Who is the Today Grocery Buyer? - Insights into just who the Today Network main grocery buyer is and their shopping habits.
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Who is the Today Grocery Buyer? Insights into just who the Today Network main grocery buyer is and their shopping habits.
Let the Today Network help you build awareness with grocery buyers.
Today listeners say that
in their household, they
are doing on average…
of the household
Whether it’s every day or once a week, buying
groceries is something we all have to do. So
when it comes to building awareness for your
brand there’s no going past the Today Network.
This presentation will take a look at who Today grocery buyers
are, their shopping habits and how you can reach them at key
times.
Source: Southern Cross Austereo Today Network GB Survey. April 2014.“Q. In your household, approximately what percentage of the grocery shopping would you say you do?” N=825.
Who is the Today Network grocery buyer?
In looking at who the Today grocery buyer is, it can be seen that the majority are female aged 25-54. But it is also worth
mentioning that one third of main grocery buyers are male. These Today grocery buyers are buying for their young family –
with most of their children being aged under 12. Plus, many Today GBs are also employed and have a mid-high household
income.
64%
FEMALE
36%
MALE
69%
Are in a married or
56%
Have children at home
defacto relationship
1 in 2
77%
75%
3 in 4
of Today GBs are aged 25-54
(54%) have a
household
income over Have children at home
74%
Are currently employed
$70,000
under 12
Source: Nielsen CMV. Metro survey 3, 2014. Main Grocery Buyer. Today Network. Demographics.So what are their shopping habits?
86 %
visit the
54 % 65% 38 %
don’t have a set day
do a main shop do a top up shop up to shop – just
supermarket at least
once a week once a week only to 3 times a week whenever needed
7% 9% 13% 14% 11% 23% 12%
Source: Nielsen CMV. Metro survey 3, 2014. Main Grocery Buyer. Today Network. Attitudinal.What time of the day are they heading to the store?
more than In looking at the times grocery buyers are hitting the shops, it
can be seen that many people are heading to do their grocery
4 in 5
shopping during the weekend between 1-5pm. This is most
likely when people are doing their main shop for the week
ahead.
GBs are heading
36% to store
Plus, it’s interesting to note that people are also heading to the
shops – probably for their top-up shops during the week after
33% before 5pm
work (5-8pm).
By advertising during these key times, brands can talk to GBs
right before they hit the shops
31%
27% 41% 39% 10% 3%
24% shop at shop at
Woolworths
shop at shop at
IGA
Coles ALDI
Weekdays Weekend
5%
8% 4% 1%
Daytime (before 1pm) Afternoon (1-5pm) Early Evening (5-8pm) Evening (8-11pm) Late Night (11pm-5.30am)
Source: Nielsen CMV. Metro survey 3, 2014. Main Grocery Buyer. Today Network. Attitudinal.What are their buying habits at the supermarket?
71%
I spend the time to compare prices
between brands when I shop
69%
When I shop I mainly purchase based on
what is on special or has a good promotion
84 % 60%
When I shop I am mainly looking for the
same everyday items I always purchase
59%
I always aim to vary my weekly meals,
so I look for something different
of GBs are spending
up to $150 per shop
48%
I am attracted to new items and innovative
packaging in the supermarkets
43%
I regularly purchase items on impulse
when shopping in the supermarket
Source: Nielsen CMV. Metro survey 3, 2014. Main Grocery Buyer. Today Network. Attitudinal.
Source: Southern Cross Austereo Today Network GB Survey. April 2014. Filtered. Main GB. Segmentation statements. N=528.What motivates and influences them to buy certain products?
“Q. When you are on a general grocery shop, which of the below motivate you to purchase a certain product?”
The best value 82%
Specials and promotions 76%
The cheapest price 50%
more than 82%
4 in 5
Multi-packs 27%
Products in the store catalogues 27%
of Today GBs look for the best value
Premium/high quality brands 26%
I have seen/heard it advertised 25% Today Network GBs look for brands that
offer the best value and are either on sale
It is a new product 25%
or are part of a promotion.
