Research on Retail
Study finds young shoppers buying more private label products and demonstrating more store loyalty.
A new nationwide study of consumers in the 25 to 45 age group indicates that these consumers are increasingly demonstrating loyalty to the stores they use for household grocery purchases. The report, entitled “The Rise of Loyal Shoppers,” from the Private Label Manufacturers Association (PLMA), challenges conventional wisdom that consumers regularly shop at anywhere from three to five stores, chasing after promotions and the lowest prices.
“This latest study indicates that many long-held assumptions—shaped by years of market dominance by the Baby Boom generation —are no longer true,” says Brian Sharoff, president of PLMA. “Buffeted by a severe recession, a revolution in communications, media and advertising, and a retail landscape that bears little resemblance to what existed less than a decade ago, today’s consumer is not the same shopper we used to know.
The PLMA study focused on 1,059 men and women ages 25 to 45 and its major findings include:
These consumers shop often, but a majority does their regular grocery shopping at only two stores. The rate of shopping trips is high: more than eight in 10 of consumers shop at least weekly.
These younger consumers have been loyal to their favorite stores for years. Six in ten have regularly shopped at their grocery store as well as their mass merchandiser for more than five years. Half have shopped at their drugstore for that long.
About half of the respondents buy private-label products “always/almost always/frequently” in their supermarkets, drug stores and mass merchandisers. In 2002, the corresponding figures for all consumers were: 36% in supermarkets, 22% in drug stores and 28% in large discount chains/mass merchandisers.
Luxury on the Hudson
Luxe Pack returns to Pier 92 in New York City to swing the spotlight back on creativity.
This year’s Luxe Pack New York will be focused on creative packaging options for the beauty, wine and spirits, gourmet food, jewelry, fashion and accessories, and other high-end markets. The show company expects a minimum of 200 packaging suppliers to exhibit at the event, which will be held May 13 and 14, at Pier 92.
Nathalie Grosdidier, executive director for Luxe Pack remarks, “Luxe Pack New York is a melting pot of the most innovative options and expertise for all professionals involved in packaging development.”
The show has also revamped its conference program, including a new smart and active packaging panel discussion to be led by Package Design’s editor-in-chief. At 11 a.m. on May 13, Linda Casey will be joined on stage by Ed Ickowski, executive vice president of sales for T+ink; Ignacio López Baillo, global sales and marketing manager at Derprosa; and Jérôme Pichot, luxury packaging business director, sales and marketing director for Priplak at Arjowiggins Creative Papers.
This panel discussion will explore the future of marketing packaged goods, and the role smart and active packaging will play in the success of the brand leaders. Designers and marketers will want to come to this session to learn about the technologies that will help propel brands into leadership positions and be inspired to create marketing programs that exploit smart and active packaging’s full potential to deliver business results. For more information about the show or to register, visit www.luxepack.com