How Shopper Behavior Has Shifted Over Last Five Years

The most recent issue of The Checkout, an ongoing shopper behavior study conducted by The Integer Group and M/A/R/C Research, looks at how shopping behaviors have shifted since 2009. The study shows that while some shopping behaviors and attitudes have stayed the same, many have changed over the past five years. This issue is an extensive look at the trends regarding broad behaviors and attitudes in the areas of store choice, private label and savings methods.

When it comes to private label, shoppers are slowing down when it comes to the adoption of private-label products, in comparison to five years ago. Additionally, there has been an increase in the number of shoppers who claim brand names are very important. "There is clearly something intangible about buying name brands that makes shoppers feel better, more successful, or that they are better homemakers." This seems to suggest that the role of brand names and private label has begun to stabilize for shoppers.

Americans have become more savvy and efficient with their trips and saving. Shoppers who prepare a list have more than doubled from 29 percent to 63 percent, and 45% of shoppers utilize coupons for everything they buy, up from 36%.

Furthermore, shoppers today are demanding more from their stores. They are seeking out convenience and smaller stores, as well as increasing their online purchases. Quality brands are again important as shoppers seek out better products at the best price. The definition of convenience has shifted as shoppers look for better solutions.

For more information on how shopping behaviors have evolved, download the full report of The Checkout: Five-Year Shopper Evolution.