Store displays 15%
So when it comes to influencing the Today Network main
Store brands 13% grocery buyer next time they’re at the store, brands can’t
go wrong by advertising about value, promotions or price.
Award-winning products 9%
So where are they shopping for specific groceries?
Creative packaging 9%
Source: Southern Cross Austereo Today Network GB Survey. April 2014. Filtered. Main GB. “Q. When you are on
a general grocery shop, which of the below motivate you to purchase a certain product?” N=528.Today GBs shop at different places for different grocery products.
The majority of Today GBs are buying all of their grocery products from their main
supermarket…
However, when it comes to buying certain items like fruit and vegetables, meat and poultry and health and beauty products,
these GBs are purchasing from stand alone stores like fruit markets, butchers, bakeries and health food stores. So these
types of businesses can also benefit from advertising on the Today Network.
95%
84%
77%
63% 63%
52%
29% 32%
23%
19%
11% 11%
2% 3% 3% 2% 5% 2% 7% 2% 0% 1% 1% 2% 0% 2% 2% 1%
1% 1%
Fruit and vegetables Meat and poultry Deli items Everyday items Bread and bakery Health and beauty
(milk/eggs) items products
(vitamins/haircare)
Main supermarket Another supermarket A market A stand alone store (fruits store/butcher/bakery) Other store
Source: Southern Cross Austereo Today Network GB Survey. April 2014. Filtered. Main GB. “Q. Where are you likely to purchase different grocery products?” N=528.Online grocery shopping is a convenient option for some Today GBs.
Whilst the majority of Today GBs prefer to head in-store to make their grocery purchases, there’s still a
portion who like the convenience and ease of online shopping and home delivery.
“Convenience during the working week. I can get what I need
delivered after work on the day I need it without having to drag the
more than
kids to the supermarket after a long day at childcare and school.”
“It's much easier than walking around shops I can also see a
running tally helping me to stick to our budget. And while waiting
for the delivery I can be doing other things at home therefore
making the most of my time.
“It's cheaper and it means that I have fresh bread and milk and
bacon delivered to my door twice a week in the morning before I
wake up.”
Today grocery
buyers shop online “I like the convenience of not having to go to the supermarket,
especially with children and that it gets delivered straight to my
for their groceries kitchen bench. I can also stick to my budget better by utilising the
cart summary on the ordering page.
Source: Southern Cross Austereo Today Network GB Survey. April 2014. Filtered. Main GB. “Q. Do you do any of your grocery shopping online?” Yes. N=88.So how many GBs does the Today Network reach? How many we reach and when these Today GBs are listening across the day.
Today can help you talk to a large portion of grocery buyers each week.
255,000
409,000
1.1 million 1,161,000
221,000
100,000
176,000
Source: GFK Radio Probe. Radio Ratings 4, 2014. National. Today Network. Grocery Buyers. Mon-Fri 5.30am-12midnight.Cume.Reach grocery buyers at key times across the day with the Today Network.
1,031,000 grocery buyers are listening between 5.30am-7pm
400 breakfast 606,000
Are tuning in during
drive 670,000
Are tuning in during
350 breakfast 5.30am-9am drive 3pm-6pm
300
250
200
150
100 79%
Listen in the car
43%
Listen at home
14%
50 Listen at work
0
The Today Network talks to a large portion of grocery buyers at key times across the day – during breakfast and drive. By
advertising on Today, not only can businesses reach grocery buyers during these times, but could also influence children too
who may be listening during the school drop-off or pick-up. Plus, with almost 4 in 5 GBs listening in the car, the more likely
they are to remember your ad if they’re on the way to the store.
Source: GFK Radio Probe. Radio Ratings 4, 2014. National. Today Network. Grocery Buyers. Mon-Fri 5.30am-12midnight.Cume. Locations.GBs are tuning into the Today Network’s popular breakfast and afternoon shows.
