74% of Women Are Open to Trying New Food Brands If Current Favorite Disappoints

As part of the 2015 POPSUGAR Insights Food study, we surveyed female visitors to POPSUGAR to better understand their grocery-shopping behaviors. We were keenly interested in learning more about food-brand-decision drivers, so we asked women to tell us more about food brands that they have stopped purchasing and to share the reasons why they decided to stop purchasing a one-time favorite.

Overall, 74% of women said that they "found another brand that they like better," proving that a consumer's taste can be fickle in certain cases. Nearly 4 in 10 women said that they chose a new brand because the quality of the brand they had been purchasing went down or that the brand raised its prices. Twenty-seven percent said that they chose another brand once their grocery store stopped carrying their current brand and 27% of women said they had read or seen something in the media about the brand that they disagreed with.

There are many reasons why a woman might stop purchasing a particular product, and these moments represent a keen opportunity for competitive food brands to address a woman's needs, educate them about their own product benefits, and provide them with a quality product.