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The Modern ShopperMAY 2015
Fluent – The Modern Shopper 2015 The Modern Shopper 2015 – Fluent2 3
Fluent’s inaugural “The Modern Shopper” survey provides insights into the latest consumer trends of interest to shopper marketing, grocery retail, and consumer packaged goods (CPG) marketing professionals. Leveraging the Fluent ad network’s proprietary real-time survey technology, 1,829 American adults were asked a range of questions pertaining to everything from their use of technology for couponing, to their average monthly spending on groceries, to their favorite food and beverage brands as they head into Memorial Day weekend and the summer grilling season.
The Modern Shopper
Fluent – The Modern Shopper 2015 The Modern Shopper 2015 – Fluent2 3
Fluent – The Modern Shopper 2015 The Modern Shopper 2015 – Fluent4 5
Shoppers are Price ConsciousShoppers are as price conscious as ever, with more than 50% saying that “value and savings” are their most important considerations when buying groceries, and a majority (42.4%) also stating that lower prices would be their top reason for buying a new brand or product.
Despite being sensitive to price, when asked whether they were more likely to buy store-brand or national-brand food products, shoppers were evenly split or had no preference. Lastly, shoppers indicated they were open to trying new brands and products – fewer than 7% of respondents said they’d “never” try a new brand, and nearly 20% said that they “always” like to try new products.
When you go shopping for groceries what is most important to you?
Value & savings
Taste & quality
Health & nutrition
Low calories & weight loss
Other
Price is lower
New flavors
Healthier option
Larger size
Other
Why would you buy a new food brand or product?
Do you like to try new food brands or products?
22.6%National Brand
21.1%Store Brand
19.5%Always
18.1%Often
55.5%Sometimes
6.9%Never
56.3%No Preference
0 10 20 30 40 50 0 10 20 30 40 50
6.7% 14.9%
51.1% 42.4%
19.9% 22.4%
18.5% 17.6%
3.8% 2.8%
Do you prefer to buy store-brand or national brand products at
supermarkets?
Shoppers are Making Healthier ChoicesSurvey respondents in every income bracket reported making healthier choices over the past year. People with higher household incomes were the most likely to say they’ve made healthier choices at the register, and they were also more likely to prefer non-GMO and gluten-free products.
Over the past year, have you intentionally been making more healthy choices at the supermarket?
80
60
40
20
0
$0-$20,000
$0-$20,000
$0-$20,000
$20,001-$40,000
$20,001-$40,000
$20,001-$40,000
$40,001-$60,000
$40,001-$60,000
$40,001-$60,000
$60,001-$80,000
$60,001-$80,000
$60,001-$80,000
$80,001 or more
$80,001 or more
$80,001 or more
Yes
No58.1
%
21%
65.6
%
20.4
%
69.1
%
14.8
%
68.4
%
13.7
%
79.3
%
9%
Household income
Household income Household income
KEY
50
40
30
20
10
0
Do you prefer gluten-free food products? Do you prefer non-GMO food products?70
60
50
40
30
20
10
015
.2%
15%
52.7
%
37.2
%
15.5
%
18.9
%
57.2
%
36.4
%
14.4
%
23.5
%
63.5
%
32.6
%
18%
35%
60.7
%
42.7
%
19.8
%
32.4
%
58.6
%
31.5
%
* Respondents who answered “Not Sure” or “Don’t Know” are omitted from charts
Fluent – The Modern Shopper 2015 The Modern Shopper 2015 – Fluent6 7
How Shoppers Shop – and SaveNot surprisingly, households with children in the home were much more likely to report both spending more on groceries and redeeming coupons more frequently than households without children.
Email is a popular channel for receiving discounts, with over 40% of households earning more than $80,000 a year saying they’ve signed up for email newsletters that include coupons. Mobile alerts are an emerging channel for shoppers, with 20-25% of households earning at least $40,000 a year saying they’ve subscribed to them.
