Almost all (93%) consumers in the US are interested in finding coupons, coupon codes and deals for groceries, making groceries the top category for deal- and coupon-finding according to the grocery-specific 2018 Purse String Survey from intelligent media delivery firm Valassis. This article is copyright 2018 The Best Customer Guide.

The survey of more than 6,200 value-seeking consumers also found that, although most consumers (82%) typically use coupons for their routine, weekly grocery shopping trip, nearly half (47%) do so for their fill-in shopping trips as well.

With the increasing popularity of e-commerce, 13% of respondents say they are buying more grocery items online and having them delivered to their homes compared one year before. This percentage jumps for both fathers (23%) and Hispanics (20%). While another 12% of respondents say they are buying more grocery items online and picking them up in-store, Millennials and Millennial parents are embracing this approach even more, at 20 and 22% respectively.

As a result, retailers have an opportunity to capture even more of these online grocery shoppers, as nearly half (48%) of all respondents and 70% of Millennial parents agreed they would be more likely to shop for groceries online if they could use more coupons. And, while online grocery shopping is an emerging trend, 57% of consumers said grocery item availability - perhaps due to both selection and the ability to satisfy an immediate need - makes them more likely to go into a physical store to shop over online channels.

Meal kits represent another opportunity, the survey suggested. More than one-third (36%) of respondents and more than a half (52%) of Millennial parents said they would be interested in trying a grocer's meal kit if offered at a store near them. Additionally, most consumers (82%) said they would be more interested in trying a meal kit from a grocery retailer if they offered a coupon for it.

According to the survey, shoppers are more likely to buy from a grocery retailer that:

  • Rewards their loyalty with personalised offers or discounts (83%, and 86% for both mothers and Millennials);
  • Makes them feel like a valued customer (67%);
  • Safeguards and protects their privacy and personal information (58%, and 61% for Baby Boomers);
  • Provides a consistent experience no matter where or how they interact (54%).

"Consumers have more options than ever before when it comes to how they purchase groceries. Whether they shop online, in-store, use a delivery or pick-up service, or prepare meal kits at home, it's critical for grocery retailers to consider shopper preferences," explained Curtis Tingle, Chief Marketing Officer for Valassis. "Consumers want deals, convenience and a personalised experience, and grocers that can deliver on these increasing customer demands will win them over and gain their loyalty."