Supermarkets returned to a 54 percent level of channel share in 2014, the Food Marketing Institute revealed in its new U.S. Grocery Shopper Trends 2014 report.
Reversing a years-long trend, supercenter share fell to 22 percent, while discount and specialty retailers' share of the market fell 1 percent, compared to the positions held last year.
"Clearly, the traditional supermarket picked up a few points in all that movement, but what is most interesting is the leap in the number of people who claim they have no primary store," said FMI President and CEO Leslie Sarasin in a statement. "When FMI first started listing this option in 2011, only 2 percent said they had no primary store. This year, 9 percent claim no primary store."
The study also identifies important shifts in the way Americans are food shopping, according to Laurie Demeritt, CEO of the Hartman Group, which partnered with FMI on the study. Shifts in consumer shopping include an increasing reliance on multiple stores and increasing fragmentation of shopping responsibilities within American households, Demeritt said.
"Drawing upon ethnographic research into U.S. food consumption, we found that the convenient, formerly helpful idea of a 'primary shopper' – a single adult responsible for, and at least knowledgeable about, a household's grocery purchases – no longer does justice to how American households manage their food purchases today," Demeritt said.
-See this FMI statement
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