Most British shoppers do a weekly supermarket shop despite considering it a boring chore, according to the latest research from Mintel.

The research showed that 52% of all adults do a major shop once a week, compared to one in ten adults who prefer to shop just two or three times a month.

“It would seem that British consumers feel obliged to religiously carry out their grocery shop once a week,” commented Ellen Shiels, consumer analyst at Mintel.

Shiels also comments on the peculiar nature of this obsession considering four in ten view this experience as a bore, according to the research.

“Supermarket shelves are packed with ‘bulk buy’ offers, which allow people to cheaply stock up on groceries, so delaying the need for a grocery refill,” said Shiels.

For some consumers though, bulk buying isn’t convenient. The research indicates that 27% of adults consider they haven’t enough storage to take advantage of bulk buying. This is particularly evident in London where 30% state they have a lack of space.

Bulk buying appears to be more popular with more affluent shoppers with 26% of ABC1s doing so.

Mintel’s research also found that less than half of adults (45%) in the UK have a shopping list with them when they go shopping and 19% do not even know what they want to buy until they get to the supermarket.

“This chaotic approach to the dreaded weekly shop means that shoppers here are more reactive, grabbing products and offers that take their fancy at the time,” said Shiels.

The research also found that 74% of British shoppers were prompted to buy products because of a BOGOF-style promotion, but just 23% were encouraged to purchase by the promise of extra loyalty card points.

Convenience was also found to be a priority with shoppers generally opting for the supermarket closest to home.
“Grocery shopping choices are principally driven by convenience with over half of adults shopping where they do for groceries because the store chosen is the easiest to get to,” stated Shiels.