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NEW WORLD. NEW CHALLENGES. NEW OPPORTUNITIES. It's a new world for CPG companies and the brands they sell. First, private-label, store brands have really upped their game in recent years, becoming more competitive than ever. Second, retailers like Aldi and Lidl, that sell predominantly their own private labels, are on the rise and growing aggressively. Third, increasingly, private labels are available online, which means shoppers can buy them for in-store pickup or delivery to practically anywhere in the world. TABLE of Fourth, at any time, a new hotshot brand—think Chobani, Halo Top, La Croix—can come along and disrupt an established product category. CONTENTS A new world indeed. Introduction p. 3 Brandless.com p. 14 EDITOR-IN-CHIEF Of course, new worlds are meant to be explored. They invite discovery. Chris Medenwald, PH.D. And while new worlds are certainly fraught with challenge, they also Name Brands VS pp. 5-6 Buying Private Labels Online p. 15 email@example.com abound in opportunity. Private Labels Which is why Field Agent has assembled this special report, “Brand Walmart.com & p. 16 DIRECTOR Shopping Cart/Kitchen p. 7 Amazon.com Private Labels New World: Exploring the Critical Issues Facing Today’s Brands.” We’ve Inventory Katherine Beebe surveyed thousands of everyday shoppers to help brands understand firstname.lastname@example.org the current branding landscape. Brand-Switching p. 17 Generic Private Labels p. 8 DESIGNER We’re excited to share this report with you, in hopes it’ll serve as a field Head-to-Head Comparison: p. 18 Samuel Gray guide as you make sense of the “brand new world” around us. Aldi & the "Off-Branders" pp. 9-10 Name Brand Yogurts email@example.com Head-to-Head Comparisons: pp. 11-13 Millennials & Brand Loyalty p. 20 Name Brands & Private Labels PUBLIC RELATIONS Cory Nelson Methods & Demos p. 21 firstname.lastname@example.org RESEARCH ANALYST A Hannah Holloway N email@example.com D The Field Agent Blog, Endcaps & Insights, offers a steady stream of information and insights from the ever-changing world of retail Subscribe to the Blog 3 Brand New World Brand New World 4
BATTLE VS OF THE BRANDS How name brands and private-label brands stack up in shoppers’ minds C ompared to their “generic” predecessors of yesteryear, Why purchase name brand packaged groceries and And some retailers are capitalizing on the pull-power of private- Notably, as shoppers look into the future, it’s easier for them to today’s private-label brands are altogether more evolved: household consumables? (2) label goods more than others. Field Agent surveyed customers of imagine purchasing more private labels than fewer. from a one-trick pony trumpeting the lowest price point specific retailers to determine how often they purchase private-label to a well-rounded, competitive product characterized packaged groceries and household consumables from these retailers. Do you expect to be purchasing more or fewer private-label by higher quality, a sleeker image, and more purposeful, strategic 60% 49% 47% groceries and household consumables in 5 years? (2) Quality Coupons Trust management. % of this retailer’s customers who purchase private-label brands from the retailer. (1) Yet, Field Agent’s research into consumers’ perceptions suggests shoppers still predominantly reach for name brands in search of Among those who at least sometimes purchase name brands. (n = 1,997) Walmart 84% 39% 6% Fewer N = 2,007 More quality and private-label brands in search of cost savings. But the lure of lower prices is enough to convince many shoppers to fill their Perceptions of higher quality and feelings of greater trust, which Kroger 83% shopping carts with store brands. some shoppers associate with name brands, may also produce higher levels of customer loyalty. Shoppers told Field Agent they’re more Costco 78% Why such shopper optimism toward private-label groceries and household likely to stay true to name brands (i.e., to purchase a specific name Target 72% consumables? Their free form remarks, which Field Agent collected from How often do you purchase store brands when shopping for brand