Manufacturing News
TECH FLASH

Survey reveals a ‘new normal’ when it comes to post recession shopping

Results of the survey reveal companies need to adopt a new approach.

Survey reveals a ‘new normal’ when it comes to post recession shoppingThough the economy is on an uptick, recent data suggests consumers are careful not to forget the recession and are subsequently spending modestly at the grocery store.

In addition, brand loyalty among consumers is low, says Deloitte, which recently released the results of its 2014 American Pantry Study.

The survey began in January and included 4,024 respondents. Fifty-eight percent of the respondents were women. Most responders were between 30 and 59 years old while 62 percent said their household was two or smaller. The survey included 30 product categories and 376 brands.

According to Deloitte, the impact of the recession remains a constant in consumer’s minds, and this is now driving their behavior and brand choices.

For example, 79 percent of responders said the country is currently in a recession and 80 percent said the American economy has fundamentally changed.

Deloitte says consumers are getting smarter about where they shop and how they play the shopping game. While those identified the survey spectators (no change in shopping habits, least impacted by the recession) and sacrificial consumers (most likely to have taken income loss, resentful and disappointed about shopping compromises) went down, consumers who use resourcefulness to plan and manage their panty as well as “super save” at the cash register went up.

In 2013, one of five consumers downgraded brands while 86 percent responded they have set brands they consider and then purchase whichever is on sale.

Knowing these things, Deloitte presented a strategy of where companies should focus. According to Deloitte, companies should embrace consumer resourcefulness and how it has impacted behavior.

In the same way, companies should optimize their portfolios and challenge each store brand’s value proposition from all sides. With the survey pointing out a “category blurring” among consumers considering brands, Deloitte says companies should use this as a strategy for growth.

To succeed in what Deloitte refers to as the “new normal,” the survey says companies should enhance digital engagement and consumer experience during the shopping process, narrowly target impulsive and price-sensitive shoppers, and move from a scattered to focused brand to evoke stronger loyalty.

Companies must still, however, be innovative and need to rethink objectives for new products and product extensions.

Did you enjoy this article? Click here to subscribe to Food Engineering Magazine.

Recent Articles by Jeremy Gerrard

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

Plant of the Year 2015

Mars Chocolate was chosen as Food Engineering’s 2015 Plant of the Year. The first new Mars candy plant in North America in 35 years is not only LEED Gold certified, it’s highly automated as well.

Podcasts

Burns & McDonnell project manager RJ Hope and senior project engineer Justin Hamilton discuss the distinctions between Food Safety and Food Defense as well as the implications for food manufacturers of the Food Safety Modernization Act.
More Podcasts

Food Engineering

Food Engineering April 2015 Cover

2015 April

The April 2014 issue of Food Engineering features the Plant of the Year: Mars Chocolate. The first new Mars chocolate candy plant in North America in 35 years is not only LEED Gold certified, it’s highly automated as well.

Table Of Contents Subscribe

Plant Facility/Site Issues

What issue about your current plant facility/site keeps you up the most at night?
View Results Poll Archive

THE FOOD ENGINEERING STORE

Food-Authentication-Flyer-(.gif
Food Authentication Using Bioorganic Molecules

This text provides critical tools and data needed to augment routine food analysis and enhance food safety by aiding in the detection of counterfeit, and potentially deleterious, foods.

More Products

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

STAY CONNECTED

FE recent tweets

facebook_40.pngtwitter_40px.pngyoutube_40px.png linkedin_40px.pngGoogle +

Food Master

Food Engineering Food Master 2015Food Master 2015 is now available!

Where the buying process begins in the food and beverage manufacturing market. 

Visit www.foodmaster.com to learn more.