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Published by: EPM Communications Inc
Published: Oct. 20, 2006
Table of Contents
- Introduction: Food Shoppers Are Exercising Their Power
- How Much Power Do Consumers Perceive They Have?
- Exhibit 1.1: Consumer Perceptions Of How Much Power They Have When Purchasing Selected Products
- Choice = Power
- Executive Summary
- PART ONE: In Shoppers' Own Words
- Chapter 1: Americans Are Rethinking Dinner Time
- Justifying Eating Out
- Exhibit 1.2: Reasons Why Consumers Eat Out
- Choosing Specific Chains / Avoiding Specific Chains
- Exhibit 1.3: Why Consumers Choose One Restaurant Over Another
- Assessing The Restaurant Chains
- Exhibit 1.4: Why Consumers Avoid Specific Restaurant Chains
- Making The Choice
- Applebee's Gets The Pitch Right
- Dining Al Fresco
- Chapter 2: Taking To Takeout
- Exhibit 1.5: Reasons Why Consumers Purchase Takeout Food To Eat At Home
- Localization Of Takeout Counters Chain Restaurant Uniformity
- Desserts To Go
- Eating Takeout At Home
- The Ultimate Carry-in Dinner Party
- Chapter 3: Customer Service — It's All About Time
- Abandoning The Shopping Cart — And Why
- The Shopper Mantra: Don't Waste My Time
- Exhibit 1.6: Wasting Shoppers' Time Has Become The Biggest Consumer Irritant
- Shoppers Seek "Positive Human Contact"
- Congestion Pricing
- Speeding Up The Shopping Process
- Exhibit 1.7: Supermarket Shoppers' Retail Improvement Wishes
- Chapter 4: Changing Perspectives On Work, Time & Convenience
- Ready-To-Serve Saves Shoppers Food Prep Time
- Paying the Premium For Pre-cuts
- Work Worth Avoiding
- "It's Great, But Is It Easy?"
- Bagged Salad Shifts Work/Health Paradigm
- Handles For Easier Handling
- Less Work For Wine Drinkers
- Chapter 5: The Impact Of An Aging Population On Food Shopping
- Exhibit 1.8: Product And Service Categories Perceived As Senior Friendly By Those 60-74 And 75+
- Exhibit 1.9: Stores & Formats Perceived As Senior Friendly By Those 60-74 And 75+
- Chapter 6: Adapting To Diversity
- Multilingual Gripes
- Eating Ethnic
- Value-added, Time-saving Vegetables Support Ethnic Foods Trend
- Chapter 7: National Brands, Store Brands And Private Labels
- The National Food Brand Weakness Scenario
- National Consumer Brands Stand Up
- Branded Flowers? You Bet.
- Exhibit 1.10: How Good A Job Retailers Do Selling Flowers & Plants
- Chapter 8: Are Food Shoppers Breaking Free Of Brand Ties?
- Brand Versus Other Influencers
- Exhibit 1.11: Influence Of Price, Brand, Packaging, Freshness, And Item On Purchase Behavior In 25 Supermarket Categories
- Exhibit 1.12: Quality Perceptions For Packaging And Labeling Of Store Vs. National Branded Products
- Discerning Value For Store Vs. National Brands
- Impact Of Customer Irritants On The Decision Where To Shop
- Wal-Mart's Equate Brand
- Exhibit 1.13: Customer Irritants At Food & Other Retail Outlets
- Out-of-stock Stories
- Trade-offs Consumers Make In Deciding Which Stores To Shop
- Bombarded By Choices
- Variety Overload
- Supermarket Shoppers Focus On Price
- Exhibit 1.14: Price Comparison Between H-E-B And Wal-Mart In San Antonio, TX, 16 Selected Items
- Could Item Pricing Return?
