Factors influencing food-buying practices of grocery shoppers in London, Ontario.

ABSTRACT

We need to understand better the reasons why people choose to buy the foods that they do. The main objective of this study was to obtain information on some of the factors that influence food-buying practices of grocery shoppers in London, Ontario. For this study, a copy of Canada's Food Guide to Healthy Eating tearsheet and a self-administered seven-item postcard-style questionnaire were distributed to 2,000 grocery shoppers in ten London A&P supermarkets; 29% of receptive shoppers (572 of 2,000) completed the survey. Grocery shoppers indicated that price, freshness and health considerations were the top three factors considered important when buying food. Average food expenditure for a family of three was approximately $103 per week. A majority of respondents (55%) wanted more information on healthy food choices. The results may provide information for health educators to understand better the factors that influence grocery shoppers food-buying practices. Knowledge of these factors may also help health educators design nutrition information and health promotion interventions at point-of-purchase outlets that could be aimed at influencing more grocery shoppers to take steps toward healthier food-buying behaviours.