Today’s modern grocery shoppers are savvier, less brand loyal and more open to switching both products and retailers than ever before, according to a new research study commissioned by Shopper Media Group.

The Evolution of the Modern Grocery Shopper 2019 is a qualitative and quantitative research study commissioned by Shopper Media Group to better understand the modern grocery shopper and identify key conversion points on their shopping journey.

The study found that convenience is king, with 84 per cent of grocery buyers shopping at local or medium centres.

However, 75 per cent of grocery buyers don’t stick to a shopping list, and 77 per cent of those who do use a list don’t specify brands – two key points that highlight the challenges faced by brands in reaching consumers.

Shopper Media Group head of data and insights Emily Sak said” “The research shows how the behaviour of modern grocery shoppers play out in the supermarket environment.

“Each choice is the result of a complex interplay between their overarching mindset towards shopping and the specific shopping mission for that supermarket trip.”

The study identified four mindsets or approaches to shopping: the bargain hunter, who views shopping as a game they intend to win; the explorer, who sees shopping as precious time out; the ninja, who treats shopping as a race; and the brand devotees, who buy trusted brands rather than being swayed by price.

The study also highlighted the key missions that further influence how products land in a consumer’s basket. From ‘what’s for dinner’ ventures to a quick top-up shop and weekly or bulk shopping visits, each mission has an impact on how shoppers respond to advertising cues.

Sak said: “Shoppers can oscillate between being price sensitive or invested in quality, willing to linger or looking for a shortcut.”

With seven out of 10 grocery buyers admitting they don’t take the time to browse for new products and brands, and two in three shoppers employing aisle avoidance to save time and money, retail digital out-of-home (DOOH) advertising has been pinpointed as a powerful tool for brand conversion.

DOOH targets bespoke audiences at specific times in the retail environment and serves up key messages directed at both the shopper’s mindset and mission.

Findings from the research indicate that grocery buyers are 40 per cent more likely to notice retail panels than point-of-sale. The study also suggests that consumers are increasingly embracing their local centres.

While convenience is a key factor, shoppers are also drawn by a heightened sense of community. This presents brands with the opportunity to adopt a more localised approach within neighbourhood centres using DOO

Shopper Media Group head of revenue H. Jamie Hollebone said data from the study is being used to drive the efficacies of Shopper Media Group’s DOOH SmartLite panels.