Chew on this trend

Technopak Advisors' Market Intelligence division, The Knowledge Company's latest report India Shopping Trends 2008 - Food & Grocery provides insights into some of these behavioral transformations that are taking place in food & grocery shopping, at modern retail outlets

Modern retailing in India is expanding and exploring new avenues at a rapid pace; while at the same time it is playing a very visible role in the life of a consumer. Large crowds at malls, departmental stores at any point of time is an indication of how shopping is becoming an integral part of consumer lifestyles and leisure.

Also, as consumers get more and more acquainted with the modern shopping formats, there are transformations that are being observed in their shopping behaviour. These transformations are not just at an overall level in terms of frequency of purchases or products purchased, as one would expect, but little nuances that are being observed at the shop floor level as well. What shoppers do at the actual place of purchase and understanding the factors that drive this behaviour will provide critical inputs to how retailers and manufacturers can make simple changes to assortment, display, visual merchandising or services to dramatically maximise the efficacy of in-store presence, gain mind share, enhance shop-ability and ultimately draw shoppers.

Technopak Advisors' Market Intelligence division, The Knowledge Company's latest report 'India Shopping Trends 2008 - Food & Grocery' covering more than 2,500 food and grocery shoppers across 17 cities is the first report in a series of three reports, which studies shopper behaviour across various categories.

While the proportion of those who shop regularly for food and grocery at supermarkets or other modern format outlets is still small (as per the report, those who have purchased food and groceries at modern format outlets in the last three months is restricted to 15 per cent), there are some interesting occurrences that the report talks about, which bring to light the transformations in shopper behaviour at the shop floor level.

Catering to the metrosexual

Men in a modern shopping environment are increasingly becoming explorers, losing themselves to the allure of colours, interesting packs and displays. Modern formats thus have to accommodate on their radar this vital category of shoppers who are no longer just shopping for macho products like shaving accessories or gadgets, but are just as interested in products that till now have targeted women. The male consumer seems to have developed an appetite for gourmet foods, kitchen gadgets, spa treatments, and personal products.

For instance, personal care products such as hair care and toiletries are being sought out by men as well. The India Shopping Trends 2000 - Food & Grocery report says that men spend double the time shopping for toiletries and are inquisitive about the latest products and research various brands before making their purchase.

Modern format outlets offer new-age men a non-intimidating environment to evaluate shopping options where traditional stereotypes or gender profiles do not apply. As a result both their shopping needs and rituals are becoming more complex. It is thus time manufacturers and retailers took notice of these needs and serviced them through better offerings as well as well-thought-out shop presence and display that facilitate ease of shopping for these new age men.

Something for everyone

'Splintering' during the shopping process is another phenomenon that the report talks about. It refers to the concept where families enter as one unit, but comfortably go their separate ways to find subjects of interest. There are 'tune-out' points in the store where certain categories are of interest to one and not to the other. So the co-shopper moves ahead.

The report also says that this split results in greater involvement in shopping, since guilt associated with an uninterested shopper who tags along is negated. The supermarket has been added to the family's list of social events in which there is something for everyone to do on this trip. And, children are increasingly becoming part of the shopping group.

This has many implications for retailers. To start with, the zoning and lay outing in the store needs to facilitate the 'tune out' and subsequent 'meeting' points. Also, retailers must take note of the fact that kids get bored and wander off, which cuts short parents' shopping trip. Thus, modern formats which have shopping carts that are pro-kids and play-areas aid a trouble-free shopping experience.

The new community centre

The 'something for everyone' does not stop with just catering to the family shoppers group. The supermarket has become more than just a place to buy; it is increasingly becoming the place to hang out or unwind.

Supermarkets are slowly replacing bakeries, becoming hangout zones for youngsters, where the cold drink is colder and the snacks are less cumbersome to manage. For men, supermarkets are taking the place of paanwalahs, where they can come in for a quick break and buy cigarettes and cool drinks. The working community looks to these supermarkets as places to unwind before heading towards work or home. These shoppers typically hangout at the doorstep after their purchase and are prime shoppers for impulse products.

These are some of the trends that have been observed based on intensive work that have been done at modern format food and grocery outlets. Action on these lines will not only result in better revenues but will also enhance shopability for the consumer and ultimately lead to enhanced loyalty for the store.

By Sushmita Balasubramaniam, associate vice-president, The Knowledge Company