Consumers taking shorter trips to the grocery store

The habits of grocery consumers may be changing, as new research suggests Americans are taking shorter, less extensive trips to the grocery store and instead opting for food purchases to cover only a few days.

The habits of grocery consumers may be changing, as new research suggests Americans are taking shorter, less extensive trips to the grocery store and instead opting for food purchases to cover only a few days.

Market research publisher Packaged Facts released the results of a study Wednesday that surveyed more than 2,000 adults who had shopped for groceries within the past 24 hours. According to the report, one in three were buying only what they needed for a specific meal, and roughly 10 percent of respondents visited a store because they were hungry.

Roughly 50 percent of respondents claimed they spent less than $50 and bought fewer than 15 items.

The results of the study indicate what may be a new trend in grocery shopping, especially as younger adults use technology to inform their experiences and decisions. The research may also provide new context for retailers' research and marketing strategies.

"With nearly four in 10 grocery shoppers frequently using social media and networking on mobile devices such as cellphones and smartphones," said David Sprinkle, publisher for Packaged Facts, "location-based shopping assistants on mobile devices may soon upend conventional approaches to in-store shopper marketing."