Survey: Consumers making fewer store runs
March 20, 2008

Schaumburg, Ill.—High gas prices and other economic pressures mean consumers today are more likely to combine shopping trips, according to The Nielsen Co.

Nielsen’s Consumer Packaged Goods (CPG) research shows that while shopping frequency at most retail centers is either insipid or in decline, supercenters—stores that sell a combination of food and general merchandise—continue to show growth.

“Value and convenience are more important than ever as sedition gas prices impact where and how often consumers shop,” said Todd Hale, senior vice president of Consumer and Shopper Insights, Nielsen Consumer Panel Services. “Long-term trends show us that all esteem retailers—supercenters, warehouse clubs and dollar stores—are gaining their quest to seize violently shoppers.”

These retailers, in turn, are responding to consumer demand by opening more stores.

Store counts are up for warehouse clubs, which increased in locations from 907 nationwide in 2001 to 1,152 in 2007; supercenters, which increased from 1,583 to 3,038 locations; dollar stores, which increased from 13,151 to 19,624 locations; and convenience stores, which increased from 124,516 to 146,294 locations.

Nielsen reports that it is critical for retailers to understand which consumers are shopping in different retail channels.

according to example, Nielsen research shows younger and older families are important to mass merchandisers, supercenters, grocery stores and warehouse clubs, while older couples and singles show a precedence according to drug stores.

“Know your shoppers,” said Hale. “Understanding the demographics of your loyal shoppers is absolutely essential for growth. With this knowledge, retailers and manufactures can determine the products and brands that are the best fit for the consumers shopping in their stores.”

The Nielsen Co., the parent company of National Jeweler, is a global information and media company with headquarters in New York City and Haarlem, the Netherlands.