What Kind of Grocery Shopper Are You?

| 10/1/2007

A new shopper study by Nielsen Co. concludes that consumers exhibit four different shopping "modes" at the supermarket that influence what sorts of products they buy. Which kind of shopper are you?

› Buzz-activated
These shoppers are open to engaging advertising and exploring alternative. Items commonly purchased in this mode: Ready-to-drink tea, smoothies/yogurt drinks, sports drinks, energy drinks, chocolate.

› Auto-pilot
Shoppers are in a grab-and-go state of mind, reaching for their usual brands with little regard for label information or price. Items commonly purchased in this mode: Margarine, mayonnaise, bottled water, nuts, coffee, popcorn, carbonated soft drinks, hot cereal, cheese and cold cuts.

› Variety-activated
Bored by sameness or looking for ways to spice up their cooking, these shoppers are seeking new tastes and formats. Items commonly purchased in this mode: Cookies, salad dressing, chewing gum, salty snacks, breakfast bars, frozen snacks, cold cereal, frozen desserts, candy and frozen dinners/entrees.

› Bargain-activated
These shoppers are driven purely by price and promotions. Items often purchased in this mode: Canned tuna, canned tomatoes, canned fruit and pasta sauce.

Source: The Nielsen Shopper Modality Study, Customized Research division of Nielsen Co.