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For Immediate Release December 19, 2009
Contact: Cristi Allen
callen@decisionanalyst.com
Phone: 817-640-6166

Arlington, Texas—Loyalty to nationally advertised brands has been falling over the past two years. Decision Analyst’s Anatomy of the Recession report, based on a survey of 15,384 U.S. grocery shoppers, clearly indicates that consumers are modifying their shopping patterns. For example, between the third quarter of 2007 and the third quarter of 2009 the percent of consumers who report that they usually buy the least expensive brand regardless of the brand name increased by nine percentage points, as shown in the graph below.

During the same period the percent of Americans who are “willing to pay more for nationally advertised brands” declined. The most dramatic drop (five points) occurred in the period between the first quarter of 2008 and the first quarter of 2009. (See graph below.)

Methodology

The Anatomy of the Recession report is based on information from a comprehensive health and wellness study called the Health and Nutrition Strategist™ (HANS™), sponsored by Decision Analyst. HANS™ has been conducted monthly since January 2006 via the Internet. The current sample of 15,384 U.S. adults provides information on grocery shopping, food consumption, restaurant usage, and behaviors and attitudes related to health and nutrition. For a copy of the Anatomy of the Recession report, please contact Diane Brewton or a member of our Market Intelligence Group by emailing dbrewto@decisionanalyst.com or calling 1-817-640-6166.

About Decision Analyst

Decision Analyst (www.decisionanalyst.com) is a leading global marketing research and analytical consulting firm specializing in advertising testing, strategy research, new product development, and advanced modeling for marketing decision optimization. The 30-year-old firm delivers competitive advantage to clients throughout the world in the consumer packaged goods, telecommunications, retail, technology, medical, and pharmaceutical industries. In addition, Decision Analyst owns and operates American Consumer Opinion® Online—one of the largest consumer opinion panels in the world—with more than seven million members.

For additional information contact:
Cristi Allen
Publicity
Email: callen@decisionanalyst.com
Phone: 1-800-ANALYSIS (262-5974) or 1-817-640-6166
Address: 604 Avenue H East
Arlington, TX 76011

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