Shoppers become more value-led as ‘basket size remains stable, but spend falls’

According to the latest data from the Lumina Intelligence Convenience Tracking Programme, the average weekly value of convenience store shoppers decreased by -1 per cent during the four weeks ending (4WE) 25.07.2021.

The average weekly value of a convenience store shopper declined from £23.56 in the 4WE 27.06.2021 to £23.27 in the 4WE 25.07.2021. During the same periods, average basket size remained stable at 2.8 items per trip. This indicates that shoppers are becoming more budget conscious and opting for alternatives to higher value items.

This is apparent in a decline in impulse purchasing, which decreased by -0.7ppts during the 4WE 25.07, as consumers increasingly restrict spending on non-essentials. Impulse items were increasingly purchased due to promotions, further emphasising a move towards value conscious shopping.

The average visit frequency of convenience shoppers has also fallen slightly, from 2.8 times per week to 2.6. This reflects the easing of restrictions and pre-pandemic shopping habits returning.

This is further highlighted by a decline in the proportion of shoppers using delivery and click & collect.

The proportion of shoppers using delivery fell -4ppts, from 7.1 per cent to 3.1 per cent. Click & collect saw a decline of -1.9ppts, from 2.2 per cent to 0.3 per cent.

Commenting on the results, Senior Insight Manager at Lumina Intelligence, Katherine Prowse, said: “With restrictions easing, convenience stores are having to compete with other grocery channels, as well as hospitality. Shoppers are becoming more comfortable out and about, so larger shops within supermarkets are more prominent. As hospitality reopens and events return, there is also a challenge around budgets.

“Shoppers will be keen to make up for lost time, which could result in them becoming more budget conscious with their groceries. This is already apparent with spend declining and impulse purchasing on promotions increasing. Retailers can lean on this demand for promotions to drive footfall and highlight value,” Prowse said.

Following a decrease in spend during the 4WE 30/05, it is a really positive picture for convenience, with spend, footfall and basket size all growing. Despite hospitality rules easing, rising coronavirus cases and the ‘Pingdemic’, will have resulted in many consumers being cautious and opting to cook at home more.

Furthermore, many will have hosted gatherings and watched England’s success at the Euros, which is reflected in the growth of the meal occasion mission.”