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Food and Beverage Consumer Trends in the US: Winning Strategies in a New Decade
Datamonitor, March 2011, Pages: 182
Introduction
In the aftermath of one of the most dynamic recessionary periods in history, it is crucial that the FMCG industry recognizes how consumer attitudes and behavioral traits are shifting. These changes are taking place against a back drop of a changing demographic population in the US and a consumer base whose stated attitudes are not always manifested in actual buying behavior
Features and benefits
- Ensure that new product development, positioning and marketing activities align with the key short and long-term trends influencing consumer behavior
- Recognize what traits enhance perceptions of value and what product attributes consumers are genuinely willing to pay a premium for
- Understanding consumer attitude-behavior gaps and understand why this is, to see where changes need to be made to product/ marketing claims
Highlights
- The recession has brought about a greater focus on value, meaning it is vital that industry players recognize what attributes most influence these perceptions. To determine this, it is crucial that the issues of health, convenience, sensory appeal and ethics are analyzed, as well as key opportunities and threats facing the food and drink sector.
- Industry players also need to recognize how an aging population and the rise in non-nuclear family households will influence shopping behavior in the long-term, as well recognizing what product attributes and marketing messages have the most influence on consumer buying behavior on a day-to-day basis.
Your key questions answered
- What are the key attitude and behavioral traits influencing shopping habits in the US?
- What factors most encourage consumers to trade-up and what product attributes have little influence on willingness to pay a premium?
- What product attributes are most influential in determining perceptions of value when buying grocery products?
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