An analysis of more than 32 million shoppers across almost 10,000 grocery stores during a 52-week period ending in mid-year 2013 has found that on average, shoppers bought just 0.7% of available products. The study, conducted by Catalina Marketing [download page], also reveals that this selectivity tends to apply across various grocery departments and is relatively consistent when segregating shoppers by age and income.
Consumers’ selectivity is even more pronounced when looking at their weekly and quarterly shopping habits. While they purchased an average 260 UPCs of the 35,372 available on store shelves over the course of the year (0.7%), on a quarterly basis they purchased an average of just 83 items (0.23% of those available) while on a weekly basis they bought just 13 different items (0.04%).
What’s interesting to see is that the figures don’t appear to have been dragged down by infrequent or low-value shoppers. Instead, the top shoppers in the study – who accounted for 80% of retailers’ sales during the period – bought only 1% of available items. While that’s higher than the overall average, it still reflects very strong selectivity.
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