1、Circana,LLC|For public use1Checkout Trends in 2024June 2024Focusing on the U.S.Grocery ChannelCopyright 2024 Circana,LLC(“Circana”).All rights reserved.Circana,the Circana logo,and the names of Circana products and services are trademarks of Circana.All other trademarks are the property of their res

2、pective owners.Circana InspireCircana,LLC|For public use2 2Opportunities call for a redesign of the front endExecutive SummaryThe products available at U.S.grocery checkouts represent multiple departments,from salty snacks to confections,from home essentials to beverages.Taken as a whole,these produ

3、cts are growing faster than most top categories across the store.With most consumers shopping in-store and passing through checkouts,the front-end is a critical piece of the grocery retail landscape.Products sold at checkout are gaining strength within the top product categories supported by a high

4、share of in-store purchases.Typical buyers of products available at checkout have stronger than average purchase dynamics,are less sensitive to inflation,and less likely to depend on in-store support.Assortment at the front of the store answers increased demand for smaller pack sizes and contains mo

5、stly strong growth categories.Checkout is a destination for the increasingly frequent retail-sourced snacking.Tailor offerings to strengthen ties with key buyers and expand buyer base with new offerings.Provide a place for innovation to shine.Accommodate declining basket sizes but be aware of presen

6、t challenges.Reimagine the role of checkout to drive impulse and conversion.Circana,LLC|For public use3 3Checkout sales show strong growth in grocery Total checkout$sales%change YA represents 1.8%of total store dollars and 3%of total store dollar growthSource:Circana,Front End Solution Syndicated Da

7、ta;Front End defined as a collection of UPCs found at checkout(includes endcaps and queuing);Total U.S.Food in 52 weeks ending 5/19/24 and%Chg.YASalty SnacksCarb.BeveragesNatural CheeseBeer/Ale/CiderFresh Bread&RollsWineBottled WaterDairy MilkTOTAL CHECKOUTFrozen Dinners/EntresAverage Dollar Sales p

8、er Store(K)$510$502$381$376$375$317$306$282$241$215Dollar Sales%Change YA2.2%4.9%0.7%0.8%1.9%-0.9%0.6%-3.6%5.7%-4.7%Circana,LLC|For public use4 4Circana,LLC|For public useCheckout merchandising is key83%71%65%shopped in store the last time they bought groceries for the householdwent on a grocery sho

9、pping trip inside a physical store within the last weekwill buy all groceries in a physical store in the next four weeks(no online delivery and pickup)Source:March 2024 Circana Shopper Survey,fielded March 8 March 12,2024Most shoppers make regular visits to physical stores4Circana,LLC|For public use

10、Circana,LLC|For public use5 5Circana,LLC|For public useShoppers who make a front-end purchase tend to spend more during tripsCompared to an average shopper,those buying checkout products tend to spend more in the channel and make more tripsSource:Circana OmniConsumer Scan Panel;Total U.S.Grocery,52

11、weeks 3/24/24,Dollars per buyer,Product trips per buyer,NBD aligned;Front-End Buyer group purchased FE Common items in Q4 2023$3,291$4,030All ShoppersFront-end Buyers51.659.6All ShoppersFront-end BuyersDollars per BuyerRetail Trips per Shopper5Circana,LLC|For public useCircana,LLC|For public use6 6C

12、heckout buyers may be less sensitive to price increasesSource:Circana Survey Solutions,February 2024,total U.S.primary grocery shoppers;*March 2024 Circana Omnibus Survey 6Circana,LLC|For public use85%of overall grocery shoppers perceive prices are higher than last year81%changed their shopping choi

13、ces due to the higher prices53%of shoppers look for sales and deals more often23%of shoppers look for bargains and sales at checkout,yet checkout prices increased faster*33%of shoppers wish products at the checkout were less expensive*Circana,LLC|For public use7 7Checkout sales are typically less de

14、pendent on in-store merchandising supportComparison to the grocery channel average.Source:Circana POS Total Store;Total US Grocery;Calendar Year 2023;*Circana Front End Solution Front End defined as a collection of UPCs found at checkout;Total U.S.Grocery;Calendar Year 20237Circana,LLC|For public us

