• by September 13, 2010

Confirming that impulse purchases are on life support, The NPD Group reports that 94% of U.S. households prepare written grocery shopping lists, and that 72% report that they never, or only occasionally, veer from these lists.

"For food and beverage manufacturers and retailers, it's all about getting on the list," says Ann Hanson, executive director of product development and author of the "Before the Store" report. "With so many purchasing decisions being made at home where meals are being planned and shopping lists assembled, it's important to focus on [reaching] consumers at home, before they leave for the store."

The report confirms that responsibility for grocery shopping and cooking with households usually falls to the female head of household. However, preparing the grocery list is a family affair. Persons other than the female head of household contribute to the list in 60% of married and family households, and children provide input to the shopping list in nearly 40% of family households. Among younger households, a spouse is more likely to contribute to the household shopping list when kids are not present.

Of course, some non-planned purchases still take place.  About one in four primary grocery shoppers indicate being somewhat more impulse-driven in their grocery purchases, according to NPD.

The top reasons cited for impulse purchases are "saw it on promotion" (80%), "saw it in the store and remembered it was needed (67%), and "looked like a good meal or snack solution (37%).