More shoppers from the 50-65 age group in modern chains

According to the Nielsen ShopperTrends survey, an increasing proportion of 50-65 year olds visit modern stores, while the loyalty of this group towards traditional stores has diminished. While in 2007, modern stores accounted for the largest part of the amount spent by 69 percent of the above age group, this percentage was 86 in 2008. At the same time, a proportionate decline had occurred in the number of shoppers loyal to smaller than 400 square meter stores. Older shoppers have also begun to take advantage of the increasing number of stores opening in their neighbourhood. Both the percentage of occasional and regular shoppers in modern stores has increased in this age group while that of regular shoppers in marketplaces has dropped. The percentage of shoppers regarding themselves as “conservative” dropped to 20 percent in 2008, from 33 percent in 2007. The percentage of “trendy” shoppers had grown to 14 percent from 7 percent in the same period. The proportion of shoppers who drift from store to store looking for promotions was also up (from 12 percent in 2007 to 25 percent) in the 50-65 age group last year.