Half of brand purchases not driven by need to replenish

Nielsen’s research on the influences on shopping routines has revealed that around half of brand purchases are not driven by a need to replenish.

Excluding replenish-driven purchases, the biggest influence on brand decisions before shopping are coupons ( 15%) and promotions ( 14%). While online resources are used 7% of the time, digital apparently drives how shoppers obtain coupons: they get more than 40% of the coupons used for brand purchases from websites ( 30%) and email/ mobile apps ( 11%).

Looking for coupons is reportedly the most popular pre-store digital activity ( 59%), followed by looking at emails/ online offers ( 28%) and managing shopping lists ( 27%).

Full results can be found here.