Mar 20, 2008 6:02 AM, PROMO Xtra

U.S. consumers aren’t making as many trips to the stores as they used, largely because of economic pressures and steps to save money, a recent Nielsen Co. survey found.

Shoppers made an average of 59 trips to grocery outlets in 2007, compared to 61 in 2006, according to Nielsen’s consumer packaged goods research. Mass merchandise trips also dipped slightly, with 15 visits last year, compared to 16 in 2006.

Drug, convenience and warehouse store shopping remained flat with an average 14 trips made in 2007 and 2006, the research found.

Supercenters, which let people combine shopping trips with more items in one store however, show some signs of grown. The average visit increased by one trip from 27 last year compared to 26 in 2006.

"Value and convenience are more important than ever as rising gas prices impact where and how often consumers shop," said Todd Hale, senior vice president of consumer and shopper insights, for Nielsen Consumer Panel Services, in a statement. "Long-term trends show us that all value retailers—supercenters, warehouse clubs and dollar stores—are gaining in their quest to grab shoppers."

Nielsen said it is important for retailers and manufacturers, alike, to understand their shoppers and theiir habits.

“Competition is fierce,” Hale said. "Success will come to retailers who define themselves bu who they sell to and how they sell them, not by what they sell. Success will come to manufacturers who define themselves bu who they sell to and the issues they solve for their consumers and retail partners.”

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