by Jennifer Mapes-Christ
March 18, 2024
Proprietary Survey Now Available to Provide Actionable Insights into Consumer Behavior & Attitudes in Upcoming Reports & Custom Engagements
[Cleveland. OH] – March 18, 2024 – The Freedonia Group and Packaged Facts, leading providers of market research and analysis, today announced the completion of the first quarter edition of their 2024 National Online Consumer Survey.
Each edition of this survey provides clients with actionable data-driven insights into consumer behavior and attitudes which will appear in a variety of Freedonia Industry Studies, Freedonia Focus Reports, and Packaged Facts Reports. Such data is custom designed to enable top analysis into market trends and directions, leading clients to the best decision making in product development, marketing plans, and other efforts.
Methodology
The Freedonia Group and Packaged Facts National Online Consumer Survey is conducted quarterly. The 2023 editions were conducted in February (first quarter), May (second quarter), September-October (third quarter), and December (fourth quarter). This latest edition of the Freedonia Group and Packaged Facts National Online Consumer Survey was conducted with a panel of 1,500 US adults (aged 18 and older) balanced to the national population on primary demographic measures such as age group, gender, geographic region, marital status, race/ethnicity, presence or absence of children in the household, and household income.
Topics covered in this edition of the survey include:
Big Picture Issues: flu/COVID vaccines; habits regarding masking, avoiding crowds, and testing for COVID; concerns about pricing; feelings about sustainable living; mental and emotional wellbeing; and 2022 v 2023 work/leisure travel
Freedonia Focus Reports: Christmas trees, holiday/seasonal lights, disposal tableware, and cookware
Freedonia Industry Studies: reusable foodservice cups/containers; QR codes; shipping boxes; fresh produce packaging; meat, poultry, and seafood packaging; home and garden pesticides; cabinets; and countertops
Packaged Facts: dietary trends & preferences, food influences, snacking habits, food priorities, office coffee service usage and preferences, food carryout and delivery habits, pet population, and durable pet products
Why Consumer Survey Data is Helpful to Business Leaders
According to Jennifer Mapes-Christ, an author of the survey and manager of Freedonia’s consumer & light commercial research and Packaged Facts’ food & beverage research, “We’ve been talking a lot lately about what’s next…we’ve moved past the pandemic era and into one filled with change from spillover effects, changed habits, and shifting preferences. This survey series helps us keep up with those changes and see how they are impacting habits.”
Ultimately, it’s about more than where we are now; but where are we going. Mapes-Christ continues, “Data-driven market research helps identify emerging trends and anticipate future customer demands, allowing companies to stay ahead of the competition. We’re looking at use patterns, shopping habits, feature priorities, self-images, and others and drilling down into how these vary across age groups, income levels, urbanization, and other demographics and attitudes. Companies can use this analysis to craft custom messages, target key market segments, understand customer needs, and make informed investments in future product development.”
Highlight Data Points
Some highlight data points from the third quarter edition of the survey include:
Despite data showing easing inflation trends, 53% of consumer report being very concerned about rising food prices, with another 29% stating that they are somewhat concerned about rising food prices
Sustainability is increasingly an action point for more consumers. In this survey, 50% of respondents agreed that they were more willing to take action on sustainability (in purchases and waste) than last year. The response was highest among Millennials and adult Gen Z at 54%.
When considering which habits are most important to living a sustainable lifestyle, older consumers heavily prioritized recycling and carrying reusable shopping bags, while younger consumers considered a wider variety of factors.
52% of pet owners agreed that they seek out durable pet products that are environmentally friendly
Two-thirds of respondents used a Christmas tree in 2023, and that use was not limited to households that consider themselves Christian.
Only 15% of respondents reported that they brought their own cup for a coffee shop order either every time or more often than not. That share rises to 22% among Millennials.
29% of respondents who work from home at least half of the time agree that great coffee and snacks provided by their company would make them want to come into the office more often.
Conclusion
The Freedonia Group and Packaged Facts National Online Consumer Survey is an essential tool for businesses that want to understand their customers and make the best decisions possible. Visit https://www.freedoniagroup.com or contact customer service to learn more about reports that include data from our proprietary surveys and the variety of ways to access that data, including custom cross-tabs of survey questions.
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