New pantry rules apply
More than 90% of US consumers have changed their grocery shopping behavior in the last two years, with 89% claiming to have become more resourceful, while 84% are saying they are more precise when they shop, according to a study from Deloitte/Harrison Group, The 2010 American Pantry Study: The New Rules of the Shopping Game.
“We continue to witness consumers creating a whole new rule book and skillset for shopping that’s based on value, not boasting of brands,” said Pat Conroy, Deloitte’s consumer products practice leader in the US. “Our analysis concludes that personal gratification and a desire to feel smart about what consumers are putting in their shopping carts are trumping brand satisfaction, and that price-consciousness, value-orientation and bargain-hunting will remain prevalent for years to come.”
“Consumers are using more discount strategies, such as coupons and store incentives, and are consulting with their family about which brands really matter to the family’s sense of well-being and where family members will trade price for brands,” say Dr Jim Taylor, Harrison v director of syndicated research. “It’s not disloyalty to brands, per se – it’s loyalty to family need.”
brand-e: look away – this is one of those shock ‘consumers aim to save money in a recession’ stories
