Loyalty is lost as supermarket shopping habits shift


Loyalty is lost as supermarket shopping habits shift

Supermarket loyalty is out of the window. That’s according to our recent survey. Our research, of 2,000 UK shoppers, showed that loyalty to retailers is decreasing, with far fewer people using only one supermarket for their regular shop. Shoppers visiting just one store for their grocery shopping has dropped to just 8% from 12% in the previous year. Likewise, over two thirds of shoppers (67%) report that they use two to three stores on a monthly basis.

Our research also suggested that the rise of discount supermarkets may be slowing down and falling out of favour – exactly a quarter of shoppers stated that the hassle and inconvenience of shopping in places like Aldi and Lidl were not worth their lower prices. And, over half of all those surveyed (54%) claimed to have used Amazon for their grocery shopping, with 19% using it regularly.

When it comes to shopping habits, 20% of all shoppers claim to regularly use online shopping and home delivery, and it’s particularly popular among the younger age group. Younger shoppers are also more likely to try other new shopping methods – 11% of shoppers aged 16-24 often use “Click and Collect” compared to 1% of shoppers over 65, and 15% of younger shoppers often use a handheld scanner when shopping, compared to just 2% of all shoppers.

However, some traditional shopping habits remain – most people still use a shopping list, with just 30% saying they never use one for their main grocery shop, suggesting that most shopping decisions are made before setting off to the supermarket. It seems coupons and special offers play a part in this shopping list, with 37% of respondents agreeing that offers will sway what they intend to purchase and what goes on the shopping list.

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