Consumer Insights Roundup: FMCG Up 2.6% From Previous Year, 98% of US Internet Users Agree: Shipping Impacts Brand Loyalty…

What: A summary of the most relevant consumer insight research in the US, US Hispanic, and Latin American markets.
Why it matters: If you're trying to keep up with the latest happenings, this is your one-stop shop.

  • Recent Nielsen data shows that sales in the fast-moving consumer goods (FMCG) market are up. Specifically, on and offline FMCG sales totaled more than US $1.01 trillion in the year ended Aug. 25, 2018, which is 2.6% more than a year ago. It is worth noting that e-commerce accounted for 5% of total omnichannel sales, but drove 40% of its growth.

 

  • According to Simmons's 2018 State of the Hispanic-American Consumer report, although the Hispanic population is growing among all age groups, it’s the younger generations where we can see the greatest growth. In fact, while 13% of Americans age 35 and older are Hispanic today (up slightly from 12% in 2013), nearly one-quarter of Americans ages 6 to 34 are Hispanic or of Latin origin (up from 23% in 2013).

 

  • As shown in a new survey by Convey, a delivery experience management provider, 98.1% of US internet users agreed that shipping impacts brand loyalty and 83.5% said they wouldn't buy from a retailer again after a negative delivery experience. Most still choose cost (61.8%) over all other factors, but 9.7% said next- or same-day delivery is the most important factor when choosing shipping, a 59% increase over 2017.

 

  • PwC’s 2018 Holiday Outlook report, a national survey of 2,071 consumers, has found that economic growth in the 2018 holidays is poised to be the strongest since 2005. Consumers said they will spend an average of US $1,250 each this holiday on gifts, travel, and entertainment, an increase of 5% over last year. More than 70% of respondents said they plan to shop on Thanksgiving compared to a scant 40% in 2016.

 

  • As shown in social listening data gathered by Circus Marketing, Mexican consumers have changed their fall-holiday priorities during the last 5 years. In 2014, Halloween generated 51% more conversations on social media than Dia de Muertos, but this has occurred in reverse in 2018 with Día de Muertos generating 9.5% more posts than Halloween, which shows an average annual growth of 17%.

 

  • According to research by Nielsen, 49% of U.S. consumers adhere to a particular diet or health-related eating program. Also, 44% say food allergies, intolerances or sensitivities affect the way they shop. These metrics complement findings from Nielsen’s 2017 sustainability survey, which found that 67% of consumers want to know everything that goes into the food they buy. Additionally, 46% of Americans say that claims on food products have a direct influence on their purchase decisions.

 


Janet Grynberg @grynberg_janet

Janet has worked as editor and translator since 2013. After graduating with honors when receiving her Bachelor's Degree in English literature, she began working as a book reviewer for Expansión, the leading business magazine in Mexico. She has also worked as editor of young adult literature for publishing houses like Planeta and Penguin, and she's the author of a book of short stories. She's in the process of getting her MA in English at McGill University. Her interests include arts, good food, and her 8 pets.

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