Consumers redefine the shopping game

There are so many stories about the state of grocery shopping in the media as of late. Here’s a recent report by Deloitte called “The American Pantry Study: The New Rules of the Shopping Game,” which covers changing grocery shopping trends with consumers:

“American consumers have re-learned how to shop — and in the process re-shaped the playing field for both consumer products marketers and packaged goods retailers. The recession has made it necessary for Americans to rethink and adjust their shopping patterns, which has resulted in a more strategic, informed — and even calculating — approach to a shopping game previously driven by impulse, advertising responsiveness and the fundamental attractiveness of brands.”

Some notable points:

• 92% of people surveyed have changed the way they shop within the past two years
• 89% are more resourceful when they shop, with 84% stating they are “more precise”
• 67% say they have increased their coupon usage
• 81% say they’re “having fun” seeing how much they save with coupons
• 48% will put off purchasing an item if it is not on sale
• 93% say they will continue to shop this way even if the economy recovers
• “Resourcefulness and precision are the new badges of honor”

“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.”

And, even more interesting:

“This choice between brands heralds back to the consumers’ belief that the game is not necessarily about the savings itself, but about the hunt for the savings and what goes into it – resourcefulness, planning and precision,” said Conroy. “Consumers have become so skilled in executing their new approaches that most feel they have become smarter, more calculating shoppers. Moreover, these new ‘badges of honor’ will not fade away. As a result, consumer products marketers shouldn’t expect to see a return to the carefree spending or impulsivity more reminiscent of the mid-2000s.”