MasterCard MasterIndex(TM) Checking Out the Canadian Grocery
Shopping Experience Profiles the Evolution in Canadian Grocery Shopping
TORONTO, Aug. 26 /CNW/ - Canadians spend on average 62 hours or almost
three days per year grocery shopping. Despite all this time spent shopping,
the majority of Canadians say they enjoy the experience. But who is doing the
shopping and how they do it is evolving, according to the MasterCard
MasterIndex(TM) Grocery Report: Checking Out the Canadian Grocery Shopping
Experience, an original research report on grocery shopping in Canada. To
access the full report, please visit www.mastercard.ca.
According to the MasterIndex Grocery Report, the average Canadian grocery
shopping trip is most likely to occur every week on Saturday between 6:00 am
and 2:00 pm, in a grocery store (vs. a club or big box store), lasts
57 minutes and costs about $140. Before all this shopping gets underway lists
are usually created, flyers are regularly consulted and coupons are sometimes
clipped. This trip is no longer the responsibility of the woman of the house;
grocery shopping is now more likely to be done by men or shared equally with
spouses than handled exclusively by women.
The Rise of the Male Grocery Shopper
"Men are handling the grocery shopping more than ever before - either on
their own or shared with their spouse" said Julie Wilson, Director, Public
Affairs, MasterCard Canada. "With the emergence of men doing more of the
shopping, it will be important for manufacturers and stores to pay close
attention to how men shop, and what motivates them to make purchases and shop
at specific locations."
The era of females dominating household grocery shopping is over. In
households with couples or multiple adults, 15 per cent have a male who holds
primary responsibility for grocery shopping and 41 per cent share the
responsibility equally. This leaves less than half that have a female who
holds primary responsibility for grocery shopping.
"Men are grocery shopping more and one of the reasons for this is because
they say it gives them time with their spouse/partner or family," added
Wilson. "In contrast women are more likely to shop independently and say it
gives them some time alone."
Men are typically more indulgent while shopping and are relatively more
likely to buy treats and snacks. In comparison, women tend to buy all
categories but will more often buy household items such as detergent, cleaning
supplies and paper items, which may help to explain why a main complaint among
women is that they dislike shopping due to the weight of groceries and the
difficulty in carrying them.
The survey also revealed that men and women spend on average the same
amount of time shopping per trip. "This is contrary to a common belief that
men are very mission focused and just want to get what they need and leave the
store as quickly as possible," added Wilson.
Canadians enjoy grocery shopping. Overall shopping enjoyment is slightly
higher among women (59% vs. 55% 'very much or slightly enjoy') and a key
driver of enjoyment among both groups is the sense of exploration -
discovering new products and finding bargains.
Although the majority of shoppers preplan their trip with a shopping
list, more than 7 in 10 admit that they can be persuaded to buy beyond their
list. These shoppers are also more willing to browse and explore the store
aisles often looking for new products. In addition, more than half of all
Canadian grocery shoppers look through flyers for bargains in advance of going
to the store.
"Canadians are highly engaged in grocery shopping - they prepare in
advance, they look for bargains, they seek out new products," said Wilson.
"Enhancing this enjoyment and sense of discovery can provide stores with an
opportunity to attract and retain shoppers."
Impact of an Aging Population
Age has a significant impact on shopper attitude and behaviour. Shopping
enjoyment goes down steadily as consumers age, particularly among older woman.
Shoppers 60+ are much more mission focused - they stick to their list, spend
less money, spend more time per trip, and travel further. Weight of shopping
bags and convenience of parking were identified as main areas of complaint
among older Canadians. As a result, as the Canadian population ages, stores
will have to address the needs of this increasing demographic shift in terms
of convenience and innovation.
The average Canadian household spends $7,097 per year on groceries.
Before going to the store more than half of all shoppers will look in flyers
for sales and special offers. Two in 10 shoppers will visit multiple stores in
an effort to pick the best prices and offers and a third of respondents will
choose a store based primarily on price of items. If faced with poor economic
conditions most consumers are unsure about which items they would likely stop
purchasing. Snacks are most seen as the most negotiable items, but one in ten
say they would remain steadfast in their buying habits despite a bad economy.
Men have a higher likelihood to not give up anything.
Complaints and Shopping Etiquette
Almost a quarter of 25-29 year olds have eaten all or some of a product
while shopping. Seven per cent of Canadians admit to having hidden purchases
from other family members. Although shoppers tend to agree on the things they
dislike about grocery shopping, including long check-outs, out of stock items
and poor customer service, none of these grievances seem to lead to any
inappropriate behaviour. In fact, only three per cent of Canadians say they
have experienced 'cart rage'. There is a higher incidence of this phenomenon
among Ontario shoppers, who coincidentally, were also found to be the most
Grocery Shopping from Coast to Coast
Shopping styles differ across Canada. Quebecers get greater enjoyment
from shopping than any other region, they take the most frequent stock up
shopping trips, spend a larger amount of money per year in total and are the
only region to prefer to shop mid-week. Ontario residents on the other hand
claim to spend the least and are the most impatient shoppers in the country.
Canadians living in the West spend more time shopping in store (excluding
travel time to the store), as they tend to take longer general stock up trips
than any other region.
About the Survey
The MasterIndex(TM) Checking Out the Canadian Grocery Shopping Experience
is the latest MasterIndex report for Canada. The research was conducted by
Environics Research Group from May 14-19, 2008 via a national survey of 1,000
adult Canadians aged 25+ representative of the Canadian population in terms of
age, gender and region.
About MasterCard Worldwide
MasterCard Worldwide advances global commerce by providing a critical
economic link among financial institutions, businesses, cardholders and
merchants worldwide. As a franchisor, processor and advisor, MasterCard
develops and markets payment solutions, processes over 18 billion transactions
each year, and provides industry-leading analysis and consulting services to
financial institution customers and merchants. Through its family of brands,
including MasterCard(R), Maestro(R) and Cirrus(R), MasterCard serves consumers
and businesses in more than 210 countries and territories. For more
information go to www.mastercard.com.
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For further information:
For further information: Don Blair, Olivia Yu, Environics
Communications, firstname.lastname@example.org, email@example.com, (416) 969-2726,