84% Of Global Consumers Use Shopping Lists When Buying Groceries

Supermarket branding

A new study by Nielsen’s research into global consumer shopping behaviour this week, reveals that the majority of people (84%) rarely enter a grocery store without a shopping list. Some 88% always compare prices when in-store as they seek to make the best deal and cut back on spending, the researcher said.

In Europe, 55% of people list the groceries they need to buy in advance for most trips, or above the global average of 49%. Another 57% said they compare prices while grocery shopping, with the rate again exceeding the global average which Nielsen pegged at 51%.

The results, based on responses from over 29,000 people across 58 countries, also reveal that many consumers are always on the lookout for bargains when in store. Some 78% of shoppers stated they often make use of leaflet or flyers that usually ensure a discount, 71% use coupons, while 74% pick products from end-aisle displays.

Nielsen found that on the old continent these techniques are not that widespread as in North America for instance. Promotional leaflets and flyers are popular with 33% of European shoppers, while coupons are used by just 19% of them. When asked about whether they purchase from end-aisle displays, just 17% of Europeans said they regularly look for items placed there when in-store.

A separate survey conducted by Nielsen earlier this month revealed that when shopping for food and beverages, quality is the major factor influencing global consumers’ decisions. Price is also an influential criterion, which appears to be more important particularly in Europe.