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  • How can brands stand out as the best of the rest?
  • How can brands stand out as the best of the rest?
    Whereslugo (2017) ©
REPORT

Why do people pick second best in the grocery store?

Dinner is in an hour and a key ingredient is missing, so you pop to the closest shop only to find that it doesn’t have your usual brand. When shoppers need something instantly and their first choice isn’t available, what informs their selection? How do companies compete to be the second best choice?

Location North America / Northern Europe

Scope
An atmosphere of economic uncertainty in the UK following the Brexit vote, coupled with news that grocery price inflation hit its highest point in four years in 2017, signals a possible impact on everyday spending. [1] Compared to the UK's 3% overall inflation rate, the US is holding steady at around 2%, although it has seen large price increases for specific goods over the last year; the price of bacon rose by 11.8%, while lettuce was 7.8% more expensive than in 2016. [2]

With greater pressure on household budgets, grocery shoppers are likely to be ...

Canvas8

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