Consumer Snapshot July 2014

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Consumer Snapshot
july 2014

© 2014, Prosper®www.ProsperDiscovery.com
sentiment strategy
july 2014
Disclaimer: Prosper Business Development and its affiliated companies (“Prosper”) make no warranties, either expressed or implied, concerning: data gathered or obtained from any source; the present or
future methodology employed in producing the statistics; or the data and estimates represent only the opinion of Prosper and reliance thereon and use thereof shall be at the user’s own risk.
rebounding
spending?

sentiment
consumer confidence
sentiment remains stable in July with 42.0%
confident/very confident in chances for a strong economy,
flat from June’s 42.2%
very confident/confident in chances for a strong economy
{adults 18+}
13 month summary
sentiment has yet to best Jan-14’s 13 month high (43.2%),
but the Jul-14 reading is tracking 2+ points ahead of
Jul-13 (39.6%)
Source: Prosper Insights & Analytics
39.6% 42.0%
20%
25%
30%
35%
40%
45%

sentiment
very confident/confident in chances for a strong economy
{adults 18+}
moving past the downturn?
Jul-14 marks the first 40%+ reading for confidence since
the Great Recession, though remains 12% below Jul-07
consumer confidence
sentiment remains stable in July with 42.0%
confident/very confident in chances for a strong economy,
flat from June’s 42.2%
13 month summary
sentiment has yet to best Jan-14’s 13 month high (43.2%),
but the Jul-14 reading is tracking 2+ points ahead of
Jul-13 (39.6%)
47.8%
18.8%
27.2%
27.9%
26.5%
32.8%
39.6%
42.0%
0%
10%
20%
30%
40%
50%
60%
Jul-07 Jul-08 Jul-09 Jul-10 Jul-11 Jul-12 Jul-13 Jul-14
younger consumers remain the most optimistic about a
strong economy: 18-24 = 49.0%, 25-34 = 53.8%

strategy
practicality & focus on needs
{adults 18+}
practicality perks up
after reaching a low in Jun-14 not seen since early
‘08, pragmatic purchase intentions rise 10%+
to current 44.6%
still trending below Jul-13 (46.9%)
as shoppers approach the BTS shopping season, more
than half (51.7%) are zeroing in on just the necessities,
up more than 15% from Jun-14 (44.1%)
majority focus on needs
54.7%
51.7%
46.9%
44.6%
30%
35%
40%
45%
50%
55%
60%
I have become more practical and realistic in my purchases
I focus more on what I NEED rather than what I WANT
following practicality’s pattern, this indicator also tracks below
Jul-13 (54.7%)

strategy
while consumers increasingly more relaxed about their
approaches to spending, they have yet to revert to
pre-recession levels
recovery?
practicality & focus on needs
{adults 18+}
38.8%
44.6%
47.4%
51.7%
30%
35%
40%
45%
50%
55%
60%
65%
Jul-07 Jul-08 Jul-09 Jul-10 Jul-11 Jul-12 Jul-13 Jul-14
I have become more practical and realistic in my purchases
I focus more on what I NEED rather than what I WANT
practicality perks up
still trending below Jul-13 (46.9%)
as shoppers approach the BTS shopping season, more
than half (51.7%) are zeroing in on just the necessities,
up more than 15% from Jun-14 (44.1%)
majority focus on needs
following practicality’s pattern, this indicator also tracks below
Jul-13 (54.7%)
after reaching a low in Jun-14 not seen since early
‘08, pragmatic purchase intentions rise 10%+
to current 44.6%

economic rebound
outlook improves…marginally
will the economy rebound?
{adults 18+}
20%
25%
30%
35%
40%
45%
50%
Jul-09 Jul-10 Jul-11 Jul-12 Jul-13 Jul-14
Yes No Not sure
about one out of three (34.7%) is positive about a
post-recession economic rebound, up slightly from a
year ago (32.5%)
low reached in Jul-11 (27.8%) as the debt ceiling
crisis loomed
those under 35 are the most positive about an
eventual rebound, while consumers 45-64 (and
approaching retirement) maintain the most
pessimistic outlooks

the wealth effect
outlook improves…marginally
which of the following statements best suits your feelings?
{adults 18+}
about one out of three (34.7%) is positive about a
post-recession economic rebound, up slightly from a
year ago (32.5%)
low reached in Jul-11 (27.8%) as the debt ceiling
crisis loomed
those under 35 are the most positive about an
eventual rebound, while consumers 45-64 (and
approaching retirement) maintain the most
pessimistic outlooks
34.9%
46.6%
18.5%
0%
10%
20%
30%
40%
50%
60%
70%
Jul-09 Jul-10 Jul-11 Jul-12 Jul-13 Jul-14
I feel more wealthy than I did last year at this time
I feel I have the same wealth as I did last year at this time
I feel less wealthy than I did last year at this time
consumers are growing increasingly secure with their
financial standing (18.5%), though this groups still represents
the minority
better financial footing

home cleaning aisle
would you agree or disagree that the Household Cleaning Products aisle in your store is arranged in an
easy to shop manner? {by retailer shopped most often for HHC}
7 in 10 say their store is easy to shop
figure rises among Walmart, Target, Costco and
Kroger shoppers
69.5%
72.5%
77.1%
72.8%
77.7%
69.6%
64%
66%
68%
70%
72%
74%
76%
78%
80%
Adults
18+
Walmart Target Costco Kroger Dollar
General
Strongly Agree/Agree

home cleaning aisle
how often do you have trouble finding the household cleaning products you want to buy?
{by retailer shopped most often for HHC}
majority of shoppers “never” have trouble
Kroger shoppers are the least likely to have difficulty in the
HHC aisle, while nearly half of Dollar General customers
indicate that they regularly or occasionally have problems
shopping this aisle
Kroger shoppers
38.5% 39.9%
41.7%
43.4%
34.5%
48.4%
0%
10%
20%
30%
40%
50%
60%
Adults
18+
General
Regularly/Occasionally
chief complaint among Dollar General shoppers:
locating HHC products in the store

chief complaint among Dollar General shoppers:
locating HHC products in the store
home cleaning aisle
would you agree or disagree that improvements could be made to the Household Cleaning Products
aisle(s) that would make finding these products easier? {by retailer shopped most often for HHC}
DG shoppers may have more trouble but
fewer think there’s room for improvement
discount shoppers are the most vocal about need for change
majority of shoppers “never” have trouble
Kroger shoppers are the least likely to have difficulty in the
HHC aisle, while nearly half of Dollar General customers
indicate that they regularly or occasionally have problems
shopping this aisle
Kroger shoppers36.9%
41.4%
38.5%
36.0%
29.3%
31.7%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Adults
18+
General
Strongly Agree/Agree

thanks
visit ______________________to access:
Consumer Snapshot InsightCenter™
PowerPoint Slides
…and more
Pam Goodfellow
Consumer Insights Director
Prosper Insights & Analytics™
pam@goProsper.com
ProsperDiscovery.com
ConsumerSnapshot.com
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Consumer Snapshot July 2014

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