Countdown shoppers’ habits revealed

Countdown shoppers’ habits revealed

Pat McEntee, Acting Managing Director, Countdown

A new report shows shopping habits are changing as bread overtakes bananas as New Zealand’s most popular grocery item at Countdown supermarkets.

Countdown has just released its second annual Countdown Trolley Report, revealing the top five products New Zealanders have bought in supermarkets this year – and the results may surprise. Bananas have been knocked from their spot as the top-selling grocery product. In 2015 NZ shoppers bought more loaves of $1 HomeBrand bread than bananas, showing that consistent low prices, particularly on staples like bread, have a big impact on consumer behaviour.

The report revealed the top five selling grocery items are:

1. $1 Homebrand bread

2. Bananas

3. Homebrand Standard 2 litre milk

4. Broccoli

5. Avocados

2-Countdown Trolley Report 2015-bagIn the past three months however, avocados were replaced by canned baked beans and spaghetti, apparently the breakfast of choice for all those early mornings watching the rugby.

Now in its second year, the Countdown Trolley Report is a detailed analysis of New Zealand food and grocery trends based on the purchasing behaviour of the 2.7 million Kiwis who shop at Countdown each week.

This year’s report also reveals:

                    Grocery prices at Countdown have dropped 0.6% in the past 12 months*

                    The most popular cuts of meat are mince, followed by skin-on chicken breast.

                    The most popular seafood is salmon.

                    The health food category, including gluten free and organic products, is now worth $400m and growing 20% year on year.

                    Online shopping orders are increasing year on year since Countdown launched the service in 1996. Countdown sees a spike in online shopping orders when it rains. Online orders are also boosted when students go back to university and parents order food for them from afar.

                    Shoppers have bought more than 185,000 reusable grocery bags

The report also shows we like to treat ourselves to the occasional treat with a packet of chips. Most Kiwis will reach for a bag of ready salted chips, though chicken flavour reigns supreme if you live on the West Coast and Marlborough. Green onion is the favourite chips flavour for those in Otago and Southland.

Countdown Acting Managing Director, Pat McEntee, says Countdown Trolley Report highlights the clear correlation between price and consumer behaviours. “We’re a nation that loves a deal and actively seeks a good price. Our research shows that after location, price continues to be the biggest driver for Kiwis when deciding where to do their grocery shopping,” says McEntee.

“Since we dropped the price of Homebrand bread to $1 per loaf in July 2014, New Zealanders have bought nearly 24 million loaves. By delivering a low price on everyday products consistently, we’ve provided price certainty to Kiwi families shopping on a budget,” he adds.

*Based on a comparison of Countdown’s price of the 100 most popular grocery items from 2014 to 2015.

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