FMI has been tracking the trends of grocery shoppers in the U.S. for more than four decades, taking note of where they shop, how they shop and what issues are most important to them as food shoppers.
In recent years, FMI has tracked trends to unveil a fundamental shift in who shops and why. Formerly the domain of a primary shopper meeting the household’s needs, grocery shopping today includes the vast majority of adults, who now often share shopping with their partner. Last year‚Äôs research uncovered the broad styles of sharing among households and identified challenges that retailers could help shared-shoppers to overcome. Since almost 3 in 5 households (58%) are engaging in some amount of co-shopping, this year we examine shared shopping more deeply from the shopper’s perspective. To continue to meet customer needs, stores will need to understand deeply the changing reasons why people shop and why they share.
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