Shopper Study Roadmap for Manufacturers
BNPA Consumer Survey Helps Retailers Understand Customers
Consumers are trying to figure out ways to make their ever decreasing dollar stretch farther. In order to better understand the minds of consumers, retailers are studying research to better help them to understand how to market products.
BrandSpark International’s Best New Products Awards (BNPA) is one of the largest North American consumer survey programs. BNPA revealed research on January 28, 2009, from its first American Grocery Shopper Study that offers insights into the consumer’s mind.
More than 50,000 U.S. shoppers were surveyed, revealing information about current spending habits, future spending habits, brand preferences and shopper attitudes about organic products and environmental accountability.
Key Lifestyle Changes
In response to the current economy, consumers are less confident about spending. They are making lifestyle changes to help them stretch their dollars in the current economic state.
- Consumers are not eating out as much, opting to eat at home instead. 52% of the grocery shoppers in the U.S. said they plan to eat at home more often than last year.
- People are trying to shop more efficiently.
- Shoppers are buying less brand name products.
- Shoppers are buying in bulk to save money.
- People are turning down the thermostat to save energy costs.
- 96% of the shoppers said it was important that new products provide value for dollar.
- 80% of the consumers stated that their expenditure on personal care products will be the same or more than it was last year.
- Shoppers surveyed stated that their most trusted grocery store brands were Kraft, Campbell’s, General Mills, Procter & Gamble, Johnson & Johnson, Kellogg's, Betty Crocker, Del Monte, Tide and Clorox.
Green and Natural Products
While consumers seem to understand the value of purchasing products that are better for the environment, many are not willing to pay extra for them. 70% of the consumers said they would buy environmentally friendly products, but only 40% are willing to pay a premium for them.
Consumers are skeptical about claims of environmentally friendly products, with 75% believing that companies exploit the claims. Consumers (78%) believe that the manufacturers should do more to reduce waste in packaging.
Health and Wellness
Consumers (68%) are becoming more health conscious and making shopping for healthy products a greater priority. They are also more aware of chemicals that are used in products, including food products (68%), household products (63%) and skin care products (57%).
Surveyed consumers who believed that making better food choices can prevent disease were in the majority by 80%. Consumers (71%) are more wary of health claims of the products they purchase, possibly making them less likely to believe manufacturer claims.
Early Adopters
The survey gathered information about Early Adopters, shoppers who are the first to try new products. Early Adopters are valuable to companies because they show stronger brand loyalty and prefer innovative products that are environmentally friendly.
Early adopters are more receptive to marketing influences than the general consumer. They are more likely to be influenced by the internet, magazines and social media. This demographic spends more time reading magazines and are likely to download coupons off of the internet.
Marketing Roadmap for Manufacturers
By uncovering what is important to the consumers, the manufacturers have valuable information that provides them with a marketing roadmap. According to a statement by Levy: "We have uncovered what matters most to shoppers, who they're listening to, where they're willing to spend, and what shopping trends we can expect in the year ahead."
For more information on the American Grocery Shopper Study visit Best New Product Awards website.
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