here - POPAI Australia & New Zealand

Degree of planning vs impulse:
Less true „impulse‟ than you would think
Least
100%
90%
80%
70%
60%
50%
40%
30%
20%
Don't know
I didn't plan to browse/buy
this category
I decided to browse the
category in store
I decided to browse the
category before entering the
store
I knew the type of product I
wanted but not the variant
I knew the type of product I
wanted but not the brand
Most
10%
0%
Total
I knew exactly the
product/variant/pack size I
wanted
Depending on the channel ,category and trip type, there may be a lot or a little impulse.
On average in Australia we find that most categories in grocery are planned around 70%
165