BUSINESS INTELLIGENCE
CONVENIENCE TRACKING PROGRAMME
Shoppers become more value-led, research reveals Research shows the average weekly spend of a convenience store shopper declined, but the average basket size remained stable.
T
he average weekly spend of convenience store shoppers decreased by -1% during the four weeks ending 25 July. The latest data from the Lumina Intelligence Convenience Tracking Programme shows the average weekly spend of a convenience store shopper declined from £23.56 in the four weeks ending 27 June to £23.27 in the four weeks ending 25 July. During the same period, the average basket size remained stable at 2.8 items per trip, indicating that shoppers are becoming more budget conscious and opting
and pre-pandemic shopping habits returning. This is further highlighted by a decline in the proportion of shoppers using delivery and click-and-collect. The proportion of shoppers using delivery fell -4ppts, from 7.1% to 3.1%. Click-and-collect saw a decline of -1.9ppts, from 2.2% to 0.3%. Senior Insight Manager at Lumina Intelligence, Katherine Prowse, said: “As hospitality reopens and events return, there is also a challenge around budgets. Shoppers will be keen to make up for lost time, which could result in them becomThe average ing more budget conscious visit frequency of convenience with their groceries. shoppers has fallen for alternatives to higher “This is already apparslightly, from 2.8 value items. ent with spend declining times per week This is apparent in a and impulse purchasing on to 2.6 decline in impulse purchaspromotions increasing. Retailing, which decreased by -0.7ppts ers can lean on this demand for produring the four weeks ending 25 July, as motions to drive footfall and highlight consumers increasingly restrict spend- value.” ing on non-essentials. Impulse items She added: “It is a really positive were increasingly purchased due to pro- picture for convenience, with spend, motions, further emphasising a move footfall and basket size all growing. towards value-conscious shopping. Despite hospitality rules easing, rising The average visit frequency of coronavirus cases and the ‘pingdemic’ convenience shoppers has also fallen will have resulted in many consumers slightly, from 2.8 times per week to being cautious and opting to cook at 2.6, reflecting the easing of restrictions home more.”
WEDNESDAY 29TH SEPTEMBER 2021 / ISSUE 75 / SLRMAG.CO.UK / 31
