This document discusses shopping behaviors and consumer trends in the US. It finds that while consumers remain cautious due to economic concerns, many are cautiously optimistic about an economic recovery. Consumers are experimenting more with store brands but still have emotional attachments to national brands. The majority of shoppers now use digital tools and mobile apps to research products and prices before shopping. Health and wellness are increasingly important to consumers, and many are willing to pay more for healthier options. The document recommends that companies focus on non-price triggers to build long-term brand loyalty.

1. store
TECH-SAVVY SHOPPERS
SPONTANEOUS SHOPPING HAPPENS
The call to reconnect with consumers
Concerns about the US economy
continue to weigh on American consumers’ minds . . .
Factors driving how the American consumer shops
believe the US is in a recession.
Some day, I will get back on a good financial
footing. When that happens, I will abandon
low-quality food, whether it’s national brands or
store brands. On the other hand, I will continue to
experiment with high-quality store brands that
perform well and have consistency.out of
Those watching their budget
tend to choose other options
(store brand, fresh, or local).
33%
2010 2015
30%
NATIONAL BRAND LOYALTY DOWN
store
+10%
When it comes to store
brands, more feel they are
sacrificing when purchasing
a store brand instead of a
national brand.
I AM SACRIFICING
2014 2015
store
Consumers remain both cautious
and precise in their buying.
believe the economy
has fundamentally
changed.
Fewer are
willing to try
store brands
compared to
last year . . .
OPEN TO TRYING STORE BRANDS
2015
2014
NATL. BRAND
. . . leaving possible
opportunity for
national brands, which
tend to trigger more
emotional responses
from consumers.
“I WANT” NATIONAL BRANDS
The majority of consumers now rely
on digital technologies at some point
in the shopping process (pre-store
planning, in-store, and
post-purchase) . . .
USE APPS AND WEBSITES FOR PRODUCT RESEARCH
20152014
REVIEWS
PRICE
COMPARISON
GROCERYLISTS
PURCHASE
MEALPLANNING
PRODUCT
RESEARCH
COUPONS
. . . and most feel
sharing their personal
information is worth it
to receive personalized
promotions and deals.
THE TOP REASONS “AT THE SHELF” PURCHASES WERE MADE
There are a variety of reasons and
triggers that influence shoppers to buy
“at the shelf.”
PURCHASED “AT THE SHELF”
MY HEALTH IS WORTH IT
Healthier options are increasingly important to
the American consumer . . .
FOR HEALTHIER VERSIONS OF
PRODUCTS, MAJORITY WILL PAY
A PREMIUM OF UP TO
Fewer
preservatives
No HFCS
Natural
ingredients
Low sodium
I WANT
The call to reconnect with consumers
Focusing on these key areas can help CPG companies reconnect with consumers and maximize brand loyalty.
For more information, or to learn how the results of our study can be applied to the unique needs of your
business, please contact:
Barb Renner, brenner@deloitte.com
US consumer products leader, Deloitte LLP
Rich Nanda, rnanda@deloitte.com
Principal, Deloitte Consulting LLP
Copyright © 2015 Deloitte Development LLC. All rights reserved.
CPG companies should consider
strategies surrounding non-price
triggers to improve long-term
brand health.
89%
49%
48%
37%
37%
36%
81%
63%
52%
50%
45%
44%
41%
38%
35%
32%
30%
26%
Discounted prices
Free samples
Special offers (store circular, announcements)
Remembered had coupon when saw product
Discount on bundled products
Received coupon on smartphone in store
Remember I needed it when I saw it in the store
I just wanted to try it
A new product by a trusted brand
Bought related products even though no discount
Product helped with easy meal prep
Saw a product from advertisement
Info on label in line with health & wellness needs
Product made cleaning easier at home
Convenient packaging
Shopping partner wanted to try it
Product demonstration
In-store ad or display
PRICE-RELATEDTRIGGERSNON-PRICETRIGGERS
NATIONAL VS. OTHER OPTIONSSHOPPING BEHAVIORS ENTRENCHED
. . . but many are
cautiously optimistic.
The economy is on the upswing, but that
won't change my frugal nature . . .
Anupam Narula, anarula@deloitte.com
Consumer & industrial products market insights, senior manager
Julie Finn, jfinn@deloitte.com
Consumer products market insights, team leader
will pay even more.out ofAND
consider themselves to be
health-conscious.
Shoppers have
preferences for healthier
choices, and all shared a
common core of “wants.”