Survey: Recession Has Made Us Smarter, More Efficient Shoppers

If you’re looking for an upside to the last few years of economic doldrums, here’s some news for you. The results of a new survey demonstrate that Americans have become more focused, efficient and less impulsive when it comes time to do their shopping.

According to the 2011 Annual Pantry Survey from the folks at Deloitte, 75% of the more than 4,000 respondents believe they are smarter shoppers than they were a year ago, while 86% stated they are getting more precise about the purchases they make. Eight out ten respondents say they are getting in and out of the store more efficiently.

A big reason for this improved efficiency is the research done before consumers even leave the house. 90% of respondents said they know what they’re buying before they arrive at a store, and 83% go into the store with a specific set of brands in mind.

Eighty percent of shoppers responded that the recession has caused them to realize what brands they care about and which ones they don’t. That includes store-brand products, as 90% of people said that they have already figured out which store brands are right for them and which are not.

And when it comes to saving money, 80% of shoppers say they now do more research and go in to the purchasing process with a pre-determined price point and a potential savings amount in mind. And 66% of consumers say they shop when they know products will be on sale.

“Shoppers today expect to get a deal on the products they purchase,” said Pat Conroy, vice chairman, Deloitte LLP and consumer products sector leader. “With this mindset it is critical that consumer products companies take measures to enhance brand loyalty by connecting early and often with key audiences in environments outside of the store.”