To market, to market

Across the U.S., there are more than 63,000 supermarkets and grocery store businesses, based on 2023 data. Those stores are filled with different types of people who have distinctive needs, preferences, budgets and other buying characteristics.

Drive Research revealed some grocery shopping behaviors in a recent study. The firm surveyed more than 1,000 consumers across the U.S. to view the current landscape of grocery shoppers.

Here are a few takeaways that may help target your marketing messages, especially via social media.

Consumers still mostly shop for groceries in-person at a physical grocery store. The survey asked respondents in a typical month what percent of their grocery shopping was completed in-person, by delivery, through curbside pickup or other channels.

• 74% of the time, grocery shopping occurs in a physical store
• 25% of the time, grocery shopping is done through a delivery service/app
• 12% of the time, grocery shopping is done through a curbside or pickup service/app
• 8% of the time, grocery shopping is done through other ways

Knowing that enables stores to optimize their staffing and inventory management during these hours. They can ensure adequate staffing levels to handle the influx of shoppers and strategically plan promotions or special offers to capitalize on the busiest times, enhancing customer experience and maximizing sales potential.

Tuesday at 8 p.m. or later is the least popular time to go grocery shopping. Recognizing that statistic allows stores to adjust their operational schedules accordingly. They can optimize staffing levels and conduct maintenance or restocking activities during these quieter periods, ensuring efficient use of resources while minimizing inconvenience for both staff and customers. 

Most people spend less than 44 minutes grocery shopping per trip (74%). Throughout other market research projects, Drive Research has discovered many people try to minimize time spent on errands, allowing them to balance other commitments and responsibilities effectively.

Perhaps that’s why nearly three in four people spend less than 44 minutes in a grocery store when shopping for groceries.

35% of people spend less than 30 minutes grocery shopping per trip

39% of people spend 30 to 44 minutes grocery shopping per trip

27% of people spend 45+ minutes grocery shopping per trip