• by Sarah Mahoney , August 26, 2011

While consumers say they still love their supermarkets, a new study shows they are spending less money there, with grocery stores now accounting for about 51% of food dollars.

The report, from AlixPartners, a leading global business advisory firm, found that while shoppers are value-conscious, they still say food quality, especially perishables, and store atmosphere are just as important to them as prices. About 70% of consumers are making trips to buy groceries once a week, with 50% planning to spend more on food in the year ahead, and 39% expecting to spend roughly the same as they did this year.

Sales and promotions, though, are key factors, with 79% of the survey saying they take coupons into consideration when drawing up their shopping lists. And 86% use a shopping list at least sometimes. But they are highly likely to deviate from the list once they're behind the grocery cart, with 93% saying that product displays and signage, which often point them toward sale items, can influence them to pick up items not on their list. And 79% say in-store sampling can change their mind, too.