The 2010 American Pantry Study
The new rules of the shopping game
Without question this recession has changed the way consumers go to market.
Impulse shopping is down; frugality, price-value trade-offs, the search for value across multiple channels, and careful analysis of needs vs. wants dominate the new economic culture.
Deloitte LLP (Deloitte) is pleased to present The 2010 American Pantry Study: The New Rules of the Shopping Game, a joint project between Deloitte and Harrison Group designed to quantify changes in consumer behavior and provide packaged goods executives with a sophisticated understanding of the consumer and how to compete in this environment. It explores how issues of post-recessionary purchasing resourcefulness among consumers impacts the role of brands, shopper channel planning and brand trade-off strategies.
In the report, consumer products executives will find a rich analysis of the reasons why people buy and how consumers appear to have changed during these challenging times.
We explore the five “W’s” in American purchase patterns: who buys what, when, where and why, including detailed analysis of how:
- Shopping patterns have evolved for the resourceful shopper
- Channel usage and expectations are changing rapidly
- Brands must retool to remain relevant in changing times
The Changed Consumer - Deloitte Insights
Without question, this recession has changed the way consumers go to market. Impulse shopping is down. Frugality, price value trade-offs, the search for value across multiple channels and careful analysis of needs versus wants dominate the new economic culture.
What does this mean for today’s consumer and the companies targeting them? How does a more resourceful and informed consumer impact the role of brands, shopper channel planning and brand trade-off strategies?
Listen as Pat Conroy, vice chairman and U.S. Consumer Products leader, Deloitte LLP, addresses these questions and shares some insights from recent consumer research in "The Changed Consumer" episode of Deloitte Insights.
About The 2010 American Pantry Study
The study is based on both qualitative and quantitative research conducted in April 2010. Over 2,000 adult American shoppers participated in a 50-minute online survey that explored 21 categories, 18 store types and over 150 brands in addition to lifestyle elements including sources of information, influence, media behaviors, shopping and brand attitudes and much more. In addition, four focus groups were conducted in two major cities with primary shoppers.
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