239,000
523,000 919,000
279,000
109,000
249,000
1,196,000
Source: GFK Radio Probe. Radio Ratings 4, 2014. National. Today Network. Grocery Buyers. Mon-Fri 6am-9am & 3pm-4pm & 4pm-6pm.Cume.FMCGs have found success on the Today Network in the past.
When it comes to building awareness and consideration for your brand/product there’s no going past the
Today Network. In the past, a variety of FMCG brands such as; tuna, cheese, oil, biscuits and muffins have
all run campaigns on the Today Network with great success.
The below looks at just some of the results, based on 8 recent FMCG campaigns on the Today Network, that your
product/brand could achieve with Today.
68% 27% 43% Increase % Total % of respondents Increase % in agreement
10%
Total % of respondents
Across the board, Of the FMCG brands With each FMCG Many FMCG
FMCG brands/products tested on Today, campaign, brands had campaigns have seen a
have built their results show high significant indexed significant % of people
awareness levels levels of consideration increases in purchasing their
through a Today to buy as a result of association with key products. On average
campaign with proven hearing the advertising brand statements as a 1 in 10 people are
success. campaign. result. influenced as a result.
Source: SCA Today Network Campaign Effectiveness Studies 2011 – 2014. Benchmarks from 8 studies.When it comes to reaching grocery buyers, there’s no going past Today.
Whether it’s for fresh produce or a box of cereal, grocery
shopping is a necessity for all households.
But, how do you talk to grocery buyers to get your
products standing out from the crowd? By advertising on
radio with the Today Network.
The Today Network can help you talk to grocery buyers
at key times across the day and with popular breakfast
and afternoon shows, and provides the perfect
environment for brands to advertise on.APPENDIX: A snapshot into the current environment of the industry.
The supermarkets and grocery stores industry in Australia is worth
The supermarket and grocery stores industry is
This industry revenue is one of the most fiercely competitive industries in
forecast to grow by the country - with the rapid growth of the
German-owned ALDI causing a massive shift in
the industry.
The challenging retail environment has caused industry
heavyweights to introduce price cuts across a range of everyday
household items - both on private-label and branded products.
…with the development
Plus, busy lifestyles have contributed to time-poor shoppers and
of online sales options as a result have opened the door for convenient online shopping
adding to this increase. options.
Source: IBISWorld Report March 2014. Supermarkets and Grocery Stores.Contact and research methodology. What is Clear Decisions? Clear Decisions is a Syndicated Multi-Media database that incorporates information collected from people aged 14+. The data is collected through a combination of a 30 minute face to face interview, a self completion diary, and fused media currency ratings for TV (OzTam) and Radio (Nielsen). Where does the information come from? Nielsen Media Research has a team of over 400 experienced interviewers who conduct the survey. Every survey placed into the field is personally collected ensuring a high return rate. Clear Decisions is in field 40 out of 52 weeks a year (no surveys conducted late December/early January due to the holiday season). The Clear Decisions database is based on a rolling 12 month survey database (i.e The newest month of data is added and the oldest month is dropped). Databases are updated 10 times per year. What is Radio Probe? Radio Probe is the GfK re-analysis package specifically designed for quick, easy and flexible analysis of radio audience surveys. Where does the information come from? Both paper diaries and e-diaries are used for measuring audiences in the larger radio markets. Eight surveys are done each year in each of the five major capital cities. These cities are surveyed for 39 weeks of the year. In addition other smaller markets are surveyed on an ad hoc basis. Radio diary participants are geographically selected in proportion to the distribution of the population. Each market is split into geographic regions and sub-regions dubbed statistical local areas (SLAs). Each SLA is split further into interviewing areas or census collectors districts (CD's). Homes are then statistically selected and approached within these CD's. A "single source lifestyle questionnaire" is enclosed in the diary. The diary contains relevant lifestyle and purchasing habits/intentions relating to the household. Prepared by Southern Cross Austereo Research. For more information please contact: Paige Ross Research Analyst paige.ross@sca.com.au Phone: 07 3361 0109
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