Mastering Nuances is Key to Meeting Shoppers` Changing Needs, according to IRI Report

CPG Marketers with Intimate Understanding of how Consumers are Wired and a Deft
Ability to Market to the New Consumer Will Win Game in Long Run
CHICAGO--(Business Wire)--
Underneath all the news coverage highlighting the dichotomy between a range of
economic indicators that point to a recovering economy and the persistently
increasing unemployment rate are many subtle behaviors from shoppers that
combine to form significant trends. The latest IRI Times & Trends Report,
"Zero-Moment of Truth: Redefining the Consumer Decision-Making Process," takes
an in-depth look at how shoppers learn about, plan for and execute their
consumer packaged goods (CPG) shopping trips and how these behaviors have
changed in response to a prolonged period of economic unrest.

Perhaps the most salient of these trends is represented by where consumers make
their CPG decisions. As late as 2007, 60 percent of shoppers made their
decisions at home and 40 percent in the store. However, in July of this year, 83
percent of shoppers stated that they are making their purchase decisions at
home, an astounding 23 point increase. In addition, 64 percent of shoppers now
make a list prior to visiting a store.

"While there is a stereotype that it is aging boomers who are most likely to
make shopping lists, clip coupons and generally practice the most draconian
money-saving strategies, it is actually Millennials, shoppers under the age of
30, that represent the most frugal consumer segment," says IRI Shopper Marketing
& Innovation President Thom Blischok. "In fact, this group is most heavily
represented in four out of seven money-saving activities researched by IRI.
Additionally, our research indicates that Millennials` frugal ways will persist
long after the recession ends."

Consumers are still relying heavily on store fliers for their at-home research
and coupon clipping. Even though Internet coupons totaled just 1 percent of
total coupons printed in 2008, this statistic belies the importance of the
Internet in several ways. First, that 1 percent represents an 80 percent
increase over a single-year period, and 44 percent of shoppers indicate they are
looking online to find coupons. Finally, among those who receive
permission-based e-mail from a CPG company, an enormous 91 percent have
downloaded or printed a coupon based on that e-mail.

In-store shopper behaviors have also changed during the past several years.
Recent IRI research indicates that 54 percent of shoppers notice promotions in
the shelf area of the store, a significant seven point increase versus 2004.
However, the same report also reveals that the time shoppers spend in front of
the shelf has dipped from 49 to 43 seconds during the same period of time. CPG
companies and retailers must take note of these critical changes and be
succinct.

CPG retailers and manufacturers seeking to understand and deliver against the
new consumer mindset should consider the following action items:

* Product Marketing: Collaborate with key retail or manufacturer partners to
facilitate consumers` list-making efforts with innovative programs combining
convenience and savings, such as buy one/get one and discounts on combined meal
ingredients/components, etc.
* Customer Marketing: Work with key retail or manufacturer partners to create
cross-merchandising and cross-promotional programs which feature products that
are complementary to targeted trip types.
* In-Store Marketing: Closely tie in-store efforts with externally-targeted
promotional campaigns to reinforce/solidify purchase decisions made prior to
entering the retail environment.

About the Report

The IRI Times & Trends Report, "Zero-Moment of Truth: Redefining the Consumer
Decision-Making Process," is available from IRI, the leading global provider of
consumer, shopper, and retail market intelligence and insights for the consumer
packaged goods (CPG), retail, and healthcare industries. The findings of this
report were compiled based on IRI Consumer Network™ and IRI Shopper Insights
Advantage™. To download the report, visit
http://us.infores.com/page/news/times_and_trends.

About Information Resources, Inc.

IRI is the world`s leading provider of consumer, shopper, and retail market
intelligence and insights supporting 95 percent of the FORTUNE Global 500
consumer packaged goods (CPG), retail and healthcare companies. Only IRI offers
the unique combination of integrated market information, automated and
predictive analytics, innovative enabling technologies, and domain expertise.
With IRI, leading retailers and manufacturers are able to quickly discover
breakthrough insights driving smarter decisions and actions across the
enterprise for breakthrough results. Companies around the world depend on IRI
for improved productivity, stronger brands, and dramatic revenue growth. For
more information, visit http://us.infores.com.

IRI
John McIndoe
E-mail: john.mcindoe@infores.com
Phone: (312) 474-3862
Fax: (312) 726-1091
or
Shelley Hughes
E-mail: shelley.hughes@infores.com
Phone: (312) 474-3675
Fax: (312) 726-1091

Copyright Business Wire 2009