Values-driven consumers shop more frequently and are more likely to try new brands and products—traits that make them valuable to retailers and brands, according to a study by SPINS.
Today, some shoppers prioritize larger ideals that make for a more complicated but influential customer. They are the values-oriented consumers, and they make up 49% of shoppers. While every consumer has a list of priorities that includes price, ingredients, convenience, and more when they head to the store, values-oriented shoppers find these ideals critical.
SPINS surveyed a representative sample of shoppers and asked them to measure the importance of five product and packaging characteristics. They were product certifications, label claims, ingredients, special diet types, and presence of certain functional ingredients. If a consumer being surveyed rated at least three of these characteristics as important to their buying habits, they were classified as a values-oriented consumer.
For these shoppers, who have access to a wide variety of store and product options, a trip to the store is personal and a chance to use their dollars to support products that meet their standards. They want products that are good for people, good for health, good for animals, and good for the planet.
Values-oriented consumers are seeking new products. Sixty-five percent of those consumers are extremely or very adventurous when it comes to trying new brands and products. These shoppers are actively seeking out new items, doing their homework before making a purchase, and heading to the store more than other shoppers.
SPINS survey also found 74% of values-oriented shoppers always or usually look at ingredients prior to purchasing a product while 75% of values-oriented shoppers always or usually pay attention to labels on the packaging for food and beverages. In addition, 73% of values-oriented shoppers are influenced by product certifications when purchasing a product.
While values-oriented consumers do more than just look at product packaging to understand what they’re purchasing. These shoppers use many resources, including QR codes, shelf tags, and websites to go beyond the label and discover a complete picture of the products they purchase. Once they learn about these products and find one that meets their criteria, they are willing to purchase.
The survey reported 80% of values-oriented shoppers identify animal welfare, environmental welfare, labor/worker welfare, and ingredient sourcing as worthy of paying a premium for while nearly 90% are willing to pay a premium specifically for health and wellness attributes.