56% of all outlet trips in the 52 weeks ending August 21, 2011 were quick trips, meaning that the consumer needed a product immediately and needed to make a trip in order to purchase it, according to [registration page] a December 2011 study from SymphonyIRI. Data from “The CPG Basket: Fostering Growth in a Time of Conservatism” indicates that quick trips accounted for about one-quarter of CPG dollar sales, behind pantry stock-up trips (13% of visits, 39% of dollar sales), where consumers prepared for the coming week.
Special purpose trips, referring to non-routine purchases for specific events, accounted for 16% of all outlet trips and 18% of all outlet CPG dollar sales. (more…)