Understanding the Future Grocery Shopper

January 19, 2010

UNDERSTANDING THE FUTURE GROCERY SHOPPER

Northlich and MRSI Release Research Results to Define the New Next Normal

CINCINNATI (January 19, 2010) – Northlich and Marketing Research Services, Inc.  (MRSI) announced today the availability of its highly-anticipated qualitative and quantitative research study results, which uncover today’s consumer grocery shopping attitudes and behaviors triggered by the recession and their implications for the future. As part of Northlich’s study to define the “New Next Normal” for the future grocery shopper, these findings will offer marketers across the nation key insights to re-strategize their engagement campaigns.

 “These findings have major implications for today’s marketers and beyond,” said Brian Newberry, Chief Marketing and Strategy Officer at Northlich. “It’s no surprise that the landscape of marketing will change drastically as a result of consumers’ attitudes and behaviors, but our goal is to help businesses understand how to utilize these insights to reshape their strategies.”

In early October 2009, Northlich and MRSI engaged in discussions with consumers ages 18-64 to uncover their grocery shopping habits before and during the recession. This study aimed to gain key insights around which of these behaviors would survive post-recession.

The research findings from Northlich and MRSI suggest that in an effort to reduce expenses, 80-90 percent of consumers have developed grocery shopping habits they are considerably proud of. Furthermore, these behaviors will remain constant, regardless of how the economic situation may be impacting their peers and the nation’s consumers.

While marketers everywhere are challenged with understanding today’s consumer shopping habits, Northlich’s findings specifically address how the consumer value equation has changed, how shopping habits differ among generations, shifts in brand loyalty and decisions made in-stores.

“Northlich’s strategic insights team has identified several underlying motivators that influence consumers’ selections of brands,” said Newberry. “We invite companies to utilize these insights to help influence behaviors and create meaningful and relevant connections between their brands and consumers.”

Individuals or companies interested in obtaining a copy of Northlich’s research results and learning how these findings can influence brand strategies should contact Ashley Walters at (513) 762-1783 or awalters@northlich.com.

Northlich is nationally recognized for Rehavior™, its proprietary approach to understanding and changing existing behaviors, as well as establishing new behaviors that have a direct impact on brand growth. To learn more about Rehavior and how this approach has helped brands combat the changing consumer landscape visit www.northlich.com.

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posted by preeti thakar January 19, 2010 in Uncategorized, news, press releases, rehavior

comments

Miguel says: January 19, 2010 at 1:32 pm The changing consumer value equation carries significant weight. Understanding how consumers change their perceptions of value will allow marketers to anticipate and react in ways that drive opportunity. Excited to see who joins the conversation. Reply Marcus Beau Hundley says: January 22, 2010 at 1:39 pm Potential values are easier to convey when less choices are presented. The staggering number of choices to make in most grocery isles can be paralyzing. Neuro-economic and I/O psych research on choice has suggested that less choices = Greater confidence in choice and could arguably eliminate allot of buyer remorse. This may translate into conscious or subconscious brand loyalty. Shoppers are looking for value PERIOD. However, one day of enhancing perceptions of value is to lower choices reducing the amount of Value based decisions they have to engage in. Reply