How are People Grocery Shopping in the U.S.?
FMI tracks the trends among U.S. grocery shoppers, and
for the last four decades, we’ve traced where they shop,
how they shop and what issues are most
important to them as consumers.
The latest research suggests fundamental
shifts in who shops and why.
The 2016 U.S. Grocery Shopper Trends report shows more Americans
are sharing in food shopping than ever before.
Society has changed and so too have shopper roles and behavior.
As traditional gender roles transformed in the workplace,
they’ve shifted respectively within our homes.
The way we manage our household labor,
such as shopping for food, and the choices we
make are shaped by our individual and
collective needs and values.
As a result: Everyone pitches in.”
85% of all adults report that they have at least
half the household responsibility for grocery shopping.
But It Turns Out Every Household Shops Differently...
24% of all grocery shoppers are self-shoppers.
Sole shoppers are the 14% of single-parent householders plus
the 4% of multi-person householders that still have only one grocery shopper.
Self Shoppers + Sole Shoppers = 42% of All Shoppers
22% of all grocery shoppers are shared-shoppers with a 50/50 split in grocery shopping responsibility.
Shared Shoppers + Co Shoppers = 58% of All Shoppers
Learn More Grocery Shopping Trends