• Average age of adult grocery shopper:
  44 years old, 47 years old for women

• Average grocery bill for multi-person household:
  $118, single shoppers spend $60 a week

• 68% of shoppers do all the shopping for their family

• Multi-person households represent
  43% of shoppers

• Singles account for 25% of shoppers

• People shop at 2 grocery stores per week

• 55-64 year old category shops for groceries once a week

• 69% of women make a list before going shopping

• 52% of men make a list before going shopping

• Women are more likely to be shopping for groceries

• 53% of non-married women are going grocery shopping

• Processed foods and sweets are the main thing people spend money on (middle aisles of the stores)

• 25% of shoppers are looking for organic/locally grown

• Monday/Tuesday are slower days to shop that are more peaceful, weekends are not

• Grocery Shopping Statistics: 23 Fun Size Facts to Know

• Age: 44 (Millennial/Gen X cusp)

• Gender: Female

• Occupation: Marketing Director

• Hometown: Columbus, Ohio

• Family: Multi-person household, married
  
  “As a busy working mom of 2, I need to be able to get specific food items for my picky children in an efficient manner so I can pick my kids up from their extracurriculars.”
  
  Goals:

• Healthy foods for the kids

• Snacks that range from processed/sweets to healthy

• Efficient grocery trip to spend less time there
  Affordability: the reason why Jennifer goes into the store instead of doing Instacart is to get the exact groceries instead of ending up paying extra for an Instacart shopper to get the wrong thing

• Quality produce: another reason why she goes to the grocery store in real life
  
  Frustrations:

• Products often move around in the store so it’s not easily found
  Distractions: there needs to be a way for Jennifer to store a grocery list that isn’t just on paper. The app needs to be able to alert Jennifer that she needs.

• Products can be out of stock, so the app needs to be able to alert that and recommend replacements to walk towards
  
  Problem statement:
Jennifer is a working mom who needs to have affordable, specific, and healthy food items from the grocery store in a fast manner in order to take care of her kids and work her full time job.
  
  Hypothesis statement:
If Jennifer can get this food quickly, she will achieve a better career status and improve quality of kids’ lives.

• Age: 18 (Gen Z)

• Gender: Female

• Occupation: College student

• Hometown: Columbus, Ohio

• Family: Single-person household

“As a socially anxious college student, I need to buy affordable groceries that are quick foods.”

Goals:

• Quick prepared foods, somewhat healthy, affordable

• Not having to talk to grocery store employees because of social anxiety

• Quick grocery store trip

Needs caffeinated beverages

Frustrations:

• Doesn’t like interacting with people

• There often aren’t sections where it’s quick prepared food that has some healthy attributes to it. If the app labeled something like that, it would be helpful.

Problem statement:
Sam is a socially anxious college student who needs to have affordable and mildly healthy groceries in order to survive the demands of college.

Hypothesis statement:
If Sam can get food quickly and without talking to human people, she will experience a comfortable shopping experience and have the tools to study further for college exams.

Value proposition:

• Free navigation services through a grocery store

• Ability to select cheap to pricey products with reviews on all the products that are listed

• Great recommendations on replacement products
  The ability to have a no-person experience when trying to find products

• Accessibility: voice directions and alternative text throughout the app

• Discounts within the application already applied to your final total
  
  Goal statement:
  Our grocery locating app will let users find products at the appropriate quality, price, and health quality which will affect the major demographic of women who are shopping for food by making the process of grocery shopping efficient and affordable. We will measure effectiveness by the metrics of how long it takes the average shopper to get out of the store.
  
  Competitive audit goals:
  Compare the product locator app/desktop experiences of local stores in Columbus, Ohio.
  
  Jennifer is a busy mom who often forgets products on her grocery store list and needs to make efficient, accurate, and affordable grocery store trips to have more time to take care of her kids.


How might we create a grocery product locator that makes grocery store trips more efficient, comfortable, and enforces users to get everything on their list?

• 2/3 competitors don’t make it obvious as to where you’re supposed to click to get to the map (if they have one - Kroger being the worst offender, Lowes being actually pretty okay to understand)

• 1/3 competitors have only an aisle number (Giant Eagle)

• 1/3 only has the opportunity to make a list in grocery shopping instead of just “put into the cart” (Kroger)

• None have the ability to alert customers if they’ve missed anything off their list

• No ability to really reach a chat bot unless it’s on desktop versions (i think it would be handy if customers could reach someone in the store on the app whether that be human or AI)