Declining consumer confidenceraises the likelihood of additional Americans taking on the shopping behaviorof low-income consumers, says global consulting and research firm PromarInternational. “The souring consumer outlook on the economy ultimatelyaffects food sales,” according to Promar senior consultant, John Kauke. “Itdoesn’t get as much media play as the big-ticket manufacturing sectors, butindividuals and families hit with pink slips or the threat of one will adjusttheir food dollars accordingly. They will still buy food, of course, but theymay go about it in a way that tracks more closely with the behavior of low-income US consumers.”
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That, says Promar, means greater attention to detail in the shoppingprocess; but not necessarily to the exclusion of branded offerings. Promar’sstudy of the low-income food consumer in the United States examines, amongother things, this group’s keen brand loyalty. A group, Kauke points out,that comprises over 45 percent of all food consumers and 40 percent of retailfood sales. “It’s not at all unrealistic to think more people will emulatethe approach embraced by low-income shoppers of zeroing in on genuine valuepropositions, and passing on those products that do not pass muster. Like itor not, food manufacturers will find themselves taking a critical look atwhere their products fall on the value spectrum — and more importantly wherethey need to be — in order to connect with more dollar-conscious consumers,”cautions Kauke.
Promar’s study, “The Upside of Downscale: Marketing to US low-incomeconsumers in the decade ahead” closely examines the food preferences of low-income consumers and the factors likely to influence their food choices overtime. It goes on to outline strategies that take into consideration theretail, pricing, and branding considerations of this market. Study details, including a table of contents and sample pages, by clicking here.
