The good news from Deloitte's "New American Pantry" is that the vast majority of consumers don't feel bad about the recession—they actually love it: 81% of those surveyed say they find saving
money, using such techniques as coupons or loyalty programs, fun.
The bad news is for brands everywhere: The more adept consumers get at saving, the less they care about buying a certain brand,
and are more willing to trade down or in favor of a sale than most marketers imagine. Think they've got a favorite brand in many categories? Ha: 51% percent they are no loyal to no more than two to
three brands, in any given supermarket.
"There was a very palpable sense of remorse and embarrassment about the way they used to shop," Pat Conroy, vice chairman and Deloitte's consumer
products practice leader in the U.S., tells Marketing Daily. "They have a real sense of 'I can't believe how wasteful I used to be when I shopped. I didn't even know what was in my pantry and
freezer.' Now, it's almost like they are energized by this new approach—it's like saving money when they shop is a new kind of game, a way to stick it back to the man."