The Shopping Patterns of Working Women

CLEVELAND -- Grocery shopping decisions are on the minds of working women at the same time as they are busy trying to juggle their job responsibilities during the day, according to new research.

WorkPlace Impact, a Cleveland-based marketing company that targets consumers directly at work, recently surveyed 1,340 American working female consumers and found that 84.4 percent of those polled said they regularly or occasionally add items to their grocery shopping lists at work.

Working women also make frequent trips to grocery stores on personal time that bumps up right against the workday. According to the survey, nearly half of working females (49 percent) make trips to the supermarket between Monday and Friday, while 46 percent reported that they regularly purchase groceries on their way to or from the office, or during a lunch break.

“We’re finding an increasing blending of work and personal lives among working consumers," said Tara L. Peters, director of marketing for WorkPlace Impact, who noted little surprise "to learn that working women are so frequently making grocery shopping decisions during the workday.”

Accordingly, WorkPlace Impact advises that consumer packaged goods retailers and suppliers seeking to boost connections with working women should target their promotional outreach closest to the time and place these shoppers are making purchasing decisions -– at work.

The survey's findings are gathered in WorkPlace Impact's From Planning to Purchase: The Shopping Patterns of Working Women report, which is available via a request to [email protected].