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Two-Thirds of Trader Joe’s, Whole Foods Shoppers Express Health Happiness

May 16, 2012 1 comment

Is there something in that Two-Buck Chuck? New BIGinsight™ analysis reveals that Trader Joe’s and Whole Foods shoppers* are happier with their health** compared to mainstream grocery shoppers at Kroger, Publix, and the nation’s top pantry supplier – Walmart.

Totally Happy/Happy with Health

While Publix shoppers trail the likes of Whole Foods and Trader Joe’s in terms of health happiness, customers at this grocer – known for its quality assortment of items ‘round the perimeter – track ahead of both Kroger and Walmart.

On the flip side, nearly a quarter (23.1%) of Walmart shoppers feels “unhappy” or “totally unhappy” with the state of their health. Kroger shoppers aren’t far behind with this sad-faced sentiment (20.5%), while far fewer (11.5%) Trader Joe’s shoppers are worried about their well-being.

Totally Unhappy/Unhappy with Health

Interestingly, shoppers with a proclivity toward natural and organic goods aren’t prone to shunning that fast food guilty pleasure. In fact, nearly half of Whole Foods’ customers (45.6%) patronize a fast food restaurant once a week or more often, higher than the overall average (39.0%) as well as – surprise! – Walmart shoppers (44.1%). Trader Joe’s (43.3%), Kroger (46.7%), and Publix (42.0%) each index above the national rate as well.

But it’s all about the choices we make though, right? While McDonald’s is the preferred fast food restaurant across all of our shopper groups [gotta love those fries], Subway – with its arguably fresher/healthier menu – indexes higher among Whole Foods and Trader Joe’s customers. In addition, these organically-minded shoppers place more importance on a quick service restaurant’s healthy menu options and food quality than average, while Walmart patrons are more apt to opt for lower pricing and a value menu.

Finally, it’s evident that Whole Foods and Trader Joe’s shoppers aren’t achieving health satisfaction without any effort. Nearly ninety percent of each of these customer groups report doing something about their health, such as watching calorie or fat intake, exercising regularly, or opting for more organic foods. Working up a sweat is key; in fact, Trader Joe’s shoppers are 50% more likely to hit the gym compared Walmart customers. More than a quarter of those bagging their groceries at the big discounter (27.5%) say they don’t do anything with regard to their health, the highest of all the groups analyzed for this report.

Exercise Regularly

For more information on this data, please contact BIGinsight™.

This post was inspired by our original analysis of Fast Food customers’ health happiness: One in Four McDonald’s Customers Unhappy with Their Health.

* Whole Foods, Trader Joe’s, Kroger, Publix, and Walmart shoppers were analyzed for this report.  Whole Foods and Trader Joe’s “shoppers” are defined as respondents who indicated that they shop these retailers most often for Organic Products (an unaided, write-in response). Kroger, Publix, and Walmart “shoppers” are defined as respondents who indicated that they shop these retailers most often for Groceries (first or second choice), also unaided, write-in responses. Shopper groups analyzed in this report are not mutually exclusive.

** Respondents were posed with this question: On a scale of 1-5 with 1 being “Totally Unhappy,” and 5 being “Totally Happy,” how would you rate your happiness level with your Health?

Source: BIGinsight™ Monthly Consumer Survey – MAY-12 (N = 8789, 5/2 – 5/8/12)

© 2012, Prosper®

BIGinsight™ is a trademark of Prosper Business Development Corp.

Shopping Organically: I Wish I Could Be a California Girl

February 27, 2012 Leave a comment

I left my husband and an Ohio snowstorm behind for this view...

About a year ago, I had the opportunity to visit Santa Monica for a few days with my sister. Given that I had never been west of the Grand Canyon – as well as the fact that this meant abandoning Ohio in the middle of January – this trip was quite the treat. Aside from the fantastic shopping, one of the other key memories I retain from our four day excursion was this city’s focus on healthy living. The walking, the biking, the running, the surfing, the oceanside weight lifting, the Pinkberry…and that fantastic Third Street Promenade Farmer’s Market.

When we polled consumers on Organic Products for our February survey, I got to wondering if the impression of the healthier lifestyle I got in Santa Monica was a marketplace reality. So, is any one census region more likely than the others to embrace Organic Products (and the [arguably] greater health benefits that come along with them)?

According to this month’s survey, two in five Adults 18+ (60.0%) indicate that they regularly or occasionally purchase Organic Products. This figure increases to nearly seven in ten adults living out West, the highest among the four Census Regions [see chart]. So appears that there is at least some truth to the rumor that I have been spreading in this very blog. Northeasterners are about average when it comes to buy Organic, Southerners are slightly below, and we Midwesterners are the least likely to shop the big O [“O” as in Organic…of course].

Regularly or Occasionally Buy Organic Products, by Census Regions

The Western states are also home to more consumers who are committed Organic buyers; 14.1% of these residents purchase these products “regularly.” In fact, this figure is 60%+ higher than those in the Midwest who buy “regularly” (8.6%). In the South and Northeast, shoppers are more likely to trend along the nationwide average of about 12%.

Interestingly, the Organic products actually purchased don’t vary too widely among the census regions. Shoppers across the U.S. are most likely to purchase Organic Produce, followed by Dairy Products, Breads, Meat & Poultry, Juices, and Cereals. Though given the more regional nature of the grocery industry, the retailers preferred for Organics do vary across our country’s four quadrants. Whole Foods and Trader Joe’s are shopped most often in the West and Northeast, while Walmart and Kroger are favorites in the Midwest and South:

For more information on this data, please contact BIGinsight™.

Source: BIGinsight™ Monthly Consumer Survey – FEB-12 (N = 8716, 2/1 – 2/8/12)

© 2012, Prosper®

BIGinsight™ is a trademark of Prosper Business Development Corp.

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