If you’re like me, you’ve found yourself playing the field when shopping for things on your list, even when you have an old, reliable brand in the wings.
So how are today’s U.S. shoppers deciding what to purchase? To find out, we talked to more than 1,800 consumer packaged goods (CPG) shoppers in three areas: skin care, baby care, and pet foods. We asked them about the choices they made on their path to purchase: where they started, what they did next, and what they were thinking along the way. Here’s what we learned.
People really are undecided
With so many choices at their fingertips, these shoppers often begin their journey undecided on what brand and product they want to purchase.
In fact, more than 8 in 10 undecided CPG shoppers say they’re considering multiple brands or don’t have any brands in mind at all.1 And 60% of smartphone users say they’ve discovered a new company or product when conducting a search on their smartphones.2
This means CPG shoppers have many more opportunities to change their minds. We know they’re more research-obsessed than ever before, even for everyday purchases. They’re determined to get the perfect product for their needs, and what if there’s something a little more perfect than last time?
CPG shoppers want a personalized experience
Shoppers looking for consumer packaged goods and who use search are 2X more likely to do their first search on Google than on any other website, including e-commerce retailers.3 In fact, 75% of shoppers said they used search early in their process.4
With all this knowledge at their fingertips, CPG shoppers crave more personalized products. That’s why we’re also seeing upper-funnel mobile queries starting with “shampoo for ___” up by 90%5 and ending with “_____ to avoid” up by 150% over the past two years.6