Q: What kind of audiences do grocery stores attract?
A: Grocery stores used to primarily attract female key household decision makers, but this is definitely changing. We’re seeing more and more co-shopping behavior with pairs shopping together (divide and conquer) or taking turns. According to FMI, 84% of all U.S. adults claimed they do at least 50% of the grocery shopping. Women still do more of the shopping, but we’re interested in how the continuous growth of male shoppers will affect our business.
Switching gears to age, 90% of Millennials still do most of their shopping in physical stores, compared to 96% of Gen X-ers and 94% of Boomers. As far as shopping frequency, Millennials and Gen X-ers tend to visit stores more than Baby Boomers (2.2 and 2.3 trips per week vs 1.9), which could be due to a difference in household size and income. These are all things to consider when choosing messaging and creative for advertising campaigns on Grocery TV.
Location intelligence is crucial for any successful campaign. Grocery stores are the centers of every community, but every area of a town has different demographics. CPG brands tend to care the most about specific audience demographics since they want to target certain generations or geographic locations. Using location intelligence, you can be more targeted about which customers you’re reaching the most.