‘Value’ Tops Global CPG Shopping Lists

August 13, 2009

This article is included in these additional categories:

Analytics, Automated & MarTech | Asia-Pacific | CPG & FMCG | Europe & Middle East | Retail & E-Commerce

Though tasty food and convenient home and personal products are important to shoppers, the value consumers get for their money is the utmost priority when they are shopping in these categories, according to a survey by Ipsos Marketing.

When asked what thoughts crossed their minds when deciding to purchase food, household and personal products on their most recent grocery shopping trip, almost two-thirds (64%) of consumers in 22 countries indicate they consider “value for the money.”

The survey also revealed that the factors that go into purchase decisions for both food and household/personal products are nearly identical on an overall basis, though there are interesting differences among countries.

Factors In Food Purchase Decisions


For food product purchasing decisions, global consumers are most likely to consider value and taste, with nearly two-thirds citing these as decision-making factors. Following value and taste, consumers are most likely to consider the quality (55%) and expensiveness (50%) of the food product and then healthy ingredients (44%).

Factors in Household/Personal Product Purchase Decisions


The criteria for making decisions to purchase household and personal products are nearly identical to those for food: Nearly two-thirds of consumers consider value when making the decision to buy a household or personal product, followed by quality (54%) and expensiveness (49%). Convenience is a more important factor in household and personal product purchase decisions than in food purchase decisions (48% vs. 34%).

Being environmentally friendly, while on both lists, is farther down than these other factors. Other recent data from Ipsos Marketing indicates that consumers do care about being environmentally friendly, but are not willing to sacrifice convenience to do so.

Similarly, a study by Generate Insight found that teens are also more likely to choose less expensive over “green” products.

Regional Differences

When compared to other countries in the study, more consumers in France (81%) and Canada (79%) are more likely to mention value as a decision-making factor when they go food shopping.

In contrast, consumers in Russia (51%) and Brazil (52%) are least likely to mention value as a decision-making factor, the study found.

About the survey: The study was conducted by by Ipsos Marketing, Consumer Goods via the Ipsos Global @dvisor, an online survey of citizens around the world. Interviews took place in October and November of 2008. Approximately 1,000 interviews were carried out in each of 22 countries: Argentina, Australia, Belgium, Brazil, Canada, China, Czech Republic, France, Germany, Great Britain, India, Italy, Japan, Mexico, The Netherlands, Poland, Russia, South Korea, Spain, Sweden, Turkey and the US.

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