The Food Institute Blog

The Food Institute Blog

Attracting Shoppers' Planned and Unplanned Purchases
Posted on February 24, 2015 by Bryan Wassel

While 80% of shoppers use lists, 74% still make a combination of planned and unplanned purchases, according to the NPD Group's Bites of Insights: The New Grocery Shopper. Shoppers are more likely to add items to their lists when they fall under specific circumstances, while certain promotions can be used to attract customers looking for purchases beyond what they'd planned.

When making their lists consumers most often look for items they need to restock in their pantries, items they want more of to keep from running item, ingredients needed for a specific recipe, products they have a coupon for and items that are on sale. Women are more likely than men to have a list focusing on restocking, recipes and coupons they already have.

Once a shopper deviates from their plans, a different set of factors makes them more likely to make a purchase. Consumers most often gravitate towards items that are on sale, followed by items they remember they need after seeing them. They are also more likely to buy items that look good, that they received an in-store coupon for or that they tried as part of an in-store sample.


About the Author

Bryan Wassel
Editorial Director
The Food Institute

With a background in both daily and weekly publications, Bryan has worked as a journalist since freelancing for his hometown paper in high school. He has since written both in print and online for min, The Times of Trenton and North Jersey Media Group, holding positions from stringer to editor. With a background as a news reporter, he has learned to seek out the focus behind the story, digging for the most important information. He has been with The Food Institute since 2013, where he edits Today in Food and The Food Institute Report, as well as puts together newsletters for several clients.


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