The average weekly value of convenience store shopper decreased by 25 per cent during the four weeks ending 30 May, latest data from Lumina Intelligence has shown.
According to the market researcher’s Convenience Tracking Programme, shopper value decreased as average spend fell from £29.09 in the previous four weeks to £21.68, despite a stable visit frequency (2.6 visits per week), mainly driven by a drop in basket size, which fell by -0.6 items per trip, as the proportion of shoppers on a planned top up mission declined by 6.6 percentage points to 22.6 per cent and those on a food to go mission increased by 2.4 percentage points to15 per cent.
Commenting on the results, Katherine Prowse, senior insight manager at Lumina Intelligence, said shoppers are becoming more transient and on-the-go with restrictions easing and hospitality dine-in reopening.
“As expected, the reopening of hospitality outlets and fewer travel restrictions has resulted in a change in shopper behaviour. There will continue to be a rebalancing in the share of occasions between in and out of home, as shoppers return to their favourite pubs, bars and restaurants,” Prowse said.
A shift to a more on-the-go society that is less time rich is reflected by an increase in the proportion of shoppers using a delivery service (+1.7ppts), which further indicates that the shift towards delivery is permanent and not just a lockdown phenomenon.
“Greater freedom of movement has also resulted in a shift to more transient, on-the-go shopper trends. Food to go has grown its share of missions, with these lower ticket missions impacting spend, despite visit frequency remaining consistent,” Prowse added.
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