Jill Cataldo

There are so many stories about the state of grocery shopping in the media as of late. Here's a recent report by Deloitte called "The American Pantry Study: The New Rules of the Shopping Game," which covers changing grocery shopping trends with consumers:

"American consumers have re-learned how to shop — and in the process re-shaped the playing field for both consumer products marketers and packaged goods retailers. The recession has made it necessary for Americans to rethink and adjust their shopping patterns, which has resulted in a more strategic, informed — and even calculating — approach to a shopping game previously driven by impulse, advertising responsiveness and the fundamental attractiveness of brands."

Some notable points:

• 92% of people surveyed have changed the way they shop within the past two years
• 89% are more resourceful when they shop, with 84% stating they are "more precise"
• 67% say they have increased their coupon usage
• 81% say they're "having fun" seeing how much they save with coupons
• 48% will put off purchasing an item if it is not on sale
• 93% say they will continue to shop this way even if the economy recovers
• "Resourcefulness and precision are the new badges of honor"

Here's an article everyone should read, as it concerns not only Jewel shoppers but supermarket shopping trends in general:

Jewel thins out selection as grocery competition from Wal-Mart intensifies

Excerpts:

Chicago's largest grocer is testing a new store format in Bolingbrook that cuts out 15% to 25% of products. Jewel says it plans to take the Bolingbrook design to more stores under a mandate from parent company Supervalu Inc. to reduce clutter, cut costs and make room for more of its own brands.

But Jewel, which has long prided itself on offering a wide selection, risks alienating shoppers by removing their favorite brands. Wal-Mart and Deerfield-based Walgreen Co. pursued similar initiatives this year. Both chains have said they had to restock some items when customers went elsewhere...

Craig Herkert, a former Wal-Mart executive who took over as Minnesota-based Supervalu's CEO last year, told investors in April that scaling back inventory is a central component of a new growth strategy dubbed "Project SHE, which stands for Simplify Her Experience."