and only that name brand) than they are to store brands. Sam's Club 71% each respondent, suggest many shoppers have noticed improvements to private-label brands—in both product quality and variety. packaged groceries and household consumables? (1) 41% Publix 70% N = 2,048 50% Amazon 27% 42% 16% N = 2,030 (3) “The quality of [private labels] are usually as good as the name brand. It’s clear from Field Agent’s research, however, that some product As more…variety…becomes available I expect I will purchase them. 8% More loyal to name brands than store Less loyal categories translate to private labels better than others. Especially since the prices are usually better as well.” - Agent Quote brands Always Sometimes Rarely or Often or Never For which categories do you primarily purchase More specifically, really loyal customers* were more likely to cite a name private-label, store brands? (2) Top 3 reasons some shoppers expect to purchase more N = 2,048 brand, rather than a private label, as their primary brand of peanut butter private labels in the future. (2) and laundry detergent. Top private-label product purchases (in a basket of 19 goods): Why purchase private-label packaged groceries and #1 Improving quality of private labels household consumables? (1) “I’m REALLY loyal to…” (1) Milk 70% #2 Affordability of private labels n = 783 The top 3 reasons are all price-driven Paper Towels 67% 46% A specific NAME BRAND of peanut butter Glass Cleaner 52% #3 Improving variety among private labels "They simply cost less" 68% n = 1,908 Sandwich Bread 48% "They're a better value" 48% 24% A specific private label "To take advantage of Bottom private-label product purchases: store sales/coupons" 32% 46% A specific NAME BRAND laundry detergent Toothpaste 13% N = 2,007 Among those who purchase private-label at least on occasion. N = 2,029 n = 1,985 Shampoo 18% 38% A specific private label Pet Food 19% Tuna Fish 26% *Those who said they’re absolutely or very loyal to a single brand of peanut butter and laundry detergent 5 Brand New World Brand New World 6
WHAT'S REALLY GENERIC 'N REAL. ACTIONABLE. DATA. FOR BRANDS IN THE CART? photo Take ae inside of th shopping ur of yo cart! ORGANIC From display audits to shopper insights, Field Agent is a comprehensive solutions-provider for CPG companies in search of fast, reliable, actionable answers to pressing retail questions. We crowdsource over one million smartphones to equip brands with a continuous, steady stream of data from inside stores everywhere. How often do you purchase organic groceries? (2) A s seen, 92% of shoppers say they at least sometimes purchase private-label groceries and household consumables. Always 2% N = 3,121 What Retail Questions Do You Have? But do they really? After all, there’s sometimes a gap between what shoppers say they do and what they actually do. Often 20% Are my displays properly executed in stores? What do planograms look like in stores? So Field Agent went inside stores and kitchens to get a better indication. To determine the Sometimes 35% prevalence of private labels, we asked shoppers to show us the insides of their shopping carts, snack cabinets, breakfast cabinets, and refrigerators. Because shoppers may have difficulty Rarely 29% recognizing some private labels as private labels, the figures below are basic approximations. Never 13% Agent Photo Agent Photo How often do you buy private-label organic What % of the groceries/household consumables in the shopping cart are private-label, store brands? (4) groceries?(2) Participants were required to purchase at least $20 of groceries/household consumables from one of four retailers: Aldi, Kroger, Target, or Walmart. Always 2% Are my products on-shelf and in stock? What do shoppers think about my products? 