CINCINNATI, Nov. 11 /PRNewswire/ — Digital Research, a marketing research firm, and ThinkVine, an Analytics Services provider, will present the most recent findings in an ongoing quarterly series on how American consumers have changed their grocery shopper behavior. The live webinar, open to the public but limited in registration will take place on November 18th at 1:00PM Eastern.
The purpose of this study is to monitor the current economic mood of consumers and how the economy has affected grocery shopper behavior in the United States. Results from the Q3 study will also be compared with findings from Q2 2009. Highlighted findings include:
Shoppers still have a relatively weak perception of today’s economic climate, giving it a ‘D-‘ grade. However, this is an improvement over last quarter’s ‘F’ grade.
Most don’t see their situation changing any time soon – half (52%) believe their well-being to be just the same six months from now.
Compared to Q2, shoppers say they are spending approximately 5% less on groceries. These reductions appear to be taking the form of outright brand abandonment in favor of store brands. As more people celebrate the holidays at home this year instead of going out to eat, grocery purchases may be less negatively impacted than other shopping categories.
“While news reports may have signaled the end of the recession, this economic downturn is far from over in the minds and behaviors of the average American shopper. There is no sign from this research that shoppers are ready to return to prior shopping behaviors,” says Debra Patek, Chief Economist at ThinkVine Corporation. Rather, the study suggests that some of these shifts may have taken root. “In the span of one quarter, we have seen accelerated brand abandonment in 14 of the 16 grocery categories we track,” says Jane Mount, Vice President at Digital Research, “2009 looks to be the year where shoppers abandoned the brand.”
When: November 18th, 2009 at 1:00PM
Presenters: Jane Mount, Executive Vice President, Digital Research; Debra Patek, Chief Economist, ThinkVine Corporation
Attendees will receive a complete copy of the study.
Source: ThinkVine