Madison / WI. (iddba) Challenged by a difficult economy, consumers responded sharply with dramatic changes in how, where, and why they buy foods and beverages. The International Dairy·Deli·Bakery Association (IDDBA) commissioned Datassential to survey 3’500 consumers and 100 retailers on changes in buying behavior and attitudes. The surveys were done in January 2009. The results of the study were presented at IDDBA´s Dairy-Deli-Bake 2009 in Atlanta. Highlights:
- The New Value Shopper is the Typical Consumer – it´s everyone. Nearly all are on a tighter budget, eating out less frequently, spending time at home, and searching more vigilantly for bargains.
- Quality and price come first. While other attributes matter, price and quality are the defining table stakes of perceived value. Packaging, convenience, and brand matter as well, but consumers first want an assurance that they are buying a good product – fresh and with consistent quality – at a great price.
- The search for value extends beyond the store. The search for value is a part of their regular lifestyle. They no longer simply visit the store and then search for the best prices on food and beverages; rather, the New Value Shopper is highly proactive – keeping tabs on prices at different stores, clipping coupons, and planning their shopping trips in advance.
- The New Value Shopper is not only price sensitive, but also price vigilant. Shoppers today take time to study the details, comparing prices not only overall, but also per unit or ounce. This has resulted in increasing demand for bulk and economy sized packages, as well as a tendency to stock up on exceptionally good deals – even if doing so exceeds their budgeted amount.
- For most, it´s back to the basics. Shoppers today are foregoing premium and luxury food items in favor of less expensive staples such as pasta and rice. Consumers generally report that they are eating just as much as they have always been, although now their diet depends more heavily on cheaper food products. A central goal of the New Value Shopper is to simply stretch their food dollar farther.
- Customers value honesty. Many consumers complain that some national brands have reduced their package sizes, but prices have not decreased accordingly. As a result, they are switching to store brands which they believe offer better value, and may in some cases also be more honest. Store brands are growing fast. Many are finding store brands to be just as good in quality and taste.
- Identify core customers. In more prosperous times, companies benefitted from sales to both core and fringe customers, with many suppliers since having lost an appreciation of the distinction between the two groups. In today´s economic climate, it is fairly easy to identify loyal customers; by studying the needs and tendencies of these core customers more closely, companies can then build intelligently around this foundation as the economy improves.
- Have both short-term and long-term strategies. The current economy has triggered rapid and significant shifts in shopper behavior. While it is important for food marketers to react to improve their positioning in the short run, they must not lose sight of the long-term prognosis and potential consequences of their actions today.
