Recession Changing Americas Shopping Habits

NEW YORKThe recession has changed the way Americans shop with 92 percent of consumers reporting a change in their grocery shopping behavior in the last two years, while 89 percent admit to becoming more resourceful, and 84 percent say they are more precise when they shop, according to The 2010 American Pantry Study: The New Rules of the Shopping Game, a joint project between Deloitte and the Harrison Group.

The study quantifies changes in consumer behavior and provides packaged goods executives with a sophisticated understanding of the consumer and how to compete in this environment. It explores how issues of post-recessionary purchasing resourcefulness among consumers impacts the role of brands, shopper channel planning and brand trade-off strategies.

The report explores the five Ws in American purchase patterns: who buys what, when, where and why. It also features detailed analysis of how shopping patterns have evolved for the resourceful shopper; channel usage and expectations are changing rapidly; and brands must retool to remain relevant in changing times.

Data also showed that while this new shopping approach is generally based on spending less, approximately 65 percent of people do not feel like they are sacrificing much. In fact, 79 percent reported feeling smarter about the way they shop versus two years ago. Consumers also have embraced a persistent recessionary mindset, as 93 percent surveyed said they will remain cautious and keep spending at their current level, even if the economy improves.

"We continue to witness consumers creating a whole new rule book and skill set for shopping that's based on value, not boasting of brands," said Pat Conroy, vice chairman and Deloitte's consumer products practice leader in the United States. "Our analysis concludes that personal gratification and a desire to feel smart about what consumers are putting in their shopping carts are trumping brand satisfaction, and that price-consciousness, value-orientation and bargain-hunting will remain prevalent for years to come."

Click here to read the executive summary.