More than nine in 10 consumers (92%) have made changes in their pantry-related shopping habits, according to Deloitte and Harrison Group. Even a majority of those who have not had a reduction in income (55%) have made cutbacks simply because they felt they should. The vast majority (89%) believe they have become more resourceful during the recession. Shoppers seem to be enjoying their newfound thriftiness, with 81% saying it is fun to see how much they can save with coupons and loyalty cards.
The new shopping mentality has yielded new types of consumers. They are:
• Spectators (38%). This is the youngest and most educated segment. The least likely to have been personally affected by the recession, they are also the least likely to have made changes to their shopping habits. However, they wish to be resourceful.
• Sacrificers (22%). They have the lowest incomes and have been the most affected by the recession. They are resentful and bitter about the changes they have been forced to make during the prior two years of recession. They are proud of their resourcefulness — and were likely resourceful shoppers prior to the recession — but are frustrated with the cutbacks they have had to make in both spending and quality.
• Planners (21%). They are the least likely to have children at home, yet they are most likely to buy in bulk to make their money go further. Their savings strategy revolves around product mix rather than coupons and discounts.
• Super Savers (21%). They are predominantly female and take great pride in their thriftiness by any means. [Consumer Spending & Attitudes]
Source: “The 2010 American Pantry Study,” Deloitte, Pat Conroy, Vice Chairman and Consumer Products Practice Leader, 127 Public Sq., Cleveland, OH 44114; 216-830-6602; pconroy@deloitte.com; www.deloitte.com. Price: Call for information.
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