Supermarket Shopping Attitudes and Habits Survey

Thanks for taking a few minutes to share your grocery shopping habits! Your responses are completely confidential and anonymized. There are no right or wrong answers — we just want to understand how you actually shop. This should take about 5 minutes.

In the last 30 days, how many separate trips did you make to buy groceries?

• 1-2 trips
• 3-5 trips
• 6-10 trips
• More than 10 trips

Which type of store do you use most often for your grocery shopping?

• Traditional supermarket chain
• Discount or value grocery chain
• Warehouse club
• Online-only grocery delivery service
• Local or independent grocer
• Other

Overall, how satisfied are you with the store you use most often?

How much do you agree with the following statements about your grocery shopping?

When choosing which store to shop at, which of these matter most to you, and which matter least?

• Price of products
• Convenient location
• Product quality and freshness
• Variety and selection
• Loyalty program rewards
• Ease of online ordering
• Store cleanliness and layout

Thinking about your total grocery spending, how do you split it across these types of shopping? Please allocate 100 points in total.

• Large supermarket (in-store)
• Discount or value grocery store
• Online grocery delivery
• Click-and-collect pickup
• Local specialty shop or farmers market

How many grocery store loyalty or rewards programs are you currently enrolled in?

• None
• One
• Two
• Three or more

Anchor on the store type the respondent said they use most and reconstruct the real story behind why: what first drew them there, and whether anything has recently made them consider trying a different store or channel. If they mentioned 'Other' as their main store, ask them to describe it. If they said they compare prices or plan around sales, probe a specific recent example of when that changed their behavior. Ask what would actually make them switch away from their current main store.

What is your age range?

• Under 25
• 25-34
• 35-44
• 45-54
• 55-64
• 65 or older
• Prefer not to say

How many people, including yourself, live in your household?

• 1
• 2
• 3-4
• 5 or more
• Prefer not to say

What is your total annual household income?

• Under $30,000
• $30,000-$59,999
• $60,000-$99,999
• $100,000-$149,999
• $150,000 or more
• Prefer not to say

That wraps things up — thank you for sharing how you shop! Your responses will be combined with others to help retailers and brands understand what really drives grocery shopping decisions.