New research from TNS Retail Forward presents some sobering insights for CPG brand marketers. Consumers generally will not give a second thought to switching to another brand.
Sandy Skrovan, senior vice president with TNS Retail Forward and author of the Shopper Update, Food Drug Mass - Shopping Influencers, said in a press release, "Few brands are immune to switching behavior. Shoppers can be swayed by everything from promotions to packaging to product placement to pressure from their own family members."
According to the study's findings, three out of four shoppers consider different brands when purchasing and are open to making a switch. The categories (18 were studied) where a switch was most likely to be considered were snack crackers, shredded cheese and potato chips.
Categories where consumers were most likely to stick with a brand were pain relievers, laundry detergent and carbonated beverages. Even in these product categories, more than half of those surveyed said they consider purchasing other brands during shopping trips.
Discussion Questions: What are CPG manufacturers to take from TNS Retail Forward's research? What should this mean for how retailers purchase products and how they visually merchandise stores?