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Meet Your Audience: Primary Grocery Shopper

Posted on by Katie Kerr, Marketing & Branding

Much like the chicken tikka masala leftovers getting cozy next to the expired eggnog and two month old spaghetti sauce (yes, opened spaghetti sauce DOES go bad) in your fridge, it’s time to toss out your ideas on targeting grocery shoppers and start fresh.

Old conventions about the primary grocery shopper no longer work. The mom of two or three kids looking for convenient and healthy options is still around, but she’s now joined by single millennial shoppers who only need dinner for one, pairs of roommates looking to make bulk purchases, dads pitching in with the dinner duties for the week, and a slew of other impactful audiences that you need to reach.

The number of options available for primary grocery shoppers has blossomed in the last decade, too. Now, a trip to the store for eggs and flour can be accomplished while picking up new towels from Target, or delivered to your door directly through the brand or Instacart, or sold you to by a company who used to only sell books online.

How can advertisers effectively find and engage with primary grocery shoppers given these shifts in the landscape? Below, we break down the primary grocery shoppers, their habits, and how to best engage with them on mobile.

I'll Bring Home the Turkey if You Bring Home the Bacon

According to a recent Kiip survey, 58% of respondents state they are the primary grocery shoppers in their home. Some attribute this shift to a democratization of household chores. Millennials in particular are much more likely to co-shop and share domestic duties than older generations.

primary grocery shopper mobile


Can You Grab Some Milk On Your Way Home?

Primary grocery shoppers bake swinging by the store into their routine, with 48% of users grocery shop either daily or multiple times per week. In fact, 20% report making a trip to the grocery store on a daily basis, equal to the number who report only going every other week. This shows a shift from planning multiple meals at once to instead tackling it meal by meal for convenience.

grocery 2 (2)


Adding Bananas and Shampoo to Your Shopping Cart

There’s no doubt a lot of money being thrown around when it comes to trying to make grocery shopping digital. Amazon acquired Whole Foods for a buttery-smooth $13.7B to help secure its footing in the world of online shopping. WalMart is punching back in partnership with Postmates to deliver groceries across the country. Even legacy brands like Alberton’s are getting in on the ecommerce action as it prepares for its merge with Rite Aid.

But, are consumers ready to forgo trips to the store in favor of delivery? Not according to our recent survey, where 60% report never having used a grocery delivery service. The biggest reason? Price. 30% of Kiip users report that high costs and delivery fees play a factor in their decision to not have groceries delivered. Discounts offer an attractive way for brands to help get reluctant shoppers over the hurdle and into the digital aisle.


So, How Do I Find Primary Grocery Shoppers?

The best way to find primary grocery shoppers? Ask them. We define this audience off of self-identified shoppers and the following mobile-first behaviors:

Related Moments: Has seen at least three Food Moments in the past 90 days. A food moment can be defined as trying something new to eat for dinner or adding a recipe to their mobile cookbook.

App Usage: Users are engaging with apps related to food and drink such as grocery lists, coupons, and recipes.

First Party Survey: Users share that they are the primary household grocery shopper via a Kiip Survey.

Past Engagers: Users that have previously engaged with grocery and CPG brands.

Location Visited: Device seen visiting grocery stores multiples times a month.

Want to learn more about engaging with primary grocery shoppers? Schedule a meeting with our team today!

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Tagged online shopping, insights, action audiences, grocery shopper

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