Grocery Shopper Insights Show Intersection of Narrow Missions & Complex Motivators
Packaged Facts' March 2011 Food Shopper Insights Survey shows that a substantial proportion of grocery shopping trips were organized around narrowly focused missions, such as purchasing items needed for the next few days or picking up groceries shoppers had run out of. One in three were shopping to buy what they needed for a specific meal or recipe, one in five were picking up food in a grocery store rather than using fast food, and one in ten went grocery shopping because of "being hungry." …