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Same Game, Different Approaches

2014 American Pantry Study


Download the 2014 APS brochure  |  Learn about the survey respondents.

After four years of managing this study, we are seeing the long term impacts of the recession and how it is driving consumer behavior and brand choices. Brand loyalty is low; consumers remain focused on saving money in the aisles, and they are becoming more resourceful as to how and where they play the shopping game. This report takes an in depth look at how to win in this fundamentally changed marketplace and offers a growth playbook for success for packaged goods companies.

The new normal

A shift has now occurred. In 2014, consumers are living more economical and cautious lifestyles as a result of the new economy. The unusually prolonged recession has left a lasting impression on consumers. According to Deloitte’s 2014 American Pantry Study, 79 percent of consumers surveyed said the economy is currently in a recession and 80 percent said the American economy has fundamentally changed, revealing a sense of enduring resourcefulness among respondents. Many consumers now refuse to change their shopping habits and behave as if the recession is not over. This behavior, along with consistently low brand loyalty and the competition from rival and store brands, pose potential threats to national brands’ positions. Consumers are focusing on tactics and channels that work for them.

Playbook — Recommendations for brand success

Based on our four years of data and learnings, in this study we present a growth playbook for packaged goods companies.

In our research we review the implications of this study and highlights of our findings.

Contact us for more information: usconsumerprodleader@deloitte.com 

Media resources: Download brief

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As used in this document, "Deloitte" means Deloitte LLP and its subsidiaries. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting.

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