Abstract
Introduction
In April 2009, more than three quarters of Dutch consumers perceived they were
living in a recession. This is indicative of the ' recessionary mindset'
influencing consumer behavior. Symptomatic of falling consumer confidence is
the fact that more than 25% of Dutch consumers experienced falling job
security and diminishing confidence in the housing market in 2008-09
Scope of this research
- Detailed analysis documenting Dutch consumers' ' recessionary mindset' and
how this influences perceptions about current and future prospects
- Insights highlighting how the economic downturn has affected perceived
quality of life, emotional wellbeing and financial security in the Netherlands
- In-depth analysis of Dutch shoppers' changing price sensitivity, value
consciousness and attitudes towards private label across 4 major FMCG sectors
- Countries and categories covered: the Netherlands; food and non-alcoholic
beverages, alcoholic beverages, personal care and household care
Research and analysis highlights
Less than one-third of Dutch consumers felt that their lifestyle has been
impacted by the recession. Suddenly, they have been forced to re-evaluate
their spending, including where they do their grocery shopping as well as
their in-store choices. Nevertheless, they remain comparatively content and
confident in their purchasing power
Half of Dutch shoppers are also ' frequent buyers' of private label products to
save money. Many are now likely to consider private label products to be on a
par, if not better than market leading brands, although this mentality does
differ depending on product category
No doubt influenced by the price war in grocery retailing over the last
decade, for 51% of Dutch shoppers, lower prices have a high amount of
influence over where people do their most of their grocery shopping.
Nevertheless, the quality of products sold has more influence over their
(changeable) grocery shopping destinations
Key reasons to purchase this research
- Gain a detailed understanding of changing consumer attitudes and behaviors
amid the downturn in order to determine appropriate recessionary strategies
- Obtain country and sector specific insight about pertinent recessionary
themes such as private label and Dutch consumers' value consciousness
- Assist consumer segmentation and targeting efforts by accessing data from
two waves of primary research conducted in August 2008 and April 2009
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