Survey Shows American Families Seeking More 'Bang for Buck' When Budgeting

CHICAGO, Jan. 12 /PRNewswire/ -- With the economy in its current state, concerns range from mortgages, 401(k)s and education costs to everyday household items and budgets. As families look for even more ways to save on the bottom line, they're realizing something the Suave(R) value brand has known and stood for more than 70 years: that it is completely possible to get great quality products without paying a high price. And that's the belief behind Suavenomics, living beautifully for less.

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In honor of this philosophy, Suave, America's leading value beauty brand, is issuing a Beauty Stimulus Package on Jan. 14th and for one day is offering every American a free full-size bottle of Suave. Consumers can log on to Suave.com on Jan. 14th for details on how to receive a free bottle of the brand's high performance hair or skin products.

"In this economic climate, shoppers realize more than ever the importance of getting great value for the dollar -- without sacrificing on quality," says David Rubin, Marketing Director, Unilever. "That's what Suave has always stood for -- high quality products that don't break the bank. Americans are literally washing money down the drain on overpriced beauty products -- by our calculations, consumers could have collectively saved $5.5 billion dollars in 2008 by buying Suave over more expensive brands*. So learn about Suavenomics, be a savvy shopper, and live beautifully for less."

A Look at how Americans are Spending and Saving

To keep a pulse on shoppers and their changing mindset in this current economy, the brand conducted the Suavenomics Spending Survey** of 1,000 American moms in December 2008. The survey revealed that an overwhelming number of American families are proactively seeking out values, with almost all -- a whopping 97 percent -- reportedly looking for more ways to save now versus a year ago.

Nearly three-quarters (74 percent) of families are more worried about their finances than they were a year ago and almost all (95 percent) agreed that they are looking for products that give more "bang for the buck" in the current climate. In fact, the majority (two-thirds) agree they do not have to spend a lot of money to get high quality products.

Shopping Shifts

Families' shopping habits have changed dramatically over the last six months, as expected. The Suavenomics Spending Survey probed to what extent:

-- Sixty percent switched to less expensive brands where possible and almost half are taking more time to shop to find good values and shopping at discount stores for lower prices.

-- Families are saving by cutting back on personal luxuries, including dining out (76 percent), entertainment expenses (69 percent), grooming treatments like haircuts and manicures (56 percent) and leisure travel (43 percent).

Mom: The Savvy Shopper

-- Ninety-three percent of women believe they are the best bargain hunters in their families. Still, they say, it's not easy.

-- While moms continue to juggle their families' lives -- carpool, work, soccer practice, playdates -- and 61 percent admit those things easier than managing the family budget.

Making Beauty Recession Proof

Suave is doing its part to keep America beautiful and encourage living beautifully for less. The brand is proud to present the Suave Beauty Stimulus Package, which offers every American a free full-size bottle of Suave product on Jan. 14th, and inspire families to embrace Suavenomics. For more information on the Suave Beauty Stimulus Package and to receive a coupon for a free bottle of high-performing Suave hair or skin product, visit Suave.com.

About Unilever

Unilever's mission is to add vitality to life. We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life. Each day, around the world, consumers make 160 million decisions to purchase Unilever products.

In the United States, the portfolio includes major brand icons such as: Axe, Ben & Jerry's, Bertolli, Breyers, Caress, Country Crock, Degree, Dove personal care products, Hellmann's, Klondike, Knorr, Lipton, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Suave, Sunsilk and Vaseline. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 14,000 people in both the United States and Puerto Rico -- generating nearly $11 billion in sales in 2007. For more information, visit http://www.unileverusa.com.

*If equivalized unit volume of haircare, deodorant, bodywash, hand and body lotion categories sold at price points greater than average Suave price point were sold at average Suave price points from 1/1/08-11/29/08. Source: AC Nielsen 5 channel sales data from 1/1/08-11/29/08, excludes Salon sales. Sales units and average price are on an equivalized basis.

**About the Suavenomics Spending Survey These results are of 1,000 surveys conducted December 22 - 29 by Kelton Research using an email invitation and an online survey. Quotas are set to ensure reliable and accurate representation of American moms ages 18-54 with children under 18 in the household. Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. In this study, the charges are 95 in 10 that a results does not vary, plus or minus, by more than 3.1 percentage points from the result that would be obtained if interviews had been conducted with all personas in the universe represented by the sample.