The Australian supermarket and grocery store sector is massive, turning over $8.3bn last month alone1, and highly competitive, in large part due to the growth of ALDI putting increased pressure on other supermarkets to discount prices.2
Supermarket retailers understand that discounting only attracts customers if shoppers know about the offers, which is why newspapers are a key part of the mix. Newspaper media reaches large numbers of grocery buyers quickly and efficiently.
Over a four week period 6.5 million of Australia’s 6.9 million grocery buyers – 19 out of every 20 – will read newspaper media. And two out of every five readers (39%) are grocery buyers.
Printed newspapers provide the bulk of these readers, although digital newspaper readership continues to grow. Each week 3 million grocery buyers read a printed newspaper, and 1.9 million of these read seven or more copies. Over four weeks print readership increases to 5.8 million, readership on digital devices to 4.4 million,
Newspapers deliver large numbers of casual supermarket shoppers as well. Some 16.4 million newspaper media readers shop at a supermarket at least once each month, and 12.9 million shop at least once a week.
Plus newspaper readers shop more often, and spend more on each member of the household.
On average non-readers make 4.9 trips to the supermarket each month. Regular newspaper readers, who read at least one copy/week, make 5.2 trips, with heavy-reading grocery buyers making 5.5 trips.
Readers also spend more per household member, and the more they read the more they spend. While non-readers spend an average of $292 per household member, light readers (1-2 copies/week) average $295, medium readers (3-6 copies) average $301, and heavy readers (7+ copies) average $314.
In addition to the high reach and quality of audience, newspaper media works because it’s the right environment. Grocery buyer readers say newspapers are one of the most important sources of information they turn to when planning food and beverage purchases.
Media most useful when buying groceries and beverages (grocery buyers)
|Catalogues & unaddressed mail||33%|
1 Australian Bureau of Statistics, 8501.0 Retail Trade, Australia, Mar 2015; Retail Turnover, State by Industry Subgroup.
2 IBIS World, Supermarkets and Grocery Stores Market Research Report | ANZSIC G4111 | Mar 2015
emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending Mar 2015, Nielsen Online Ratings Mar 2015, People 14+ only.