65% Often 27% 43% 41% 37% 0% 1-10% Sometimes 43% 33% 35% 11-50% 29% 33% 29% 16% 19% 17% 18% 14% 15% 51-90% 91-100% Rarely 11% 13% 13% 10% 10% 0% 0% 0% 3% 3% 2% N = 202 Never 17% Aldi (n = 26) Kroger (n = 30) Target (n = 29) Walmart (n = 117) Grand Total (N = 202) Among those who buy organic groceries at least sometimes n = 2,204 oto k e a ph side Ta he in hen What organic groceries do you buy as private- of t ur kitc label, store brands? (2) o ! of y abinets Are my products priced correctly inside stores? How are my competitors marketing their goods? c Fresh greens for salads 52% Eggs 50% Agent Photo Agent Photo Agent Photo Agent Photo Agent Photo Frozen veggies/ fruits 36% What % of the groceries/household consumables inside the kitchen (snack cabinet, breakfast cabinet, and refrigerator) are Fresh carrots 35% private-label, store brands? (4) Milk 33% 40% 40% 40% 39% 0% Fruit juice 29% 37% 1-10% 28% 29% 28% 11-50% Pasta/pasta sauces 26% 22% 51-90% 20% 9% 17% 8% 5% 6% 14% 10% 91-100% Soups/broths 24% Get Answers to Your Retail Questions 3% 1% 3% N = 215 Condiments/ Snack Cabinet Breakfast Cabinet Refrigerator Overall Kitchen dressings 23% Spices 23% 7 Brand New World Among those who at least sometimes buy private-label organic Brand New World 8 groceries (n = 1,587)
LESSON #4 The majority of Aldi shoppers don’t purposefully seek out private labels or name brands THE OFF-BRANDERS It’s a good question: Do Aldi shoppers deliberately seek out the retailer’s private labels, or do they bob-and-weave through the store cherry-picking the name brand goods. While most Aldi shoppers say they’re not that purposeful, those who intentionally buy private labels at Aldi outnumber those who intentionally buy name brands. Shoppers share their attitudes and behaviors toward Aldi Do you intentionally purchase private labels or name brands Agent when Photo shopping at Aldi? R 8% LESSON #2 LESSON #3 ecent years have witnessed the dramatic proliferation of retailers, like Aldi and Lidl, that sell predominantly their own private-label goods. Whereas private labels comprise about 30% of Walmart’s total number of stock-keeping units, Limited selection and private-labels are NOT One-third of Aldi shoppers buy only or almost 24% Private-label brands Name brands about 90% of Aldi’s SKUs are store brands (Source: Reuters). major deterrents from shopping at Aldi 68% Neither only private labels when shopping with Aldi Thus, the nationwide multiplication of Aldi, Lidl, and other “off- branders” is a particularly compelling topic among CPG companies And then there are those with convenient, local access to an Aldi, who, for The data speak for themselves. Not surprisingly, those Aldi shopping and conventional retailers alike. one reason or another, do not shop there (n = 447). carts are teeming with private-label goods. To shed light on the accelerated rise of these off-branders, Field What are the top reasons for not shopping at Aldi? The top two reasons At Aldi I buy… Agent recently surveyed 2,030 U.S. adults about their attitudes and behaviors toward Aldi, the off-brander with the largest national pertain to the power of existing shopping habits: 38% said “I’m happy with the retailers I currently use” and 37% “I just haven’t tried Aldi before.” 33% LESSON #5 footprint. In other words, non-use is the major reason for non-use. 30% 31% Shoppers envision shopping MORE with off- Consider 5 lessons we learned. For demographic information, 5% branders in the future reference study #3 on the methods and demos page. Only 22% identified “limited selection” as a reason 1% Field Agent asked shoppers (N = 2,030) whether they expect to shop LESSON #1 Entirely or Mostly store About half Mostly name Entirely almost brands store brands, brands or almost more, less, or about the same with off-branders like Aldi and Lidl in for not patronizing Aldi, while 19% cited “not enough entirely store half name entirely name brands brands brands five years time. Interestingly, right at half (49%) imagine shopping name brands/too many private labels” as a deterrent more with such retailers, compared to an almost immaterial 6% who Low prices are overwhelmingly the major N = 871 expect to be doing so less. draw to Aldi Of 2,030 shoppers surveyed, 43% said they purchase groceries from 49% expect to shop MORE with off-branders like Aldi Aldi (Walmart = 86%; Target = 56%; Kroger = 33%). Buy why? As you can see, low prices dwarfed all other options. and Lidl over the next five years Why primarily do you shop at Aldi? Among those who shop at Aldi. (n = 871) y Qualitative analysis identified 3 prominent labels, b 92% Private s, are NOT reasons why many expect to shop “off-brand- s e lv e Aldi them pull to a major ers” more in the future: 1. Better prices 40% 39% 38% "We keep finding more and more things 2. Products are just as good as other retailers 22% 17% 3. Growing number of locations 12% we like to buy from Aldi." - Agent Quote Lower prices Quality of Convenient Simpler store Smaller Large number The brands groceries access to the format merchandise of private- available store assortment label brands Agent Photo Agent Photo 9 Brand New World Brand New World 10
