Turbulent Economic Times Changing Shopping Behaviors: Unilever Study
14 August 2008 - 3:00PM
Marketwired
More than 30 percent of consumers are eating at home more and
eating out less and 40 percent feel worse off than a year ago as
shoppers continue to grapple with managing their budgets during
uncertain economic times, according to a new study released today
by Unilever (NYSE: UL) (NYSE: UN), one of the world's largest
consumer products companies. The study, Winning Shoppers in
Turbulent Times - A Unilever Trip Management Report, reveals how
different demographic groups will change their shopping habits as
belts continue to tighten during challenging economic times.
"Consumers are clearly feeling the effects of a perfect storm of
challenging economic events such as the mortgage crisis, stock
market volatility, and rising energy costs," said Lisa Klauser,
Vice President of Consumer and Customer Solutions, Unilever U.S.
"They are reacting by taking a new approach to shopping as our
study found that quick trips to the grocery store are declining and
major stock-up trips that allow consumers to replenish their
cupboards for a long period of time are on the upswing."
Though consumers are closely watching their budgets, they don't
want to give up on product quality. According to the study, a
majority of consumers will continue to search out trusted brands
across the store, with most shoppers stating that they would not
switch to a private label to save money.
Further, consumers would like manufacturers and retailers to be
creative in product packaging and sales approaches. There were
several shopper preferences including introducing larger pack
sizes, smaller package sizes at lower price points, and modestly
reduced package sizes with the same price point. The least
preferred option -- the introduction of slightly lower quality
items with the same price point.
"The reality is that consumers still need to feed their families
during these tough times. The challenge for them is how to get it
done in the most economical way possible without sacrificing
quality," added Klauser.
Additional key study findings include:
-- To help balance their budgets, 55 percent, 50 percent, and 41 percent
of survey respondents stated they would "reduce spending a lot" on
entertainment, vacations, and clothing, respectively;
-- Shoppers are less willing to cut back their spending on home
heating/cooling costs, household necessities (food/personal/home care
items), housing (mortgage/rent, taxes, maintenance expenses), and
healthcare -- only 18 percent, 14 percent, 8 percent, and 7 percent,
respectively, responded that they would reduce their spending significantly
on these items;
-- The top two savings tactics used by shoppers include "only buy when
it's on sale" and "use coupons whenever I buy this product";
-- The top dozen categories shoppers will not abandon include (all are
above the 98 percent category level): anti-perspirant and deodorant;
batteries; canned vegetables; fresh meat and seafood; hair care; household
cleanser; laundry detergents; margarine; pain relievers and cold medicines;
personal wash; pet food; and tissues and toilet paper;
-- The top five categories where shoppers would reduce their expenditure
if the economy continues to struggle include: air fresheners; cookies;
beer/wine; frozen dinners; and soda/pop.
The Unilever study was based on a proprietary survey of 47,031
Nielsen households and was conducted between March 14, 2008 and
April 3, 2008. The survey was then compared with shopper behavior
as measured among more than ten million shopping trips taken by
consumers during the year ending Q1 2008. The survey is
demographically and geographically representative of U.S.
households.
Winning Shoppers in Turbulent Times builds on three other
successful Unilever Trip Management studies including, Trip
Management: The Next Big Thing (May 2005); Winning the Hispanic
Shopping Trip (May 2006); and Boomer Shoppers: Following the Money
(May 2007).
To download Winning Shoppers in Turbulent Times, visit
http://www.unileverusa.com/ourcompany/aboutunilever/.
About Unilever
Unilever's mission is to add vitality to life. We meet everyday
needs for nutrition, hygiene and personal care with brands that
help people feel good, look good and get more out of life. Each
day, around the world, consumers make 160 million decisions to
purchase Unilever products.
In the United States, the portfolio includes major brand icons
such as: Axe, "all," Ben & Jerry's, Bertolli, Breyers, Caress,
Country Crock, Degree, Dove personal care products, Hellmann's,
Klondike, Knorr, Lipton, Popsicle, Promise, Q-Tips, Skippy,
Slim-Fast, Snuggle, Suave, Sunsilk and Vaseline. All of the
preceding brand names are registered trademarks of the Unilever
Group of Companies. Dedicated to serving consumers and the
communities where we live, work and play, Unilever employs more
than 14,000 people in both the United States and Puerto Rico --
generating nearly $11 billion in sales in 2007. For more
information, visit www.unileverusa.com.
Contact: Dean Mastrojohn Unilever Media Relations 201-894-7760
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