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American consumer
Consumer Packaged Goods June 2016
Max Magni
Anne Martinez
Rukhshana Motiwala
Five truths
The behavioral shifts among Americans mirror
those of consumers around the world, to an extent.
Certain consumer segments are exhibiting more
of these shifts than others, but collectively, they
underscore the challenges and opportunities that
CDP 2016
Meet today's American consumer
Exhibit 1 of 3
Exhibit 1
Feb
2009
Sept
2009
Mar
2010
Sept
2010
Mar
2011
Sept
2011
Sept
2012
Sept
2013
Sept
2014
Sept
2015
Exhibit 2
US
World
23
21
30
29
22
31
12
11
CDP 2016
Meet today's American consumer
Exhibit 3 of 3
Exhibit 3
US
Nonalcoholic Alcoholic
beverages
beverages
Food
I buy my preferred
brand but only when
on sale or with coupon
31
I buy my preferred
brand but at stores
with lower prices
29
29
I buy my preferred
brand but in lower
quantities
26
28
21
I traded up to a more
expensive brand
31
13
11
12
17
40
27
30
Household
products
37
30
24
16
32
24
Personal
care
13
June 2016
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