94% of Americans say they will remain cautious and keep their food, beverage and household goods spending at current levels even if the economy improves, according to results from Deloitte’s “2013 American Pantry Study.” The survey results indicate that consumers’ recession-sparked frugality has endured, as 70% agree that even though they’re spending less on products now, it doesn’t feel like they’re sacrificing much. Those attitudes translate to their brand loyalty, too: just 27% of respondents interviewed last year said they intend to purchase more national brands instead of store brands as the economy improves. That’s down from 35% in 2011 and 2010.
At the same time, the percentage of respondents who are buying store brands in categories they never have purchased before rose from 32% in 2011 to 38% in 2012. And almost 9 in 10 say they have found several store brands that are just as good as national brands, so they can save money without giving up anything.
On average, just 29% of brands qualified as “must have brands,” meaning that shoppers would buy them whether or not they are on sale. That’s down from 31% in 2011 and 33% in 2010.
- 58% of respondents indicated that they use grocery “shopper loyalty cards” in grocery stores every time they shop, up from 47% in 2011 and 44% in 2010.
- 49% of 21-29-year-olds are extremely or very interested in using coupons sent to their mobile phone that they can scan at check out. That figure declines to just 15% among 60-7-year-olds.
- About 4 in 10 21-29-year-olds are also interested in using a smartphone to download coupons, up from 38% the previous year.
About the Data: The 2013 American Pantry Study was commissioned by Deloitte and conducted online by an independent research company in January, 2013. The survey polled a sample of 4,047 ï¿¼consumers and has a margin of error of plus or minus 2% points.