SCHAUMBURG, Ill. -- Good value is the most important factor in determining where global consumers spend their grocery dollars, according to a study by The Nielsen Company. Sixty percent of U.S. consumers rank “good value for money” as the most important consideration when choosing a grocery store; 85 percent of global consumers agree.

Nielsen’s research shows that after “good value,” 28 percent of U.S. consumers choose grocery stores based on the selection of high quality brands and products while 23 percent choose the grocery store that is closest. Fourteen percent of U.S. consumers choose the most convenient store with easy parking and nine percent choose a store based on its use of recyclable bags and packaging.

“Our research offers a unique global snapshot of shopping habits and the motivations behind grocery shopping behavior today,” Todd Hale, senior vice president of Consumer & Shopping Insights for Nielsen Consumer Panel Services, said in a press release. “What shoppers demand from grocery retailers varies significantly across regions and countries, and with increasing consolidation and globalization of the retail industry, it’s crucial for retailers to understand how shopper preferences differ across markets.”

The second most important attribute for U.S. shoppers, as well as shoppers around the world, is a supermarket that offers a better selection of high quality brands and products. “This is a perfect example of today’s conflicted shopper,” said Hale. “Demanding shoppers expect the best of both worlds from retailers today. On one hand, we’re all natural bargain hunters and insist on good value for our grocery dollar, and on the other hand, we expect retailers to stock a wide selection of high quality brands and products so we can indulge in our favorite premium treats. Consumers want the ‘cheapest of the cheap’ in some categories and the ‘best of the best’ in others.”

For consumers citing “good value” as their most important consideration, Nielsen finds that price, promotions and perceptions are most influential in helping consumers define value. Eighty percent of U.S. shoppers consider it very important or somewhat important for supermarkets to feature frequent promotions and price discounts, while 72 percent believe a store’s reputation for delivering low prices--even if, in reality, this is not the case--is very or somewhat important.

Ranking third are prices published in the stores’ leaflets (71 percent) and everyday low prices (70 percent.) Slightly less important to U.S. consumers are discounts for store card holders (63 percent), price comparison across retailers (59 percent), private label offerings (53 percent) and friends’ recommendations (43 percent).

“Our research shows that the importance of good value and low prices resonates much more with lower income households in the U.S.” said Hale. “More affluent households regard quality of fresh produce, meat and seafood and selection above good value. That said, the success of warehouse club retailers speaks loudly to the importance affluent American consumers place on value.”