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The New Value Shopper

International Dairy-Deli-Bakery Association
April 1, 2009
SKU: DDB2264238

Abstract Table of Contents Related Reports

Challenged by a difficult economy, consumers have responded sharply with dramatic changes in how, where, and why they buy foods and beverages. The IDDBA commissioned Datassential to do an in-depth study of 3,500 consumers. The resulting study explores the attitudes and behavior of The New Value Shopper. It is designed to provide you with useful tips, tactics, and strategies on how best to capitalize on the new economy and grow your business.

Purchasers of the full report will also receive access to all of the tables online via the Datassential iDEA Tool (interactive Data Evaluation & Analytics). This will allow you to run your own data sorts. Purchasers will also receive a free 90-day online subscription to Menu Trends INSIDER (service that tracks activity at top chain restaurants).

Key findings:

Study shows:

One of the key elements of this study includes extensive verbatim comments from consumers about what they want and their perceptions on brands, taste, value, price, freshness, service, and other attributes

Bonus: iDEA Tool and MenuTrends INSIDER
Chapter 1 - Executive Summary
Chapter 2 - Research Overview: Study Objectives; Methodology; Consumer Survey Research; The iDEA™ System; Data Sampling; Respondent Snapshot; Retailer Survey Research
Chapter 3 - Impacts of the Softening Economy: Spending Income Is Down; Age; Income; Geography Type; The Vast Majority Are Financially Challenged; Age; Income; Future Outlook; Americans Are Nearly Evenly Split About Their Future Outlook; Demographic, Behavioral & Perceptual Impacts; Strong Concerns About The Economy; By Necessity: A New Focus on Value
Chapter 4 - A Fundamental Shift in How People Buy: Major Spending Cuts; All Types of Consumers Are Cutting Back; Eating & Spending More Time At Home; At-Home Meals Rise Drastically; Who’s Eating At Home More Often? Just About Everyone!; Active & Routine Deal Seeking; Popular Ways to Save; Switching to Lower Cost Products; Impact on Food & Beverage Purchases
Chapter 5 - Savings Mechanisms & Opportunities: Where People Shop; Demographic Impacts; Impact of the Economy; Why People Buy; Changes to The Types of Food Products People Buy; Bulk Sizes & Lesser Known Brands; Similar Activity At All Income Levels; Changes to How People Shop & Save; Fewer Impulse Items & Strict Adherence to Grocery Lists; Price Seeking and Awareness; Coupons and Discount Stores; Changes In Actual Consumption; More Meals At Home, Fewer At Restaurants; Packing Lunches; Eating Leftovers; Cooking from Scratch; Eating Less Expensive Food Products; Meals from the In-Store Deli
Chapter 6 - Specific Behavior in the Store: The Power of Grocery Lists; What’s On Grocery Lists: Products, Not Brands; A Willingness to Substitute Items On Their List; Even Those With Specific Brands On Their Lists; Behavior That Spans The Entire Consumer Spectrum; The Overwhelming Use of Budgets; Consumers Most Likely to Have a Set Dollar Budget; Driving Volume with Pricing; Overcoming Set Dollar Budgets; Behavior Common to All Consumer Groups; Capturing Mindshare with Discounts & Promotions; A Focus on Price Per Unit; Groups Most Likely to Look at Price Per Unit / Ounce; A Quick Recap
Chapter 7 - Category Trends: General Ways Consumers Are Cutting Back; Gourmet Food Products; Single-Serve / Individually-Packaged Food Products; Organic and All-Natural Food Products; Name Brands; Impacts on Specific Categories; Meats / Poultry; Snack Foods; Juices & Sodas; Frozen Foods; Dry Staples—Potatoes, Rice & Pasta; Demographic Trends; Specialty & Premium Products; Whole Grain / Multi-Grain, Local Foods, and Healthy Products; Organic & All-Natural Items; Free-Range Meats, Grass-Fed Beef, and Wild-Caught Seafood; Fortified & Super-Foods: Vitamins, Anti-Oxidants, and Probiotics; Demographic & Behavioral Factors
Chapter 8 - Store Brands & Off-Brands: Store Brands: Purchase Frequency; Across All Consumer Types; Store Brands: Purchase Trends; Demographic & Behavioral Impacts; Fueling Retail Expansion; New Attitudes About Store Brands; Store Brands: Categories; Demographic Impacts; Store Brands: Perceived Quality; High Quality Marks for Store Brands Across All Consumer Groups; Possibilities for the Future; Store Brands: Price Triggers; Price Triggers by Category
Chapter 9 - At-Home vs. Away-From-Home Dining: Not Necessarily Busier; A New Cooking Culture; Away From Restaurants, And Back Into The Home; Eating At Home Not Perceived As Trading Down; A Preference for Home-Prepared Meals; The Economic Appeal of Eating At Home; Response from the Restaurant Industry; Notable Deals At Top Chains
