How will you be shopping in 2011? Let the American Shopping Survey tell you
American Shopper Study for 2011–Consumers who voted for the 2011 Better Homes and Gardens Best New Products also participated in the Brand Spark International/Better Homes and Garden American Shopper Study. This research study captures the true voice of America’s grocery Shopper!
Some Highlights from this year’s 2011 American Shopper Study are:
IMPACT OF THE RECESSION AND EATING/COOKING AT HOME:
— 77% of consumers still believe the US economy is in a recession. Even
so, the vast majority of Americans (73%) like trying new products.
— People are continuing to eat at home more than in the past, and as a
result, are spending more time and money in the grocery store. 66% of
Americans enjoy cooking for themselves and their families, unchanged
from 2009.
— Although Americans expect to spend slightly more across most categories,
they expect to cut back spending on fast food and special occasion
meals.
HEALTH & ILLNESS PREVENTION:
— 84% of Americans believe that “there is a lot I can do with food and
nutrition to prevent illness.”
— 3 out of 4 are trying to eat healthier snacks and are paying greater
attention to food labels.
— 2 out of 3 are becoming more concerned about food safety and chemicals
in their food products.
FOOD ATTITUDES:
— Organics continue to be an increasing, though still niche, market. Only
1 in 3 consumers believe that organic foods are more nutritious, and
less than 3 in 10 are willing to pay more for organic food products.
— Availability and freshness are paramount for shoppers when choosing
which store to shop at. Price, cleanliness and quality are second tier
motivators.
ENVIRONMENTAL ACCOUNTABILITY:
— Packaging is still an important concern for consumers. 80% believe that
manufacturers still have a long way to go to reduce the amount of
packaging, up from 75% in 2009.
— 52% of Americans feel that it is important that a new product be better
for the environment, a decrease from 63% as reported in 2008.
— 78% of Americans still feel that companies are exploiting
environmentally friendly claims for marketing purposes.
— Almost 6 in 10 are consciously trying to buy foods that are local, an
increase from 5 in 10 a year ago.
— Local foods benefit from perceptions of both reduced environmental
impact and improved freshness.
INFORMATION SHARING:
— 7 in 10 shoppers continue to like trying new products and 8 in 10
consumers would encourage a friend or family member to purchase a
product that they like.
— Conversely, 6 in 10 are likely to purchase a product that is recommended
by friends or family.
Blog Note: The Chief Blonde posted this information because she felt her readers would enjoy it. No compensation was received.
