Opinion

6 things you didn’t know about shopping

Richard Hall19 May 2010

Conferences are great places to pick up unexpected new insights. At last week’s UK Soft Drinks Industry Conference, I learned a lot about British shopping habits from Sarah Mitson of TNS.

I learned that …

  1. The main weekly shop takes an average of 50 minutes and involves 66 items being purchased.
  2. Top-​up visits average 20 minutes for 13 items.
  3. 81% of supermarket trips are for top-​up visits, not the main weekly shop.
  4. Top-​up shopping accounts for 39% of supermarket value sales.
  5. 25% of shoppers say they walk through the entire store, but in-​store cameras show only 2% cover more than half the store.
  6. Eye level isn’t the optimum shelf for display, because our eyes are normally angled 15–30% downwards.

Richard Hall is chairman of Zenith International. You can also read his blog at BevBlog.

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Richard Hall is chairman of Zenith International.

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