SOURCE: BIGresearch

April 28, 2005 12:07 ET

High Frequency One Bag Shoppers Offer High Growth Opportunity for Grocers According to Mars and BIGresearch

Often Overlooked Segment Enjoys Some Enticing Demographics... But Is Not Usually Targeted

COLUMBUS, OH -- (MARKET WIRE) -- April 28, 2005 -- The group with one of the highest incomes and shopping frequency plus largest households are the High Frequency One Bag Shopper, and they happen to be mostly men, with large households, according to just released findings from MARS Advertising and BIGresearch. The survey was conducted April 6-15 and over 8,000 consumers participated.

The survey is a precursor of a new comprehensive proprietary study of shopping behaviors including trip triggers, spending, channel and store selection, plus product and brand choices which MARS and BIGresearch will soon begin collecting 2 times each year.

"The High Frequency One Bag Shopper is not the stereotypical female shopper and as a result may be over looked by many grocery store and package goods marketers," said Anne Howe, SVP Market Intelligence & Insights of MARS. "Our study data will help us understand the specific purchase influences and shopping behaviors over nine or ten key shopping trips, and we'll be able to cross-tab the data as needed by key account channel or consumer segment, to develop more effective action plans at retail."

Several key characteristics of the High Frequency one bag shoppers are:
                Gender:     Men             52%
                Age:        35-54           47%
                Income:     $50,000+        54%
                HH size:    3+ people       28%
                Teens in HH                 39%

        Nationally, the top 3 grocery stores with most HFOB Shoppers
                Publix
                Albertsons
                Kroger
To get a free report of the findings, click on the link below: http://www.bigresearch.com/mars.htm

About BIGresearch

BIGresearch is a market intelligence firm providing analysis of consumer behavior in the areas of retail, politics and media. The syndicated Consumer Intentions and Actions Survey (CIA) monitors the pulse of more than 7,000 consumers each month to identify opportunities in a fragmented and changing marketplace.

BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error of +/- 1 percent. Complimentary findings are available at www.bigresearch.com.

About MARS Advertising

MARS Advertising is the leading national retail consumer marketing agency that specializes in providing insight, strategic planning, promotional planning and execution for marketers of consumer goods and services, and retailers. MARS uses BIGresearch's CIA and SIMM survey data as part of a suite of insight resources designed to bring smart solutions forward to its clients with a focus on improved results at the point of sale.

Contact Information

  • Contact:
    Phil Rist
    (614) 846-0146