Despite overall bleak headlines about retail’s slowdown in the last year, there are still some pockets of growth happening across the U.S. grocery retail landscape. To understand where these pockets exist, retailers must first understand the dynamics of consumers’ shifting shopping habits in recent years across channels.
For the first time in over a decade, shoppers actually made more trips to stores, taking an average of 109 trips per household in 2016. However, despite this increase in trips, overall spending was flat, as 85% of those additional trips had smaller basket sizes (less than 15 items per trip) compared to the year prior. More frequent trips with smaller basket sizes leads to less worth in dollar sales for retailers.
Read more at Nielsen: Deep Discount Grocery Stores Are Gaining Share with Store Brands
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Gary Pageau is principal of InfoCircle LLC, continuing his marketing communications career. InfoCircle LLC is a marketing and communications consulting firm, specializing in business-to-business markets.
For nearly 25 years, he was with PMA International, serving most recently as Publisher, Content Development and Strategic Initiatives. His primary responsibilities included overseeing the Association’s editorial department, marketing research unit, education and corporate relations department.
