February 2014 DigiTaL gRoceRy ShoPPing TRenDS

February 2014
What American Families are Cooking and Eating
Digital Grocery Shopping Trends
The rapid adoption of mobile devices among shoppers is
creating opportunities for brands to rethink how, when, and
where they connect with their target audiences. With mobile
devices in hand, consumers are no longer required to scour
weekly newspapers, clip coupons, scribble lists on scraps
of paper, or come prepared with printed recipes to inform
their purchase behaviors. The integration of mobile devices,
specialized apps/ mobile sites, and free in-store wireless
connectivity allows consumers to access product, pricing and
meal preparation instructions as they navigate the aisles.
Allrecipes’ 2014 Digital Grocery Shopping Survey takes a
look at consumers’ attitudes and behaviors towards digital
shopping tools. To participate in the survey, respondents
were required to own a smartphone and be a primary
household grocery decision maker.
Grocery Shopping
DIGITAL BEHAVIORS
Compare Prices
Shopping Lists
Find Recipes
Clip Coupons
Product Reviews
Product Information
Time, Money,
and Preparing Recipes
Drive Shopping List Use
Insight#1
Shopping lists continue to have broad appeal.
Nearly all survey respondents always (61%)
or sometimes (32%) use a list when grocery
shopping. The strongest motivations and benefits
for using a shopping list are tied to saving time
and money, coordinating shopping among multiple
shoppers and stores, and preparing recipes.
Key motivations for shopping list use
SALE
Make sure to
purchase recipe
ingredients
88%
Save time
shopping
87%
Allrecipes.com Measuring Cup
BUY
Save money by
purchasing only
needed items
Make sure I
purchase on-sale
ingredients
Helps me
shop at
multiple stores
Allows others in
household to do
grocery shopping
Purchase
groceries
online
74%
73%
63%
48%
28%
February 2014: DIGITAL GROCERY SHOPPING BEHAVIORS
1
Planners and Impulse
Shoppers Share the Same Aisle
Insight #2
What sort of shopper are you?
Grocery
shopping
style
HAVE viewed a
list/recipe in-store
on their smartphone
Have NOT viewed a
list/recipe in-store
on their smartphone
% Change
Planner
68%
61%
+11%
Family friendly
53%
50%
+6%
Deal hunter
45%
46%
-2%
Multi-store
shopper
44%
40%
+10%
Meal-by-meal
shopper
32%
18%
+77%
Last-minute
shopper
24%
12%
100%
20%
13%
+54%
Impulse
shopper
Insight #3
Using smartphones to access digital
lists and recipes has a strong appeal
for a range of shopping types—
the most significant group being
planners; more than two-thirds of
home cooks who view lists/recipes
on their smartphones while instore consider themselves planners
compared to the total audience of
home cooks with smart phones.
They keep company with last-minute
shoppers and impulse buyers. Survey
results also indicate the strong appeal
of digital lists/recipes for last-minute
shoppers and impulse buyers. In fact,
shoppers who have used a digital list
or looked at a recipe in-store were
nearly twice as likely to consider
themselves a last-minute shopper.
If It’s Not on the List, It’s Not in the Cart
Do your purchases follow
your original list?
Shopping List
With half of digital shoppers (55%) sticking to only the items
on their list when buying groceries, it’s essential for brands to
understand what influences the likelihood for shoppers to add
products to their list. Survey responses suggest the most powerful
ways get a product added to a list are: 1) coupons/savings, 2)
community (positive product reviews), and 3) content (recipes).
What would lead you to add to your list?
hold firm to
their lists
55%
45%
are more
flexible
1
Coupons
& Savings
3
Recipe
Needs
3 eggs
1/2 cup...
2 Tbsp...
s
Coupon
and
s
Saving
82%
Allrecipes.com Measuring Cup
2
Positive
Reviews
57%
~85%
February 2014: DIGITAL GROCERY SHOPPING BEHAVIORS
2
Digital Shopping Lists and
Coupons Lead In-Store Mobile Use
Insight #4
The smartphone’s ability to meet
a wide range of needs is helping to
secure its position as a mainstay
grocery shopping companion. In
addition to the use of digital shopping
lists, shoppers are also using their
phones to access digital coupons,
compare prices, find recipes, and
search for product information.
With the exception of sending texts,
Millennials with smartphones are
more likely than older generations
to use their smartphones for a
broad range of tasks.
Which of the following activities have you done on your
smartphone while shopping at the grocery store?
58%
Compare prices
34%
51%
Access
shopping list
42%
46%
Find recipes
23%
40%
Find digital
coupons
30%
23%
Search for product
information
Find product
reviews
The Future
of the Shopping List?
Insight #5
17%
17%
 Millennials
 All Others
9%
While we don’t have a crystal ball, Allrecipes thought
it would be fun to consider how advances in digital
technology may affect how we shop and cook. Take a
look! What’s your prediction?
Wearables
Smart Appliances
eGrocers
Digital coupons
Google Glass &
smartwatches
Web-connected
appliances
Delivery/click &
collect
Mobile & social enhanced
coupon book
Allrecipes.com Measuring Cup
February 2014: DIGITAL GROCERY SHOPPING BEHAVIORS
3
About Allrecipes.com
Methodology
Allrecipes, the world’s largest digital food brand, receives
more than 1 billion visits annually from family-focused
women who connect and inspire one another through
photos, reviews, videos and blog posts. Since its launch
in 1997, the Seattle-based social site has served as a
dynamic, indispensable resource for cooks of all skill levels
seeking trusted recipes, entertaining ideas, everyday
and holiday meal solutions and practical cooking tips.
Allrecipes is a global, multi-platform brand with 18 web
and mobile sites, 11 mobile apps, and 15 eBooks serving 23
countries in 12 languages. In November 2013, Allrecipes
magazine launched nationwide, and an Allrecipes cooking
segment premiered on The Better Show. Allrecipes is
part of Meredith Corporation, the leading media and
marketing company serving American women. For
additional information regarding Meredith, please visit
www.meredith.com. For additional information regarding
Allrecipes, please visit press.allrecipes.com.
The Allrecipes Digital Shopping List Survey was conducted
on December 3, 2013. A panel was used to allow for
objectivity and even distribution across age segments.
Respondents were required to be the primary grocery
shopper for their home and own a smart phone. The
gender breakout was 69 percent women, 31 percent
male, and 50 percent of respondents had children in
their households. No incentives were used to reward or
incent participation. For more information on the survey
methodology such as response counts for each question
or details on questions in order or format, please feel
contact us.
About Meredith Corporation
Please Contact:
Meredith Corporation (NYSE:MDP; www.meredith.com)
is the leading media and marketing company serving
American women. Meredith features multiple well-known
national brands—including Better Homes and Gardens,
Parents, Family Circle, Allrecipes.com, Fitness, American
Baby and EveryDay with Rachael Ray—along with local
television brands in fast-growing markets. Meredith is
the industry leader in creating content in key consumer
interest areas such as home, family, food, health and
wellness and self-development. Meredith uses multiple
distribution platforms—including print, television, digital,
mobile, tablets, and video—to give consumers content
they desire and to deliver the messages of its advertising
and marketing partners.
Esmee Williams
Allrecipes.com Measuring Cup
Vice President of Brand Marketing
206–436–7416
[email protected]
February 2014: DIGITAL GROCERY SHOPPING BEHAVIORS
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