CLEVELAND – Today’s working women make a large portion of grocery trips during the evening commute, according to a new study from WorkPlace Impact (WPI).

According to the survey of working women, 46% say they conduct stock-up trips on the way home from work and 80% make fill-in trips after work.

“It’s no surprise that working women are busy, but our report shows that this translates into a huge portion of household shopping trips being made after work,” said WorkPlace Impact President Shelly Sekki, in a statement. ”With working women deciding where to shop and what to buy while at work, there is a huge opportunity for brands to market their products to women in the workplace.”

Findings include:

• Convenience is King: For fill-in trips, convenience is key. While grocery stores are the top destination (85%), smaller formats rank higher on the scale of preference for quick fill-in trips.
• Stocking Up: The top three destinations for stock-up trips are grocery stores (90%), membership warehouses (48%) and discount stores (42%).
• Store Visits: Nearly three out of four (71%) respondents indicated that their households conduct stock-up trips once a week. Fill-in trips are more common, as 69% of working women conduct fill-in trips at least once a week and 41% conduct at least two fill-in trips per week.
• Decision Makers: Women make the majority of shopping trips for their households, with 68% conducting all of the stock-up trips, and 57% say they are solely responsible for fill-in trips.
• Couponing: Coupons are extremely/very important for stock-up trips for 51% of respondents, while only 39% felt coupons were important for fill-in trips, when shopping planning isn’t as important as convenience and speed.
• What’s for Dinner?: Purchasing items for dinner (70%) is the top reason for fill-in trips, followed by snacks (42%) and items for lunch (35%).

“The workday consumes a large portion of women’s time, and it is a key part of the path to purchase for working women,” Sekki added. “If marketers aren’t taking advantage of workplace marketing, they’re simply not reaching the household decision makers where they make most of their purchasing decisions.”

The study, “Grocery Stock-Up and Fill-In Trip Behaviors of Working Women,” polled 1,386 American working female consumers between April and July 2015.