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.
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
 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%.