About the Study
II of SN's annual Survey of Manufacturer Promotional Practices.
Results are based on an online poll of 102 primary household shoppers. The survey was developed and commissioned by SN and executed last month by InsightExpress, a Stamford, Conn., market research firm.
Women accounted for 54% of the participants. Nearly one-quarter of respondents are between the ages of 55 and 64; 17% between 35 and 44; and 17% between 25 and 34. Twenty percent said they spend between $100 and $149 on groceries each week.
Part I, which highlighted where manufacturers said they are putting their promotional dollars, ran in the Sept. 5, 2005, issue of SN.
Helpful Hints
Consumers are looking for quick-and-easy meals, and are going online for help
Which of the following online activities have you participated in this year?
Went online to find health-oriented recipes 20%
Obtained product recipes 46%
Signed up on a manufacturer's Web site for a sample 38%
Source: Online poll commissioned by SN and conducted by InsightExpress in Oct. '05
Here's to Your Health
Health and wellness products meet strong consumer demand
I'm buying more health-oriented groceries.
Agree 52%
Disagree 35%
Undecided 13%
I'm on the lookout for whole-grain products more than I used to be.
Agree 44%
Disagree 19%
Undecided 37%
Source: Online poll commissioned by SN and conducted by InsightExpress in Oct. '05
Coupon Rebellion
Consumers are lashing out against coupons that have multiple-purchase requirements
I will not use a coupon if it requires me to purchase more than one product.
Agree 51%
Disagree 31%
Undecided 18%
Source: Online poll commissioned by SN and conducted by InsightExpress in Oct. '05
Making the Switch
Sampling can create a new group of brand users
I would consider switching brands if I liked the free sample.
Agree 72%
Disagree 3%
Undecided 25%
Source: Online poll commissioned by SN and conducted by InsightExpress in Oct. '05
Taste Testers
Consumers would like to receive more samples at the store
32% I currently receive samples that are handed out in the store.
60% I prefer to receive samples at the store.
The Club House
Supermarket loyalty clubs don't impress certain shoppers
8% I shop repeatedly at the same supermarket because it has a baby, pet, wine or other "club."
33% I don't believe that supermarket baby and other clubs offer any value.
Source: Online poll commissioned by SN and conducted by InsightExpress in Oct. '05