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Survey Shows Majority Of Americans Are "value Seekers" But Refuse To Swap Quality For Low Prices

To help shoppers save, Whole Foods Market continues to expand its 365 Everyday Value ® line, as well as their bulk offerings, "value pack" options in meat, seafood, produce and case discounts on food and wine.  Shoppers on a budget can look for coupons, affordable recipes and cost-saving tips in The Whole Deal, the company's national promotions program, which offers, on average, $45 of savings per issue. 

While the majority consider themselves "value seekers," here's a breakdown of how Americans describe their grocery shopping style, key findings show that*:

  • Value Seekers (64 percent) – someone very aware of prices, bargains, coupons and specials
  • One-Stop (41 percent) – shoppers who want all their needs met by one store, from staple pantry items and meats to family-friendly offerings and body care 
  • Health-Minded (32 percent) – someone who seeks out healthy foods and educational resources 
  • Conscious Shoppers (17 percent) – someone who seeks out organic, sustainable, Fair Trade, local foods and growers
  • On-the-Go (14 percent) – someone who shops at the closest store and seeks out convenience and prepared foods
  • Adventurous Eater (13 percent) – the foodie looking for specialty products

Survey MethodologyThe Food Shopping Trends Tracker survey was conducted online by Harris Interactive on behalf of Whole Foods Market, Inc. between August 3-7, 2012 among 2,274 adults ages 18+; in 2008 this was conducted between August 6-8 among 2,209 adults ages 18+. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.

*Adds to more than 100 percent because multiple responses were allowed

Media Contacts: Jessica Alter, ja@sharpthink.com, (212) 829.0002 ext.104 Robin Rehfield, robin.rehfield@wholefoods.com, (617) 401-4145

SOURCE Whole Foods Market

Copyright 2011 PR Newswire. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.
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