Broad Street Licensing Group has always maintained that shoppers are smart.
They know the difference between restaurant food served in a restaurant and restaurant-branded food they purchase (and heat up at home).
Now a study has shown how smart they are: 90% know what they will be buying before they arrive at the grocery store.
And 75% claim to be smarter shoppers than they were one year ago.
Plus 86% feel they are more-precise about what they buy.
In order to take advantage of this trend, retailers and food marketers need to ramp up their pre-shopping marketing, including the use of smart phones, digital couponing, customer loyalty offers, and social media discounts & promotions. This includes developing apps for mobile phones that are integrated with recipes and shopping list preparation, and in-store apps that integrate the shopper with promotions or online video content accessed through QR codes. Shelf tags are already passé as consumers now pay more attention to their phones. Retailers are even looking at ways to link back to shoppers once they’ve returned home, either through feedback or recipe development.
 Deloitte’s American Pantry Study polled more than 4,000 people during October, 2011.