Anyone who thinks shoppers are confused by the vast assortment of products on the shelves needs to think again according to the annual American Pantry Study.[1]
Ninety per cent of shoppers claim to know which private label and national brands they like, with 80% researching their purchases prior to shopping, and three quarters (75%) saying they are smarter shoppers than a year ago.
Overall, 86% say they’re more efficient in how they shop, an efficiency that translates into a hunger for deals: at least 30% of their shopping carts are filled with discounted items. Not surprisingly, 66% claim to know when sales start. The survey seems to indicate that Private Label may have reached its high water mark, too. Some stats that jump out from the results:
- 90% of shoppers know what they’re buying before they arrive at the store
- 83% have a group of brands they will consider for purchase
- 80% claim the recession forced them to decide which brands matter to them & which don’t
- Half (49%) are no longer interested in trying store brands because they’ve figured out which ones they like and which ones they don’t
- 90% say they know which private label/store brands are good & which ones aren’t
[1] Compiled by Deloitte/Harrison Group from 4,086 U.S. household shoppers & food preparers from Oct. 6-21, 2011. It has a margin of error of +/- 1.5%.
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