BUY & TRY: AGENT HEATING UP: POP-TARTS VS NAME BRANDS VS TOAST- MILLVILLE ( ALDI) IMONIALS TOASTER TARTS PRIVATE LABELS Agent Photo Agent Photo On a scale from 1-5, how would you rate this brand of toaster pastry on the following dimensions?(8) I thought Millville tasted F ield Agent enlisted shoppers to “buy and try” a pair of competing brands—one an established name brand, the good...Pop-Tarts [had] a little 4.73 other a private-label, store brand—for each of the product categories below. Through photo verification, Field Agent ensured participants purchased and tried the requisite brands in each BEST TASTE? more 'strawberry' but not 4.67 4.33 3.87 4.00 3.73 enough to offset the price 3.67 3.47 Taste 75% combination. Texture Smucker's Ingredients Price This buy and try demonstration, with its small but high-quality increase to me." sample, simply captures the perceptions and judgments of a handful Great Value 17% - Agent Quote of shoppers and is not meant to facilitate broadly-generalizable conclusions about competing brands. Equal 8% Pop-Tarts Millville Toaster Tarts Participants (N= 15) were required to purchase, try, and rate the same flavor of Kellogg’s Pop-Tarts toaster pastries and Millville (Aldi brand) toaster tarts, which they purchased from their local Aldi. “The Smucker’s had better acidity and color. Despite “I slightly preferred the Agent Photo A STICKY SUBJECT: Pop-Tarts brand on taste and preferring the Great Value ingredients, Smucker’s wins SMUCKER'S VS out on flavor.” - Agent Quote texture. However, the price difference doesn't justify the BEST TASTE? GREAT VALUE slight difference for me. I will Pop-Tarts 67% BEST VALUE? Millville 13% FRUIT SPREAD purchase Millville from now on.” Toaster Tarts - Agent Quote Equal 20% Great Value 83% Equal 17% BEST VALUE? On a scale from 1-5, how would you rate this brand of fruit spread on the following dimensions?(7) Agent Photo 4.58 4.58 4.58 “I think they taste pretty much identical, but the Great Millville 4.17 Toaster Tarts 93% 3.92 3.75 3.92 Value brand has less sugar and it is a lot cheaper.” 3.67 Pop-Tarts 7% Taste Texture - Agent Quote Ingredients Price Smucker's Great Value BEST OVERALL? BEST OVERALL? Millville Participants (N= 12) were required to purchase, try, and rate the same flavor of Smucker’s fruit Smucker's 67% Toaster Tarts 47% spread and Great Value fruit spread, which they purchased from their local Walmart Great Value 25% Pop-Tarts 40% Equal 8% Equal 13% Agent Photo 11 Brand New World Brand New World 12
The Bold and the Brand-Less SHOPPERS SHARE ATTITUDES TOWARDS BRANDLESS.COM Imagine no brands, it's easy if you try. On a scale from 1-5, how would you rate this brand of shaving BEST SHAVE? T gel on the following dimensions?(9) his may sound like a John Lennon lyric, but it’s actually the What about Brandless.com would make you most likely to basis for a new online retailer, Brandless.com. shop there? (11) 4.42 4.42 4.33 4.25 4.42 Edge 58% Brandless.com sells packaged groceries, household Among those even remotely likely to shop at Brandless.com (n = 901) 4.17 4.08 Shave quality Equal 33% consumables, and small household goods—all online, all private 74% 3.83 4.08 Texture/feel label, all for $3 apiece. The company claims to sell high-quality, Lower prices 3.58 Scent Skin condition Up & Up 8% conscientious goods without the “brand tax” attached to national Simple pricing structure 64% Price name brands. Product transparency 47% “I would very slightly say that Edge shaving gel is the better product. At the very least, Brandless.com is a bold Conscientious products (e.g., NON-GMO) 45% Edge Up & Up The Edge gel goes on thicker, and even with the price difference it and interesting experiment. I mean, could Feed America meal donations 41% would be my preferred brand. It’s a very close call.” - Agent Quote shoppers really go for it? Participants (N = 12) were required to purchase, try, and rate the same type of Edge and Up & Up (Target brand) shaving gel, which they purchased from their local Target. High-quality products 40% Field Agent asked 1,025 shoppers to visit Brandless.com and then Simple selection of products 38% BEST VALUE? share their attitudes and opinions toward the new company. As you can see from the graphs below, attitudes were overwhelmingly favorable toward the business model. Website design/navigation 20% 42% have a highly favorable attitude toward Brandless.com Up & Up 67% Despite the immense favorability reported by respondents, it should be stressed that positive attitudes and even stated purchase Edge 25% intentions do not necessarily translate to actual behavior. After What would you be most likely to buy from Brandless.com? (11) Agent Photo Equal 8% all, shopping patterns and habits are often deeply engrained—an advantage, of course, for established name brands. Among those even remotely likely to shop at Brandless.com who felt they had enough information to answer the question (n = 829) Agent Photo “Edge is a little better but the extra cost doesn't make it worth it. I would buy the Up & Up because it costs less and gets the job done…” In general, what is your attitude toward Brandless.com and its approach to doing business? (11) TOP 5 CATEGORIES - Agent Quote 61% #1 Snacks 87% BEST OVERALL? Agent Photo Cleaning N = 1,025 Supplies 52% Snacks Edge 58% Food for Meals 50% 11% 2% Hand Soaps/ 44% Up & Up 25% Body Wash Agent Photo Agent Photo Equal 17% Favorable Neutral Unfavorable Kitchen Supplies 43% 13 Brand New World Brand New World 14
PRIVATE LABEL BRANDS TO P 5 P R I VAT E L A B E L S WALMART.COM & AMAZON.COM IN THE DIGITAL AGE Shoppers talk buying private labels online Which private-label brands have you purchased from Walmart.com? (6) 31% of Walmart.com customers say they've never P rivate-label brands are no longer just a brick-and-mortar Why shoppers are LESS likely to buy private labels online(6) 32% 31% purchased a private-label brand from Walmart.com (6) affair. Today, increasingly, traditional retailers are selling 26% their own “store” brands through their websites, thus I normally go online to buy specific name brands 45% making them available for in-store pickup, same-day, local I don't think to buy private labels 16% 14% delivery, or, significantly, package delivery anywhere in the world. online 36% Which private-label brands have you purchased from At the same time, pure-play e-tailers like Amazon.com and Jet.com Amazon.com? (6) I buy private labels on impulse are aggressively developing their own private-label brands. But what in stores 21% Great Value Mainstays Equate Sam's Choice Parent's do shoppers think about buying private labels online? The graphs Choice 30% and call-outs below, based on Field Agent surveys of thousands of I need private labels immediate- ly and can't wait for delivery 13% Among those who have made purchases from Walmart.com (n = 2,508) shoppers, illuminate this timely and important question. 13% 10% Among shoppers who at least sometimes buy household consumables online and are 44% of Amazon.com customers say they've never 6% Are you more or less likely to purchase private label brands less likely to purchase private labels online than in stores (n = 295) 3% ONLINE than when shopping in stores? purchased a private-label brand from Amazon.com (6) Amazon Amazon Amazon 365 Everday Happy Belly Basics Essentials Elements Value (Whole All shoppers(1) N = 2,048 Foods) Shoppers who buy household consumables online (6) n = 1,517 Among those who have made purchases from Amazon.com (n = 2,842) 47% 47% 37% 34% THE GOODS ON 16% More likely Neither more 19% Less likely AMAZON PRIVATE LABELS nor less likely Agent Photo In general, how satisfied are you with Amazon’s In general, do you feel Amazon private labels are Why shoppers