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With consumers making sweeping changes to grocery spend, cutbacks are on the menu for every category. To learn how to navigate them, talk to us about consumer insights today.
From drinks to dessert, every course on the menu will experience challenges this quarter. To better understand the impact in different categories – as well as uncover the hidden opportunities for brands – we surveyed 2,000 working-age American consumers.
Alcohol is one of the hardest hit categories, with 49.0% of shoppers buying less than they did previously. Consumption has fallen dramatically; 32.6% are consuming alcohol less frequently, and 21.2% have stopped consuming it altogether because of inflation.
Takeaway: Consider a social media promotion campaign.
Coca-Cola and Pepsi are the beverage brands that enjoy the most loyalty, but even these two giants aren’t safe from downtrading. Nearly 34% of consumers have already switched to a cheaper beverage brand; Gen Z are the demographic most likely to swap.
Takeaway: Consider offering smaller drink sizes with a lower RRP.
Our retail sales team suggested there might be a shift in the coffee category; moving from foodservice back to the grocery store because of inflation. So we did a quick survey, and sure enough, there really does appear to be a shift.Andrea Ramirez, Consumer & Customer Market Insight Manager, Torani
Our retail sales team suggested there might be a shift in the coffee category; moving from foodservice back to the grocery store because of inflation. So we did a quick survey, and sure enough, there really does appear to be a shift.
Brand switching is highest in the savory snacks category: 48.9% of people have switched. But they’re not just trading down; 39% say they’re shopping less for snacks, too. There’s also rationing going on in the snacks category, with 28.7% of consumers eating smaller servings.
Takeaway: Consider individually portioned packs.
Supersize me? Nope. Thanks to inflation, consumption of fast food is on the decrease. 48.4% of consumers say they are consuming it less frequently, and a further 20.3% are eating smaller servings. This trend is most pronounced for Gen Z: 30.5% visit fast food restaurants frequently, but they’re buying smaller and cheaper meals.
Takeaway: Consider introducing a dollar menu.
Nearly 37% of US shoppers have switched to a cheaper brand in the sweet snacks category, with Millennials most likely to have changed their allegiance. Of all sweet brands, Hershey’s and Reese’s Pieces have the most brand loyalty.
Takeaway: Consider in-store promotions.
✅ Learn about your brand awareness and loyalty
✅ Understand how to adapt pricing, pack sizes and distribution
✅ Know who your closest competitors are
✅ Test messaging and make your marketing dollars count
✅ Uncover hidden opportunities
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