When shopping at the supermarket, consumers' brand loyalty to pet products far exceeds that seen for baby and toddler products, according to a survey conducted by InsightExpress, examining in-store awareness techniques and consumer motivations...
The survey of 500 American grocery shoppers revealed that consumers report little brand loyalty when shopping for themselves or their children at the supermarket. Brand loyalty to baby food and baby items was rated at only 27%. However, more than half of consumers purchasing pet food (53%) said they are more likely to stick with one brand. The three types of product to which people are most loyal are pet foods, soft drinks, and condiments.
| Product category | % loyal shoppers |
| Pet food | 53% |
| Soft drinks/juices | 41% |
| Condiments | 33% |
| Baby items & food | 27% |
| Pasta sauce | 26% |
| Cereal & breakfast foods | 24% |
| Ice-cream/novelties | 19% |
| Cheese & dairy | 19% |
| Household cleaners | 19% |
| Snacks (cookies, chips & crackers) | 19% |
| Frozen dinners/pizza | 18% |
| Milk and eggs | 17% |
| Pasta and rice | 16% |
| Meats/poultry | 15% |
| Canned goods | 14% |
| Baking products | 14% |
When asked about the most compelling reasons for switching brands, nearly four in five consumers cited price (78%). Other reasons included product quality (66%), an available promotional offer or coupon (40%), and availability of other products or brands (33%).
"In an attempt to affect loyalty and drive purchase behaviour, stores and manufacturers have been using an ever-increasing array of tactics - not all of which are effective," said Lee Smith, president of InsightExpress. "Traditional, tangible methods should be the methods of choice."
Awareness drivers
The survey's participants indicated that weekly store flyers produced the highest level of awareness, translating into the greatest level of sales, followed by in-aisle coupon dispensers and individuals offering free samples.
The following table shows the methods of driving awareness, along with the percentage of consumers who notice each method, and the percentage of consumers whose purchasing is influenced by them:
| Product category | % aware | % influenced |
| Weekly store flyers | 84% | 83% |
| In-aisle coupon dispensers | 79% | 46% |
| Person offering free samples | 74% | 49% |
| Store window adverts | 49% | 48% |
| Store announcements | 37% | 37% |
| Above-aisle product banners | 35% | 30% |
| Shopping cart adverts | 35% | 11% |
| On-shelf flashing lights | 30% | 24% |
| Product trial packages | 29% | 66% |
| On-floor product adverts | 19% | 17% |
The survey also revealed that while 86% use a shopping list, only 28% adhere strictly to the list they created at home, and are uninfluenced by in-store promotional activities.
"Marketers must recognise the tremendous power and influence they have when consumers are walking the aisles of their favourite supermarket. With shoppers spending an average of 47 minutes in the store, there are enormous opportunities to induce trial," explained Smith. "Understanding what drives decisions in the stores helps consumer packaged good manufacturers compete, increase revenue, and gain market share."
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