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Market pulse key trends 2011

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Market pulse key trends 2011

  1. 1. MarketPulse: Key Trends Tracking the Pulse of CPG January 20121 1 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary. Copyright © SymphonyIRI Group, 2010. Confidential and Proprietary.
  2. 2. Consumer expectations for the coming year improved slightly in Q4 2011, but remain less optimistic versus Q1. Anticipated Personal Financial Condition in Coming Year % of Shoppers Q4 2011 5.8% 20.8% 45.6% 17.2% 10.5% Q3 2011 5.1% 18.8% 46.5% 19.5% 10.1% Q2 2011 5.6% 17.6% 46.7% 18.6% 11.7% Q1 2011 6.6% 26.7% 46.4% 12.7% 7.6% A lot better A little better About the same A little worse off A lot worse off For additional insights on Consumer Expectations, please contact your SymphonyIRI client services representative. Source: SymphonyIRI MarketPulse Survey January 2011, June 2011, September 2011 & December 2011 2 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.2 Copyright © SymphonyIRI Group, 2010. Confidential and Proprietary.
  3. 3. Economy-driven behavior changes have opened the door to opportunity across a broad range of CPG departments and categories. Economy Driven Actions % of Shoppers- Top 2 Box 55% I eat out less often 55% 55% 54% I try to make personal care products last longer 55% (e.g. shampoo, razors) 52% 51% Q4 2011 I try to make cleaning products last longer 52% Q3 2011 51% Q2 2011 47% I cook more from scratch or with fewer 46% convenience foods to save money 49% 51% I go to hair salons or spas less often 49% 48% For additional insights on Economy Driven Ritual Changes, please contact your SymphonyIRI client services representative. Source: SymphonyIRI MarketPulse Survey June 2011, September 2011 & December 2011 3 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.3 Copyright © SymphonyIRI Group, 2010. Confidential and Proprietary.
  4. 4. Consumers are carefully planning their grocery shopping trips and embracing a wide range of list-making tools in an effort to save money wherever possible. List-Making Behaviors % of Shoppers 50% 49% Used a store circular to make the list 47% 44% 42% 70% of consumers 44% Used coupons to make the list 44% make a shopping list 38% prior to going to the 16% 17% grocery store Listed specific brands to buy 16% 14% 9% Q4 2011 Listed specific private label/store brand 9% Q3 2011 items to buy 10% Q2 2011 9% Q1 2011 9% 8% Used the internet to make the list 8% 7% For additional insights on List-Making trends, please contact your SymphonyIRI client services representative. Source: SymphonyIRI MarketPulse Survey January 2011, June 2011, September 2011 & December 2011 4 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.4 Copyright © SymphonyIRI Group, 2010. Confidential and Proprietary.
  5. 5. Traditional means of communication have a significant and growing impact on the brand decision-making process. Influencers of Brand Decisions- Most Recent Trip % of Shoppers- Top 2 Box 55% 55% Coupons from home 54% 48% 49% 48% Newspaper circulars from home 47% 43% 44% 42% In-store circular 41% 36% 42% 42% Shopper loyalty card discounts 40% 38% Q4 2011 Q3 2011 30% Q2 2011 26% Signs or displays in the store 26% Q1 2011 26% For additional insights on Decision-Making trends, please contact your SymphonyIRI client services representative. Source: SymphonyIRI MarketPulse Survey January 2011, June 2011, September 2011 & December 2011 5 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.5 Copyright © SymphonyIRI Group, 2010. Confidential and Proprietary.
  6. 6. Digital media are quickly gaining acceptance, and becoming an integral part of the CPG purchase process. Digital Media Usage % of Shoppers- Top 2 Box 39% I download coupons from manufacturer 37% websites 35% 37% I download coupons from retailer websites 36% 35% 35% Q4 2011 I download coupons from couponing sites, 33% Q3 2011 such as SmartSource 31% Q2 2011 27% I research products on websites 26% 24% 23% I visit online deal sites, such as Woot.com 22% and Groupon 21% For additional insights on Digital Media Usage trends, please contact your SymphonyIRI client services representative. Source: SymphonyIRI MarketPulse Survey June 2011, September 2011 & December 2011 6 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.6 Copyright © SymphonyIRI Group, 2010. Confidential and Proprietary.

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