[5 February] 59% of main shoppers are more likely to plan their purchases in advance of going to the supermarket, in the coming months. That’s one finding from an extensive new piece of research called Check/Out, which we are publishing over the next few weeks on these pages. The study, conducted by PML Group in partnership with Ipsos MRBI, focuses on many aspects of the shopping and home dining experience in 2021.
In the coming weeks we will look at the drivers behind purchase decisions and engagements with OOH advertising in retail environments but this week we kick off with a focus on planning around the shopping trip. The research points to a more considered approach to grocery shopping among females, ABs, married people and those above the age of 45.