, November 2013

Figure 126: Albertsons – Activities done – I have looked up/talked about this brand online on social media…, by demographics, November 2013

Figure 127: Albertsons – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, November 2013

Figure 128: Albertsons – Activities done – I have researched the brand on social media to…., by demographics, November 2013

Figure 129: Safeway – Activities done – I have looked up/talked about this brand online on social media…, by demographics, November 2013

Figure 130: Safeway – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, November 2013

Figure 131: Safeway – Activities done – I follow/like the brand on social media because…., by demographics, November 2013

Figure 132: Safeway – Activities done – I have researched the brand on social media to…., by demographics, November 2013

Figure 133: Whole Foods – Activities done – I have looked up/talked about this brand online on social media…, by demographics, November 2013

Figure 134: Whole Foods – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, November 2013

Figure 135: Whole Foods – Activities done – I follow/like the brand on social media because…., by demographics, November 2013

Figure 136: Whole Foods – Activities done – I have researched the brand on social media to…., by demographics, November 2013

Figure 137: Trader Joe’s – Activities done – I have looked up/talked about this brand online on social media…, by demographics, November 2013

Figure 138: Trader Joe’s – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, November 2013

Figure 139: Trader Joe’s – Activities done – I follow/like the brand on social media because…., by demographics, November 2013

Figure 140: Trader Joe’s – Activities done – I have researched the brand on social media to…., by demographics, November 2013

Online discussion

Figure 141: Online mentions from the selected grocery retailers, by day, July 21, 2013-Jan. 20, 2014

Figure 142: Online mentions from the selected grocery retailers, by page type, July 21, 2013-Jan. 20, 2014

Figure 143: Topics of online conversation among the selected grocery retailers, July 21, 2013-Jan. 20, 2014

Appendix – Trade Associations

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