- Price Labeling Is An Issue For Food Shoppers
- Chapter 9: The Consumer Quest For Integrity And The Green Movement
- Exhibit 1.15: Ten Environmental Concerns Shoppers Talk About
- Chapter 10: Packaging
- Resealable Bags
- Coordinating New Product / Packaging Innovation With Marketing
- Hoping For Clearer Labels
- Info Beyond The Label
- Cooking Instructions
- Medication: Packaging, Labeling & "Selling" Consumer Compliance
- Chapter 11: Consumer Perceptions Of Food Advertising & Marketing
- A Question Of Trust
- Exhibit 1.16: "How Much Do You Trust Each Of The Following To Tell You The Truth, Honor Their Ads, Live Up To Their Claims And Promises, Charge Fair Prices, Behave Ethically, Etc.?"
- Advertising Claims
- Focusing On Freshness
- How Much Are Consumers Really Put off By Advertising?
- Out-of-the-box Advertising
- Drug Advertising Setbacks
- Exhibit 1.17: Consumer Perceptions Of Drug Industry Advertising
- Chapter 12: Supermarkets
- Sensing Quality Shortfalls
- Exhibit 1.18: Shopper Ratings For Supermarket Departments They Use
- Whole Foods As The "Dining Out Alternative"
- Exhibit 1.19: Reasons For Spending More At Whole Foods
- Skipping The Supermarket
- In-store Sampling
- PART TWO: Food Shopping By The Numbers
- Chapter 13: What Are We Eating?
- Exhibit 2.1: Health / Nutritional Characteristics Sought By Food Shoppers
- Organics Bloom
- Healthy Habits On The Rise
- We're Tempted By Treats
- Diets Bore Teens
- Exhibit 2.2: U.S. Consumers Who Regularly Check For Nutrition Information On Packaged Food Labels
- Exhibit 2.3: What Consumers Want To Know About Food They Buy To Eat At Home
- Savvy Shopping Is Harder Than It Looks
- Convenience Is King
- Look Who's Snacking
- Exhibit 2.4: Reasons For Eating On The Go
- Exhibit 2.5: The Top Place For Eating On The Go
- What Are The Kids Eating?
- Exhibit 2.6: Favorite Teen Snacks
- Chapter 14: Household Trends
- Stocking The Average Household
- Who Spends The Most
- Who Spends Less?
- What's For Dinner?
- Kosher Foods Are On The Rise
- Exhibit 2.7: Why Consumers Buy Kosher Products
- Exhibit 2.8: Sales Of Kosher Products Through Food / Drugstore / Mass Merchandiser & Natural Supermarket Channels, By Segment
- Fire Up The Barbie
- Chapter 15: What Are We Drinking?
- Water
- Exhibit 2.9: Factors Influencing U.S. Bottled Water Purchases
- Exhibit 2.10: U.S. Bottled Water Sales By Category
- Coffee
- Exhibit 2.11: U.S. Retail Sales Of Coffee, By Retailer Type
- Exhibit 2.12: U.S. Foodservice Sales Of Coffee, By Venue
- Alcohol
- Exhibit 2.13: U.S. Alcoholic Beverage Market, By Dollar Volume
- Exhibit 2.14: Top 10 U.S. Wine Brands
- Soft Drinks
- Exhibit 2.15: U.S. Soft Drink Market, Volume, By Segment
- Chapter 16: Everyday Eating
- Exhibit 2.16: Per-Household Restaurant Expenditures During An Average Week
- Exhibit 2.17: Menu Items Identified By Restaurant Operators As Gaining Popularity
- Exhibit 2.18: Average Number of Visits To Restaurants In Past 30 Days, By City (Fast Food and Fast Casual)
- Whose Tab Is The Biggest?
- When Eating Out Eases
- Chapter 17: Food — How We Buy It
- The Typical Grocer's Take
- Exhibit 2.19: What's In The Way Of Shopping For Healthier Food?
- Exhibit 2.20: What Would Help Shoppers Better Shop For Healthier Food?
