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2015 American Pantry Study: Tracking consumer shopping patterns


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View highlights from the 2015 American Pantry Study, which tracks consumer shopping patterns based on input from 4,013 survey respondents.

To access results of the survey, please visit:

Published in: Food, Retail

2015 American Pantry Study: Tracking consumer shopping patterns

  1. 1. store TECH-SAVVY SHOPPERS SPONTANEOUS SHOPPING HAPPENS The call to reconnect with consumers Concerns about the US economy continue to weigh on American consumers’ minds . . . Factors driving how the American consumer shops believe the 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 their budget tend to choose other options (store brand, fresh, or local). 33% 2010 2015 30% NATIONAL BRAND LOYALTY DOWN store +10% When it comes to store brands, more feel they are sacrificing when purchasing a store brand instead of a national brand. I AM SACRIFICING 2014 2015 store Consumers remain both cautious and precise in their buying. believe the economy has fundamentally changed. Fewer are willing to try store brands compared to last year . . . OPEN TO TRYING STORE BRANDS 2015 2014 NATL. BRAND . . . leaving possible opportunity for national brands, which tend to trigger more emotional responses from consumers. “I WANT” NATIONAL BRANDS The majority of consumers now rely on digital technologies at some point in the shopping process (pre-store planning, in-store, and post-purchase) . . . USE APPS AND WEBSITES FOR PRODUCT RESEARCH 20152014 REVIEWS PRICE COMPARISON GROCERYLISTS PURCHASE MEALPLANNING PRODUCT RESEARCH COUPONS . . . and most feel sharing their personal information is worth it to receive personalized promotions and deals. THE TOP REASONS “AT THE SHELF” PURCHASES WERE MADE There are a variety of reasons and triggers that influence shoppers to buy “at the shelf.” PURCHASED “AT THE SHELF” MY HEALTH IS WORTH IT Healthier options are increasingly important to the American consumer . . . FOR HEALTHIER VERSIONS OF PRODUCTS, MAJORITY WILL PAY A PREMIUM OF UP TO Fewer preservatives No HFCS Natural ingredients Low sodium I WANT The call to reconnect with consumers Focusing 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, US consumer products leader, Deloitte LLP Rich Nanda, Principal, Deloitte Consulting LLP Copyright © 2015 Deloitte Development LLC. All rights reserved. CPG companies should consider strategies surrounding non-price triggers to improve long-term brand health. 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-RELATEDTRIGGERSNON-PRICETRIGGERS 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, Consumer & industrial products market insights, senior manager Julie Finn, Consumer products market insights, team leader will pay even more.out ofAND consider themselves to be health-conscious. Shoppers have preferences for healthier choices, and all shared a common core of “wants.”