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Carat Pulse News: A Grocery Shopper Special

Posted By Carat, Monday 10 August 2015
Updated: Tuesday 9 February 2016
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Carat’s yearly tracker of grocery shopper habits is now in the fifth year of measurement. Steady patterns are evident, with some category change along with some preferential differences between males and females emerging.


Buying brands on promotion continues to dominate purchase decisions, and we are seeing a real stabilisation around switching between brands and private label over the last two years.

Looking within each category, the biggest shifts are within the tea and alcohol brands. They continue to command the highest loyalty levels however, these segments have also seen an increase in brand switching driven by promotions, cider with the largest increase with 7%.

The milk and cereal categories have seen a 5% and 3% increase respectively, in consumers that have switched to private labels and are happy with the decision.

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When it comes to responsibility of being the main grocery shopper, females continue to take the majority of ownership with a slight decline from 75% last year to 73% in 2015. Meanwhile, males shopping responsibility has increased in the same period from 43% to 47%.

Males are showing a stronger preference to do smaller shops throughout the week (61% agree) while female shoppers are more inclined to do one big shop a week (53% agree).


7 in 10 shoppers are spending more time in-store comparing prices and special offers. Similarly, 7 in 10 shoppers are shopping around for better prices. Both continue a steady trend from previous years.


Similar to brand loyalty, shopping decisions based on discounts and offers remain quite steady. Money off the usual price along with Buy one get one free continue to be the most appealing.

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Promotional displays, on shelf advertising & free samples continue to be the most effective types of in store advertising. This year we also added new channels to the list including direct mail (30%).

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