Americans are making fewer trips to most retail outlets due to rising fuel prices and other economic pressures, according to research The Nielsen Co. of Schaumburg, Ill., released on Monday.
Per-household trips to grocery stores averaged 59 last year, down from 61 in 2006 and 72 in 2001, while trips to mass-merchandise stores totaled 15 in 2007, down from 16 in 2006 and 24 in 2001. However, per-household trips to supercenters averaged 27 in 2007, up from 26 in 2006 and 20 in 2001.
"Value and convenience are more important than ever as rising gas prices impact where and how often consumers shop," said Todd Hale, senior VP of Consumer & Shopper Insights, Nielsen Consumer Panel Services, in a press release. "Long-term trends show us that all value retailers - supercenters, warehouse clubs and dollar stores - are gaining in their quest to grab shoppers. Keep in mind, however, that some U.S. grocers reported stronger same-store-sales growth than supercenters or dollar stores in 2007. Proximity to shoppers and a healthy focus on convenience and value helped many of these grocers deliver solid results."
"Know your shoppers," added Hale. "Understanding the demographics of your loyal shoppers is absolutely essential for growth. With this knowledge, retailers and manufacturers can determine the products and brands that are the best fit for the consumers shopping in their stores."