are MORE likely to buy private labels online(6) private labels? (6) better, worse, or comparable to their name brand equivalents? (6) Low prices are even more important to me online 52% 1% 3% I can check product reviews, specifications, etc. 44% Greater selection of private 32% 19% 31% Completely satisfied labels online Very satisfied 41% Better Moderately satisfied Comparable Easier to find and purchase online 31% Not very satisfied Worse Not at all satisfied 66% I can't buy them locally but I can online 13% Agent Screenshot 39% Among shoppers who at least sometimes buy household consumables online and are more likely to purchase private labels online than in stores (n = 510) Among Amazon.com customers who have purchased Amazon private labels (n = 1,591) Agent Photo 15 Brand New World Brand New World 16
THE OL' SWITCH-A-ROO CHOBANI VS Shoppers talk switching brands and why they do it OIKOS B reaking up is hard to do. Yet new research from Field Agent suggests it's also pretty common, at least in the world of GREEK shoppers and brands. We purposefully concentrated our YO G U RT questions on product categories, like yogurt and ice cream, that have been disrupted in recent years by powerful new players. How common is brand-switching in certain product categories? (2) Take a look. F BEST TASTE? To understand brand-switching, Field Agent ield Agent asked shoppers (N = 14) to purchase, try, and rate How loyal* are shoppers to a single brand within the asked shoppers to identify their primary two name brands of Greek yogurt: Chobani and Dannon’s brand of yogurt and ice cream today as well following categories...? (2) as their primary brand three years ago. Oikos. Which name brand, we wondered, would they crown Among shoppers who purchase these products Depending on the category, brand-switching King of the Greeks? Chobani 43% 79% can be very common. Please note, the figures below reflect only respondents who 36% Not at all loyal Not very loyal Moderately loyal buy yogurt and/or ice cream. On a scale from 1-5, how would you rate this brand of Greek Oikos Very loyal Completely loyal yogurt on the following dimensions?(7) 12% 7% 11% 6% switched primary brands of yogurt in Equal 21% 16% 22% 10% 18% 10% YOGURT a 3-year period 4.36 4.43 4.43 4.5 4.43 4.43 "The Dannon [Oikos] yogurt was lacking in overall taste in comparison 21% 25% 23% 4.36 4 to Chobani. I felt Chobani also has a better texture and consistency." 28% 3-year change Taste 9% Texture - Agent Quote 37% 27% Ingredients 35% 31% Price 4% BEST VALUE? 24% 0% 1% 1% 18% 20% 34% 26% Dannon Chobani Private-label 19% Yoplait* (inclu. Activia, Oikos) (incl. Flip) store brand Other Fage Stonyfield 9% 9% Chobani Oikos Yogurt (n = 2,852) Ice Cream (n = 3,070) Carbonated Beverages Peanut Butter (n = 3,121) Deodorant (n = 3,087) n = 2,789 -1% Chobani 36% (n = 2,951) *Operationally, we defined ”completely loyal” as the condition of buying only one brand Oikos 21% over time without considering switching to another brand, while we defined “not at all 34% name Yoplait as their primary yogurt loyal” as never or very rarely purchasing the same brand twice. -15% brand today, down from 49% three years ago Equal 43% "Halo Top also has protein in it and is healthier overall “Both had very good taste. The Oikos had a better strawberry flavor compared to...any other ice cream." - Agent Quote and texture. Chobani was very creamy.” - Agent Quote ICE CREAM 22% cite Breyers as their primary ice cream brand today, down from 24% three years ago BEST OVERALL? 3-year change 5% Chobani 50% 3% 1% 2% Private-label Breyers* store brand Blue Ben & Other Haagen- Edy's Talenti Halo Top Oikos 21% Bell Jerry's Dazs -2% -1% -1% -3% -3% Agent Photo Agent Photo Equal 29% n = 3,010 17 Brand New World Brand New World 18