- Food Budgets Vary By Region
- Exhibit 2.21: Media That Most Influence Consumers' Grocery Buying Decisions
- Exhibit 2.22: How Often Consumers Use Coupons
- Why We Buy: Food
- What We Think Of Stores
- Exhibit 2.23: Proportion Of Adults Who Most Often Buy Selected Private-Label Categories
- Bucking Brands
AbstractAmericans and food. There are few relationships that cause as much agita for consumers—and for the retailers and marketers trying to reach them. From the obesity epidemic to the epidemic of choice, from the demands for healthier items to the time constraints that are keeping Americans from preparing their own meals, the oftentimes contradictory relationship between Americans and food is rapidly reshaping the way we shop for our most basic needs.
"Profiles Of The U.S. Food Shopper" combines the best qualitative and quantitative research to give you a detailed understanding of U.S. food shopping trends, behavior and attitudes.
Part I of "Profiles Of The U.S. Food Shopper" is generously peppered with hundreds of verbatim anecdotes grabbed from the mouths of Mona Doyle's long-running Consumer Network Panel. They're talking openly about the supermarkets, fast food and fast casual restaurants, take-out, supercenters and other venues where they buy food.
You'll learn what they love (and hate) about the food-shopping experience, and you'll also discover just how fast manufacturers, retailers and restaurateurs are likely to suffer if they don't heed their shoppers' words.
Part II of "Profiles Of The U.S. Food Shopper" aggregates research statistics from 47 organizations to paint a dramatic picture quantifying food shopping trends, attitudes and behaviors.
The direct quotations from the Consumer Network Panel are at the core of this wide-ranging analysis of food shopping trends. The bites below are just a three-point sampling of 17 key trends transforming the food business, all of which are covered in depth in "Profiles Of The U.S. Food Shopper":
- Dining out. Consumer Network Panelists have myriad ways to justify why they eat out—or bring takeout in. They also have clear reasons for why they choose certain restaurants; they want consistency, service and ability to cater to all tastes within a family/group, including those with allergies or other tolerance problems. The popularity of eating takeout at home makes deciding where to pick up a given night's dinner as difficult a choice as going to a restaurant.
- Convenience. One Consumer Network Panelist quote stands out: "This is great, but is it easy?" "Ease" speaks to the declining amount of time a shopper is willing to devote to a quick-prep home-cooked dinner (witness the magazines and recipe books touting 15-minute recipes). This is what's driving sales of items such as pre-cut vegetables and pre-washed greens.
- Freshness. Consumer Network Panelists agree that resealable bags are great. But consumers expect products to stay fresh until the "Sell by" or "Best if used by" date—regardless of whether or not they've opened the package. If they purchase a package with a June 14 date on June 10 and open it for dinner the day they purchase it, they expect the remainder to stay fresh until June 14. When it doesn't they feel that something is wrong with them, or the packaging, or the quality of the produce, or the way the store has handled it.
Part II of "Profiles Of The U.S. Food Shopper" brings you a wealth of data from 47 different sources quantifying these and other behaviors, attitudes and trends. Here, have a taste:
- Americans spend more than $815 billion annually on groceries, about 60% of it at supermarkets.
- Black households spend 15% less on groceries than the national average.
- The typical American ate 80 meals in restaurants in 2005, down from 93 in 1985. However, the number of meals purchased at restaurants and eaten in cars increased to 32 from 19 over the same period.
- More than half of all consumers (55%) eat ready-to-eat / easy-to-prepare / easy-to-transport "convenience" foods at lunch, 40% at breakfast, 38% for mid-afternoon snacks and 37% for dinner.
- The No. 1 irritant for supermarket shoppers is a store that "doesn't respond quickly to long or stalled checkout lines."
- Americans consumed 828 eight-ounce servings of soft drinks per capita in 2005, down from 849 in 2000.
- 48% of adults age 21 or older consumer alcohol away from home; 44% drink beer in a given month.
You'll be astounded at just how thoughtful and articulate the Consumer Network Panelists quoted in Part I are, how well Mona Doyle analyzes the trends underlying their observations, and how strongly their insights, attitudes and opinions are reflected in the broader statistics sampled in Part II.
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