15、e45.8%42.4%48.0%28.4%37.0%35.8%36.0%31.2%BeveragesConfectionsSnacksGen.Merch.Total UnitsCheckout Units*%of units sold with any merchandising support in the total U.S.grocery channelCircana,LLC|For public use8 8What do you like about the items at checkout?*Do you tend to buy smaller packages to get a

16、 lower overall price point?8Seeking small packsshoppers find them at checkout.Source:Circana Survey Solutions,February 2024,total U.S.primary grocery shoppers;*March 2024 Circana Omnibus SurveyCircana,LLC|For public use28.0%23.0%13.8%12.6%12.1%11.3%3.6%Smaller sizes and single serveBargain and on sa

17、leNew productsSeasonal and LTO productsSize only at checkoutFavorite brandsLarger sizes and multipacks39.7%60.3%YesNoCircana,LLC|For public use9 9Shoppers most likely to notice confections,beverages,and snacks at checkoutItems noticed near the checkout area in the past four weeks:Source:March 2024 C

18、ircana Omnibus Survey;*POS data,dollar sales in MULO+with Conv.in 52 weeks ending 5/19/24 vs.YA76.3%66.9%66.1%55.6%42.7%35.9%10.2%7.3%ConfectionsBeveragesSnacksMagazinesPersonal careBatteriesUnsureSomething elseConfections,beverages,and snacks lead in food and beverage dollar sales growth*Circana,LL

19、C|For public use10Circana,LLC|For public use10Checkout assortment should reflect local shopper preferencesQ:When thinking of item availability at the checkout area,would you like to see more or less variety of items?Source:March 2024 Circana Omnibus Survey;rest undecided38%current assortment is PERF

20、ECT10%significantly less11%somewhat less9%somewhat more5%significantly moreCircana,LLC|For public use1111Snacking is among the most common reasons given for shopping at the checkout35.3%25.3%19.0%18.6%16.9%Treat myselfSatisfy hunger or thirstTry something newTo buy something I forgotTreat someone el

21、seSource:March 2024 Circana Omnibus Survey and comparison vs.March 2023 Circana Omnibus Survey(Why do you purchase items you find at the checkout/self-checkout area?)11Circana,LLC|For public useCircana,LLC|For public use1212Most snacking is sourced from retail with half the buyers snacking 3+times a

22、 dayYet some snack less frequently and restrain from impulse buying.Source:Circana,National Eating Trends and CREST,YE Dec.2023;Includes retail and foodservice occasions*Circana 2024 Snacking Survey vs 2019;%of Consumers12Circana,LLC|For public use92%of snacking occasions are sourced from retail46%o

23、f buyers snack 3+times a day26%state they are snacking less frequently*30%reduced impulse snack purchases*Circana,LLC|For public use1313Source:Circana Front End Solution Front End defined as a collection of UPCs found at checkout;Total U.S.Grocery;Calendar Year 2023;new items:not selling in 2022;*Ma

24、rch 2024 Circana Omnibus Survey 1319%of checkout buyers are looking to try something new*21%of units sold at checkout were new product innovationsNew products are a critical component of the checkout experience13Circana,LLC|For public useCircana,LLC|For public use1414Private brands have gained share

25、 at retail but are missing from checkoutFront-end placement is optimal for product trial.Retailers may lean into this real estate to promote their own brand awareness.Source:Circana POS,Total U.S.Food in 52 weeks ending 5/19/24*Circana Front End Solution where Front End is defined as a collection of

26、 UPCs found at the checkout;*proxy to mirror front-end solution components26.1%Private label(PL)share of units sold in total store0.3%PL share of units sold at checkout*14Circana,LLC|For public use26.116.46.417.417.3Total StoreBeveragesConfectionsSnacks*Gen.Merch.*Private Label Share of Total Store

27、Category UnitsWhile mostly absent from checkout,private label holds solid shares among some of the top checkout categories.Circana,LLC|For public use1515Circana,LLC|For public useKnowing the most likely checkout buyers is key when securing the baseStart with common demographics:households with highe

28、r propensity to buy at the checkout are young,lower income,and have children.Source:March 2024 Circana Omnibus SurveyPresence of Kids75%of households with children purchase at checkout compared to 56%of those without childrenLower Household Income66%of households with less than$25K income purchase a

