According to Inmar Intelligence, a significant number of consumers spend one to two hours preparing for their grocery shopping trip.
Consumers may be changing where, when and how they shop in response to rising prices and an increase in online and in-store options, but they’re not doing so lightly and are making careful decisions. That was one of the takeaways from a recent webinar by data and technology company Inmar Intelligence on promotional trends and shopper insights for mid-2024.
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In a competitive market and with inflation easing but still above par, Inmar’s data shows shoppers are spending more time thinking about what they buy and make. “Some hear that prices are stabilizing and think things must be getting easier for grocery shoppers, but the reality is that you need to look at things at a higher level,” said Bill Beyer, senior manager of client insights and analytics at Inmar. “Shoppers are now paying $50 more per week for groceries than they were just five years ago. Higher salaries and incomes haven’t helped people bounce back from price increases.”
So consumers are responding to rising prices by paying more attention to their shopping. For example, 66% of shoppers say they spend more than 30 minutes on a typical grocery shopping trip. More than a quarter (27%) spend 30 minutes to an hour on preparation, and 25% spend 1 to 2 hours on activities like meal planning, comparing prices and looking for discounts and coupons.
