2015 american pantry study: tracking consumer shopping patterns
TRANSCRIPT
store
TECH-SAVVY SHOPPERS
SPONTANEOUS SHOPPING HAPPENS
The call to reconnect with consumers
Concerns about �e US economy continue to weigh on American consumers’ minds . . .
Factors driving how the American consumer shops
believe �e US is in a recession.
Some day, I will get back on a good financial footing. When that happens, I will abandon low-quality food, whether it’s national brands or store brands. On the other hand, I will continue to experiment with high-quality store brands that perform well and have consistency.out of
Those watching �eir budget tend to choose o�er options (st�e �and, fresh, � local).
33%
2010 2015
30%
NATIONAL BRAND LOYALTY DOWN
store
+10%When it comes to st�e �ands, m�e f�l �ey are sacrificing when purchasing a st�e �and instead of a national �and.
I AM SACRIFICING
2014 2015
store
Consumers remain bo� cautious and precise in �eir buying.
believe �e economy has fundamenta�y changed.
Fewer are wi�ing to try st�e �ands compared to last year . . .
OPEN TO TRYING STORE BRANDS
2015
2014
NATL. BRAND
. . . leaving possible opp�tunity f� national �ands, which tend to trigger m�e emotional responses from consumers.
“I WANT” NATIONAL BRANDS
The maj�ity of consumers now rely on digital technologies at some point in �e shopping process (pre-st�e planning, in-st�e, and post-purchase) . . .
USE APPS AND WEBSITES FOR PRODUCT RESEARCH
20152014
REVIEWS
PRICE
COMPARISONGROCERY
LISTS
PURCHASE
MEAL
PLANNING
PRODUCT
RESEARCH
COUPONS
. . . and most f�l sharing �eir personal inf�mation is w�� it to receive personalized promotions and deals.
THE TOP REASONS “AT THE SHELF” PURCHASES WERE MADE
There are a variety of reasons and triggers �at influence shoppers to buy “at �e shelf.”
PURCHASED “AT THE SHELF”
MY HEALTH IS WORTH IT
Heal�ier options are increasingly imp�tant to �e American consumer . . .
FOR HEALTHIER VERSIONS OF PRODUCTS, MAJORITY WILL PAY
A PREMIUM OF UP TO
Fewer preservativesNo HFCSNatural ingredientsLow sodium
I WANT
The call to reconnect with consumersFocusing on these key areas can help CPG companies reconnect with consumers and maximize brand loyalty. For more information, or to learn how the results of our study can be applied to the unique needs of your business, please contact:
Barb Renner, [email protected] consumer products leader, Deloitte LLP
Rich Nanda, [email protected], Deloitte Consulting LLP
Copyright © 2015 Deloitte Development LLC. All rights reserved.
CPG companies should consider strategies surrounding non-price triggers to improve long-term �and heal�.
89%49%48%37%37%36%
81%63%52%50%45%44%41%38%35%32%30%26%
Discounted prices
Free samples
Special offers (store circular, announcements)
Remembered had coupon when saw product
Discount on bundled products
Received coupon on smartphone in store
Remember I needed it when I saw it in the store
I just wanted to try it
A new product by a trusted brand
Bought related products even though no discount
Product helped with easy meal prep
Saw a product from advertisement
Info on label in line with health & wellness needs
Product made cleaning easier at home
Convenient packaging
Shopping partner wanted to try it
Product demonstration
In-store ad or display
PRICE
-RELA
TED T
RIGGE
RSNO
N-PR
ICE TR
IGGER
S
NATIONAL VS. OTHER OPTIONSSHOPPING BEHAVIORS ENTRENCHED
. . . but many are cautiously optimistic.
The economy is on the upswing, but that won't change my frugal nature . . .
Anupam Narula, [email protected] & industrial products market insights, senior manager
Julie Finn, [email protected] products market insights, team leader
wi� pay even m�e.out ofAND
consider �emselves to be heal�-conscious.
Shoppers have preferences f� heal�ier choices, and a� shared a common c�e of “wants.”