While the old standby of couponing, Sunday newspaper inserts, are still primary go-to’s for many consumers, downloading coupons to mobile apps is now the second choice, with digital print-at-home coupons following close behind.
How often do you redeem coupons at your grocery store?
At least two times
$101-$200
At least one time
Less than $100
At least 3 times
At least 4 timesNever
35
30
25
20
15
10
5
0
35
30
25
20
15
10
5
0
70
60
50
40
30
20
10
0In the average month, about how much does your household spend on groceries?
Have you signed up to receive discounts and coupons via email from your favorite grocery store?
Have you signed up to receive mobile alerts from your favorite grocery store?
$201-$300$301-$400
More than $400
60
50
40
30
20
10
0
$0-$20,000
$0-$20,000
$20,001-$40,000
$20,001-$40,000
$40,001-$60,000
$40,001-$60,000
$60,001-$80,000
$60,001-$80,000
$80,001 or more
$80,001 or more
67.1
%
19.8
% 25.2
%
21.4
%
67.4
%
65.2
% 69.2
%
24.3
%
64%
54.6
%
33% 39
.1%
35.9
% 41.4
%
53.4
%
48.7
%
49.6
%
45.1
%
14.9
%24
.4%
Monthly coupon redemption
13.7
%
33.6
%
6.2%
17.5
%
27.8
%
15.2
%
9.8%
24%
24.1
% 28.2
%
33.8
%
14.7
%
11% 14
%
26.6
%
31.5
%
14.3
%
12.8
%
21.5
%
19.9
%
Have Children
Don’t Have Children
Yes
No
KEY KEY
How do you get most of your grocery coupons?
0 2 4 6 8 10 12
Red Plum coupon
Download to a mobile app
Digital print at home
Smartsource coupon
Email newsletters
10.9%
8.6%
7.8%
7.4%
6.5%
Household income
Household income
* Respondents who answered “Not Sure” or “Don’t Know” are omitted from charts
Fluent – The Modern Shopper 2015 The Modern Shopper 2015 – Fluent8 9
At least two times
At least two times
At least one time
At least one time
At least 3 times
At least 3 times
At least 4 times
At least 4 timesNever
Never
35
30
25
20
15
10
5
0
35
30
25
20
15
10
5
0
Digital Shoppers are the Most Valuable Customers
Shoppers who have signed up for email newsletters and/or mobile alerts are more likely to spend more at the register, redeem coupons more often, and are more willing to try new products and services than their non-digital counterparts.
Email list members are nearly twice as likely to redeem coupons at least 3 or 4 times a month, are 5% more likely to spend between $300 - $400 per month on groceries,
How often do you redeem coupons at your grocery store?
How often do you redeem coupons at your grocery store?
33.1
%
17.1
%
16%
26.1
%
7.7%
35.2
%
13.7
%
9.6%
14.4
%
27.1
%
30
25
20
15
10
5
0
30
25
20
15
10
5
0
60
50
40
30
20
10
0
60
50
40
30
20
10
0Always AlwaysOften OftenSometimes SometimesNever Never
In the average month, about how much does your household spend on groceries?
In the average month, about how much does your household spend on groceries?Do you like to try new food brands or products? Do you like to try new food brands or products?
$101-$200$101-$200
Less than $100
Less than $100$201-$300
$201-$300$301-$400
$301-$400
More than $400
More than $400
8.1%
22.3
% 24.3
%
23.9
%
21.4
%
20%
21.8
%
50.9
%
7.4%9.
6%
26.4
%
27.9
%
18%
18.2
%
19.8
%
16.2
%
57.6
%
6.3%
Email Subscribers
Non-Email Subscribers
Mobile Subscribers
Non-Mobile Subscribers
KEY KEY
30.7
%
19.2
%
16.2
%
27.4
%
6.5%
35%
13.3
%
10.9
%
16.2
%
24.7
%
and are 3% more likely to spend $400 or more per month than non-email list members. They are also 6% more likely to try new products often.
The numbers are similar for mobile-alert subscribers, with the exception being that mobile-alert subscribers are even more likely to be receptive to new brands and products “often”, or even “always.”
