The Nielsen Company

The Nielsen Company

April 18, 2008 10:00 ET

Nielsen Says, Quick "in & out" Trips Account for 53% of all Shopping Occasions for Household Items

"Shopper Missions" helps retailers and manufacturers identify how consumers shop by understanding what is being included in the basket during specific trip types

MARKHAM, ONTARIO--(Marketwire - April 18, 2008) - The Nielsen Company today announced the launch of Shopper Missions, a trip segmentation model, which utilizes information from a demographically and geographically balanced panel of Canadian households, to deliver the most accurate source of consumer behaviour related to shopping occasions.

As consumers become more time strapped their shopping habits for grocery, health & beauty and other commonly purchased household items are changing. Between 2006 and 2007:

- Total shopping basket average size has increased from $33.96 to $35.04 per trip

- Total number of yearly shopping trips decreased from 227 to 221

- 52.8% of all trips were small "in and out" shopping occasions

"Retailers and manufacturers are continuously looking for ways to gain insight into how consumers shop so that they can be the retailer or brand of choice. Shopper Missions identifies specific "need states" or reasons a consumer goes shopping," said Dave Mann, Senior Vice-President, Marketing & Sales. "For example, if Mom is planning a birthday party, she goes shopping with a specific objective in mind - buy paper plates, napkins, candles, ice cream, cake mix and frosting. She's probably not thinking about other regular grocery items."

The challenge for retailers and manufacturers is to understand how to effectively segment consumer trips into a manageable number of common shopping "missions" and identify what products are being purchased during each trip. Once this is achieved they can than develop effective techniques to best target consumers through in-store merchandising efforts, flyers, promotions and product placement.

The Shopper Missions solution is modeled to adapt to all retailer and manufacturers needs and helps them understand:

- What are the common shopping missions that consumers make to fulfill their needs?

- Which mission offers the most opportunity to my store or my brand?

- Who are the shoppers making these trips?

- Where are my shoppers going to fulfill their trip mission?

- What categories and brands do I need to merchandise to attract the target consumers?

Shopper Missions is based on Nielsen's syndicated panel of 12,300 households, which is balanced to the Canadian population. Shopping trips were segmented using over 2 million actual consumer purchasing occasions down to the department and category level in order to provide manufacturers and retailers with key category insights. This capability also provides complete coverage of all major banners and channels across Canada, allowing clients to better focus their marketing efforts.

About The Nielsen Company

The Nielsen Company is a global information and media company with leading market positions in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics), mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit,

Note to Editors: Look for this news release and other Nielsen news on the Internet at

Contact Information