Pay more, get less. This is the scenario that's increasingly playing out at grocery stores across the country--and a majority of food shoppers are taking note according to Deloitte's new ”2011 Consumer Food and Product Insight Survey Part Two.” Nearly nine in 10 respondents (87.7%) believe prices in food stores are on the upswing, and almost three-quarters (74%) believe that the size of some packaged goods is smaller. In response to the pay more, get less trend, savvy consumers are purchasing more private-label and store brand products. Consumers are also making fewer trips to the grocery store to save money and purchasing fewer items overall.

Consumers desire healthier food options and front-of-package nutrition facts

Consumers are also taking note of the front-of-the package nutrition information to assist them in making healthier purchasing decisions, according to the survey. More than three in four respondents (76.2%) agree or somewhat agree they are looking for healthier food options when they shop more often, and nearly two-thirds of those surveyed (64.8%) agree or somewhat agree that food retailers are starting to sell more locally produced fruits and vegetables.

Consumers are trending towards healthier food purchases, which presents a tremendous opportunity for consumer products companies that are willing to enhance their nutritional transparency. Consumer products companies that use healthy ingredients and are willing to share nutritional information on the front-of-packaging could strengthen their customer base amongst a growing faction of consumers.

Smartphone's playing role in entire shopping process

With the proliferation of smarter phones and smarter shoppers, consumers are using mobile devices to assist with several aspects of their shopping routines, according to the survey. More than one-third (34%) of smartphone users researched food prices or product information while in a store. And, more than two-fifths (43%) of smartphone users have managed a food shopping list on their device while not in a store.

Smarter phones and smarter shoppers are transforming today's shopping experience. Consumer product companies must make themselves more accessible to consumers who are using 21st Century technologies, specifically for the purposes of pre-store planning, in-store shopping, and establishing a post-purchase dialogue. Now more than ever, it is important for consumer products companies to strengthen their customer relationships and distinguish value ahead of the competition.

The survey was commissioned by Deloitte and conducted online by an independent research company between May 16-18, 2011.  The survey polled a nationally representative sample of 2,000 consumers and has a margin of error of +/- five percentage points.