Chapter 10 - Consumer Impact: Purchase Frequency; Visitation Trends; Lower Visitation At Each Area; Quality & Price Perceptions vs. Packaged Foods; Quality Perceptions; Price Perceptions; Acceptability of Premiums; Key Pockets of Loyalty in a Tough Economy; Meal Purchases at the Deli; Quality Perceptions vs. Fast Food
Chapter 11 - Retailer Practices and Attitudes: Recognizing Shopper Behavior; Noted Behavioral Changes; Retailer Attitudes; Anticipated Retailer Responses; At the Deli
Chapter 12 - Solutions: Defining “Value”; Nuances of Value; Ways Shoppers Like to Save; Information Sources; A Framework for Developing New Value Strategies; Potential Tactics; Leverage New Technologies To Engage Customers; Look to Fast-Casual Restaurants for Deli Inspiration; Two Tier Pricing & Value Menus; Expand Into Breakfast; Capture Shopper Attention With Dynamic Displays; Health-Conscious Offerings; Sampling & Cooking Demonstrations; Enhanced Recipes & Further Support; Price Comparisons In-Store; Get On The Grocery List; Preempt Substitutions at the Store; Packaging to Support Bulk Sizes; Consider Cost Per Serving; In Their Own Words: What Consumers Want; Sidebars
Figures & Tables: Figure 1: U.S. Census Regions; Figure 2: Consumer Level of Concern with various factors; Figure 3: Dow Jones US Restaurant & Bar Index - Closing Prices 1/31/03 - 1/1/08; Figure 4: Same Store Sales; Table 1: Consumer Respondent Demographics; Table 2: How much money do you have to spend today compared to 2 years ago? (all); Table 3: How much money do you have to spend today compared to 2 years ago? (by demographic); Table 4: Which of the following best describes your level of financial security? (all); Table 5: Which of the following best describes your level of financial security? (by demographic); Table 6: In 2009, do you expect your financial situation to…; Table 7: In 2009, do you expect your financial situation to…; Table 8: Please rate your level of concern with each of the following. (10 scale); Table 9: As a result of the current economy, how has your spending changed in each of the following areas?; Table 10: Percent of Consumers Cutting Back On Spending; Table 11: % of Consumers Spending More Time At Home (in response to the economy); Table 12: Over the past year, how has your eating behavior changed? (all); Table 13: Over the past year, how has your eating behavior changed? (by demographic); Table 14: In response to the economy, which have you been doing more of over the past year?; Table 15: % Who are buying less expensive goods and products more often; Table 16: How many times per month do you purchase foods from the following types of stores?; Table 17: % Purchasing Food from Various Formats At Least Weekly; Table 18: Has the economy caused you to:; Table 19: Which three of the following are most important to you when shopping for food?; Table 20: In reaction to the economy, how have you changed the type of grocery products you purchase at the store? (all); Table 21: In reaction to the economy, how have you changed the type of grocery products you purchase at the store? (by demographic); Table 22: In reaction to the economy, how have you changed the way you purchase grocery products?; Table 23: % who have increased their coupon usage in reaction to the economy; Table 24: % who are visiting discount stores more often for food purchases, in reaction to the economy; Table 25: In response to the economy, are you doing the following…?; Table 26: In reaction to the economy, in which of the following ways have you altered your eating behavior?; Table 27: % Who Are Buying More Meals at the In-Store Deli; Table 28: How often do you shop from a grocery list?; Table 29: [of those that use grocery lists] When preparing a grocery list, do you typically include…; Table 30: [of those that use grocery lists] When preparing a grocery list, do you typically include…; Table 31: If upon visiting the store you found that the item in your grocery list cost more than you expected, what would you most likely do? (all); Table 32: If upon visiting the store you found that the item in your grocery list cost more than you expected, what would you most likely do? [of those that typically include specific brands on their grocery list]; Table 33: If upon visiting the store you found that the item in your grocery list cost more than you expected, what would you most likely to do? (by demographic); Table 34: When shopping for food & beverages, do you typically have a budget? (all); Table 35: When shopping for food & beverages, do you typically have a budget? (by demographic); Table 36: If you saw a really good price on a food product you wanted, which would you be most likely to do?; Table 37: If you saw a really good price on a food product you wanted, which would you be most likely to do? [of those that typically have a set dollar amount budgeted]; Table 38: These days, do