Aussie Grocery Shoppers Less Loyal To Brands Than Ever Before, Says Study

Aussie Grocery Shoppers Less Loyal To Brands Than Ever Before, Says Study
SHARE
THIS



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.

He said: “Having invested heavily in technology such as Shopper Ai, a new platform that collates data from multiple providers and real-time shopper analytics into one ecosystem, we are able to deliver the best audience-led solutions to brands.”

Please login with linkedin to comment

brand loyalty Shopper Media Group

Latest News

Shot of a young woman gardening at home
  • Media

iStock Reveals Top Tips To Visualise Sustainability In ‘21

After an unprecedented year of challenges, iStock research has shown that Australians and New Zealanders are increasingly expecting businesses to communicate with greater empathy, both in terms of a brand’s language as well as its visuals. Celebrated globally on April 22, Earth Day presents a timely opportunity for businesses to put empathy into practice, iStock […]

opr Report: The Need To Rethink Content In A Post-Pandemic World
  • Media

opr Report: The Need To Rethink Content In A Post-Pandemic World

A new report shows the need for brands and organisations to rethink their approaches to marketing and communications content in a post-pandemic world. The new report, titled Future of Content and part of opr’s Futures series, takes an in-depth look at the changing way audiences find, consume, make and share content in Australia and around the […]

Wednesday TV Wrap: Lego Masters Top Performing Entertainment Third Night In A Row Despite Viewer Drop
  • Media

Wednesday TV Wrap: Lego Masters Top Performing Entertainment Third Night In A Row Despite Viewer Drop

Lego Masters and Masterchef both again experienced a nightly drop-off, though at less extreme rates than on Tuesday. While Lego Masters dropped by 16,000 from Tuesday night to reach 766,000 viewers, it was again the top-performing entertainment show for the third night in a row since its premiere. Last night’s episode was a ‘night before Christmas’ spectacular […]

by B&T Magazine

B&T Magazine
ThinkNewsBrands Shifts To Roy Morgan, Drops emma, For Readership Data
  • Media

ThinkNewsBrands Shifts To Roy Morgan, Drops emma, For Readership Data

ThinkNewsBrands has today announced the appointment of Roy Morgan to oversee news readership measurement from 1 July. As part of this decision, emma will be retired. ThinkNewsBrands said the decision to shift came after it had listened to the industry and acknowledged the need to implement a single unified readership metric for total news, produced by one entity rather than […]

Clems Melbourne’s Jonny Berger Joins CHEP As Managing Partner
  • Media

Clems Melbourne’s Jonny Berger Joins CHEP As Managing Partner

CHE Proximity has announced the appointment of Jonny Berger as managing partner, moving within the Clemenger Group to join CHEP from Clemenger BBDO Melbourne. With almost 20 years of experience, Berger joins the executive team in Sydney leading the Samsung account. Justin Hind, CEO at CHE Proximity said, “Jonny is a key senior addition to […]

Senior man wearing a protective mask and using a phone at home, during COVID-19 pandemic.
  • Media

The Number Of Australians Aged Over 75 On Social Media Doubled In 2020

Older Australians turned to social media apps and other forms of digital communication like never before during COVID-19, new research from the Australian Communications and Media Authority (ACMA) shows. The study found that 41 per cent of Australians aged 75 and were using social media in June of 2020, up from 18 per cent in […]

by B&T Magazine

B&T Magazine
Samsung Ads Bolsters Australian Presence With Three New Hires
  • Media

Samsung Ads Bolsters Australian Presence With Three New Hires

Samsung Ads Australia has confirmed the appointment of three new key members of its expanding Sydney-based team, including Laura Wall [pictured] ex-Shopper Media Group, Luke Fox ex-BBC Global News, and Sharon Miranda ex-News Corp. This announcement follows the appointment of Alex Spurzem as General manager in July 2020. Samsung Ads Australia began its soft launch […]

Starcom Wins Tourism Tasmania’s Media
  • Media

Starcom Wins Tourism Tasmania’s Media

Publicis’ Starcom has been appointed by Tourism Tasmania to manage its media account, encompassing strategy, planning, buying and digital media. Starcom has been tasked with connecting people with the island state both culturally and emotionally, focusing both on domestic travellers and planning for the returning international traveller. Emma Terry, chief marketing officer, Tourism Tasmania said: […]

Pinterest And Shopify Expand Partnership
  • Marketing

Pinterest And Shopify Expand Partnership

Pinterest and Shopify have announced the expansion of their partnership to 27 additional countries. The partnership will provide more than 1.7 million Shopify merchants around the world with an easy way to bring their products to Pinterest and turn them into shoppable Product Pins to be discoverable across the platform. With the evolution of the […]

Zenith Names Sarah Heitkamp As Head Of Strategy & Planning
  • Media

Zenith Names Sarah Heitkamp As Head Of Strategy & Planning

Zenith Australia has announced the promotion of Sarah Heitkamp to the new role of head of strategy and planning – Sydney. Heitkamp moves from her current position as Sydney strategy director effective immediately, reporting to Zenith Sydney Managing Director, Jonny Cordony. Heitkamp returned to Zenith Australia at the beginning of last year after a two-year […]

Concept of work support human resources in the network.
  • Partner Content

How Brands And Retailers Can Create A Personalised Customer-First Experience

There’s no doubt the retail sector has been through a massive transformation in the last 12 months and with Australian consumers shopping online more than ever there’s a wealth of data to be learned, that will benefit retailers and marketers. The BigCommerce 2021 State of Ecommerce ANZ Report leverages the data of the Top 100 […]

Partner Content

by B&T Magazine

B&T Magazine