Grocery shopping, and grocery shoppers, are changing, according to the 41st annual “U.S. Grocery Shopper Trends” study, conducted by the Food Marketing Institute (FMI).
"More and more people are playing a larger role in grocery shopping," FMI President and CEO Leslie G. Sarasin says. "In fact, 57% of the population reports that it does all or most of the grocery shopping; 26% says it shares in at least 50% of the grocery shopping, resulting in a whopping 83% of U.S. adults who participate in at least half the food shopping for their households," reports Feedstuffs.
Sarasin says if that percentage seems high, it might be due to battling perceptions within a household regarding what constitutes a "primary shopper," with one person defining it as the number of trips made to the market and the other in the household defining it according to the quantity of groceries purchased.
"Regardless of the metric used, grocery shopping has clearly moved into shared territory in the household division of labor," she says.
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