you give greater consideration to discounted / specially-priced products?; Table 39: When comparing similar grocery products to determine the best price, do you typically…; Table 40: When comparing similar grocery products to determine the best price, do you typically…; Table 41: In reaction to the economy, to what extent have you reduced your purchases of the following?; Table 42: In reaction to the economy, to what extent have you reduced your purchases of gourmet food products?; Table 43: In reaction to the economy, to what extent have you reduced your purchases of name brand food and beverage products?; Table 44: In reaction to the economy, to what extent have you reduced your purchases of the following? (all); Table 45: In reaction to the economy, to what extent have you reduced your purchases of the following? (by demographic); Table 46: In reaction to the economy, to what extent have you reduced your purchases of the following? (by demographic); Table 47: Which of the following products, if any, do you believe are worth paying more for?; Table 48: How much more would you pay for an organic or natural food or beverage product than for a regular one?; Table 49: Which of the following products, if any, do you believe are worth paying more for?; Table 50: When shopping for food and beverage products, how often do you purchase store brands? (all); Table 51: When shopping for food and beverage products, how often do you purchase store brands? (by demographic); Table 52: Over the past year, have your purchases of store brands; Table 53: Over the past year, have your purchases of store brands; Table 54: Which of the following types of store brand products do you currently purchase? (all); Table 55: Which of the following types of store brand products do you currently purchase? (by demographic); Table 56: % who believe store brands are equal or higher quality than name brands (all); Table 57: % who believe store brands are equal or higher quality than name brands (by demographic); Table 58: Generally speaking, how much less expensive would a store brand have to be for you to choose it over a national / name brand?; Table 59: For the following types of items, how much of a savings would be required for you to switch away from your current preferred brand to another product?; Table 60: How busy are you today compared to a year ago?; Table 61: How has the economy changed your visitation at each of the following?; Table 62: When eating at home rather than at restaurants, do you feel like you are “trading down”? (all); Table 63: When eating at home rather than at restaurants, do you feel like you are “trading down”? (by demographic); Table 64: Generally speaking, what is more appealing to you (in terms of taste, quality, etc.)?; Table 65: Generally speaking, do you find it to be more economical to…?; Table 66: Generally speaking, how would you rate the quality of products in the fresh deli, bakery, and prepared food areas of the store compared to those found in the regular aisles?; Table 67: Generally speaking, how would you say the price of products in the fresh deli, bakery, and prepared food areas of the store compare to those found in the regular aisles?; Table 68: Regarding products in the fresh deli, bakery, and prepared food areas of the store, with which of the following do you agree most strongly? (all); Table 69: Regarding products in the fresh deli, bakery, and prepared food areas of the store, with which of the following do you agree most strongly? (by demographic); Table 70: Over the past year, are you purchasing meals at the…?; Table 71: Compared to fast food restaurants, how would you rate the quality of meal items (sandwiches, etc.) available at the in-store deli of the grocery store…?; Table 72: Over the past year, are you purchasing meal items (such as pizzas and pastas) at the prepared food area of the grocery store…?; Table 73: Respondent Distribution; Table 74: In response to the current economy, would you say that your customers have significantly changed their purchasing behavior for food and beverage products?; Table 75: In which of the following ways have your customers changed their food and beverage purchasing behavior?; Table 76: Statement Agreement; Table 77: What of the following does your store plan to do over the coming year in response to the economy?; Table 78: Which of the following changes, if any, has your operation made with its in-store deli, bakery, or prepared food areas?; Table 79: Rate how well each of the following defines “value” in your mind.; Table 80: Which of the following methods of saving money on food purchases are very appealing to you?; Table 81: Which of the following do you use to discover good prices on food & beverage products?

The New Value Shopper

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