MYSTERY SHOPPING. REIMAGINED. HEY, YOUNG 'UNS: MILLENNIALS & BRANDS Field Agent has radically reimagined mystery shopping to offer retailers of all kinds a simpler, faster, altogether better way to collect customer experience insights. We crowdsource your customers’ smartphones to gauge staff responsiveness, store conditions, store experience, and product usage. M any assume Millennials, ages 18-35, are less loyal to In which of these categories is your primary brand a Case Study: brands, more prone to switching brands, and more open to private-label, store brand? (10) private labels than Non-Millennials. Mobile Mysery Shop of Next Generation But is this really the case? 30% 33% Millennials Non-Millennials 28% Walmart C-Store 23% 24% 23% Field Agent surveyed 1,959 shoppers—905 Millennials and 1,054 Non-Millennials—to get to the truth about these young 'uns and their 12% 13% 9% 6% shopping attitudes and habits toward brands. 4% 3% Ketchup Toilet Paper Potato chips Tuna fish Toothpaste Beer Do you prefer to buy one brand* consistently over time, or to switch back and forth between brands? (10) *We focused our questions specifically on packaged groceries and household In summary, our survey suggests Millennials and consumables Non-Millennials are more alike than different 56% of Millennials prefer to buy a single brand consistently over time Experience the Mobile 59% of Non-Millennials Mystery Shopping Difference In which of these categories have you switched from one primary brand to another in the past three years? (10) Lower costs Actual customer perspectives Photos and videos Real-time dashboard Millennials 53% Non-Millennials Shorter field time Easier store-level execution 47% 47% 47% 42% 42% Shorter questionaires No shopper training 33% Agent Photo 29% 29% 28% 22% 24% Toilet paper Toothpaste Potato chips Beer Ketchup Tuna fish Agent Photo 19 Brand New World Brand New World 20
Methods & Demos Hungry for more insights? This Field Agent report encompasses 11 different mobile studies completed between January 17, 2018 and February 14, 2018. All studies were conducted entirely through the Field Agent mobile app, and all participants were U.S. adults and smartphone owners at least 18 years of age. Survey locations This report contains 13,187 unique survey submissions Audit/buy & Try locations This report contains 460 unique audit/buy & try submissions Field Agent’s special report, Groceries 2.0 Revisited, investigates the rise of online grocery shopping. This free report examines grocery pickup, grocery delivery, meal kits, and several state-of-the-art shopping technologies. Demographics Cross-reference the number assigned to each question throughout the report with the demographic information below. Study 1 Study 2 Study 3 Study 4 Study 5 Study 6 Female: 65% Female: 66% Female: 65% Female: 77% Female: 65% Female: 66% Male: 35% Male: 34% Male: 35% Male: 23% Male: 35% Male: 34% 18-24: 5% 18-24: 5% 18-24: 5% 18-24: 1% 18-24: 4% 18-24: 4% 25-34: 28% 25-34: 27% 25-34: 27% 25-34: 24% 25-34: 34% 25-34: 29% 35-44: 36% 35-44: 35% 35-44: 36% 35-44: 40% 35-44: 37% 35-44: 35% 45-54: 20% 45-54: 21% 45-54: 21% 45-54: 25% 45-54: 18% 45-54: 21% 55-64: 9% 55-64: 10% 55-64: 9% 55-64: 9% 55-64: 6% 55-64: 9% 65+: 1% 65+: 2% 65+: 2% 65+: 1% 65+: 1% 65+: 2% Study 7 Study 8 Study 9 Study 10 Study 11 Female: 86% Female: 53% Female: 0% Female: 63% Female: 63% Male: 14% Male: 47% Male: 100% Male: 37% Male: 37% 18-24: 7% 18-24: 7% 18-24: 0% 18-24: 7% 18-24: 5% 25-34: 35-44: 29% 36% 25-34: 35-44: 20% 40% 25-34: 35-44: 21% 43% 25-34: 35-44: 36% 28% 25-34: 35-44: 27% 39% Claim Your Free Copy Now! 45-54: 7% 45-54: 27% 45-54: 14% 45-54: 19% 45-54: 19% 55-64: 14% 55-64: 0% 55-64: 21% 55-64: 9% 55-64: 9% 65+: 7% 65+: 7% 65+: 0% 65+: 2% 65+: 1% Key Definitions: “Private Labels” are goods produced exclusively for and sold exclusively by a single retailer, often at a lower price than “Household consumables” include any non-grocery, non-durable goods like cleaning supplies, detergent, toilet paper/paper towels, national name brands. pet supplies, baby supplies, personal care items, etc. 21 Brand New World Brand New World 22
A BRAND NEW WORLD Unbelievable challenges, indescribable opportunities... Today’s brands are dealing with more complexity than ever. Fortunately, Field Agent offers a full suite of services—display audits, price checks, shopper insights, and more—to help brands soar above the competition and succeed at-retail. Contact Us © 2018 Field Agent®. Published and produced by Field Agent®.
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