The Power of the In-Store Experience

The Power of the In-Store Experience

When shopping for groceries, the overwhelming majority of consumers around the world plan their shopping trips by using a shopping list and comparing prices. Globally, 84 percent of respondents in a recent survey conducted by Nielsen said they use a shopping list on at least a few trips and 88 percent said they compare prices. Almost two-thirds (63%) of North Americans said they rely on a shopping list for most trips, exceeding the global average of 49 percent.

New findings from a Nielsen Global Survey of Consumer Shopping Behavior, which included more than 29,000 online respondents in 58 countries, shine a light on how consumers around the world shop and what drives category purchasing intent.

When in store, consumers actively look for deals, as roughly three-quarters of respondents said they use a promotional leaflet/flyer (78%) or coupons (71%) and purchase from end-aisle displays (74%) on at least some shopping trips. North Americans were the most active and regular coupon users, with 88 percent of respondents using them on shopping trips.


For more detail and insight, download Nielsen’s New Wealth, New World report.

About the Global Survey Methodology

The findings are based on respondents with online access across 58 countries. While an online survey methodology allows for tremendous scale and global reach, it provides a perspective only on the habits of existing Internet users, not total populations. In developing markets where online penetration has not reached majority potential, audiences may be younger and more affluent than the general population of that country. Additionally, survey responses about purchasing habits are based on claimed behavior, rather than actual metered data.