ACNielsen Pre*Views Consumer Opportunities

May 07, 2002

ACNielsen U.S., an operating unit of ACNielsen, a VNU company, released new research from its new Consumer Pre*View service during the annual Food Marketing Institute convention. Key findings include:

  • Consumers planning to cut back on restaurant dinners… Thirty-six percent of respondents say they are planning to dine out less often — up from 27 percent in the last survey. Driving up the overall figure were households who reported being better off or the same financially as they were a year ago.

    “Now is the time for consumer packaged goods (CPG) marketers to show consumers what they have to offer in the way of foods that are easy to prepare at home and meet or exceed the quality standards consumers expect from restaurants,” says Nick Sorvillo, senior vice president, ACNielsen Homescan®,

  • Gen X’ers as the most important consumers in the ‘dining-at-home’ trend…
    “We are seeing a new generation of people who enjoy making and eating meals
    at home. It’s something of a backlash against the eat-on-the-run baby boomers,”
    says Phil Lempert (RetailWire Brain Trust member).

  • A general decline in sentiment toward American-made grocery products since
    post-9/11 highs; except in the Hispanic community…

    The more recent survey found only 21 percent expressing such sentiment
    as compared with one-third of households in the first survey, conducted
    in December 2001 and January 2002. However, Hispanic consumers, especially
    those who are the least acculturated, still show a strong sentiment toward
    “buying American.”

  • Ethnic shoppers, particularly African-Americans, embracing healthy eating… More African-Americans than whites (31 percent vs. 25 percent) reported eating healthier in the past six months than last year. It also found more African-Americans than whites (81 percent vs. 65 percent) are planning to eat healthier in the next six months.

    Mr. Sorvillo says greater public awareness of health concerns that are unique to African-Americans, such as an increased risk for diabetes, may be responsible. “The companies who recognize this opportunity and make a commitment to understanding and serving the unique healthy food needs of African-American consumers are highly likely to meet with success.”

Moderator Comment: What should retailers and CPG manufacturers
be doing to exploit the opportunities identified in ACNielsen’s research? [George
Anderson – Moderator

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