JACKSONVILLE, Fla. — Shoppers are making fewer food-shopping trips this year but spending more on groceries, according to a study released Thursday by Acosta Sales & Marketing here.
More than a quarter of consumer respondents to a recent survey — 26% — said they were making fewer routine shopping trips this year than last, while only 5% said they were making more trips, according to “The Why? Behind the Buy” Spring 2012 report from Acosta’s AMG Strategic Advisors. Average monthly spending on groceries, however, increased 11%, to $309, primarily due to price increases, the study found.
The report, which polled a random sample of 1,098 shoppers using an online survey, cited sharp differences among low- and high-income consumers, with 35% of households earning less than $45,000 reporting fewer shopping trips this year, vs. 14% of those making $100,000 or more. The reduction in trips appears to have been exacerbated by higher gas prices, the study found.
More than half of the respondents to the survey — 55% — said they bought more items on sale this year than last year. Among other findings, buy-one, get-one free offers are the most popular product-combo promotions, with 88% saying they are likely to take advantage of such offers, followed by buy-more-than-one (2 for $5, for example) promotions, at 70%.
The survey showed some indications of economic improvement, as only 19% said their household had experienced a decline in income in the past six months, vs. 22% who said they had a decline in the Spring 2011 survey. Similarly, 17% said they had difficulty paying bills, vs. 21% a year ago; 12% cited job uncertainty vs. 14% in 2011; and 9% reported the loss of a job vs. 11% in 2011.
