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Fluent Debuts “The Modern Shopper” CPG and Retail Grocery Research Series

Fluent’s conducted a survey last week (May 11 – 12) as part of its inaugural The Modern Shopper research series, designed to uncover the latest consumer trends related to grocery and CPG shopping. Respondents were asked a range of questions pertaining to everything from their use of technology for couponing, to their average monthly spending on groceries, to their favorite food and beverage brands as they head into Memorial Day weekend and the summer grilling season.

Key findings:

  • Digital shoppers are the biggest spenders. Shoppers who have signed up for email newsletters and/or mobile alerts across are more likely to spend more at the register, redeem coupons more often, and are more willing to try new products and services than their non-digital counterparts. They are nearly twice as likely to redeem coupons at least 3 to 4 times a month, and are 5% more likely to spend $300 – $400 per month on groceries.
  • Shoppers are as price conscious as ever. More than 50% of respondents said that “value and savings” are their most important consideration when buying groceries, and a majority (42.4%) also stated that lower prices would be their top reason for buying a new brand or product.
  • Shoppers are making healthier choices. Survey respondents from every income bracket reported making healthier choices over the past year (64%), but people with higher household incomes – $80,000 or more per year – were the most likely to say they’ve made healthier choices (79%), and they were also more likely to prefer non-GMO and gluten-free products.
  • Shoppers expect to spend more on groceries over the summer. The majority of consumers (46%) said that they expect to spend more on groceries over the summer, with only 17% saying they’ll spend less. When it comes to those staples of the outdoor grilling season – hot dogs, potato chips, and cold beverages – Oscar Mayer, Lays, and Coca-Cola reign supreme as the most popular brands in their respective categories across the nation.

Despite their price sensitivity, our survey found that American consumers will be spending more on groceries and consumer packaged goods as we head into the summer months,” said Matthew Conlin, president and co-founder, Fluent, Inc. “CPG and grocery retail marketers can make the most of the upcoming season by beefing up their email marketing and mobile couponing programs, and leveraging individual-level customer insight to craft highly personalized digital offers.”

The Modern Shopper, including complete survey findings and recommendations from Fluent, is available for download at


Fluent’s The Modern Shopper survey was conducted online within the United States by Fluent, Inc. from May 11 – 12, 2015 among 1,829 adults aged 18 and older. Respondents were randomly selected, and the findings are at a 99% confidence level with a margin of error of +/- 3.5%. Fluent’s proprietary ad-serving technology includes a real-time survey module that was used to facilitate the data collection for this study.

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