Pay more, get less. This is the scenario that's increasingly playing out at grocery stores across the country--and a majority of food shoppers are taking note according toDeloitte'snew”2011 Consumer Food and Product Insight Survey Part Two.”Nearly nine in 10 respondents (87.7%) believe prices in food stores are on the upswing, and almost three-quarters (74%) believe that the size of some packaged goods is smaller. In response to the pay more, get less trend, savvy consumers are purchasing more private-label and store brand products. Consumers are also making fewer trips to the grocery store to save money and purchasing fewer items overall.
desire healthier food options and front-of-package nutrition facts
Consumers are also taking note of
the front-of-the package nutrition information to assist them in making
healthier purchasing decisions, according to the survey. More than three
in four respondents (76.2%) agree or somewhat agree they are looking for
healthier food options when they shop more often, and nearly two-thirds of
those surveyed (64.8%) agree or somewhat agree that food retailers are starting
to sell more locally produced fruits and vegetables.
Consumers are trending towards
healthier food purchases, which presents a tremendous opportunity for consumer
products companies that are willing to enhance their nutritional transparency.
Consumer products companies that use healthy ingredients and are willing to
share nutritional information on the front-of-packaging could strengthen their
customer base amongst a growing faction of consumers.
playing role in entire shopping process
With the proliferation of smarter phones
and smarter shoppers, consumers are using mobile devices to assist with several
aspects of their shopping routines, according to the survey. More than
one-third (34%) of smartphone users researched food prices or product
information while in a store. And, more than two-fifths (43%) of smartphone
users have managed a food shopping list on their device while not in a store.
Smarter phones and smarter shoppers
are transforming today's shopping experience. Consumer product companies must
make themselves more accessible to consumers who are using 21st Century
technologies, specifically for the purposes of pre-store planning, in-store
shopping, and establishing a post-purchase dialogue. Now more than ever, it is
important for consumer products companies to strengthen their customer
relationships and distinguish value ahead of the competition.
The survey was commissioned by Deloitte and conducted online by an
independent research company between May 16-18, 2011. The survey polled a
nationally representative sample of 2,000 consumers and has a margin of error
of +/- five percentage points.
Consumers want healthier foods, alternative brands and smartphone access
September 15, 2011