Shoppers show little loyalty when it comes to grocery visiting an average of four different supermarkets a month, according to new research.
More than half of the 1,000 people surveyed for the 2016 Shopper Stock Take Index say they split their shopping across several stores to benefit from the best promotions.
During one month, 82% of UK shoppers used the Big Four grocers, 43% visited discounters, 39% went to convenience stores, 28% shopped online and 6% spent with local specialists.
Meanwhile, a quarter of people say time restraints drive their shopping logistics.
Price is the main reason 71% of shoppers visit the discounters. However, 47% say it is because they know they are getting good value without having to work out promotions.
The unusual foods sold at discount retailers pull in shoppers, with 23% giving it as a reason to shop at them.
The research was conducted by Shoppercentric, which today published the first of what will become an annual review of UK shopper’s thoughts and feelings about the grocery retail sector.
“We are witnessing a post-recessionary trend in which many shoppers quell their impulsivity and take an even more considered approach to their spending”
Shoppercentric managing director Danielle Pinnington said: “We are witnessing a post-recessionary trend in which many shoppers quell their impulsivity and take an even more considered approach to their spending.
“Their expectations of grocery retailers include great quality and service, not just low pricing. By truly understanding shoppers shifting dynamics a smart retailer or brand can start different conversations that potentially standout from the competitive crowd, and resonate with a more thoughtful shopper mindset.”
A majority of 54% of those questioned say they preferred every day low pricing rather than the high-low strategy often employed by grocery retailers.
Promotions are rife in today’s grocery market as the price war rages on. Price matching is attractive to 84% of shoppers, but promotions that require scanning or mobile communications are far less popular. Scanning a barcode or QR code does not appeal to two thirds of shoppers.
However, a whopping 89% like to receive money off or loyalty point coupons.
Shoppers are becoming more considered, with 86% saying they are now more careful about avoiding waste, and 80% buying fresh food as and when they need it.
But price still wins over ethical concerns, with 57% saying they are more focused on cost than ethical or environmental considerations.
A fifth of shoppers use a price comparison site while 30% search deal and voucher websites. Vouchers from traditional media are also very popular, with 41% of shoppers collecting coupons from magazines or flyers.