The grocery industry is an ever-changing landscape within New Zealand, as consumer shopper behaviours continue to shift to reflect the demand for convenience and practicality.
Almost half of consumers (48%) attribute the reason for their grocery shopping trips to replenishing stocks. Other top up shopping missions are to buy ingredients for dinner tonight (4%), shopping for a specific promotion (2%), picking up items for a special event (2%) or undertaking an emergency shop (1%). Two-in-five consumers (43%) are visiting retailers for a big, stocking up shop.
Smaller basket trips capture the greatest share of Kiwis’ shopping occasions. Over time these smaller trips have grown in importance, up +0.5 percentage points in share of trips from the year prior, while the larger stock-up trips are in decline (-0.5 percentage points down in share of total trips year-on-year). Shopper missions are driven in part by household storage space, transportation access and income. And with increasing urbanisation in New Zealand, as well as consumers craving convenience, we expect top up shops to see further growth.
What else do consumers want from their grocery shop?
The addition of new in-store services may help draw consumers in, prolong their time spent in-store and encourage repeat visits. The latest Nielsen Retail Growth Strategies Report reveals pockets of unmet consumer satisfaction, providing retailers with the opportunity to shift their offerings to better suit the changing New Zealand shopper habits.
Over a quarter (28%) of New Zealand consumers use petrol stations as a convenient in-store service, catering to their on-the-go lifestyles. Nineteen percent use banking services, 17% fast-food and pharmacy services and 15% use postal services.
Despite the seemingly low uptake, the percentage of consumers indicating they use additional in-store services is not reflective of the total number of consumers who say they would be open to using them. Pharmacy and postal services are indicated as clear options for retailers to develop with 31% and 37% respectively saying they would use them if they were available.
From beer or milk runs to large stock-up food trips, Nielsen’s findings isolate opportunities for retailers and manufacturers to collaborate on the right store layout, assortment, promotional support and in-store services to attract consumers who are in need of solutions to fulfil their unique shopper missions.