Consumer Research Analysis of Supermarket Consumers

Sep 28 - 5 min read

supermarket / ˈsü-pər-ˌmär-kət /

a self-service retail market selling especially foods and household merchandise.

“I don’t want to be sold to when I walk into a store. I want to be welcomed.” – Angela Ahrendts, 

Introduction

No matter they choose to remain as a physical shop around to corner or to step into the constantly-growing e-commerce world, supermarkets are still popular when it comes to retail selling, especially grocery shopping. So, let’s take a closer look at the target audience of the supermarkets and try to know them better by using Kimola’s data on Supermarket Consumers audience composed of 3.177 users. We have examined their behaviors from the last quarter for this analysis.

Demographics of supermarket consumers

42% of the supermarket customers are in the 24-35 age group, while 35% of them are between 35 and 50 years old. The proportion of the 18-24 age group is 13%, only larger than 50+ (7%), and 13-18 age groups (1%). As can be easily guessed, the female is the dominant gender with 61%.

What are supermarket consumers’ interests?

Data tells us that half of the target audience of supermarkets is also interested in civil society. However, keep in mind that it’s mostly women who are interested in this. Their favorite subjects are health issues, human rights, animal rights protection, children rights, LGBT rights, and women issues. 

Women’s second most popular interest is E-shopping. They are also into cooking.

Almost half of the supermarket consumers audience is interested in business life, but mostly men this time. They are mainly engaged in economics and finance, entrepreneurship, and advertising and marketing.

48% of supermarket customers are into sports. Not surprisingly, men take the lead on this category as well. Their favorite branch is football by far. Soccer, basketball, and running are amongst other sports they are interested in.

The other main topics that interest supermarket consumers are e-shopping (44%), cooking (39%), humor (39%), and science (39%).

What do they watch and listen to?

The most popular show amongst the supermarket consumers is Ellen DeGeneres show by far. 39% of this target audience has shown interest in Ellen.

They also follow NBC’s Today News (12%), Good Morning America (12%), The Tonight Show (11%), and Game of Thrones (8%). They are not into radios that much, iHeartRadio being the most popular with 5%.

Their favorite celebrities and influencers

Supermarket consumers’ favorite celebrity is Ellen DeGeneres, with a ratio of 39%. Jimmy Fallon comes second with a popularity rate of 34%. Even though it’s been years since his husband has left the Office, one of the all-time favorite First Lady Michelle Obama is still trendy amongst this target audience with 28%. Oprah, of course, is also on this list, coming just short of Michelle Obama.

When it comes to the influencers, advertising and marketing professional Cynthia Johnson tops the list just in front of YouTuber, comedian, and musician Shane Dawson, and makeup and beauty influencer Jeffree Star. The list continues with another three advertising and marketing professionals: Larry Kim, Leonard Kim, and Brian D. Evans.

Which supermarkets are their favorites?

22% of supermarket consumers are interested in Whole Foods. This doesn't come as a surprise, of course, since the chain presents itself as "America's Healthiest Grocery Store," and the most popular topic amongst our target audience is health.

The employee-owned supermarket chain Publix comes second with a minimal margin of 1%, while Kroger (19%), Target (18%), and Walmart (17%) complete the top-5.

From where do they follow the news?

40% of supermarket consumers target audience follow The New York Times. However, the second and third most popular sources belong to the same network: CNN Breaking News (34%), and CNN (34%). The most popular news agency amongst this target group is The Associated Press, with a popularity ratio of 29%. 

Conclusion

When marketing to supermarket consumers, you can mostly define your target audience as a 25-50 year-old woman. It would be a good idea to emphasize the importance of having a healthy lifestyle. You should also always be politically correct, especially about human rights, animal rights, children rights, LGBT rights, and of course women issues. No matter how innocent it is, any mistake in these areas can be costly. Even though the audience gives importance to being politically correct, it’s not easy to position supermarket consumers as democrats or republicans. So, be unbiased about political references. 

When targeting men, which are still 38% of your target audience, aside from the points mentioned above, you can add sports and business references in your ads. Using similarities between the regular products you see in a supermarket and regular equipment used in sports might be a simple but effective idea to start with.

Would you like to know more about supermarket consumers?

If you'd like to follow supermarket consumers' interests continually, Kimola’s Consumer Research Platform can be a great help. We have a cool article that tells you how.

If you still have questions about Kimola’s Consumer Research Platform, please feel free to ask us. You can always reach to us via Contact Sales Page, or you can book a call via Calendly.