The results of the Miller Zell’s 2009 Shopper Behavior Survey were presented this morning at the National Retail Federation Big Show Expo in New York in a joint presentation between the company and Unilever North America.
Results show that fifty percent of shoppers are spending less in overall categories however sixty-two percent are spending the same or more in grocery. What does this imply about how shoppers are thinking? How does this impact grocers and manufacturers? Diverging results between the sexes is telling, but equally impactful is what the study revealed about how shoppers overall are effected by the current economy.
Key findings of the study include:
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The general trend across age, gender and income was to reduce spending, trade down and brand switch to private label product with 87% of respondents switching brands
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68% of shoppers are staying home versus eating out
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5 out of 10 shoppers have brought special occasions or family nights into the home
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Wage earners exceeding $100K were far more negative about the economy than all other wage earning categories
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[...] in exchange for eating in with a glass of wine or bottle of beer. This is consistent with the Miller Zell Shopper Survey that showed 50% of shoppers are spending less over all categories but increasing spending in grocery [...]
[...] Miller Zell, 2009 Shopper Behavior Survey, 1/12/2009 [...]
[...] Miller Zell, 2009 Shopper Behavior Survey, 1/12/2009 [...]