29、t checkout versus 60%of shoppers with incomes of$50K+Younger Shoppers74%of those aged 18 44 buy at checkout compared to 54%of shoppers aged 45+Circana,LLC|For public use1616Seniors and high-income households make the most grocery trips,an opportunity to engage at the frontSource:Circana OmniConsumer

30、 Scan Panel;Total U.S.Grocery;Total Store;52 weeks ending 4/21/24,Product trips per buyer=Average number of trips of those buying tracked categories in US Grocery;NBD aligned Total Store Product Trips per Buyer by Key Demographics in Total U.S.Grocery.657191112107Gen ZMillennialsGen XBoomersSeniors&

31、Ret.78869091949697Income$15K$15-24.9K$25-34.9K$35-49.9K$50-69.9K$70-99.9K$100K+16Circana,LLC|For public useCircana,LLC|For public use1717Circana,LLC|For public useMost shoppers use the self-checkout regularlySource:March 2024 Circana Omnibus Survey70%of shoppers used self-checkout lanes at least 50%

32、of the time when buying food,beverage,and household products in the last six months52%of shoppers used a self-checkout lane during their most recent grocery trip17Circana,LLC|For public useCircana,LLC|For public use1818Self-checkout data reflects the trend toward smaller basketsSource:Circana Integr

33、ated Fresh Panel;Food and Beverage in Total US All Outlets;*March 2024 Circana Omnibus Survey18Circana,LLC|For public use2021202220235 to 10 items11 to 19 items1 to 5 items20 to 30 items30+itemsShare of item count at self-checkout*10.39.69.2Average in-basket unitsCircana,LLC|For public use1919Circan

34、a,LLC|For public useAlthough self-checkout usage increased,engagement opportunities remainSource:March 2024 Circana Omnibus Survey;*Circana quarterly Front-end audit in Q2 2024 19Circana,LLC|For public useChallenges from the Shoppers PerspectiveOpportunities from an Assortment PerspectiveWhat typica

35、lly prohibits a shopper from using self-checkout,if anything?Of the top 100 selling front-end items register placements,only 14%are found in a self-checkout lane*In self-checkout lanesIn regular checkout lanes14%86%32.7%20.9%15.3%10.4%10.4%8.1%2.4%Too many items in basketLine is too longSomething el

36、seBuying alcohol or cigarettesError messagesNot enough help availableUnsure how to useCircana,LLC|For public use2020PersonalizationKnow your buyer and match offering to increase engagement*Build a positive impression as the shopper leaves the storeMaintain space for impulse buyingEnable slowing to m

37、aintain chance for impulse purchases with optimized assortment at self-checkoutsRole of store personnelEvaluate the role of personnel at self or mobile checkouts and secure an opportunity for proactive engagement,such as offering product samples or a helpful conversationExpand buyer baseSeek the eng

38、agement of buyer segments less likely to buy at the front of the store by widening product selections,leaning into seasonal and limited-time offeringsIncrease buyer happinessOpportunities to redefine the role of the checkoutBalancing the need for speed,personalization,and keeping buyers positively e

39、ngaged.Source:*Retail ,December 2023Circana,LLC|For public use2121Circana,LLC|For public useCircana Solutions Learn more about how Front-End Solutions can support your business.Get best-in-class reporting and scorecarding of industry standard front-end mega and subcategories,down to the UPC level,wi

40、th syndicated geographies and time periods.Combine with POS metrics and casual conditions.Standard DeliveryUsageUnderstand category share of total front end,assess product performance and trends,and measures market share versus the competitive market to uncover development and placement opportunitie

41、s.Audit unique UPCs selling in front-end grocery locations:beverage coolers,on top of coolers,queuing,coolers in queuing and immediately adjacent to checkout or framing outer walls of corral,and designated online pickup areas.Quarterly audit of itemsSee metrics based on store condition analysis that

42、 compares stores with one versus multiple locations.When product is merchandised at front-end and on a shelf location,a factor is applied and only a portion of sales are reported as front-end.Dual placement factoringBenefitsOptimize assortment and refine return on front-end investments by tracking t

43、he sales and share impact of changes.21Circana,LLC|For public useCircana,LLC|For public use22Circana,LLC|For public use22Scan the QR code to subscribe or email us at: Want to learn more?Circana can help.Registered users receive new thought leadership from Circanas research,data,and analytics experts.