OzTam expands grocery buyers demos

Arvind Hickman
By Arvind Hickman | 23 November 2016

OzTam will expand its grocery demographics next ratings year to reflect changing consumer behaviour. From the week commencing 1 January 2017, TV measurment will include a ‘total grocery shoppers’ demographic in addition to main grocery buyers.

The demographic extends the nuber of grocery buyers above and beyond the main grocery buyer with a minimum age of 13. All panel members will now be asked whether they shop for groceries and if there are additional grocery shoppers within their household.

“People now shop multiple times during the week, with duties often shared between parents and other family members. There are also more shared households in which people do their own grocery buying," OzTam CEO Doug Peiffer said.

“In light of these changes it makes sense for OzTam to introduce a demographic with a broader definition of the target and reach of all grocery shoppers within a home."

The total grocery shoppers’ demographic reflects changing household characteristics and behaviours, including:

Delaying marriage and having children;
Households where both parents work and share responsibility for grocery shopping; 
Young adult children leaving home at a later stage and contributing to household grocery shopping;
Busy schedules, where meals are often not planned in advance;
Australians’ increasing emphasis on fresh produce and the quest for ‘discovery’ and finding something new in-store; and,
Increasing trial of online shopping, which enables more household members to research products and influence purchase decisions.

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