Primary Grocery Shopper Trends & Preferences, A SurveyMonkey Audience Case Study (April 2012)

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Case Study – Whole Foods (WFM) April 2012

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Objectives

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Project objective tips

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• Keep scope narrow - Makes survey creation simpler, quicker - Makes data analysis actionable

• Keep objectives focused -  Focus on key data needs, not “nice to have” info - Work backwards

•  Write/create your presentation first and figure out what questions you need to ask to fill in the gaps


End objectives

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•  We surveyed over 600 primary household grocery shoppers to understand how much they spend on groceries each week -  Consumers reported spending about [$X] on groceries per week -  Whole Foods shoppers reported spending about [$X] per week

•  How many consumers shop at Whole foods in an average month? -  [X%] of consumers shop at Whole Foods each week

•  How many consumers would shop at at Whole Foods if stores were available, and which areas had the most interested shoppers? -  [X%] of consumers who lived in areas where Whole Foods locations were

not available would shop at Whole Foods if locations were available -  The top areas where consumers said they would shop at Whole Foods if it

were available were [X, Y, Z]


Project Summary

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Audience project summary

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• Survey population: 900 consumers • Targeting criteria

-  Age: 18+ - Geography: all US - Gender: 50% male / 50% females

• Targeting goals -  Seeking 500-700 primary grocery shoppers

(assuming a high percentage of respondents identify as primary grocery shoppers)

-  Seeking 100-200 Whole Foods shoppers


Respondent Summary

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Audience respondent makeup

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Survey Questions

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Survey question examples

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Survey question examples (cont’d)

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Survey Data

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Average reported grocery spending

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• The weighted average spend for primary household grocery shoppers was about $100 per week


Whole Foods shopper spending

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• We filtered our data on spending habits to only include those who shop at Whole Foods (they may also shop at other stores)

• Of the 155 consumers who shop at Whole foods, the weighted average spend was $10 higher, roughly $110 per week


Whole Foods demand

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• For shoppers surveyed that reported that a Whole Foods was not available in their area, over 50% said they would shop at Whole Foods


Areas with the most Whole Foods demand

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•  For shoppers who indicated that they would shop at Whole Foods if it were available in their area, several major cities were frequently reported

•  Areas like Los Angeles, New York and Chicago were popular

•  This may suggest room for more locations in certain metro areas and additional expansion opportunities in others


Conclusions

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Key conclusions

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•  We surveyed over 600 primary household grocery shoppers to understand how much they spend on groceries each week -  Consumers reported spending about $100 on groceries per week -  Whole Foods shoppers reported spending about $110 per week

•  How many consumers shop at Whole foods in an average month? -  23% of consumers shop at Whole Foods each month

•  How many consumers would shop at at Whole Foods if stores were available, and which areas had the most interested shoppers? -  ~51% of consumers who lived in areas where Whole Foods locations were

not available would shop at Whole Foods if locations were available -  The top areas where consumers said they would shop at Whole Foods if it

were available were New York, Los Angeles & Chicago •  This may mean opportunities for more locations in these markets

-  Additional smaller markets like Burlington and Jacksonville had multiple shoppers indicating interest

Technology

Primary Grocery Shopper Trends & Preferences, A SurveyMonkey Audience Case Study (April 2012)