"Economic uncertainty continues to influence shopper behavior. Starting with the recession of 2008, consumers fundamentally changed their shopping habits and are not going back to their old free-spending ways," Hauptman says. "Additionally, millennials are looking for interesting products, but are also cognizant of their budgets, and discount retailers are helping them find interesting products at agreeable prices." While value grocery experienced a slight uptick in dollar share during the past year, the discount channel as a whole is "not putting a dent" into the commanding shares occupied by conventional grocery and supercenters, which account for 38.8 and 22 percent of sales, respectively, says Jordan Rost, vice president of consumer insights for New York-based Nielsen.
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