Findings Forecast How Manufacturers Will Connect with Consumers in the 2009 Marketplace
NEW YORK, Jan. 28 /PRNewswire/ -- BrandSpark International's Best New Product Awards (BNPA), one of the largest North American consumer survey programs focused on new product development and innovation, today revealed research and insights from its first American Grocery Shopper Study.
The study, which surveyed more than 50,000 U.S. shoppers, revealed key findings in the areas of current and future spending habits, brand preferences, attitudes toward organics and environmental accountability, and a profile of today's "early adopter" shopper. The survey follows the December 30th announcement of the 23 winners of the first U.S. Best New Product Awards.
At a New York breakfast today presented by consumer media partner Better Homes and Gardens, Robert Levy, President and CEO of BrandSpark International and founder of the BNPA announced key findings* on:
Consumer Spending and Confidence
Some of the top lifestyle changes consumers are making to cope with the current economic state include: "eat out less/eat in more," "turn down the thermostat," "be more efficient with my shopping trips," and "buy less name brand products/buy in bulk."
- 52% of U.S. grocery shoppers said they plan to eat at home more often than last year.
- 96% of shoppers considered it important that any new product provide them value for the dollar.
- Over 80% of consumers said they will spend the same or more on essential personal care products as they did last year.
- When respondents were asked to name their most trusted grocery store brands, Kraft topped the list, followed by Campbell's, General Mills, Procter & Gamble, Johnson & Johnson, Kellogg's, Betty Crocker, Del Monte, Tide and Clorox.
Green and Natural Products
- 70% of consumers are motivated to buy products that are better for the environment, but only 40% are willing to pay more for those products.
- 75% of consumers believe that some companies are exploiting environmentally friendly claims for marketing purposes.
- 58% of shoppers consider it important for a new product they purchase to be "natural."
- 78% of shoppers believe that manufacturers have a long way to go to reduce the amount of packaging.
Health and Wellness
- Shoppers revealed health as a greater priority, with 68% reporting increasing concerns about their health.
- Consumers are becoming increasingly concerned about chemicals in products: 68% expressed increased concern about chemicals in food products; 63% in household products; 57% in skin care products.
- Over 80% of respondents believe that making better food choices can prevent illness.
- 71% of consumers are concerned about the added health claims of products they purchase.
Early Adopters
"The survey revealed that "early adopters" show stronger brand loyalty and prefer products that are environmentally friendly and offer improved technology and innovation," says Levy.
- 80% of shoppers who qualify as "early adopters" - first to try new products - are women.
- In relation to the larger shopper demographic, early adopters are more receptive to the influence of internet, social media and magazines: early adopters spend 50% more time per week reading magazines and 50% have downloaded coupons off the internet
"This survey provides a roadmap for manufacturers, allowing them to pinpoint their efforts on those areas that are most important to shoppers today," says Levy. "We have uncovered what matters most to shoppers, who they're listening to, where they're willing to spend, and what shopping trends we can expect in the year ahead."
For more information on the American Grocery Shopper Study and a complete list of winners of the Best New Product Awards please visit www.BestNewProductAwards.com.
*Please credit all data to BrandSpark International's American Grocery Shopper Study
About the Study
The Best New Product Awards survey was conducted between November 17 - December 19, 2008. The survey included key questions about individual product appeal, intent to repurchase, consumer confidence level, expected future spending habits, and a number of other insight provoking queries.
In total, a sample of 51,295 qualified grocery shoppers were surveyed, weighted (MRI) by region, language, age, and gender. This year, 77 products were evaluated, with 23 winners chosen from 38 leading manufacturers in categories that included cereal, juice, ice cream, anti-aging skin care, oral care, mascara, shampoo and household cleaners. Each category had a minimum of three products from at least two different manufacturers. In order to win, the product had to score highest on product appeal and also highest on re-purchase intent among those who had purchased the product.
About BrandSpark International
BrandSpark International is an independent brand strategy firm with a strong grasp on North American consumer segmentation, innovation and new product research. We strive to provide strategic insights providing clients with clear direction and actionable results.
About Better Homes and Gardens
Better Homes and Gardens is America's largest enthusiast magazine, fueling and satisfying readers' desire for improving their homes and their lives. With a circulation of 7.6 million and a readership of nearly 38 million, Better Homes and Gardens delivers smart, approachable editorial on design and individual style, decorating and gardening, food and entertaining and personal and family well-being.
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