54% of shoppers compare prices through social media

Social media has become an important part of the grocery shopping process. Fifty-nine percent of consumers get recipes and 54 percent compare prices between brands through social media.

Millennials are more likely to be influenced on social media when it comes to making grocery purchase decisions, according to a recent report by Packaged Facts.

Growing up on social media, millennials are ahead of the curve on this platform. Millennial men are 165 percent more likely than average to say social media advertising from supermarkets influenced them to buy a food or grocery product in the last 12 months. These same men were also influenced by posts from friends and family and supermarkets.

In particular, millennial dads are more likely than average to shop for groceries four or more times per week. Frequent social media posts are effective in influencing millennials who are married with kids. In fact, a recent Y&R study shows that 80 percent of millennial dads are their households' primary shopper or equal-share shopper.

"Through engaging customers socially, brands can build and nurture relationships with their communities in ways never before available," said David Sprinkle, research director, Packaged Facts.

"Target, Publix and Walmart are particularly adept at leveraging social media. These companies connect with consumers through blogs, and incorporate multiple social websites, ranging from Facebook and Twitter to Instagram and Pinterest to YouTube and Vine into their strategies."

For more:
-See this Packaged Facts press release

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