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Guideposts readers are active grocery shoppers.

Shopping for the best food and grocery items that help them maintain a healthy lifestyle and prepare dinners for their families is very important to Guideposts readers. They shop frequently at all types of grocery stores, including chains and warehouse/club stores. Our value-conscious readers are always looking for best prices and brands they love and new ones as well. They enjoy foods that bring convenience and quality to their tables and possess a mindset about food tha sets an ideal stage for food marketers.

Baking & Food Made From Scratch  |   Food Shopping, Snacks & Condiments  

Frozen & Convenience Foods  |  Beverages  |   Vitamins & Minerals, Diet Control  
Base: Adults/Women who % Comp. Index
Shopped at Food Stores in Past 6 Months 72.0 154
Spent $100+ at Food Stores by Household in an Average Week 35.0 133
Spent $100+ at Food Stores by Self in an Average Week 24.2 137
Shopped Warehouse/Club Stores in Past 6 Months 28.7 139
Made 2+ Grocery Shopping Trips in Average Week 24.3 164
Used Cents Off Coupons in Past 3 Months 35.0 194
    Medium/Heavy Users of Cents Off Coupons 26.2 201
Got Cents Off Coupons From    
    Magazines 17.9 243
    Weekday Newspaper Inserts 11.3 202
    Sunday Newspaper Inserts 37.2 196
Reasons For Using Cents Off Coupons    
    Save on Brands I Use Now 30.0 215
    Try New Products 16.7 198
Food Attitudes (Agree)    
    I Try to Eat a Healthy Breakfast Every Day

55.1

 170
    I Try to Eat Healthy and Pay Attention to My
    Nutrition		 68.9 159
    If an Item is on Sale, I Buy Multiple Units to Stock
    Up		 55.6 156
    During a Given Week, I Cook Meals Frequently 59.4 155
    Dinners in My Home are Usually Planned Ahead of
    Time		 48.5 155
    Frozen Dinners are a Convenient Alternative for a
    Meal		 39.0 150
    I'm a Creature of Habit, and Stick to the Foods I
    Know I Like		 49.7 150
    I Prefer Cooking with Fresh Foods Rather Than
    Canned/Frozen Foods		 55.5 148
    I Indulge My Cravings for Sweets 47.5 147
    I Enjoy Trying Different Types of Food 57.5 145
SNACKS    
Used Nuts in Past 30 Days 41.0 176
    Medium/Heavy Users of Nuts 27.6 182
Used Snack Cakes in Past 30 Days 27.2 179
Used Cookies (Ready to Eat) in Past 30 Days 44.6 159
Used Doughnuts (Ready to Eat) in Past 30 Days 25.0 164
Used Gelatin & Gelatin Desserts in Past 30 Days 29.9 222
Used Crackers in Past 30 Days 59.1 174
    Heavy Users of Crackers 25.5 179
Used Corn & Tortilla Chips & Cheese Snacks in Past 30 Days 39.8 156
Used Popping Corn & Popcorn Snacks in Past 30 Days 41.8 172
Used Dried Fruit in Past 6 Months 32.8 179
    Medium/Heavy Users of Dried Fruit 23.6 180
Types of Dried Fruit Used    
    Raisins 20.8 195
    Apricots 10.5 206
Dried Fruit Used For    
    Cooking 15.8 226
    Snacks 23.8 172
CONDIMENTS    
Used Table Syrup & Molasses in Past 30 Days 39.8 157
Used Honey in Past 6 Months 29.8 163
Used Jams & Jellies in Past 30 Days 46.4 167
    Medium/Heavy Users of Jams & Jellies 20.7 162
Used Sugar in Past 30 Days 59.4 162
    Medium/Heavy Users of Sugar 30.4 194
Used Artificial Sweeteners in Past 7 Days 27.1 191
    Medium/Heavy Users of Artificial Sweeteners 19.7 197
Used Bottled Barbecue & Seasoning Sauces in Past 3 Months 47.5 163
    Medium/Heavy Users of Bottle Barbecue &
    Seasoning Sauces		 34.3 157
Used Mustard Jars or Squeeze Bottles in Past 3 Months 53.5 166
    Medium/Heavy Users of Mustard Jars or Squeeze
    Bottles		 22.8 158
Used Ketchup/Catsup Bottles/Jars in Past 30 Days 57.8 159
    Medium/Heavy Users of Ketchup/Catsup 19.8 159
Used Jar Pickles in Past 30 Days 41.9 177
    Medium/Heavy Users of Pickles 21.5 191
Used Pickle Relish Bottles/Jars in Past 3 Months 26.8 183
Used Bottled or Packaged Salad Toppings in Past 30 Days 20.3 166
Used Bottled Vinegar in Past 30 Days 34.1 172
Used Soy Sauce in Past 6 Months 33.2 155
Used Seasonings & Spices in Past 6 Months 46.9 155
    Medium/Heavy Users of Seasonings & Spices 25.5 156
Used Salad or Cooking Oil Pints in Past 30 Days 54.6 163
Used Salad or Cooking Oil For    
    Baking 34.5 174
    Frying 37.6 162
    Salad 15.7 150
    Sauteing/Stir Frying 22.3 153
Types of Salad or Cooking Oil Used    
    Olive 26.5 139
    Vegetable Oil

29.2

 150
    Canola, Safflower or Sunflower 34.0 187
Used Mayonnaise & Mayo Type Salad Dressing Jars in Past 30 Days 57.0 166
    Medium/Heavy Users of Mayonnaise & Mayo
    Type Salad Dressing		 21.9 166
Used Bottled or Packaged Salad Dressing in Past 30 Days 49.1 157
    Heavy Users of Salad Dressing 19.4 167
Used Salsa or Picante Sauce in Past 30 Days 28.7 153
Used Olive Jars/Cans in Past 30 Days 28.3 172
Source: 2007 Doublebase MRI

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