New study shows smart shoppers are reshaping their grocery picks

AUCKLAND, Today: Kiwi shoppers are getting savvy about their spending due to rising living costs. JCDecaux’s latest research shows what keeps brands essential during grocery runs.

The study surveyed 400 people who make grocery decisions, revealing a shift toward cost-conscious shopping:

• 84% now see price as their top shopping priority
• 72% are choosing more store-brand products
• Over half have switched up their shopping spots, with many heading to Pak’nSave or checking out other stores beyond the big three

JCDecaux is stepping up to help brands reach these smart shoppers by adding six new locations to its SMARTFRAME network, including hotspots like Auckland’s Sylvia Park and LynnMall.

This expansion boosts the network to 34 locations, reaching over 33.6 million additional shoppers a year.

“As Kiwis adapt their shopping habits, brands charging a premium must work harder to maintain their place on shopping lists,” said Victoria Parsons, Director of Strategy & Insights at JCDecaux.

“Out-of-Home advertising, particularly through our SMARTFRAME network, allows brands to engage shoppers on their everyday journeys, building trust and preference.“Out-of-Home advertising, particularly through our SMARTFRAME network, allows brands to engage shoppers on their everyday journeys, building trust and preference.

“Our SMARTFRAME and Large Format networks are uniquely positioned to help brands capture shopper attention near supermarkets, retail locations and along arterial routes.” – Phil Eastwood

People will pay more for an FMCG favourite due to perceptions of taste or quality. High frequency brand advertising creates and builds these preferences making people less susceptible to trading down to a cheaper alternative,” she added.

The study highlights the effectiveness of Out-of-Home advertising in catching shoppers’ eyes at key moments:

• One in three Kiwis notices grocery brands on billboards as part of their daily life
• 25% feel more confident trying new products when they see consistent ads
• Shopping is the top reason Kiwis leave the house, with 97% hitting the stores at least weekly

Phil Eastwood, General Manager of JCDecaux New Zealand, added, “Our SMARTFRAME and Large Format networks are uniquely positioned to help brands capture shopper attention near supermarkets, retail locations and along arterial routes. These touchpoints are critical for influencing decisions where it matters most.”

Additional findings show:

• 92% of Kiwis play a part in household grocery decisions, moving away from the traditional single shopper model
• 79% make a shopping list, showing how crucial it is for brands to be on that list
• While 85% of grocery spending still happens in physical stores, online shopping is slowly increasing
• 51% think about meals and groceries while they’re out, underscoring the need for visible advertising throughout the day

View the report here