Whole Foods is a favorite amongst foodies and health conscious grocery shoppers. They’re a household name and rapidly expanding, but as they grow they’ve likely been confronted with the dilemma that faces every retailer in their situation: finding the sweet spot of sustainable growth—not too fast, not too slow, but just right.
Here at SurveyMonkey, we love us some natural, organic goodness. We’ve seen real correlations in our office between being well fed with healthy and delicious food (which is why our kitchen is stocked with nutritious snacks), so we started thinking: how many people across the country would shop at Whole Foods if it were available to them?
Are we just spoiled by California sun and a Whole Foods two blocks away, or are people in other parts of the country as Whole Foods crazy as we are? And if they are, are they willing to pay the slightly higher prices that come with natural, organic food?
We turned to SurveyMonkey Audience in order to tap into the natural and organic food trend. We surveyed over 600 primary household grocery shoppers in an effort to find out what percentage of representative Americans are shopping at Whole Foods, what their shopping habits and patterns look like, and where people would be most interested in more stores. We learned that the average respondents spends about $100 on groceries each week, though Whole Foods shoppers reported spending about $110.
Other noteworthy things we learned about grocery shopping habits included:
- Of the customers who reported living in an area where Whole Foods is not available, 51% said they would shop there if it was available
- The top areas where respondents asked for a Whole Foods were New York, Los Angeles, and Chicago
- Smaller markets, such as in Burlington and Jacksonville, expressed interest in their own Whole Foods as well
Our survey validated what many of us already suspected. People who shop at Whole Foods do spend a bit more per week on groceries, but the demand for these stores is high, and there is definitely demand for strategic, sustainable growth. To view the results in their entirety, check out the slideshare presentation. We hope Whole Foods pops up in all of our local neighborhoods, and we hope you have access to one (or whatever your favorite grocery indulgence may be) as well.
Do you have need the opinion of SurveyMonkey Audience members to help you grow your business strategically? Or are you interested in a Whole Foods in your neighborhood? Tell us about it in the comment section below!