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Variety Fills the Grocery Carts of Guideposts Readers

Guideposts reader's families are a grocery marketers' dream - they buy broad array of products, they buy them in volume and shop at their grocery stores often. They are more than twice as likely as the average U.S. adult to be a preparer of food from scratch on a heavy usage basis (8+ times in past 30 days) - making all manner of food, ingredients and seasonings a necessity in their kitchens!


Cooking & Shopping  |  Baking  |  Everyday Food  |  Frozen & Convenience Foods

Snacks & Desserts  |  Beverages  |  Vitamins & Minerals, Diet Control  

Paper & Disposable Product
Base: Adults/Women users of... % Comp. Index
COOKING & SHOPPING    
3+ Gocery Shopping Trip Average Week 18.0 158
Spent $120+ in Average Week at Food Stores by Self 17.1 160
     
Prepared Food From Scratch in the Last 30 Days 44.9 183
      Medium/Heavy Food Prepared from Scratch Last 30 Days 36.6 186
      Heavy Food Prepared from Scratch Last 30 Days 21.2 188
     
Any Fresh Fruit & Vegetables Last 30 Days 61.8 161
      Medium/Heavy Fresh Fruit & Vegetables Last 30 Days 42.0 192
      Heavy Fresh Fruit & Vegetables Last 30 Days 23.8 198
     
Any Cents Off Coupons Last 3 Months 34.3 178
      Medium/Heavy Cents Off Coupons Last 3 Months 26.3 185
Use Cents Off Coupons to Save on Brands I Use Now 30.6 202
Use Cents Off Coupons to Try New Products 19.1 216
All Product Samples Past 6 months (Wave 49 Only) 30.2 200
Purchased Product Last 6 Months After Using Sample(Wave 49 Only) 18.7 198
     
Any Microwave Usage Last 7 days 56.6 167
Medium/Heavy Microwave Usage Last 7 days 32.2 166
Heavy Microwave Usage Last 7 Days 22.2 208
Source: Fall 2004 MRI

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