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Profiles Of The U.S. Food Shopper
By Mona Doyle and Ellen Neuborne
TABLE OF CONTENTS
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Introduction: Food Shoppers Are Exercising Their Power
How Much Power Do Consumers Perceive They Have?
Exhibit 1.1: Consumer Perceptions Of How Much Power They Have When Purchasing Selected Products
Choice = Power
Executive Summary
PART ONE: In Shoppers' Own Words
Chapter 1: Americans Are Rethinking Dinner Time
Justifying Eating Out
Exhibit 1.2: Reasons Why Consumers Eat Out
Choosing Specific Chains / Avoiding Specific Chains
Exhibit 1.3: Why Consumers Choose One Restaurant Over Another
Assessing The Restaurant Chains
Exhibit 1.4: Why Consumers Avoid Specific Restaurant Chains
Making The Choice
Applebee's Gets The Pitch Right
Dining Al Fresco
Chapter 2: Taking To Takeout
Exhibit 1.5: Reasons Why Consumers Purchase Takeout Food To Eat At Home
Localization Of Takeout Counters Chain Restaurant Uniformity
Desserts To Go
Eating Takeout At Home
The Ultimate Carry-in Dinner Party
Chapter 3: Customer Service — It's All About Time
Abandoning The Shopping Cart — And Why
The Shopper Mantra: Don't Waste My Time
Exhibit 1.6: Wasting Shoppers' Time Has Become The Biggest Consumer Irritant
Shoppers Seek "Positive Human Contact"
Congestion Pricing
Speeding Up The Shopping Process
Exhibit 1.7: Supermarket Shoppers' Retail Improvement Wishes
Chapter 4: Changing Perspectives On Work, Time & Convenience
Ready-To-Serve Saves Shoppers Food Prep Time
Paying the Premium For Pre-cuts
Work Worth Avoiding
"It's Great, But Is It Easy?"
Bagged Salad Shifts Work/Health Paradigm
Handles For Easier Handling
Less Work For Wine Drinkers
Chapter 5: The Impact Of An Aging Population On Food Shopping
Exhibit 1.8: Product And Service Categories Perceived As Senior Friendly By Those 60-74 And 75+
Exhibit 1.9: Stores & Formats Perceived As Senior Friendly By Those 60-74 And 75+
Chapter 6: Adapting To Diversity
Multilingual Gripes
Eating Ethnic
Value-added, Time-saving Vegetables Support Ethnic Foods Trend
Chapter 7: National Brands, Store Brands And Private Labels
The National Food Brand Weakness Scenario
National Consumer Brands Stand Up
Branded Flowers? You Bet.
Exhibit 1.10: How Good A Job Retailers Do Selling Flowers & Plants
Chapter 8: Are Food Shoppers Breaking Free Of Brand Ties?
Brand Versus Other Influencers
Exhibit 1.11: Influence Of Price, Brand, Packaging, Freshness, And Item On Purchase Behavior In 25 Supermarket Categories
Exhibit 1.12: Quality Perceptions For Packaging And Labeling Of Store Vs. National Branded Products
Discerning Value For Store Vs. National Brands
Impact Of Customer Irritants On The Decision Where To Shop
Wal-Mart's Equate Brand
Exhibit 1.13: Customer Irritants At Food & Other Retail Outlets
Out-of-stock Stories
Trade-offs Consumers Make In Deciding Which Stores To Shop
Bombarded By Choices
Variety Overload
Supermarket Shoppers Focus On Price
Exhibit 1.14: Price Comparison Between H-E-B And Wal-Mart In San Antonio, TX, 16 Selected Items
Could Item Pricing Return?
