SOURCE: BIGresearch

July 18, 2005 14:17 ET

Outta Their Way, Here Come the One Bag Shoppers

Shopper Mindset Survey Reveals High Frequency Shoppers Represent Opportunity for Retailers and Manufacturers

COLUMBUS, OH -- (MARKET WIRE) -- July 18, 2005 -- One bag shopping trips (12 items or less) are one of the most frequent and most focused type of shopping trip according to some of just-compiled findings of the BIGresearch and MARS Advertising semi-annual Shopper Mindset survey. The survey of over 5,500 customers was conducted in June and is a new collaborative consumer shopping insight service from MARS and BIGresearch.

"One Bag Shoppers are like smart bombs when it comes to shopping," said Anne Howe, SVP, Market Intelligence of MARS. "Convenient location drives store selection, which is usually a grocery store that is easy to get in and out of. Their mission is to replenish household needs or to buy specific products, their purchases are almost always planned; their moods range from 'tired' to 'hurried' or 'hungry,' and they are usually shopping because someone else asked them. They also limit their movement within the store to just a few departments," said Howe.

Quick facts - One Bag Shoppers
        Ave Age:        45.9 years old
        Ave Income:     $47,836
        Married:        46.5%
        Single:         25.1%
        2-3 trips a week: 38%

        Top 3 reasons for one bag trip:
             1. Replenish household needs
             2. Find something specific
             3. Prepare special meal
        Top 3 reasons for purchasing at particular store:
             1. Convenient location
             2. Easy in and out
             3. Lowest prices
        Top 3 categories purchased:
             1. Fresh foods
             2. Packaged foods
             3. Beverages
        Influential media influences on One Bag Shoppers
             1. In-store promotions
             2. Word of Mouth
             3. Special Displays
"Understanding the needs of the one bag shopper and providing an environment to assist them in finding what they need quickly, offers incremental sales opportunities for manufacturers and retailers," said Howe. "A notable opportunity exists in the HBC area, which is under-represented on this trip, and in the grocery channel overall." To get a free report with sample findings click on the link below --

About the Shopper Mindset Survey

The survey covers 9 key types of shopping trips, and includes multiple channels of trade including home improvement and leisure. BIGresearch and MARS will work with clients to run custom analysis and reports from the data, to provide more actionable solutions to specific category opportunities at retail, and to understand the findings against key business growth objectives.

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 or +/- 1 percent. Complimentary findings are available at

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
    Corporate Hill, Suite 205
    100 Old Wilson Bridge Road
    Worthington, Ohio 43085
    Email Contact

    Anne Howe
    MARS Advertising
    23777 Southfield Rd.
    Southfield, MI 48075
    Email Contact