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1st Report
FINDING VALUE
Beyond price and quality, shoppers define value to include relevance, convenience and experience. To meet household needs, what criteria do shoppers use to assess value and what drives their choice of grocery stores? These questions and more are explored in this edition.
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FMI: U.S. Grocery Shopper Sentiment Index
The U.S. Grocery Shopper Sentiment Index is a single number that tracks consumers’ sentiment toward grocery shopping. The index accounts for shoppers’ collective feelings and attitudes toward grocery shopping and how they feel about their current primary store.
Levels of enjoyment of shopping are assigned scores of 0, 25, 50, 75 and 100, while ratings of the shopper’s primary score are rescaled from 1-10 to 10-100. These two scores are averaged together to establish each shopper’s score on FMI’s U.S. Grocery Shopper Sentiment Index. For the U.S. Grocery Shopper Sentiment Index over time and across demographics, please see this chart.
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