Price Labeling Is An Issue For Food Shoppers
Chapter 9: The Consumer Quest For Integrity And The Green Movement
Exhibit 1.15: Ten Environmental Concerns Shoppers Talk About
Chapter 10: Packaging
Resealable Bags
Coordinating New Product / Packaging Innovation With Marketing
Hoping For Clearer Labels
Info Beyond The Label
Cooking Instructions
Medication: Packaging, Labeling & "Selling" Consumer Compliance
Chapter 11: Consumer Perceptions Of Food Advertising & Marketing
A Question Of Trust
Exhibit 1.16: "How Much Do You Trust Each Of The Following To Tell You The Truth, Honor Their Ads, Live Up To Their Claims And Promises, Charge Fair Prices, Behave Ethically, Etc.?"
Advertising Claims
Focusing On Freshness
How Much Are Consumers Really Put off By Advertising?
Out-of-the-box Advertising
Drug Advertising Setbacks
Exhibit 1.17: Consumer Perceptions Of Drug Industry Advertising
Chapter 12: Supermarkets
Sensing Quality Shortfalls
Exhibit 1.18: Shopper Ratings For Supermarket Departments They Use
Whole Foods As The "Dining Out Alternative"
Exhibit 1.19: Reasons For Spending More At Whole Foods
Skipping The Supermarket
In-store Sampling
PART TWO: Food Shopping By The Numbers
Chapter 13: What Are We Eating?
Exhibit 2.1: Health / Nutritional Characteristics Sought By Food Shoppers
Organics Bloom
Healthy Habits On The Rise
We're Tempted By Treats
Diets Bore Teens
Exhibit 2.2: U.S. Consumers Who Regularly Check For Nutrition Information On Packaged Food Labels
Exhibit 2.3: What Consumers Want To Know About Food They Buy To Eat At Home
Savvy Shopping Is Harder Than It Looks
Convenience Is King
Look Who's Snacking
Exhibit 2.4: Reasons For Eating On The Go
Exhibit 2.5: The Top Place For Eating On The Go
What Are The Kids Eating?
Exhibit 2.6: Favorite Teen Snacks
Chapter 14: Household Trends
Stocking The Average Household
Who Spends The Most
Who Spends Less?
What's For Dinner?
Kosher Foods Are On The Rise
Exhibit 2.7: Why Consumers Buy Kosher Products
Exhibit 2.8: Sales Of Kosher Products Through Food / Drugstore / Mass Merchandiser & Natural Supermarket Channels, By Segment
Fire Up The Barbie
Chapter 15: What Are We Drinking?
Water
Exhibit 2.9: Factors Influencing U.S. Bottled Water Purchases
Exhibit 2.10: U.S. Bottled Water Sales By Category
Coffee
Exhibit 2.11: U.S. Retail Sales Of Coffee, By Retailer Type
Exhibit 2.12: U.S. Foodservice Sales Of Coffee, By Venue
Alcohol
Exhibit 2.13: U.S. Alcoholic Beverage Market, By Dollar Volume
Exhibit 2.14: Top 10 U.S. Wine Brands
Soft Drinks
Exhibit 2.15: U.S. Soft Drink Market, Volume, By Segment
Chapter 16: Everyday Eating
Exhibit 2.16: Per-Household Restaurant Expenditures During An Average Week
Exhibit 2.17: Menu Items Identified By Restaurant Operators As Gaining Popularity
Exhibit 2.18: Average Number of Visits To Restaurants In Past 30 Days, By City (Fast Food and Fast Casual)
Whose Tab Is The Biggest?
When Eating Out Eases
Chapter 17: Food — How We Buy It
The Typical Grocer's Take
Exhibit 2.19: What's In The Way Of Shopping For Healthier Food?
Exhibit 2.20: What Would Help Shoppers Better Shop For Healthier Food?
Food Budgets Vary By Region
Exhibit 2.21: Media That Most Influence Consumers' Grocery Buying Decisions
Exhibit 2.22: How Often Consumers Use Coupons
Why We Buy: Food
What We Think Of Stores
Exhibit 2.23: Proportion Of Adults Who Most Often Buy Selected Private-Label Categories
Bucking Brands
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