9.4%
21.2
%
25.7
%
21.2
%
22.4
%
8.8%
26.5
%
26.3
%
19.3
%
19.1
%
24.2
%
20.4
%
46.3
%
9.1%
18.4
%
16.9
%
58.6
%
6.1%
Monthly coupon redemption Monthly coupon redemption
* Respondents who answered “Not Sure” or “Don’t Know” are omitted from charts
Fluent – The Modern Shopper 2015 The Modern Shopper 2015 – Fluent10 11
Do you spend more or less on groceries over the summer?
Which hot dog brand do you purchase most often out of the list below?
Which potato chip brand do you purchase most often out of the list below?
Which soft drink brand do you purchase most often out of the list below?
0 5 10 15 20 25 30 35
29%
10.6%
10.6%
9.7%
61%
30%
27.6%
14.5%
12.9%
11.2%
8.4%
8.4%
6.5%
4.3%
45.6% More
37.2% About the same
17.2% Less
Oscar Mayer
Ball Park
Hebrew National
Hillshire Farms
Nathan’s
34.2%
0 10 20 30 40 50 60
0 10 20 30
Lays
Ruffles
Pringles
Kettle Brand
Wise
Coca Cola
Pepsi Cola
Dr. Pepper
Sprite
Mountain Dew
Getting the Grill Ready
Summer Staples
The majority of consumers expect to spend more on groceries in the summer months. When it comes to those staples of the outdoor grilling season – hot dogs, potato chips, and cold beverages – Oscar Mayer, Lays, and Coca-Cola reign supreme.
Fluent – The Modern Shopper 2015 The Modern Shopper 2015 – Fluent12 13
Recommendations
About the ReportMethodology
Fluent’s “The Modern Shopper” survey was conducted online within the United States by Fluent, Inc. from May 11 – 12, 2015 among 1,829 adults aged 18 and older. Respondents were randomly selected, and the findings are at a 99% confidence level with a margin of error of +/- 3.5%. Due to rounding, percentages may not always add up to 100% in the charts. Fluent’s proprietary ad serving technology includes a real-time survey module that was used to facilitate the data collection for this study.
Media and analyst inquiries: [email protected]
CPG and grocery retail marketers should make email acquisition a strategic priority. Shoppers who sign up for email newsletters are likely to be their most valuable customers, with higher incomes, higher propensities to redeem coupons, and higher price tags at the register. Email presents an opportunity to build a 1:1 relationship with these high liftetime value customers at a low cost to marketers.
Beef up mobile alert programs. Fluent’s “Devices and Demographics” research series shows that marketers are now operating in a mobile-first world, with about 60% of American adults consuming the web through smartphones and tablets. But across all income brackets, only 18.5% of consumers say they have signed up for mobile alerts from their favorite grocers. Mobile usage will only continue to grow, and CPG and grocery retail marketers should likewise accelerate programs designed to make accessing real-time discounts and shopping mobile devices easy and commonplace.
Craft messaging and target offers based on individual-level customer insights. Whether customers (or potential new customers) prioritize value and savings, healthy choices, have children in the home, or are gluten-free, marketers should leverage the state-of-the art in ad-targeting at the top-of-the-funnel, and CRM at the bottom of it, in order to successfully engage with consumers from their very first encounters with brands, all the way through to conversion and lifetime loyalty.
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Fluent – The Modern Shopper 2015 14
Fluent is the industry leader in digital customer acquisition. The company’s proprietary ad serving technology and extensive digital media network enable marketers to acquire their best customers, with precision, at a massive scale. Leveraging compelling promotional content, 1st-party data, and real-time survey interaction with consumers, Fluent has helped more than 500 leading brands and direct marketers acquire millions of customers since its inception. The company is privately held and based in New York City. To find out more, visit www.fluentco.com.
About Fluent
33 Whitehall St. New York, NY 10004 | 646.647.2966 fluentco.com | [email protected]
Fluent Inc.
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