Deloitte produces recent report: The 2010 American Pantry Study : The new rules of the shopping game.

Report summary:-

Without question this recession has changed the way consumers go to market. Impulse shopping is down; frugality, price-value trade-offs, the search for value across multiple channels, and careful analysis of needs vs. wants dominate the new economic culture.

What does this mean for today’s consumer and the companies targeting them? How does a more resourceful and informed consumer impact the role of brands, shopper channel planning and brand trade-off strategies?

About The 2010 American Pantry Study

Deloitte LLP (Deloitte) is pleased to present The 2010 American Pantry Study: The New Rules of the Shopping Game, a joint project between Deloitte and Harrison Group designed to quantify changes in consumer behavior and provide packaged goods executives with a sophisticated understanding of the consumer and how to compete in this environment. It explores how issues of post-recessionary purchasing resourcefulness among consumers impacts the role of brands, shopper channel planning and brand trade-off strategies.

The study is based on both qualitative and quantitative research conducted in April 2010. Over 2,000 adult American shoppers participated in a 50-minute online survey that explored 21 categories, 18 store types and over 150 brands in addition to lifestyle elements including sources of information, influence, media behaviors, shopping and brand attitudes and much more. In addition, four focus groups were conducted in two major cities with primary shoppers.

In the report, consumer products executives will find a rich analysis of the reasons why people buy and how consumers appear to have changed during these challenging times.

We explore the five “W’s” in American purchase patterns: who buys what, when, where and why, including detailed analysis of how:

* Shopping patterns have evolved for the resourceful shopper
* Channel usage and expectations are changing rapidly
* Brands must retool to remain relevant in changing times

Click here for more information on Deloitte's report. The Executive Summary, the Fast Facts and a Deloitte Insight's episode on this topic by Pat Conroy, vice chairman and U.S. Consumer Products leader, are all available.