Dunnhumby Supermarkets Retail

Frequency of shopping trips increases 18% in five years, as dunnhumby finds fewer people make one large weekly shop


By Jennifer Faull | Deputy Editor

June 17, 2014 | 2 min read

The number of shopping trips people make has increased 18 per cent over the past five years as people move away from doing one big ‘weekly shop’ and opt instead to regularly make small basket purchases.

The study of shopping habits from over seven million consumers across 18 countries by customer science company dunnhumby found that there is a trend across all store formats for consumers making purchases of no more than three products.

Price sensitive customers were found to be 16 per cent more likely to make small basket purchases; in Asia this number is as high as 30 per cent.

“Shoppers are demanding store experiences and products that are simple, efficient and easy. In order to succeed, retailers can consider how to cater for small-basket shopping trips across all store formats,” said Julian Highley, global director of customer knowledge at dunnhumby.

“Whether this means placing popular convenience products near express checkout lanes or also ensuring that these are sufficient for processing small basket shoppers quickly, it’s clear that retailers and consumer-packaged-goods manufacturers must look to address this growing long-term trend so they can continue to meet customer needs.”

The survey comes after Motorola’s head of retail, Mark Thomson, last week told The Drum that retailers need to provide more in-store solutions for customers looking to find what they need quickly and be shown how to get the best deals on their purchases.

He advocated the use of Beacon technology and other location-based tools that can engage shoppers in supermarket aisles.

Dunnhumby Supermarkets Retail

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