consumer snapshot july 2014

www.ProsperDiscovery.com

Consumer Snapshot july 2014

http://www.prosperdiscovery.com/

© 2014, Prosper® www.ProsperDiscovery.com

sentiment strategy

july 2014

Disclaimer: Prosper Business Development and its affiliated companies (“Prosper”) make no warranties, either expressed or implied, concerning: data gathered or obtained from any source; the present or future methodology employed in producing the statistics; or the data and estimates represent only the opinion of Prosper and reliance thereon and use thereof shall be at the user’s own risk.

rebounding spending?


sentiment

consumer confidence sentiment remains stable in July with 42.0%

confident/very confident in chances for a strong economy, flat from June’s 42.2%

very confident/confident in chances for a strong economy {adults 18+}

13 month summary sentiment has yet to best Jan-14’s 13 month high (43.2%),

but the Jul-14 reading is tracking 2+ points ahead of Jul-13 (39.6%)

Source: Prosper Insights & Analytics

39.6% 42.0%

20%

25%

30%

35%

40%

45%


sentiment very confident/confident in chances for a strong economy {adults 18+}

moving past the downturn? Jul-14 marks the first 40%+ reading for confidence since the Great Recession, though remains 12% below Jul-07


consumer confidence sentiment remains stable in July with 42.0%

confident/very confident in chances for a strong economy, flat from June’s 42.2%

13 month summary sentiment has yet to best Jan-14’s 13 month high (43.2%),

but the Jul-14 reading is tracking 2+ points ahead of Jul-13 (39.6%)

47.8

%

18.8

%

27.2

%

27.9

%

26.5

%

32.8

%

39.6

%

42.0

%

0%

10%

20%

30%

40%

50%

60%

Jul-07 Jul-08 Jul-09 Jul-10 Jul-11 Jul-12 Jul-13 Jul-14younger consumers remain the most optimistic about a

strong economy: 18-24 = 49.0%, 25-34 = 53.8%


strategy practicality & focus on needs {adults 18+}

practicality perks up after reaching a low in Jun-14 not seen since early

‘08, pragmatic purchase intentions rise 10%+ to current 44.6%

still trending below Jul-13 (46.9%)

as shoppers approach the BTS shopping season, more than half (51.7%) are zeroing in on just the necessities,

up more than 15% from Jun-14 (44.1%)

majority focus on needs


54.7%

51.7%

46.9%

44.6%

30%

35%

40%

45%

50%

55%

60%

I have become more practical and realistic in my purchases

I focus more on what I NEED rather than what I WANT

following practicality’s pattern, this indicator also tracks below Jul-13 (54.7%)


strategy

while consumers increasingly more relaxed about their approaches to spending, they have yet to revert to

pre-recession levels

recovery?

practicality & focus on needs {adults 18+}


38.8

%

44.6

%

47.4

%

51.7

%

30%

35%

40%

45%

50%

55%

60%

65%

Jul-07 Jul-08 Jul-09 Jul-10 Jul-11 Jul-12 Jul-13 Jul-14

I have become more practical and realistic in my purchases

I focus more on what I NEED rather than what I WANT

practicality perks up

still trending below Jul-13 (46.9%)

as shoppers approach the BTS shopping season, more than half (51.7%) are zeroing in on just the necessities,

up more than 15% from Jun-14 (44.1%)

majority focus on needs

following practicality’s pattern, this indicator also tracks below Jul-13 (54.7%)

after reaching a low in Jun-14 not seen since early ‘08, pragmatic purchase intentions rise 10%+

to current 44.6%


economic rebound

outlook improves…marginally


will the economy rebound? {adults 18+}

20%

25%

30%

35%

40%

45%

50%

Jul-09 Jul-10 Jul-11 Jul-12 Jul-13 Jul-14

Yes No Not sure

about one out of three (34.7%) is positive about a post-recession economic rebound, up slightly from a

year ago (32.5%)

low reached in Jul-11 (27.8%) as the debt ceiling crisis loomed

those under 35 are the most positive about an eventual rebound, while consumers 45-64 (and

approaching retirement) maintain the most pessimistic outlooks


the wealth effect

outlook improves…marginally


which of the following statements best suits your feelings? {adults 18+}

about one out of three (34.7%) is positive about a post-recession economic rebound, up slightly from a

year ago (32.5%)

low reached in Jul-11 (27.8%) as the debt ceiling crisis loomed

those under 35 are the most positive about an eventual rebound, while consumers 45-64 (and

approaching retirement) maintain the most pessimistic outlooks

34.9%

46.6%

18.5%

0%

10%

20%

30%

40%

50%

60%

70%

Jul-09 Jul-10 Jul-11 Jul-12 Jul-13 Jul-14

I feel more wealthy than I did last year at this time

I feel I have the same wealth as I did last year at this time

I feel less wealthy than I did last year at this time

consumers are growing increasingly secure with their financial standing (18.5%), though this groups still represents

the minority

better financial footing


home cleaning aisle would you agree or disagree that the Household Cleaning Products aisle in your store is arranged in an easy to shop manner? {by retailer shopped most often for HHC}

7 in 10 say their store is easy to shop figure rises among Walmart, Target, Costco and

Kroger shoppers


69.5%

72.5%

77.1%

72.8%

77.7%

69.6%

64%

66%

68%

70%

72%

74%

76%

78%

80%

Adults18+

Walmart Target Costco Kroger DollarGeneral

Strongly Agree/Agree


home cleaning aisle how often do you have trouble finding the household cleaning products you want to buy? {by retailer shopped most often for HHC}

majority of shoppers “never” have trouble Kroger shoppers are the least likely to have dif ficulty in the

HHC aisle, while nearly half of Dollar General customers indicate that they regularly or occasionally have problems

shopping this aisle



Kroger shoppers

38.5% 39.9% 41.7% 43.4%

34.5%

48.4%

0%

10%

20%

30%

40%

50%

60%

Adults18+


Regularly/Occasionally

chief complaint among Dollar General shoppers: locating HHC products in the store


chief complaint among Dollar General shoppers: locating HHC products in the store

home cleaning aisle would you agree or disagree that improvements could be made to the Household Cleaning Products aisle(s) that would make finding these products easier? {by retailer shopped most often for HHC}

DG shoppers may have more trouble but fewer think there’s room for improvement

discount shoppers are the most vocal about need for change Source: Prosper Insights & Analytics

majority of shoppers “never” have trouble Kroger shoppers are the least likely to have dif ficulty in the

HHC aisle, while nearly half of Dollar General customers indicate that they regularly or occasionally have problems

shopping this aisle


Kroger shoppers 36.9%

41.4% 38.5%

36.0%

29.3% 31.7%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Adults18+


Strongly Agree/Agree


thanks

visit ______________________to access: Consumer Snapshot InsightCenter™ PowerPoint Slides …and more

Pam Goodfellow Consumer Insights Director

Prosper Insights & Analytics™ [email protected] ProsperDiscovery.com

ConsumerSnapshot.com

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consumer snapshot july 2014

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