Women are still the primary grocery shoppers in American households, says a new study. And that’s good news for store brands.
Since women are those making the purchase decisions, they have become frequent buyers of store brands. Only 3% say they never buy store brands, according to the study conducted by GfK Custom Research North America on behalf of the Private Label Manufacturers Association (PLMA).
The survey was conducted to assess the role the women play in household shopping and thus how marketing strategies would be impacted for U.S. retailers and store brand suppliers. These companies obviously have a vested interest in pinpointing who today’s primary grocery shopper is.
The survey results come at a time when private label sales continue to expand and set new records for total dollar volume and market share. According the latest industry sales data compiled by The Nielsen Company, private label unit market share in supermarkets has reached 23.1% and dollar market share is now 19.1%. Total private label sales in the U.S. last year reached $108.3 billion as store brands growth continued to outpace the national brands. Across all outlets, the products contributed $3.1 billion in incremental sales last year alone.
Since 2009, annual sales growth of national brands has been 2.1%, compared to store brands which have averaged 4.9%. Obviously, store brands are favored by the country’s primary grocery shoppers – women – who still dominate the retail marketplace.
Although women’s personal and professional advancements have grown significantly in recent decades, they find the time to spend before and during grocery shopping. According to the study, two-thirds of women say they still handle much of the grocery shopping and still prepare for those purchase decisions. Three of four women make shopping lists and more than half (53%) clip coupons and search for specials. Forty percent of women shoppers say they spend about an hour in the supermarket.
Women are also the rulers of the kitchen. Eighty-four percent of women still act as the sole preparer of meals in the household, with 61% of women stating they prepare meals at least five times per week. And the majority of these meals are not prepackaged meals that require a quick nuke in the microwave. Sixty-four percent make most meals using fresh ingredients which generally take more time.
Aside from meal preparation and grocery shopping, women are also responsible for the other important household areas. Seven in ten women say cleaning the house is their job and three-fourths take on the majority of the laundry in the home.