Aussie grocery buyers pick up nine items more than planned when shopping

Posted by Daniel Palmer on 26th November 2009

The average Australian shopper buys more items in a supermarket visit than they intend and more than three in four use credit cards or EFTPOS to pay for the extras, new research has discovered.

The second phase of the ‘How we really shop research’ – commissioned by out-of-home media specialist oOh!media – reveals that the average shopper purchases 8.9 additional items than they had on their shopping list when they do their grocery shopping.

General Manager Strategy at oOh!media, Kelly McIlwraith, suggested news of impulse purchases was hardly surprising but the scope presented new insights to advertisers, manufacturers and retailers.

“Not only does the research show the extent of impulse buying for the first time, but it also shows us that the majority of the estimated 1.9 billion visitors to shopping centres each year rely on alternatives to cash to pay for their purchases,” Ms McIlwraith said. “It is clear that when consumers enter a shopping centre they are still deciding what to buy, so even if a product is not on the original shopping list, there is still a possibility of it being purchased, particularly if the consumer is influenced by retail advertising.”

“The findings highlight the important part the retail environment can have in the marketing mix not only for FMCG’s, but financial institutions as it can reach a wide and varied audience, at a time critical moment, when financial decisions are already top of mind.”

“It is evident from the research that millions of Australian shoppers are being influenced with product and purchasing information within shopping centres.”

The study also discovered 64% of main grocery buyers usually or always takes a list, but 58% of this group usually or always purchases items not on their list.

Additionally, methods of payment were analysed, with 38% usually paying by EFTPOS at the supermarket, 35% typically using credit cards and 26% using cash.