Metro Food-Life Balance Survey Reveals Latest in Grocery Shopping
Trends as First Stores Open in Ontario
TORONTO, ON - September 25, 2008 - Sixty per cent
of Ontarians are dining in more often to reduce expenses –
especially in light of the recent economic slowdown and increase in
gas prices, according to the Metro Food-Life Balance Survey,
conducted by Ipsos Reid. The release of the survey, which looks at
trends in consumer grocery shopping habits, coincides with the
launch of the first six Metro stores in Ontario, as the established
grocery chain enters the Ontario market today.
“Metro is a new name in groceries for Ontarians, but has a rich
history in the food industry,” says Robert Sawyer, senior vice
president, Metro Ontario Inc. “We’re excited to offer the best
grocery shopping experience, an expanded food selection, enhanced
décor and best-in-class service to consumers throughout
Ontario.”
The research reveals that value for money, product quality and
location (46 per cent, 20 per cent and 16 per cent respectively)
are the main drivers for consumers when choosing a supermarket. By
the end of 2009, 158 stores in Ontario will be consolidated under
the Metro banner – making it the largest grocery chain in the
province. New, navigable store layouts presenting ‘food at its
best’ will provide customers with an inviting, easy and enjoyable
shopping experience.
The first six stores to convert will be Dominion stores at the
following locations: Bathurst and Lawrence; Yonge and Lawrence;
Bloor and Spadina; Yonge and Eglinton; Bayview and Eglinton; and
Bayview and York Mills. All Dominion, Ultra and The Barn stores
will be converted before the end of 2008, Loeb stores will be
converted in the first half of 2009, and A&P stores will be
converted before the end of 2009.
Adds Sawyer: “Our success is based on our unwavering focus on food. And we know that we will attract customers by focusing on quality products – from our Red Grill Angus beef, to our wide variety of Artisan breads, to our Fresh 2 Go gourmet line.”
Spending Smart
Seven in 10 grocery shoppers agree that without a shopping
list, they tend to purchase more items and their grocery bill
increases. In addition, private label lines have become an
especially popular solution to penny-pinching, as nearly
three-quarters of Ontarians agree they help keep costs down.
Metro’s award-winning private label, Irresistibles, guarantees
satisfaction with such products as Irresistibles Orange Juice not
from concentrate and Irresistibles Ready to Serve Apple Pie.
Quality Counts
Given their time-constraints it’s no wonder that ready-made meals
are a fast-growing segment. Today’s savvy shopper wants more than
the conventional take-home offerings – in fact, poll findings show
eight in 10 are looking for more than just roast chicken or pizza.
With a large assortment of ready-to-serve meals available in store
everyday, Metro shoppers can choose from premium items such as
salmon with mango salsa – not to mention 41 types of fresh made
sandwiches. In addition, Metro’s signature Irresistibles and
Premiere Moisson brands are among 25 varieties of Artisan breads
baked on-site three times daily. This popular offering will be
well-received – 55 per cent of survey respondents said, given the
option, they would purchase these breads every time they went to
the grocery store.
Online
On September 26, the industry’s most innovative, award-winning
consumer website, metro.ca, will re-launch with more content than
ever before. Just like Metro stores, the redesigned website will
offer a one-stop source for the latest nutrition news, recipes, and
tips to help consumers create quick, healthy meals. It will also
include a catalogue of 3,500 recipes, perfect for those dining
in.
Additional Poll Findings
- Age and children are key factors for time-pressed consumers – those under 35 (78 per cent) and parents (74 per cent) are most likely to wish they had more time to devote to healthy meal preparation.
- Gender differences play a role in meal preparation – men are far more likely than women to devote 20 minutes or less to cooking (33 per cent versus 19 per cent).
- In order to better manage their time and pocketbooks, 40 per cent of Ontario shoppers find ready-made meals to be more convenient and cost-effective than purchasing all ingredients individually and preparing and cooking them at home.
- Half of shoppers like to purchase ready-made meal supplements to pair with their home cooking as a way to save time.
These are just some of the findings of an Ipsos Reid poll
conducted on behalf of Metro Inc. from August 22nd – 26th, 2008.
This online survey of 1,081 grocery shoppers in Ontario is accurate
within +/- 3.0 percentage points, 19 times out of 20.
About Metro Ontario Inc.
Metro Ontario Inc. is the result of a consolidation of five
conventional food store banners in Ontario. The launch of Metro is
being supported by a $200 million investment in upgraded store
facilities, food offering and marketing to create the province’s
largest grocery banner with 158 stores. Over a 15 month period, all
current Dominion, A&P, Loeb, The Barn, and Ultra banners will
be converted to the Metro name. The only banner not included in the
change is Food Basics which competes in the discount food
segment.
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Contacts:
Selena Fiacco
Director, Communications
Metro Ontario Inc.
416-234-6081
selena.fiacco@metro.ca
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