Deloitte recently released a new study (July 2010), titled “The 2010 American Pantry Study: The New Rules of the Shopping Game”, which reveals significant changes in the American shoppers’ attitudes and approaches to shopping for consumer products and packaged goods.

The survey reveals that consumers have developed new shopping skill sets based on value, not brand selection. The personal gratification and desire to feel smart about what they buy overweighs brand satisfaction. And, this price-conscious, value-oriented, bargain-hunting attitude will continue for many years. 93% surveyed said they will remain cautious and keep spending at their current level if and when the economy improves. This statistic is near equal to the 92% claiming they have changed their shopping behavior in the past two years to be more resourceful and precise.

One element of their new skill set is the use of loyalty cards with 84% claiming they have them; 65% feel they are essential or very important and 44% use them every time they shop.

Coupon usage has also increased by 67%. Shoppers have expanded their searches to multiple media outlets, including Newspapers (59%), direct mail (54%), store (53%) and online (41%).

This new paradigm has affected brand loyalty with 31% saying they are less brand loyal and a huge 85% having found several brands to be as good as the leading national brand.

As marketers, we need to understand that the consumer needs to feel smart about their purchases, reflecting their desire for value.